This presentation was created by Syed Zaid Ali under Prof. Sameer Mathur during a winter internship.

1. Do we need an introduction?

2. SYED ZAID ALI
SGSITS Indore

4. Segmentation

5. Segmentation
Demographic Variables:
•Age : 15-40, tweens and teens
•Gender
•Occupation
•Generation

6. Behavioristic variable
• The “Athletic Feel”
• Utility Based: basketball, cricket, football,
outdoor, baseball, tennis, track and field
• Style based: cleats and spiked, court sandals
and flip flops, pegasus, boots
• Technology based: Nike free, Nike Shox, Air
Max, Lunarlon

7. Psychographic variable
• Nike’s mission statement : “To bring
inspiration and innovation to every athlete in
the world ”
• Lifestyles and Personalities
• Run with Me , Sports Improvement Clinics,
Social Media contests

8. Geographic variables
• Nations
• Cities
• Population Density

9. Targeting

10. Youth (18-24 yrs) Sports Enthusiasts
High Income GroupsUrban areas

12. Positioning

13. Positioning
To bring inspiration and innovation to every
athlete in the world
Ubiquitous brand
You have a body, you are an athlete
Shifted from Product Focus to Attitude
Focus

14. Positioning: Target Market
• Expanding Women’s apparels
• Women in 20s and 30s driving the ‘athleisure
trend’
Women
• Kids are growing part of Nike’s business
• Young athletes wear products through
sponsorship with clubs and federations
Professional athletes such as NFL wear Nike Gear
Athletes
• Running is heritage and largest performance
category
• Nike’s innovation efforts are focused in running
category
Runners

15. Positioning: Frame of Reference
Competitors: Under Armor, Adidas, Puma, Sketchers, Anta, Li Ning
Competitive Landscape: Athletic wear, Sports wear, Running

16. Positioning: 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

17. Positioning: Points of Parity
Electronic performance technology:
measure and compare your performance
Cater both men and women, known
globally, athletic and sports wear
Ambassadors representing their brand

18. Positioning: Brand Mantra
• ‘Authentic Athletic Performance’
• Maintaining authenticity; integrity and purity
• Products and activities have to be athletic
• World class performance
• ‘Just Do It’ - It’s a slogan not Mantra

19. Expand Number of Outlet in
Metro and tier 1 Cities
New Distributors in tier 1 and 2
cities where no Nike store is
present.
Smart App where you can
measure Sport attributes like
shot speed elevation.
Open Nike Sports Bar where
Live streaming of matches can
take place
Existing Market New Market
Existing
Product
New
Product

21. DISCLAIMER
Created BY Syed Zaid Ali, SGSITS Indore during a
marketing internship under Prof. Sameer Mathur.