Customer Segmentation of Nike Using Nielsen's PRIZM



Customer Segmentation of Nike Using Nielsen's PRIZM

Nike

Nike is the world's leading manufacturer, marketer and distributor of the athletic footwear and sportswear accessories. It primarily operates in Asia Pacific, Middle East, Africa, Americas and Europe. In the past decade, the brand has become widely recognized and financially strong. Brand management is one of its greatest strengths. Consumers relate themselves with the brands they find to be of superior quality. A strong brand allows expansion in the market share and prolonged consumer satisfaction (Katz, 2005). The same has been the case with Nike. No doubt, the brand came across hard times in the forms of social allegations but, their marketing campaigns specially “just do it” helped it revive its brand image. Eventually, Nike keeps on improving its product lines which helps keeping the target segment engaged with the brand. The swoosh sign is recognizable in almost the entire world. This alone accounts for Nike's worldwide success.

Nielsen's Prizm

The Nielsen PRIZM is a set of geo-demographics customer segmentations for the United States. It has been developed by Claritas Inc. and then the Nielsen Company acquired it. The method of PRIZM has been widely utilized by numerous of the marketing strategies in the U.S during the 1990s and is used also used today by numerous companies. This customer segmentation was developed, in part, via the analysis of U.S. census data (claritas.com). The customer segmentations of PRISM are numbered form 01 to 66 and have been given various different names as per the categories.

Customer Segmentation of Nike

Following are the names of the customer segmentations for Nike according to Nielsen's PRIZM.

01 Upper Crust

03 Movers and Shakers

04 Young Digerati

06 Winter's Circle

09 Big Fish, Small Pond

10 Second City Elite

14 New Empty Nests

22 Young Influentials

36 Blue-Chip Blues

44 New Beginnings

53 Mobility Blues

26 The ...