Marketing analysis of a new sports shoe for Adidas.

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Marketing

                                          ASSIGNMENT

Stratford College of Management, London

Prepared for

Lecturer of Marketing

Stratford College of Management

ATHE Awarding Body, London

Prepared by

Hassan Javed

PGD in Business Management (Group-3)

ID Number:  SCM\20101067\85

Contents

Introduction............................................................................... 4

Marketing mix…………………………................................... 5

Segmentation............................................................................. 6

Branding …………….……….................................................. 7

SWOT analysis......................................................................... 8

External influences....................................................................9

Marketing Objectives............................................................. 10

Internal and External Sources...............................................10

Bibliography……………………………………………...…13

Introduction:-

Adidas – a name that stands for competence in all sectors of sport around the globe. The vision of company founder Adolf Dassler has long become reality. The idea was as simple as it was brilliant. Adi Dassler’s aim was to provide every athlete with the best possible equipment. Thereafter the brand famous brand “Adidas” began.

It was started in the year 1920, when Adi Dassler made his first shoes using the few materials available after the First World War. Today, the adidas product portfolio contains shoes, apparel and accessories for basketball, soccer, fitness and training to adventure, trail and golf. The Adidas name dates back to 1948, deriving from the first two syllables of Adi Dassler’s first and last name. In 1997, Adidas acquired the Salomon group, and they had to be changed to Adidas-Salomon AG. The Salomon group included Bonfire and the Taylor Made golf brands, among others. Adidas completed and introduced its revolutionary three-divisional structure in 2002. The brand segmented into three which are the Adidas Sport Performance, Adidas Sport Heritage and Adidas Sport Style. The Sport Performance division products were focused on the sports performance market but have design appeal, which also encourages the consumers to wear the products both on and off the court or playing field. The Adidas Sports Heritage division contains Adidas originals products. Originals extend the unique and authentic heritage of Adidas products to the lifestyle market. The Sport Style division houses Y-3, a collaboration between iconic Japanese designer Yohji Yamamoto and Adidas. Y-3 combines the mission of the sports brand with the vision of style to develop an unexpected, radical appeal and the future in sportswear. In October 2005, the Salomon business acquisition was sold to the Finnish Amer Sports Corporation. And thereafter the company changed its legal name to Adidas AG. And on January 31, 2006, Adidas-Salomon AG acquired Reebok International Ltd. The closing of the Reebok transaction marks a new chapter in the history of the Adidas Group. By the combination of the world’s most well known and leading sports equipment manufacturers of this competitive world platform and well-defined and complementary brand identities, provides a wider range of products and a stronger presence across teams, athletes, events and leagues. Today, the new Adidas Group which has more than 25,000 employees across the world, with more than 2,000 employees working at the company’s headquarters in Herzoge naurach, Germany. This includes a team of designers, product developers and experts for biomechanics and material technology researchers. 1.1 Mission Statement of Adidas "Adidas-Salomon strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. We are consumer focused. That means we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to the market. We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders. We are committed to continuously strengthening our brands and products to improve our competitive position and financial performance. In the medium term, we will extend our leading market position in Europe, expand our share of the US footwear market and be the fastest growing major sporting goods supplier in Asia and Latin America. The resulting top-line growth, together with strict cost control and working capital improvements, will drive

Over-proportionate earnings growth. ."

1.1   Evaluate the principles of the marketing mix.

Marketing Mix:-

Marketing mix includes the 4p’s, which was clearly explained under the marketing mix of the males Adidas Porsche S2. The 4p’s includes firstly the;

Product:-

When considering to the female Adidas Porsche S2, Adidas has come out with a creative idea. That is this female Adidas Porsche S2 will be having some added features comparing to the males Adidas Porsche S2.Female Adidas Porsche S2 will be in two types that are the normal casual wear female Adidas Porsche S2 and the other will be the Adidas Porsche S2 Sports is an unisex sports shoe.

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Adidas Porsche S2 sports shoe are perfect for high school athletes who compete in many multiple events.

This will be a sponsor for the participants of the forthcoming event, which is the Olympics 2012.

Some of the main features of Adidas Porsche S2 sports will be as follows;

• Adidas Porsche S2 is lightweight, well cushioned track spike.

• Nylon meshes upper combine’s lightweight and breathability (allowing the passage of air and moisture).

• Synthetic leather trims improves durability.

• Pre-molded sole provides optimized comfort and cushioning.

• Replaceable spikes.

Price:-

Price strategy will be premium pricing for ...

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