ADIDAS - Brand Analysis 

Adidas is a multinational corporation that designs and manufactures sportswear, footwear, and accessories. The company was founded in 1949 in Germany by Adolf Dassler, the brother of Puma's founder, Rudolf Dassler. Since then, Adidas has become one of the world's largest and most recognizable sportswear brands. Adidas's iconic logo, the three stripes, was first introduced in 1949 and has become a symbol of quality, innovation, and performance. The company's slogan, "Impossible is Nothing, " reflects its commitment to pushing boundaries and breaking barriers in the world of sports and beyond. In recent years, Adidas has also made a significant push into the world of sustainability. The company has launched initiatives such as "Parley for the Oceans, " which uses recycled plastic waste from the ocean to create new products, and has set a goal of using only recycled polyester in all of its products by 2024. 

PRODUCT LINE OFFERED BY THE BRAND 

1. Footwear: Adidas is known for its high-quality and innovative sports footwear. The company offers shoes for running, soccer, basketball, tennis, golf, skateboarding, and other sports. Some of the popular shoe lines include Adidas Superstar, Adidas Ultraboost, Adidas NMD, and Adidas Yeezy. 

2. Apparel: Adidas also offers a wide range of sportswear and casual clothing for men, women, and kids. Their apparel line includes t-shirts, hoodies, jackets, shorts, pants, leggings, and more. They also have a range of sport-specific clothing, such as soccer jerseys and basketball shorts. 

3. Accessories: Adidas has a variety of accessories such as bags, hats, socks, watches, sunglasses, and phone cases. The company also has a line of fitness and training accessories, including yoga mats, resistance bands, and foam rollers. 

4. Originals: Adidas Originals is a sub-brand that features retro-inspired sneakers and clothing. The Originals line includes classic Adidas shoes, such as the Stan Smith and Gazelle, as well as vintage-inspired tracksuits, t-shirts, and jackets. 

5. Collaborations: Adidas has collaborated with a number of designers and brands over the years to create unique and limited-edition products. Some of their most famous collaborations include the Adidas x Kanye West Yeezy line, the Adidas x Pharrell Williams collection, and the Adidas x Stella McCartney collaboration 

PRODUCT LAUNCHING STRATEGY 

Here are some of the key elements of Adidas's product launching strategy: 

1. Teaser Campaigns: Adidas often creates teaser campaigns to generate buzz around upcoming product launches. These campaigns can include cryptic social media posts, teaser videos, or even pop-up events that showcase sneak peeks of the new products. The purpose of these campaigns is to create excitement and anticipation among consumers for the upcoming release. 

2. Influencer Marketing: Adidas often partners with influencers and athletes to promote their new products. These influencers can include well-known athletes, social media personalities, or even regular consumers who are passionate about the brand. Adidas will often provide these influencers with early access to the products and encourage them to share their thoughts and experiences on social media 

3. Limited Edition Releases: Adidas frequently releases limited edition versions of their products, often in collaboration with designers or celebrities. These limited edition releases create a sense of exclusivity and urgency among consumers, driving up demand for the products. The limited availability also creates a sense of scarcity, making the products more desirable. 

4.  Product Launch Events: Adidas will often hold launch events for their new products, which can include pop-up shops, fashion shows, or even music festivals. These events are designed to create an immersive experience for consumers and generate excitement around the new products. They can also help to generate media coverage and social media buzz. 

5.  Digital Marketing: Adidas invests heavily in digital marketing, using social media platforms and digital advertising to reach consumers. They also use data-driven marketing strategies to target specific audiences and personalize their messaging. 

STAGES OF MARKETING THAT ADIDAS HAS UNDERGONE 

The marketing adoption stages refer to the stages that consumers go through when adopting a new product or technology. These stages include awareness, interest, evaluation, trial, and adoption. Here's how Adidas has undergone these stages of marketing adoption:-

1. Awareness: Adidas has been a well-known brand for decades, so most consumers were already aware of the brand when they began expanding their product line. However, when they introduced new products or lines, they focused on creating awareness through advertising, sponsorships, and partnerships with athletes and sports teams.

2.  Interest: Once consumers became aware of Adidas's new products, they needed to develop an interest in them. Adidas generated interest by showcasing the unique features and benefits of their products, such as their innovative Boost technology in their running shoes. 

3. Evaluation: After generating interest, consumers needed to evaluate the products to determine whether they were worth purchasing. Adidas provided information on the performance, design, and materials used in their products to help consumers make informed decisions. 

4. Trial: Consumers who were interested in Adidas products could try them out by visiting a store or purchasing online. Adidas provided a satisfaction guarantee, allowing consumers to return products if they were not satisfied with their purchase.

5.  Adoption: Finally, if consumers were satisfied with the product, they would adopt it and continue purchasing it in the future. Adidas has successfully achieved adoption by consistently delivering high-quality products, maintaining their brand reputation, and providing excellent customer service. 

