Chapter 8: Segmenting and Targeting Makets

Just like other companies Nike apply methods of segmenting and targeting markets in order to get the most out of their products. Nike describes the market and segment depending on the product that they are selling. Mainly Nike uses demographic segmentation, because when Nike creates a product that depends on the gender, age, income, and ethic background. For instance when Nike creates a soccer cleats, they make it as unisex.

Fernando Torres

Alex Morgan

When the gender is established,they usually have a foot chart,based on the ages of the customer (Youth Sizes,Big Kid Sizes and Adult Sizes). But Nike does not make a lot of soccer products for youth size, because they are just kid and they don't really know how to play. But of course age 10 and up Nike provides most of their cleats for kid, adult size Nike goes up to size 12 on their websites. Youth size (10c), Big Kid size (7y), and Adult size (11)

A lot of Nike products are broken down into different lifestyle; golf,soccer,football,swimming,and tennis of course there are more sports that Nike involved but these are the most common ones. These sports are Nike's target market for their clothing and sneaker products. Nike also uses it's Air Technology which makes the sneaker more comfortable, for clothing like jerseys, shorts, and socks Nike uses a very different kind of technology from their competitors. For example; DriFit is the most common one because Nike applies this technology to team jerseys, shorts, and socks. There are more than 10 different type of technology that Nike has created, and you could find them in this website (http://help-en-us.nike.com/app/answers/detail/article/product-technology/a_id/32760/p/3897)