Today, the development of the contemporary business is highly dependent on the marketing research and an adequate analysis of the marketing situation and prospects of the future marketing development in a short-term and long-term perspectives. In this respect, the consumer behavior is particularly important because it defines consumers’ preferences and interests, which can be used and should be met by companies in order to achieve positive results in their marketing performance.
At this point it is possible to refer to three largest sport wear and equipment brands, Reebok, Nike and Adidas. All these brands are renowned worldwide and can benefit from their popularity. At the same time, they also target as specific target customer groups which constitute the basis of their clientele. As a rule, all three aforementioned brands target at the young population and adults who lead an active lifestyle and who practice sport as well as they target at professional sportsmen, who, though are often used by Reebok, Nike and Adidas as celebrities for the promotion of specific products, such as sport shoes.
In order to succeed, the companies need to research interests and needs of their customers. This is why promotional campaigns conducted by Nike, Reebok and Adidas often involves famous sportsmen which draw the public attention to their products. For instance, Nike actively used famous basketball players when promoted its products in the American market, while Adidas engaged football players to promote its products in Europe.
In such a way, the actual needs and interests of customers play the determinant role in the definition of marketing strategies as well as promotional campaigns of companies.