Marketing: Marketing And Marketing Strategy Of Adidas

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Marketing Mix Strategies
With its mission ‘to be the best sports company in the world’, Adidas Group is committed to constantly strengthen its brands and merchandise to enhance its competitive position. Adidas’ marketing mix analyses the brand and company that cover 4Ps (Product, Price, Place, Promotion) and explains the Adidas marketing strategy.

Product:
Adidas’s product mix strategy covers its entire product line across many types and sports. The main product is footwear in many styles and designs. Apparel’s and accessories is the secondary product. Its product range also includes sport utilities, lotions, aftershave, perfumes and deodorants.
The Adidas group has four main subsidiaries. Adidas, one of the famous sportswear and product
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Adidas has always endorsed and promoted itself through media and commercial campaigns on TV, print, online, billboards etc.

In one of its most memorable marketing campaigns, with David Beckham, Muhammad and Laila Ali, they were shown facing their own fears and at the end they successfully overcame this. The slogan of Adidas “Impossible is nothing” is in itself a very powerful statement for the brand and was also released. (Hitesh Bhasin, 2017) It was the biggest campaign of all times. Adidas also sponsors leading players and some of the top teams in different sports segments. Adidas is also featured in various game advertisements like Sony play station, etc.

The outdoor campaigns, sales promotions and trade promotions, are also regularly offered by Adidas to their channel partners to promote the sales of the brand. All these techniques make sure that the legendary Adidas brand remains in everyone’s mind, the brand awareness is increased and the targeted customers can be retained and attracted easily. Hence, this summarizes the Adidas marketing mix.

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