Abstract

This case study discusses the segmentation and targeting strategy adopted by Nike to launch its competition sportswear titled ‘Pro Hijab’, a performance headscarf targeted at Muslim Women Athletes (MWAs) in general and with a special focus on Middle-Eastern athletes. The case explores the reasons that caused Nike to come up with the idea of the Pro Hijab and how it consulted several famous MWAs across the globe before designing the sports headscarf. The case also presents the measures adopted by Nike to ensure that the Pro Hijab was designed in such a way as to meet all the needs of the MWAs. At the end, the case facilitates a critical discussion on Nike’s decision to launch its new brand and the strengths and potential limitations attached to it. Will this decision to target such a niche segment be beneficial to Nike, given the criticism and negativity it had to face to launch the Pro Hijab?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Developing a segmentation strategy along with identifying the different bases of segmentation
• Understanding the concept of ‘Niche Segment’ along with the characteristics, benefits, and risks associated in targeting such segments
• Importance of identifying the appropriate segment(s) to target for a particular product of the company

Keywords

Segmentation, Targeting, Niche segment, Nike, Grassroots Marketing, New Product Development strategy, Marketing Strategy, Pro-Hijab