You are the Marketing Director of Nike sports apparels.
Survey results in country X have established the three main segments in the sports apparel market:
Urban Athlete, Achiever and Outdoor Native segments.
Urban Athlete (20% of outdoor consumers, growth rate of 9% per year)
This segment was “raised on team sports” and seeks competition, intensity and socialization in their time outside such as in the parks, basketball courts, and gyms in addition to more rural mountains and lakes. Activities that they skew high on are skateboarding, outdoor yoga, mountain biking, races, basketball, CrossFit/drills/HIIT. They tend to identify more with athletic brands and don’t consider themselves “outdoorsy.”
Achiever (17% of outdoor consumers, growth rate of 17% per year)
The Achiever, as the name suggests, is driven by performance and competition and seek “professional level” gear for their chosen activity. They want the best products on the market. Some of the activities they participate in include running, team sports, camping, climbing, mountain biking and camping. Most of this segment skews to younger males with children at home who live in or near a city.
Outdoor Native (15% of outdoor consumers, growth rate of 10% per year)
Outdoor Natives are motivated by the enjoyment and experience of spending time outdoors, particularly with their families. Favored activities include camping, day hiking, playing outside, running and cycling. They prioritize versality, affordability and functionality in their product choices and mix more traditional outdoor brands with more mainstream athletic brands.
Your marketing team has completed the market analysis stage and formed your marketing message in an upcoming product launch of latest sports apparels. The message in line with Nike brand persona is “Fulfil your dreams – Just Do it”.
- Of the three segments, which segment should have been the target segment for Nike apparels? Justify your answer by applying the Criteria for Target Segment selection (segment size, segment growth, structural attractiveness and/or compatibility with company’s objectives).
- For the chosen target segment above, describe the demographics, psychographic and behavioural factors. Note: as the context only provides partial descriptions, you should state reasonable assumptions to complete the description.
