target audience and customer insight

target audience :

what is the target market ?

The target market of adidas is the urban youth with brand proposition ‘competition to lifestyle’, sportive people.

Market needs:

-Comfort


-durability

-style

-price

- look

- value of money !


who is the target audience ??

  • youth males and females . Age: 15 to 40 years.
  • athletes people that interested in sport.
  • Individuals who like fashion and greatness!

Market segments


 Demographic segmentation

-         Age: 15 to 40 years.

-        Income level : >15,000

-        Social class: upper middle, and upper class.

-        Gender: male and female


Behavioral segmentation


           Benefits Sought

            -Athletes


            -Gym regulars


            -Sports enthusiastic


            -Image seekers


 psychographic segmentation

            -Experiences


            -Achievers


            -Image Drivers


            -Strivers

 

customer Insight 

Event

At the beginning of the 2012 Olympics in London, Nike unleashed its athletics-encouraging campaign called ‘Find Your Greatness’. The aim of the campaign was to promote aspirations of being an athlete, but not just with high-performing athletes but with all people regardless of their physical capability.

Insight

What consumer insights showed Nike was that the majority of their target audience were not professional athletes, but people who strived to be more like them. This campaign was aimed at inspiring all of their audience members to achieve their own personal greatness. Pushing your limits isn’t only for top-level athletes, as Nike deduced. All of this was data-driven, of course, and carefully analyzed before any action took place.

Result

So, it’s not just the medal-winners and record-breakers who should wear Nike gear, but everyone ready to push their boundaries no matter their fitness level. The inspiring message had enormous appeal for target consumers and challenged the approach to heavily target the pros upheld by the company until that time. 

it’s not just the championship athlete or record breaker that strives to push their own limits. With the knowledge that everyday athletes make up a large portion of Nike’s target audience, this campaign set out to encourage them to “achieve their own defining moment of greatness.”

why it's working 

While the campaign’s inspiring message had mass appeal, it was developed with data-driven personas in mind. The campaign is an ideal example of marketing that resonates by appealing to the emotions of their target consumers, whilst challenging common perceptions of the brand – in this case, that it’s not just for professional athletes.


Nike’s marketing strategy is not limited to the online world. They offer their customers a memorable in-store experience, too. Finding a physical Nike store near you is a breeze. You can do it both through Nike’s official website and their mobile app.

Need a hand choosing a sports outfit? Nike offers a “Shop with a Stylist” feature, the perfect way to make the most out of your store visit. Professional stylists are ready to give you personalized recommendations tailored to your unique needs. They know everything about sports and are often athletes themselves and, of course, know Nike’s products inside and out.







 


  


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