1. adidas: eco-friendly line
yae kim
adidas: eco-friendly line

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
It has been international known for about 80 years.
Provide broad portfolio of products.
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.
People are looking to be more fit, healthy, and stylish.
A more cost efficient solution is most desired; turn it into an opportunity.
Recycled materials and advanced technology, Adidas can create a new line of products that holds true to the distinct Adidas style in a fashion appeal.
Cater to 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
shoes bought per year
most age groups tend to buy 1-3 pairs of shoes per year
only a small group of people, age group of buy more than 10 pairs of shoes
age group

6. market research: primary data
environmentally friendly shoes
majority of people are in support/wouldn’t mind buying eco friendly shoes
the fewest amount of people were not in support of the shoes

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.
Men tend to purchase more Adidas shoes than women do.
Top 25 places to shop at in New York.
Provide maximum level of comfort with aesthetic appeal.
Willing to purchase eco friendly shoes that benefit the environment, than the manufactured and processed shoes.

8. competition
nike
new balance
puma
asics

9. swot analysis strengths weaknesses
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 threats
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 trendy just the right price
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 outdoor advertisement
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 s 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???