Marketing research of the sportswear market. Consumer segmentation in the sportswear market

There are four main positioning mistakes that firms should strive to avoid:

1. surface positioning, i.e. in general, the loss by this firm of any clearly defined position;
2. one-sided positioning, i.e. creating a too narrow view of the company among buyers;
3. ambiguous positioning - the creation of a confused idea among buyers about this company;
4. speculative unseemly positioning. (an attempt to create an overly exaggerated idea of ​​\u200b\u200bthe capabilities of the company, the merits of its products and brands among consumers.

A number of positioning strategies are used to shape and anchor certain perceptions in the minds of consumers. Positioning is based on associative links between the product and product characteristics or other stimulating factors. Successful firms tend to stick to well-defined differentiating advantages and avoid sudden shifts in their market position.

2. Adidas sporting goods market segmentation

2.1 Marketing research plan

In the practical part of the course work, the trademark " Adidas.

Marketing research plan:

1. Study and selection of research methods
2. Determining the data collection method
3. Data collection
4. Grouping received data
5. Data analysis

A reporting form for systematizing the collected information is presented in Appendix A.

1. Description of the studied market based on secondary sources of information.

Adidas is a German industrial concern specializing in the production of sports shoes, clothing and equipment. The company is currently responsible for the distribution of products from Adidas, Reebok, Rockport, Y-3, RBK & CCM Hokey, and Taylor-Made Golf.

Year of foundation - 1824

Location - Herzogenaurach, Germany

Key figures – Adolf Dassper (founder), Herbert Heiner (CEO)

The motto of the company - Impossible is possible

• 1920 - Shortly afterWorld War I, early 1920 The Dasslers at the family council decided to organize a family business - tailoring shoes. The first products of the Dassler family were slippers and orthopedic shoes for training disabled athletes (of which there were many after the war). The material for them was decommissionedmilitary uniformand the soles were cut out of oldcar tires.
• 1924 - Adolf's elder brother also joined the production, Rudolph. July 1, 1924 The Dassler Brothers Shoe Factory was founded. Two brothers with opposite personalities complement each other - Adolf is a calm and balanced producer, while Rudolf is an active and sociable salesman.
• 1929 - For the first time, football boots appear in the assortment of the brothers' factory.
• 1932 - On 1932 Olympics German Artur Jonat , speaking in Dassler shoes, became the third in the 100 meters. This becomes the first major success of an advertising campaign based on collaboration with athletes.
• 1948 - In the spring, shortly after the death of their father, the brothers part because of a quarrel. Rudolph took one factory for himself, and Adolf another. They agreed not to use the name and symbols of the family business. Adi named his company Addas and Rudy named his company Ruda. But after a few months, Addas turns into Adidas(abbreviation for Adi Dassler) and Ruda is inPuma . So the world famous brand at that time - Dassler ceased to exist.
  The brothers themselves remained silent about the reasons for the quarrel until the end of their days. Perhaps Rudy was never able to forgive Adi for not trying to get him out of the POW camp after the war, using his acquaintance with American officers. Or maybe they just couldn't share their father's inheritance. In any case, after the collapse of the family business, the brothers did not talk to each other, and Puma and Adidas became the most bitter competitors.
• 1949 - Adolf violated the agreement on the non-use of the symbols of the "Dassler Factory". He took two stripes from the Dassler emblem, added a third to them and patented the resulting ones as the Adidas symbol. It is happened August 18, 1949.
• 1952 - Adidas begins to produce other products under the brand name Adidas. First breakdown diversification was the production of sports bags. And although sneakers remain the main production, Adolf is looking for a partner who will take over the production of clothing. By chance, at some party, he meets the owner of a textile factory.Willy Seltenreichand orders him a thousand tracksuits with three stripes down the sleeves. The goods went well, and the partners liked each other so much that soon Seltenreich began to sew only for Adidas. On theOlympic Games - 52, Emil Zatopek in sports shoes, Adidas wins gold medals within three weeks. He wins in the 5,000 meters, 10,000 meters and marathon (This is an achievement that has not been surpassed to this day). Zatopek's wife, meanwhile, wins the javelin throwing.
• 1975 - Adolf Dassler becomes an honorary member of the American Sporting Goods Association - the first among non-Americans.
• 1976 - On Olympic Gamesathletes equipped with Adidas won 75 gold, 86 silver and 88 bronze medals (This record has not been broken so far).
• 1978 - Adolf Dassler dies and the management of the company passes to his widow Katarina. passes FIFA World Cup in Argentina. The official ball of the Championship is Adidas Tango.
• 1989 - 51-year-old Horst died, his sisters tried to run the company, but quickly realized that they did not have the appropriate scale and competence, so they sold 80% of their shares for only 440 million DM to a French entrepreneur Bernardo Tapi , the then owner of the French football club "Olympique Marseille". Top managers come to the company as development consultants Rob Strasser and Peter Moore , it is according to their idea that a specialized Performance direction is being developed under the motto "Back to the roots".
• 1990 - Adidas becomes catastrophic: losses reach 100 million dollars . French investor Bernard Tapie acquires 80% of the company's shares. Thus, Adidas ceases to be a family business of the Dassler family.
• 1997 - Adidas acquires the French firm " Salomon Sports ”, a leading manufacturer of winter sports products, and up to 2005 The group is called Adidas-Salomon. This move allowed the firm to become the world's second largest manufacturer of sporting goods after Nike.
• 2005 - May 2 Amer Sports concern buys the company from Adidas Salomon Sports . For another three years (until 2009) Salomon will sell its products through the Adidas retail network, at the end of this period, the complete withdrawal of Salomon departments from the Adidas structure is expected. In August the concern Adidas-Salomon AG bought out 100% of the shares of his competitor for $3.8 billion Reebok International Ltd . The Reebok takeover allowed Adidas to increase its stake in the company's most important American sporting goods market up to 20% and get as close as possible to the market leader - the company Nike , which controls 35%.

