Pro plus brand and marketing

Three levels of the Adidas shoes.

Core product: a level of product that provides the perceived or real core benefit or service.

Adidas designs and offers to the customer over 600 different models of sport shoes and about 1,500 samples of clothing, uniforms, athletics sports. In fact, sports shoes is still the first priority.

Actual product: a composite of the features and capabilities offered in a product, quality and durability, design and product styling, packaging and brand name.

All products of Adidas are well-known worldwidely. Customer trust the quality and durability of any Adidas shoes or other accessories. For instance, there are lots of athletes or sport players consider Adidas as the first choice whenever they want to buy new shoes or equipments. In addition, the distribution and sale of Adidas is classified into 5 Regions across the World: Europe, Africa, North America, Asia / Pacific and Latin America. Today, Adidas is the largest provider of European shoes, socks and sports clothing.

Augmented product: support aspects of a product including customer service, warranty, delivery and credit, personnel, installation and after-sales support.

Recently, there are more than 3,000 employees working in two centers of Adidas, at HQ in Herzogenaurach (Germany) and in Portland, Oregon (USA). Adidas-Salomon AG has about 13,000 employees worldwide. A team of designers and developers and product experts on the technology and materials to conduct research in Portland and at the second technology center of Adidas in Scheinfeld near Nuremberg.
Not only is the name Adidas well-known but Adidas logo with 3 scratch parallel simple has also become the symbol of a famous sports brand with the highest level. The Adidas products are now sold in 160 countries in the world.

Product line: the main product of Adidas is shoes. Adidas offers various kinds of shoes depending on different sports such as basketball shoes, soccer shoes, tennis shoes, cycling shoes..or for daily activities like outdoor shoes.
Many teens and young adults around the world highly appreciate Adidas shoes and they really love the designs of Adidas.
Product mix: besides the primary products which are shoes, Adidas also offer the customers shocks, hats, balls, watches, glasses and other accessories.

Adidas products are now at the growth stage because they achieve the worldwide reputation, they have high sales and gain lots of profits,

Adidas have been building the good image and done well brading activities. Their brand name is now well-known over the world from Asia to Europe, America..Not only do they focus on shoes, but they also produce other sport accessories. They use some famous sports players’ image to advertise for their product and widening their brand name. Adidas now open franchises around the world and trying to obtain the biggesr share in their business market. Products of Adidas are suitable for any classes of society.

Koobinaldo..Kop

Targeting strategy

The product:
Outdoor shoes: Adidas Superstar 1 Geo
He belongs to the young man customers who want shoes for going out with friends, walking to school, to work..The product’s attributes are good looking, fashionable, comfortable, highly endurable. His product belongs to the outdoor shoes.






Segmentation Variables
Consumer Markets
Demographics
Age group: young adults
Gender: Male
Education level: Bachelor, well-educated
Income: < €1000
Occupation: Student
Social class: working class.
Marital status: single
Geographics
Location: Helsinki
International student
Climate: 4 seasons..

Adidas also have shoes for children..they divide their products into 2 biggest segments..one for women, the other for men..
In each segment..it means that with shoes for men, they have many kinds of shoes based on the purpose of the customers.
Basketball shoes, running shoes, cycling shoes, tennis shoes, outlet shoes..
Furthermore, Adidas also has jackets and vests, shirts, shorts, shocks, glasses, watch…

Adidas applies the Differentitated Strategy.
Differentiated Strategy is a strategy which a business directs its marketing efforts towards two or more market segments by developing a marketing mix for each.
The primary customers of Adidas are athletes and young teens, adults. However, they also offer products for children, old adults, coaches..Their products are vast and sufficient for any types of customers.

Being a customer

Sunil bought adidas superstar sneakers.

Psychological influences:
He know many famous brands of sneaker like Adidas, Nike, Puma, Converse, Ecko, Diesel…etc. There are so many alternatives it means that there are varieties of products such as basketball shoes, running shoes, soccer shoes, cycling shoes, tennis shoes, wrestling shoes, outdoor shoes..At first, he has some difficulties of choosing the right one for him..Models of Nike, Adidas or Puma are very very fashionable. He asks his friends for getting some advice and surf the main website of each brand name. Information about the shoes is obviously sufficient.
Setting some priorities for choosing the fit one..his purpose is to choose the outdoor sneakers. Having an overview of the sneakers’ images and theirs attributes. He is an active guy, and also open minded,fashionable. He want to have well-designed sneakers, high endurability and acceptable price.

