Adidas'S Four Golden Movement Marketing Principles

The sixth annual BrandZ global value list released in May this year

Understanding sports consumers is not a simple matter.

Retailers in sports market should not only be familiar with the first, second and third factors that affect consumers' decisions, but also need to know the decision process and level of consumers' purchase or consumption.

Before setting up a marketing strategy, the important factors that should be considered include the specific demographic characteristics and psychological characteristics of the consumer group, as well as the relevant environmental factors.

Understanding the complexity of the process of making decisions by sports consumers is a more important problem faced by retailers in sports market. There is no doubt that this problem is an important part of marketing management strategy.

Although we can not fully understand how this process happens, we need to focus on the personality characteristics of special consumers and widely recognize their decision making, so that sports marketers will have strong frameworks to develop.

Sports marketing decisions intended to improve consumer desire are often associated with sponsorship products and, like vehicles, show special or unique features of sponsorship products in sports.

This also includes providing maximum technical or human support for service or product use, enhancing knowledge of purchase choices, including alternative advertising.

Advertisements should point to suitable population, psychological market and affirmation of life style.

Sports sponsorship is a huge industry in the world. The value of 1999 is estimated to be 20 billion dollars, which only increased by 300% in 90s alone.

Sports sponsorship is the main form of sponsorship, accounting for 2/3 of all sponsorship activities.

The economic vitality of any large sports event usually depends on the ability of the organizers to raise substantial income through sponsorship.

Every large professional sports group can greatly increase its income through sponsorship.

Sponsorship is very common in sports circles, but the problem is that many commercial companies do not want to disclose their investment in sports sponsorship.

A company has been successful in sports product sales and sponsorship. It is Adidas.

Adidas is part of Adidas group and is one of the most popular and successful sportswear manufacturers.

It and Nike (Nike) and Reebok (Reebok) are the market dominant companies in the industry.

Adidas has different products, including running apparel and basketball.

Adidas's positioning strategy focuses on making comparisons between what you can do and what competitors can do.

When the company strives to create a unique cognition in the target market through sports products, positioning is created.

The company uses the best positioning policy to create a different understanding from competitors like Nike and Reebok.

The company's positioning decisions are focused on showing customers, and Adidas provides the best sportswear.

The company's advertising decision helps Adidas's positioning decisions attract more new customers and bring back old customers.

The market of Adidas is different individuals. They need different kinds of products suitable for different sports or sports events.

The market needs all kinds of sports apparel to meet the aspirations of the market.

The target market of the company almost covers all levels of society.

The company hopes to provide all kinds of sportswear and accessories to young or elderly boys or girls.

Of course, the company is also striving to extend the market to sports beyond the market by selling non sports shirts and apparel.

The market segment of a company can be divided into two parts: adults and children.

There are different brands of sportswear for old customers and young customers.

Adidas is convinced that these customers cover all levels of the country in which their company is located.

The company has a special price for different market groups, so that customers are less concerned in selecting products and products they can afford.

Adidas's marketing strategy will be explained and implemented through sales mix.

Rule 1: equal emphasis on product quality and creativity

Although most of the purchase decisions are focused on the ability of the product to satisfy the needs of customers at the price that customers are willing to spend, a business needs to comply with the legal responsibilities of the goods sold.

We should also consider the long-term image in the public mind.

Therefore, it is necessary to ensure that products comply with the legal standards and value for money.

Product creativity is becoming more and more important so as to make customers interested in business.

Adidas's sports products use high quality raw materials and materials, and make use of comfortable raw materials to meet all kinds of related sports.

Sports products have different designs and features to meet their respective market demands.

Raw materials and materials come from trusted suppliers.

Suppliers are selected and well-known in their respective fields.

Sports products undergo strict testing to ensure durability and comfort.

After the production was completed, Adidas's products were inspected before they were put on the market.

The company also has a customer response team and can consult at any time.

When the customer has doubts about some products, the reaction team will help.

The company's products are a factor in the success of the company and enhance the interests of the company.

Adidas's products make it stand out from the sports products market.

Rule 2:

Market price is adopted when the environmental improvement makes the real output or investment change.

Various motivations can explain why international companies adopt new customer approaches.

An important reason is that the cost of home visits or telephone calls continues to rise.

Adidas has come to believe that a more effective way of selling is to establish and maintain long-term relationships with customers.

When long-term relationships are established and nurtured, there is no need to spend a lot of money in advertising to make customers familiar with products, and can use sales to stimulate potential customers' demand for products and services.

Global customers want low production cost, high quality design and meet their needs.

The price of the company depends on the quality of the product.

The company ensures that the quality of products can be maintained in order to generate value equivalent to customers.

The price of a product is determined by the cost of making the product, the wages of the workers who produce the products, and the expenses in the manufacture of other products.

According to this price, the company guarantees that its products are of high quality and durability.

The price range varies according to the country in which Adidas is located. The company ensures that all cases are taken into account before setting the price of the product.

Rule 3: multi channel sales channels

The factors that decide to choose one or some distribution channels are subjective and objective.

These factors show how a company chooses.

For example, small companies may not have the resources or expertise to participate in foreign direct investment; the low guaranteed sales market likes low-cost channels, such as permits or exports.

The existing distribution mode will decide whether to develop single channel or multi-channel.

The policy of the host country is very important, because any special standard, import quota or tariff will increase the cost of consumers, and make foreign suppliers less favorable than domestic suppliers.

Products are sold in different locations. In addition to branches in different countries, Adidas also allows its products to be sold in different non competitive stores. Different non competitive stores help to ensure that the company can sell to different customers in different regions.

Different channels of distribution help to enhance the relationship between the company and its customers, and also establish the relationship with non competitors.

Another channel for distribution is the Internet. Adidas's website has a specialized online shopping function where buyers can trade without having to go to a physical store.

The company's website provides charts and written product descriptions, and payment for pactions is also done online.

It takes only a few days to ship by credit card.

Rule 4: promotion and innovation

Effective communication with customers is important for business success.

Advertising forms the central part of most exchange plans.

The information conveys through advertisements can be written in characters or symbols.

It can educate, persuade or simply announce products, create product images, use product information functions, and demonstrate product functions.

Advertising helps to enhance good image rather than create.

Powerful images play a positive role in experience, which is built by people with a product or company.

Trying to produce positive images, however, providing poor products or services can make customers angry.

Usually the mistake in advertising is pitional promise.

Creative advertising allows customers to buy products once they try, but can't force them to buy them again.

Therefore, if a product fails to deliver its promise in advertising, it will also cause resentment and negative emotions.

Adidas promotes various sports products in a variety of ways.

One way is the network.