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Marketing Analysis: Adidas
Transcript of Marketing Analysis: Adidas
August 18th 1949 -
Type of business:
Adi embarked on his mission to provide athletes with the best possible equipments
, he registered a shoe that included the registration of the adidas
In ,Adidas acquired Reebok and the company was re-named to
that soon became famous
Adi Dassler thought about a logo design that could give its brand a
look so that it retains longer in the memory of people
As the company spread its business in apparel and leisure industry, Adi realised that he needed a logo that could demonstrate industrial diversity of his company.
Creative director Peter Moore, designed the shape which represents a
, indicating the challenge to be faced and the goals to be achieved
10 - 30
Adidas target people who are
between the age of
10 t0 30
and people who are active. Especially those who
like swimming, soccer, basketball, running, snowboarding and so on.
The majority of users who wear brand Adidas are
. This is because most of the Adidas products withdrawn is for men and few options for women.
12 to 34
years old are
in sports such as soccer, tennis and other sports.
Normally customers who are involved in sports at this age is ready to afford a
branded sport shoes
$68,219 ~ higher
However, students and others can still afford a pair or two of Adidas shoes
Based on the environment and where they live in.
In London, football is very popular with the competitions held as EPL
They aim for
where it is
with sports and the
around them that is also
Females are still an important target market to Adidas where for females, it's more focused on variety of
The marketing mix consists
of 4 P's
For shoes, their logo is placed in the middle-
using colours that stands out and drags the attention
soy-based & water-based inks through 100% recycled cardboards.
overall recycled content is 95% based on weight
made from 100% recycled fibre
38% - 60% weight reduced for shoe s since 2006
No glue used
2nd pair of shoe laces (sometimes)
Adidas is a
around the world with over
Adidas Energy Boost shoes
Adidas products are around
Most products are worth
, which is fairly expensive
The value of Adidas is really high as it is the second-top sports brand after Nike
With having lots of sports stars and celebrities advertising, the quality is trustworthy
When Adidas products are first released, they start off with the maximum price they can ask.
However, as the profit falls they start discounts and special offers to attract customers.
As Adidas is competing against Nike, their prices are pretty similar to each other.
By Judy Seo
Similar colour with similar features
Adidas's main 2 competitors
- profit table
No BULK PRICING
No TRADE - INS
No CUSTOMER LOYALTY
low CASH DISCOUNTS
When one starts discounts, another follows to meet the same price line
However, they do have certain
if the product has
not been worn
SOCIAL & CULTURAL
SOCIAL & CULTURAL
Adidas is an ethical company where they:
Aim to reduce recycle waste
Distance, Speed, Speed Zones, Number of Sprints
However this distribution channel is within the company Adidas as they do not have a separate manufacturing company.
is the best for Adidas as they don't have any Adidas factories in Australia.
When the demand is
due to the world cup and sporting events, Adidas
their workloads to other factories in Asia such as
China and Indonesia
where they are able to get products quickly with very low cost.
Adidas needs a head office to determine which market they are going to release their product
Someone has to oversee what products are coming into Australia as well they have specific target market for different places
Adidas has their own retail stores and outlet stores around the world. However, they also sell their products through :
Adidas is aiming for customers who can afford
products and wants
Through this, customers will be able to
prices and quality with other competitors such as
Nike, Aasics and Puma
In general, Adidas sells their new range of products all around the world such as
Adidas targets mainly to males in America
Wheres they target more on woman's in Korea
Other than the number of products, Adidas sells similar products all around on their online store
- Adidas Outlet stores
- Adidas retail stores
Store set up
program- Adidas new footwear apparel customization offering
Barbershop style chairs have been integrated with screens and keyboards to allow for each individual to be comfortable while working on their own personal custom
Swatch books for all colors, fabrics, and laces are also on site to ensure accuracy in choices
at the center of the store for customers to check out
on display to catch customers attention
Adidas Originals Store design concept takes a less raw approach to the previous ones and features a much
Effective use of
for hats and clothes
allowing customers to have a look at the fit
Adidas displays their new product through
where everyone will be able to see when they walk past.
