Short Essay 2_SONGGELA (1155222172)

Analysis of Adidas brand marketing strategy based on 4P model

1. Product strategy  

• Diversified product line

Adidas has built a rich and diverse product line for different consumer groups and sports scenes. It covers the sports performance series (Performance), sports tradition series (Originals), and sports fashion series (Neo).  

 

The sports performance series focuses on the research and development of high-performance sports equipment. The sports tradition series continues the classic design and integrates modern elements to meet consumers' demand for the combination of tradition and fashion. The sports fashion series keeps up with fashion trends and launches fashion items, such as the Blokecore style joint series, in cooperation with Balenciaga. 

 

Adidas X Balenciaga

 2. Pricing strategy 

• Differentiated pricing 

Adidas adopts a differentiated pricing strategy based on different product series, functions, materials, and target markets. High-end professional products in the sports performance series, such as running shoes and professional sports equipment with advanced technology, are relatively expensive to reflect their high quality and high performance. Some products in the sports tradition series and sports fashion series are relatively affordable, such as some basic sports shoes and casual clothing, which attract a wider range of consumer groups, including students and ordinary sports enthusiasts. This differentiated pricing strategy enables Adidas to cover markets at different consumer levels and maximize profits. 

3. Promotion strategy 

• Sports sponsorship and event marketing

Adidas has long sponsored various sports events, leagues, and national teams, such as the FIFA World Cup, the Olympic Games, the Beijing Marathon, etc. Through sports sponsorship, the brand is closely integrated with sports events, linking its own image with the spirit of sports and establishing a professional and reliable brand image in the minds of consumers. 

• Social Media and Digital Marketing

Adidas actively uses social media platforms for brand promotion and marketing interaction. In China, it has official accounts such as WeChat public accounts, Weibo, Xiaohongshu, and Douyin, which attract consumers' attention and interaction by publishing content. 

4. Place strategy  

• Global offline store layout

Adidas has established an extensive offline sales network around the world, including specialty stores, counters, and factory stores. Its store layout focuses on covering different cities and regions and is hierarchically arranged according to market demand and consumption levels. In major markets such as first- and second-tier cities, specialty stores are the main body, providing a full range of products and high-quality shopping experience to showcase the brand image; in third- and fourth-tier cities and below, the market is expanded through counters and dealer channels to expand brand coverage. 

• E-commerce platform and online channel expansion

With the development of the Internet, Adidas has actively expanded its online sales channels. It has opened official online stores on major e-commerce platforms, such as Taobao and JD.com. At the same time, it launched its own e-commerce platforms, such as the Adidas CONFIRMED App for high-end consumers and collectors.