Targeting strategy

The product:
Outdoor shoes: Adidas Superstar 1 Geo
He belongs to the young man customers who want shoes for going out with friends, walking to school, to work..The product’s attributes are good looking, fashionable, comfortable, highly endurable. His product belongs to the outdoor shoes.






Segmentation Variables
Consumer Markets
Demographics
Age group: young adults
Gender: Male
Education level: Bachelor, well-educated
Income: < €1000
Occupation: Student
Social class: working class.
Marital status: single
Geographics
Location: Helsinki
International student
Climate: 4 seasons..

Adidas also have shoes for children..they divide their products into 2 biggest segments..one for women, the other for men..
In each segment..it means that with shoes for men, they have many kinds of shoes based on the purpose of the customers.
Basketball shoes, running shoes, cycling shoes, tennis shoes, outlet shoes..
Furthermore, Adidas also has jackets and vests, shirts, shorts, shocks, glasses, watch…

Adidas applies the Differentitated Strategy.
Differentiated Strategy is a strategy which a business directs its marketing efforts towards two or more market segments by developing a marketing mix for each.
The primary customers of Adidas are athletes and young teens, adults. However, they also offer products for children, old adults, coaches..Their products are vast and sufficient for any types of customers.