Adidas: Business Case

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Positioning Statement:
The Adidas brand is positioned as a globally recognizable symbol for quality and is synonymous with sports and an active lifestyle, while still being stylish and reasonably priced. In comparison to competitors such as Nike and Reebok, Adidas has a less flashy and more classy image. Furthermore, Adidas is known for its commitment to quality as well as it’s pop culture status with musicians and other celebrities. This appeals to its target market of 12 to 24 year olds because they are easily influenced and by seeing their favorite celebrities wearing Adidas they’ll be compelled to either ask their parents to purchase them or purchase them on their own when they’re financially able to do so. What is Adidas position in the athletic shoe market? Who are the other players in the market? How does the brand seem to be doing in this market? Adidas started as a major player in the international soccer market, and other Olympic sports. More recently Adidas is still huge in the soccer market but have become much more prominent in other sports like basketball which has a huge market for footwear. Currently they are a “hip” brand that’s popular in both the Hip Hop community and the hardcore sports fanatics. Other players in the market primarily include Nike and Reebok. Adidas is doing well as the number 3 brand in most segments with the exception of soccer where they share the global market with Nike, so there is room for improvement but all the while seem to have a firm hold on their position without an immediate threat to be unseated. What evidence does Adidas have that suggests the importance and potential success of digital interactive and mobile marketing? First and foremost, it’s common knowledge that for the past 10 years mobile device use has increased exponentially, and while it may have slowed a bit now it’s still an ever-growing industry with no sign of stopping anytime soon. In the US, “taking over” Yahoo to promote their Impossible...
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