Marketing and Strategy for Adidas Protein Supplements in Australian Sports Market

Running head: MARKETING AND STRATEGY
MARKETING AND STRATEGY
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1MARKETING AND STRATEGY
Executive Summary
In every business sector there can be identified certain companies, which typically takes the lead
and comprises an immense customer trust and loyalty in their products. Adidas can be
recognised as such a group which has been successfully leading exports business in countries
like Europe, Asia Pacific region and other developed countries and has received immense brand
recognition after it's contemporary competitor Nike. Adidas group has been complimenting its
brand portfolio that comprises Adidas Reebok brands and has obtained a substantial prominence
for its wide product range. The paper provided a comprehensive evaluation of the way Adidas
has planned to launch its brand new product category ‘Protein Supplements’ into Australian
sports market and develop the product to acquire similar prominence, which it has received with
other products as well to uphold its Adidas brand.

2MARKETING AND STRATEGY
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Adidas Brand Recognition and Prominence................................................................................3
Adidas Brand Analysis through Ansoff’s Matrix........................................................................4
Implication of market penetration and market development on Adidas......................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

3MARKETING AND STRATEGY
Introduction
Adidas is recognised as one of the renowned business enterprises in the world, which specializes
in the production of a wide range and excellent sportswear, footwear as well as sports equipment.
The company has been efficiently executed its business operations by using the trademark under
the company’s name of Adidas, tailor-made Adidas Golf and Reebok (Adidas.com.au 2018). Its
extensive business operations range from Europe North America and Asia Pacific region and
comprising a strong workforce of over 40,000 employees engage in various parts of the world
with around 200 subsidiaries, which exclusively focus on manufacturing. The company
fundamentally focuses on sports whereas the brand specialises in footwear, apparels as well as
sports accessories (Carter 2018). Adidas has attained a substantial level of prominence with its
sports segment where buy the brand recognition of the company has been promoted in its sports
such as running football basketball Tennis Cricket (Adidas.com.au 2018). The following paper
will evaluate the brand repute of Adidas and its new product launch that is Protein Supplement
that is essential for muscle growth. This protein supplement is equally effective for both men and
women who are fitness conscious. In addition to this the paper will analyse 2 marketing theories
(Ansoff Matrix and SWOT Analysis) and 2 marketing plans (Word of Mouth and Relationship
Marketing). The newly launched product will benefit the athletes from consuming this
supplements twice daily ranging from 1.5 to 2.0 per kg of the body weight.
Discussion
Adidas Use of Marketing Theories
Adidas’s marketing executives strategized a new marketing plan to introduce Protein