Essay- Target Marketing
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SafeAssign Originality Report BBA 3201-16R-1A21-S3, Principles of Marketing • Unit IV Essay
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Running head: TARGET MARKETING
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TARGET MARKETING PAGE 7
Target Marketing
Sonora Mosley
Columbia Southern University
Business-to-Consumer Model
Business-to-Consumer (B2C) can be defined as the process through which businesses sells product and services directly to the end-users who are regarded as customers. They are different models to this approach such as product-based B2C, service-based B2C, and software-based B2C (Sivakumar, 2020). In this es- say, I will be discussing Adidas company which as product based B2C model where it sells its product directly to the consumer either through its store which is physically located or through eCommerce sites. The essay will focus on, company history, target marketing, its products, the bases of market segmentation, and how Adidas applies these market segmentation. Adidas AG is a manufacturer based in Germany that produces apparel, athletic shoes, and other sporting goods. It is the most extensive sportswear in Europe and comes second after Nike in the world. It has its product marked with a three-stripe trade- mark element. The company was founded in Bavaria, a small town in Germany by Adi Dassler in 1924, after which he was determined by providing ath- letes with the best equipment. Lina Radke winning the gold medal in Amsterdam and Jesse Owen winning the gold medal in Berlin boosted the company im- age. Later in 1949, with only 47 employees, Adi Dassler started the company again in Herzogenaurach town, and eventually, it becomes a global public compa- ny. The company has grown vast, with over 46000 employees and over 170 subsidiaries such as reebok. The business model of Adidas AG is focused on innov- ative ways of creating products designed to meet the needs of the consumers. These products are mainly shoes, accessories, and clothing. The company- ing focuses on creating quality and performing products to meet the expectation of their customers rather than focusing their energy on investing in product endorsement. More so, the organization believes that creating highly innovative products in a way to keep their customers happy. Considering creating innova- tive products, Adidas after adapts a faster supply chain with continued improvement in its infrastructure systems and processes. In their business model, the organization also emphasized on group level reduced complexity by streamlining the product range at a global scale, warehouse consolidation, and harmoniz- ing market services above. The organization is ambitious in delivering its customers' best shopping experience and thus ensuring that its supply chain is as fast as possible to meet its customers' needs (Mahdi et al., 2015). Some of the activities supporting Adidas business model are the mix promotions, digital technolo- gy, and advertisements. In terms of market segmentation, they are classified into 4 types demographic, behavioral, geographic and psychographic (4 Types of Market Segmentation with Examples, 2020). Market segmentation is defined as the act of dividing a large market into small groups with similar wants and needs. With a small group, it is easier to know customers' desires in more detailed ways and help gain competitive advantages by meeting those customers' wants. Demographic segmentation involves dividing the larger market group into the small consumer market by variables such as gender, income, and so on. These demographic factors are a significant segmentation base for consumer groups, mainly because consumers' needs usually vary closely to these de- mographic variables. Geographic segmentation involves dividing the consumer market to various geographical factors such as regions, nations, neighbor- hoods, and so on. Geographic factors such as natural resources, climate, and population density may also influence the needs of the customer requiring the organization to divide those consumers as their needs may vary from region to region. With psychographic segmentation, consideration is usually consumers' lifestyles and personalities. This is because some product buying behavior would depend on those two factors. Lastly is the behavioral segmentation where consumers are subdivided according to their knowledge, attitude, or response towards a product. Occasions, approach, and buyer-readiness mainly influence it. When evaluating market segment potential, it is essential to consider the segment size and growth, the company resources and objectives, and the segment structural attractiveness. These factors may determine how successful an organization's marketing strategy will be
In terms of segmentation, Adidas using different types to subdivide a bigger market to small consumer size. The demographic and psychographic segmenta- tion is the leading market segmentation used by Adidas. Demographic segmentation is based on consumer demography factors such as income, age, socio- economic, family size, and so on. Adidas group mainly targets consumers age 14 to 40 years. More so, the Adidas brand is not confined to this age group as it is also popular with other age groups.
