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
- Executive Summary
- Introduction
- Marketing Mix
- Product
- Product Life Cycle
- Price
- E-Commerce
- Competitors
- Place
- Multichannel Marketing
- Multichannel Marketing - adidas
- Promotion
- Sponsoring
- Testimonials
- Conclusion
- Marketing Mix Analysis: Examining adidas's strategy across product, price, place, and promotion.
- Product Differentiation: Assessing the unique features of the adidas f50 micoach 2012 boot.
- Multichannel Marketing: Analyzing adidas's approach to distribution across various channels.
- Brand Ambassador Strategies: Evaluating the role of Lionel Messi and other testimonials in the campaign.
- Competitive Analysis: Comparing adidas's marketing strategy to those of its primary competitors, Nike and Puma.
Objectives and Key Themes
The paper analyzes the marketing strategy employed by adidas to launch the adidas f50 micoach 2012 football boot, with a focus on the marketing mix and its four Ps: Product, Price, Place, and Promotion. The analysis examines adidas's approach to each of these elements and compares it to the strategies of competitors Nike and Puma.
Chapter Summaries
The introduction provides context and lays the foundation for the analysis, setting the stage for a detailed examination of adidas's marketing strategy. Chapter 2 delves into the four Ps of the marketing mix, dissecting each element in detail and providing insights into adidas's approach to product positioning, pricing strategies, distribution channels, and promotional campaigns.
Keywords
Marketing Mix, Adidas, f50 micoach 2012, Product Life Cycle, Multichannel Marketing, Sponsoring, Testimonials, Price-Quality Diagram, Competitive Analysis, Nike, Puma.
- Quote paper
- Henning Wenzel (Author), 2013, Marketing strategy for the adidas adizero f50 micoach 2012, Munich, GRIN Verlag, https://www.grin.com/document/315509
