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Adidas Original
Ju-Young Bang
Yin-Chao Liao
Iris Hsiao
Adidas Introduction
The foundation
The products
Second largest sportswear manufacturer in the world
adidas [ə'dIdəs]
Adidas Introduction
Research Objectives
How to increase the fashionable image for Adidas Original
1. Measure brand awareness2. Measure brand attitude3. Understand consumers’ decision making process for
fashionable outfits4. Understand how consumers perceive fashion5. Gauge purchasing intention for Adidas Original
Methodology
In-depth personal interviewInterviewees
Alex Andujar• 25 years old• LA
Yvonne(Mei-Chun) Liu• 25 years old• Shinchu, Taiwan
Jeffrey Magaha31 years oldWest Virginia
1. Brand Awareness
High awareness of “Adidas” Low brand knowledge of “Adidas Original”
=> Confusion Between AP & AO
Q) “Have you ever seen these three logos before?/ Could you name?”A ) “Yes / Just Adidas. I do not know the difference.”
Trendy, fashionablelaid-back, street fashion
Hip-hop
Out-Dated
2. Measure Brand Attitude
Trendy
Fashionable
Laid-back
Street fashion
Out-Dated
Hip-hop
Sportswear
2. Measure Brand Attitude
Q) “Which adjectives best
describe AO?”
A) “Trendy, stylish.. But
a little outdated..”
Trendy
Fashionable
Laid-back
Street fashion
Out-Dated
Hip-hop
Sportswear
2. Measure Brand Attitude
Q) “Could you name brands you consider as a competitor?”
A) “Reebok, Nike”
A) “Nike, New balance”
A) “Nike, Reebok”
Trendy
Fashionable
Laid-back
Street fashion
Out-Dated
Hip-hop
Sportswear
2. Measure Brand Attitude
<= Message
Delivery !
3. Decision Making Process
Casual styleSocial consciousness
Non-trend followersLow brand loyalty
Females & adsCelebrities on ads “Fit myself”Fashion designer, modelInfo. from mass media
& reference group
(+) Favorable
( ㅡ ) Unfavorable
The others
Social Perception
Attractive To Opposite Sex
Confidence
Fashion
4. How Consumers Perceive Fashion
4. How Consumers Perceive Fashion
Social Perception
Attractive To Opposite Sex
Confidence
Fashion
Q) “Being a Fashionable?”
A) “It is a way of being confident!”
A) “Social perception.. At least, people
do not think you are super outdated
and think you still fit in”
3. Decision Making Process
Casual styleSocial consciousness
Non-trend followersLow brand loyalty
Females & adsCelebrities on ads “Fit myself”Fashion designer, modelInfo. from mass media
& reference group
(+) Favorable
( ㅡ ) Unfavorable
The others
Social Perception
Attractive To Opposite Sex
Confidence
Fashion
4. How Consumers Perceive Fashion
4. How Consumers Perceive Fashion
N biei i=1
m NBJMCJ j=1
Attitude toward
Behavior
Relative weighting for importance
Subjective norm about Behavior
Intention Behavior
Social perception
Trendy, cool, fashionable, free, etc..
Theory of Reasoned Action
5. Purchase Intention
Low Purchase Intension
Q) “Would you consider AO when you shop for fashionable outfits and why?”
A) “Not really. I don’t see it much unless I go to sporty places, and I rarely go
to sporty places.”
==> Distribution
Major Problems
Confusion between
Adidas Original & Adidas Performance
Message Delivery
Distribution (Placement)
Recommendation
ProductPricePlacementPromotion
Event/PRPrint adsViral marketingStore events
Psychosocial
Consequences Attributes
Functional
Consequences Values
Others notice me
I feel like a good-looking person
Attract opposite sex
Social recognition
Self-confident
Happiness
Recommendation- Product
Means-end Chain
Recommendation- Product
Limited high-end edition co-designed by famous fashion designers.
Strengthen the fashionable image
Leverage its brand value and brand equity
Recommendation- Price
Price would remain the sameTargeting students and young professionals
Recommendation- Placement
Multi-channel Marketing
System
Sports good stores
Adidas Original specialty stores
Fashion wear stores
Locations
Newbury St.
Prudential Mall
Faneuil Hall
Recommendation- Promotion
Event/PR
Runway Fashion Show
Enhance fashion status
Influence “opinion leaders”
Recommendation- Promotion
Print Ads
Recommendation- Promotion
Viral Marketing
A story of a group of young peopleRefreshing
Fashion in various styles
Social life, relationship
Confidence
Recommendation- Promotion
Store EventsPhoto voting in the store
stylish customers + AO
Designer consultants in the store
Conclusion
Research Objectives1. Measure Brand Awareness2. Measure Brand Attitude3. Understand Consumers’ Decision Making Process4. Understand how consumers perceive fashion5. Gauge purchasing intention for Adidas Original
Conclusion
Major Problems1.Confusion between Adidas Original &
Performance
2.Message Delivery
3.Distribution (placement)
Conclusion
Recommendations1.Product 2.Distribution 3.Promotion-events, PR, print ads, viral marketing
Question and Comments?
Thank you!
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