Marketing Segmentation of Adidas Essay

1438 Words Jun 12th, 2011 6 Pages

Adidas is a major German sports apparel manufacturer, which was founded in 1948. It is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after Nike. The company's clothing and shoe designs typically feature three parallel bars. The company revenue for 2009 was listed at €10.38 billion. The market segmentation; targeting and position play an important role in this company. This essay will use the three factors to analyze this company.

Market segmentation

Market segmentation was to dividing a market into distinct groups of buyers with different needs, charactistics or behaviour who might require separate products or marketing mixes, the company will first
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From the definition of positioning we can easily understand positioning is not what company do to the product, it’s what company do to the mind of consumer relative to competing products, therefore, company can through a valuable proposition, positioning provide the reasons for purchase in the mind of the customers.

Firstly, Adidas is a company focus on producing and selling sports goods, which include footwear, clothes and some sports equipment. Therefore, Adidas invested a lot of money to major sport events and major sports clubs around the world to promote and positioning the impression of the Adidas’s sports products as the world leading high quality and most popular sports producer. In addition to using celebrity and well-known club to endorse products, Adidas also constantly using innovation of technique to improve the quality of product, and employ world’s best designers to make their products more popular. As a result, Adidas positioning their products more popular and high quality in consumers mind.

Secondly, Adidas is now positioning their new products to be “faster”. For example, the new basketball boots “Dwight Howard Superbeast” which was represented by NBA basketball star Dwight Howard is the lightest professional basketball boots in

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