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To target different customer segments, Adidas of a variety of sub-brands such as Adidas neo and Adidas original. For instance, Adidas neo was launched to target the age group of 14 to 19-year old customers. More so, Adidas continues to offer a fresh, stylish, and innovative product to make sure they meet cus- tomers segment considering that price point under Adidas neo would see them reach a more significant customer base. The company also targets both female and male customers offering premium quality products in sports. The other is psychographic segmentation to create positioning, which is premium among the customers. Adidas' market target ranges from upper class to middle class and affluent consumers. Using premium or sub-premium strategy and will prod- ucts of high quality, the company can target the customer segment desired and end up premium position on those consumers' minds(Pamela, 2019).Thus to
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ucts of high quality, the company can target the customer segment desired and end up premium position on those consumers minds(Pamela, 2019).Thus to target their consumer market, these two are the leading market segmentation strategy used by Adidas most of the time, and they have proved successful. The organization's marketing segmentation factors affect the Adidas group's promotional strategies through accessibility, identifiable character, and affordability. Accessibility plays a key role in promotional strategies by ensuring that those products are accessible in certain as planned in market segmentation. In promo- tional strategies, companies have to identify characteristics of their consumer market, which is made possible by market segmentation. A group of consumers may have the same needs and preferences, but unless they utilize the segmentation data, such promotional strategies to strengthen the brand name may fail. With customer evaluation of their behaviors, it is possible to identify some of these characteristics that will ensure the success of both combined promotional strategies and marketing strategies. Then there are the affordability factors, which is a crucial characteristic of market segmentation determining how the cus- tomer will pay for the product. The organization's promotional strategy has to target market segments from high-income to middle and low incomes. The divi- sion of market to universal income may help in implementing pricing strategies to improve the Adidas group to maintain a competitive advantage. Conclusion
To conclude, the B2C model has been associated with some benefits such as varied market, easier expansion, easier marketing, and also is regarded as data- driven (Sivakumar, 2020). An organization such as Adidas using the B2C model has the benefit of targeting a large consumer market and they tend to domi- nate. The B2C model is easy to expand horizontally since it has the advantage of a large consumer market. These models have also allowed organizations to use social media for marketing thus increasing their sales. More so they are data-driven models that depend on different market segmentations to run their businesses.
References
Sivakumar, B. (2020). Business To Consumer (B2C): Definition, Types, & Examples. Retrieved July 27, 2020, from https://www.feedough.com/busi- ness-to-consumer-b2c// Pamela. (2019). The positioning of Adidas: STP Analysis of Adidas - Heartofcodes. Retrieved from http://heartofcodes.com/posi- tioning-of-adidas// 4 Types of Market Segmentation With Examples. (2020). Retrieved from https://blog.alexa.com/types-of-market- segmentation/#:~:text=The four bases of the market,Behavioral segmentation// Mahdi, H. A., Abbas, M., & Mazar, T. I. (2015). A Comparative Analysis of Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to Competitive Advantage in the context of a Dynamic and Competitive Environment. International Journal of Business Management and Economic Research(IJBMER), Vol 6(3),2015,167-177. Retrieved from http://www.ijbmer.com/docs/volumes/vol6issue3/ijbmer2015060302.pdf/
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Columbia Southern University
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Columbia Southern University
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Business-to-Consumer Model
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Business to Consumer
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Adidas AG is a manufacturer based in Germany that produces apparel, athletic shoes, and other sporting goods. It is the most extensive sportswear in Europe and comes second after Nike in the world. It has its product marked with a three-stripe trademark element.