Social influences:
He is the youngest son in his family, there are 2 brothers and 1 sister living with him. He has been studying in Finland for 2 years.

Personal influences:
Demographic factors:
20 years old now
Born in Nepal-still at Bachelor Stage
Main job: studying in SLK; Part-time job:cleaning job at Tapiola.
Situational factors:
He is in good financial condition, well-informed about various shoes brands and shoes style as well.
Level of involvement:
He is very attracted by Adidas shoes'designs. However, the difficulty grew up that it was hard for him to buy the fittest one. Spending more than over 2 weeks on searching and selecting the product.

Process of buying decision
1. Problem recognition
His recent sneakers were so old and he wanted to have a new one. Furthermore, summer was coming nearly and some summer vacation plans had been planned. He was now on start to search for a right couple of sneakers.
2. Information search
Product needed: Outdoor sneakers/shoes..
Brainstorming about the need of product,the criterias to choose the shoes as well.
Catch up some images of shoes from different shoes brands like Adidas, Nike, Puma,..Superstar 1 Energy, AdiZero Boston, Porsche Design S2 Grid, AdiNova In, Predator Absolion, Nike Air Jordan 09, Nike Zoom Kobe, Nike Cortez iD, Nike Air Force, LeBron Zoom Soldier,…
Searching by using internet, through advertisment on newspapers, magazines.
3. Evaluation of alternatives
Comparing the prices among a variety of sneakers/shoes.
Receiving lots of advice from friends.
Decided to choose Adidas store to buy a product..searching for the new arrivals first because he wanted to be the pioneer...
Finally, he picked one model for him..Adidas Superstar 1 Geo.
4. Purchase
He rigorously kept his eyes on the selected sneakers.
And then, evaluated its comfort and design..
5. Post-purchase evaluation
He was the first-time customer of that Adidas sneakers store.
Satisfactory with the quality of the sneakers after 1 month using.That shoes was up to date, acceptable price, well-desgined, high endurability, comfort and very easy to fit with his clothes.
Became a repetitive customer of Adidas store.

Men’s Superstar 1 Geo.

Company and marketing environment

Adidas

During many years, the two largest groups of sports clothing and accessories worldwidely Nike and Adidas have competed together severely to achieve the No.1 provider. Nike still remains the No. 1 world, however, since Herbert Hainer became a Chairman of Adidas Inc, a change seems only a matter of time.

Adidas was founded by Adof Dassler since 1920 but the name and the global brand Adidas just have appeared from 1948. Adidas Group produces and supplies almost all products related to sport with many factories located in many different countries.

Annually, Adidas designs and launches to the customer over 600 different models of sport shoes and about 1,500 samples of clothing, uniforms, athletics sports. In fact, sports shoes is still the first priority. In 2004, Adidas reached the production and consumption peak at 110 million pairs sport shoes of all kinds.

Not only is the name Adidas well-known but Adidas logo with 3 scratch parallel simple has also become the symbol of a famous sports brand with the highest level. The Adidas products are now sold in 160 countries in the world.

Competitive structure of Adidas is clealy seen as monopolistic competition..Adidas ambition is to be the world largest sport shoes and equipment all over the world. And now its biggest competitor is Nike.

About the competition role of Adidas:

• The market leader:
• .The innovative leader of marketing
• .Have highly valued brands, good image.
• .Not be obsolete.

Competitive advantages:

Wide range of products..well-designed models..good quality. Using multi segmentation strategy..from children to adults are not so hard to choose the fit one for them.

Macro marketing environment:

Brand name Adidas used to be a No. 1 world sport brand more than two decades. But in the 80^th decade , it was for Nike. Since then the competition in the market between Adidas and Nike is like the war of two love rivals…very severe.
Both seek to bring new technology, improve quality to increase the price, Herbert Hainer has simultaneously sought to reduce cost. Government, business management distribution was reformed by Herbert Hainer to be more effective. He also strongly implemented reformation with the slogan: better, faster and easier.

Production systems and storage with high costs in Europe have been significantly streamlined to reduce costs. Many new partners has been found, many production facilities in Asia and Latin America have been established or expanded in size. Even number of members of the group's leaders are also restructured.
In 2002, the first year under the management of President Herbert Hainer, Adidas achieved the best business results in the history of corporations. Sales increased to 6.5 billion Euro. Profit increased 10% compared with the highly considered results of the previous year.

