Professional Documents
Culture Documents
strategy to target young adults, adults as well as children who have passion
for fitness & sports. Although it targets customers in the age group of 13-40
years but majority of its customers are of 15-30 years of age who hail from
upper middle class or the luxury class of customers.
User & benefit based positioning are the strategies Adidas uses to create
distinctive image in the mind of the prospective consumer. By emphasizing
the value of quality products from a trusted brand Adidas is able to
maintain its brand essence. The portfolio is divided as follows.
They have Adidas-performance in Competitive sports,
Reebok & Reebok classics in Active sports & casual sports, &
Adidas originals, Adidas Fun, Rockport in Sports fashion.
Branding
Adidas is the closest company to Nike in terms of marketing strategy. The
company focuses heavily on soccer and has a wide variety of apparel and
accessories. They have struggled in the basketball space. Their top two
sponsored players, Derrick Rose and Dwight Howard, have seen drastic
decrease in performance over the past few years. When they were initially
signed, both of these players were arguably in the top 5 best players in the
NBA. After many injuries and disappointing seasons, people in the
basketball community do not look fondly on adidas basketball shoes as they
correlate the injuries of these two superstars to the footwear and
accessories they wear. It seems that adidas has pulled back much of their
marketing efforts in the sport of basketball. Adidas has moved outside of
the sports market with the development of a new shoe that is made almost
entirely from ocean plastic. They hope to attract a new target market with
this product green consumers. They also have discussed plans of
opening a new factory in Detroit to bring new jobs to the city. They hope to
use the projects to win hearts and minds of the people in that part of the
country and hopefully influence them to buy from them.
C0nsumer Segmentation
Standing as one of the most versatile companies in the world Adidas is not
subjected to limited markets of any kind. Big enough to have a web of
readily available products eagerly anticipating the attack of our marketing
mix. Adidas has its hand on almost every person on the planet as far as
potential consumers; producing products that fit almost every demographic
possible. Adidas takes a very cerebral approach to who their target market
is and how it is marketed to them.