Product- For this assignment, I have chosen Adidas shoes because it is a big brand name and huge market share.
Target market- Adidas is known as one of the biggest sportswear manufacturing companies. It has a huge market share. Their target market is spread all over the world. Adidas mainly focuses on sports people as well as nonathletes who are passionate about sports. Adidas's strongest market share is between the ages of 15 to 40. They have all kinds of shoes for children to old age people.
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Segmentation- Adidas shoe segmentation is based on the group of buyers with different needs and characteristics who require a separate product and marketing mix. Their primary focus is on a demographic and psychographic basis. In demographic segmentation, Adidas divides the group based for example sex and age. They manufacture shoes for kids, males, and females according to age and life cycle of the product. In psychographics, they divide the market according to lifestyle and social class. They have a huge variety of shoes from low to high range of price. Adidas targets customers like sports enthusiasts, athletes, and brand freaks (Marketing Segmentation of Adidas, n.d.).
Product Positioned- Adidas shoes positing based on three strategic choices which are speed and cities. Speed refers to ‘how to deliver’ and cities refer to where to deliver. Adidas has changed its new logo which looks like ‘three bars’. The new logo refers to “Push beyond the limits”. Adidas is known for its unique product design. It provides differ shoes at a different price of good quality to the customer (Positioning of Adidas, 2018).
4P’s of Marketing
Product- Adidas is dealing with clothes and footwear. In this assignment, we are focusing on Adidas shoes. Their shoes are available in different designs and styles in the market.
Price- Adidas uses skimming and competitive pricing. Adidas uses skimming prices for newly introduced and unique design shoes and it uses competitive pricing to compete with their competitors such as Nike, Reebok, and Under Armour. Adidas shoe prices range between $60 to $500.
Place- Adidas sells its products through retail stores and online websites. Adidas has its retail stores. Adidas also sells its shoes through Multi-brand showrooms.
Promotion- Adidas uses varying Advertisement methods to promote its products such as through television ads, and online ads. Adidas promotes its products through sponsorships the teams. Adidas hires a celebrity as its brand ambassadors to promote its products (Marketing Mix of Adidas, 2018).
Production process- Adidas does outsource its production in Developing countries to get the benefit of low labor. Adidas has many factories where the Adidas shoes are manufactured. Adidas shoes are made by cold cement construction process. Firstly, they prepare the shoe upper with a Strobel bottom which makes shoes flexible and lighter. They installed plastic and fabric Parts on the top of the shoes to protect the surface from damage.
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