Nike

Rising into prominence during the late 1970s and early 1980s, Nike dominated its market until the mid-1990s. From the past few years, however, Nike has experienced difficulties in positioning itself successfully with young consumers, who have purposely avoided overtly commercial brands. These consumers, specially extreme and selection sports enthusiasts, have instead pledged their allegiance to newer, younger brands corporations like Adidas who have staged recent comebacks.

Nike's Target Market: Nike shoes target industry may be the athlete of any age and any gender. Decades ago, Nike shoes have been targeted to athletes. Nike shoes are now for athletes and for people who wish to appear like athletes. Jeff Jensen (1996) explains in Promoting Age that Nike realized that it needed to create specialized footwear so that you can keep their marketplace share. Even large firms who have embraced niche marketing need to continue to refine and target their product offerings to several customer groups. As an example, Nike restaged a multi-billion dollar company that had plateaued by pursuing a segmentation strategy. Nike produced and marketed athletic shoes for each numerous sport, often further segmenting with specialized.

 

C. Sociographic Characteristics: Sociographic characteristics has a complete demographic breakdown of Nike's target market. Jim Wilson (1998) explains within your Church that organizations can request sociographic info during the U.S. Census Bureau. The Census Bureau can provide demographic breakdowns of characteristics include age; cash -- such as gross dollars and disposable income; population transform statistics; race' and lifestyles segments or choices. A company for example Nike can pick the reports by zip codes, or by drawing their individual boundaries around areas they take into account being their target market (Wilson, 1998, 44).

Amazingly, more than the last five decades, society has mirrored the Maslow pyramid. And this has been reflected in our promoting approaches. Inside the '50s and early '60s, the Cold War brought with it the need to feel safe and secure. Students were taught the art of "duck, cover, ass towards the windows." Individuals manufactured fallout shelters in their backyards. Dad worked for your same company his whole life. Mom stayed honte and served the youngsters a nice warm bowl of Campbell's soup, some Poppin' Fresh Pillsbury muffins or a tasty piece of Betty Crocker cake.

In 1982, Dan Wieden's modest Portland, Ore.-based ad agency, Wieden & Kennedy, had just secured Nike's account for running magazines. Wieden introduced himself to Nike's founder and was greeted.

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