10 step marketing plan for adidas gerry cabarle

10-Step Marketing Plan for
ADIDAS

Gerry Cabarle
November 2012

http://www.slideshare.net/g_cabarle/ 1

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing class.

http://www.slideshare.net/g_cabarle/

Steps 1 to 5
Summary headline PTM and
market

1. Athletic footwear market (PTM)
2. Product offerings – PTM’s
Needs, Wants and Demand
(NWD)
3. Majority player in the market
4. Competitive advantage
5. Market share

Steps 6 to 10
Summary headline of the
marketing mix & strategy

6. Product Analysis
7. Strategic Business Plan
8. Development Process
9. Place
10. Winning Strategy of Adidas


1. Primary Target Market
(PTM)

 Demographics - Age range: 15-35 years
old, male and female, athletes.
 Lifestyle – Athletic, Upper, middle and
lower class level.
 Behavior – Sports minded person.


2. My PTM’s
Needs, Wants, and Demand
(NWD)

Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product


Sports Enthusiast Person
(PTM) needs
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
(Recognition, Statu
s)

Social Needs (sense of
belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

7

2. PTM’s needs, wants &
demands
Needs: Comfort and Durability of athletic shoes.

Wants: Style, Fashionable, Current trends.

Demands: Affordability (Price)


3. Majority Player in the
Market ( Market Competitor)


3a. Majority Player in the
Market ( Market Competitor)


3b. Competitive position map
for athletic footwear
Price vs. Behavioral Sought


4. Competitive Advantage
 Adidas has been associated with soccer (called football
outside North America) since the German company was
founded in 1949.
 Sales of soccer goods will top 4 billion euros in 2012,
according to Peter Rohlmann at German consulting
firm PR Marketing. He estimates Adidas' market
share at 38 percent, with Nike closing in quickly at 36
percent.
 The adidas Group strives to be the global leader in
the sporting goods industry with sports brands built
on a passion for sports and a sporting lifestyle.


5a. Percentage of Share in the
Market


5b. Market size using
competitor data
 ADIDAS is in the sportswear, apparel and
sports accessories industry. The main
competitors of ADIDAS in the industry are
NIKE, and PUMA since it acquired REEBOK in
January, 2006.
 Nike is currently the world leader in Sports
goods industry with a brand value of $12,672
million. The company concentrates on style
and technology with a high price range of the
products.


competitor data
 PUMA is a German based company best
known for its football shoes and athletic
shoes. The competition from Puma has
become stronger after the 2008 Olympics in
which the Jamaican sprinter Usain Bolt broke
records and won 6 gold medals. Bolt was
wearing Puma shoes


competitor data
 Adidas said it expects to sell more than 1.5 billion
euros ($1.87 billion) of soccer-related gear in
2012, helped by the Euro 2012 championship. Adidas
stripes will be seen on six of the 16 teams taking
part: reigning champions Spain, plus
Ukraine, Denmark, Germany, Greece and Russia

 Nike, with annual sales of more than $20 billion, said
it had $1.8 billion in sales from soccer in fiscal 2011.
The Nike swoosh will be on five teams:
Portugal, France, the Netherlands, Croatia and
Poland.


5c. Market size using
company data


6. Product Analysis

 When adidas entered the marketplace
some 50 years ago, its focus was to
produce shoes crafted specifically for
soccer and running.
 Reinvention was key, not only for the
adidas’s marketing strategy, but also for
its product line.


6a. Product Description
 Adidas footwear designs for
running, football, basketball, tennis, golf, a
nd even casual style
 Adidas aimed to produce product with
durability, style, comfort and affordable
prices for customer’s ultimate satisfaction
 For more information visit Adidas website :
http://www.adidas.com


6b. Product Image

Adidas Footwear

Competitor’s Product


7. Strategic Business Plan

 Group plans sales growth of 45% to 50% to
€ 17 billion in 2015.
 Bottom line to grow faster than top line with
a compounded annual earnings growth rate
of 15% per year
 Operating margin to reach 11%
 Targets based on strong and unmatched
brand


8a. Development Process


8b. Product Advertisement
and Promotions
Celebrities and Athletes Endorsement


8c.1 Promotion Strategy

 Conditions and the same strength as
Nike did to capture the consumer
interest. Adidas did not just spend more
money. They made an impact with
brilliant executions.


8c.2 Samples of Promo/Ads
This type of advertising focuses upon using celebrity power..


8d. Competitor promo/ads

PUMA with world fastest runner – Usain Bolt


9. Place

 Where is it available?
 Shoe Salon
 Malls
 Authorize outlet/distributor worldwide
 Online Shopping via internet


10. Winning Strategy

 Low Cost Producer – outsourced process


10-Step Marketing Plan for
ADIDAS

Gerry Cabarle
November 2012

http://www.slideshare.net/g_cabarle/ 30

10 step marketing plan for adidas gerry cabarle

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