Transcript Slide 1

School of Business Management
Principle of Marketing BM0019
Marketing Research Project
Topic: Adidas
Introduction
Marketing Research
– Adidas
Research Description
– Secondary data
– Primary data
Background & History
• Established in 18 August, 1949
– Manufacturing and Sales based Company
• Becomes a corporation in 1989
– adidas AG
– Marketing Company
• Acquired Salomon Group in 1997
– adidas-Salomon AG
Background & History
• Achievements
– Net sales of 6.267 billion euros
– Net income of 260 million euros
• Management Team info
– 15,700 employees worldwide
Background & History
• 115 subsidiaries worldwide
• 1 Operational Centre & 1 Technology Centre
– USA
– Germany
• Singapore
– 13 branches
– 1 Warehouse
– 1 Counter
Mission Statement
•Adidas are consumer focused.
•Adidas strive to bring innovation in
technology and design to their product.
•Adidas are a global organisation that is
socially and environmentally responsible for
their employees and shareholder.
Marketing Philosophies
• Product and Marketing concept.
• To deliver desired satisfaction better than competitors
in order to achieve organizational goals
• It focuses on providing athletes with the best possible
product
• Adidas focus on the wants of consumers by launching
the “Customisation Experience” project
Marketing Mix ( 4Ps )
Products
• The core benefit is to satisfy consumers’ needs or
want.
• caters for different needs and wants of consumer
• uphold its brand by constantly upgrading and
improving products’ innovative features and quality
to satisfy its customers.
• Today, Adidas has established itself as a strong brand
for sports apparels.
Marketing Mix (4Ps)
Price
– Adidas is a shopping product
– Able to penetrate the market as it is cheaper than
its competitors
– Uses market skimming
• e.g white T-mac 4 shoes is being charged at a higher
price than the other colour of the same version
Marketing Mix(4Ps)
Promotion
– Promotion objective
• Become the NO.1 sporting brand in the
world.
– Promotion Mix
• Advertising commonly through the mass
media.
• Through the use of the internet
• Point of Sale
• ‘Impossible is Nothing’ campaign
Marketing Mix (4Ps)
Place
– Distributing some of the
Adidas products to the
various sporting outlets
• e.g Royal Sporting House,
World of Sports,
Sportslink
– Adidas outlets
– Online purchasing
through the internet
How do you first get to know
the brand Adidas?
• Adidas attracts
consumers attention
through interesting
and creative
advertisements.
How do you first get to know the brand adidas?
internet
F riends
F amily
Mass Media
What type of Adidas products
do you usually buy?
• Adidas does not focus
enough advertisements
on its swimwear
products.
What type of Adidas products do you usually buy?
bags
clothing
accessories
footwear
What do you go for when
buying Adidas product?
• Design plays a big part
on the consumers
purchase decision.
what do you go for when buying adidas product
60
50
40
30
Frequency
20
10
0
design
price
Durability
features
trend
what do you go for when buying adidas products? please rate (most c
What do you go for when
buying Adidas product?
• People have their own
taste and preferences,
they do not follow the
trend blindly.
what do you go for when buying adidas produc
50
40
30
Frequency
20
10
0
design
price
Durability
features
trend
what do you go for when buying adidas products? please rate (least
Does Adidas advertisements
have any impact on you to buy
more of their product?
• Advertising acts as
a the adidas advertisements have any impact on you to buy
does
motivator for
consumers to buy
Adidas products.
no
yes
Adidas products are
affordable. Do you agree?
• Adidas price their
products that
consumers find it
affordable.
Adidas products are affordable. Do you Agre
60
50
40
30
Frequency
20
10
0
Strongly agree
neutral
agree
strongly disagree
disagree
Adidas products are affordable. Do you Agree?
Are you satisfied with
Adidas product?
• Adidas should continues
to make improvements
to ensure that all
consumers are satisfied
with their products.
Are you satisfied with adidas products?
100
80
60
Frequency
40
20
0
very satisfied
satisfied
Are you satisfied with adidas products?
not satisfied
What Do You Go For When
Buy Adidas Products?
• Only 8% of surveyors buy
Adidas product once month,
could be due the durability
of their product, hence not
having the need to purchase
as regularly.
• 61% would buy Adidas’
products once or twice a
year, as there is no need to
replace the product unless it
is spoilt. Again highlighting
Adidas’ durability. Cost
might also be a factor here.
how often do you purchase adidas products?
once a month
once a year
once every 3 months
once every half year
Do You Purchase Adidas Products
Using Its Online Services?
• 97% said that they do do you purchase adidas products using its online services
not purchase from
Adidas’ online service.
This is due to their
products are mostly
sportswear, and require
consumers to test them
physically, something
you cannot do online.
yes
no
Do You Agree That Celebrities Used
In Adidas’ Advertisement Helped
Them Gain More Customers?
• 68% of surveyors do you agree that celebrities used in Adidas's advertisement
agree that the use of
celebrities help Adidas
gain more buyers.
• ‘Impossible is Nothing’
Ad gather top athletes
round the globe to add
awareness.
strongly disagree
disagree
neutral
Strongly agree
agree
What Do You Dislike About
Adidas?
Our Surveyors Are Mostly Satisfied With
Adidas’ Products With a Minority of Them
Putting Design As Their Main Dislike of
Adidas’s Products.
If Adidas Has A New Product,
What Would You Want It To
Be?
Most of Them Answered That They
Want An Improvement of Adidas’
Current Products And An
Improvement To Their Design
Conclusion
• 86% of surveyors satisfied with adidas products
• Advertising makes impact on consumers to buy their
products
• High satisfaction of consumers causes higher increase in sales
of Adidas products
• Adidas products easily accessible and available to consumers
• Design is more priority to consumers rather than price
• On-line services needs improvement as shown from surveyors
Recommendations
• Come out with new products such as swimwear, beachwear, tabletennis, volleyball accessories and medication for body aches after
exercising
• More promotions and a slight decrease in price
• Improve in online services such as providing more information
• Make improvements on advertising
Advertisement by
Adidas-Salomon AG
The End
Q&A