What is Nike’s target market for women?
Women are an important part of Nike’s target market. In fiscal 2019, the Women’s Training segment grew faster than the Men’s Training segment. However, in fiscal 2018, the Men’s Training segment grew at a faster rate. Nike’s fiscal year ends on May 3
How is Nike targeting teens?
Here’s how they’re going to be able to do it. Nike primarily targets consumers who are between 18-40 years of age. The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time.
Who is Nike's target audience?
Nike's primary target audience for its products is athletes. In a recent business overview, Nike lists serving athletes as one of its key goals for innovation.
Is Nike about men or women?
These efforts have resulted in Nike's dominance of the male market, where the company has a 50 percent market share. For much of its 30-year history, Nike has been about men and either treated women like men or didn't give them much attention. However, sometimes Nike did get it right in communicating with women.
What type of people does Nike target?
Nike's target market includes a demographic of those aged 11-45 but put a greater emphasis on teens to cultivate long-term customers. Their psychographic segment includes active, fashionable individuals that consider physical activity as part of their lifestyle.
What is Nike's market positioning?
Nike is a brand for athletes who are achieving something greater than they ever have or anyone else ever has, on the highest level possible. If they can meet the needs of those athletes, they can and will meet the needs of any athlete with that same desire, no matter the level of play.
Who are Nike's primary customers?
Although with apparel and sports the market can be broad, for the most part Nike primarily targets consumers who are between the ages of 15-40. The company caters to both men and women athletes equally, and is placing an increasing focus on tweens and teens to build long-term brand loyalty.
How is Nike perceived?
Nike ranks No. 1 in consumers' perception of innovation and fashion/style and most importantly on purchase intention, according to a survey among 1,400+ recent athletic apparel purchasers in the U.S., conducted by investment firm Canaccord Genuity in March.
What demographic buys the most sneakers?
Data shows that in the US Millennials (24–39-year-olds) and Gen Z (9–24-year-olds) buy the most sneakers. Presumably, many Millennials are buyi...
What demographic buys the most Nike products?
Consumers between the ages of 15-40 buy the most Nike products, including sneakers, apparel, and sporting goods.
Who is Nike's competition?
Nike's biggest competitor is Adidas, but others include Asics, Puna, Under Armour, Fila, New Balance, and Sketchers. In terms of athletic apparel,...
Who makes more sales Nike or Adidas?
Nike generates more sales than Adidas. In 2020, Nike was valued at $34.4 billion, while Adidas was valued at $12.07 billion.
Introduction
Nike is one of the top sports shoe suppliers and sports equipment manufacturers globally. The company was first launched in 1964 by Phil Knight and Bill Bowerman. Whether its shoes and sports apparel for your daily workouts or just want to have signature shoes designed for your favorite athlete, you indeed have tried visiting Nike for these items.
Market Segmentation of Nike
In its most straightforward meaning, market segmentation refers to the process of dividing a company's target market into achievable and approachable groups. Nike creates sub-segments based on needs, demographics, priorities, shared interests, and behavioral and psychographic criteria.
Targeting of Nike
This marketing strategy phase includes systematically choosing the segments that will yield the most efficient and practical approaches to achieve the firm's goals. As you know, Nike has three classifications of its target customers, including men, women, and kids.
Positioning of Nike
Positioning is all about placing the company's brand in the market with other competitors. Nike has strategically positioned its brand as a market leader for sports equipment that provides innovative and premium quality technology.
Table
The Nike market segmentation, targeting, and positioning will be ideal to the points discussed above outlined in simplified words. The table below will provide a quick illustration of Nike's three elements for its marketing initiatives.
Mind Map: Nike Market Segmentation, Targeting, and Positioning
If classifying facts using charts is not your liking, you can adopt a much easier and modern approach through mind maps. Here's how it looks.
Key Takeaways
Nike, through the years, had its formidable competition but continues to solidify its brand in the industry, thanks to its effective marketing initiatives. Similar to other international brands, it is very evident in Nike's marketing approach the intent to vary its product offering depending on its target customer and location.
Who is the target market for Nike?
Although you may think Nike is only interested in marketing its products to athletes, that's far from reality. The brand positions itself as a brand for athletes but pulls every consumer into the fold with its fundamental pitch: if you have a body, you are an athlete.
Nike Target Market Segmentation and Marketing
Knowing that proper segmentation is a key component for any advertising or marketing campaign's success, Nike divides its audience into four different groups by demographic, geographic, behavioral, and psychographic attributes.
Sports Enthusiasts in United States
US-based consumers who fall into the 'Sports Enthusiasts' category share many of the same traits as Nike's target market. Like Nike, the demographics show both sexes in the target segment, with men outranking women 67% to 33%.
Discover Consumer Insights and Audiences
For a marketing campaign to be successful, it must reach the right audience. Otherwise, you risk throwing valuable ad dollars at people who are irrelevant to your brand and products.
Nike FAQs
Data shows that in the US Millennials (24–39-year-olds) and Gen Z (9–24-year-olds) buy the most sneakers. Presumably, many Millennials are buying sneakers for their young children. Men still buy more sneakers than women, but the gap is closing.
What is the target market of Nike?
