Summary of Segmentación de mercado ADIDAS

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This video discusses the Adidas brand, focusing on its line of performance products. It discusses the geographic distribution of Adidas in Peru, the demographic trends of the country over the past 15-30 years, and the social class of the buyer. It also segmented the lifestyles of the buyers into five categories: recognition, consideration, purchase, use, and satisfaction. Finally, it discussed the importance of market segmentation and how it can be used effectively by companies.

• 00:00:00 In this video, we discuss the Adidas brand, focusing on its line of performance products, which is an ally of sports and physical activity. We begin by discussing Adidas's geographic distribution in Peru, with particular focus on the departments of Cusco, Lima, Ayacucho, and Piura. We then go on to discuss the demographic trends of the country over the past 15-30 years, with a focus on male and female skews in both high and middle income brackets. We also mention the social class of the buyer, from middle to high class. The next segment of the video is about lifestyles. These are buyers who lead a more sports-oriented lifestyle, and who need the products Adidas offers for sport training and activities. In this segment, we discuss the stages of the buyer, which are divided into five steps: recognition, consideration, purchase, use, and satisfaction. The fifth step is post-purchase, where the buyer reflects on their satisfaction with the product, and makes any comments they may have on social media or in their personal circle. The final segment of the video is about the importance of market segmentation, and how it can be used effectively by companies to utilize their resources more effectively. We thank you for your attention.