Product Mix

                                                        Product:

·         Core benefit is to satisfy customer’s needs and wants.

·  Caters for their wants.

·         Constantly upgrading and improving product’s innovative features and quality in order to satisfy its customers.

        

 Price:

·         It was able to penetrate market being priced cheaper than its competitors.

·         Uses market skimming.

e.g. White T-mac 4 shoes  being charged at a price higher than the other colours of the same brand.

           

  Promotion:

·         Promotion objective of Adidas was to become the world’s best sporting brand.

·         Promotion mix: Advertising commonly through mass media- Television, internet, point of sale/purchase, “Impossible is Nothing” campaign.

          

Place:

·         Distribution of some of the  products at various sporting outlets.

·         Adidas Outlets.

·          Online purchasing through e-commerce.

Width: Considering Adidas Shoes, the width of the brand can be considered as Performance, Originals and Lifestyle, subcategorized into male and female shoes. 

Depth: Under each width i.e. male and female shoes comes the depth of each category. For example under ‘Performance’, in male and female category both we find shoes of the following depth:

Ø  Football shoes

Ø  Running shoes

Ø  Training shoes

Ø  Basketball shoes

Ø  Outdoor shoes

Line:  Under each depth category there are different ‘line’ of products. ‘Line’ can be explained as shoes of different sizes, styles and colors. For eg, for football shoes the various product line be:

   Ø  Adipower Predator TRX FG – (available in blue or black stripes on white base and golden base with red stripes).

   Ø  Adipower Predator XTRX SG ( blue and white).

   Ø   Adipure TRX SG (red and black).