Amateur and Professional Soccer Players

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Assignment 3
Adidas +F50

11/25/2010
Conestoga College
Dayanna Lopez
Francisco Hurtado

Target Market
Age:15 to 30
Gender: Male or Female
Occupation: Amateur and professional soccer players
Education: No specific level of education
Lifestyle: Active people who play soccer as a recreational activity, and professional soccer players. Demographics
Adidas +F50s series is targeted specifically to a soccer audience. Their target market is strictly soccer players that are looking for the best soccer boots in the market. Soccer involves fashion and technology; therefore, there is always some innovative products created to satisfy the players needs. +F50s come from a series of “F” Adidas soccer boots. Before the +F50s there were F10s, and F30s. The +F50 series are aimed to an older market, people who are 15 to 30 years old. As we know, in soccer shoes are the most important part of a player’s gear, as a result, companies spend big amounts of money developing new technologies that can be used in their shoes. Also, we know customers who are older than 18 years of age are more likely to have a higher income; thus, they are willing to spend in a high price premium quality pair of shoes. Adidas +F50 are unisex so women can experience this technology as well. This is important because women soccer is growing rapidly therefore they are also part of the F50 series target audience. Psychographics/Behavioural factors

The +F50s series is the new generation, top of the line soccer shoes targeting soccer players that want to continuously improve and upgrade their gear. The series of F50 shoes are the highest priced soccer shoes in the market, though, they also offer the best quality. They are targeted for amateur soccer players and professional players. Adidas +F50 are very pricey and of very high quality targeted more towards professional soccer players.

Mini Hot Button Profile
Status
+F50’s has been in the market for quite some time, they have expanded the current market share by attracting a younger audience, especially soccer lovers. Our younger consumer market will become aware of our advertising campaign, if they want to be the best they gotta be and wear the best. We also will inform and convince the potential customers that our product is the best choice they have ever made, and that it will satisfy their needs at the fullest. They will evaluate our brand, and they will realize that our +F50’s has been used for the best soccer players in the world like Lionel Messi and Kaká. Our product for soccer players will give them the confidence they want and also improve their performance, this way they will feel satisfied and stay loyal to our brand

Needs and wants
F50’s boots are in the Security stage of the Maslows hierarchy needs, it is a security need because players are always looking for the best comfort and protection. Our product offers good studs and that’s something that soccer players are always looking for. For example when a player is going on full speed, they do not want to stop and slide on wet, muddy or snowy surfaces. It is also a self-esteem need because soccer players are always looking for a cleat that falls under their characteristic of likings, for example the way the cleats looks, the texture and design. Those are also reasons why soccer players all around the world use our products. By using our product our customers will improve in their technical skills, and will become a more complete player. When you are on the field and everybody is looking at how good you are with your new F50’s they will all envy you, and will want to buy our product so they can become more of a complete player. Self concept

Adidas F50’s are classified under the ideal self, while wearing our F50 you will feel confident on the field and you will become the player you always dreamed of. When using our product we will guarantee you that you will have the best performance every time your use step on to the field....
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