Marketing Strategy: Adidas: Marketing And Marketing Strategies

Nowadays, the customers in a market are too numerous, too widely scattered, and too varied in their needs and buying practices, this causes the company cannot serve the all customers’ needs and wants. Thus, most companies have designed and applied customer-driven marketing strategies in their company to move away from mass marketing and toward target marketing. This means that the way of spending their effort in targeting the customers in a wide market but they should focus on the buyers who have great interest in their products and they can create the best service to the customers. When designing a customer-driven marketing strategy, it can be dividing into four major steps: market segmentation, market targeting, differentiation and positioning.

Adidas often has work with different athletes, which produce products that will enhance performances. Adidas Performances currently manufactures several running shoes, football kit and associated equipment, being official outfitter of NBA, golf equipments, training and more other sports. Adidas also featured with Y-3 and Adidas NEO Label provided crossover products with different brands that customers who loves either brands would also attracted to buy their products.

Geographic segmentation is a dividing the geographical units such as nation, region, states, counties, cities, or even neighborhoods. Adidas had segmented their product in urban and urban cities that contains a certain large size of population in order to make their target more successful. Sometimes, it also segment specific products to certain country or throughout the world. For example, Adidas soccer cleats commercials and ads are seen more in Europe as opposed to America because football is not as popular or as publicized in The United States as European and other external countries (Course Hero,

In order to provide effective marketing strategy, Adidas identifies groups of consumers with similar wants and needs. Adidas uses differentiated marketing strategy to target young and adults who have passion in sport or inspired by or really love sports. It targets customers in the age group of 15-30 years of age both male and female as well as who hail from upper or upper middle class of customers. In addition, Adidas target the consumer who involves high income segment. Adidas attracts high-income customer group in order to increase revenue and create brand loyalty, sustain strong market position and compete with potential competitors. It also target on the consumer that are fashionable and stylish (Juanizquier,