The Marketing Mix of Adidas tells the 4ps (Product, Price, Place, and Promotion) of the leading German multinational sportswear Brand – Adidas!
Adidas, one of the most popular sports and footwear businesses, has had its ups and downs. The firm was founded in 1936 and is one of the world’s oldest footwear companies.
Even though the organization has a long history, its heart remains youthful. Adidas faced severe competition from Nike in the 1980s but quickly outperformed the competition by focusing on youth and sports enthusiasts.
Let’s start with the Marketing Mix of Adidas to learn more about its product, price, promotion, and distribution approaches.
Products in the Marketing Mix of Adidas
Adidas is a well-known sportswear and goods company. Through its advancements, Adidas has always sought to give the finest of the best goods and equipment to sportsmen, including the first ice shoes and the first multi-studded shoes.
The product strategy in the marketing mix of Adidas covers its entire product line across different sports and types.
Adidas also sells sports backpacks and athletic clothing to individuals. In addition to its athletic performance offering, Adidas was the first in the industry to develop a new lifestyle category in the 2000s, focused on streetwear influenced by sportswear.
Adidas’ product line includes tennis, golf, cricket, basketball, lacrosse, volleyball, rugby, gymnastics, skateboarding, baseball, field hockey, kabaddi gear, running and lifestyle shoes, soccer shoes, and other sports utilities.
Adidas also sells deodorants, fragrances, aftershaves, and lotions, as well as watches, sunglasses, hats, and socks.
The Adidas corporation includes four major subsidiaries. The first is its brand, Adidas, which is available in both clothing and footwear. The second is Reebok, which has surpassed Adidas and is one of the Adidas group’s biggest subsidiaries. The third is Rockpot, which focuses on outdoor footwear, apparel, and accessories, and the fourth is Taylor Made, which focuses on golfing gear, equipment, and accessories. Reebok is the most powerful of the aforementioned subsidiaries, followed by Adidas.
Adidas’ goal is to provide its consumers with the greatest footwear that combines technology and design. These items are not required. Customers, in reality, purchase shoes to fulfill their goals and desires. Similarly, the clothing is designed to provide comfort throughout strenuous activities.
Even though the outfit is primarily targeted at athletes, it is commonly worn as a fashion statement by teenagers.
Pricing in the Marketing Mix of Adidas
Adidas employs skimming rates as well as competitive pricing due to its style, design, and promotions. Adidas uses competitive pricing for everyday items, keeping competitors like Nike, Reebok, and Puma in mind.
Adidas, on the other hand, utilizes skimming pricing for items that are fresh to the market and have a unique design.
Adidas’ price approach in the marketing mix of Adidas has prioritized high-quality and competitive offerings. The key reason for this is that the items may be tailored to meet specific requirements. Even if this were not the case, Adidas products are already expensive owing to the excellent quality of the materials utilized.
As a result, the product becomes less cheap to customers in developing countries. The fact that the company invests extensively in marketing, advertising, and sponsorships influences pricing.
Because 90% of production is manufactured in Asia due to the availability of cheap labor, import laws, duties, and tariffs may have an impact on product pricing.
However, Adidas has never compromised on quality or standards, and its prices are always justified.
Place in the Marketing Mix of Adidas
Adidas is mostly distributed through retail stores. Adidas has its private boutiques where the firm provides the materials directly. Many multi-brand showrooms, on the other hand, will feature Adidas clothes and footwear on display.
The products for these multi-brand showrooms come from a distributor. The third and last means of distribution is through the internet. The goods are available for purchase through online fashion retailers such as myntra.com and the Adidas online store.
All of this demonstrates the company’s worldwide reach and distribution marketing mix strategy. Adidas used to divide its sales into three categories in the early 1990s: Adidas Originals (which marketed classic and traditional Adidas designs), Adidas Performance (which catered to athletes in various sports divisions), and Style Essentials (which catered to the general public and their lifestyle). Adidas hopes to reach out to clients in every sector and region using these tactics.
In comparison to other rivals, the company’s affiliations with the ILO (International Labor Organization) and the IFC (International Finance Corporation) have allowed it to execute and run a sustainable business.
Adidas flagship shops may be found all over the world. Adidas is actively targeting the online market, not just with its website, but also with other multi-brand eCommerce platforms, as internet usage rises.
Promotions in the Marketing Mix of Adidas
Adidas has always used the media to advertise and market itself. Adidas’ promotional strategy aims to adopt a 360-degree branding strategy that encompasses all sectors of media and communication. Adidas advertises on television, in print, online, and on billboards, among other places.
One of its most iconic commercial ads had David Beckham, Muhammad Ali, and Laila Ali confronting their anxieties, which they eventually overcome.
The company continuously communicates with its fans online, with over 39 million and 26 million followers on Facebook and Instagram, respectively.
The Adidas tagline “impossible is nothing” was also launched in conjunction with this. It was the most massive campaign in history.
Adidas also sponsors top athletes in a variety of sports. Adidas is frequently seen in advertising for video games such as Sony’s PlayStation.
All of these strategies ensure that the iconic Adidas brand is remembered by everyone, that brand awareness is raised, and that targeted clients are easily kept and attracted. As a result, the Adidas marketing mix is summarised.
I hope you have gathered all the crucial information about the Marketing Mix of Adidas and the 4 P’s of Adidas. Stay tuned for more Marketing Mix Articles.