Nike
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Nike began in the 1960s as a company selling running shoes to athletes. In the 1970s, America experienced a running craze that fueled Nike's early success. However, in the 1980s Nike's market share dropped as sneakers became more about fashion than performance, and many athletic shoes were now used simply for casual wear. This posed challenges for Nike in marketing to two different segments - athletes seeking performance, and casual users prioritizing fashion - as their needs, values and goals in purchasing shoes were quite different.
Nike
- 1. Case Presentation on Nike Rashmi Gupta 09BM8029 Anuj Chugh 09BM8011 Ashish Rahul 09BM8014 Anshul Bhatia 09BM80 Tamas mandal 09BM8089 Nishant Jain
- 2. Nike: Introduction In 1960s Philip Knight , CEO of Nike partnered with his old track coach ,to sell running shoes to athletes. Initial success 1970s : Americas running craze Stumbled in 1980s : Population moving into 40s Market share dropped from 31% to 18.6 % in athletic shoes Competition Sneakers based on fashion rather than performance 70 to 80% of shoes designed for basketball and aerobic exercise were used for casual wear
- 3. Question 1. Discuss the difference between the two segments in means end chains, especially end Goals, needs and values for running, basketball, aerobics or tennis shoes Segment 1: athletes
- 4. Segment 2 : Those using it for casual wearing
- 5. Q3. What type of difficulties doea a marketer face in promoting its products to two market segments of consumers who use the product in very different ways? End goals & needs completely different Nike shoes expensive ones quite undesirable for the casual wear Whereas, athletes look for that something extra