Adidas Marketing Plan: Adidas Has Positioned Itself as a Leader

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Adidas Marketing Plan

Adidas is the number two sporting goods maker in the world, second to Nike. The company has long focused on being the footwear for sports and high performance. The company has three components: Adidas, Reebok, newly acquired in 2006, and TaylorMade, well known on the Pro Am Golf Tour. (Adidas Group Annual Report, 2008) This marketing plan will focus on the Adidas brand.
While research indicates there’s a belief that Adidas makes better footwear than Nike (Vertical Ascent Website), it has been unsuccessful in penetrating the young hip-hop crowd. With a generation that has grown up with i-pods, blogs and video games, Adidas is looking to appeal to his younger generation through technology that they have become used
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It is also rethinking its distribution practices after last year’s purchase of Reebok and will close Reebok sports apparel and sneaker distribution centers in Massachusetts, Tennessee and Kentucky, and move those operations to an expanded center in South Carolina. Spartanburg was chosen for the two brands ' consolidated distribution center in part because it 's close to the two brands ' product shipping locations and to many customers (The Associated Press, 2008)
Adidas 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, thus trying to obtain return and possibly lifetime customers, something that would be very profitable for the company.
The company can benchmark its success by measuring sales, web traffic to its innovative color based on-line advertisements that never mention the product, the number of downloaded pod casts and the number of visits to their Paris high-tech store.

Works Cited
Adidas, Reebok to Consolidate U.S. Distribution Centers, The Associated Press, Retrieved April 6, 2009
<http://www.iht.com/articles/ap/2007/04/05/business/NA-FIN-US-Adidas-Reebok.php>
Annual Report 2008,

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