Marketing Mix of Adidas 

Adidas is a renowned sportswear and apparel manufacturing German multinational brand. Adolf Dassler founded the sports apparel brand in 1924, and it changed its name to Adidas in 1949. Today, we’ll discuss the marketing mix of Adidas product mix; it will focus on the marketing strategy of Adidas and the 4Ps and 7Ps elements like the product mix of Adidas; price, place, promotion, people, process, and physical evidence.

The marketing mix of Adidas would focus on the Adidas product mix and marketing; 4Ps and 7Ps elements involved in the mix like; product mix; pricing strategy, place, promotional strategy, people strategy, process, and physical evidence. Here’s Adidas marketing mix analysis as follows;

Marketing Mix of Adidas 

Some of the main 4Ps and 7Ps elements of marketing mix of Adidas product mix and marketing strategy are as follows;

Adidas Product Mix

Some of the main elements involved in the product mix of Adidas are as follows;

I-Quality Sports Products

The goal of Adidas is to manufacture high-quality sportswear and apparel products for people of all ages like young, old, and athletes. The company manufactures sports goods in various categories like skateboarding, basketball, swimming, baseball, gymnastics, and running shoes. Unique innovative features, cool designs, and high quality of Adidas would help the company to stand out in the crowd of brands.

II-Diversified Portfolio

Adidas has developed a well-diversified product portfolio and offers a wide range of choices to customers in different categories. They’re like hoodies, sports bras, swimwear, jackets, tracksuits, shorts, sweatshirts, watches, goggles, sunglasses, bags, and various other accessories and goods.

III-Ultra Boost

Ultra Boost series are the ideal running shoes because they offer remarkable comfort while running and performing exercises in the toughest conditions and circumstances. The unique cushioning material amplifies your energy level and makes you perform exercises much longer than you think.  

IV-Samba

Adidas Samba is the type of shoes for soccer players and it attracted the attention of fans and they started wearing them casually like they’re playing games. It offers a unique gum outsole with the look of black leather; its design is so catchy that it has become the most popular shoe of all time.

V-Satan Smith

Satan Smith is the type of shoes for tennis players and they have these pair of shoes while playing sports. They have a very simple design but are attractive to the players because it doesn’t distract them while playing games. It is highly comfortable and functional to wear.

VI-Superstar

Superstar became highly popular soon after their launch in 1969. These shoes offer whatever a sports person is looking for while playing games ranging from durability and protection. However, they are also great to wear casually both for men and women.

Price Strategy of Adidas

I-Competitive & Skimming

Adidas implements both price skimming and competition for the sale of its products. The company applies the competitive pricing for its regular products by keeping in mind the pricing of the other competitive brands like Puma and Nike. However, the sportswear brand implements the price skimming strategy while introducing advanced and latest-cutting edge products than other competitors.

II-Premium Pricing

Adidas also implements a premium pricing strategy for some of its products to the status-conscious customers who are willing to pay more. For the premium pricing and expensive nature, the company offers them superior quality products to justify its pricing. The premium product of Adidas also symbolizes the status and upper class of customers.

III-Elite Brand

The premium pricing and expensive products of Adidas aren’t affordable to many common people in the developing. Rather they buy the cheap imitated product that has the logo of Adidas to satisfy their desire. However, it doesn’t impact their sale, they aren’t the company’s target audience, but it amplifies the company’s brand name and makes the company an elite brand.

Place of Adidas

I-Physical Stores

Adidas has established a very strong distribution. According to an estimate, Adidas has a network of more than 1,200 physical stores in over 160 countries across the world. The company has approximately 177 stores in the US market; 29 are in the state of California. Along with brand stores Adidas, various sports retail stores, and multi-brand outlets.

II-E-commerce Stores

Along with brick-and-mortar stores, Adidas has also established an e-commerce store and its products are also available in various other world’s leading online stores like Myntra, Flipkart, and Amazon. Customers also have the option to shop from the official store of the brand and order personalized products by choosing their designs and colors.

Promotional Strategy of Adidas

I-Advertisements

Adidas implements various types of marketing and advertisement campaigns for the promotion of its products and brand name. The sportswear brand employs media channels like digital media, online, print, and TV. Visually appealing attractive ads would immediately attract the attention of customers.

II-Sponsorships

Adidas also sponsors various mega sporting events and hires sports celebrities as brand ambassadors. The sponsorships increase the company’s reach to a great extent and help the company to connect with the customers and target audience at the personal level.

III-PR

In order to spread the positive brand image of the company, Adidas organizes various events and issues press releases stating the company’s perspective. The PR (public relations) activities help the company to maintain its position in the sportswear industry.

IV-Digital Marketing

In order to reach the digital audience, Adidas employs digital marketing tools like content marketing, SEM, SEO, and social media channels. Performing all of these activities and tools would help the company amplify and generate web traffic and spread brand awareness. Collectively, all of these activities have a great impact on increasing the sales and profitability of the company.

People Strategy of Adidas

The focus and emphasis of Adidas’s people strategy are to attract and recruit the best talented employees; develop their skills, and retain them in the company. Adidas strongly believes in the employees’ growth and development. In fact, the company spends a significant amount of resources on it. The sportswear brand has successfully implemented its people strategy to achieve its goals and objectives.  

Process of Adidas

The focus of Adidas processes is to achieve efficiency and effectiveness by streamlining its processes. The sportswear brand implements various types of tools and strategies to achieve efficiency like the following;

• BPM (business process management) to amplify evaluation, implementation, and design
• Six Sigma focuses on improving the quality of its processes and products
• Lean manufacturing focuses on achieving efficiency through waste reduction

Physical Evidence of Adidas

The marketing material, products, online stores, offices, and retail stores are the physical evidence of Adidas. The company has established a worldwide network of stores; they have eye-catching displays, open spaces, and bright lighting.

Conclusion: Marketing Mix of Adidas Product Mix 

After an in-depth study of the marketing mix of Adidas product mix; we have realized that Adidas is the world’s leading sportswear brand. If you are learning about the Adidas marketing mix analysis and marketing mix of Adidas product mix; then you should keep in mind the abovementioned 7Ps elements like product mix; price, place, promotion, people, process, and physical evidence.