INTRODUCTION

Founded and headquartered in  Herzogenaurach, Germany, Adidas is a multinational corporation that designs and manufactures shoes, clothes, and accessories. It is the Largest sportswear in Europe and has been ranked as the second best in the world.

Adidas was founded by Adolf Dassler when he started making sports shoe in his mother’s laundry. His brother later joined in the business, and it was named “Dassler Brothers Shoe Company. Being forced to use pedal power from a stationary bicycle to, run their equipment due to an unreliable electricity source, the business made transitions from making heavy metal spikes shoes to utilizing rubber and canvas.

Due to the rivalry between the two brothers, the duo split in 1947 and Adolf created Adidas and Radolf started Puma company which became Adidas business rival.

For Adidas to remain on top of the game in the sportswear’s industry.t has established four Ps in the marketing mix.

PRODUCTS IN ADIDAS MARKETING MIX

Adidas has four main supplementary brands. The first one is its, own brand-Adidas which is known for footwear and clothing. There is Reebok which has also taken the market very well. The fourth is the Rockpot which mainly deals with outdoor footwear, attires, and their accessories. The last one deals with golfing equipment and clothing known as Taylor.

Reebok leads in footwear whereas Adidas leads in attires. The main aim of Adidas is to create different designs and brands for sports which suits different type of clients.

PRICING IN THE MARKETING MIX OF ADIDAS

Because of its unique design, style, and promotion, Adidas uses skimming prices and also competitive pricing. This is because there are competitors like Reebok, Puma, and Nike. They ensure that newly introduced products are uniquely designed.

Since its target markets are the youth and the high-end clients, Adidas prices are higher. This is because the high-end clients believe that the higher the rate, the higher the quality hence their prices rarely drop.

PROMOTION IN THE MARKETING MIX OF ADIDAS

Adidas majors in supporting and advertising through media. It uses a 360 branding strategy which is covered in all media. It also does commercial campaigns on TVs and billboards using some of the iconic names in the sports industry like David Beckham in a captivating manner which catches the attention of their potential customers. It is featured in different sports station adverts and also sponsors different legendary players in different sports segments. This way it can convince its clients that it remains the best brand.

PLACE IN THE MARKETING MIX

Adidas sells its products through retail outlets. It also has showrooms in many countries in the world. These showrooms showcase the Adidas products in their displays. They get the products from the distributors. They also sell their products online either through their website or through fashion stores.

Their distribution channels are as follows;

1)    Manufacturing > Adidas outlets > End customer

2) Manufacturing > Distributor > Multi brand showrooms

3) Manufacturing > Online fashion websites / Adidas website > End customer

CONCLUSION

Adidas is tailored to cater to the young, trendy, stylish active teenagers and adults. However, their primary competitor Nike equally produces quality products which satisfy the same target customers. With the purchase of Reebok, Adidas in assured of an increased market share which means higher profit margins.

Because there is stiff competition in the sportswear industry, there is a need for Adidas to review its prices since sportswear is not much of luxury.

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