Marketing (Adidas)

Adidas is one of the largest companies in the industry of Sports clothing and accessories and is based in Germany. Adidas sponsors many different sports, sponsors various sport events and famous people like Lionel Messi. Apart from sportswear Adidas also produce other products like bags, shirts, watches, eyewear, clothes, deodorants, perfumes, aftershaves, lotions and shower gels. The current global marketing strategy for Adidas is: “Adidas is all in.” The motto means that Adidas has the aim to tie all brands and labels together into one image to different consumers so they can maximise their target market and make more profit. Apart from the consumers that are interested in sports Adidas try to catch the eye of consumers interested in fashion, street, music and the pop culture which in my opinion it has been a great success thanks to their customer brand loyalty. The advert that I am going to report on is the new Adidas Sport Energy for Men shower gel.
Market segmentation
The new Adidas Sport Energy for Men geographical segmentation is towards the international market since it available to all countries around the world. The demographic segmentation of the advert is segmented towards males that are into sports, mainly those that are into football and the age that the product is segmented to is between 16 to 40 years to consumers in the middle class and above. The psychographic segmentation of the advert of the product is to people that have a hectic and a sporty lifestyle since it is a 3 in 1 body wash. Behavioural segmentation of the advert depends on the customer brand loyalty and the price sensitiveness of the consumers. For example people that live in less developed countries are more price sensitive than people that live in more developed countries. Market Segmentation allows your target marketing to become more specific.
Target Marketing
Since the advert is featured by Zinedine Zidane as the face of the campaign we can see the celebrity endorsement that