Blog 8 - Nike Mercurial - Segmenting and Targeting Markets

 Segmenting and Target Market - Marcus Folkes

 

Nike will continue its brand segmentation and will attempt to beef  its women's business next year with a broader product line and an extensive print campaign addressing women's issues to break in February magazines and continue through the year and beyond. Nike hopes to build relevance and market share with college females. Reebok stronghold in this area that has become like a stepchild recently, due to Nike's focus on and absolute domination of the teen market. Nike Women's concept shops are also showing up more in sporting goods, specialty and department stores across the country.

Target Markets - Mercurial  

Nike's target market is still active people who enjoy high-quality sporting goods, especially footwear. The company targets top-line revenue growth to $23 billion by fiscal 2011 based on growth in its brand portfolio. It is up from $15 billion in fiscal 2006. Over the next five years, the company anticipates 75 percent of this growth will be made by the Nike brand and will be driven by a consumer defined category strategy. Soccer goods are expected to anticipate 30 percent of that 75. Nike focus on creating premium consumer experiences built on product innovation, brand leadership and elevated retail presence. Nike is targeting further geographic expansion and farther marketing penetration in all regions. Soccer superstars of different countries around the world are sponsored by Nike to promote and advertise the latest cleats. Through disciplined operating management, the company still continues to target long-range mid-teen earnings per share growth.

Blog 15: Nike Marketing Communications

Nike Marketing Communications - Marcus Folkes

Previous blogs recently stated that Nike uses soccer superstars of different attributes to promote and sell their soccer products. Despite Cristiano Ronaldo being face of the nike mercurial soccer cleats, Nike created a new soccer cleats called the Hyper Venom for the brazllian superstar Neymar Jr. With that being said, it is becomes easy to satisfy btheir target market and also gain multiple customers to their marketing communication.



Nike utilizes a personal selling method in every one of their retail stores. The sales associates in these stores have direct contact and interaction with the buyers of Nike products. Because they are the individuals that directly communicate with the consumers who are interested in Nike products, they must be able to aid in the process of a successful sale. They are knowledgeable of the brand and should be trained in asking customers the 'right' questions in order to figure out what they are looking for. To ensure optimal performance from the sales teams, Nike will often send Nike representatives to retail stores that sell their sneakers to give little presentations to keep the sales associates up-to-date on the products and the technology behind them. I know this from a first hand experience because of my job at a sneaker retail store. We recently had a Nike representative give us a mini training session on the Nike running shoes and then we discussed what the customers in our store looked for most of the time and then gave feedback on the Nike running shoes as well as some competitor brands.

Blog 10 Nike Product Concept

Nike Product Concept - Marcus Folkes

The product of Nike can be classified as a consumer product. People use Nike products for various reasons. Customers buy sneakers to satisfy their want for comfortable shoes for different lifestyles.Nike have crossed into various product lines starting from the Early 1980's to include sneakers to serve other sports instead of marketing to Running. Nike sells Sneakers to Basketball,Baseball,Football,Soccer,Running,Golf,Casual,etc; which goes over their basic product line depth. Nike doesn't only sell sneakers but they also sell clothing that includes Jeans,Shirts,Sweaters,Hats,Sport Accessories; which goes over their basic product mix width. Nike trademark is their Big Check that is located on every single product they sell. Nike have used many recent technology advances in order to create new products to sell to their existing and new customers. Nike have collaborated with Apple to create sensors that are able to fit inside the sole of many Nike Running shoes,in order to track their Workout and Training. This Nike+ Ipod Sensor is compatible with many Nike running shoes because Nike have started to cut out a portion of the inside of the Nike Running shoe in order to make it fit perfectly inside the shoe.