Current Marketing Trends of Adidas Essay

digestAdidas is among the celebrated producer, dealer and the retailer of highest fiber sports merchandises. Adidas is a blemish which is not only famous roughly the humanity because of its fashionable and stylish sports harvest-feasts nevertheless as well for several soccer teams, players and tournaments. In the past, the bon ton uses only conventional ways of ad and was progress torful. Nowa mean solar days, the changing environs of advance technologies forces the organization to change their merchandiseing strategies. The use of active devices and digital media foodstuff placeing trends are the bettor opportunity for the Adidas to enlarge their securities industry share by capturing their tar view mart easily and to produce more effective marting strategies. Internet is besides a not bad(p) option for Adidas to promote its products worldwide. This is not only natural-fangledistic way of ad just now also terms effective.Introduction and merchandise TrendsAdidas is among the renowned producer, dealer and the retailer of highest quality sports products. Adidas is a snitch which is not only famous around the world because of its fashionable and stylish sports products plainly also for several soccer teams, players and tournaments. In the past, the company uses only traditional ways of advertising and was successful. Nowadays, the changing environment of advance technologies forces the organization to cleanse their marketing strategies. Mobile technologies are becoming very common among the peck around the world.Innovative technologies and the Digital media are presenting improved means for Adidas to get easy gravel to their range market. In order to compete in technological and more competitive environment in which Adidas has to face exact aspiration from its rivals akin Nike, the company must move from traditional sources to mobile and digital media marketing in order to meet the demand of nodes and to fight up with future consumption trends. The marketing trends are changing day by day. The use of mobile devices and digital media marketing trends are the mend opportunity for the Adidas to enlarge their market share by capturing their sign market easily and to produce more effective marketing strategies.SWOT digestStrengthsGlobal incidence in more than 200 countriesExtensive product lineFocused on technological development and mental process progressionSponsorship to numerous worldwide supports events like streetb altogether, soccer, football and tennis etc bulletproof smear image and reputation in products related to sports performanceLarge market share in US and European sports marketsWeaknessesLack of promotion and advertising schemes as compared to its major competitors like NikeLack of proper customer run in some areasLimited budget for promotional and enunciatement schemes ineffective to responds quickly to changing fashion environmentOpportunitiesAble to extend its internationa list market done ecommerce and retail outletsMarket share give notice be improved through efficient advertisement schemesUsage of advance technology can help Adidas to reach consumers effectively and more quickly probability to advertise and enter new products in Europe before carry in US marketThreatsNumbers of competitors are increasing foreverCompetitors are trying to dominate market share of AdidasHigh hazard is associated if company shifts from traditional marketing strategies to the digital marketing suitsWorldwide monetary crisisBranding, Brand Identity, USP, Target Market and Customer Expectations Brands are created to give a compound message rapidly to its intended customers. Brands have the ability to convey the message emotionally and have the capability to get customers attention. According to the American trade Association Brand is a term, symbol, swan and the special characteristics of a product which differentiate the products and services of one rearr fr om the products and services of another supplier. According to the Kotler (2003) Brand is a sign, name, symbol, term, figure or the mixture of all these and is aimed to recognize the products and services of one supplier or the group of suppliers with the products and services of another supplier of the group of suppliers.Adidas is maintaining its shuffle on three grounds which are target market, sports products and its retail stores. The company everlastingly struggle hard to maintain perfection in its products, secernate quality and the achievement of large market share. In order to provide memorable experience of sports products Adidas hired trained employers to deliver the unforgettable customer experience. Adidas believes that unmatched and advanced design of its sports products, improved environment of its retail outlets and intensify customer service retentive helps the company to make water positive grime image (Kotler and Arm well, 2004).Brand Identity mess are wo ndered that how Adidas administer their trading operations to ease up powerful daub identity. The major grounds of this success is the speciality and the simplicity of Adidas which makes it among the most renowned reproach logos around the world. Adidas achieved this success by continuously describe its logo with the help of its numerous sponsorships, ad campaigns celebrity endorsements and different sports events. It is very important for any business to establish strong brand identity because it maintain and enhance ROI (Return on Investment). Strong brand identity leads the organization towards better business opportunities and by maintaining and enhancing strong brand identity Adidas is competent to endeavor into sports equipment and sports apparel.Adidas annex its target market with the help of co-branding its brand identity by some other renowned brand names at the time of entering in a business insure with Stella McCartney in order to design and produce sports wearin g apparel for women named by Adidas by Stella McCartney. Unique elements of brand help the business to gain enhanced brand perception and the stable depiction of strong brand identity helps the Adidas to become among the most desirable brands of the world that has been grown from a shoes business into a main sports brand business around the world ((Kotler and Armstrong, 2004).Unique Selling PointEvery business wants to accredit itself from its competitors service of processable in the target market. USP (Unique Selling Point/Proposition) is the real sociable occasion thats helps your business to distinguish itself from its competitors and is the thing which is considered as unique and different. Adidas through Impossible is Nothing helping its target market to easily achieve their sports goals. Adidas presence in more than 200 countries with its retail outlets provides easy access to sports products. In all 200 countries these retail outlets are located dear(p) to its target ma rket. Customers can easily go to store and can debauch the product of their choice easily.Target Market and Customer ExpectationsAdidas preferred target market is males and females of ages between 12 to 24 years old. Although it has customers from all the ages as its easy and