Based on the findings of the first marketing assignment, this paper analyses the marketing strategy used by adidas to bring the adidas f50 micoach 2012 into the market. The marketing strategy is analysed according to the concept of the marketing mix and its “4 Ps”: Product, Price, Place and Promotion.
Head of the marketing campaign for the f50 was the currently most famous and best football player in the world Lionel Messi. He was the first player wearing the boot during a match three weeks before the official sale started. In addition, adidas used different testimonials to promote the boot via different online and offline mediums e.g. facebook to reach a wide range of customers.
Adidas uses a multichannel marketing strategy to distribute the adidas f50. Therefore, they use direct and indirect sales and distribution via different channels like the adidas online store, Flagship stores in big cities, traditional sellers or the factory store.
In comparison to the direct competitors Nike and Puma, adidas is the coast leader regarding the price-quality diagram and the f50 is the only football boot on the market with an integrated transponder.
Table of Contents
1 Introduction
2 Marketing Mix
2.1 Product
2.1.1 Product Life Cycle
2.2 Price
2.2.1 E-Commerce
2.2.2 Competitors
2.3 Place
2.3.1 Multichannel Marketing
2.3.2 Multichannel Marketing - adidas
2.4 Promotion
2.4.1 Sponsoring
2.4.2 Testimonials
3 Conclusion
Objectives and Core Themes
This paper examines the comprehensive marketing strategy implemented by Adidas to successfully introduce the Adidas f50 micoach 2012 to the market, utilizing the marketing mix framework (4 Ps) as the primary analytical tool.
- Application of the 4 Ps (Product, Price, Place, Promotion) marketing concept.
- Evaluation of the Adidas multichannel distribution strategy.
- Analysis of promotional activities including high-profile athlete sponsoring and testimonials.
- Strategic positioning of the f50 compared to key competitors like Nike and Puma.
- Integration of technological innovation (micoach transponder) into marketing communication.
Excerpt from the Book
2.4.1 Sponsoring
Sponsoring is based on the principals of achievement and consideration. The sponsor provides the sponsored money and/or materials and receives something in return that will help to achieve the marketing objectives. Sponsorship is available in nearly all areas of communication. The aims of sponsoring include:
- Image objectives
- Increase the level of awareness
- Brand and product positioning
- Customer contact
- Increasing media coverage
- Customer loyalty
- New customers
- Sales targets
These measures should achieve a revenue and earnings growth, which is extremely difficult to prove (Weis 2009, p. 506). As mentioned in the first assignment, adidas is official Sponsor of the FIFA World Cup, the UEFA European Championships as well as the UEFA Champions League. These are the most important events in the field of football in Germany and Europe. Besides that, adidas is sponsor of many national teams like Spain, Germany, China or Argentina as well as many football clubs like Chelsea FC, Bayern Munich, Real Madrid or AC Milan (adidas 2012). Players of these teams who have also a contract with adidas are wearing the f50 for sponsoring reasons (see chapter 2.4.2).
Summary of Chapters
1 Introduction: Provides an overview of the paper's intent to analyze the marketing strategy for the Adidas f50 micoach based on the 4 Ps framework.
2 Marketing Mix: Details the theoretical and practical application of the four marketing instruments—Product, Price, Place, and Promotion—specifically tailored to the Adidas f50.
3 Conclusion: Summarizes the key findings, confirming that Adidas utilized an integrated approach, and suggests that the micoach technology serves as a significant differentiator against competitors.
Keywords
Marketing Mix, 4 Ps, Adidas f50, micoach, Product Life Cycle, E-Commerce, Multichannel Marketing, Promotion, Sponsoring, Testimonials, Lionel Messi, Brand Positioning, Sports Marketing, Distribution, Market Analysis
Frequently Asked Questions
What is the primary focus of this academic paper?
The paper focuses on analyzing the specific marketing strategy employed by Adidas to launch the f50 micoach football boot in 2012.
Which theoretical framework is used for the analysis?
The research uses the classical "Marketing Mix" framework, specifically focusing on the "4 Ps": Product, Price, Place, and Promotion.
What is the core objective of the study?
The objective is to provide detailed insights into how Adidas integrated these marketing tools to ensure a successful product launch and market presence.
How is the marketing strategy supported in the main body?
The main body breaks down each of the 4 Ps, providing both theoretical definitions and practical examples of how Adidas applied them to the f50, including distribution channels and promotional tactics.
What is the conclusion regarding Adidas's competitive position?
The author concludes that Adidas maintains a strong competitive position by acting as a cost leader and offering a unique technological advantage with the integrated micoach transponder.
Which terms best characterize this work?
Key terms include Marketing Mix, Multichannel Marketing, Sponsoring, and Competitive Analysis within the sports equipment industry.
Why is the micoach technology significant for Adidas?
The micoach technology differentiates the f50 from competitors like Nike and Puma by offering data-collection capabilities, which helps Adidas strengthen its market power.
How does Adidas leverage high-profile athletes in their strategy?
Adidas uses athletes like Lionel Messi as "testimonials" to associate the brand with peak performance and to generate global reach through both traditional and digital media.
What role does the "Product Life Cycle" play in this study?
The model is used to explain the typical six-month lifespan of football boots and how Adidas managed the introduction of different versions of the f50 throughout 2012.
- Arbeit zitieren
- Henning Wenzel (Autor:in), 2013, Marketing strategy for the adidas adizero f50 micoach 2012, München, GRIN Verlag, https://www.grin.com/document/315509