Adidas is one of the most important advertisers, focusing on TV advertisements featuring such world stars as Lionel Messi , Frank Lampard , Steven Gerrard , David Beckham , Arjen Robben , Lukas Podolski , David Villa , Michael Ballack , Ana Ivanovic , Marat Safin , Kevin Garnett , Tracey McGrady , Derrick Rose , Dwight Howard , Novak Djokovic , Mario Ancic and others

Adidas signed sponsorship contracts with such well-known football clubs as, Milan, FC Bayern München, Real Madrid, FC Chelsea, Dynamo Kyiv, Lokomotiv, FC Liverpool and others, as well as Russian, Spanish, German, Greek, Mexican, Romanian, Japanese, Argentinean, Ukrainian, Nigerian and other football teams.

September 8, 2008 Adidas has signed a partnership agreement withRussian Football Union. According to the newspaper " Vedomosti ”, the total amount of the agreement, concluded for a period of 10 years, will be $100 million.

2.3 Consumer survey(Appendix B)

The survey results are presented in Table 2.1.

Table 2.1– survey results

Continuation of table 2.1

Work description

The purpose of this course work is to study the concepts of market segmentation, conducting marketing research, including consumer surveys, drawing up a portrait of a consumer, conducting product segmentation, determining market share and capacity, and choosing a target market.

Content

Abstract 2
Introduction 4
Content, essence of marketing research, segmentation 5
1.1. Basic concepts 5
1.2. Marketing Research Methods 6
1.3. Primary and secondary sources of information. Sample 15
1.4. Questionnaire 20
1.5. Stages of market segmentation 24
1.6. Segmentation base selection 26
1.7. Criteria and signs of segmentation 27
1.8. Selecting target markets 35
1.9. Product positioning in the market 40
Nike 43 Sportswear Market Segmentation
2.1. Market research plan 43
2.2. Description of the researched market based on secondary sources of information 44
2.3 Consumer survey (survey results) 48
2.4 Generalization and grouping of the obtained data 56
2.5. Rating assessment of the main characteristics of the goods of the trademark "Adidas" 63
2.6. Calculation of the market share and capacity of the Adidas brand products 64
2.7. Ways to win, maintain and expand market share 68
Conclusion 69
List of used literature

