Essay --

Strategic Marketing – Adidas was born in Germany in 1949, and since then the brand has been synonymous with the sport world. Second only to the Nike, Adidas is a multinational company and it is spread worldwide across the whole planet. The company’s products range is very vast, from the running shoes to the watches, from football shirts and shin pads to bags and hats. The company is currently employing 46,000 people worldwide, operating on more than 46 countries. The Adidas brand is built all around passion for sports excellence and innovative design to help athletes improve their performance. As a market-oriented organisation, Adidas continuously updates and fulfils consumers’ needs in order to meet them with products and services. It is basically this focus on the audience, teamed with product and marketing innovation that plays a key role in the company’s success. Trying to keep up with endlessly changing market, I was thinking to try and launch a new product under this well-known brand name. As Adidas focuses on athletic performances, and other than clothes the firm developed only sport accessories for its customers, I was thinking that it could be a great opportunity for them to specialise in a personal Energy Drink. As the firm always had to chase the leading firm Nike, something should be done in order to gain an advantage over it. The Adidas organic Energy drink (AdiRush) may be a perfect example of something that the German organisation would have more than the American. Energy drinks normally contain large amounts of caffeine and legal ingredients such as Ginseng. Firstly developed in Asia and Europe, then introduced by Red Bull in America. Our idea was to develop an Energy drink made entirely with organic m... ... are very happy with the product we are selling. It has the nice freshness attribute that differentiates us from the rest, but still the performance is well helped by the consumption of the drink. People are also starting to drink our AdiRush also after lunch in order to keep focused and concentrated on what they have to do in the late afternoon. Some customers, mainly women, feel that a 16 Oz mini bottle is sometimes too much to finish , therefore we can start thinking of the next option of having also smaller bottles in order to meet female needs and have a choice of what volume bottle to buy. Still there are problems trying to change customer perception towards energy drinks, mainly because new results of side effects of drinking too much Red Bull are being published, therefore a sceptical feeling is affecting the market.