Nearly half of people practicing sports are women. In France, each week, about 18 million women practice sports: they walk, swim, run, do biking or gymnastics, etc. Many studies show that women have become a strategic target for manufacturers of sporting goods. In this context, the general management of adidas decides to reinforce its marketing actions in order to conquer the female clientele. The company conducts several market studies in order to achieve a better knowledge of this target before elaborating a specific marketing policy for women.
Written in close collaboration with the general management team of adidas France, this case study presents the characteristics of sport practices of women, marketing actions developed by competitors and the position of adidas on this segment. The students are asked to prepare a marketing plan for the French market: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).