How Adidas uses Market Segmentation

 How Adidas uses Market Segmentation 


One of the names that come to my mind when I think of sportswear these days is Adidas. Adidas was officially founded by the German Adolf Dassler in 1949. This multinational corporation has since then led the way in designing and producing clothing, shoes and other sports accessories. Today Adidas is ranked as Europe's biggest manufacturer of sportswear. Adidas is ranked number two behind Nike as the biggest producer of sports clothing in the world. Adidas is also specialized in the production of footwear, toiletries, apparel and other sports equipment. They are widely known for their impact on sports like football and basketball. And they officially are the kitting company for football clubs like Bayern München and Manchester United. 


Image 1: (Soccerbible, 2022)


The market segmentation of Adidas consists of Behavioral, Demographic, and Psychographic segmentation. This brand has of course different segments formed based on the preferences of customers. All the products Adidas make fall into one out of four categories: Neo, performance, style and Original. 

Neo: Neo is a relatively new segment with products designed for customers aged 14 to 19 years old.
 
Original: The line of new and old products mainly includes street-style casual wear. Originals consist of footwear and clothing that are not necessarily sporty in appearance.
 
Performance: This segment is made up of products that are sporty in nature. They include sportswear designed to meet the needs of athletics. These needs include sportswear, including sports clothing and footwear that can improve the overall performance of users in their respective sporting activities.
 
Style: Adidas products are available under style consisting of footwear and clothing that are trendy and sporty. The customers that fit this segment are almost always young people.  

                                                           Image 2: (PDFagile, 2022)


Behavioural segmentation like the Neo, Originals, Performance and Style segments of Adidas are offering some different customers a choice based on their preferences. They can take world-famous athletes and draw them to product underperformance. And costumers looking for streetwise clothing would prefer Originals. Sporty and trendy youth can stick with Style, while young teenagers can choose clothing and shoes from the Neo segment.

Demographic segmentation is the Adidas designs and products clothes, accessories and shoes for different groups of ages and gender.

Psychograpic segmentation. Adidas are able to strike a delicate balance in providing apparel and sportswear for both the upper and middle social class. They offer top-class products as well as items produced to meet the needs of upper-middle-income earners.      


Reference list:

MasterLaban (2022). Adidas Market Segmentation, Targeting And Positioning - Free Essay Example. [online] EDUZAURUS. Available at: https://eduzaurus.com/free-essay-samples/adidas-market-segmentation-targeting-and-positioning/.

PDFagile (2022). Adidas Segmentation, Targeting, and Positioning | PDF Agile. [online] www.pdfagile.com. Available at: https://www.pdfagile.com/blog/adidas-segmentation-targeting-and-positioning [Accessed 21 Feb. 2023].

Soccerbible (2022). adidas Football Kits To Feature Brand’s New Performance Logo In 2022. [online] SoccerBible. Available at: https://www.soccerbible.com/news/2021/12/adidas-football-kits-to-feature-brands-new-performance-logo-in-2022/ [Accessed 21 Feb. 2023].

Soccerbible (2022). Adidas Football Kits To Feature Brand’s New Performance Logo In 2022.
[Image 1] Available at: https://www.soccerbible.com/news/2021/12/adidas-football-kits-to-feature-
brands-new-performance-logo-in-2022/ (Accessed: 21 February 2023)

PDFagile (2022). Adidas Segmentation, Targeting, and Positioning. [Image 2] Available at: https://www.pdfagile.com/blog/adidas-segmentation-targeting-and-positioning (Accessed 21 February 2023)

Kommentarer

  1. Marco Pini23. februar 2023 kl. 11:37

    Hi Jacob. I thought that was a great blog! You seem to have a really good understanding of Adidas as a company. The blog was really interesting and I learned a lot. I liked how you explained each of the product categories and who they target.

    SvarSlett
  2. Shane Armstrong24. februar 2023 kl. 08:35

    Hello Jacob fantastic blog it was very interesting and informative and it shows that you pick up on the small details that Adidas do with their marketing

    SvarSlett
  3. Connor Williams24. februar 2023 kl. 15:41

    Very interesting case study for Market Segmentation. Using Adidas as an example to explain Market Segmentation was a great way to get me to remember the information you have explained.

    SvarSlett
  4. Amin25. februar 2023 kl. 02:40

    Great Blog Jacob. I liked how you break down the different components and the segmentations adidas use and their effective marketing strategies to target their audience. Nice examples as well.

    SvarSlett

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