Adidas Marketing Mix Analysis

This assignment examines the marketing strategies employed by Adidas. It delves into their product offerings, pricing models (skimming and competitive), distribution channels (retail outlets, online platforms), and promotional activities (television advertising, product placement, AIDA model). The analysis highlights how Adidas leverages these elements to maintain a strong brand presence and cater to diverse consumer segments.

Running head: MARKETING MANAGEMENT
Marketing Management
Name
Institution
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MARKETING MANAGEMNT
Product
The Adidas group has maintained the culture of providing high-quality products, and its
objective is to provide the best value to the customers and satisfying their needs. The brand is
upheld through constant improvement and upgrading the innovative product features and
satisfying the varying needs of the consumers. The company's product portfolio undergoes
constant enhancement through innovation and creation of various company categories. This
strategy is developed to ensure that different wants and needs of the consumers are satisfied
worldwide.
The company aims to provide the best footwear which has integrated both technology and
design to the consumers. This footwear is purchased by customers to satisfy their desires and
apparels are towards providing comfort during heavy duty.
Promotion
Most promotion is done through television and product placement. Creative ads are also used to
attract customers by sending the right marketing message to the customers. The slogan
"Impossible is nothing" is a very strong statement for the brand. It also ties with strong teams and
players around the world. The company also utilizes creative outdoor campaigns and events
marketing.
Promotion can create a competitive advantage in the increasingly competitive markets. Adidas
uses the acronym AIDA in promotional activities. It means that it initiates awareness among its
consumers and then generates interest and desire. It then ensures action to purchase. Adidas uses
the above-the-line campaign for its products that showcase talent across sport, street, and style.
An example is the TV adverts featuring David Beckham, Wretch 32 and Derrick Rose.
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MARKETING MANAGEMNT
Pricing in the marketing mix of Adidas
Due to style, design, and promotions, Adidas uses skimming prices and competitive pricing. The
company uses competitive pricing for the run of the mill products while considering competitors
such as Nike and Puma. For newly introduced products, the company uses skimming prices. In
apparel's, the company uses skimming prices and the target customer is upper middle class and
high-end customers hence the high prices. The higher price is essential in price quality approach
which means that customers think the products are of high quality due to the high prices.
Place
The company uses retail outlets and also its exclusive stores directly from the company. There is
the presence of the company products in many multi-brand showrooms. Another mode of
distribution is online where products are sold through platforms such as myntra.com. Due to the
equity of the brand, operating margin is high hence the motivation of the distribution channels.
The company has adopted a global plan in which there is the distribution of products through
various sporting outlets such as world of sports, royal sporting house, sports link among others.
This helps the company to provide a high level of controlled brand.
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Running head: MARKETING MANAGEMENT
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