Marketing is a process that communicates the value of a certain product for purpose of selling this product. The techniques of marketing include choosing target markets, understanding consumer behavior and advertising a product’s value to customers.
Adidas group is always good at coming up with effective marketing plans. Aimed at customers with different locations, Adidas group designs various versions of advertisement to communicate its new products to meet different cultures and behaviors. At the end of 2014, Adidas marketing group decided to offer for sale the annual flagship collection — Adidas Originals ZX Flux, and afterwards the design group started to carry out this plan. This flagship collection contains the features of London, Shanghai, Tokyo, Hawaii, and Nordic area separately. For example, ZX Flux London describes the bird’s–eye view of London with green river and the embellisher of laces. The ZX Flux Shanghai describes the bird’s-eye view of Shanghai, and with wine filter effects, which brings out the obvious flavor of old Shanghai. In 2015, Adidas marketing group offered another collection of Adidas Originals Superstar “City”. This collection has six different color elements, and different color represents different cities. For example, red represents London; blue represents Paris; grey is Berlin; black is New York; purple is Tokyo, and yellow is Shanghai. Besides the colors, there are city’s landmarks printed on the heel. These collections are sold very good especially in this six cities.
Adidas Originals ZX Flux — London
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Adidas Originals ZX Flux –Shanghai
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Adidas Originals Superstar “City” –Paris
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Adidas Originals Superstar “City” –New York
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From a societal point of view, marketing is the link between the material requirements of society and its economic patterns of response. When a brand marketed a collection of your hometown, would you like to buy it? It is exactly an effective marketing plan of Adidas group. Firstly, Adidas choose these six locations as target markets because all of them have large population base, which is easy for Adidas marketing group to promote products and improve popularity throughout the whole countries. Secondly, these cities are developing fast relatively, and they have high level of consumption. On the other hand, this marketing plan helps improve the publicity of these cities. It is a kind of developing and expansion of cultures.
Here is the map:
adidas shoes commodity chain 