Marketing Principles Nike Brand

Question: Discuss about the Marketing Principlesfor Nike Brand. Answer: Analysis of Segmentation Variables For Nikes brand new product Air Zoom Yorker, the market segmentation can be analyzed as Geographic Variables For Air Zoom Yorker, Nikes segmented market is identified to be the Cricket loving youth of those territories, which prioritize Cricket as a national sport. Therefore, it is understandable that Nikes preference for geographic variables would be European, Australian and South-East Asian countries (Anttonen 2015). Though Nikes markets are mainly North America followed by China and Europe, for the new brand the focus is seemingly on the urban areas of the mentioned places where market densities are high. Behavioral Variable It has been identified that Nikes consideration for the behavioral variable in terms of segmentation is focused on the ways the products make each customer feel. Considering this particular habit of Nike, it can be said that for Air Zoom Yorker, the athlete nature and specifically preference for cricket of the customers would influence their buying behavior (Boone and Kurtz 2013). Psychographic Variable It has been understood that Nike concentrates on psychographic variable strongly as they prefer to target individuals according to their specific lifestyle as well as personalities. In case of Air Zoom Yorker, it is coherent that Nike would target individuals who have potential preference for Cricket as a sport. Most importantly, it seems that, the preference for sports apparel and shoes is not only related to those who plays it but also them who watch or simply talks about it (Burgelman 2015). Benefit and usage Rate Segmentation It has been found that for Air Zoom Yorker, Nikes usage-rate segmentation could be categorized into high-end and medium segments as understandably the new product is designed for high to medium usage by the professional athletes. On the other hand, in terms of benefit, for Air Zoom Yorker, it is understandable that Nikes segmented target market would give importance to the organizations trend of giving value for money and its unique and eye-catchy design. Analysis of the Targeting Strategy For Nikes new Air Zoom Yorker, the target marketing strategy would possibly be the concentrated targeting. It is understandable as per the fact that for the new product Air Zoom Yorker is capable of targeting only a specific target market which involves individuals who has preference for Cricket. According to the concept of concentrated or focus targeting, an organization serves only a particular segment and following that builds a single marketing mix. It has been identified that Nike has implemented their aggressive marketing plan for both infiltrating and targeting the specific segment for their concerned sports apparel. In this context, it is to mention that Nike has been showing impressive amount of success in maintaining their multi-segment targeting strategy (MoranSendra et al. 2015). Keeping in mind about this impression of Nike, it can be said that segment-targeting for Air Zoom Yorker could also fall under Nikes differentiated or multi-segment marketing strategy. However, i t should also be mentioned here that among Nikes three prime target markets, which are women, young athletes and runners, for Air Zoom Yorker the apt target market would be the young athletes or the Cricketers. In that case, Nikes sponsorship with several federations and local leagues will help them in having a satisfactory profit margin for Air Zoom Yorker (Andaleeb 2016). Analysis of Positioning Bases Prior to illustrate the positioning bases of Nike for its new product, it should be contemplated that the positioning strategy for Air Zoom Yorker is to provide perfect shoe to every serious athlete. More precisely, Nike positions itself for Air Zoom Yorker by presenting and designing it as a sleek, eye-catchy and high quality shoe for cricketers. Henceforth, the main positioning bases for the organization are By Product Attribute For Air Zoom Yorker, the organizations most significant positioning base is product attribute; it is because of the fact that the organization positions itself for the new product primarily through its lucrative design and vibrant colors (Anttonen 2015). By Product Class Nikes positioning statement seemingly relies on the product class as with the launch of Air Zoom Yorker, the organization desires to make a leadership position in the apparel market for Cricket. Against Competition It is understandable that the positioning statement for their new product, Nike attempts to compare and present itself superior than the existing competitors of Nike like Adidas, Li Ning, Reebok and Toys R Us. With a completely new product in the Nikes list is indicative of the organizations intention to stay one-step ahead of their archrivals (Brohi et al. 2016). By Product Value Considering the design and quality of Air Zoom Yorker, it is strongly understandable that the organizations brand positioning highly depends on their representation of the distinct value through the production of Air Zoom Yorker. References Andaleeb, S. S. 2016. Market Segmentation, Targeting, and Positioning. InStrategic Marketing Management in Asia: Case Studies and Lessons across Industries(pp. 179-207). Emerald Group Publishing Limited. Anttonen, S. 2015. Branding a Lifestyle: Case: Nike. Boone, L. E., and Kurtz, D. L. 2013.Contemporary marketing. Cengage learning. Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A. H., and Chawla, S. K. 2016. Strategic Marketing Plan of Nike. Burgelman, R. A. 2015. Complex Strategic Integration at Nike: Strategy Process and Strategy-as-Practice Combined. MoranSendra, M., Nilmeier, T., Liem, T., and Perkowski, T. 2015. Nike Inc.