THE

SWOOSH OF
CREATIVITY
Presented by Richa Verma
TABLE OF
CONTENTS

Segmentation

Targeting, Positioning

Marketing Mix- 4Ps

 S E G M E N TAT I O N
PSYCHOGRAPHIC SOCIOECONOMIC
Nike segments market in upper middle
Nike aims to active individuals who take
and upper class, where in the last group,
pleasure in sports, gym regularly, are athletes
the company provides sports equipment
and passionate with sports, which tend to be
in limited editions, which could be bought
part of their life.
only from individuals with high income.

GEOGRAPHIC DEMOGRAPHIC
Concerning cities segmentation and their
Nike targets customers between 11-45
fans in New Delhi, the capital of India, Nike
years old, with greater weight to teens in
promotes equipment for cricket while in
order to build long-term loyal consumers
England and Sidney for rugby.
 TA R G E T I N G
The company targets professional athletes and active, sports focused individuals providing them

specialised and innovative products.

POSITIONING
For every serious athlete, Nike provides perfect shoe and sports products that gives confidence

for every sport activity.

Points of Difference: NikeID: Customize your shoes and gear Nike + Running App, Nike + Training Club,

Nike + iPod Jordan Product Line Presence in all sports; Cricket, Basketball, Football, Tennis, etc

It has following positioning strategies:

•Enhancing athletic lifestyle or fantasy in consumers mind

•Appealing style and attitude

•Positions itself as premium brand with well-designed products

•Appealing quality level and valuable products

 MARKETING MIX
PRODUCT PRICING
Shoes: Sneaker, Sports, Sandals & Flip Flops
Nike uses Cost Based/Value Based Pricing
Apparel: Sports Bras, Jerseys & Kits, Tops, T-Shirts,
Hoodies, Sweatshirts, Jackets, Gilets, Trousers, Tights, other than its competitors which offer low
Tracksuits, Compression, Base layer, Shorts, Skirts &
Dresses, Caps, Socks, Bags prices. The pricing is based on the basis of

Sports Categories: Cricket, Running, Gym & Training, target customers as a premium segment.
Yoga, Football, Basketball, Skateboarding, Tennis, Golf

PL ACE PROMOTION
Advertising
Nike Brand Stores
Direct Marketing
Flagship stores 
In Store Personal Sale Efforts
Nike’s online store
Sales Promotion