Nike targeting the digital space. Nike’s target market is largely consumers ages 15–45. Nike has focused its marketing efforts on the digital space in recent years. The company went high-tech with its push into digital sports and e-commerce.
What is Nike's business?
Nike’s operations consist of the design, development, marketing, and sales of athletic footwear, apparel, and equipment. Its sales are seasonal and dependent on geography. Historically, its first and fourth quarters have been relatively stronger in terms of sales.
What is Nike's EBIT margin?
However, it is one of the company’s more profitable segments, with an EBIT (earnings before interest and taxes) margin of 25.6% in the first quarter of fiscal 2020. A higher revenue share makes North America one of Nike’s key target markets.
What is Nike shoes?
Nike (NKE) is the world’s leading sports footwear and apparel company. Nike’s high-performance athletic gear is mostly targeted at professional athletes. Nike’s innovations, products, and services seek to develop athletic potential, according to the company.
When did Nike buy Converse?
Nike acquired Converse in 2003. The Converse brand comprised 5.2% of Nike’s revenues in Q1 of fiscal 2020. The brand’s percentage contribution to Nike’s top line has come down over the last five years.
When does Nike's fiscal year end?
Nike’s fiscal year ends on May 3. Article continues below advertisement. With an eye toward ensuring future growth, young athletes are also a big part of Nike’s sales strategies, especially in categories such as soccer, basketball, and running. Young athletes also form part of Nike’s target market.
Where is Nike's largest market?
North America is a key target market. North America is Nike’s largest segment, accounting for 40.3% of total revenues in Q1 of fiscal 2020, down from 41.7% in Q1 of fiscal 2019. In comparison, Nike’s major competitor in the US market, Under Armour (UA), derives around 70% of its revenues from North America.
What is Nike's primary target audience?
Nike's primary target audience for its products is athletes. In a recent business overview, Nike lists serving athletes as one of its key goals for innovation. According to the company's business overview, Nike brands each have distinct target audiences.
Which brand is most targeted towards athletes?
The main Nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes. The Converse, Inc. brand markets more casual goods and is described as targeting premium customers. The Jordan Brand is also a premium brand, but it is targeted more broadly at athletes.
Where is Nike's Super Bowl?
Nike specifically targets sports viewers, with initiatives correlated with the Sochi Winter Games, the Super Bowl in New York City , the Prefontaine Classic in Eugene, Oregon, and the World Cup in Brazil, as detailed in the letter to shareholders.
When will Nike be released in 2021?
The Nike logo is seen on the Nike store on February 22, 2021 in New York City. Nike has laid out a five-year roadmap to creating a more diverse and inclusive workforce, the company announced Thursday, as corporate America is increasingly being held accountable for their values and the actions that come with them.
How much does Nike pay in 2020?
Nike said its 2020 pay-equity data revealed that for every $1 earned by men globally, women earned $1. And for every $1 earned by white employees in the U.S., racial and ethnic minority employees earned $1 as well, it said. By 2025, Nike is pledging to maintain 100% pay equity across all employee levels, on an annualized basis.
Is Nike's executive compensation tied to its 2025 goals?
It didn’t offer further details but said compensation would be tied to the company hitting its 2025 goals.
Is Nike a diverse company?
Nike has laid out a five-year roadmap to creating a more diverse and inclusive workforce. For the first time, Nike will tie its executive compensation to the company making progress in deepening diversity and inclusion throughout its workforce. Nike has faced its share of criticism in recent years for how it treats both women and employees of color.
What age does Nike target?
Nike primarily targets consumers who are between 18-40 years of age. The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time. All socioeconomic classes are targeted as part of ...
What is the goal of Nike?
The goal of Nike is to bring inspiration and innovation to every athlete in the world. Although that may be true in the overall scheme of things, there are certain athletes that Nike targets more often because they are more profitable.
How many followers does Nike have on Twitter?
More than 12.6 million people “like” the brand on Facebook and Nike has more than 1 million followers on Twitter. Footwear revenues still account for 58% of Nike’s total overall revenues. Revenues from men’s training products are more than double that of women’s training products for the brand. 15%.
Why did Nike lock women in factory?
In Indonesia, a worker was locked in a factory room for 7 days under military interrogation because of suspected unionization activities.
What are the issues with Nike?
Could Labor Be An Issue For Nike? 1 Younger generations are concerned about philanthropic efforts with the brands they represent and it is known that Nike has in the past routinely violated minimum wage laws and forced overtime. 2 One incident in Vietnam had a Nike supervisor hit 15 women with a shoe for poor sewing, sending two of them to the hospital. 3 In Indonesia, a worker was locked in a factory room for 7 days under military interrogation because of suspected unionization activities. 4 30% of Nike’s total business costs in Indonesia go to paying off generals and other government officials.
How much does Nike sell in 2020?
In comparison, Adidas moves just $25 million of footwear sales annually. In total, the global market share for Nike is expected to be over 27% by 2020. Here’s how they’re going to be able to do it.
How much did Nike spend on advertising?
Nike spent more than $3.2 billion to run ads in major media from 1995 through 2012. Nike ranks second with consumers ages 45 to 65, third with consumers ages 25 to 44 and fifth with consumers ages 18 to 24.