Product Life Cycle

The brand was officially created by Adolf Dassler in 1948. Thereafter it didn’t took much time for the brand to get famous as it got into sponsoring major sports events around the globe and the company offered specialized, performing and quality shoes for various sports in segregated form.
Hence in around 30 years the brand moved from the stage of introduction to the growth stage which is the current stage of the product.

The product life cycle is basically all the stages that a product passes through, from the original idea, right the way to the decline of the product.
 The first stage of the product life cycle is research and development, where ideas are put forward and researched, leading to a prototype of the product.
 Once the product has been developed into the finished article, it is then introduced to the market. In this stage of the product life cycle the branding of the product is decided and the copyright and other product protection schemes are obtained. In the introduction stage the pricing strategy is decided on, which is usually either a low price to obtain a high market share, or a high price to recover development costs. In this stage while the product has yet to develop its reputation, distribution channels are limited. Generally in this stage sales are low, there is little growth and marketing costs are high to try and establish the product. An Adidas product currently in this section is the Adidas F50, as it has been recently released and yet to establish itself, also the marketing for this product is very high at the moment, which is another characteristic of this stage.