Marketing Mix of Adidas -
December 4th, 2010
Adidas AG (pronounced /ˈɑːdiːdɑːz/ in parts of the UK and pronounced /əˈdiːdəs/ in the US and Scotland, FWB: ADS, ADR:Pink Sheets: ADDYY) is a major German-based sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-adidas golf company (including Ashworth), and Rockport. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear and other sports and clothing-related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after its U.S. rival Nike.
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrüder Dassler Schuhfabrik between him and his older brother, Rudolf. Rudolf would later establish Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma.
The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The "Three Stripes" were bought from the Finnish sport company Karhu Sports in the 1950s. The company revenue for 2009 was listed at €10.38 billion and the 2008 figure at €10.80 billion.
The core benefit is to satisfy consumers’ needs or want.
caters for different needs and wants of consumer
uphold its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers.
Today, Adidas has established itself as a strong brand for sports apparels.
Adidas is a shopping product
Able to penetrate the market as it is cheaper than its competitors
Uses market skimming
e.g white T-mac 4 shoes is being charged at a higher price than the other colour of the same version
Become the NO.1 sporting brand in the world.
Advertising commonly through the mass media.
Through the use of the internet
Point of Sale
‘Impossible is Nothing’ campaign
Distributing some of the Adidas products to the various sporting outlets
e.g Royal Sporting House, World of Sports, Sportslink
Online purchasing through the internet
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