Current Marketing Trends of Adidas

Only available on StudyMode
  • Download(s) : 632
  • Published : January 19, 2013
Open Document
Text Preview
Table of Contents
Introduction and Marketing Trends4
SWOT Analysis4
Strengths4
Weaknesses4
Opportunities4
Threats4
Branding, Brand Identity, USP, Target Market and Customer Expectations5 Brand Identity5
Unique Selling Point5
Target Market and Customer Expectations6
Marketing Mix6
Product6
Price6
Place6
Promotion7
Ethical Policies and the Corporate Social Responsibility7
Conclusion and Recommendations7
References8

Abstract
Adidas is among the renowned producer, dealer and the retailer of highest quality sports products. Adidas is a brand which is not only famous around the world because of its fashionable and stylish sports products but also for several soccer teams, players and tournaments. In the past, the company uses only traditional ways of advertising and was successful. Nowadays, the changing environment of advance technologies forces the organization to improve their marketing strategies. The use of mobile devices and digital media marketing trends are the better opportunity for the Adidas to enlarge their market share by capturing their target market easily and to produce more effective marketing strategies. Internet is also a great option for Adidas to promote its products worldwide. This is not only modern way of advertising but also cost effective.

Introduction and Marketing Trends
Adidas is among the renowned producer, dealer and the retailer of highest quality sports products. Adidas is a brand which is not only famous around the world because of its fashionable and stylish sports products but also for several soccer teams, players and tournaments. In the past, the company uses only traditional ways of advertising and was successful. Nowadays, the changing environment of advance technologies forces the organization to improve their marketing strategies. Mobile technologies are becoming very common among the people around the world. Innovative technologies and the Digital media are presenting improved means for Adidas to get easy access to their target market. In order to compete in technological and more competitive environment in which Adidas has to face strict competition from its rivals like Nike, the company must move from traditional sources to mobile and digital media marketing in order to meet the demand of customers and to cope up with future consumption trends. The marketing trends are changing day by day. The use of mobile devices and digital media marketing trends are the better opportunity for the Adidas to enlarge their market share by capturing their target market easily and to produce more effective marketing strategies. SWOT Analysis

Strengths
Global incidence in more than 200 countries
Extensive product line
Focused on technological development and performance improvement Sponsorship to numerous worldwide supports events like streetball, soccer, football and tennis etc Strong brand image and reputation in products related to sports performance Large market share in US and European sports markets

Weaknesses
Lack of promotion and advertising schemes as compared to its major competitors like Nike Lack of proper customer service in some areas
Limited budget for promotional and advertisement schemes Unable to responds quickly to changing fashion environment Opportunities
Able to extend its international market through ecommerce and retail outlets Market share can be improved through efficient advertisement schemes Usage of advance technology can help Adidas to reach consumers effectively and more quickly Opportunity to advertise and enter new products in Europe before bringing in US market Threats

Numbers of competitors are increasing continuously
Competitors are trying to dominate market share of Adidas High risk is associated if company shifts from traditional marketing strategies to the digital marketing campaigns Worldwide financial crisis

Branding, Brand Identity, USP, Target Market...
tracking img