Sports have become an important part in the lives of men mainly due to the modern changes in the sporting arena. To meet consumer needs, sporting brands offer a wide range of products in the sportswear market. Today, Adidas is one of the biggest brand in the sportswear industry. Found in 1948, it continues to evolve and diversify its strategies. The company has recently developed a new market for women. Indeed, women have always attached great importance to sport and have become priority consumers along with men. We will study how Adidas uses this target and what are the challenges by the brand. An internal and external analysis of the company is made along with the study of the company's marketing mix and strategy.
[...] It is also important to remember that the adidas Group is present worldwide through its subsidiaries, which allows the group to quickly identify new trends. The group also has the advantage of re-introduction of its old models which are very popular among the younger generation. With the use of old models, new trends, the brand manages to differentiate itself by offering products that are both original and easily recognizable its to customers. Marketing strategy Despite being the leading brand in many regions for sporting goods, Adidas aims to broaden the target market to increase its market presence in women's sport to be the brand which is most desired by women. [...]
[...] In this category the sportswear are used for leisure activities. Contemporary classic: Women are attracted to the classic side of the product which can be used for both recreation and sports. Athletic stylist: women who count on the style and performance of the product Value consideration: Women who are conscious of price and product quality. The products offered by Adidas responds specifically to the needs of the of the above segments or categories. The above segmentation enabled Adidas to determine its target market, based to which it can develop specific strategies. [...]
[...] However, some companies like Adidas have realized the potential in Women's sportswear market. The segments for sportswear is quite diverse with multiple players in the market. Adidas group became the first company to compete with Nike in women's sportswear market. Nike and Adidas are competiting at equal levels by providing quality sportswear with similarity in prices. These two companies are tagged as the trend specialists in the market. Puma is another brand which offers similar products to those of Adidas with a smaller market share. [...]
[...] In addition, there is no possibility in the latter two channels to make a real campaign on the release of a new product, for example, without being in direct competition with other products. Internal Analysis Adidas is a brand known worldwide. Adidas became the first recognizable brand thanks to its famous three stripes logo on all its products. On the world market for sporting goods, Adidas is in second place. As for the French market, Adidas is the leading brand of sporting goods. [...]
[...] The television advertisements include famous models and sports personalities. For example when Sania Mirza became the global ambassador for Adidas women, enabled Adidas to appeal to a large group of women consumers in India. In addition the brand is also introducing its products among the movie stars and for example Scarlett Johanson has designed a line of sneakers for the brand. Non-media communication: The brand also employs non-media advertising by adopting sales promotion. These campaigns are held outside Adidas's outlets. A lot [...]
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