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In total there are 19 presentations in the topic

Zhilkina Elvira Evdokimovna, Khametova Nuria Gumerovna k. e. in Economics, Associate Professor of the Department of Industrial Commerce and Marketing, Kazan State Technical University. A.N. Tupolev

The sportswear and footwear market in Russia has recently been recognized as one of the most dynamically developing markets, and Kazan is no exception. The key issues that need to be addressed in the course of the activities of a retail trade enterprise are the price, assortment, advertising, and competitive policies of the enterprise. With a comprehensive consideration of these parameters of the activity of a retail trade enterprise, it is possible to identify the strengths and weaknesses of the company, and based on the analysis, develop proposals for improving specific parameters of the company's activities. The correct solution of these issues will ensure the success of the trading enterprise and contribute to attracting consumers. It should be noted that all of the above parameters are closely related to each other and, of course, a change in one of them will entail a change in the other.

The purpose of the study is to identify the relationship of these factors, as well as the degree of influence of each of them on the formation of the level of consumer demand. The object of the study was the company Sportivny Mir LLC. As part of this study, 2,351 respondents were interviewed.

The Sportivny Mir LLC company was established on 12/04/1997. The Sportivny Mir LLC chain of stores sells sports and fashion clothing, as well as sports equipment, focusing on retail, covering a wider range of consumers. At the moment, the sports world company is represented by three stores located in the cities of Kazan, Nizhnekamsk, Almetyevsk.

The store is multi-brand, which justifies its name. It presents, first of all, the products of three titans-manufacturers in the world of sportswear, such as Nike, Reebok, Adidas. Moreover, in each Sportivny Mir store they have their own department. All other manufacturers are also located separately from each other, though in smaller quantities and mostly on different racks. Such a display of goods allows the consumer to quickly orientate, without wasting time looking for a thing of a certain company. Also, the advantage of such a display of goods is that the consumer can immediately determine the possibility of acquiring full equipment from one company, which will allow him to create a fashionable and stylish image with minimal time.

The concept of a “quality” assortment of the “Sportivny Mir” company under study in this study is carried out through a comparison of the parameters characterizing the assortment with the parameters of the most successful competitor of the company - the Sportmaster chain of stores.

The assortment policy of the retail trade enterprise Sportivny Mir LLC is one of the key factors in the formation of consumer demand, as well as its competitiveness.

The multistore under study includes 28 clothing brands and 11 sports footwear brands. The same picture in the Sportmaster chain of stores looks different. So, in Sportmaster there are 47 clothing brands and 23 footwear brands, which in total is almost twice as large as the same number of manufacturers represented in the Sports World. This indicates the limited range of the Sportivny Mir store compared to its main competitor. But to draw conclusions only on the basis of the brands presented in stores, we consider it unreasonable. Therefore, we will consider the total number of goods in each of the stores, as well as the number of types and varieties of goods for a more complete and adequate picture. Brands that represent accessories, equipment, sports equipment, related materials, various kinds of equipment, underwear, socks and other products that are also of no small importance in the world of sports and recreation were not considered.

The products of Nike, Reebok, Adidas have long won the respect, trust and love of consumers. And it is not surprising that, according to the research, these brands are the most popular among the respondents. For example, Adidas is preferred by 38% of the residents of the Republic of Tatarstan. In second place in popularity is Reebok, 27% of respondents gave their votes to it. In third place is Nike, 13% of respondents are ready to buy clothes and shoes from this manufacturer of sportswear and shoes.

