Adidas Marketing Report
2
Content p.2
Executive Summary p.3
Introduction p.3
Market/Customer Analysis p.4 – 7
Product Review p.8
Competitor Analysis p.9 – 11
SWOT Analysis p.12 – 15
Marketing Objectives p.16
Target Markets p.17 – 18
Differentiation and Positioning p.19 – 21
Product Strategy p.22 – 24
Pricing Strategy p.25
Distribution Strategy p.26
Marketing Communication Strategy p.27 – 29
Controls p.30
Appendix p.31 - 35
1
Adidas is a company which produces a wide variety of sports products. It is especially renowned at designing and manufacturing sports shoes, equipments for different sports. It strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. They are consumer focused, innovative and design leaders. One of its values is to seek to help athletes of all skill levels achieve peak performance with every product we bring to market. So, for our new product, Adidas – S2, we aim to assist customers in enhancing the effectiveness of exercising.
3
Nowadays, customers are more attentive to health and exercising. Many companies are developing new marketing plans and strategies to suit customers’ needs. They are looking for products and services that can give them a healthy body and fit body shape, no matter male or female.
In order to follow the trend and be the leader, Adidas should also make changes. Changes that make customers know Adidas is also trying its best to suit customers’ needs. Such as targeting and penetrating into new markets by modifying new products or developing new products to expand the target markets.
4
Define the Market
Adidas is global leader in the sporting goods industry and focuses on both mass market and niche market in Hong Kong. It has two main segments which are Adidas Performance and Adidas Style. Adidas Performance supplies
Content p.2
Executive Summary p.3
Introduction p.3
Market/Customer Analysis p.4 – 7
Product Review p.8
Competitor Analysis p.9 – 11
SWOT Analysis p.12 – 15
Marketing Objectives p.16
Target Markets p.17 – 18
Differentiation and Positioning p.19 – 21
Product Strategy p.22 – 24
Pricing Strategy p.25
Distribution Strategy p.26
Marketing Communication Strategy p.27 – 29
Controls p.30
Appendix p.31 - 35
1
Adidas is a company which produces a wide variety of sports products. It is especially renowned at designing and manufacturing sports shoes, equipments for different sports. It strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. They are consumer focused, innovative and design leaders. One of its values is to seek to help athletes of all skill levels achieve peak performance with every product we bring to market. So, for our new product, Adidas – S2, we aim to assist customers in enhancing the effectiveness of exercising.
3
Nowadays, customers are more attentive to health and exercising. Many companies are developing new marketing plans and strategies to suit customers’ needs. They are looking for products and services that can give them a healthy body and fit body shape, no matter male or female.
In order to follow the trend and be the leader, Adidas should also make changes. Changes that make customers know Adidas is also trying its best to suit customers’ needs. Such as targeting and penetrating into new markets by modifying new products or developing new products to expand the target markets.
4
Define the Market
Adidas is global leader in the sporting goods industry and focuses on both mass market and niche market in Hong Kong. It has two main segments which are Adidas Performance and Adidas Style. Adidas Performance supplies