Marketing Mix - Adidas

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Marketing Mix - Adidas

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Themes

Marketing Mix Adidas, sport outfit industry, Nike, Puma, product, point of sale, pricing strategy, promotion, market place, innovation, competitive environment, distribution strategy, Facebook, Instagram

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Abstract

Created by Adolf Dassler in 1944, Adidas is a German company that operates in the sport outfit industry. In this sector, Adidas is the leader in Europe and the number 2 in the world after Nike. Adolf Dassler made himself the first sports shoe in 1920. It is only in 1924 that Adolf will start working together with his brother Rudolf, as they made up to 50 shoes per day. In 1928, the Adidas shoes were used for the Olympic Games in Amsterdam. In 1948, the two brothers shared the company and Rudolf created Puma, another big name in the sport outfit industry.

Introduction
1. Presentation of Adidas
2. Marketing mix
Marketing mix of Adidas
1. Product
2. Price
3. Point of sale
4. Promotion

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[...] Promotion Today, even in the developing regions, people can recognize the brand Adidas. The brand is famous all over the world. This has been made possible by the brand's ability to be present in almost every sport event happening in the world. Over the years, the brand has got lots of collaboration with celebrities (big stars) of the sports industry. So, when people see the Adidas shoe, they do not only like it for itself, but because their preferred player wore that same shoe. [...]

[...] In fact, Adidas comes after Nike in this industry. The brand takes the inspiration and follows the example of its creator Adolf Dassler who made with his own hand, the sports shoes in 1920. Hence, the brand always operates by following the determination, courage and strength exhibited by its creator. It is very important to know that among the 3 conditions, the innovation aspect remains the main and the most important. In fact, it allows the company to keep up with the market's trend and meet the clientele's expectations. [...]

[...] That is why Adidas spends lots of time and resources in order to have a better distribution strategy. In fact, for a client to buy the Adidas shoes for example, he must go or visit the appropriate store. The number one factor is that Adidas sells its products in its own shops so that the clients will enjoy the diversity of its products. The brand places its shops and stores where there is certain traffic of people. It means that the company does not place its stores anywhere and everywhere randomly, but rather, it studies the environment where people visit the most before placing a distribution point. [...]

[...] Marketing mix of Adidas Product Whenever and wherever the name Adidas is mentioned, it refers to good quality. The brand focuses on the innovation and the product's quality when making its sports shoes. Every sport, be it football, tennis or volleyball, Adidas is a reference and one of the leaders of the industry. The brand always focuses on three elements which are the innovation, the performance and comfort of the products. Those are the 3 conditions that an Adidas product or shoe must fulfill in order to be put in the market. [...]

[...] The latest will use its experience, the brand's reputation and quality of product, the design proposed by the brand and the price fixed by the brand, in order to decide which product to buy. In those boutiques, the sellers put the big brands in a good position so that they will be seen. In fact, they even encourage the clients to buy products from Adidas and Nike. Nowadays, it is becoming more and more digital in almost every field. So, Adidas's products are being sold online in platforms such as Alibaba or Amazon. [...]

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