Thus, these three manufacturers occupy more than three quarters of the sports goods market of the Republic of Tatarstan, namely 78% of the total market share. So, if we talk about the range of sportswear and footwear in the Sportivny Mir multi-store chain and the Sportmaster chain of stores, then for both companies to trade successfully, it is necessary that the bulk of the goods on the trading floor be occupied by these three well-known brands. What happens in reality?

As can be seen from Figures 1 and 2, the situation in the Sportivny Mir multistore does not differ much from the assortment policy of the Sportmaster company, if we talk about the top four manufacturers.

Rice. one. Distribution of brands in the assortment of the Sportmaster store



Rice. 2. Distribution of brands in the assortment of the Sportivny Mir store

Studies have shown that the most popular and oldest company in the world of sportswear and shoes, Adidas, has a percentage of 22.65% of the total number of goods presented and 18.80% of the total number of products (table).

Table. Percentage of brands in the Sportivny Mir store



And this is not a leading place, but only the second in the company's assortment policy. The honorable first place is occupied by Nike - 24.26 and 25.07% of the total number of goods presented and of the total number of types of products, respectively. As for the third and fourth brands, namely Reebok and Puma, their situation is not much different from their competitors.

All four fundamental brands are in the category of goods with an average or above average price level. As for the remaining third of the manufacturers represented in both stores, the picture is radically different. Thus, in the Sportivny Mir multistore, brands prevail in the residual share of the assortment, as well as the previous leaders belonging to the middle and above average price segment of the sportswear and footwear market. And again, an important part is the diversity of manufacturers. So, in the "Sports World" there are almost two times less of them than in the "Sportmaster" chain of stores.

As for the Sportmaster store, the bulk of the brands presented in the remaining third belong to the price level below the average or economy, due to which a wide group of sportswear and footwear buyers is formed, belonging to different social and material levels. This group is practically not represented in the Sports World multistore, which leads to an outflow of customers to a competitor, since in the current situation of an abundance of goods, anyone wants to have a choice, even with the minimum payment for a particular purchase.

When analyzing the assortment policy of stores and comparing the results with the results of the study, it should be noted that the most popular product among the respondents is sneakers / shoes, 55.1% of the total number of respondents. In second place are shorts/trousers, in this category of goods respondents gave a total of 13.1% of their votes. The third place is taken by (down jacket / jacket) - 10%. Other options suggested by the interviewees themselves include tracksuit (5.6%) and t-shirts/shirts (6.3%). These data were obtained based on respondents' answers to the question about the purchases they made during the year.

Based on the information obtained during the study, it was revealed that the portrait of the modern consumer of sportswear and footwear is characterized by the following parameters: these are men (41.8%) and women (58.2%) aged 18 to 39 years (74, 5%), with an income of up to 30,000 rubles (79%) per month per unmarried person (59%).

The scope of a potential buyer of sporting goods is as follows:

• mid-level worker - 33.2%;
• individual entrepreneurs, business owners - 18.4%;
• managers (administrative apparatus) - 13.8%.

For the largest number of respondents, sportswear and shoes are comfort (42%) and a necessity for playing sports (32%).

Based on the foregoing, it can be assumed that the main consumer in this market uses the desire for the beauty and attractiveness of their appearance as the main motivation for buying sportswear and footwear, and, as a result, a change in social status.

The study revealed that the majority of respondents purchase sports goods once a year (41%), 25% of those surveyed buy sportswear and shoes twice a year, and only 13% do so once a quarter. This trend is explained by the fact that the purchase of these products is not for professional sports, but rather to maintain physical fitness, i.e. for training in the gym no more than three times a week for two hours, or just as comfortable clothing / shoes. Based on this, the service life of sportswear and shoes varies between a year and a half. During the same period, the acquired model remains relevant and fashionable.

The number of respondents who buy these goods less than once a year is 17%.

