Adidas Marketing Plan

Paper Summary:

This paper explains that, while research indicates there is a belief that Adidas makes better footwear than Nike, Adidas has been unsuccessful in penetrating the young hip-hop crowd that has grown up with i-pods, blogs and video games. The author stresses that Adidas is looking to appeal to this younger generation through the technology that they have become used to using. The paper relates that, with this focus on technological innovation, Adidas is going high tech with everything from high tech sneakers, high tech virtual stores and high tech promotions. The author states that this high tech strategy is moving into its internal operations departments, adopting a better delivery system, increasing retail distribution and taking customer service to a new level beyond satisfaction to delight. The paper relates that this plan is trying to obtain return and possibly lifetime customers, which would be very profitable for the company.

Table of Contents:
Introduction
The Product
Promotion
Pricing
Place
Conclusion

From the Paper:

"Adidas is looking at the changing interests of the up and coming market who also have i-pods, video games, email, internet, youtube and other highly technological devises as a way of life rather than traditional television or print media. With this change in media delivery, there's also a change from it being one way to two-way communication, and with rapid advances in technology, they expect new and different things, and new and different footwear and sportswear is a way to reach that market."

Sample of Sources Used:

• Adidas, Reebok to Consolidate U.S. Distribution Centers, The Associated Press, April 5, 2007 Retrieved April 6, 2007 <http://www.iht.com/articles/ap/2007/04/05/business/NA-FIN-US-Adidas-Reebok.php>
• Annual Report 2006, Addidas Group. Adidas Website. Retrieved March 22, 2007.<http://www.adidas-group.com/en/investor/reports/default.asp>
• Kamenev, Marina. "Adidas' High Tech Footwear" Business Week November 3, 2006 Retrieved March 22, 2007 http://www.businessweek.com/innovate/content/nov2006/id20061103_196323.htm
• McCarthy, Michael, Adidas Puts Computer on New Footing, USA Today, March 3, 2005. USA Today Official Website Retrieved April 6, 2007, <http://www.usatoday.com/money/industries/2005-03-02-smart-usat_x.htm>
• Vertical Ascent Website, Retrieved March 22, 2007<http://www.vertical-ascent.com/marketing.htm<

More papers on Adidas Marketing Plan:

• Analytical Essay # 132617 : "Adidas Goes High-Tech Marketing Plan"
• Case Study # 103736 : "Case Analysis: Adidas-Reebok Merger"
• Marketing Plan # 58335 : "Nike"

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