Marketing Segmentation of Adidas Essay

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Introduction

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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it’s everywhere around the global where sports are simply played, watched, enjoyed and celebrated. | Originals | focuses on streetwear and lifestyle fasions. | Style | Y-3 targets a forward-thinking fashion consumer.SLVR is the smart fashion sportswear label within adidas Sport Style.NEO label is targeted to appeal to the fashionable teen (12- to 16-year-old) who is fully engaged in life, be it through social networking, family, friends, outdoor or sporting activities. |
(Adidas group 2009)

Those brands allow Adidas to address multiple consumer needs, exploit market opportunities from various angles as well as be less affected by one-dimensional market risks.
Considering each sub brand, it uses market coverage strategy which identifies as a market coverage strategy in which a company goes after a large share of one or a few submarket. (Kotler et al 2010, p279) For example, Adidas Orginal promotes classic style. It comprise the side collection of numbers of items such as sneakers, clothes, eyewear an watches. In addition, it promotes for different gender, also it targets on customers refer to their lifestyle, which are interest, hobbies and personality , for example, the people like skateboarding would like Adidas Original. adidas Originals with its Trefoil logo has become a relevant part of many people’s lives, whether they are skaters, rockers, artists, musicians, sneakerheads, sports fans and so on. In 2011, Adidas Originals promotes a new line which is

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