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a little outdated..”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do not think you are super outdated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

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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!