adidas: eco-friendly line

1. adidas: eco-friendly line yae kim

2. the brand with the 3 stripes • product • trendy eco-friendly adidas shoes • recycling old shoes to make fashionable • what is adidas? • for 80 years, adidas has been providing, not only national, but global consumers state-of-the-art footwear. • today, the adidas group is a global leader in the sporting goods industry and offers a broad portfolio of products.1 • our strategy is simple: continuously strengthen our brands and products to improve our competitive position and financial performance.1 adidas originals

3. our mission • in today’s society, people are looking to be more fit and healthy but still stylish. • to the economy, a more cost efficient solution is most desired. • adidas must take advantage of this problem and turn it into an opportunity. • with advanced technology and recycled materials, adidas can create a new line of products that hold true to the distinct adidas style in a fashion appeal. • this inexpensive yet aesthetically appealing product line will allow adidas to cater to the younger and lower income marketplace.

4. consumer needs • shoes that last longer and cost less money • innovate eco-friendly shoes that satisfies the consumers • finding a way to purchase recycled shoes by helping the environment

5. market research: primary data age group

6. market research: primary data

7. market research: secondary data • statistics show purchases of the adidas brand in the united states: • approximately 80% male • approximately 20% female • adidas is one of the top 25 places that people shop in new york. • consumers purchase adidas because they are known for providing maximum level of comfort while supplying an aesthetic appeal. • customers are willing to purchase the eco friendly shoes that benefit the environment rather than manufactured and processed shoes.

8. competition • nike • new balance • puma • asics

9. swot analysis • strengths • adidas is recognized worldwide by its traditional three strips style. • adidas has a diverse range of products. • adidas is strong in market strategy, international operations, and market leadership. • adidas has a long heritage and high brand value since 1924. • weaknesses • the productions for its products can be costly due to innovative technology. • it has price sensitivity towards consumers. • adidas is depended on third party manufacturing for its products.

10. swot analysis • opportunities • adidas is endorsing famous people that can reach out towards consumers by style and preference. • adidas is improving in efficiency by expanding more product/service lines and creating innovative products. • adidas changes its products based on consumer’s lifestyles and keeps a strong brand name. • threats • adidas is dealing with pirated/fake imitations that are sold cheap and affects brand image. • competition with other brand names domestically and internationally. • promoting internationally can affect with the money value of its products.

11. segmentation/targeting • primarily males (generation y) • primarily age: 18 – 24 years old • secondary ages: 12-17 • tertiary ages: 25-34 • follow: • tumblr blogs • highsnobiety • lookbook.nu • hypebeast • single and trendy • income between $25k to $100k per year • big spenders or are dependent on parents; not money savers

12. website that bloggers can post about adidas

13. positioning • environmentally friendly • have the best/most credible recycled shoe • trendy • have our designs be the leaders and trendsetters in the fashionable recycled sneaker category • just the right price • have our price be not so low that it’s looked at as cheap/our competitors have lower prices but high enough that we have a sense of cool

14. market strategy • diversification analysis • product development • introduce the new shoe through blogs. • send free samples to notable blogs to review the shoe • inform audience of shoe’s environmental benefits through banner ads on blogs. • have event at adidas store where shoe is introduced, and give out 20% off coupons for purchases of the new shoe. • product differentiation • pre existing knowledge that adidas is leader in sneaker quality.

15. product/service • eco-friendly shoes • recycled/ used shoes craved and developed to produce a new line of Trendy shoes • colors will be dictated by the colors of the recycled shoes and can be customized to the users desires • comes in all sizes and provide maximum level of comfort • this new technology of reusing old shoes will be later developed into the athletic side of the shoe industry

16. price • price skimming • start off with a higher price, then lowers later • relatively low cost, but still able to maintain high quality • customers may receive discounts if they bring in old pair of shoes (only 1 per customer). • fraction of higher quality products • prices will range from $39.99 to $69.99 depending on the lifestyle and demand.

17. place • debut stage: online websites • adidas.com • footlocker.com • finishline.com • expansion stage: personal stores in new york • adidas originals • footlocker • finishline • final stage: retailers and outlets in new york • outlet malls • individual boutiques • brand store malls like macys, bloomingdales, nordstroms

18. adidas originals store in soho, new york

19. promotion • blogs/ social media • free • lookbook.nu • tumblr • instagram • outdoor advertisement • 8 sheet poster range from $300- $750 per month • fly posting • window display • billboards • google advertisement banner ads • $15,000, 6 month cycle • new york university school newspaper advertisements • $1,000 per month for 10 months • facebook ads • $2,560, $0.64 per click • direct mail • 5,000 emails cost about $200

20. success metrics • in a ten month period: • our goal is to sell 15,000 pairs of shoes • we expect a 20% increase in our sales

21. questions???