Friday, June 12, 2015

Adidas Market Positioning Strategy



             
                                     


“Impossible is Nothing” Adidas Start their journey with this slogan. Contrary to popular belief, the name Adidas does not stand for “all day I dream about sports.” According to the company’s website, “The name Adidas dates back to 1948 and comes from the name of the company’s founder, Adolf Dassler. By putting together his nickname Adi and the first letters of his surname, the name Adidas was born.” As we know currently it’s the world famous brand for sports item. They already reach their positioning at top level. Adidas established their positioning based on cresting beliefs and values. They start with "impossible is nothing" slogan. Which create beliefs to the customers.
Adidas has a market segmentation which helps them to build up the positioning. Here is the customer profile of Adidas




Adidas has direct and indirect both types of competitors in market. Some direct competitors are Nike, Fabletics, Athleta, Under armor. And here Nike is the close competitor of Adidas. Both of them have strong brand value. Adidas is strong global brand and it has lots of celebrity and athlete endowments and stripes known worldwide. They have also new yoga and fashion  forward clothes and finally an strong social media presence for influence and all this things give competitive advantages to Adidas.
Here is some youtube link of Direct competitors
https://www.youtube.com/watch?v=PXyOlxiU5Kk
https://www.youtube.com/watch?v=qIdsDu8eyJs




On the other hand Adidas has some indirect competitors also… They are like, Gap, Reebok, J crew and American apparel.

POP and POD: For getting competitive advantages Adidas always try to develop new Points of priority and points of difference.  
Here is the some Video link of Adidas, Which are focused on their POP and POD.
1. https://www.youtube.com/watch?v=jR1XQsCiAKE









                         

POD


ü       Durability:  Adidas is known as producing most durable and flexible product. They are also produce fastest shoes.

ü       Impossible is nothing: it makes values and beliefs of the customer.

ü       Brand name for Football : Since it’s a sportswear brand, Adidas is a brand name for sports.

ü       Beyond Limitation : Differentiating

ü      All in or nothing: Desirability
 
ü       Be the Difference





POP


ü  Run yourself better with Adidas (categorical)

ü  Together We can (competitive)

ü  Equality is acceptance (competitive)

ü  Performance is in our sole (categorical)


   






 

      





In a nutshell I can say that Adidas have strong brand position in sportswear market. In spite of all the technology that supposedly goes inside a typical sports shoe, if you take away the logos, it s almost impossible to differentiate between a Nike, a Reebok and an Adidas. So, Adidas have instead focused on differentiating themselves by converting their brands into cultural currency. Even non-athletic types have four pair of sports shoes one for jogging, one for trekking, one for cross -training and one for tennis. Since now-a-day the world are becoming more technological base, Adidas should do something relate with technological. They can make their product using more technology and the best things is doing something by joint venture with tech company like apple, Samsung, google etc.  Which make Adidas more strong in global sportswear market.



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