The brand has been established as a youthful brand since its genesis through its continuous efforts of providing the best and customer friendly product range. Adidas is headquartered in Herzogenaurach, Germany and it employees 54,000+ people. Largest International portfolio of sport ambassadors v. In this article, we will talk about the Positioning of Adidas and how it segments and targets the market and then position itself differently for each market segment. Generally Nike produces products for all markets, which grew up enough to be profitable.
Nike does not sell only athletic shoes, but huge number of sporting goods. Although that may be true in the overall scheme of things, there are certain athletes that Nike targets more often because they are more profitable. The foodstuff segmentation; targeting and position play an of the essence p role in this company. This means that different customers all have different needs that need to be fulfilled. Check out the and understand their 4ps of the marketing mix Understand the and its 4ps of Marketing Mix.
As for Adidas targeting is the very correct step as the customers who purchase Adidas are in accordance with anything and everything that it is offering. The company gross for 2009 was listed at â¬10. We are opening the doors of our brands inviting athletes, consumers and partners to co-create the future of sport and sports culture with us. As a result, Adidas positioning their products more popular and high quality in consumers mind. Nike has similar advertising style and advertising budget iii. Apart from the consumers that are interested in sports Adidas try to catch the eye of consumers interested in fashion, street, music and the pop culture which in my opinion it has been a great success thanks to their customer brand loyalty. Adidas targets both male and female customers and offers premium quality sports products.
The main reason of this is that the products are either customized as per need. This essay allow for use the three factors to analyze this company. Adidas mainly focus on demographic and psychographic segmentation. As market consist of many buyers, they may differ in their wants, buying attitudes and buying practices, so a seller might design a separate market program for each buyer. The brand image represents how customers view the organisation.
They branded products into range of male, feminine and kids, according to age and life cycle segmentation and gender segmentation, after all they can have products that can fit to almost every demographic possible. The cities like Mumbai has diverse consumers and have different varieties of products in the market and large number of people visit these markets. Through these methods, Adidas aims to outreach the customers in every segment and every country. The pricing strategy in the marketing mix of Adidas has focused upon high quality and competitor offering. Adidas has a branded range of male and femaleÂ clothing, shoes or body-careÂ and eyewear, which all three brands of Adidas; Performance, Originals and Style too provide products for this segment. That comes from just 858 total retail stores worldwide.
We have great talents in our organization who work with passion for sports and our brands. Technology has enabled us to build more direct relationships with our consumers. But this strategy fails to take into consideration other important variables such as personality, age and consumer lifestyles. Above mentioned are the few potential market segments that Adidas chooses to target for driving their business strategy, sales and marketing activities. Import regulations and duty and tariffs may affect the pricing of different products because 93% of the production is done in Asia, due to availability of cheap labour. Understanding who consumers are will enable you to more closely identify and understand their needs, product and services usage rates and wants.
Therefore, market segmentation is an essential element in marketing strategy and have impact on the various aspects in organisations Weinstein, 2004. Adidas is a great example of a global, targeted marketing campaign. For example some youth groups across the world appear to be somewhat similar. Nigeria has a rich history, and got its independence in 1960 and, and has a unique culture that differs sensibly to the rest of West African states. The company is focusing on top five activities like running, basketball, football, tennis and training.
The company wants to market its products and sell them in large number so that they can raise market share. It strives to be the global leader in They can now choose to purchase products, which are made from environmentally friendly materials, with a higher price to ensure it is safe to use. Adidas has always strived to provide the best of the best goods and equipment to the athletes through its innovations including the first shoes designed for ice and the first multi- studded shoes. Adidas segment customers like athletes, gym regulars, sports enthusiasts, brand freaks and image seekers. Bose, 2012 The need for segmenting arised for Adidas as it felt that market is not homogeneous. The usefulness of this kind of segmentation is to identify your accessible market and how best to grow it.
Adidas established their positioning based on cresting beliefs and values. It is very important from the point of a view of a marketer to know the target market. Here is some youtube link of Direct competitors In a nutshell I can say that Adidas have strong brand position in sportswear market. So at first Adidas only design and manufacture sports shoes. Adidas often have work with different athletes, which produce products that enhance performances.
Adidas uses different types of segmentation to break a bigger market into small customer groups. This can be used in particular to find ways of breaking into a market. S competitor Nike over market share in the field of football footwear and accessories. One demographic feature that plays an important role in how firms market products and services is men versus women. Most Downloaded Sample of Management. The other behavioral segments are like user status, usage rate, loyalty, benefits and occasions. They branded products into range of male, female and kids, according to age and life cycle segmentation and gender segmentation, after all they can have products that can fit to almost every demographic possible.