Adidas Target Market Analysis

Register to read the introduction… Marketing plans are formulated according to the target market, taking into account their demographics, demands and specific needs. The brand also integrates the target market and the market strategies. Managers understand brand equity in terms of the target market (Elliott & Percy, 2007). Brand claims are established strongly in the customers’ minds for each specific product, but the perceptions may vary according to variation in different segments of the market.

Adidas, as has already been described, started as a company manufacturing footwear for athletes/ sportspersons. Then it expanded to sports equipment and sports clothing. With time and increasing popularity of Adidas, it has also opened up to the general public. The three divisions of Adidas have therefore, developed as- Performance, Originals …show more content…
The logo of Adidas came into being after three stripes were used on the designs of many shoes manufactured by the company. It was in 1948 that the three stripes were officially registered as the Adidas logo. The basic Adidas logo, to this day, comprises of just three slanting stripes and the brand name. However, as Adidas expanded into three divisions- Performance, Originals and Style, it developed new logos and experimented with different colours. The original logo was reserved for the performance division as performance and functionality were the original goals of Adidas products. A light blue flower logo was designed for original Adidas products and a grey ball for Adidas Style. However, care was taken to incorporate the original three stripes in all of these logos. It is this consistent use of three stripes that has maintained a strong brand identity for