answer:Slide 4: Market Positioning (Criteria ii) - Overview of the adidas brand's market positioning Adidas occupies a prominent position in the sports and athleisure market, targeting consumers who prioritize performance, innovation, style, and sustainability. As one of the top sportswear and footwear brands globally, adidas competes against well-established players such as Nike, PUMA, and Under Armour, as well as newer entrants like Lululemon and premium fashion collaborations (e.g., Louis Vuitton × Nike). Adidas positions itself as a brand that supports athletes at all levels, from grassroots to professionals, and consumers seeking fashionable, functional, and sustainable products for sports and leisure. Over the years, adidas has maintained a strong presence in key sports categories, such as football, running, and basketball. It has also diversified into lifestyle wear, designer collaborations, and niche markets such as skateboarding, outdoor activities, and various fitness niches. Adidas' market position is further strengthened by leveraging innovative technologies, such as Boost cushioning and Primeknit uppers, and engaging in various sustainability initiatives, including the use of recycled materials and partnerships with Parley for the Oceans and Allbirds. - Analysis of competitors in the market landscape Adidas' primary competitors in the global sports and athleisure market include: 1. Nike: The market leader in sportswear and athletic footwear, Nike focuses on a blend of performance, style, and brand appeal. Nike is known for its strong marketing capabilities, athlete endorsements, and innovative product designs. 2. PUMA: Founded by adidas founder Adi Dassler's brother Rudolf, PUMA competes in similar categories as adidas, with a focus on performance, innovation, and style. However, PUMA occupies a slightly lower price range and targets younger consumers. 3. Under Armour: A challenger brand specializing in performance wear and innovative technologies, Under Armour has gained popularity among athletes and fitness enthusiasts. However, it has struggled in recent years to appeal to broader lifestyle and fashion-conscious consumers. 4. Lululemon: Originally focused on yoga and women's activewear, Lululemon has expanded into men's apparel and broader athleisure categories. Lululemon’s appeal comes from its alignment with wellness trends and its high-quality, comfortable, and fashionable products. 5. Fashion Collaborations: High-end fashion brands collaborating with sportswear companies (e.g., Louis Vuitton × Nike or Gucci × North Face) present competition from a style and exclusivity standpoint, but their high price points and limited availability make them less accessible for the average consumer. - Differentiation strategy for the value proposition Adidas differentiates itself from competitors primarily through product innovation, collaborations with influential designers and celebrities, and sustainability initiatives. These unique selling points create a compelling value proposition for the adidas brand: 1. Product Innovation: Adidas invests significantly in research and development to create cutting-edge technologies and designs that enhance athletic performance and comfort. Examples include Boost cushioning, Primeknit uppers, and Futurecraft 4D printed midsoles. These innovations differentiate adidas from its competitors by offering superior performance and a distinct look. 2. Collaborations: Adidas has leveraged high-profile partnerships with designers and celebrities to create buzz and excitement around the brand. Kanye West's Yeezy line, Yohji Yamamoto's Y-3, and Pharrell Williams' collaborations all contribute to the brand’s fashion-forward image and provide unique offerings that captivate consumers and elevate the brand's cachet. 3. Sustainability: Adidas is an industry leader in sustainable practices and eco-friendly product offerings. From manufacturing processes to recycled materials, adidas goes the extra mile to showcase its commitment to the environment. Examples include the Ocean Plastic shoes made in partnership with Parley for the Oceans and the ZeroDye system that significantly reduces water and energy consumption during product manufacturing. - Frameworks to support analysis To better understand where adidas sits alongside its competitors and the factors that contribute to its market position, you can use frameworks such as: 1. Perceptual Mapping: This technique can help visualize how consumers perceive different brands based on dimensions such as innovation, price, quality, and sustainability. By mapping adidas and its competitors on these dimensions, you can discern the brand's relative strengths and weaknesses. 2. BCG Growth-Share Matrix: This model compares the market share and growth potential of product categories in the adidas portfolio. It can help understand which product lines are the most important for adidas and which ones have room for improvement and investment. In conclusion, this slide demonstrates adidas' strong market positioning within the sports and athleisure market. Adidas differentiates itself from competitors through constant innovation, unique collaborations, and a robust commitment to sustainability. However, it is essential for adidas to continuously evaluate its value proposition, stay ahead of industry trends, and watch its competitors to maintain its leading position in the global sports industry.

