Marketing analysis of Adidas

Adidas is a German sports goods manufacturer. With its founder Adolf Dassler named in 1920 in Nuremberg, began production of the footwear products. Registered in the name of Adidas on August 18, 1949. Adidas original by two brothers jointly operated, before going their separate ways after, Adolf's brother Rudolf Dassler opened sports brand puma.

(1) Adidas brand positioning:

Consumer positioning: consumers aged 18 to 65 years of age, professional characteristics for high school, college, and young white-collar and high-end consumer group.

Market positioning: the primary market as the main body, to the two or three market penetration, to the store as the main body, special office, counter for the auxiliary.

Product positioning: sports, fashion, leisure is the basic element of the Adidas brand products, but also the fundamental characteristics of Adidas brand products.

Price positioning: middle and high-grade consumption, belong to the international with the industry intermediate, high-grade price system.

(2) Product packaging

Adidas believe that packaging material should be chosen to reflect the quality of apparel products, color design should reflect the brand style of the clothing and personality and text graphic design should facilitate the memory of consumers, should pay attention to the clothing brand information communication and printing process, structure and shape of clothing product positioning and brand image display, and enterprise should pay attention to the marketing function of packaging, through the packaging improve movement installed products market position and the market value of the brand.

(3) The quality of product function scheme

Adidas is advanced garment products: the main target consumer group is a senior or senior consumer behavior and consumption capacity of business people, high income, high taste. Therefore, the product has a high or high price, high-grade texture, style, workmanship, quality, high-grade PIN sale place, to reflect the success, noble, mature.

4. Pricing: different markets, different pricing

Adidas's currently divided into three brands; one is the ordinary Adidas sports products series; one is the characteristics of retro cover series; one is the flagship casual Style series.

The three series for different markets and customers, the product pricing, has changed. The main face of Adidas series of favorite sports. This part of the people are mainly young people, although for movement product purchase intention the most intense, but will not pay high prices, so this part of the series the product coverage of maximum (covering almost all sports), but the price is relatively low. The causal style part which is my favorite can be a bit pricey, but it really mixed a lot of fashion design into the series.