Got U Kicks

In: Business and Management

Submitted By joshgayle
Words 1231
Pages 5
Nike Air Got U KiCks

Joshua Gayle
Strayer University
Instructor Melody Kelley
Marketing Management
March 13, 2011

Identify the marketing segment for the product and explain why this segment was selected;

The product is a called (Nike Air Got U KiCks) and is a branch off from the Nike Air Jordan Brand line. The segment was selected because the product fits the need in the market. The product is targeted to specific identifiable groups of individuals, families, firms, or organizations, sharing one or more characteristics or needs in an otherwise homogenous market. Market segments generally respond in a predictable manner to a marketing or promotion offer.

Nike is a major sportswear and equipment supplier based in the United States, and is the world's leading supplier of athletic shoes and apparel. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.

Nike Air Got U KiCks has been chosen to be launched because of its design and its marketability. The product design is based on convenience, because of the concept. The concept is model around several different designs Nike has created in the past. The sneaker is model after the Nike Air Jordan line with a mix of the foamposite design. The part that makes the shoe standout is the odorized sock that is stitched in the sneaker. The sock doesn't have to be changed because it has chemical enzymes that eat away at the moisture that causes odors.

Discuss the target market and why these customers will…...

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