Nike's Marketing Strategy and Target Audience Analysis

Target Audience

Group of consumers a brand aims to reach.

Marketing Plan

Document detailing strategies to achieve marketing goals.

Executive Summary

Brief overview of a marketing plan's key points.

Objectives

Specific goals a brand aims to achieve.

Strategy

Plan of action to achieve marketing objectives.

Frameworks

Structured tools for analyzing marketing situations.

Value Proposition

Unique benefits that differentiate a product from competitors.

Segmentation

Dividing market into distinct groups with similar traits.

Positioning

Establishing a brand's image in consumers' minds.

Behavioral Segmentation

Grouping consumers based on their product usage patterns.

Geographic Segmentation

Dividing market based on customers' locations.

SWOT Analysis

Assessment of strengths, weaknesses, opportunities, threats.

PESTEL Analysis

Framework analyzing political, economic, social, technological factors.

Promotional Tools

Methods used to communicate marketing messages to consumers.

Content Marketing

Creating valuable content to attract and engage customers.

Experiential Marketing

Engaging consumers through memorable experiences.

Test Drive

Trial experience before purchasing a product, like a car.

Next Steps

Actions to be taken following a marketing plan.

Responsibility

Assigned roles for executing marketing strategies.

Timing

Schedule for implementing marketing activities.

Research Methodology

Approach used to gather and analyze marketing data.

Demographics

Statistical data of customer characteristics.

Psychographic

Study of consumer lifestyles and values.

VALS Types

Framework categorizing consumers by values and lifestyles.

Innovators

Trendsetters with high resources and motivation.

Thinkers

Mature, reflective consumers valuing knowledge.

Achievers

Goal-oriented consumers focused on career success.

Experiencers

Young, enthusiastic consumers seeking new experiences.

Believers

Conservative consumers valuing tradition and family.

Strivers

Ambitious consumers seeking approval and status.

Makers

Practical consumers valuing self-sufficiency.

Survivors

Budget-conscious consumers focused on basic needs.

B2B Segmentation

Dividing business markets into distinct groups.

Price Focused Segment

Small companies prioritizing low costs.

Quality and Brand Focused Segment

Companies willing to pay for premium products.

Service Focused Segment

Firms demanding high-quality products and service.

Partnership Focused Segment

Businesses seeking reliable supplier relationships.

Targeted Marketing

Tailoring marketing strategies for specific customer groups.

Mass Marketing

Selling the same product to all consumers.

Target Customer

Specific consumer group a business aims to reach.

Market Growth Importance

Indicates potential for new customer acquisition.

Precision Targeting

Using technology for accurate customer identification.

Positioning

Defining a product's market stance against competitors.

Perceptual Mapping

Visual representation of consumer perceptions of brands.

Perceptual Map

Graph showing product position relative to competitors.

Repositioning

Effort to change consumer perception of a product.

Brand Positioning

Distinctive attributes that define a brand's identity.

Targeting Strategy

Focus on specific customer demographics and traits.

Segmentation

Dividing market into distinct groups for targeted marketing.

Behavioral Segmentation

Grouping based on consumer behavior and usage rates.

Geographic Segmentation

Market division based on location and region.

Demographic Segmentation

Categorizing consumers by age, income, and gender.

Psychographic Segmentation

Segmenting by lifestyle, values, and personality traits.

Positioning Statement

Unified statement emphasizing brand's unique value.

Value Proposition

Promise of superior performance and innovative design.

Slogans

Catchy phrases reinforcing brand identity and values.

Target Customer

Specific consumer group for marketing efforts.

Market Trends

Current patterns influencing consumer behavior and preferences.

Athleisure

Fashion blending athletic and leisurewear styles.

Customer Loyalty

Commitment of consumers to repurchase a brand.

Executive Summary

Overview of strategic goals and marketing plans.

Digital Channels

Online platforms used for marketing and engagement.

Influencer Campaigns

Marketing strategy using influential individuals for promotion.

High-Profile Endorsements

Celebrity partnerships to enhance brand visibility.

Experiential Marketing

Engaging consumers through immersive brand experiences.

Mass Marketing

Broad campaigns targeting a wide audience.

Targeted Marketing

Customized campaigns for niche consumer segments.