Market Segmentation of Airmax:: Product: Nike Air Max

Submitted By:
Anish Kumar
Aadesh Kumar
Product: Nike Air Max
1. Market Segmentation of Airmax: Nike uses different segmentations to target

individuals.
Demographic Segmentation: Nike uses demographic segmentation to target individuals
according to their income age, gender, profession. Nike primarily target market is between 15 to
40 and sports-centric audience. They provide Airmax for both genders- Male and Female. They
target upper class and high-income audience. Nike is increasing focus on youngsters by
advertising marketing campaigns about young adults striving to be like their athlete idols. Nike
has recently introduced variety of women shoes to increase market share by targeting fast
growing women segment.
Psychographic Segmentation: Nike also uses psychographic segmentation to target consumers
with their lifestyles and personalities. There is a relationship between lifestyle and consumer
buying behavior. Consumers buy products, which matches their lifestyle-AIO (Activities interest
and opinion). Nike targets consumers who are involved in sports in anyway; whether they are
playing, watching, talking or are interested in any kind of sports. Nike is not a fashion brand but
a brand for sports loving and fitness freaks customers. (Sports such as football, basketball, and
cricket). Personality is also the part of segmentation of Airmax because they show confident and
successful people in advertisement.
Behavioral Segmentation: Nike uses behavioral segmentation to target audience with
occasions, benefits, and user status. Nike also target individual according to different occasions-
big sports events, like FIFA and Cricket World cup. The benefit expectations of the company’s
products are clearly define: You are an athlete, Nike products make you feel athletic.
Consumer loyalty is very important, to keep old customers. Nike is providing quality product,
different offers, Nikeplus membership (no shipping charges), and respect for customers. They
call their loyal customer for trial of their new shoes.
Geographic Segmentation: Nike uses geographic segmentation to target countries, regions, and
cities like Nike focuses on football and baseball in USA they advertise about football and
baseball using popular athletes of these sports. It changes according to region like in Asia,
especially in India and Pakistan they focuses on cricket in their advertisement.
2. Type of Product: It varies customer to customer. If customers is, buying Nike
Airmax by comparing attributes such as; Quality, price, and style in the process of
selecting and purchasing, with different competitors/shoes it is shopping.
If customer set his mind before buying that he will purchase only Nike Airmax then it is
Specialty.
3. Product Attributes:
Core Layer: Comfort-(running shoes) and Street Style, Airmax provide comfort with casual
style.
Actual Layer:
Style and Design: Airmax is made of mix of leather, foam, and full-length visible air. It is
available in variety of colors-You can get customize piece. Airmax’s shape was inspired by
Japan's high-speed Bullet Trains.
Brand Elements: Nike Airmax is very trusted and high quality product. ‘Swoosh’ is logo of
Nike Airmax. Slogan of Airmax is “Run on Air”.
Quality: Airmax is highly comfortable, excellent fit, very durable and reliable.
Features: Visible air cushioning system on the heel.
 Rubber outsole makes them more durable and increases grip-Supportive Fit
 Padded cuff and tongue for extra support and comfort.
 It is Lightweight, smooth and non-irritating to the skin.
Packaging: It comes with simple and Special Air Bubble Packaging
Labelling Nike and some other details-warranty, contact details and bar code etc.
Augmented Layer:
Warranty: Nike Airmax has guarantee of material or workshop flaw and Some Nike
shoes have specific written guarantees or warranties.
Return Policy: Nike Airmax comes with 30-day risk free trial. “Wear it, test it, and Keep what
you like.” You can return the shoes within the 30 days even after wearing.
Toll free Number: The toll free number if Nike is 503-671-6453.
Nike plus Membership: You can become member of Nike plus to get many benefits.
Nike App & Online Availability: Nike app is way to access all Nike rewards and benefits-free
shipping and accessibility to all Nike products online.
Discounts offer: Nike offers discounts for different people and different occasion-Student
Discounts, Military Discounts, Discount for members and occasionally promo codes.
4. Positioning Map
Nike Airmax
5. Type of Consumer Buying Behavior: Of Nike Airmax is complex buying behaviour.

It is highly differenciable. Nike Airmax is only product with airbags-Air of athletes. It’s
shape, design, quality, comfortablity level, and features-supportive fit is easily
differnciable from other products and brand. Nike Airmax is expensive product so
consumers are highly involved while puchasing it.

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Market Segmentation of Airmax:: Product: Nike Air Max

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Product: Nike Air Max

1. Market Segmentation of Airmax: Nike uses different segmentations to target

5. Type of Consumer Buying Behavior: Of Nike Airmax is complex buying behaviour.

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