D Rose Marketing

459 Words2 Pages
D rose series have been introduced as basketball shoes from Derrick Rose’s tipping era in 2010. In order to promote the sale, our team decided to focus on the product and promotion through analyzing the 4Ps of marketing mix. Since there are many competitors in the market, it is necessary to analyze its objective product and promotion status in order to be successful in the red ocean of sport brand market.
1) Product
Design & Feature
As it is apparent in its name, D Rose series is based on the fame of Derrick Rose as a youngest NBA MVP (Most Valuable Player) ever in the basketball history. He is also the team member of Chicago Bulls, which is considered one of the most prestigious professional basketball teams in the United States. Meeting its fame, Chicago Bulls is legendary among basketball fans as the only NBA franchise to win multiple championships and never lose an NBA Finals series in their history. The Bulls saw their greatest success during the 1990s. They are also known for Michael Jordan, one of the most famous basketball players in the world.
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For this reason, in order to allure those fans, D Rose series include many design features mainly related with Chicago Bulls representative colors and logos. From its start as adiZero D Rose 1 and 1.5 in 2010 to D Rose 7, the color of basketball shoes are mainly composed with the mixture of red, black, and white representing Chicago Bulls. However, in contrary to Adidas’s intention to emphasize D Rose’s relation to Chicago Bulls to promote sales, the narrow choice of colors took part in the failure of D Rose. D Rose is in need of variety of color options and more fashionable design to match the active spirit of basketball and be more
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