MKT 345 Nike consumer behavior

pptx

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Southern New Hampshire University *

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345

Subject

Marketing

Date

Feb 20, 2024

Type

pptx

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Uploaded by ChiefGrousePerson582

Nike Just Do it This Photo by Unknown

Consumer segments of nike: • Demographics • Geographic • Psychographic • Behavioral

Resources for consumer behavior of Nike • Nike consumer behavior.(n.d.) Retrieved from http://www.ipl.org/essay/Nike-Consumer-Beha vior-P3Y9X33RJE86 • Brohi.H., Prithiani, J., Abbas, Z., Bhutto, A. H., & Chawla, S.K. (2016). Strategic marketing plan of Nike. SSRN Electroni Journal. Doi: 10.2139/ssrn.2760631 • Petro, G (2016, July 08). Nike just does it- keeping an eye on the customer. Retrieved from http:// www.forbes.com/sites/gregpetro/2016/07/08/ nike-just-does-it-keeping-an-eye-on-the- customer/?sh=53e054da56da

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Secondary research • Internet • News articles • Journals • Nike’s website • Social media • Nike advertisements

Segmentation Strategy Undifferentiated Mass Marketing Segmentation (Aggregation Strategy) Developing a line of Nike products that are gender neutral to appeal to the people in this day and age that are not identifying as male or female. Reaching this growing group is important for Nike as it’s a growing consumer group that can be for or against your product based on how you are targeting audiences.

Key Points Provide a gender- neutral line that is geared toward those who do not identify as male or female Athletic/ Active sporting wear an sneakers Ages from 16- 40

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Consumer segments • Behavioral Based: Those who chose a healthy lifestyle and want the gear to go with it to perform at their best • Psychographic: Providing the options for those struggling with their identity to improve and aid in their lifestyles, attitudes, beliefs and social values and make them fit in the best we can.

Research needs • Investigate further into the types of products that are already available • Consumer preferences • Positioning of the new product line • Avoiding cannibalization and back lash from people against the LGBQT community • Research the demographic characteristics and use social media and focus groups

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