Original source
Adidas AG is a manufacturer based in German that produces apparel, athletic shoes, and other sport- ing goods It is the most extensive sportswear in Eu- rope and comes second after Nike in the world It has its product marked with a three-stripe trade- mark element
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The company was founded in Bavaria, a small town in Germany by Adi Dassler in 1924, after which he was determined by providing athletes with the best equipment. Lina Radke winning the gold medal in Amsterdam and Jesse Owen winning the gold medal in Berlin boosted the company image. Later in 1949, with only 47 employees, Adi Dassler start- ed the company again in Herzogenaurach town, and eventually, it becomes a global public compa- ny. The company has grown vast, with over 46000 employees and over 170 subsidiaries such as reebok.
Original source
The company was founded in Bavaria, a small town in German by Adi Dassler in 1924, after which he was determined by providing athletes with the best equipment Lina Radke winning the gold medal in Amsterdam and Jesse Owen winning the gold medal in Berlin boosted the company image Later in 1949, with only 47 employees, Adi Dassler start- ed the company again in Herzogenaurach town, and eventually, it becomes a global public compa- ny The company has grown vast, with over 46000 employees and over 170 subsidiaries such as reebok
1
Student paper
The business model of Adidas AG is focused on in- novative ways of creating products designed to meet the needs of the consumers.
Original source
The business model of Adidas is focused on innov- ative ways of creating products design to meet the needs of the consumers
1
Student paper
The companying focuses on creating quality and performing products to meet the expectation of their customers rather than focusing their energy on investing in product endorsement. More so, the organization believes that creating highly innova- tive products in a way to keep their customers hap- py. Considering creating innovative products, Adi- das after adapts a faster supply chain with contin- ued improvement in its infrastructure systems and processes. In their business model, the organiza- tion also emphasized on group level reduced com- plexity by streamlining the product range at a glob- al scale, warehouse consolidation, and harmoniz- ing market services above.
Original source
The companying focuses on creating quality and performing products to meet the expectation of their customers rather than focusing their energy on investing in product endorsement More so, the organization believes that creating high innovative products in a way to keep their customers happy Considering creating innovative products, Adidas after adapts a faster supply chain with continued improvement in its infrastructure systems and pro- cesses In their business model, the organization also emphasized on group level reduced complexi- ty by streamlining the product range at a global scale, warehouse consolidation, and harmonizing market services above
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Student paper 100%
Student paper 94%
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The organization is ambitious in delivering its cus- tomers' best shopping experience and thus ensur- ing that its supply chain is as fast as possible to meet its customers' needs (Mahdi et al., 2015). Some of the activities supporting Adidas business model are the mix promotions, digital technology, and advertisements.
Original source
The organization is ambitious in delivering its cus- tomers' best shopping experience and thus ensur- ing that its supply chain is as fast as possible to meet its customers' needs (Mahdi et al., 2015) Some of the activities supporting Adidas business model are the mix promotions, digital technology, and advertisements
1
Student paper
In terms of market segmentation, they are classi- fied into 4 types demographic, behavioral, geo- graphic and psychographic (4 Types of Market Seg- mentation with Examples, 2020). Market segmen- tation is defined as the act of dividing a large mar- ket into small groups with similar wants and needs. With a small group, it is easier to know customers' desires in more detailed ways and help gain com- petitive advantages by meeting those customers'
Original source
demographic, behavioral, geographic, and psycho- graphic (4 Types of Market Segmentation with Ex- amples, 2020) Market segmentation is defined as the act of dividing a large market into small groups with similar wants and needs With a small group, it is easier to know customers' desires in more de- tailed ways and help gain competitive advantages by meeting those customers'
1
Student paper
Demographic segmentation involves dividing the larger market group into the small consumer mar- ket by variables such as gender, income, and so on. These demographic factors are a significant seg- mentation base for consumer groups, mainly be- cause consumers' needs usually vary closely to these demographic variables. Geographic segmen- tation involves dividing the consumer market to various geographical factors such as regions, na- tions, neighborhoods, and so on.
