Answered: what are the key factors for Adidas…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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based on the article, what are the key factors for Adidas must consider when implementing their global pricing strategies.

Transcribed Image Text:The Adidas Company has generated a massive amount of idolization from consumers in the high fashion industry because of their desire to expand beyond their original designs. The Adidas Company has also collaborated with hip-hop rapper Kanye West. The "Yeezy Boost" are the official collaboration sneaker by Kanye West and Adidas. Kanye West has released twelve sneaker designs with Adidas within the past four years. The shoes have further allowed Adidas to expand their brand past the street wear classic 3-stripe sneaker. Although the Yeezy Boost are an Adidas collaboration, the sneaker has allowed Adidas to push pass Nike in their variety of footwear. Strategies such as collaborations, will allow the Adidas Company to become successful while gaining consumer attention around the world. Other successful strategies of the Adidas Company are gaining a strong social media presence. In order to have an effective business a strong social media presence is required. According to Growth Gurus, social networks are the fastest growing industries in the world. Social media marketing also expands the brand's identification and awareness. Today, about 78 percent of small businesses use social media apps to lure in new customers. The remaining, 33 percent of customers recognized social media as how they view new brands and products. Overall a strong social media presence helps with marketing to consumers while validating the company's brand. The company's social media presence allows consumers to know the specific brand is always present, and focused on advancing in communication with them. According to The Marketing Insider Group, 63 percent of consumers who search for businesses online will most likely use ones with the strongest social media platforms. The Adidas Company's social media platform allows them to connect with their consumers while increasing awareness about their brand products. This specific strategy allows them to boost their leads and sales using social media platforms. The Adidas Company uses social media platforms such as Twitter, Instagram, Snapchat, YouTube, and Facebook to advertise their products. They also use social media to connect with their audiences globally. The Adidas Company thrives on all social media platforms because of their favoured content. Each of their channels use a relevant and specific campaign featuring videos. The Adidas twitter account has over 3.54 million followers. This account retweets other brands affiliated with Adidas, while combining the entire Adidas brand as a whole. The retweets posted by the brand accounts are affiliated with Adidas, while combining the entire Adidas brand as a whole. The retweets posted by the brand accounts are mainly of videos and images of Adidas clothing, shoes, and fitness products being promoted. Adidas uses real-life sporting events to promote their products. For example, at the UEFA Champions League Final, athletes such as Luis Suarez and Alvaro Morata who used Adidas equipment during the match were tweeted on the account. Under the Adidas hashtag their pictures were tweeted on the accounts page. This is a strategy of Adidas marketing that Twitter uses for global branding. The Adidas Facebook account is similar, where they have an exceedingly large fan base. Adidas remains one of the most dominant companies on social media because their process of integrating their brand channels into existing channels. By liking and sharing content of other company pages such as Nike or Puma, the Adidas brand also gets their content shared on these brand pages. The Adidas YouTube account has 851,238 subscribers and 55 videos. Their YouTube account features seven other Adidas brand channels. The account also features several Adidas campaigns such as the most recent 'See Creativity' campaign. This new 'See Creativity 'campaign is one of the latest chapters of Adidas. This campaign is told through the lens of female

Transcribed Image Text:Adidas-the brand to be distinguished from all the rest The three-stripe was a trademark that allowed the Adidas brand to be distinguished from all the rest. The brand became prominent in the athletic world as they began to evolve and gain trusts from world-class athletes. Adidas continued to produce innovative products for athletes performing in different sports. The athletes believed that the shoes allowed them to perform better. The best marketing strategy was meeting with the athletes in person, and asking them what could be improved or invented to support their athletic needs. The best athletes around the world gained trust in Adidas because they believed the company catered to them, and cared about their specific needs. The Adidas brand continues to excel today because of its consistent goal of meeting athletic needs. According to the Adidas mission statement, the group continually aims to be the global leader in the sporting product industry with brands built for a sporting lifestyle. The Adidas group is dedicated to continuously strengthening their brands and products to enhance their competitive position. Every brand strives to become the best in their product industry, but Adidas aims to be the best by constantly improving their sales strategies. The goals of the Adidas Company are rapidly changing as they continue to take on new ideas and business endeavours. Adidas is merging into one of the most popular sporting brands in the world and being stagnant on product marketing is not one of their goals. The Adidas group strategy is 'Creating the New' because they believe that they have the power to change lives through sports. Everything they strive to do is rooted in sport and lifestyle. As the health and fitness trends begin to reach their peaks, sports are becoming a way of life. Sport is beginning to play a progressively significant role in people's lives whether it's on or off the athletic fields. As the Adidas group continues to operate highly in the sporting apparel industry, they are motivated to push the expansion of products. Adidas also strives to excel in customer experiences and services to influence product desire. They believe doing so will help to capitalize on the growth opportunities in sports, as well as in sporting casual and active wear. The Adidas group believes that the sports are central to almost every culture and society and is also the centre to a person's mental and physical health. Initially the Adidas brand strives to inspire and allow individuals to utilize the power of sport in their lives. As time progresses the Adidas company has allowed their brand to advance into the fashion industry. Years ago, you could find Adidas sporting apparel being wom by the best athletes in the world. Today high fashion models such as Kendall Jenner and Gigi Hadid are spotted wearing Adidas apparel on the runways of New York Fashion Week. Adidas has transcended their brand into more than just an athletic footwear company. On February 8, the Adidas Company collaborated with an upcoming fashion designer Daniëlle Cathari. Cathari's collection for Adidas made its debut at the brand's New York Fashion Week preview. After a month-long release schedule, her collection dropped in New York, London, Paris, and Shanghai. Cathari mentioned that is was simple collaborating with Adidas because of their willingness to accept fresh innovative designs that would appeal to consumers. Cathari said "I had a lot of freedom. It was very naturally collaborative – 50% their DNA and 50% mine. It could have been so hard, but it was truly so easy to collaborate."

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