Adidas Marketing Plan

20780 words 84 pages
Final
Assignment
 Nathan
Coury
 Christien
Crynes
 Erin
Dodds
 Priya
Nathan
 Jackie
Smith

April
30,
2010


Executive
Summary
 Adidas
has
been
around
since
1924
and
has
grown
to
be
one
of
the
top
companies
in


providing
a
variety
of
high
quality
products
to
consumers
interested
in
sports.
It
is
 currently
the
number
two
brand
in
the
sporting
goods
industry,
trailing
its
main
 competitor
Nike.
Adidas
has
a
strong
focus
on
both
performance
and
style,
as
opposed
to
 Nike’s
more
pure
performance
emphasis.
Adidas
is
currently
surviving
in
its
market
but
 has
many
barriers
holding
it
back
from
becoming
a
more
dominant
and
thriving
company.
 
 Right
now,
adidas
is
facing
an
array
of
opportunities
that
it
can
choose
to
capitalize
…show more content…
17
 New
Product
Development.................................................................................................................................................. 25
 Diagnostic
Brand
Profile...................................................................................................................................................... 27
 Promotion .................................................................................................................................................................................. 33
 Integrated
Marketing
Communications
Mix ............................................................................................................... 33
 Pricing.......................................................................................................................................................................................... 38
 Channels
of
Distribution/Place ........................................................................................................................................ 40
 Marketing
Mix
Recommendations .................................................................................................................................. 42
 Trends
in
the
Marketing
Environment .................................................................................. 45
 Demographic
Environment

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