Adidas F50+ boots have been through a large amount of research and development, I think this because the first F50+ boot to come out was the ‘F50’ then the ‘F50+’ boot came out, and now there are new versions of the F50+, these boots are called the ‘F50.7+’ and also the ‘F50.8+’. I feel the main reason they keep bringing an updated version of the boot out is to sustain the competition and increase revenue. Helping with the sales revenue, Adidas has made ‘cheaper’ versions of the F50+ boot, these boots are called the ‘F10+’ and the ‘F30+’ I reckon these cheaper boots were made for the customers who could not afford or where not willing to pay the amount of money the F50+ boots cost. The two boots are second rate boots, as they have fewer accessories to the main boot. Adidas and other businesses will need to provide a large financial investment in research and development to keep on top, or even to keep up with their competitors.
F50+ boots accessories
The F50+ boot has many high points. It is the first ever boot to be customised to fit the weather, pitch and player style. UPPER: - Minimalist and extreme flexible upper construction. - Innovative construction results in lightweight and glove like fit. - Lace cover increases kick area. - Ad hex. Specially developed micro fibre is extremely thin and soft contributing to a very lightweight boot that is high abrasive resistant and low maintenance. Chassis: - Triple hardness/Density TPU. - Sock liner holds the receptacles for the studs. - Supports the upper with stability and distributes stud pressure. - Comfort chassis - provides extra cushioning and shock absorption.
The Product Lifecycle
All products have a life span over which customers will want them. This is called the product life cycle. No one buys exactly the same product forever, as their (customers) taste changes, or the business stops selling the product, so an alternative is chosen. Businesses change their products to meet that changed demand. Although some products may come back into fashion e.g. classic Adidas football boots.
The following is the product life cycle.
Stage 1: Introduction
Stage 2: Growth
Stage 3: Maturity
Stage 4: Saturation
Stage 5: Decline
This is where the F50+ boot will be released onto the market. Adidas will have used many techniques to sell the product, ‘brand loyalty’ will have been one of the main techniques. Other techniques used will have been used, these will be sponsorships, psychological pricing, skimming, competitor pricing and cost plus pricing. By using these techniques the popularity and the sales increased progressively.
This is the second stage of the life cycle, at this point F50+ sales had risen dramatically. Advertising and other marketing methods change slightly as the boot will now be commonly known to customers. The boot is still ‘new’ and will be in great demand.
At the third stage, the F50+boot will be at its highest selling point so far, but also the rate of growth is slowing down as many customers are buying, or have bought the product. At this point extra marketing campaigns for the boot are needed to maintain future sales and also, to maintain sales against the competition.
On the fourth stage of the life cycle, the sales of the product are not increasing at all, even though the sales are still meticulously high. Adidas would have considered using research and development (R&D) at this point to create or ‘upgrade’ the boot so they can increase sales, and repeat the life cycle again so the product life cycle increases and lasts longer, this technique is repeated numerous times. Also, Adidas would have considered using the F50+ boot in offers e.g. by buying the F50+ boot you get a free football, this method is called ‘added value’
This is the final stage of the product life cycle, the sales of the F50+ boot in this stage are declining, although the marketing campaigns from the saturation stage in the product life cycle could have helped sales revenue and increased, or sold enough to stop product popularity declining too much. This is where the customers see the product as ‘old’ and they will switch to ‘new’ products maybe from Adidas or from its competitors Adidas being such a successful busies will have replaced the product already with a new product or upgraded product so that the sales revenue is still being made, and the process will start over again.