The purpose of market segmentation is to enable the marketer to adjust marketing mixes (product, price, promotion, place) to meet the needs of one or more specific segments. Basically marketers use the market segmentation process to divide big markets into smaller segments according to characteristics of individuals, different groups and locations.
Adidas the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world markets by looking at buying attitudes and buying practices of different people. The sellers design a separate market program for each buyer. Adidas mainly focuses on demographic and psychographic segmentation's. So Adidas develops their brand in 3 different styles of segmentation.
Demographic segmentation refers to dividing the market into groups based on demographic variables, such as sex and age. This method has long been used in clothing market. Adidas brands products into range of male, female and kids, according to age and life cycle segmentation and gender segmentation. Adidas has a branded range of male and female clothing, shoes or body-care and eye wear. Performance, originals and style are all three brands of Adidas.
Psychographic segmentation is used to divide the market into groups based on social class, life style or personality characteristics. Adidas focuses on social class because people within a given social class tend to have similar buying traits. Companies also use income, gender, ethnic, and family life cycle segmentation's to distinguish their market but Adidas keeps it a little less complicated and more wide ranged so the brand is marketing to many different people all over the world.
No other brand has a more distinguished history or stronger connection with sport than adidas. adidas is everywhere where the best meet the best, like the FIFA World Cup or the NBA All-Star Game, but also everywhere else around the globe where sports are simply played, watched, enjoyed...
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