Issue of the Day….Nike's NEW Pink football boots (soccer cleats). The reason I’ve chosen this to write about is that I feel Nike have made a quite basic marketing mistake. The mistake being they’ve created a brilliant product but are marketing it to the wrong set of people. Nike has created the most girly looking soccer cleat I’ve EVER seen and yet they are still marketing it (just like the many previous soccer cleats before this one) specifically towards the male segment of the market. Even though soccer is now the most popular female sport in the world and continues to be the fastest growing participant sport in the U.K.
The release of these New Pink soccer cleats, & the marketing efforts along with it, have brought up fresh into my mind the view I have of Nike, as not really harnessing the market potential they have with the female soccer player. I have never seen a soccer cleat advert out there that is directed specifically towards this huge female market base. I honestly believe if Nike where to invest some of their marketing budget into the female demographic base they would reap the rewards.
This issue reminds me very much of the whole Sony vs. Nintendo games console sales war, the fact that Nintendo successfully broke away from targeting specifically to the traditional male gaming market and instead targeted the non-traditional gamer, females and consequently went onto overtake Sony as market leaders.
So my issue concludes with this, Nike would do well to readjust their marketing strategy, they’re wasting they’re marketing efforts on trying to get guys to wear garish pink boots in their Sunday league games…I just feel they’ve got their marketing direction all wrong, and in fact by directing they’re marketing campaign to the female player demographic they would reap better financial rewards & sales figures
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