adidas F50 adizero prime - Netnography study

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Here's my brief presentation and link to blog post about my study on F50 adizero prime.

It's the lightest soccer cleats ever produced and with a $299 price tag, makes it an interesting product to study (consumer opinions).

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adidas F50 adizero prime - Netnography study

  1. 1. Netnography study on adidas adizero prime<br />By M. Adil Khan<br />MBA Candidate, Class of 2011<br />Schulich School of Business, York University<br />
  2. 2. Lightest boots ever made – 145 grams<br />Builds on the original adizero series (165 grams)<br />Strong competitor to SuperFly II (210 grams) and V1.10 SL (150 grams)<br />Why adizero prime?<br />
  3. 3. www.soccerbible.com<br />approximately 140 comments<br />www.footy-boots.com<br />approximately 40 comments<br />Qualitative Analysis of comments in communities<br />
  4. 4. Majority: Casual players who were more interested in the look and feel of the product, found the product expensive<br />Minority: Professional/Semi professional players who ranked the performance of the product before talking about the look.<br />Segments<br />
  5. 5. Common themes in conversations<br />Weight<br />Colors<br />Celebrity footballers<br />Price<br />Strongest competitors <br />(Superfly II and V1.10 SL)<br />
  6. 6. Confusion over pricing… <br />Even though the reviews corrected the price, many users continued to judge the boot by $400 price tag (correct price - $299)<br />
  7. 7. Ability to identify an adizero prime?<br />The need to separate the primes from regular adizero through colorway<br />Since adizero primes cost $150 extra, many users felt they should be easily identifiable and exclusive<br />
  8. 8. The pragmatists in communities…<br />Although most users complained about the exorbitant price, few users accepted it<br />
  9. 9. Community members barely discussed about the performance attributes<br />Belief that the boots guaranteed superior performance based on the original adizero<br />As the original adizero seemed affordable at $150, most members disliked the price of primes but acknowledged the exclusivity factor<br />Pricing $100 lesser than Superfly II made it desirable boot in the elite category <br />Insights<br />
  10. 10. Exclusive colorways for adizero prime as better justification for high price<br /> original adizero adizero prime<br />Better co-ordination with online communities to build relationship with fans (Review on soccerreviews.com still shows $399 price) http://tinyurl.com/6evp6db<br />Recommendations <br />
  11. 11. Considering the original adizeros were the lightest cleats ever produced and launched just before the World Cup ‘10, should adidas have priced it at more than $199 price tag?<br />With a narrow gap (8 months) between original adizeros and primes, would it have been easier to justify the $299 price for the primes? <br />Thoughts<br />
  12. 12. M. Adil Khan<br />http://curiousadil.blogspot.com<br />@M_Adl_Khan09<br />Done by… <br />

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