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Adidas - Marketing Plan

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Alyssa Joy Gambol

on 22 January 2013

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Transcript of Adidas - Marketing Plan

The Consumer Geographic Segment
Demographic Segment
48% chose Adidas as their preferred brand
97% are satisfied
considers comfort, design, durability and price before purchase
increase in product demand The Competition Current
Analysis Nike
- currently the world's leader in sporting goods
- German company known for its soccer shoes

Competitive Advantage
constant and updated technological innovation and excellence The Company Company Goal
- to lead the sporting goods industry
- targets leading market position in all regions

Net loss from 2011 operations
Leading in sales from most of the regions
Underrepresented in North American Region Operating Environment International well-known brand
major wholesalers in the market are owners of a brand name
demand is driven by fashion and demographics
should cope up with the changing tastes of buyers
strong brand recognition for consumers are important Market/
Focus Target Market
Objectives/Factors Target Markets
- urban youths and athletes
Marketing tactics
Company Objectives
- Global organization
- Innovative of power and design
- Focused on consumers
- Committed to the brand Product
Objectives/Factors Market Penetration
Market Development
Awareness Market
Analysis Info Needed/Collected Market needs - Shoe Industry
SWOT Analysis Findings Methods/Tools Employed Consumer Research Analysis

Competitive Market Analysis

SWOT Analysis Marketing Program
Tactics Positioning and Branding Expand footwear for professional athletes to premium fashion
Expand positioning their product in different sports like basketball/hockey
Develop an Adidas shoe brand extension
License a popular player to promote or create a new brand
Co-brand with Puma Distribution/Logistics Adidas manufacture its own products
has 107 subsidiaries in 20 countries
exports to 160 countries
Herzogenaurach, Germany - Adidas headquarters Advertising "Basketball is a Brotherhood" - Slogan for Basketball
Public-relations events
"You can only be the best if you have Adidas" - Slogan for Soccer Promotions and Sales Sponsor the NBA
Continue sponsoring the FIFA
Sponsor major sports league
Promote on radio, print-ads and online media Financial
Projections Financial Factors 2 Key Factors
1. The cost of doing the business
2. The desired profit of the company.

- Laws
- Consumer Demand
- Competition Assumptions/Risks Consumer Demand Risks
Industry Competition Risks
Hazard Risks
Risk relating to rising input costs
Credit Risks Costs/Revenue Target price, target audience and design features are established first
Raw materials are bought
Manufacturing Process
Shipped to trading companies
Distributed to retailers
Sold to consumers
Summary of Price Breakdown Profit/Loss Analysis Adidas earn profits by selling merchandise to retailers
Currency rates, distribution, operating expenses and taxes decrease the profit
More retailers means increase in sales
Eliminating some operating expenses will increase Net Income Implementation
Evaluation Events/Schedule May 2013 - Create a contract with a FIFA player
June 2013 - Start promoting soccer shoes
July 2013 - Create a contract with an NBA player
August 2013 - Start promoting basketball shoes Controls Promote Adidas to attract investors
Be updated with different currency rates in countries
Schedule Advertising and Promotions wisely
Don't invest too much on depreciating things
Lessen the operating expenses Data Collected Monitor sales and expenses on different branches
Financial statements should be accurate
Sales should be higher than the expenses
Reports should be sent directly to the marketing team
If the plan is not working, the marketing team should modify some parts Evaluation Method Marketing team and Accounting team should focus on this part
Accounting team would prepare financial statements and interpret it
Marketing team would analyze if the plan is successful or failing
Always devise a back-up plan, just in case the original plan didn't work THE
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