MKG ADIDAS PREZ

Transcript

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