Slide 1:

Welcome to this presentation on the marketing mix analysis of Adidas. Today,

I will discuss two of Adidas’ iconic products, the Stan Smith and the
Ultraboost 22, which serve distinct consumer segments. We will explore how
each product is strategically positioned within the mass-market and premium
segments. This presentation is structured around the 7Ps of the marketing
mix to provide a comprehensive overview of Adidas’ marketing strategy. I will
be drawing on authentic sources including Adidas’ Annual Report and market
research from Statista to support the analysis. Please feel free to note down
any questions you may have for the Q&A session at the end. Let’s begin by
taking a closer look at the company itself.

Slide 2:

Adidas was founded in Germany and has grown into a global leader in
sportswear, known for its innovation and quality. The company’s strong
presence in key markets such as the UK and US reflects its ability to adapt to
diverse consumer needs. With a mission centered on innovation,
performance, and sustainability, Adidas continues to evolve from its
traditional roots to become a modern lifestyle brand. Its rich history and
established brand identity are built on quality, design, and an unwavering
commitment to athletic excellence. This slide provides the foundation
needed to understand the strategic decisions behind the product offerings.

Slide 3:

Adidas has a diverse product portfolio that includes footwear, apparel, and
accessories, catering to a wide array of consumer needs. Today, we focus on
two selected products: the timeless Adidas Stan Smith and the
technologically advanced Adidas Ultraboost 22. The Stan Smith is recognized
for its classic design and mass-market appeal, while the Ultraboost 22 is
engineered for high performance and is positioned as a premium product.
Each product embodies a distinct design philosophy, reflecting Adidas’ ability
to balance heritage with innovation. This slide clearly shows how the
company targets different market segments, ensuring broad market
coverage.

Slide 4:

The target market for the Adidas Stan Smith primarily consists of young to
middle-aged adults who are trend-conscious and seek a comfortable yet
stylish sneaker for everyday wear. This product is designed to appeal to a
mass-market audience, providing a balance between classic style and
modern trends. In contrast, the Ultraboost 22 targets athletes and fitness
enthusiasts who demand superior performance and advanced technology in
their running shoes. The target segment for the Ultraboost 22 typically
includes consumers willing to invest in premium products that enhance their
athletic performance. This slide outlines the clear segmentation between a
mass-market product and a high-end performance product.

Slide 5:

The Adidas Stan Smith is celebrated for its timeless design and high-quality
leather, offering a versatile sneaker that fits seamlessly into everyday life. Its
classic appeal not only provides comfort but also serves as a cultural icon
recognized worldwide. On the other hand, the Ultraboost 22 is built with
advanced cushioning technology and breathable engineered mesh that make
it an ideal choice for athletes. This product is designed to enhance
performance, offering superior comfort and reducing the risk of injury during
intense physical activity. Both products showcase Adidas’ commitment to
quality and innovation, with each product targeting a specific consumer
need. The distinct features and benefits of these products allow Adidas to
maintain a competitive edge in both the mass-market and premium
segments.

Slide 6:

Adidas employs a differentiated pricing strategy for its product lines. The
Stan Smith is priced competitively to attract a broad mass-market audience,
ensuring accessibility without compromising on brand value. In contrast, the
Ultraboost 22 is positioned as a premium product, with a pricing strategy
that reflects its advanced technological features and performance benefits.
This differentiation is further enhanced by various pricing models that
consider production costs, competitor pricing, and the perceived value
among consumers. Additionally, there are observable differences in pricing
between online platforms and physical retail outlets, which allow Adidas to
adapt to different market dynamics. Regional pricing adjustments in markets
like the UK, US, and Germany also play a key role in the overall strategy.

Slide 7:

Adidas ensures that its products are widely accessible through a blend of
distribution channels, including its own retail stores, third-party outlets, and
a robust e-commerce platform. This multi-channel approach allows Adidas to
maintain a strong presence in key markets such as Germany, the UK, and the
US. The company’s integrated channel strategy bridges the online and offline
shopping experiences, ensuring a seamless customer journey from digital
discovery to in-store purchase. Local adaptations, such as customized store
layouts and tailored promotions, further enhance the consumer experience
by addressing regional preferences. Adidas also emphasizes digital
expansion, investing in advanced digital marketing techniques to boost
online sales and customer engagement.

