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10 step marketing plan for adidas gerry cabarle


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10-Step Marketing Plan for Adidas_Gerry Cabarle

10-Step Marketing Plan for Adidas_Gerry Cabarle

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  • 1. 10-Step Marketing Plan for ADIDAS Gerry Cabarle November 2012 1
  • 2. DisclaimerThis 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.
  • 3. Steps 1 to 5Summary headline PTM andmarket 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
  • 4. Steps 6 to 10Summary headline of themarketing mix & strategy6. Product Analysis7. Strategic Business Plan8. Development Process9. Place10. Winning Strategy of Adidas
  • 5. 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.
  • 6. 2. My PTM’sNeeds, Wants, and Demand(NWD)Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the product
  • 7. 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
  • 8. 2. PTM’s needs, wants &demandsNeeds: Comfort and Durability of athletic shoes.Wants: Style, Fashionable, Current trends.Demands: Affordability (Price)
  • 9. 3. Majority Player in theMarket ( Market Competitor)
  • 10. 3. Majority Player in theMarket ( Market Competitor)
  • 11. 3a. Majority Player in theMarket ( Market Competitor)
  • 12. 3b. Competitive position mapfor athletic footwear Price vs. Behavioral Sought
  • 13. 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.
  • 14. 5a. Percentage of Share in theMarket
  • 15. 5b. Market size usingcompetitor 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.
  • 16. 5b. Market size usingcompetitor 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
  • 17. 5b. Market size usingcompetitor 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.
  • 18. 5c. Market size usingcompany data
  • 19. 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.
  • 20. 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 :
  • 21. 6b. Product Image Adidas Footwear Competitor’s Product
  • 22. 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
  • 23. 8a. Development Process
  • 24. 8b. Product Advertisementand Promotions Celebrities and Athletes Endorsement
  • 25. 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.
  • 26. 8c.2 Samples of Promo/AdsThis type of advertising focuses upon using celebrity power..
  • 27. 8d. Competitor promo/adsPUMA with world fastest runner – Usain Bolt
  • 28. 9. Place Where is it available?  Shoe Salon  Malls  Authorize outlet/distributor worldwide  Online Shopping via internet
  • 29. 10. Winning Strategy  Low Cost Producer – outsourced process
  • 30. 10-Step Marketing Plan for ADIDAS Gerry Cabarle November 2012 30