In this order of ideas, when the adults are parents who supervise and approve, Nike had to convince the parents that there was more behind the international brand. Parents has to realize the high quality of the Nike sports ware and realize that one product bought from the manufacturer would last much longer that other products and is therefore worth the additional money.
From a second major stand point, the adults target market had to be regarded as a buying force, not just supervisor and approver. This approach became necessary when not all adults are parents and even more, regardless of their quality of parent or not, the adult is himself a consumer and a sports practitioner.
In regard to the second approach, where the adult is the force which increases the companys sales and therefore profits, the marketing campaign had to be focused on those features which interest the adult buyer. These features, included in the Nike commercials, revolve around an emphasis on the high quality of the Nike apparel and shoes, as well as the encouragement and support towards a healthy life through sports activities.
Nike encourages adults to change their life styles for the better, to practice more sports and become healthier. They also advice the adult customers to stop postponing the moment of exercise and Just Do it!
4. Nike for Young Adults
The successful approach of the target market formed of young adults is due to the specific approach Nike has managed to implement. In this order of ideas, they understood that the young adults are a particular market, different from adolescents and adults, but not entirely opposite to them. As such, the target market formed of young adults is characterized by numerous features common to the teenagers target market on the one hand, and the adults target market on the other hand.
Otherwise said, the best approach of the target market formed from young adults is achieved by a combination of the features particular to the teenagers and the adults over the age of 25. The marketing strategy for the young adults had to consider the following features:
Young adults are rarely parents, therefore not a decisive force, but a buying force
Young adults are interested in fashion trends
Young adults are also interested in a healthy life style though practicing sports.
Nike shoes and apparel are high quality products, sold at rather high prices and the companys market strategy is basically focused on forwarding the Nike brand. The companys logo, Just Do it! is addressed to all customers and potential customers of all ages. Nike promotes a healthy life style, with lots of exercise in it. And such a lifestyle is desired by all individuals, regardless of their group age.
The teenagers target market is attracted by brand and Nikes association with their icons; adults are attracted by the high quality of the products and the promotion of a healthy life style through sports; and the young adults are attracted by both fashion and emphasis on sports.
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