Adidas plans to transfer a part of the factory sport shoes from China to countries with lower skills, including Cambodia, Laos and Vietnam. According to the Manager Board of Adidas, 50% sport shoes of its brand are manufactured in China. Adidas have also opened thousands of shops sport shoes in this country. However, increased cost to the employees to nearly 20% in first six months in 2008 in cities in China, Adidas must think of the direction of moving their factories to countries with cheaper labor cost than .
Recently, Adidas has inaugurated factory production of the first sport in India. And production strategy led to this, Cambodia, Laos and Vietnam is becoming the first choice for investment workshops instead of the Adidas factory in China.
In addition, there is a probability of establishing the production line of Adidas products in the former Soviet Union and Eastern Europe.

Recently, there are more than 3,000 employees working in two centers of Adidas, at HQ in Herzogenaurach (Germany) and in Portland, Oregon (USA). Adidas-Salomon AG has about 13,000 employees worldwide. A team of designers and developers and product experts on the technology and materials to conduct research in Portland and at the second technology center of Adidas in Scheinfeld near Nuremberg.

Micro marketing environment:

Each season Adidas turn out the market about 600 types of sports shoes and other goods brought in 1500 embroidery decorating different Adidas. In 1999 Adidas sold over 80 million pair of shoes and more than 150 million shoes clothing hat and tool around the world. Products such as shoes sport socks, uniforms, equipment and all kinds of bags such as soccer and now is sold on 160 countries. About 100 branch companies, joint venture and license points ensure represents Adidas products worldwide. The distribution and sale of Adidas is classified into 5 Regions across the World: Europe, Africa, North America, Asia / Pacific and Latin America. Today, Adidas is the largest provider of European shoes, socks and sports clothing.

1.Try to create the unique products of shape and quality.

Adidas focused on building a laboratory of technique and new materials in order to constantly improve, enhance the quality of product and create attractive designs as well. Manufactures have successfully implemented some significant breakthrough by using shark-skins for the interior part of shoes and kangaroo-skins for the exterior part. They always put new improvements in the production to bring the convenience to all athletes

2. Of consumption, manufacturers have combined smartly product consumption and advocacy advertising.

Adidas has paid great attention to the sporting events internationally. At the Sport International in Montréal (Canada), they have announced a news very attractive: 82.8% of the athletes won medals used clothing and sports equipment manufactured by Adidas. And after that, sales of Adidas have reached one billion U.S. dollars.

Adidas has spent 80% of the total advertising costs for the type of live ads, ads by athletes performances, and only 20% for media advertising..on television, radio.

To maintain the position achieved on the international market, Adidas has a variety of products, not only produce sport shoes, but also produce clothes, all football, soccer and tennis rackets and various kinds of bags for the athletes.

Koobinaldo..Kop.

View of marketing

"Marketing consists of individuals and organizational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation,distribution, promotion and pricing of goods,services and ideas" Dibb, Simkin, Pride and Ferrell.

You may have heard the old adage, "If you build a better mousetrap, the marketwill beat a path to your door." But the truth is that the best products don't always win in the marketplace. For example, in the personal computer world Apple's® operating system is widely regarded as easier to use and more stable than that of the market leader, Microsoft®.

Strategies in marketing have changed enormously since Jay Conrad Levinson introduced the guerrilla concept over 20 years ago. Tactics that were considered radical then are almost main stream now. With so many messages bombarding the consumer in the marketplace today, it is now more difficult than ever to get your product noticed, so marketers have learned to be creative.

Companies without a marketing mindset are at a disadvantage in today's business world. Those who are still centered around their products, rather than their customers, are doomed to fail.

Imagine life without any marketing activities..put so many servere impact on people life. Economy would go downward, no competition between producers, customer would lack of useful information about the products…many many bad influence on our lives. However, it can not happen due to the reward of profit or the charm of money people could get after selling their products..no one is satisfied with their own recent status and success. Naturally, it is very simple to comprehend..if you do any business and then get 5 $, after that you instinctly try to earn 10 $,20 $..it means that your product is obviously dominant and highly be bought by the customers with significant rate..so how can we do that..we have to achieve customers’ attention..and that is the role of marketing. Through successful marketing activities, not only can we widen your products popularity, but we also receive revenues and get the advantageous competitive position.

Koobinaldo..

