Marketing and Adidas
MARKETING MANAGEMENT
TERM PAPER ON
ADIDAS
SUBMITTED TO SUBMITTED BY
BRIJESH SINGH VIJAY SAI. D MBA 2ND SEM SEC:B
CONTENTS 1. Introduction
2. Market Objectives of Adidas
3. Branding
4. Positioning Strategy
5. Segmenting Adidas
6. Considering the Family Life Cycle
7. Conclusion
MOBILE MARKETING AT ADIDAS Introduction
In entering the US market Adidas realized that the conventional methods used Europe will not suffice in this fierce market. Nike and Reebok was the fore runners in the US and gaining market share would be a slow process. Nike cornered the market in sports endorsements in basketball, running, children, cross training and woman’s footwear.
Adidas came to the realization that their marketing strategy needs to be revamped as Nike in 2003 gained market share in what was perceived as Adidas’s home ground. Technology has enabled Adidas to reposition their strategy and effectively converse with their target audience.
In this study the marketing objectives will be reviewed and how technology aligns with the Adidas strategy. Branding and the positioning will be analyzed; focusing on the steps taken to rebrand and reposition the product in the mind of their target audience.
The segmentation criteria used by Adidas will be investigated to determine the appropriateness of these segments. Lastly the buying behavior of these segments is studied to determine who dictates the buying power in the family life cycle.
Market Objectives of Adidas:
Adidas understand their segment and the short attention span that is prevalent with this target audience. Attracting the youth market and retaining their interest requires meticulous innovation and implementation and technology graciously provided them with the perfect opportunity to engage with this segment on their level. Their active inroads
TERM PAPER ON
ADIDAS
SUBMITTED TO SUBMITTED BY
BRIJESH SINGH VIJAY SAI. D MBA 2ND SEM SEC:B
CONTENTS 1. Introduction
2. Market Objectives of Adidas
3. Branding
4. Positioning Strategy
5. Segmenting Adidas
6. Considering the Family Life Cycle
7. Conclusion
MOBILE MARKETING AT ADIDAS Introduction
In entering the US market Adidas realized that the conventional methods used Europe will not suffice in this fierce market. Nike and Reebok was the fore runners in the US and gaining market share would be a slow process. Nike cornered the market in sports endorsements in basketball, running, children, cross training and woman’s footwear.
Adidas came to the realization that their marketing strategy needs to be revamped as Nike in 2003 gained market share in what was perceived as Adidas’s home ground. Technology has enabled Adidas to reposition their strategy and effectively converse with their target audience.
In this study the marketing objectives will be reviewed and how technology aligns with the Adidas strategy. Branding and the positioning will be analyzed; focusing on the steps taken to rebrand and reposition the product in the mind of their target audience.
The segmentation criteria used by Adidas will be investigated to determine the appropriateness of these segments. Lastly the buying behavior of these segments is studied to determine who dictates the buying power in the family life cycle.
Market Objectives of Adidas:
Adidas understand their segment and the short attention span that is prevalent with this target audience. Attracting the youth market and retaining their interest requires meticulous innovation and implementation and technology graciously provided them with the perfect opportunity to engage with this segment on their level. Their active inroads