School of Business Management

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School of Business Management

• Principle of Marketing BM0019
• Marketing Research Project
• Topic Adidas

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Introduction

• Marketing Research
• Adidas
• Research Description
• Secondary data
• Primary data

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Background History

• Established in 18 August, 1949
• Manufacturing and Sales based Company
• Becomes a corporation in 1989
• adidas AG
• Marketing Company
• Acquired Salomon Group in 1997
• adidas-Salomon AG

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Background History

• Achievements
• Net sales of 6.267 billion euros
• Net income of 260 million euros
• Management Team info
• 15,700 employees worldwide

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Background History

• 115 subsidiaries worldwide
• 1 Operational Centre 1 Technology Centre
• USA
• Germany
• Singapore
• 13 branches
• 1 Warehouse
• 1 Counter

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Mission Statement

• Adidas are consumer focused.
• Adidas strive to bring innovation in technology
  and design to their product.
• Adidas are a global organisation that is socially
  and environmentally responsible for their
  employees and shareholder.

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Marketing Philosophies

• Product and Marketing concept.
• To deliver desired satisfaction better than
  competitors in order to achieve organizational
  goals
• It focuses on providing athletes with the best
  possible product
• Adidas focus on the wants of consumers by
  launching the Customisation Experience project

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Marketing Mix ( 4Ps )

• Products
• The core benefit is to satisfy consumers needs
  or want.
• caters for different needs and wants of consumer
• uphold its brand by constantly upgrading and
  improving products innovative features and
  quality to satisfy its customers.
• Today, Adidas has established itself as a strong
  brand for sports apparels.

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Marketing Mix (4Ps)

• Price
• Adidas is a shopping product
• Able to penetrate the market as it is cheaper
  than its competitors
• Uses market skimming
• e.g white T-mac 4 shoes is being charged at a
  higher price than the other colour of the same
  version

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Marketing Mix(4Ps)

• Promotion
• Promotion objective
• Become the NO.1 sporting brand in the world.
• Promotion Mix
• Advertising commonly through the mass media.
• Through the use of the internet
• Point of Sale
• Impossible is Nothing campaign

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Marketing Mix (4Ps)

• Place
• Distributing some of the Adidas products to the
  various sporting outlets
• e.g Royal Sporting House, World of Sports,
  Sportslink
• Adidas outlets
• Online purchasing through the internet

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How do you first get to know the brand Adidas?

• Adidas attracts consumers attention through
  interesting and creative advertisements.

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What type of Adidas products do you usually buy?

• Adidas does not focus enough advertisements on
  its swimwear products.

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What do you go for when buying Adidas product?

• Design plays a big part on the consumers purchase
  decision.

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What do you go for when buying Adidas product?

• People have their own taste and preferences, they
  do not follow the trend blindly.

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Does Adidas advertisements have any impact on you
to buy more of their product?

• Advertising acts as a motivator for consumers to
  buy Adidas products.

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Adidas products are affordable. Do you agree?

• Adidas price their products that consumers find
  it affordable.

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Are you satisfied with Adidas product?

• Adidas should continues to make improvements to
  ensure that all consumers are satisfied with
  their products.

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What Do You Go For When Buy Adidas Products?

• Only 8 of surveyors buy Adidas product once
  month, could be due the durability of their
  product, hence not having the need to purchase as
  regularly.
• 61 would buy Adidas products once or twice a
  year, as there is no need to replace the product
  unless it is spoilt. Again highlighting Adidas
  durability. Cost might also be a factor here.

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Do You Purchase Adidas Products Using Its Online
Services?

• 97 said that they do not purchase from Adidas
  online service. This is due to their products are
  mostly sportswear, and require consumers to test
  them physically, something you cannot do online.

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Do You Agree That Celebrities Used In Adidas
Advertisement Helped Them Gain More Customers?

• 68 of surveyors agree that the use of
  celebrities help Adidas gain more buyers.
• Impossible is Nothing Ad gather top athletes
  round the globe to add awareness.

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What Do You Dislike About Adidas?

• Our Surveyors Are Mostly Satisfied With Adidas
  Products With a Minority of Them Putting Design
  As Their Main Dislike of Adidass Products.

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If Adidas Has A New Product, What Would You Want
It To Be?

• Most of Them Answered That They Want An
  Improvement of Adidas Current Products And An
  Improvement To Their Design

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Conclusion

• 86 of surveyors satisfied with adidas products
• Advertising makes impact on consumers to buy
  their products
• High satisfaction of consumers causes higher
  increase in sales of Adidas products
• Adidas products easily accessible and available
  to consumers
• Design is more priority to consumers rather than
  price
• On-line services needs improvement as shown from
  surveyors

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Recommendations

• Come out with new products such as swimwear,
  beachwear, table-tennis, volleyball accessories
  and medication for body aches after exercising
• More promotions and a slight decrease in price
• Improve in online services such as providing more
  information
• Make improvements on advertising

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Advertisement by Adidas-Salomon AG
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The End

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