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According to Mintel Sports Participation Report (2007) participation in sport is biased towards males under the age of 45 who are categorised in the ABC1 socio-economic grade. Therefore the ideal target market Nike should aim this product at is the young sports enthusiasts between the ages of 15-35.

In order to reach their target market, Nike will segment the country geodemographically targeting the cities with the highest level of sports participation and ABC1 individuals.

The target audience to be used in this DSM strategy is going to be early adopters and opinion leaders, as this product is new to the UK market. The target audience is going to be very similar to the actual target market, as this segment of people will buy the product for themselves. So the target audience is going to be……….

According to Business Week and Interbrand (2007) Nike is the leading sports company on the planet and its infamous Nike ‘swoosh’ is known to people all over the globe......

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Approximate Word Count: 484
Approximate Pages: 2 (250 words per double-spaced page)

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