Nike cross fit shoes
Nike marketing department is planning to launch a new line named Cross fit shoes. It is essential to identify the target segment in order to form a strategy for marketing and to constitute positioning analysis. Nike trademark is famous brand among youth and adults who keen on sport. The brand disposes of different lines for specific purposes, such as shoes for running, basketball, training, casual etc. This time, Nike is aimed at creating Cross fit shoes line that will be suitable for heavy training, including weightlifting, aerobic exercise, and calisthenics.
The target segment for Cross fit shoes are men who work out in gyms or outside in high-intensive pace and do weightlifting, as well as women who undertake high-intensity interval training or aerobics in gyms. It means that Nike is shortening the age of its target segment to 20-40 years old as in general there are young people who tend to perform intensive training while older people seem to be more interested in running.
When it comes to a geographical factor, the target segment for the Cross fit shoes involves all parts of the United States as there are fit people all around the country. In the Southern part of the US, however, there are people who prevail to exercise more on the street and choose running. In accordance with the new Gallup-Healthways Well-Being Index, citizens of Green Mountain State are likely to exercise more than in the East. “Hawaii came in second place, and Montana, Alaska, and Colorado rounded out the top five” (Willett, 2014). A couple of years in a row data shows that Vermont has been the most exercising State, with the vast majority of the population of white non-Hispanic or Latino origin. After Vermont comes Hawaii with 62,2%, Montana 60,1%, Alaska 60,1%, Colorado 59,8%, Oregon 58%, Idaho 57,7%, New Mexico 57,4%, Nebraska 56,3% and North Dakota 56%. Other states do exercise less than 3 times a week, according to the survey, and Delaware is legging behind all the states.
A psychographic factor is one of the most important factors that analyzes personality, attitude, values, interests, opinions and lifestyle in general. A survey shows, that a person who takes sport seriously is ready to spend $100+ on their shoes (Dholakia, 2015). If sport for a person is not just a hobby but a kind of lifestyle, the price for the shoes can be twice or even three times higher. For many, it is not only about the quality but also about the brand.
Therefore, Cross fit shoes are aimed at consumers with medium income and those, who value the quality, as Nike has been a durable brand over many years. It is not necessary to exercise day to day and has a daily routine that is connected with physical exercise as Cross fit shoes is not targeting casual category. For Cross sneakers, it will be enough to suggest that a person works out on a regular basis several times a week in order to keep themselves strong and fit.
Cross fit shoes should come in different colors both for men and women. Above, it was determined that the main target segment is men and women between 20-40 years. Therefore, the colors should vary from neutral to bright colors that make shoes more attractive for any taste. In an advertisement, it is essential to highlight the main features and the general purpose of the shoes.
References
Dholakia Ph.D. Utpal (2015). How Much Are Your Shoes Really Costing You? Psychology Today. Retrieved from https://www.psychologytoday.com/blog/the-science-behind-behavior/201510/how-much-are-your-shoes-really-costing-you
Willett, Megan (2014). These are the most active states in America. Business Insider. Retrieved from http://www.businessinsider.com/the-states-that-exercise-the-most-2014-3
