As I sat to pen down this blog, my sister walked in from her boxing class. All sweaty and exhausted, she tried real hard to forget leftover cheeseburger in our fridge while I prepared salad for lunch. Whether she chooses the burger or double work-out regime the next day, the struggle is real.
According to a report by Public health England, millions of women desire to be more active but the fear of being judged was putting them off. Nike rolled out its biggest campaign initiative ‘Better For It’ focusing on the ‘everyday woman’ rather than the more elite-athletic type tapping ever – growing apparel industry for women.
Bannered with a series of short films, ‘Better For It’ voices the subdued thoughts of women towards fitness and motivates them to fulfil their dreams. Be it their endeavour to complete a marathon run or to reach that extra inch of leg rise in a yoga posture, Nike’s campaign inspires women to come out as shining stars even in their own personal space. Watch.
The Segmentation, Targeting and Positioning (STP) model of Nike’s campaign was well-executed and received. Let’s analyse its marketing model in depth:
Nike predicted that womens’ line could add USD 2 billion in additional sales by 2017 and having significant market growth in active wear for women’s apparel business has made Nike’s marketers to penetrate deeper into this niche market compared to competitors.
On demographics and psychology basis using a variety of segmentation bases/variables, Nike realized that the concentration should be shifted towards women who are already active but not athletes, from age of 18 to 34.
When I thought about how Nike selected its target market for this segment, the first thing that strike me was the attractiveness and suitability of the brand.
Based on needs, gender, behaviours, preferences, demographics and shopping styles, Nike has defined its segment profiles as those women who are active but are afraid of being judged.
The available market data and consumer research findings such as segment size, growth rates, distribution, price sensitivity and brand loyalty are then added to the segment profiles on the grounds of which Nike has evaluated market segments.
Positioning indicates implementing the segmentation by optimizing the products for that segment and to communicate the choice that distinguishes the brand. In order to be seen in full light in the target market, Nike has developed an excellent positioning strategy by making its advertising objective very clear that the brand not only acknowledges athletes but also regular people. Social media hyped through interactive and motivational marketing strategy for Nike to reach out to its existing and potential new customers.
Once a positioning strategy was in place, Nike moved towards development and implementation of a marketing mix which required products to be designed and developed at a suitable price, with proper distribution channels and with an effective promotional program. This step is periodical. Nike reviews the performance of its various products on a regular basis and keeps track of its segmentation process in order to reassess its view of the market and to look for new opportunities.
It is clearly seen that Nike has rightfully utilized every step in its marketing strategy and delivered its goals. It has become “the ultimate women’s sports apparel brand” and has reached a wider audience. Not just sportspersons but women from all genres of life rely on Nike for comfort, style and self-belief.
This in itself is a big deal as the brand becomes a household favourite and consumers are loyal to it. Nike’s vision for its “Better For It” campaign has broken every stereotype and hesitation and created a revolution in empowering women.
Besides selling shoes and other sports equipment, the brand is also promoting a lifestyle that brings sports culture under such motivating attitude as competitive.
All this while“Just do it” has been the main slogan for Nike. Now the question is if “Better for It” would become the new trait to characterize the brand. The only certainty for now is that this campaign will be another success of Nike sports brand.
In fact, It already is. Do you feel #betterforit?
- Sunghoon, K, Fong, DH, &Desarbo, WS 2012, ‘Model-Based Segmentation Featuring Simultaneous Segment-Level Variable Selection’, Journal of Marketing Research (JMR), vol. 49, no. 5, pp. 725-736.
- BĂLĂŞESCU, S 2014, ‘CONTRIBUTIONS TO THE FOUNDATION OF THE MARKETING MIX FOR RETAIL COMPANIES’, Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, vol. 7, no. 1, pp. 17-24.