MARKETING SEGMENTATION, POSITIONING

AND TARGETTING

Case Study on
ADIDAS

Group: 1
- A.P.Abinaya
- R.Gopinath
- S.Manikandan
- N.Sabitha
1.How far Adidas is right in
their Segmentation?
GEOGRAPHIC SEGMENTATION
They have various branches all over the world.
They have set up most of their shops in the urban areas.
They have used geographic segmentation.

DEMOGRAPHIC SEGMENTATION
• They produce different sports and fission goods based
on the age, gender and income
PSYCHOGRAPHIC
Segmentation based on the lifestyle such as sports-
oriented

BEHAVIOURAL
By using the brand Adidas the status of the people are
judged.

Therefore ADIDAS is very good in segmenting the

market.
2.Discuss about Adidas
positioning in markets?
Adidas is first in terms of sales and second
in terms of profit.
The comfort is the first thing that strikes in
the mind of sports man when you speak
about Adidas.
Different type of shoes according to the
sport.
3.What are the Marketing
strategies?
Innovation in Sport sector

Divided into 3 divisions

Sports performance—deals with innovation
Sports heritage—Brand’s rich History
Sports style—Fashion Conscious consumer

Offer sponsors for Soccer world cup & famous

personalities like Sachin Tendulkar , David
Beckam, Tim Duncan
Reference
Top 100 most valuable brands

- Page no: 1-4

Marketing management – A south Asian perspective

- Philip Kotler, Kevin Lane Keller, Abraham
Koshy, Mithileshwar Jha
- page no: 198-221