Over the past two years, a large number of shopping malls have been opened in the Republic of Tatarstan, located near the house, including a huge number of various stores. This combination of different types of goods in one place greatly facilitates the purchase process. Since most consumers make large purchases (for a large amount) once or twice a month, which is associated with the schedule for receiving money at work, it is convenient for them to purchase various types of goods (food, household chemicals, clothes, shoes, etc.) etc.). The results of the study confirm this - 74% of respondents prefer to buy sportswear and shoes in the sports departments of shopping centers, and only 13% of respondents do so in branded separately located stores.

It is also worth paying attention to consumer preferences regarding popular sports brands. The most popular brand, according to respondents, as already noted, is Adidas (38%), followed by Reebok (27%), then Nike (13%), Columbia (9%) and Puma (5%).

This percentage is explained, in particular, by the price factor. Since Puma is one of the most expensive brands among the most popular, the consumer prefers to buy more affordable and equally high-quality products from other brands. The popularity of the Adidas brand, in turn, is explained by the fact that this brand of sportswear and footwear was intensively positioned on the market of the Russian Federation in the 90s, which led consumers to people's love and absolute trust in this brand to this day.

In addition to price, quality, design, and brand preference are factors that determine the consumer's choice of a particular product. The most important factors determining the choice of the consumer are the price and quality of the product. This is the opinion of 26% and 25% of respondents, respectively. This is followed by the external attractiveness of the product, i.e. design, this factor was named the most important by 22% of respondents. Brand loyalty was chosen as a determining factor by 13.5% of surveyed buyers.

The most attractive for the consumer are various marketing campaigns, one way or another related to lowering the price of specific goods. According to the results of the study, the most popular promotion is a discount, 48% of respondents agree with this. Less popular are discount cards. 31% of respondents are interested in this form of stimulation. Only 13% of those wishing to purchase two goods for the price of one.

The study made it possible to identify four segments of buyers: from buyers with small purchases (from 1 to 3 thousand rubles) to buyers with large purchases (more than 10 thousand rubles) in one visit to the store.

The principal role of Big and Large Buyers is that together they bring from 65 to 70% of the store's income. However, the number of these people is small. In our case, this figure is equal to 35.6% of buyers, i.e. one third of buyers brings two thirds of the revenue.

If we specify the number of buyers of all four categories, we get the following picture:

1. buyers with small purchases - 1-3 thousand rubles - account for 24.8% of the total number of buyers. According to the study, they bring the store only 10% of the total profit;
2. buyers with an average purchase - 3-5 thousand rubles - account for 36.2% of the total number of buyers. They, according to the study, bring the store 25% of the total revenue;
3. buyers with a large purchase - 5-10 thousand rubles - account for 22.5% of the total number of buyers. They, according to the study, bring the store 40% of the total revenue;
4. buyers with a large purchase - more than 10 thousand rubles - account for 13.1% of the total number of buyers. They, according to the study, bring the store 25% of the total revenue.

It follows from the above that it is most profitable for a store to attract consumers with a high level of income, who can afford purchases for larger amounts than the category of consumers with an average income level.

It was also interesting to say that the longer the consumer is in the store, the larger his consumer basket becomes. Thus, according to the study, a purchase made in 20 minutes spent on the trading floor is from 1 to 3 thousand rubles, and a check for 30 minutes is already moving into the category of an average purchase, i.e. from 3 to 5 thousand rubles. This principle extends to the remaining categories of purchases.

It should also be noted that the time a person spends in a store directly depends on the area of ​​the trading floor and on the quantity and quality of information about the goods offered in the store. The buyer spends 25 minutes on the trading floor, while 70% of buyers carefully study the information inside the store, and 40% buy a product after learning about it in the store.

A retailer needs to systematize and improve their work with in-store design and communications as much as possible.

This will help:

• increase the time spent by the buyer in the store and thereby increase the amount of the check;
• increase customer awareness of the products in the store and thereby increase the size of his basket.

It should be noted that the amount of the purchase, and, accordingly, the profit of the enterprise, depends not only on the area of ​​​​the outlet, the duration of the buyer's stay in the store, the quality of the interior design of the trading floor, but to a large extent on the level of preparedness of the attendants.