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Europe
Sports and Phisical
Activities for older people
Mr. Antonello Marega
President of European Platform for Sports and Innovation
1. Premise
It is necessary to clarify that this report refers to a reading of the market
according to the logic of the “Target Marketing”.
The Target Marketing identifies the diversity of consumers, their characteristics,
their needs and offers specific products to meet their demands.
This logic is different from that of the “Mass Marketing” proposing the same
marketing mix to all consumers.
The first step in the activities is to identify the “market segments” of consumers
and their needs.
We have to note that this strategic decision is valid, not only for companies with
their own brand, but also for OEM (Original equipment manufacturer).
The major customers of the OEM have the segmentaion concepts and
constantly monitoring the evolution of the consumers needs. Then, they
require to OEM companies sophisticated products with innovative and new
technologies but at reasonable costs.
2. Europe: the economic and social
importance of sport
Sport is a social and economic phenomenon of growing importance that
contributes significantly to the strategic objectives of solidarity and prosperity
pursued by the European Union.