“Everything We Do Is Rooted In Sports.” Adidas Was Created

1087 WordsMar 13, 20175 Pages
“Everything we do is rooted in sports.” Adidas was created to unite the individuals who love to have a sporty lifestyle and fashion sense. Not only have they been providing satisfactory athletic footwear and apparel for athletes since 1900s, but they’ve also continuously deliver products that exceeds consumer standards. Adidas targets potential customers that their products will appeal the most to, because of this they are more successful in selling their product and a trend of increasing profits despite other competitive brands. Through consumer profiling, we are better able to categorize and target consumers based on preference, lifestyle, stage of life, attribute, trait. “Everything starts with the consumer.” Depending on each category,…show more content…
Adidas targets sports participants as well as non-athletes who are into fitness. Adidas primarily focus its marketing with the 20-29 year old age group, but the aim to expand their targeted customers within the younger population, which are the 14-19 year old age group. This company believes that this next generation are the most influential, which can potentially drive the company profits up to new heights. Adidas makes high end, high quality products both sports and fashion related. For sports related merchandise, Adidas targets customers in the age group of 13-40 years, majority of its customers are of 15-30 years of age who are predominantly male, in a working-middle class families or individuals. A small percentage purchase their product as a fashion statement, and this is popular between the ages of 16-25 years in the middle-class population for both genders. Kotler and Zaltman (1976) stated, that in terms of launching a new product buying habits should be analyzed to reinforce different strategies that can increase the likelihood of customer purchase. Buying habits includes frequency and the kind of buyer a customer is; are they likely to buy when a product is reduced or does price not matter? Do they have a preferential brand of choice? Are they likely to buy online or in store? These factors need be considered and is particularly important when setting up a customer profile. “The marketer should attempt to identify the characteristics of

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