Slide 8:

Adidas leverages a multi-channel promotion strategy to effectively reach its

target audiences. The company employs various advertising platforms,
including digital and social media, as well as traditional channels like TV and
print, to ensure broad visibility. Celebrity endorsements play a crucial role,
with top athletes and influencers lending their credibility and appeal to the
brand. The promotion strategies are tailored to the distinct themes of each
product: the Stan Smith campaigns focus on its timeless heritage and style,
while the Ultraboost 22 promotions emphasize cutting-edge performance
and innovation. Seasonal promotions and limited-edition releases help to
create urgency and excitement among consumers. The content strategy is
built on engaging visuals and compelling storytelling, ensuring that the
brand message resonates effectively.

Slide 9:

Adidas places significant emphasis on the people aspect of its marketing

mix, starting with comprehensive staff training to ensure exceptional
customer service and product knowledge. The company works with
influential brand ambassadors, including top athletes and lifestyle
influencers, to enhance brand credibility and customer engagement. Both in-
store and online experiences are designed to be highly personalized,
ensuring that every consumer interaction reflects the Adidas brand values.
Internally, Adidas fosters a culture of innovation and inclusivity, investing in
continuous professional development for its employees. Community
engagement initiatives, such as in-store events and local workshops, help to
build a loyal customer base. This focus on people is integral to maintaining a
strong, service-oriented brand reputation.

Slide 10:

Adidas has developed a seamless process that guides the customer journey
from initial product discovery to final purchase. The sales process is designed
for ease of use, featuring a user-friendly website and efficient in-store
procedures that minimize friction. After-sales support, including clear return
policies and proactive customer service, ensures that consumers feel valued
and supported post-purchase. Additionally, Adidas offers customization
options that allow customers to personalize their products, enhancing the
overall shopping experience. The integration of advanced technology, such
as AI-driven recommendations, further refines the process by delivering
tailored suggestions. This comprehensive process not only drives sales but
also fosters long-term customer loyalty.

Slide 11

The physical evidence of the Adidas brand is immediately recognizable

through its iconic logo and the signature three stripes, which are consistently
used across all platforms. Store layouts are carefully designed to create a
modern and interactive environment, often incorporating digital elements to
enhance the shopping experience. Sustainable, high-quality packaging
further reinforces the brand’s commitment to both innovation and
environmental responsibility. Visual merchandising is executed with
precision, ensuring that products are displayed in an appealing and strategic
manner. Additionally, after-sales materials such as warranty cards and
detailed brochures provide further assurance of quality and support. All these
elements work together to solidify the brand’s image and credibility in the
market.

Slide 12:

The Adidas Stan Smith, with its long-standing market presence and steady
revenue generation, is typically considered a Cash Cow in the BCG Matrix. Its
established popularity and cultural significance support this classification. In
contrast, the Ultraboost 22, which is targeted at a growing segment of
premium performance footwear, shows high growth potential that could
position it as a Star or even an emerging Question Mark depending on
market dynamics. This strategic positioning is based on an analysis of market
share, product lifecycle, and revenue trends. Competitive dynamics and
evolving consumer preferences also play a crucial role in determining the
placement within the BCG Matrix.

Slide 13:

In summary, this presentation has provided an in-depth analysis of Adidas’

marketing mix strategy through the lens of the Stan Smith and Ultraboost
22. We examined how each product is uniquely positioned to serve different
consumer segments, with the Stan Smith targeting the mass market and the
Ultraboost 22 catering to premium customers. Key elements such as product
features, pricing, distribution, and promotional strategies were explored to
highlight Adidas’ comprehensive approach. The insights gathered emphasize
the importance of tailored marketing strategies in achieving sustainable
growth. Continuous innovation and a focus on customer engagement
underpin Adidas’ long-term vision. "The Stan Smith’s strength lies in its
timeless design and adaptability—like collaborations with influencers or eco-
conscious campaigns. To stay relevant, Adidas could partner with TikTok
creators to target younger audiences. The Ultraboost, however, excels in
performance but faces a perception gap among casual runners. A demo
campaign—letting customers test the shoe’s energy-return tech—could
educate this segment and broaden its appeal."