Adidas Marketing Strategy: West Indies Market Penetration Plan

This marketing plan details Adidas' strategy for expanding its business operations in the West Indies, aiming to satisfy customer needs, increase revenue, and strengthen its product market. The plan focuses on geographic, demographic, behavioral, and psychographic market segmentation, targeting students, sports enthusiasts, and high achievers. The marketing mix includes a diverse product range, average pricing, and distribution through coaching camps, schools, and universities. Promotional activities will utilize social media and local publications, featuring brand ambassadors like Dwight Yorke, Usain Bolt, and Chris Gayle, with attractive student discounts. The strategy involves both above-the-line and below-the-line marketing agencies to tap into untapped regions globally and increase product awareness. The plan references academic research on trade shows, marketing mixes, and competitive analysis to support its approach.