NIKE, Inc. Market research

NIKE, Inc. Market research

● NIKE, Inc. is a public company ● Founded in 1964 by Bill Bowerman and

Phil Knight ● Nike holds 38.2% of the total footwear

market in 2022. ● Industry: apparel, footwear, accessories,

sports equipment ● Area served: Worldwide ● Employees:83700 ● Brand value: $33.18 billion.

Wide market reach

The Nike target market is located worldwide, and the Nike age range is broad, from young teens through middle age. While the brand has a strong focus on marketing to athletes and sports enthusiasts, Nike’s strategy has expanded in recent years to attract several specific market segmentations, such as women, young athletes, and runners. (Start.io, 2022)

Their strategy

Most of Nike’s ads don’t explicitly focus on a product; the Nike target audience responds most effectively to emotive advertising. This strategy helps create a brand image that reflects the aspirations of Nike customers, increasing brand loyalty, engagement and sales. (Start.io, 2022)

How consumers use their shoes?

● Gather information inside the store. Employees ask to enquire information from customers.

● Go to a gym observe and ask the athletes about the use of their shoe.

● Organise a survey in which you ask them to answer a few questions and in return offer a discount next time they shop.

● Find relevant research papers on the matter.

What are the most important features that consumers look for in their training shoes?

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