Ch. 8 - Segmenting and Targeting Markets

Segmentation in Nike is pretty clear and obvious. Throughout the world the segmentation bases are based on, one on one customer sales, organization and groups Nike does it all. When its comes to soccer cleats Nike targets soccer players from amateur to professional levels. They sell in mass bulk to channels they partnered with and  make specially made cleats for organizations based on their players specifications. Individually the cleat brand is put into markets, stores and online stores for costumers. Demand is always high for every new product or innovation.

Ch. 11 - Developing and Managing Products

When new products are being developed, it takes long critical thinking of the design group to come up with the material choice and new cleat technology. Sometimes Nike only comes up with a new color way of an already established cleat brand like, what they always do with the Nike Hypervenoms or introduce something new overall. Before the Magista was introduced it went through several process of evaluation and testing before in was put out to the market, the video below show how the new product was made. The Magista was categorized as an innovation because for the first time knitted material was used on cleats and had since been a hit.