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Marketing Management

In terms of psychographic segmentation, consumers who are mainly “sports-oriented” and “outdoor-oriented” shall be the prime target (Kotler, Keller, Ang, Leong, & Tan, 2006, p. 254). Targeting athletes, sports foot wear users and enthusiasts who value a more than frequent exercise regimen and those who hold both light and rigorous training routine would find the insole technology to be of significant use to their work out activities.

As for their lifestyle, they may be busy with school and work related activities, but they make it point that an exercise activity is included either in their day’s or week’s itinerary. These are the target consumers who value physical health and condition to be one of their main priorities in life. In terms of behavioral segmentation, the insole technology can be geared towards athletes, sports footwear users and enthusiasts who are ready to buy and who hold a positive and enthusiastic outlook on what the product may offer to them.

Moreover, this product can be geared to those who are rather regular users of the Nike brand—those consumers who appreciate, understand, and patronize different apparels, gears, and products of Nike. It would be deemed a logical for this insole technology to be perceived as

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a form of accessory, and naturally, consumers who are rather familiar with the brand and have benefited from the brand before would be the logical choice. The Nike branded insole technology would not be appropriate in other branded sports footwear.

With all these segmentations of the market identified for the target market, an example for a specific target person could be pictured as a male college track and field athlete who belongs to a reputable university and balances his careers in academic and in sports. He keeps his physical condition at an above par level, and this is aided by Nike’s new technology. The insole technology eases the fatigued pressure points in his feet after a hard practice.

Amidst his tiring schedule of class and practice, it is in the Nike removable insole technology where he experiences simple forms of self pampering.

References Kotler, P. , Keller, K. L. , Ang, S. H. , Leong, S. M. , Tan, C. T. (2006). Marketing Management: An Asian Perspective (Fourth Edition). Singapore: Prentice Hall. World of Sports Science (2008). Aging and Athletic Performance. Retrieved December 8, 2008 from http://www. faqs. org/sports-science/A-Ba-and-timeline/Aging-and-Athletic-Performance. html.

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