Key Successful Factors
- The Adidas strategies were based on, endorsement focus strategy, advertising, sponsorshipprograms focusing on major global events, sports associations, and teams, and sub-brands.
- For marketing strategy, Adidas focused on three main factors; this is, to satisfy basic needs, to solve problems, and to make customers feel good.
- Adidas Endorsement program is focusing on major global events, sports associations, and teams.
- To create brand awareness, Adidas have been using endorsement strategies in their brand-building programs.
- Adidas focuses on sponsorship of teams and events e.g. national teams and big sport events like the Olympic Games and different World Championship events. This will help them to create awareness with help from different types of media.
- Adidas did not just spend more money; they made an impact with brilliant executions. They made TV and other advertising campaigns. The company communicates their heritage of innovation, technology and big success stories with personalities like Emil Zatopek, Mohammad Ali.
- Adidas choice was to experiment with sport events, with which they made great success. Adidas have created “The Adidas Streetball Challenge” which started out in Germany 1992 and five years later it had over 500.000 participants
- For Adidas images, one image of consumers found the brand very trendy, modern and cool.
- The low-end products, for the “normal consumer” still have a high technology and level of innovation because of their inheritance of the older innovations and technology from the equipment line.
- Adidas strategy made their brand take on a different meaning; it still meant participation, emotion and performance.
- Adidas have succeeded to create a brand loyal customer who perceives Adidas products as top quality.
- The strong messages from Adidas is; “Impossible is Nothing."
- Adidas stand for a competing and winning over your self-attitude.
- Adidas had the same strategy within creating equity value to their brand.
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