Week 14- Segmenting and Targeting Markets (Chapt. 8)

Adidas takes a very cerebral approach to who and how they market their products because if the ads aren't the priority of the consumer then it is a waste of time and money. As for geographic marketing, Adidas markets certain products to certain places in the world, for example soccor cleat commercials and ads are seen more in europe as opposed to america because soccor isn't as popular or publicized in The United States as european and other external countries. Age segmentation is crucially important for Adidas because they must market the products to people of the right age. Like Adidas mostly market performance gear to the younger generation since people who are younger tend to be more increasingly active then people of older age and those older folks with careers. Adidas seems to have gender somewhat evenly marketed. The only thing that may tip the scale is adidas' sports marketing, which is very male dominated do to sports like basketball, baseball and football. Adidas' benefit segmentation is based on the athlete. They have products that have interchangeable components to fit the athletes' need and comfort therefor they dont take extensive pushes in benefit segmentation. As far as company characteristics, Adidas is a very technologically advanced sportswear company and is constantly looking to update sportswear and make the products and athletes better than they were yesterday.