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.
What Is Nike'S Psychographic Segmentation?
General Positioning of Puma and TV Broadcaster IV. Structure and background of Master-Thesis 1. Positioning of Adidas Understanding the Segmentation, Targetting and Positioning of Adidas Adidas AG stylized as ɑdidɑs since 1949 is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing, and accessories. However, the differences between each brand and several target groups overbalance the results. Since 1993 TNS-Infratest operates readings in Germany with the intention to obtain on the one hand, results regarding to the Semiometrie and on the other hand, in order to prove the international reliability. So Adidas develops their brand in 3 different styles according to the segmentation. In recent years, smartphones have brought many new lifestyle products for Adidas originals target group which benefits the brand as it has a larger customer base.
In general, these three characteristics are strongly correlated and can influence the products or services your customers use or even how they respond to your marketing campaigns. For that reason, they are dependent indicators of value systems. List of Literatures 8. The explicit meaning of these terms can just be identified within the whole context. In general, the goals of the Brand Pentad are reached. It means that the respondents do not make any connections between the terms and their statements to consume- or media behavior.
Correlation of gender and value orientation 18. The character of the Adidas brand is clear in its slogan — Impossible is nothing — which was first created in 1974, taken from a quote by boxing legend Mohammed Ali. This essay will use the three factors to analyze this company. For example, a B2B marketing agency is designing an ad campaign targeting an audience of web developers. Market segmentation, you should focus on demographic and psychographic segmentation, Adidas can develop brand in 3 different styles, and it can result in get more profit from different style customer.
Companies need to select the market segments that they want to focus on and put in their future business strategy. What is Adidas Marketing Strategy? Advantages and disadvantages between Sinus and Semiometrie, own illustration 7. How does Starbucks use psychographic segmentation? Through their unique way of leading sports brands, Adidas caters for the desires and needs of more consumers than any of its competitors. It has the following factors: Inspiration. The highlighted terms in purple represents an overlapping in the evaluation of terms.
The best way to get to the hearts and minds of potential customers is to do an Adidas customer segmentation, focusing on four different aspects: demographics, geographics, behavioral and psychographic segmentation. Josef Neuert and Prof. With this panel are continuous Semiometrie-checks possible as well. List of Figures 1. The Analysis-Phase completes with an examination of the socio-demographic data. These are people, who buy the brand mainly. The more information the decision-makers have about their target group, the better they can communicate with them.
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. Issue Socio-demographic data has given us many insights into consumer behaviors. Set of Value of beer consumers 4. Instead of just releasing advertisements, Nike created a memorable experience for its audience. Adidas Originals provides limited edition type of casual and heritage fashion clothings and shoes that are usually street-styled with more colours but less of a sporty look, whereas the typical Adidas appeals more to people to play sports HIGHSNOBIETY, 2018 Secondly, Adidas performance was designed to maintain their loyalty towards athletics. Adidas keep it more wide ranged so the What Is Marketing Function? Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices.
Adidas Market Segmentation, Targeting And Positioning
For Nike, its market segmentation involves four categories — geographic, demographic, psychographic, and behavioral. What are the 6 categories used within psychographic segmentation? Brand association: The core of building the brand equity for Nike brand equity is brand association. Here is the table shows three sub-brands of Adidas. From the fundamental marketing concepts, it is important to satisfy customers need and meet their expectations, in orders to keep royal consumer. Amongst others, the researchers eliminated redundant and low discriminatory words. However, especially this information is needed for companies who struggle to act successfully on markets with extreme homogenous products.
Nike is the worlds-leading brand in athletic footwear and holds 16% of the market share in the industry Hitesh, 2016. Mind Map Market segmentation is the division of large marketplaces into groups with comparable requirements and desires. Adidas mainly focus on demographic and psychographic segmentation. You also have a lot of options to choose from their pre-made template options and mind map diagrams. They used to divide the market in group based on life style, social class and personality characteristics. The practical part offers a deep insight into the needs and wishes of consumers of Adidas, NIKE and Puma.
What is a psychographic in marketing? Adidas must adopt this strategy in consideration to its competitors, however, this also enables Adidas to cater to bigger segment of consumers. The goal of segmentation is to obtain a deep understanding of the consumer, establish a competitive edge, and then better serve the client's requirements and wishes. In 2011, Adidas Originals promotes a new line which is denim collection. If Adidas Company fully to use market segmentation, targeting and positioning three steps, I believe that Adidas becomes the first brand in the world in the future. 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. Why does Nike use market segmentation? What is Adidas unique selling point? Activities, Interests, and Opinions AIO This type of psychographic market segmentation focuses on customers' activities, their passions, and their opinions on different issues. By using Semiometrie, decision-makers receive more knowledge about persons without founding on demographic features.
Adidas Industries: Ch. 8 Segmenting and Targeting Markets
It is a matter of sociocultural value systems of target groups and maps the mindsets of brand users, rather than the image of the brand itself. One value field is defined by correlated and content similar terms which are summarized to a category. Consequently, if you want to promote your new health product, you might target athletes or people who care enough about their health to exercise on a daily basis. Performance, style and originals are all three brands of Adidas though that provide the product for this segment. Products which are situated in the relevant set of a person are considered for the purchase. With the new strategy, Adidas will get closer to consumers more than ever before.