answer:Slide 5: Customer Perception (Criteria iii) - Overview of customer perception of the adidas brand Adidas is widely perceived as a leading sportswear brand that combines performance, quality, and style. Its innovative product offerings, designer collaborations, and athlete endorsements contribute to its strong reputation and appeal among consumers of all ages and activity levels. Adidas has a global brand presence and appeals to a diverse customer base, from professional athletes to sports enthusiasts and those seeking fashionable athleisure wear. The brand is also recognized for its commitment to sustainability, which resonates with environmentally conscious consumers. Overall, the adidas customer perception is characterized by a balance of performance, style, and sustainability. - Analysis of social media, online comments, and customer surveys To better understand customer perception of the adidas brand, we can analyze various data sources, including social media sentiment, online reviews and comments, and customer surveys. This analysis can help identify recurring themes and common opinions regarding the brand. 1. Social Media Sentiment: Analyzing brand engagement and customer sentiment on social media platforms, such as Instagram, Facebook, Twitter, and YouTube, can provide insights into consumer opinions, preferences, and concerns. Key findings could include: - Product-related comments: Customer feedback might focus on the performance, design, and quality of adidas products (e.g., the boost technology, stylish collaborations with designers, and overall fit and comfort). - Brand Attributes: Consumers might associate adidas with innovation, quality, and sustainability, and share their views on how these values influenced their purchasing decisions. - Customer Experiences: Consumers may discuss their interactions with the brand in-store and online, including experiences with customer service. - Events & Partnerships: Social media reactions to new product launches, celebrity endorsements, and sports event sponsorships (e.g., FIFA World Cup) can help gauge the effectiveness of these marketing efforts. 2. Online Reviews and Comments: Reviewing comments and ratings on e-commerce platforms, such as Amazon and Zalando, can offer insights into customer satisfaction levels, product performance, and areas for improvement. Key findings might include: - Product Quality: Reviews may reveal satisfaction with product durability, comfort, and performance, as well as any concerns about sizing, manufacturing defects, or color discrepancies. - Customer Service: Consumers might mention experiences with the return process, order fulfillment, or customer support, which can highlight adidas' strengths or identify areas requiring improvement. - Comparisons with Competitors: Consumers may provide comparative insights on adidas products vis-à-vis competing brands, such as perceived differences in pricing, design, and performance. 3. Customer Surveys: By conducting customer surveys, adidas can gain valuable insights into customer preferences, needs, and opinions, including: - Likelihood to Recommend: Measuring Net Promoter Scores (NPS) can help gauge brand loyalty and the likelihood of customers recommending adidas to friends and family. - Brand Perception: Survey questions can assess how customers associate various attributes (e.g., innovation, style, sustainability) with the adidas brand compared to competitors. - Purchase Considerations: Understanding key factors influencing customers' brand and product choices can provide adidas with insights to refine its positioning and strategies. - Key insights and takeaways After analyzing customer perception data from social media, online reviews and comments, and surveys, several key insights and takeaways could emerge: - Strengths: adidas is well-regarded for its innovative products, stylish designs, and commitment to sustainability. Its collaborations with designers, celebrities, and athletes enhance its cachet and appeal to a diverse range of customers. - Improvement Areas: Customer feedback may highlight specific issues to address, such as sizing inconsistencies and limited availability of popular products. Addressing these concerns could further bolster adidas' reputation for quality and customer satisfaction. - Opportunities: Understanding customer preferences and identifying gaps in the market can help adidas develop new products, service offerings, or marketing campaigns to better resonate with existing and potential customers. In conclusion, this slide on customer perception highlights the importance of understanding customers' thoughts, feelings, and preferences regarding the adidas brand. By regularly monitoring and analyzing feedback from various sources, adidas can continue to build stronger connections with its customers, capitalize on its strengths, and address areas of improvement to reinforce its position as a leading global sportswear brand.

answer:Slide 6: Emerging Trends (Criteria iv) - Overview of emerging market trends relevant to the adidas brand To maintain its position as a leading player in the sports and athleisure market, adidas must stay ahead of industry trends and seize opportunities that align with its core values and business objectives. Key emerging trends that the adidas brand could capitalize on include: 1. Acceleration of e-commerce and direct-to-consumer retail channels 2. Greater focus on sustainability and ethical production 3. Increasing demand for functional and versatile athleisure wear 4. Growing emphasis on health, wellness, and mental well-being 5. Technological advancements in product design and manufacturing 6. Virtual and digital experiences replacing traditional physical events - Analysis of trend potential and opportunities for the brand 1. Acceleration of e-commerce and direct-to-consumer retail channels: The rapid growth of online shopping, especially during the COVID-19 pandemic, has emphasized the importance of a strong digital presence and seamless e-commerce experience for consumers. Adidas can capitalize on this trend by investing in digital marketing, enhancing its website and mobile app, implementing technologies such as augmented reality for virtual try-ons, and offering personalized shopping experiences to build customer loyalty. 2. Greater focus on sustainability and ethical production: With consumers becoming more environmentally conscious and seeking ethical brands, adidas has the opportunity to expand its range of sustainable products, improve transparency across its supply chain, and communicate its commitment to eco-friendly practices. Initiatives like Parley for the Oceans and partnerships with fellow sustainability-driven businesses like Allbirds are prime examples of this trend. 