MKG ADIDAS PREZ

0fc995b8fe30c40e2e82a8e8356902b2?s=47 anthony
November 25, 2014

MKG ADIDAS PREZ

0fc995b8fe30c40e2e82a8e8356902b2?s=128

anthony

November 25, 2014
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Transcript

  1. None
  2. Marketing Case Adidas

  3. Marketing Case Adidas Women are the future of sport

  4. Strategy STP

  5. Strategy STP Target Focus on the « Athletic Style »

    that matches style and performance Second focus on « Pure Function » for the innovation
  6. Strategy STP Segmentation In function of the way of life

    Dominant in « Contemporary classic » with 30% Goal to compete Target Focus on the « Athletic Style » that matches style and performance Second focus on « Pure Function » for the innovation
  7. Strategy STP Segmentation In function of the way of life

    Dominant in « Contemporary classic » with 30% Goal to compete Objective Becoming the the favorite sport brand for women Reinforce and develop a better female image Target Focus on the « Athletic Style » that matches style and performance Second focus on « Pure Function » for the innovation
  8. Strategy STP Segmentation In function of the way of life

    Dominant in « Contemporary classic » with 30% Goal to compete Objective Becoming the the favorite sport brand for women Reinforce and develop a better female image Target Focus on the « Athletic Style » that matches style and performance Second focus on « Pure Function » for the innovation Positionning Number 2 in the world for sporting goods Brand identity: « The Three Strips » Sponsor of sport events (Olympic Games) 90’s: Authentic sport brand
  9. Marketing Mix

  10. Product Policy

  11. Product Policy Objective Seduce the women Make her buy

  12. Product Policy Objective Seduce the women Make her buy Most

    relevant style : athletic style Most profitable sector Closest style from brand’s Value
  13. Product Policy

  14. Actions Constantly innovate in product’s design and performance Reasons Will

    of identification of the consumer into the brand’s values Product Policy
  15. Actions Constantly innovate in product’s design and performance Original, unusual

    and immediatly- linkedin-to- Adidas product always fit to fashion trends Reasons Will of identification of the consumer into the brand’s values Product Policy
  16. Price Policy

  17. Price Policy Objective Seducing the customer

  18. Price Policy Objective Seducing the customer Indicator of the quality

  19. Price Policy Objective Seducing the customer Indicator of the quality

    Distributor brand’s threat
  20. Price Policy

  21. Price Policy Actions Reasons Higher prices’ advantage Image of the

    brand
  22. Price Policy Actions Reasons Higher prices’ advantage Image of the

    brand Promotion Time Promotion Time
  23. Price Policy Actions Reasons Higher prices’ advantage Image of the

    brand Promotion Time High quality to justify the prices Promotion Time Promotional politics on the old products
  24. Communication Policy

  25. Communication Policy Objective Connect with female sport games

  26. Communication Policy Objective Connect with female sport games Cooperate with

    female organizations and activities
  27. Communication Policy Objective Connect with female sport games Actions Sponsor

    sporting events Cooperate with female organizations and activities
  28. Communication Policy Objective Connect with female sport games Actions Sponsor

    sporting events Cooperate with female organizations and activities Hold relevant lectures among female population
  29. Communication Policy Objective Connect with female sport games Actions Sponsor

    sporting events Reasons Promote functional aspect Cooperate with female organizations and activities Hold relevant lectures among female population
  30. Distribution Policy

  31. Distribution Policy Objective Offer a singular experience in both places

    with innovation and merchandising
  32. Distribution Policy Objective Offer a singular experience in both places

    with innovation and merchandising
  33. Distribution Policy Objective Offer a singular experience in both places

    with innovation and merchandising
  34. Distribution Policy

  35. Distribution Policy Actions Create stores specific for women Reinforce its

    distribution through specialized shops Improve the e-shopping experience
  36. Distribution Policy Actions Create stores specific for women Reinforce its

    distribution through specialized shops Reasons Show brand’s emphasis on female filed Improve the e-shopping experience Make purchase simple, customized, everywhere
  37. Thanks everybody