Study Guide > Adidas Marketing Mix (4Ps) Strategy

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STEP 7 - Adidas Marketing Mix (4Ps) Strategy Marketing Mix of Adidas analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Adidas marketing strategy. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies.

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Adidas Product Strategy

Adidas is one of the leading sportswear and goods brands. Adidas has always strived to provide the best of the best goods and equipment to the athletes through its innovations including the first shoes designed for ice and the first multi- studded shoes. In 2000’s Adidas was first in the industry to introduce a new lifestyle segment, focusing on streetwear inspired by sportswear. Adidas also designs and makes watches, sunglasses, caps, socks etc. and it also has deodorants, perfumes, aftershave, and lotions.

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Adidas Price/Pricing Strategy

Due to its innovations and continuous product improvement which leads to top notch performance, all the Adidas products are premium priced. The pricing strategy in the marketing mix of Adidas has focused upon high quality and competitor offering. The main reason of this is that the products are either customized as per need. Even if not, the price of Adidas products is already high due to the high quality of the material used.

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Adidas Place & Distribution Strategy

Adidas has made its products available around the globe through various distribution channels like franchises, mass merchandise, specialty stores and online retails (own and other e-commerce platforms). All these show the extensive global reach in its place and distribution marketing mix strategy. In the early 1990’s Adidas used to categories its sales into 3 categories – Adidas originals (which sold the old and traditional Adidas designs), Adidas Performance designed for athletes in different sport segments and Style Essentials which catered the general public and their lifestyle.

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Adidas Promotion & Advertising Strategy

Adidas has always endorsed and promoted itself through media. Adidas marketing mix promotional strategy is to use a 360-branding strategy covering all aspects of media and communication. Adidas promotes itself through commercial campaigns on TV, print, online, billboards etc. In one of its most memorable marketing campaigns, with David Beckham, Muhammad Ali, they were shown facing their own fears and at the end they successfully overcame this. Adidas also sponsors leading players in different sports segments. Adidas is also featured in various game advertisements like Sony play station STEP 8 – Develop a plan for monitoring and evaluation

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What will be measured?

- inputs: - output: - outcome: - impact

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How you will measure?

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