Mkt421 Marketing Phase Ii Essay

1394 WordsFeb 21, 20136 Pages
Marketing Plan: Phase II Marketing Plan: Phase II Brief Introduction – Corey Cox Segmentation Criteria Market segmentation is the process of splitting customers, or potential customers, into different groups, or segments, in which customers share a similar level of interest, and who will be most receptive to a product. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, and household status. With Nike's introduction of its new line of sports drinks the segmenting market will target athletes, non-athletes, both women and male generally from the ages 15 to 35. Nike's targeting market is active people who enjoy high quality sporting goods, especially footwear, and now, a new line of revolutionary sports drinks. With a new product launch Nike will have to focus on creating a first-class consumer experience along with creative product innovation, brand leadership, and maintain superior retail existence. Nike will have to target additional geographic expansion and farther marketing saturation in all regions. The idea is to capitalize on the strengths of the Nike brand and the weaknesses of other sport drink market leaders. Target Market It seems as if our product target the same market as Gatorade and Powerade. Zmuda (2010) addressed certain issues that are more based on image than anything, whereas now the focus has shifted to educating consumers about any changes to the product lineup. Our target market is going to take on a very large array of clientele. We will attempt to get new distribution deals with businesses such as GNC and Whole Foods to put our product on their shelves. The target consumer will consist of those in action sports, surfers, dancers, and teens. These are the consumers that will help put our product in the hands and the homes in our area of

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