Segmentation,targeting & positioning Essay Example | Topics and Well Written Essays - 2000 words

Segmentation,targeting & positioning - Essay Example The paper is about segmentation targeting and positioning strategies of consumer goods and evaluation of its effectiveness. The consumer goods we have taken here are sports products and the companies are Adidas and Nike. We all know the rivalry between these two sport giants. Nike has gained much attraction among the marketing expert after its ambush marketing strategy in Atlanta-Olympics 1996. This paper starts with the simple definitions and introduction on Marketing and than moves to the strategy section, where it discuss the latest strategic moves of these companies.Marketing is a process of planning executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. (Kotler, Marketing Management, Pg 8).Every product available in market today has been targeted to a particular segment and the brand is positioned to fulfill the needs of that target group. Adidas and Nike both have secured a strong place in the sporting goods sector. They follow different strategic approaches to serve their consumer group and attract them."Adidas is one of the truly great global brands," said Mike Levy, founder, Chief Executive Officer and Chairman of SportsLine.com and Chairman of Sports.com.Segmentation is an approach midway between mass marketing and individual marketing.Each segment’s of buyers are assumed to be quite similar in wants and needs, yet no two buyers are really alike.