Hit

Product adoption

1. Awareness stage: Due to a private demand of having a new pair of sneakers, he started to find out the information about shoes stores such as Adidas, Nike, Puma,..
2. Interest stage: He began to be interested in products of Adidas, he was impressed by the fashionable styles of Adidas sneakers. He not only went online and accessed Adidas's website but he also read sport magazine, newspaper for getting more info about Adidas sneakers. He got lots of pictures of sneakers, concerning the sneakers' features,its durability,comfort, its uses and also the price. The one he would like to buy must be the nice one with acceptable price.
3. Evaluation stage: He went to the nearest Adidas store and asked for the one he had selected on the website before. He assessed its features last time.
4. Trial stage: He tried the one he had chosen,tested it for the first time.
5. Adoption stage: Finally, he decided to buy that pair of sneakers and till now he has been using it for 4 months. He's quite satisfied with his decision.

Promotional mix
Adidas is considered to be very focused on advertising image of products through medias and publicity. They had their own marketing campaign,using images of various well-known sport players. People are so familiar with some sports players' face such as some soccers' players like Cristiano Ronaldo, Beckham, Kaka',..Adidas are also a sponsor of many events or particular organizations,sport clubs. Besides that, Adidas is successively opening several new branches or stores all over many countries. They widen their sales market and customer type as well. Not only do they keep their attention to teens or young adults, but they also focused on other markets.

Doing marketing communication efforts to get customers' attention. It is very sensitive because customers' decisions are easily affected by their satisfing view of products. Adidas usually update the pictures of shoes for their customers. They just try to be a persuasive brand of shoes. Furthermore, Adidas staff are also very friendly and helpfull. Adidas is very keen on training their staff. When he( the guy who want to buy new shoes) was on the process of choosing and buying new sneakers, he was very influenced by nice and cool pics on Adidas's website. He also got some good feeaback from previous customers of Adidas.