Personal selling and sells management of adidas (chapter 17)

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Pricing Strategy and Product Range

– Everyone can purchase a pair of kicks from Adidas with its high/low price strategy. However, the brand doesn’t abuse this approach, since low prices can give rise to a perception of inferior quality. Hence, Adidas tends to maintain high prices to stoke the perception that it is a luxury manufacturer.

Deal with Social Media

 – To build a relationship of trust with their customers, Adidas actively implements social media strategy. To date, it has a strong army of followers on YouTube, Facebook and Twitter. In such a way, the company stays connected with the audience and focuses its marketing efforts towards bringing new energy to sports.

Open-Minded

 – Adidas opens its doors for every creative mind to shape and share the sports culture of the future. The brand collaborates with internationally recognized athletes and pop stars in the production of “Calling All Creators” – a promotional video boasting participation of such celebrities like Lionel Messi, Pharrell Williams, and David Beckham.

Knowing the Audience

 – In order to curate the buyers’ portrait, Adidas focuses on the cities that contribute to the largest part of the world’s GDP (gross domestic product). Such cities are London, Los Angeles, New York, Paris, Shanghai and Tokyo – all chosen to survey consumers’ perception, trends, and buying decisions.

Nike Brand Strategy Peculiarities

T(s)elling a Meaningful Story

 – Nike’s not selling a product, but an aspiration! You can rewatch its ads – virtually none are focused on the product. Instead, Nike evokes emotions using so-called “emotional branding”. Ads are intended to trigger the feeling that Nike products are the only ones that can meet the needs of the customer.