In: Business and Management. University of Iowa Tippie College of Business 03 April, Nike Segments Consumers by Athletes and Non-Athletes In a time when most things are no longer in simple black and white, Nike remains binary by segmenting its consumers into two distinct, opposite categories: athletes and non-athletes. The company pairs up with prominent athletes to endorse their brand. Athletes will then wish to be affiliated with these sports figures, so they will go out and buy Nike footwear to accomplish this. Contrastingly, in order to successfully target the non-athletes, Nike employs ad campaigns to inspire and motivate them to continue working hard.
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Ethos means convincing by the author. We tend to believe people whom we respect and look up to as role models. Persuading someone with their role model to buy the product. It like a endorsement deal with celebrity.
Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. How does market segmentation differ from target marketing? Market segmentation is the first step marketers take in order to design a customer-driven marketing strategy. This steps consist of dividing the market taking into account different criteria to do it.
For Nike, their targeted customers are athletes and mostly young adults. Nike improved their products over the years by making their products more comfortable and lighter which enables consumers to wear their products for a longer period without having to feel soreness on their feet. Nike offers their customers a huge variety of shoes type and colors, and they mainly focus on a lifestyle, running or training shoes.