Original source
Demographic segmentation involves dividing the larger market group into the small consumer mar- ket by variables such as gender, income, and so on These demographic factors are a significant seg- mentation base for consumer groups, mainly be- cause consumers' needs usually vary closely to these demographic variables Geographic segmen- tation involves dividing the consumer market to various geographical factors such as regions, na- tions, neighborhoods, and so on
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Geographic factors such as natural resources, cli- mate, and population density may also influence the needs of the customer requiring the organiza- tion to divide those consumers as their needs may vary from region to region. With psychographic segmentation, consideration is usually consumers' lifestyles and personalities. This is because some product buying behavior would depend on those two factors.
Original source
Geographic factors such as natural resources, cli- mate, and population density may also influence the needs of the customer requiring the organiza- tion to divide those consumers as their needs may vary from region to region With psychographic seg- mentation, consideration is usually consumers' lifestyles and personalities This is because some product buying behavior would depend on those two factors
1
Student paper
Lastly is the behavioral segmentation where con- sumers are subdivided according to their knowl- edge, attitude, or response towards a product. Oc- casions, approach, and buyer-readiness mainly in- fluence it. When evaluating market segment poten- tial, it is essential to consider the segment size and growth, the company resources and objectives, and the segment structural attractiveness. These factors may determine how successful an organiza- tion's marketing strategy will be
Original source
Lastly is the behavioral segmentation where con- sumers are subdivided according to their knowl- edge, attitude, or response towards a product Oc- casions, approach, and buyer-readiness mainly in- fluence it When evaluating market segment poten- tial, it is essential to consider the segment size and growth, the company resources and objectives, and the segment structural attractiveness These factors may determine how successful an organiza- tion's marketing strategy will be
1
Student paper
In terms of segmentation, Adidas using different types to subdivide a bigger market to small con- sumer size. The demographic and psychographic segmentation is the leading market segmentation used by Adidas. Demographic segmentation is based on consumer demography factors such as income, age, socio-economic, family size, and so on.
Original source
In terms of segmentation, Adidas using different types to subdivide a bigger market to small con- sumer size The demographic and psychographic segmentation is the leading market segmentation used by Adidas Demographic segmentation is based on consumer demography factors such as income, age, socio-economic, family size, and so on
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heartofcodes 89%
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Student paper 98%
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Adidas group mainly targets consumers age 14 to 40 years.
Original source
Mainly Adidas targets young consumers between 14 – 40 years of age group
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Student paper
More so, the Adidas brand is not confined to this age group as it is also popular with other age groups. To target different customer segments, Adidas of a variety of sub-brands such as Adidas neo and Adidas original. For instance, Adidas neo was launched to target the age group of 14 to 19- year old customers. More so, Adidas continues to offer a fresh, stylish, and innovative product to make sure they meet customers segment consid- ering that price point under Adidas neo would see them reach a more significant customer base.
Original source
More so, the Adidas brand is not confined to this age group as it is also popular with other age groups To target different customer segments, Adi- das has a variety of sub-brands such as Adidas Neo and Adidas Original For instance, Adidas Neo was launched to target the age group of 14 to 19-year customers More so, Adidas continues to offer a fresh, stylish, and innovative product to make sure they meet customers segment considering that price point under Adidas Neo would see them reach a more significant customer base
1
Student paper
The company also targets both female and male customers offering premium quality products in sports. The other is psychographic segmentation to create positioning, which is premium among the customers.
Original source
The company also targets both female and male customers offering premium quality products in sports The other is psychographic segmentation to create positioning, which is premium among the customers
1
Student paper
market target ranges from upper class to middle class and affluent consumers. Using premium or sub-premium strategy and will products of high quality, the company can target the customer seg- ment desired and end up premium position on those consumers' minds(Pamela, 2019).Thus to tar- get their consumer market, these two are the lead- ing market segmentation strategy used by Adidas most of the time, and they have proved successful. The organization's marketing segmentation factors affect the Adidas group's promotional strategies through accessibility, identifiable character, and affordability.
