Etude de cas Adidas

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Other point, there are several segments which translate different motivations. We have for example the segment for women practice several sports and a lot of importance for the feature of the product and for the innovations; on the contrary the segment "Fashionista" privilege the design of the product. So, these various segments thus have no same behavior of consumption.

If we always study this segmentation, we can suppose that the women "Fashionista" are allowed influence by the media, their friends because they grant a particular importance just like the product. So, certain girls want to wear the same clothing style as their favorite stars and Adidas understood well it, because she uses numerous stars during her promotional campaigns.

On the contrary the segment «Contemporary Classic» is women who practice the sport for their leisure activities and who care few about phenomena of modes and prefer classic products. They are thus going to be interested in the value for money of the products which they buy.

So we see that, according to the used segments, sometimes the women make the decisions and consumers, but in the other segments, the influencers can be the circle of acquaintances or still the influence of the effects of modes getting our company.

Furthermore, we notice that the sport increases with the social standing "88 % of the persons awarded a diploma by the higher education have a physical or sports activity against 45 % of the persons more weakly awarded a diploma ", what represents a target having a budget importing enough to dedicate to their clothing.

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Mix Marketing

GLOBAL PRODUCT MANAGEMENT

Adidas has a clear mission to be the leading sports woman brand in the world. To accomplish this mission, the organization at Adidas is segmented to meet the needs of distinct groups of sport-oriented consumers. Their product and marketing initiatives primarily focus on key global sports categories and on the sports lifestyle market. The Adidas brand attitude Impossible is nothing drives all their brand communication initiatives and helps to strengthen the Adidas brands bond with the consumer. With their broad but selective distribution approach and their pricing strategy, they clearly position Adidas as a premium brand in all markets.

Product innovation to inspire the consumer

Trough Global Brands, they are determined to address every consumer in a specific and unique way with products initiatives that generate trade and consumer interest. They believe that technological innovation is essential to sustainable leadership in their industry. In addition, innovation plays a significant role in differentiating the Adidas and Reebok product offerings in the minds of consumers. For example at Adidas, personalisation is one of the brand’s lead innovation concepts and it is an Adidas goal to be the most personal sports brand by 2015 for everyone (woman or man)

Diverse brand portfolio

Consumers want choice. Whether it is the athlete looking for the best possible equipment, or the casual consumer searching for the next fashion trend, they are inspired to develop and create experiences that engage consumers in long-lasting relationships with their brands. To maximise them consumer reach, they have embraced a multi-brand strategy. This approach allows there to tackle opportunities from several perspectives, as both a mass and a niche player, providing distinct and relevant products to a wide spectrum of consumers. In this way, each brand is able to keep a unique identity and focus on its core competencies, while simultaneously providing them Group with a broad product offering, increasing their leverage in the marketplace.

Distinction between Wholesale & retailer

- Whole sale

Customer and range segmentation to drive effectiveness

Rolling out standardizes product range packages around the globe is an important part of the Group’s wholesale strategy. The initiative, which was first designed and implemented in Europe, involves a customer segmentation strategy that facilitates the systematic allocation or differentiated product packages to groups of comparable customers. This segmentation is broadly based on a distinction between sports and lifestyle retailers that either have an up-market “brand-driven” positioning or a “value-oriented” commercial positioning. By best suiting their specific needs, this provides Global Sales a platform to better exploit market potential, while at the same time supporting the reduction of complexity and costs. In addition, wholesale continues to partner with retailers on increasing the level and quality of sell-through information the Group receives. This creates a mutually beneficial understanding their needs that will help the Group become a more valuable and reliable business partner to its retailers driving incremental business opportunities.

The whole sale function is cooperating with retailers along the entire supply chain to bring best-in-class service all the way through to the point of sale. By helping to improve the profitability per square metre for the Group’s retail partners as well as improving product availability, they can achieve higher customer satisfaction, thus driving share of retail shelf space. The three predominant models to drive the success of RSM for the Adidas Group are Never-Out-of stock, flash collections and Franchising.

- Retailer

People

The consumer and their employees are the primary reference points for Retail’s business model. Retail constantly strives to interpret and adapt to consumer demand, targeting a mix of new and loyal consumers, whether it be sports-active, sports-inspired or casual consumers. A focus area for development in this respect is the creation of loyalty programmes that are attractive to the various consumer groups of their brands. To make sure that consumer groups of their brands. To make sure that consumer needs are being met, retail will set up organizational teams and recruit store staff that are passionate, knowledgeable and whose highest priority is to serve the consumer.

Products

The key element of Retail’s product strategy is to ensure that relevant products are presented through the Group’s various