10. NIKEiD
Allows customers to personalize and design their own Nike merchandise.
Online services as well as physical NIKEiD studios in different countries around
the world
Individual Marketing - Customerization
11. Array of Products
catering to a specific
Market of –
High-Income +
Fitness-Centric +
Sports Enthusiast
Market Targeting - Nike
12. Cole Haan
Global lifestyle
brand that defines
American
style, beauty, and
luxury
Hurley International
Clothing company
located in Costa
Mesa, California.
The company puts
emphasis on
skateboarding, surfin
g, music, and fun.
Umbro
English sportswear
and football
equipment supplier.
Umbro designs,
sources, and
markets sport-
related apparel,
footwear, and
equipment.
Converse
American shoe
company that
has been making
shoes, lifestyle
fashion and
athletic apparel.
13. Market Targeting – Nike & Its
Subsidiaries
Selective specialization
Targeting many segments
which may have little
synergy with other
among themselves.
The ultimate level of segmentation leads to ‘segments of one’, customised marketing or one-to-one marketingCustomerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.