adidas, the running shoes market

In January 2015, the adidas brand launches the new running shoes model "Ultra Boost" in New York. The event organized for this global launch brings together journalists, bloggers, people who practice sports and fashion icons. Equipped with the "Boos" sole, the new product offers a unique comfort and lightness, thus responding to the expectations of running adepts. According to the company, the new model is the"most accomplished running shoe ever developed".
With this launch, adidas intends to reinforce its presence on the highly profitable running shoes market, which enjoys a period of strong growth. In 2014, 9 million pairs of shoes are sold in France and the market value is of 405 million euros. 7.8 million French people (3.4 million of them are women) declare that they practice running at least once a month.
Considering the craze for running, adidas has decided to multiply its marketing actions in order to increase its market-share which amounts to 18.4%. Asics and Nike are the major competitors, notably on the "performance" segment, characterized by products with high added value.
Developed in close collaboration with the marketing team of adidas France, this case-study presents the marketing plan for running shoes. The case covers detailed information about the adidas group, the sport shoes market, the competitive environment, and the different segments of the running market.
The students are asked to prepare a marketing-plan for running shoes of adidas France: internal and external analysis, marketing strategy (market segmentation, target definition, product positioning) and marketing-mix (product, price, distribution and communication policies).

To learn how to elaborate a marketing plan:
- prepare the internal and external analysis,
- develop a marketing strategy (objectives, segmentation, target, positioning, sources of volume),
- understand marketing-mix decisions (product, pricing, distribution, communication).
To valid the coherence between the different parts of the marketing plan.

Market analysis, case for exams, marketing analysis, internal analysis, external analysis, product manager, marketing, B to C, B2C, Business to Consumer, consumer marketing, marketing mix, operational marketing, strategic marketing, product marketing, brand, brand image, brand strategy, marketing plan, marketing strategy, SWOT, segmentation, target, positioning, product, price, distribution, communication, competition, competitive market, sport, sports marketing, event marketing.

Business schools and universities (initial and executive education)

Sport

50 slides are available to debrief the case.

Année de la problématique : 2015

Livraison : Livraison par lien de téléchargement

Nombre de pages : 12

Temps d'utilisation : plus de 3 heures (4 à 8 heures)

Code du secteur d'activité : 92 - Activités récréatives, culturelles et sportives