PRINCIPLES OF MARKETING

NAME: BHUVNESH CHITKARA

ROLL NO: 20/103
COURSE: BCOM(HONS.)
SECTION: A
 TOPIC:

Market Segmentation and

Bases of Shoe Market
.
MARKET
SEGMENTATION
“Market segmentation is a process of dividing the
total market into relative distinct homogeneous
sub-groups of consumer with similar needs or
characteristics”

 In business, market segmentation determines

who is in your target market and who is not.
BASES FOR SEGMENTATION

Geographic Demographic
Segmentation Segmentation

Psychographic Behavioural
Segmentation Segmentation
 Geographic Segmentation
Geographic segmentation calls for dividing the
market into different geographical units such
as nations ,states ,regions ,or a few geographic
area.
 adidas’S GEOGRAPHIc SEGMENTATION
• The presence of physical stores in different parts of the
world is one of Adidas's strategies under its geographic
segmentation. This segment acknowledges that each
country has varied lifestyle habits and cultures. The
company introduced different products for various
countries that meet the customers' needs.
• Adidas conducts multiple promotional campaigns in
the US, Europe, Australia, Asia, Africa since sports
vary in regions and cities.
Demographic Segmentation
It groups customers and potential customers
together by focusing on certain traits such as:
Gender
Income
Social class
Life style
ADIDAS’S DEMOGRAPHIC
SEGMENTATION

Adidas has classified its products

according to gender and group,
typically between 15 and 55 years
old. The company also categorizes
its products from men, women, and
kids.
PSYCHOGRAPHIC SEGMENTATION
In this segmentation, buyers are divided into different
groups on the basis of lifestyles or personalities.
People within the same demographic group can
exhibit very different psychographic profiles. Here we
might look at customers and define them by their :
 Personality
 Hobbies
 Life goals
 Values
 Beliefs
ADIDAS’S PSYCHOGRAPHIC
SEGMENTATION

Adidas's psychographic segmentation tackles

offering their customers a selection of
products that can cater to their needs and
suit their interests. This stage in the Adidas
market segmentation allows adidas to
explore the preferences of every customer.
BEHAVIORAL SEGMENTATION
It refers to a process in marketing which divides
customers into segments depending on their behavior
patterns when interacting with a particular business or
website.
ADIDAS’s BEHAVIORAL
SEGMENTATION
the behavioral segmentation of Adidas is
providing benefits to customers through
comfortable footwear, and providing
distinct quality and innovative products to
choose from . Adidas also creates a series of
versions for a product to satisfy the
preferences of each customer.
THANK YOU