Discuss All the Market Segments in the Film and Describe Each According to Demographic, Psychographic, Behavioral and Technographic Dimensions

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- Technographic

- Television

- What needs and wants do these brands satisfy? Explain

In reference to Maslow’s Hierarchy of needs/wants the brands were able to satisfy all six levels of needs: physiological, security, social, self-esteem and self-actualization. In terms of physiological and security, they were able to satisfy these needs by providing the actual product itself, as clothing or protection against the elements is a basic need that everyone has. Social is satisfied by the brands by providing a sense of community through the type of shoes that they offer. People would buy a specific type of shoes in order to be accepted in their own little cliques. They were able to satisfy self-esteem because when people bought their shoes their desire to feel good about themselves were fulfilled. Through offering limited time only/exclusives the brands were able to satisfy the self-actualization need.

- Discuss the branding strategies of the top 3 brands and explain why these are effective.

Adidas

Run DMC was at the top of his game when Adidas approached him. He created the song “My Adidas” which topped the charts. It was an effective campaign for, people who were fans of hip-hop found a sense of identity within these shoes. It enabled them to break the stereotype of Adidas being “felon shoes” and in a way rebrand their image in the hip-hop community.

Nike

Nike used then rising basketball superstar Michael Jordan as their main brand endorser in 1985. They released their Air Jordan’s coupled with the “Be Like Mike” campaign which was a hit with basketball fans and people who idolize him. Part of their success is in line with the “exclusivity” trend that the sneakers enthusiasts were going towards. With a new pair of shoes every season they were able to entice customers to constantly be in the look out for what’s next in store for them. That and since these items are sold for only a limited amount of time there was a sense of urgency for them to buy before they ran out.

Reebok

Reebok signed Jay Z and 50 cent on 2003 who at the time were making waves in the music industry. It’s the classic rags to richest story with these two, which is precisely the reason they were so marketable. They served as an inspiration for those who were not so well off, that someday hard work does pay off; that you just have to keep moving forward.