The brand with the 3 stripes

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product
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trendy eco-friendly adidas shoes
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recycling old shoes to make fashionable
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what is adidas?
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for 80 years, adidas has been providing, not onlynational, but
global consumers state-of-the-artfootwear.
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today, the adidas group is a global leader in thesporting goods
industry and offers a broadportfolio of products.
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our strategy is simple: continuously strengthen ourbrands and
products to improve our competitiveposition and financial
performance.
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adidas originals
Our mission

In today’s society, people are looking to be more

fit and healthy but still stylish.

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To the economy, a more cost efficient solution ismost desired.
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Adidas must take advantage of this problem andturn it into an
opportunity.
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With advanced technology and recycledmaterials, adidas can
create a new line ofproducts that hold true to the distinct adidas
stylein a fashion appeal.
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Shis inexpensive yet aesthetically appealingproduct line will
allow adidas to cater to theyounger and lower income
marketplace.
3. Consumer Needs
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shoes that last longer and cost less
money
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innovate eco-friendly shoes thatsatisfies the consumers
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finding a way to purchase recycledshoes by helping the
environment
Secondary data:Market research
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statistics show purchases of the adidas brand inthe
united states:
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approximately 80% male
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approximately 20% female
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adidas is one of the top 25 places that peopleshop in new
york.
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consumers purchase adidas because they areknown for
providing maximum level of comfortwhile supplying an
aesthetic appeal.
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customers are willing to purchase the eco friendlyshoes
that benefit the environment rather thanmanufactured
and processed shoes.
Swot Analysis
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Opportunities
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adidas is endorsing famous people that can reach
outtowards consumers by style and preference.
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adidas is improving in efficiency by expanding
moreproduct/service lines and creating innovative
products.
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adidas changes its products based on consumer’s lifestyles
and keeps a strong brand name.
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threats
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adidas is dealing with pirated/fake imitations that are
soldcheap and affects brand image.
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competition with other brand names domestically
andinternationally.
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promoting internationally can affect with the money
valueof its products.
Segmentation/Targeting
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primarily males (generation y)
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primarily age: 18
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24 years old
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secondary ages: 12-17
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tertiary ages: 25-34
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follow:
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tumblr blogs
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highsnobiety
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lookbook.nu
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hypebeast
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single and trendy
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income between $25k to $100k per year
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big spenders or are dependent on parents; not
moneysavers.
Product/Service
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eco-friendly shoes
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recycled/ used shoes craved and developedto produce a
new line of Trendy shoes
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colors will be dictated by the colors of therecycled shoes
and can be customized to theusers desires
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comes in all sizes and provide maximum levelof comfort
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this new technology of reusing old shoes willbe later
developed into the athletic side ofthe shoe industry
Price
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price skimming
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start off with a higher price, then lowers later
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relatively low cost, but still able tomaintain high quality
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customers may receive discounts if theybring in old pair
of shoes (only 1 percustomer).
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fraction of higher quality products
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prices will range from $39.99 to $69.99depending on
the lifestyle and demand.
Place
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debut stage: online websites
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adidas.com
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footlocker.com
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finishline.com
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expansion stage: personal stores in new york
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adidas originals
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footlocker
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finishline
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final stage: retailers and outlets in new york
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outlet malls
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individual boutiques
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brand store malls like macys, bloomingdales,nordstroms