MARKETING MIX 

The marketing mix, also known as the 4Ps of marketing, is a framework that businesses use to create and execute their marketing strategies. The 4Ps are product, price, place, and promotion. Here's how Adidas uses the marketing mix: 

1. Product: Adidas's product mix includes a wide range of sportswear, footwear, and accessories for men, women, and children. The company's products are designed to meet the needs of athletes and active individuals across a range of sports and activities. Adidas also regularly introduces new products and lines to keep up with changing trends and consumer needs.

2.  Price: Adidas uses a premium pricing strategy, positioning itself as a high-end brand that offers high-quality products. The company charges a premium price for its products, but also offers mid-range and lower-priced products to appeal to a wider range of consumers. 

3. Place: Adidas has a strong distribution network that includes company-owned stores, e-commerce websites, and third-party retailers. The company has a global presence and sells its products in over 160 countries. Adidas also uses targeted distribution strategies to reach specific customer segments, such as opening concept stores in urban areas to appeal to younger consumers.

4. Promotion: Adidas uses a range of promotional tactics to build brand awareness and drive sales. These tactics include advertising, sponsorships, and influencer marketing. Adidas is also active on social media, using platforms like Instagram and Twitter to showcase its products, connect with consumers, and promote its brand values.

 In addition to the 4Ps, Adidas also focuses on sustainability as a key element of its marketing mix. The company has made a commitment to using recycled materials and reducing waste in its production processes, and promotes these initiatives through its marketing efforts. Overall, Adidas's marketing mix is focused on delivering high-quality products, charging premium prices, using targeted distribution strategies, and using a range of promotional tactics to build brand awareness and drive sales. The company's focus on sustainability is also a key element of its marketing strategy. 

PRODUCT LINE ORIENTED WITH WIDTH, LENGHTH AND DEPTH 

Adidas offers a wide range of products, and its product line can be analyzed using the width, length, and depth framework: 

1. Width: Adidas's product line is wide, covering multiple categories such as footwear, apparel, accessories, and sporting goods. Within each category, the company offers a broad range of products to suit different needs, preferences, and price points.

2.  Length: Adidas's product line is also long, with many different products offered within each category. For example, within the footwear category, Adidas offers running shoes, soccer cleats, basketball shoes, and lifestyle sneakers, among others. Similarly, within the apparel category, the company offers products such as t-shirts, hoodies, shorts, and leggings. 

3. Depth: Adidas's product line is also deep, with multiple variations and options within each product type. For example, within the running shoe category, Adidas offers a range of shoes designed for different types of runners, such as those who need extra cushioning or stability. Within the soccer cleats category, Adidas offers cleats designed for different playing surfaces, such as firm ground, turf, or indoor surfaces. 

DIFFERENCIAL PRICING OF ADIDAS 

Differential pricing is the practice of charging different prices for the same product or service based on various factors such as location, product features, and customer demographics. Adidas uses differential pricing in various ways to appeal to different market segments and increase its sales and revenue. Here are some examples of differential pricing strategies used by Adidas: 

1. Geographical pricing: Adidas charges different prices for its products in different countries and regions based on various factors such as local taxes, import duties, and exchange rates. For example, Adidas may charge a higher price for its products in markets with a higher cost of living or where there is strong demand for its products. 

2. Product line pricing: Adidas offers different product lines at different price points to cater to different customer segments. For example, Adidas offers premium products such as its Yeezy line at a higher price point to appeal to fashion-conscious consumers, while also offering lower-priced products such as its Essentials line to appeal to budget-conscious consumers.

3.   Promotional pricing: Adidas may offer discounts and promotions on its products to boost sales and clear inventory. For example, Adidas may offer a discount on older models of its shoes or apparel to make room for new inventory. 

4. Customer-based pricing: Adidas may offer discounts or promotions to specific customer groups such as students, military personnel, or first responders to build customer loyalty and increase sales. 

SOCIAL MEDIA USAGE 

Adidas has a strong presence on social media platforms and uses them to engage with customers, build brand awareness, and drive sales. Here are some examples of how Adidas uses social media:

1. Content creation: Adidas creates a range of content for social media, including product images and videos, influencer and athlete partnerships, and brand campaigns. This content is designed to showcase the brand's products and values, and to connect with customers on a personal level.

2.  Community building: Adidas has a strong community of fans and followers on social media, and the company uses social media platforms to engage with them and build a sense of community. This includes responding to customer comments and questions, encouraging user-generated content, and hosting online events and giveaways. 

3. Influencer marketing: Adidas partners with influencers and athletes to promote its products and reach new audiences on social media. These partnerships help to amplify the brand's message and connect with customers who may not be reached through traditional marketing channels. 

4.  E-commerce integration: Adidas has integrated its social media channels with its e-commerce platform, making it easy for customers to purchase products directly from social media. This includes the ability to shop directly from Instagram and Facebook posts, as well as through the Adidas app. 

5.  Analytics and measurement: Adidas uses social media analytics tools to track engagement and measure the effectiveness of its social media campaigns. This helps the company to understand what content resonates with customers and to optimize its social media strategy over time. Overall, Adidas's social media strategy is designed to create engaging content, build a community of fans and followers, and drive sales through direct e-commerce integration. By using social media to connect with customers on a personal level, Adidas can build brand loyalty and drive long-term growth.