Adidas Marketing Strategy

Table of Contents

1. INTRODUCTION 1

1.1. Overview of Adidas 1

1.2. Attributes of Adidas 1

1.3. Three Levels of Product 2

2. MARKETING PLAN 3

2.1. Marketing Strategy 3

2.2. Market Segmentation 3

2.3. Target Market 5

2.4. Differentiation and Positioning 6

2.5. Marketing Mix 6

3. RECOMMENDATION 8

4. CONCLUSION 9

5. REFERENCES 10

1. INTRODUCTION

1.1. Overview of Adidas

Adidas was established in Germany on August 18, 1949, by Adolf Dassler with just 47 employees in a small town located in Herzogenaurach.

It has been successful in the sporting industry. Today, Adidas is recognised worldwide and is one of the largest sports brands in the world. The three stripes logo is an iconic brand widely known in the markets across the world. (Adidas History, n.d.)

The company has a broad portfolio of products, ranging from state-of-the-art sports footwear and apparels to fashion-oriented sportwear accessories and equipment. As of Today, Adidas Group had employed 46,000 over people worldwide, comprising 170 subsidiaries including Reebok, TaylorMade- Adidas Golf company, Rockport and CCM-Hockey. (Mahdi, H. A. A., Abbas, M., Mazar, T. I., & George, S., 2015)

1.2. Attributes of Adidas

Adidas aims to be the global leader excelling in the sport industries living with a passion to create a sporting lifestyle. With immense passion for sports excellence and innovation in designs, the brand constantly seeks to help athletes of all levels to obtain optimal performance.

Adidas’ dedication and commitment had consistently delivered remarkable financial results by maintaining the expectations of its supporters around the world. Adidas continuously boosts its competitiveness in the market positon and products. Also ,the company are consumer focus, hence they continuously ameliorate the quality, texture, appearance of the product so as to go beyond consumer’s expectations.

Adidas has endorsed many well known athletes to achieve outstanding performance result in...