Effective us of manikins
window displays to catch customers attention.
The use of various colors
The use of interesting designs
Adidas shoes are displayed on walls.
only one pair of the shoes are displayed
The background usually has bright light to make the products stand out.
Chairs and mini tables for customers to sit down and try shoes on.
mini seats around the whole store for customers to sit and take a careful look at the products. Adidas is wanting the customers to stay in the store as long as they can
Adidas does not give out any freebees to customers. However, they do allow customers to try their products on the spot, providing them with changing rooms
Adidas has a large amount of TV commercial advertisements in the world wide TV network like
Adidas runs their own Facebook page where they upload photos of new products and announce special events or offers for their customers
They have their background photo as their models (celebrities)
Korean girl group
Adidas has their own separate apps where their members (customers) are able to check products through their phone anytime, anywhere.
They constantly upload photos and news on these apps to make sure that people are up to date
Adidas concentrates on their posters trying to make them look outstanding and unique to catch peoples attention
Adidas Ads are nearly around all channels around the world.
Adidas ads are usually
They usually link their products to sporting events such as
FIFA world cup
Adidas Argentina Away jersey
Adidas Final official match ball
These days, Adidas has moved from normal ads to extended ads that are usually around
During the breaks when the world cup is on, Adidas puts on their
, aiming for all the customers that are watching the game.
In the summer of
,one of the biggest names in sports signed the biggest endorsement deals in history for an athlete.
David Beckham signed a massive
Justin Bieber was announced as the new face of Adidas'
, which concentrates more on off-the-field fashion than on it.
Adidas and Bieber have created an
internet scavenger hunt
to find the
that he's been wearing on his believe tour, which is a lot like finding Willy Wonka's golden ticket
is the model for Womans clothing and sportswear.
Adidas targets the whole world
Adidas is the second-top sports brand where they target not only one specific area but the whole world.
Adidas has heaps of competitions in order to stay engaged with their potential customers.
For example, Adidas has special competitions going on Facebook such as designs with the most "Likes" will win a $100 voucher. Top 10 designs wanted.
Exclusive prizes for winners handed out
There is a joint venture between
Samsung MiCoach is a personal trainer mobile phone where you are able to get a heart rate monitor. Adidas calls this a "foot pod". Simply attatching this to your shoe laces measures the distance you've traveled and how fast you're going.
Adidas does not run direct mailing as they believe that it isn't the best way to keep in touch with their customers. Instead they have loads of TV advertisements and uses Social Media as well. Such as, Facebook, Twitter, Instagram.
Adidas does not give out any freebees at all but they allow customers to try on their products from stores.
Adidas does not use any psychology prices such as
when it is actually
Their prices are all simple -> $180, $240 etc.
3 main products
Adidas has different types of balls for all sports. such as Soccer ball, base ball, cricket ball and so on.
Code of ethics
Adidas suppliers are required to display its workplace standards on the factory wall. However, in several factories, workers say the code is not displayed or has been taken down
Adidas says it's committed to-"ensuring fair labour practices, fair wages and safe working conditions throughout our global supply chain"
However, factories in Indonesia get people to hide in bathrooms, so there are fewer on the production line and it looks more efficient. If Adidas wants to ask questions, the workers(factory runner) are prepared beforehand with questions and answers and they (employees) can never tell the truth,else they'll get fired. Adidas tries their best to be ethical and socially responsible but it's the suppliers and the factory owners who are unethical.
Adidas stands for human Rights
Adidas does not tolerate any discrimination or personal harassment, be it sexual or in any other form. Every employee must respect the personal dignity, privacy and legal rights of every individual.
This Code of Conduct shall apply to internal cooperation as well as to conduct towards external business partners
T-shirts, Hoodies, jumpers