Marketing in practice
The sports clothing and footwear market has grown significantly over the recent years, with a high increase in products being worn beyond the traditional sporting environment. This increase in popularity is due to the fact that sports companies such as Adidas have become more marketing orientated in terms of how the company meets the needs and want of their consumers, by providing a selection of product that meets the needs and expectation of consumers and also by covering styles and price.
Adidas is one of the second leading global producer of sports footwear, equipment, and leisure wear and is widely recognized by its trefoil logo, launched in 1972.The company was ...view middle of the document...
Adidas Sport Heritage: the Adidas Sport Heritage brand looks at providing products that is meant for sports and everydayâ€™s lifestyle by also covering street wear.
Adidas Sport Style: The Adidas sport style products are directed at the style and fashion conscious consumer who desires the look and attitude of sports. It is designed with a mix of sports style and a little touch of retro style surging back from the early days of Adidas, this brand is targeted at all ages within the sports market.
On the other hand Adidas has a multi-brand strategy which helps the company to
reach their target market and also enables their customers to have a multi approach and select the appropriate product that will meet their needs and expectation. By having a multi-brand strategy it helps the company to be more customer focus and therefore meet the needs of customers within the sports market. The recent acquisition of rebook will therefore give customers a wider range of product to choose also the company will make profit as the customers will be satisfied and their needs will be met due to the selective range of product provided by Adidas.
Adidas also designs their products and footwear range with the needs of todayâ€™s market in mind, this is a concept used by Adidas to provide the best products to their consumers and athletes in the sports market. . For example, in preparation for the 2006 FIFA World Cup, Adidas placed its apparel and footwear through eighteen months of athlete and laboratory testing to ensure the best possible performance under extremes of heat and humidity.
This shows that the company is willing to provide the best product and services to their customers and also ready to move to the top spot in the sports market industry by supporting the best athletes and competition across the globe, with this in mind the company has cultivated and extended partnerships with important figures in the sports industry to help them promote their products to the general public. With the likes of David Beckham (football), Raul (football), Sergio Garcia (golf), Maurice Green (athletics), The New Zealand All Blacks (rugby), Real Madrid (football) and the German National team. Adidas has also been promoted by music where famous artist such as Run DMC ad Missy Eliot from the hip â€“hop genre have worn there brand name shoes and clothing which gave a boost to their promotion and has increased there marketing production. This sort of marketing activities helps the company to promote their product positively to their consumers because when customers see their idols wearing a specific brand such as Adidas it encourage customers to buy the product and therefore maximize the companies profit and market share.
As technology has become the way of life Adidas has taken the opportunity to use the internet technology as a way to let consumers purchase their products over the internet. They have implemented this idea due to the fact that the Internet is...