Marketing Plan

The marketing plan is very important to the success of your business. Whenever I start to do something, I must have made a plan before that. Similarly, firms that are successful in marketing invariably start with a marketing plan. With large companies, it will be hundreds of pages for each plan while smaller-size companies can get by with a half-dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.

The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on I suggest creating a section of your plan that addresses the medium-term future--two to four years down the road. But the bulk of your plan should focus on the coming year.

Making marketing plan like branstorming and imaging about the future prospect of your companies's results after a period of time. Developing the plan is the "heavy lifting" of marketing. While executing the plan has its challenges, deciding what to do and how to do it is marketing's greatest challenge.

Firms typically keep their marketing plans privately. Either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and packed with information which would make them extremely valuable to the competition.
One plan can't be satisfactorily finished without getting other people invovled. Wisely, trying to get feedback from all parts of your company: finance, manufacturing, personnel, supply and so on--in addition to marketing itself. This is especially important because it will take all aspects of our company to make your marketing plan work. Our key people can provide realistic input on what's achievable and how our goals can be reached, and they can share any insights they have on any potential, as-yet-unrealized marketing opportunities, adding another dimension to our plan.

How about the benefits of making marketing plan?
In fact, it will provides you with several advantages or benefits.

Rallying point: Your marketing plan gives your troops something to rally behind. You want them to feel confident that the captain of the vessel has the charts in order, knows how to run the ship, and has a port of destination in mind. Do it with some fanfare and generate some excitement for the adventures to come. Our workers will appreciate being involved.

Chart to success: You all know that plans are imperfect things it means that it will contain lot sof mistakes or wrong orientation of marketing activities. It is obviously impossible to know what's going to happen 12 months or five years from now. However, if you don't plan, you are doomed, and an inaccurate plan is far better than no plan at all. To stay with your sea captain analogy, it's better to be 5 or even 10 degrees off your destination port than to have no destination in mind at all. The point of sailing, after all, is to get somewhere, and without a marketing plan, you'll wander the seas aimlessly, sometimes finding dry land but more often than not floundering in a vast ocean.

Company operational instructions: Your marketing plan is a step-by-step guide for your company's success. It's more important than a vision statement. To put together a genuine marketing plan, you have to assess your company from top to bottom and make sure all the pieces are working together in the best way.

Captured thinking: Don't allow your financial people to keep their numbers in their heads. Financial reports are the lifeblood of the numbers side of any business, no matter what size. It should be no difference with marketing. Your written document lays out your game plan. If people leave, if new people arrive, if memories falter, if events bring pressure to alter the givens, the information in the written marketing plan stays intactly to remind you of what you would agreed on.

That is about the marketing plan,one of the most essential factors of doing marketing.

10 Best Funny Marketing Screw Ups

10 Best Funny Marketing Screw Ups

1. Coors put its slogan, “Turn it loose,” into Spanish, where it was

read as “Suffer from diarrhea.”

2. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing sucks like an Electrolux.”

3. Clairol introduced the “Mist Stick”, a curling iron, into German
only to find out that “mist” is slang for manure. Not too many people had use for the “shit stick.”

4. When Gerber started selling baby food in Africa, they used the same
packaging as in the U.S., with the beautiful Caucasian baby on the
label. Later they learned that in Africa, companies routinely put pictures on the label of what’s inside, since most people can’t read.

5. Colgate introduced a toothpaste in France called “Cue”, the name of a notorious porno magazine.

6. An American T-shirt maker in Miami printed shirts for the Spanish
market which promoted the Pope’s visit. Instead of “I saw the Pope” (el Papa), the shirts read “I saw the potato” (la papa).

7. Pepsi’s “Come alive with the Pepsi Generation” translated into
“Pepsi brings your ancestors back from the grave”, in Chinese.

8. Frank Perdue’s chicken slogan, “it takes a strong man to make a
tender chicken” was translated into Spanish as “it takes an aroused man to make a chicken affectionate.”

9. The Coca-Cola name in China was first read as “Ke-kou-ke-la”,
meaning “Bite the wax tadpole” or “female horse stuffed with wax”, depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent “ko-kou-ko-le”, translating into “happiness in the mouth.”

10. When Parker Pen marketed a ball-point pen in Mexico, its ads were
supposed to have read, “it won’t leak in your pocket and embarrass
you”. Instead, the company thought that the word “embarazar” (to impregnate) meant to embarrass, so the ad read: “It won’t leak in your pocket and make you pregnant.”

by Editor in Fun Stuff

Money-maker

What is the business?..How about marketing..