Marketing Mix Strategy Of Adidas

3.0 Marketing Mix Strategies

With its mission ‘to be the best sports company in the world’, Adidas Group is committed to constantly strengthen its brands and merchandise to enhance its competitive position. Adidas’ marketing mix analyses the brand and company that 4Ps, which are Product, Price, Place, Promotion, are covered and illustrates the marketing strategy of Adidas.

3.1 Product:

Adidas’s product mix strategy covers its whole product line across many types and sports. The main product is footwear in many styles and designs. Apparel’s and accessories is the secondary product. Its product range also includes sport utilities, lotions, aftershave, perfumes and deodorants.

The Adidas group has four main subsidiaries. Adidas, one of the famous

Adidas marketing mix pricing strategy focuses on high quality and competitor products.

As Adidas in the apparel market brand assets, competitive pricing are used by Adidas to stay in rivals such as Puma, Nike, Sketchers and Reebok. For the new market and the unique designed products, Adidas conducts skimming price. The main reasons are the product is customized according to need and the top quality of the materials used.

Its target customers are middle and high-end consumers. Penetrative pricing was never be used by Adidas, as this would affect Adidas brand equity and will affect price quality and psychological considerations for customers. Therefore, Adidas rarely cut prices (Hitesh Bhasin, 2017). The prices of various merchandises may be affected by tariffs, import regulations and duty, since most production is due to the supply of cheap labour in Asia. However, Adidas has never compromised its standards and quality as well as its price is always reasonable

Through the methods, Adidas 's goal is to promote customers in every market segment and every country. The flagship Adidas stores are located all over the world. With the infiltration of the Internet, Adidas is seeking to use its online market site, also with other multi-brand e-commerce sites. (Zigu)

There are 3 distribution channels as follows: (Hitesh Bhasin, 2017)

1) Manufacturing > Adidas outlets > End customer

2) Manufacturing > Distributor > Multi brand showrooms

3) Manufacturing > Adidas website / Online fashion websites > End customer

3.4 Promotion:

Adidas is using 360 branding strategy as marketing mix promotional strategy to cover all sides of media and communication. It always applies media and commercial campaigns on TV, internet, billboards and more to promote itself.

Cooperate with Muhammad and Laila Ali and David Beckham is one of the most unforgettable marketing campaigns that they faced their own fears, and eventually they managed to overcome this. Adidas’ powerful slogan “Impossible is nothing” was also released. (Hitesh Bhasin, 2017) Some leading players and top teams in different sports segments also are sponsored by Adidas. Its advertisements also feature in various games such as Sony play