Adidas is a global sports apparel and footwear company that has a long history of marketing to consumers around the world. One way that the company has effectively reached its target market is through the use of psychographic segmentation, which is the process of dividing consumers into groups based on their values, attitudes, lifestyles, and personalities.
One key psychographic segment that Adidas has targeted is the "performance-oriented" consumer. These are individuals who are focused on achieving their personal best in their athletic pursuits and are willing to invest in high-quality, high-performance products to help them do so. Adidas has positioned itself as a leader in the sports performance market by offering a range of products that are designed to help athletes of all levels achieve their goals.
Another psychographic segment that Adidas has targeted is the "lifestyle-oriented" consumer. These are individuals who are interested in fashion and self-expression and who value the brand for its style and cultural significance. Adidas has capitalized on this segment by collaborating with popular designers and influencers and by creating fashionable, trendy products that appeal to this market.
In addition to targeting specific psychographic segments, Adidas has also used other marketing tactics to appeal to a wide range of consumers. For example, the company has embraced diversity and inclusivity in its advertising, which has helped it appeal to a diverse range of consumers who value these values.
Overall, Adidas has been successful in using psychographic segmentation to reach its target market and achieve strong brand loyalty. By understanding the values, attitudes, and lifestyles of its consumers, the company has been able to create marketing campaigns and products that resonate with its audience and drive sales.
Positioning of Adidas
Among the marketeers, this is seen as one of the most common segmentation practice. Performance, style and originals are all three brands of Adidas though that provide the product for this segment. They have won the hearts of many of the customers and is trusted as a strong and reliable brand. The Nike brand really believes in physical exercise and how consumers use its products, and this experience proves that. Helping their customers be better at what they love to do is still the focus of their branding and message. Why does Nike use market segmentation? There are five psychographic segmentation variables on the basis of which homogeneous segments can be prepared for proper research — Personality, Lifestyle, Social Status, AIO Activities, Interests, Opinions , and Attitudes.
A good, unexplored and interesting example delivers the sport fashion market with its big three international acting enterprises Adidas, NIKE and Puma. Kotler et al 2010, p278 Thus, the company of Adidas has three different types of product for ustomers, which are Performance, Originals and Style. The Social status Example Each person's social status shows how much money they can afford on certain kinds of products. The Gucci x Adidas collaboration blends the two design signatures of these historic brands in an exclusive and highly sought after sports-fashion collection. It is usually popular among the youths. Similarities and differences 3. A lot of this process has already been covered through the discussion of product development, however, it must be noted that businesses need to gain as much possible profit through the sales of their product, so it must be made cheaply and focus must be placed on the advancement of the product, making small changes that keep up with demand.
How does Nike engage their customers? The Adidas target market is located all over the world, with the largest market share in the EMEA region. Adidas uses common strategies for segmenting various markets. HB Team, 2013 Thirdly, Adidas Style have clothes that are sporty but trendy at the same time. Adidas, one of the largest sportwear manufacturer in Europe yet the second largest sportwear manufacturer in the world. Issue Socio-demographic data has given us many insights into consumer behaviors. All companies are forced to stay in contact with its customers continuously. It increased by 31 percent from the previous year.
Besides demographic, behavioral, and geographic segmentation, psychological market segmentation is one of the most effective segmentation approaches that focus on "how" customers think and "what" they aim to achieve. Who is Adidas biggest competitor?. All in all, many of the other similar brands out there could use Adidas as a business role model and learn from them to better their brands. Simply apply the relevant filters and gain access to relevant business insights to create better advertising campaigns and targeting. Overview about the process of information 4.
Hainer was born in Germany, and has a degree in Business Studies. Through marketing research, the agency discovers that a lot of web developers are also gamers. Furthermore, one can recognize Coca-Cola costumers that significantly underrate the area of Duty. Adidas has a major success in this area as many consumers who are image drivers believes that the brand provides products that looks good, are fashionable and functional too. In addition, it also provides a clearer identification of market opportunities and particularly analysis of gaps in the market.
Adidas presents itself as a major sportswear brand and attempts to build its reputation by creating and selling qualified items, providing swift service, and having a lengthy history. With the creation of the thesis a number of persons were involved directly or indirectly. Structure and background of Master-Thesis 1. Psychographic segmentation is the research methodology used for studying consumers and dividing them into groups using psychological characteristics including personality, lifestyle, social status, activities, interests, opinions, and attitudes. Thus, it is evident that Semiometrie is able to provide a terrific and novel understanding of the researched brands with its target groups because at first sight the brands and their target groups still seem to be similar. Origin of Semiometrie 2. Adidas is also renowned for its open source approach, collaborating with innovators to push the boundaries of athletic performance, and advance its brand image at the same time.
5 Psychographic Segmentation Examples Marketers Need to Know
One can recognize many overrated words of one target group that are matched with overrated words of the other target group. Thereby, it clarifies the overrated terms as the specific ideals. General Positioning of Levis-User and several broadcasts 7. The marketing mix may therefore need to be adapted depending on which age segment or segments are being targeted. They also have the same customers regarding them in a socio-demographic way — ages from one year to 99 years old, independently of man or woman, rich or poor etc.
The way to do this is to learn and get to know about a strong customer. The papers are not supposed to be submitted for academic credit. Demographic Segmentation: The market is divided into different segments based on the variables of family size, family life cycle, income, gender, age, religion, generation, occupation, social class and nationality. Today, it is more important for a company than it ever was to define its proper consumer in consideration of the communication an enterprise has to do. This serves as a more convenient way for customers to look for items they want since many have smartphones these days. Adidas buyers tend to be between the ages of 14 to 40, though the brand offers clothing and footwear lines for infants and children too.
