Links to Images:
http://www.shoes2013.com/pic/Adidas_Running_Shoes/Adidas_3D_Running_Shoes_White_Grey_Yellow_1074.jpg
http://www.nbajames.com/images/adidas-crazy-8-shoes.jpg
http://www.worldfootballboots.co.uk/images/Football%20Boots/Mes%20F50%20adizero%20Messi%20Football%20Boots%200002.jpg
http://www.adidas.com/us/product/mens-training-lightweight-hoodie/TZ191?cid=Z40292&breadcrumb=sxZu2Z1z13071
http://www.adidas.com/us/product/mens-basketball-rose-tech-shorts/TY246?cid=Z41792&breadcrumb=sxZu2Z1z13xgj
http://www.adidas.com/us/product/womens-training-weekender-jacket/TZ354?cid=Z31197&breadcrumb=sxZu3Z1z13071
http://www.adidas.com/us/product/mens-originals-trefoil-tee/TL972?cid=X53105&breadcrumb=sxZu2Z1z13xgi
http://www.adidas.com/us/product/training-naloa-sunglasses/D7521?cid=Q07824&breadcrumb=swZu3Z1z13071
http://www.adidas.com/us/product/womens-running-aktiv-marathon-10-shorts/QU822?cid=Z22171&breadcrumb=sxZu3Z1z13xgj
http://www.adidas.com/us/product/womens-originals-big-trefoil-tee/WU473?cid=Z35441&breadcrumb=sxZu3Z1z13xgi
http://www.adidas.com/us/product/originals-large-jersey-duffel-bag/WR443?cid=Z37705&breadcrumb=swZu2Z1z13071
http://www.shoes2013.com/pic/Adidas_Running_Shoes/Adidas_3D_Running_Shoes_White_Grey_Yellow_1074.jpg
http://www.nbajames.com/images/adidas-crazy-8-shoes.jpg
http://www.worldfootballboots.co.uk/images/Football%20Boots/Mes%20F50%20adizero%20Messi%20Football%20Boots%200002.jpg
http://www.adidas.com/us/product/mens-training-lightweight-hoodie/TZ191?cid=Z40292&breadcrumb=sxZu2Z1z13071
http://www.adidas.com/us/product/mens-basketball-rose-tech-shorts/TY246?cid=Z41792&breadcrumb=sxZu2Z1z13xgj
http://www.adidas.com/us/product/womens-training-weekender-jacket/TZ354?cid=Z31197&breadcrumb=sxZu3Z1z13071
http://www.adidas.com/us/product/mens-originals-trefoil-tee/TL972?cid=X53105&breadcrumb=sxZu2Z1z13xgi
http://www.adidas.com/us/product/training-naloa-sunglasses/D7521?cid=Q07824&breadcrumb=swZu3Z1z13071
http://www.adidas.com/us/product/womens-running-aktiv-marathon-10-shorts/QU822?cid=Z22171&breadcrumb=sxZu3Z1z13xgj
http://www.adidas.com/us/product/womens-originals-big-trefoil-tee/WU473?cid=Z35441&breadcrumb=sxZu3Z1z13xgi
http://www.adidas.com/us/product/originals-large-jersey-duffel-bag/WR443?cid=Z37705&breadcrumb=swZu2Z1z13071
Brief Description of Adidas' Product Range
Adidas has a great depth of products in relation to its breadth. Adidas has three main product lines – footwear, apparel and accessories, and they are all focused on a specific type of fashion (sportswear). Even though this may not seem like a lot, within those product lines are an extensive product mix, where products come in different sizes, colours and features (differentiated between female and male). For example, under apparel, there are both male and female clothing (jackets, shirts, pants) and within that the products come in many different colours and sizes.
Potential Marketing Objectives
Looking at Adidas’ product range, the company is doing very well in terms of providing footwear, apparel and accessories. However, Adidas could potentially look into providing a larger variety of sporting equipment (i.e. tennis rackets, badminton rackets, footballs, basketballs etc.) as it is a sporting goods company. Also, it is important that Adidas creates a constant stream of innovative and inspiring products as the fashion trends in sport products tend to go out of date rather quickly (i.e. people are constantly wanting to buy new shoes). Adidas should also do this because it creates continuous cash flow for the business which is an advantage to the business as it means that the profit earned from a product in the “maturing” stage of a product life cycle (PLC) can fund for new products introduced at the beginning of a PLC. According to Adidas’ 2011 annual report, the company stated that they should not use mass production or mass marketing, but rather identify and understand consumer’s buying habits, fitness levels and motivations for doing sports. This will help Adidas better understand their consumers and what to sell to them. It is important that Adidas creates an emotion connection between the company and the consumers and one way to do this is to market through social interaction both online and offline.
Works Cited:
"Group Strategy Annual Report 2011." Adidas. Adidas Group, n.d. Web. 23 Jan.
2013. <http://adidas-group.corporate-publications.com/2011/gb/en/
group-management-report-our-group/group-strategy.html>.
Works Cited:
"Group Strategy Annual Report 2011." Adidas. Adidas Group, n.d. Web. 23 Jan.
2013. <http://adidas-group.corporate-publications.com/2011/gb/en/
group-management-report-our-group/group-strategy.html>.