Who uses NIKE’s products?
NIKE, Inc. (NKE) is the world’s leading sports footwear and apparel company. NIKE’s high-performance athletic gear is mostly targeted at professional athletes. NIKE’s innovations, products, and services seek to develop athletic potential, according to the company.
The company also focuses on women customers. In fact, the Women’s Training segment is faster growing than the Men’s Training segment. With a view to ensuring future growth, young athletes are a big part of its sales strategies, especially in categories such as soccer, basketball, and running. Young athletes will form NIKE’s target market in the future. We’ll have more on these opportunities and their potential later on in the series.
NIKE purchased Converse in 2003. The brand’s product line looks at the premium target market. It includes casual apparel and footwear products, which are sporty but not necessarily high performance. Brand Hurley caters primarily to action sports such as surfing and skateboarding. Brand Jordan, named after basketball superstar Michael Jordan, is also a premium label brand targeted at athletes.
Aside from these, NIKE’s come up with various product lines endorsed by athletes such as LeBron James. These lines are high performance and targeted at athletes.
Digital has been the focus of NIKE’s marketing efforts in recent years. The company’s gone hi-tech with its push into digital sport and e-commerce. It introduced the Nike+ running sensor in collaboration with Apple Inc. (AAPL). Other products such as the Nike FuelBand personalize the hi-tech experience for the customer. The FuelBand tracks the intensity of workouts and even motivates the wearers, among its many uses. These products appeal to both athletes as well as non-athletes.
The push into digital gives the company the opportunity to engage directly with the customer. Digital initiatives are especially appealing to younger customers. They also provide invaluable feedback to the company about the overall customer experience.
Comparing NIKE's distribution channels, direct sales to the consumer provide higher margins than do sales to wholesalers.
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