Submitted by: Submitted by stratts123
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Words: 2833
Pages: 12
Category: Business and Industry
Date Submitted: 03/19/2016 06:44 AM
MN2305 Assignment 2
Student ID: 100750264
Adidas x Kanye West “Yeezy” Marketing Plan
Word Count:
1. Executive summary 3
1.1 Notable Changes 3
2. Market Overview 4
2.1 Footwear Market 4
2.2 Nike Vs Adidas 5
2.3 Distribution 8
3. SWOT analysis 9
3.1 Strengths 9
3.2 Weaknesses 9
3.3 Opportunities 10
3.4 Threats 10
4. Objectives 11
5. Action Programmes 12
6. Budget 13
7. Controls and Contigency Plans 14
7.1 Measuring Success 14
7.2 Contingency Plans 14
8. Bibliography 15
1. Executive summary
I have chosen to use Adidas and their Kanye West collaboration producing luxury footwear. Whilst the German sportswear brand has been producing shoes since 1949 and clothing a little later down the line this collaboration with West marks their first involvement in higher end footwear. This will undoubtedly require them to do things slightly differently in terms of marketing, especially working with the outlandish marketing tycoon West.
I have outlined a simple ways of maximizing sales by lowering prices and making the products available to a wider audience as well as the idea of coming its own brand by opening physical stores, a unique solo website and cross marketing with all other Kanye West material.
1.1 Notable Changes
The Adidas x Kanye West collaboration has already produced multiple pairs of signature shoes that have sold out instantly so they could make no changes and have success but for example the release of all these products was limited to small runs to create exclusivity and meant a lot of customers missed out. Producing more units of each product whilst slightly lowering prices across the board will ensure consumers aren’t buying from resellers after the initial release for four times the retail price. This money doesn’t come back to Adidas or West it goes to the reseller. Producing more units these people can buy directly from Adidas, and they gain extra sales and revenue not the resellers.
Having such a high price point...