The reason for choosing Nike as the subject company of this project is that Nike is one of the major sports gear manufacturer which plays a dominate role in the global market. However, soccer boots is a recently explored product line for the company. The history of Nike's soccer boots is not as long and famous as the other products of the brand. And, Nike's soccer boots are generally set with a high prices: the price of Nike soccer boots are generally higher when compared with other brands in the same product category in the market. But still they can occupy a significant market share in soccer boots over its competitors.

The aim of this project is to investigate the market segmentation of the soccer boots of Nike, the Mercurial in particular, and anal

This a potential customer group of soccer boots. For those people just began to play football, their demand of a quality and price is lower than those used be playing. However, their requirement will be gradually increased if they keep on playing. At the moment their choice of boots would be low price and less sophisticated. 7. Female Soccer Players Women are less likely to play football, so this segment is rather small. As it is not profitable, most company would ignore this group of customers in designing soccer boots. As a result female players have to choose boots which is designed for men. Nike Soccer boots' Marketing Having identified the major customer groups, Nike has developed four series of soccer boots with different priced and designed to suit different market segments. In Nike's market segmentation, they have the follow ranking for each customer groups:

The materials of the boots allowed the product to have a lightweight. The kangaroo- leather-made outer part of the boots provide comfort and water retention to the feet without stretching. The "First Touch control" coating increases friction against the ball for better control. The anatomically correct sock liner inside the boots also provides in-shoe comfort. The position of the molded studs at the bottom increases traction and stability. Stainless steel tips of the studs also provide traction and greater pressure dispersion.

Apart from the sponsorship, there are two TV commercials launched together with the sponsorship during the World Cup 98 Finals. There are two TV commercials for Nike at that period, namely the Airport Football and Beach Boys. Both of them featured Ronaldo and a large number of football stars and they are broadcast in globally so that every corner of the world could see the TV commercials. Nike's market communications strategies has always been refined to adapt new approach which enabled them to sustain a long-lasting positions in the market.

Some common words found in the essay are:
Soccer Players, Mercurial People, World Cup, Umbro Addidas, Mercurial Features, Phil Knight, Players Indoor, Decision Mercurial, Players Professional, Features KFDs, soccer boots, soccer players, world cup, world cup 98, amateur soccer, cup 98, sports gear, market segmentation, playing football, nike's soccer, female soccer, amateur soccer players, professional soccer players, nike's soccer boots, female soccer players,
Approximate Word count = 3142
Approximate Pages = 13 (250 words per page double spaced)