Adidas Customer Group

The customer development process:

Suspects: Adidas designs and offers to the customer over 600 different models of sport shoes and about 1,500 samples of clothing, uniforms, athletics sports. All products of Adidas are well-known globally.

Prospects: Among the broad variety of Adidas products, sport shoes is still the first priority. Adidas puts their main capture on the athletes, sport players and teenagers.

First-time customers: Adidas have been building the good image and done well branding activities. Their brand name is now well-known over the world from Asia to Europe, America...Not only do they focus on shoes, but they also produce other sport accessories. They use some famous sports players’ image to advertise for their product and widening their brand name. Whenever thinking about the place to buy sneakers, sport shoes or other sport accessories, Adidas store is the first option emerging in the customer’s mind.

Repeat customers: Customers trust the quality and durability of any Adidas shoes or other accessories. In fact, Adidas is an active company and be sensitive with the market. Not only whole-heartedly do they listen to the customer’s feedback and complaints, the Adidas managers also improve the product’s quality non-stop. The Adidas company customer service has an email customerservice@shopadidas.com and the phone line as well for customers who want to give feedback, question.

Clients: Company has many discount period of time during a year for customers and especially for loyal, member customers. Furthermore, in order to develop the nice relationship with the customers, there is a program allows customers to co-design a custom athletic shoe according to fit (size and width), performance criteria (insole, cushioning, outsole characteristics), and style (color combinations, custom embroidery).

Members: There is a Membership program offering some exclusive benefits for those who join. As the top of the sport equipment producer, Adidas is obviously the best choice of many sports players and most of them are members of Adidas Membership. They get gifts, discounts a lot, and chances to join some company’s parties.

Advocates: Loyal customers or repeated customers are the ones enthusiastically recommend the company’s product to other people.

Partners:

Fencing Allstar Fecht Center

Field Hockey Henson Co. Inc.

Motor Sports Fyshe Limited

Rowing Elite Rowing

Soccer Major League Soccer

Customer segmentation

Adidas designs and offers to the customer over 600 different models of sport shoes and about 1,500 samples of clothing, uniforms, athletics sports. In fact, sports shoes are still the first priority.

Adidas divides their products into two main segmentations: Men and Women.

In each segmentation there is 3 small segments of product: shoes (footwear), clothing and accessories.

Both men and women shoes are classified by the aim of usage of the consumer such as: basketball shoes, soccer shoes, running shoes, cycling shoes, tennis shoes, fashion shoes, etc.

Furthermore, Adidas also has jackets and vests, shirts, shorts, shocks, glasses, watch included in the clothing and accessories product segments.

Besides that, Adidas also offer many specific products to children like warm clothing, shoes, hand gloves, shocks.

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

Customer Segmentation Variables
Consumer Markets: Global; Asia, Europe, America, Australia, African
Demographics:
Age group: Young adults, children
Gender: Male, Female
Occupation: Athletes, coaches, students, and workers, etc
Social class: Working class to High class

Segmenting by Purchase Behaviors

Frequency:

Athletes or sports player are like loyal customer as their buying frequency is very high.

Students or normal customers just come to the Adidas store when they are in need of some sports shoes or equipments so that their buying frequency is low.

With the adults, their buying frequency is relatively very low since they do not highly need these kinds of stuff.

Monetary:

With the loyal customer, they rarely hesitate to possess any new product from the producer. Fashion, self-esteem is more considered than money. There are many sports players and famous persons being as Adidas brand’s representatives.

However, the normal customer who has a restricted money budget would be very thorough whenever buying any needed product so that they would not spend so much money on shopping.

Purchases:
As a first product priority, Adidas sports sneakers are consumed most compared with other lines of product. One another Adidas product segment which customers usually put their eyes on is clothing; Adidas T-shirt, jackets, shorts, shocks, and hats.