Original source
market target ranges from upper class to middle class and affluent consumers Using premium or sub-premium strategy and will products of high quality, the company can target the customer seg- ment desired and end up premium position on those consumers' Thus to target their consumer market, these two are the leading market segmen- tation strategy used by Adidas most of the time, and they have proved successful The organiza- tion's marketing segmentation factors affect the Adidas group's promotional strategies through ac- cessibility, identifiable character, and affordability
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Student paper 100% Student paper 100%
feedough 84%
Student paper 73%
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Accessibility plays a key role in promotional strate- gies by ensuring that those products are accessible in certain as planned in market segmentation. In promotional strategies, companies have to identify characteristics of their consumer market, which is made possible by market segmentation. A group of consumers may have the same needs and prefer- ences, but unless they utilize the segmentation data, such promotional strategies to strengthen the brand name may fail. With customer evalua- tion of their behaviors, it is possible to identify some of these characteristics that will ensure the success of both combined promotional strategies and marketing strategies.
Original source
Accessibility plays a key role in promotional strate- gies by ensuring that those products are accessible in certain as planned in market segmentation In promotional strategies, companies have to identify characteristics of their consumer market, which is made possible by market segmentation A group of consumers may have the same needs and prefer- ences, but unless they utilize the segmentation data, such promotional strategies to strengthen the brand name may fail With customer evaluation of their behaviors, it is possible to identify some of these characteristics that will ensure the success of both combined promotional strategies and mar- keting strategies
1
Student paper
Then there are the affordability factors, which is a crucial characteristic of market segmentation de- termining how the customer will pay for the prod- uct. The organization's promotional strategy has to target market segments from high-income to mid- dle and low incomes. The division of market to uni- versal income may help in implementing pricing strategies to improve the Adidas group to maintain a competitive advantage.
Original source
Then there are the affordability factors, which is a crucial characteristic of market segmentation de- termining how the customer will pay for the prod- uct The organization's promotional strategy has to target market segments from high-income to mid- dle and low incomes The division of market to uni- versal income may help in implementing pricing strategies to improve the Adidas group to maintain a competitive advantage
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Business To Consumer (B2C):
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What is Business to Consumer (B2C)
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Definition, Types, & Examples.
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Definition and Examples
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Retrieved July 27, 2020, from https://www.fee- dough.com/business-to-consumer-b2c// Pamela.
Original source
Retrieved July 08, 2020, from https://www.fee- dough.com/marketing-myopia/
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The positioning of Adidas: STP Analysis of Adidas - Heartofcodes. Retrieved from http://heartofcodes.- com/positioning-of-adidas// 4 Types of Market Seg- mentation With Examples.
Original source
Positioning of Adidas STP Analysis of Adidas - Heartofcodes Retrieved from http://heartofcodes.- com/positioning-of-adidas/ Mahdi, H
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Retrieved from https://blog.alexa.com/types-of- market-segmentation/#:~:text=The four bases of the market,Behavioral segmentation// Mahdi, H. A., Abbas, M., & Mazar, T.
Original source
Retrieved from https://blog.alexa.com/types-of- market-segmentation/#:~:text=The four bases of market, Behavioral segmentation A., Abbas, M., & Mazar, T
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A Comparative Analysis of Strategies and Business Models of Nike, Inc. and Adidas Group with special reference to Competitive Advantage in the context of a Dynamic and Competitive Environment. In- ternational Journal of Business Management and Economic Research(IJBMER), Vol 6(3),2015,167-177. Retrieved from http://www.ijbmer.com/docs/volumes/vol6issue3/ij bmer2015060302.pdf/
Original source
A Comparative Analysis of Strategies and Business Models of Nike, Inc and Adidas Group with special reference to Competitive Advantage in the context of a Dynamic and Competitive Environment In- ternational Journal of Business Management and Economic Research(IJBMER), Vol 6(3),2015,167-177 Retrieved from http://www.ijbmer.com/docs/volumes/vol6issue3/ij bmer2015060302.pdf