marketing plan-Adidas

ADIDAS - MARKETING PLAN

MARKETING STRATEGY

People purchase products or services for three basic reasons:

?To satisfy basic needs.

?To solve problems.

?To make themselves feel good.

MISSION STATEMENT

MISSION OF THE COMPANY

The adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.

?We are consumer focused ? and therefore we continuously improve the quality, look, feel and image of our products and our organizational

structures to match and exceed consumer expectations and to provide

them with the highest value.

?We are innovation and design leaders ? who seek to help athletes of all skill levels achieve peak performance with every product we bring to

market.

?We are a global organization ? that is socially and environmentally responsible, creative and financially rewarding for our employees and

shareholders.

?We are committed ? to continuously strengthening our brands and products to improve our competitive position.

?We are dedicated ? to consistently delivering outstanding financial results.

MISSION OF THE MARKETING PLAN

T o devise a marketing plan and formulate strategies which would help in the achievement of the marketing objectives of the company which are, ?Market penetration – gaining market share across all markets in which we compete

?Market development – expanding into new markets and addressing new consumer segments

?Awareness - increasing awareness and visibility across all brands, providing clear and consistent messaging and supporting product

initiatives at the point-of-sale.

TARGET MARKETS

The target market of Adidas is the urban youth with the brand proposition

‘competition to lifestyle’. The principle consumption centres namely the metros are also a potential target market!

MARKET NEEDS

?Comfort

?Durability

?Style

?Price

?Brand

SITUATION ANAL YSIS

THE CHALLENGE

THE INDUSTRY

ADIDAS is in the sportswear, apparel and sports accessories industry. The main competitors of ADIDAS in the industry are NIKE, and PUMA since it acquired REEBOK in January, 2006.

?NIKE

Nike is currently the world leader in Sports goods industry with a brand value of $12,672 million. The company concentrates on style and technology with a high price range of the products.

?PUMA AG

A German based company best known for its football shoes and athletic shoes. The competition from Puma has become stronger after the 2008 Olympics in which the Jamaican sprinter Usain Bolt broke records and won 6 gold medals. Bolt was wearing Puma shoes!

PRODUCTS AND APPLICATIONS

PRODUCT OFFERINGS

Comfort, durability, looks, value for money!

COMPETENCE

The firm has a stiff competition in the Indian market. Currently, Nike is the leading player in the industry.

?Multi-Brand Approach

There is a natural limit a brand can achieve given the diverse tastes and expectations of a highly fragmented consumer market. Thus, a multi-brand approach will provide the firm with a major competitive advantage and significant additional commercial opportunities compared to a single brand strategy. It can leverage the power of its brands in a more precise and meaningful way, utilizing the combined strengths of each to compete for a higher percentage of the market, covering a greater number of consumer needs, price points and demographics.

?Broader distribution

Close cooperation with retailers can significantly improve the in-store experience for the product. Establishing shop-in-shop formats (e.g. with JJB and Dick’s Sporting Goods) or retail partnerships (e.g. with INTERSPORT) are examples where the company is leading the industry. Such co operations can be particularly effective in markets that have become dominated by price and lack of differentiation.

?Cost leadership

The acquisition of Reebok has created significant opportunities to reduce and optimize costs, through scale benefits, back office consolidation and combined capital expenditure planning.

MARKET SEGMENTS

?Geographic segmentation

?Density: Urban and semi-urban cities

?Demographic segmentation

?Age: 15 to 35

?Income level: >Rs. 15,000

?Social class: Upper middle, lower upper and upper class

?Gender: Male and female

?Behavioural segmentation

BENEFITS SOUGHT

?Athletes

?Gym regulars

?Sports enthusiasts

?Brand freaks

?Image seekers

USER STATUS

USAGE RATE

BUYER – READINESS STAGE

LOYAL TY STATUS

ATTITUDE

?Psychographic segmentation

?Experiencers

?Achievers

?Image drivers

?Strivers

PORTER’S GENERIC COMPETITIVE STRATEGY

The DIFFERENTIATION strategy would help the firm in competing in a competing market place.

The firm has a strong grip only in the basketball and casual wear product line. Diversification of the products athletics, cricket and hockey would enormously help the firm in competing in such a market as cricket is the most popular sport in India. This would be a tough task since Nike is the sponsor of the Indian national cricket team.

ADIDAS – Strategy in India

Adidas’ strategy in India has been consistent over the past few years. The broad elements of the strategy are to target the brand to urban youth with our brand proposition from ‘competition to lifestyle’ using the authentic sports platform and build and reinforce credibility through relevant brand ambassadors and grassroots sports marketing programs. Further, it would target principal consumption centres, namely metros and build significant stand-alone exclusive store presence in significant locations. The strategy would be to play to our strengths, i.e. in apparel and mid to high priced footwear.

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