MKTG 480 - Product Development
Adidas Snowboots
Over the course of my product development class, I completed seven market-entry presentations, each centered on guiding a real company into a new market with an innovative product. My project focused on Adidas’ expansion into the snow boot market, targeting both skiing and snowboarding consumers through strategic product positioning and market analysis.
Chapter 1 - Marketing Environment and Competitve Analysis
The first presentation analyzed Adidas’ current business model and evaluated its potential entry into the ski market, including a review of key competitors and market valuation. The presentation concluded with strategic justification for why Adidas should enter this market.
Chapter 2 - Consumer Behavior
The second presentation analyzed consumer needs and preferences for Adidas’ entry into the ski market, including purchasing behavior, customer touchpoints, pain points, and the creation of a compelling value proposition.
Chapter 3 - Segmentation and Targeting
The third presentation outlined the current market landscape using demographics and market descriptors, then identified three needs-based segments. From there, it determined the primary and secondary target markets, supported by a clear strategic rationale.
Chapter 4 - Product and Brand Strategy
The fourth presentation focused on the new product strategy, outlining key features and benefits and how the products fit within the overall product mix. It also established the positioning statement and unique selling proposition, and developed a cohesive brand narrative showing how the new products align with Adidas and the previously defined target market.
Chapter 5 - Distribution Strategy
The fifth presentation explored Adidas’ distribution strategy, including the company’s current distribution approach, an analysis of competitors’ distribution strategies in the snow boot market, and the proposed new product distribution plan. The presentation concluded by showing how this strategy aligns with the primary target market.
Chapter 6 - Integrative Communications Strategy
The sixth presentation analyzed the current Integrated Marketing Communications (IMC) strategy used by Adidas and compared it to the strategies of future competitors in the ski market. It then proposed a new, enhanced IMC strategy for the snow boots that aligns with the target market and positions the brand to enter the market more competitively.
Chapter 7 - Pricing Strategy
The seventh and final presentation evaluated the current pricing strategy used by Adidas, along with competitor pricing strategies in the snow boot market. Using product cost analysis and customer value considerations, the presentation then proposed a new pricing strategy with clear rationale and demonstrated how it aligns with the primary target market.