Marketing Mix of Adidas
Understanding the 4Ps of Marketing Mix of Adidas
A German multinational corporation formed in the year 1949, Adidas is the world’s second-largest sportswear manufacturer that designs shoes, clothing, and accessories. The brand its own unique appeal and its popularity have grown over the years and its all because of its revamped marketing strategy and its 4Ps of Marketing Mix.
All these aspects have played a major role in turning around the fortunes of the company and help it reach the level where it is today.
Known for its sportswear products, Adidas mainly offers sports shoes, apparels and accessories to its customers. Adidas invests heavily in research and development so as to come up with new innovations in their sports footwear category.
Adidas has also partnered/collaborated with different celebrities and have launched an exclusive and limited range of sportswear. Eg Adidas Yeezy Boost, an exclusive line of sneakers gained huge popularity among customers, was made in collaboration with popular singer Kanye West and Adidas.
Adidas focuses on design and technology for their products and produces products which are futuristic and satisfies customers wants and desires.
Read more about What is Marketing Mix and why it is important.
The brand known for its quality and stylish products focuses on the Upper Middle class as well as High-end customers has always used the Competitive and Skimming pricing strategy.
For normal product launches, Adidas uses the competitive pricing strategy keeping in mind the competitors like Nike, Puma, and Reebok.
For new products, which are uniquely designed and technologically advanced as compared to other competitive brands, Adidas uses Skimming Pricing strategy.
High-Quality products do not come at a low price – This is the psychological factor that Adidas plays at with its customers.
Place plays an important role in the Marketing Mix of Adidas.
Adidas uses both Offline and Online channels for the promotion of its products.
For Offline channels, Adidas uses its own dedicated Adidas outlets and Multi-brand outlets for distributing their products.
The company has set up different outlets and partnered with different multi-brand outlets in different cities of the country to reach out to the mass audience.
For Online channels, Adidas uses e-commerce websites like Myntra.com, Flipkart.com, Amazon.com etc to promote their products. Adidas is using these channels to sell their new launches in footwear, sportswear etc.
Understand the importance of 4ps of the marketing mix
Impossible is Nothing
That’s the message that Adidas promotes through the promotions that the brand does. The advertisements are high energy adverts that are aimed to bring in adrenaline rush in you and promote the message to “Go for the Kill” and there is nothing that can stop you from achieving what you want in life.
Adidas uses a proper mix of Online and Offline channels for its promotion.
Online Channels: Adidas has a massive Facebook, Instagram and Youtube followership and it makes the best use of it for promoting its latest launches and giving product updates
Offline Channels: Adidas uses Television ads, Events sponsorships, OOH promotion to its best to reach out to customers. The brand also has tie-ups with leading sports personalities to promote their products.
That concludes the Marketing Mix of Adidas
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