MiAdidas is Adidas' customization platform that allows customers to design their own shoes, clothing and accessories according to their personal tastes. This innovative product appeals to both high-end consumers as well as everyday customers. MiAdidas provides various tools on their website to support customers' design needs including a design application called "The Power Configurator" and tutorial videos. MiAdidas also promotes social media sharing to amplify information and creates a platform for customers to rate their customized products. The customization option influences customers' buying behavior based on demographic, situational, motivational, personality, reference groups, and cultural factors.

1. MBA GROUP A9 – CLASS OF 2014/15
Ida Rahayu Dean Binti Kamarudin (1451663) Saint-Moncharat Jittrattanaphong (1460475)
Dome-Naratip Chaiyasoot (1457554) Boss-Possawat Phongnetwilai (1457362)
Ma Yue, Vivian (1408813) Asif Karim (1473595)
MiAdidas - An Introduction
To optimize marketing, any organization should recognise, anticipate and fulfil
customer requirements and through exchange relationship, organization will then satisfy the
needs or desires of its consumers (Chartered Institute of Marketing, Dibb et al.). Mi Adidas
products embodies the fundamental rule of Marketing in which customers are allowed to
design shoes, clothing and accessories in accordance to their personal taste.
The whole journey of creating their own products not only offers customer a unique
experience but most importantly it allows Adidas to deliver specifically what is wanted by
each individuals. This product not only appeals to higher end consumers such as celebrities
or athletes but this experience is also accessible to everyday people to add in their own ‘je
ne sais quoi’ through their chosen products.
This innovative products is mainly targeting consumers from US and UK but certain
sub-products like Mi ZX FLUX are also available in European countries like Austria, Belgium,
Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Spain & Sweden.
How MiAdidas Helps the Buyer Decision-making Process
To accommodate to the expected buyer decision-making process, MiAdidas provides
all the tools to support the needs of its consumers including an official website with heaps
information about the products, design application software; also known as “The Power
Configurator” to cater to all sorts of design work. Lastly, MiAdidas also includes tutorial
videos on how to go about designing a product.
Riding on today’s advanced technology to the fullest, MiAdidas also promotes social
media and consumer-to-consumer communication so that information sharing can be
amplified efficiently. And that does not stop there as MiAdidas creates a platform for
customers to rate their received products through real-time ratings in their website. Thus,
providing end-to-end supports that enables a complete buyer decision-making process (Dibb
et al. p.152, 169-171)
MiAdidas Influencing Factors on Buying Behaviour
1) Demographic
The Adidas’ customers come from various parts of the world and differ from one
another in characteristics. MiAdidas answers to various needs of its consumers in all
area with an affordable range of prices. This product covers various styles, colours
and designs to cater to all sorts of customers by gender, age and preference.
2) Situational
Consumers will have different state of mind depending on their current situation.
Understanding that circumstances, MiAdidas allows customers ample time to
consider all options while designing their own shoes and even if a pair of shoes has
been successfully designed, customers will still have the choice to hold the purchase
until a certain decision is made.
3) Motivational

2. MBA GROUP A9 – CLASS OF 2014/15
Ida Rahayu Dean Binti Kamarudin (1451663) Saint-Moncharat Jittrattanaphong (1460475)
Dome-Naratip Chaiyasoot (1457554) Boss-Possawat Phongnetwilai (1457362)
Ma Yue, Vivian (1408813) Asif Karim (1473595)
MiAdidas rides on the opportunity to creatively design personalized Adidas items as
an additional motives to customers with basic needs of a quality sport shoes. For an
additional £20-£30, customers are enable to choose and optimise personalisation to
get their very unique design and the items will be delivered to their doorstep free of
charge (for selected MiAdidas items only).
4) Personality
Consumers’ personalities tend to influence their preferred types or brands and
MiAdidas offers the opportunity for its customers to put their own unique stamp on
Adidas products of their choice. Different individuals would have different
idiosyncrasies and by offering the consumers total control in the creative design
process, MiAdidas allows its customers an engaging experience of showing their
individualities through this product customisation process.
5) Reference Groups
With a user-friendly design application software, MiAdidas offers a way for individuals
to share their personalise design to get validation from their reference groups via
social networks. From individual creative project, this can be escalated to a team-
based designing projects where everybody can have their matching MiAdidas shoes.
6) Cultures & Sub-cultures
How we decide or choose a products mostly depends on what society perceives of
us. Our surroundings influenced our buying decision (Dibb et al p.168). MiAdidas
understands the diversity of the world’s culture and through customisation of
products, it allows each individuals to have the freedom to represent their respective
cultures.
And by using athletes and celebrities as brand ambassador, MiAdidas creates its
own cult followers just by simply connecting to people’s major tendency in terms of
colours and designs.
References:
Dibb et al 2012 6th
Edition Marketing Concepts & Strategies p.1, 145-172
Web sources:
http://www.adidas-group.com/en/group/stories/entrepreneurial-lessons-founder-adidas/
http://www.adidas.co.uk/customise
http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-
customization.aspx

3. MBA GROUP A9 – CLASS OF 2014/15
Ida Rahayu Dean Binti Kamarudin (1451663) Saint-Moncharat Jittrattanaphong (1460475)
Dome-Naratip Chaiyasoot (1457554) Boss-Possawat Phongnetwilai (1457362)
Ma Yue, Vivian (1408813) Asif Karim (1473595)
http://uk.complex.com/sneakers/2014/03/adidas-originals-goes-all-out-vibrant-on-zx-flux-
multicolor
http://www.engadget.com/2014/05/16/mi-adidas/
http://readwrite.com/2011/04/15/user-customized-products-future-of-business