Chapter 8. Segmenting and Targeting Markets

Nike utilizes the methods of Segmenting and Targeting Markets in order to optimize sales of their products. Nike identifies the market and segment depending on the product that they are selling. Nike mainly uses Demographic Segmentation in order to sell their products. Nike divides up their footwear by the gender of which they are being made for Male/Female. They also base it on the ages of the customer (Infant, Youth Sizes, Big Kid Sizes & Adult Sizes). The prices of the sneakers are usually satisfying to every income class since there are a huge variety of low priced, high priced sneakers. Nike also utilizes Psychographic Segmentation to further their sales of their products. A lot of Nike Sneakers are broken down into lifestyle sections. Sneakers are broken down into, Running, Golfing, Basketball, Football & casual etc. These also serves as Nike target Markets for their sneaker, based on what their interest are.