comfortable footwears are care and used among the people belonging to all ages. Its customers are fashionable. The consumers of Adidas products expect from the brand to be affordable and hold superior quality. People desire to debase a brand which is generally sporty, cool, satisfactory and urban. Customers desire for numerous options of interaction and customization. Colors and unique styles are vital elements of Adidas brand image which split of customers are searching for and the customers wants long term and positive relation with the brand.Marketing MixProductAdidas introduced a wide range of technologically modern and highest quality sports products especially footwear to its customers. The major rea son behind this is to take on sports teams and the champion athletes who trust only on Adidas and considers that it helps them to achieve superior performance while playing. The major benefits of sports products are that it satisfies customers needs and demands. In order to survive successfully in the competitive market Adidas always try to accommodate customers wants and needs at precedency basis. As a result, for sports apparels this brand has ascertained itself as most leadership provider. The company is struggling hard to maintain its brand image and brand loyalty through constant improvement and up gradation of unique features of its products (Czinkota et. al., 1997).PriceAdidas always try to maintain its unique style of introducing and delivering innovative, highest quality and stylish sports products by charging better(p) and economic pricing to its customers. In start, Adidas earns its brand view of being expensive by offering high prices for its sports products just no w Adidas is holding affordable and inexpensive price strategies for its sports products. Through its cost effective pricing strategies, Adidas is becoming cheaper and more demanded as compared to its competitors. This helps the company to gain more market share. For some products Adidas utilize the market skimming dodge for example for T-mac shoes Adidas charge high price for white twist than other colors of similar product version (Kotler, 2003). PlaceThe ascendant of an enjoyable shopping is if the product is available at the right place. In the beginning, Adidas focused its concentration to a single country only but now it has its incidence in more than 200 countries around the world. In these countries Adidas is distributing its sports product in its retail outlets. The environment of these retail stores is inspiring, interactive and dewy-eyed to shop. This is the uniqueness of Adidas that all of its retail outlets are located at best places and are easily accessibly for its target market. Adidas also provides online shopping facility for its customers. People have the facility to visit Adidas website and place the orders of their choice product from all over the world (Kotler and Armstrong, 2004). PromotionAdidas focus on many promotional strategies in an effort to imprison its desired target market. The basic reason behind the promotional and advertisement strategies is to enhance their business image as well as to become the number one brand of the sports world. Commonly, Adidas advertise its products with the help of mass media. Point of sale and Impossible is Nothing campaign is renowned promotional strategy of Adidas. The business is now increasingly apply internet as a major tool of advertisement. Internet, mobile and digital media marketing helps the Adidas to gain a move from traditional promotional strategies to new and successful promotional strategies (Thomson et al., 2006).Ethical Policies and the Corporate Social ResponsibilityIn todays c ompetitive environment if the business wants to be socially successful and acceptable they need to do some ethical and social acts which must be beneficial for the society. Adidas is among those companies who are the supporters of many charity events and foundations around the world. Adidas foundations are deeply involved in events related to sports. For example Turns a new leaf is an Adidas project and the amount earned though this project was given to those poor people of different countries who are unable to grease ones palms a shoe.This was very triumphant marketing of Adidas brand around the world and it provides the customers with additional benefit as they get new shoes at the same time they donate to poor people. In terms of environment Cotton from Sustainable Sources is one more ethical and moral policy. so these kinds of acts by Adidas are not only making it socially acceptable and favorite but also helping the Adidas to get more market share because these policies not o nly helping the society but also a great tool of marketing for Adidas around the world (businessethics, personal line of credit Ethics, Online).Conclusion and RecommendationsAdidas is a business that is providing its target market with sports related products at competitive and original price. No doubt Adidas is facing strict competition as there are also some sports companies offering innovative sports products. Hence the Adidas has the ability to extend its market share and to become the predominate company of the sports world by creating new support programs with sports teams and professional athletes worldwide. Adidas should avail opportunities for effective advertisement of its product to hold more market share. Adidas can take advantages of mobile and digital media marketing for the promotion and advertisement of its sports product and it will help Adidas to gain increased hold on its target market. In order to compete with its competitors i.e. Nike, Adidas should introduce new line of products like footwear and basket ball apparel.As the Adidas is renowned for its soccer products and has the great chance to raise attentiveness among its customers about the basketball products to occupy the major share of sports market. It would be very useful for Adidas to sign an athlete to increase its market value and to gain market share in the market segment of basketball. As the current marketing trends are going apart from traditional marketing strategies so it would beneficial for Adidas to adopt modern strategies of advertisement like mobile and digital media marketing. Internet is also a great option for Adidas to promote its products worldwide. This is not only modern way of advertising but also cost effective.ReferencesCzinkota, M., Kotabe, M., & Mercer, D. (1997). Marketing Management Text and Cases. mummy Blackwell Business Gob, M. (2001). aflame branding the new paradigm for connecting brands to people. new-fangled York Allworth Press. Kotler, P. (2 003). Marketing management. 11. edn. Upper Saddle River, N. J. Prentice Hall. Kotler, P., & Armstrong, G. (2004). Principles of Marketing (10th ed.). New island of Jersey Prentice Hall. Sheth, J.N., Gardner, D.M. and Garrett, D.E. (1988) Marketing Theory Evolution and Evaluation. New York John Wiley. Thompson, C., Rindfleisch, A. & Arsel, Z. (2006). Emotional Branding and the Strategic Value of the Doppelgnger Brand Image. Journal of Marketing, 70(1), pp. 50-64.http//www.businessethics.ca/definitions/business-ethics.html