3. Increasing demand for functional and versatile athleisure wear: The popularity of athleisure wear – blending comfort, performance, and style – continues to grow, as people seek versatile clothing suitable for both sports and casual settings. To capitalize on this trend, adidas can develop and expand its range of fashionable, functional, and comfortable apparel catering to various sports, fitness activities, and everyday occasions. 4. Growing emphasis on health, wellness, and mental well-being: As consumer focus shifts to holistic wellness, incorporating mental and emotional health alongside physical fitness, adidas has the opportunity to develop products, services, or marketing campaigns that support overall well-being, such as apparel designed for relaxation or mindfulness practices, stress-reducing materials, or wearable technology that tracks mental health data. 5. Technological advancements in product design and manufacturing: Advancements in materials, manufacturing processes, and wearable technology offer opportunities for adidas to develop innovative, cutting-edge products that elevate athletic performance, enhance comfort, and minimize environmental impacts. By staying at the forefront of these advancements, adidas can ensure its continuing relevance and appeal to performance-driven consumers. 6. Virtual and digital experiences replacing traditional physical events: As traditional live events are increasingly replaced or supplemented by digital experiences, adidas can leverage technologies like virtual reality or gamification to engage consumers, host virtual product launches, and offer online fitness programs that cater to a broader audience. - Rationale behind choosing specific trends to focus on An effective approach to selecting trends to focus on involves analyzing each trend's alignment with adidas' core values, target market, and strategic objectives, as well as its potential for growth and long-term sustainability. By prioritizing trends that support its mission to be the best sports company in the world and resonate with its customers' evolving preferences, adidas can optimize the likelihood of successful exploitation and long-term success. In conclusion, this slide highlights emerging market trends that hold potential opportunities for the adidas brand to capitalize on. By aligning its business strategies with these trends and continually monitoring evolving consumer preferences, adidas can maintain its competitive edge in the sports and athleisure market and support its ongoing mission to provide the best products and experiences for its customers globally.

answer:Slide 7: New Sub-Brand Introduction (Criteria v) - Introduction of the new sub-brand idea Considering the analysis of adidas' market positioning, customer perception, and emerging trends, the introduction of a new sub-brand, "adidas Mindful" can be proposed. adidas Mindful focuses on combining performance, comfort, and style with mental well-being, mindfulness, and relaxation, resulting in a product line that caters to the growing consumer demand for holistic wellness and self-care. This sub-brand will target consumers who prioritize mental health and well-being in conjunction with physical fitness, seeking products that support their mindfulness practices, stress relief, and overall wellness. - Overview of key value-proposition and future positioning The key value proposition of adidas Mindful revolves around four main aspects: 1. Materials: adidas Mindful products will utilize high-quality, sustainable, and innovative materials designed to enhance mental well-being, such as soft, breathable fabrics, moisture-wicking properties, and stress-relieving textures. 2. Designs: With a focus on soothing colors, unique patterns, and versatile styles, adidas Mindful will offer designs that promote relaxation and mental well-being, suitable for both fitness activities and lounging at home. 3. Technology: By incorporating wearable technology, products within adidas Mindful can help users track and improve their mental health – for example, through heart rate variability monitoring, sleep tracking, or mindfulness activity recommendations. 4. Partnerships: adidas Mindful will collaborate with dedicated organizations and experts in mental health, mindfulness, and wellness to create engaging experiences, content, and educational resources for the growing health-conscious consumer base. For future positioning, adidas Mindful will be established as the go-to-choice for consumers seeking to combine athletic performance with mental well-being. The sub-brand's unique offerings and marketing strategy will emphasize the interconnected nature of physical and mental health and offer a distinct value proposition that sets adidas apart from competitors in the sports and athleisure market. - Integration with trends around technology, social, sustainability, and consumer preferences Adidas Mindful will integrate with key market trends and evolving consumer preferences in the following ways: 1. Technology: By incorporating wearable technology and online experiences, like virtual reality-guided meditation sessions, the sub-brand aligns with the increasing digitization of the fitness and wellness industries. 2. Social: Collaborations with influencers, mental health professionals, and well-being-focused organizations will promote a broader conversation around mental health and well-being on social media and online platforms. 3. Sustainability: Develop products with eco-friendly materials and ethical manufacturing practices, in line with adidas' existing commitment to sustainability and meeting consumer demand for green products. 4. Consumer Preferences: Recognizing the growing interest and demand for holistic wellness, adidas Mindful offers a unique product line that caters to health-conscious consumers prioritizing mental well-being in addition to physical fitness. - Gap in the market that the sub-brand fills Adidas Mindful addresses the gap in the market for sportswear and athleisure products specifically designed to enhance mental well-being and relaxation, in addition to athletic performance. As the focus on holistic wellness grows, existing sportswear brands have yet to establish a dominant presence in this niche. Adidas can leverage its market positioning, reputation for innovation, and sustainability efforts to create a unique and compelling sub-brand that caters to this burgeoning consumer segment. In conclusion, the introduction of the adidas Mindful sub-brand seeks to capitalize on the growing trend of holistic wellness, combining performance, style, and mental well-being in one cohesive, targeted product offering. By filling a gap in the sports and athleisure market and aligning with key market trends and consumer preferences, adidas Mindful can establish a strong foothold in the wellness space and contribute to the overall growth of the adidas brand.