Fashion Marketing 7ps - 1

Fashion marketing
7 P’s of Marketing mix

1. Product:- Product is a crucial element of Marketing mix. This refer to what the
company produces in order to meet the core need of the customer. The
challenge is to create ‘bundle of benefits’ that meet the need of people. It should
be of good quality and value and branding of the product should be done nicely.
As in Adidas store the product quality is so good and they have a good variety
and a wide range of products such as footwear, apparel, accessories. In footwear
they have shoes and slippers, in apparel they have tracksuits, jackets, sports bra,
t-shirts, trousers, shorts and in accessories they have caps, gloves, bags, shocks,
etc. and not only this they have men’s wear section, women’s wear section as
well as kids section and in kids wear they also have infants clothing. But they
don’t have one thing that most of the people prefer especially runner and sports
person is sweat absorbent t-shirts. They have normal t-shirts but t-shirts with
some new features is not there.
2. Price:- This is one and only revenue generating element of the marketing mix- all
other marketing activities is about cost. So it’s important to get the right price to
not only cover the cost but also generate profit. Before setting the price there a
need for research about customers that what customers are willing to pay for
that particular product and gain an understanding of the demand for that
product&service in the market. As price is a strong indication of the positioning in
the market. Price should be reasonable so that customer will be able to pay for it
as in Adidas they have reasonable price and so that middle class people can also
afford it.
3. Place:- Place plays a very important role in the marketing mix, either it’s a
physical store or a digital one it don’t matter but what matters is how well that
place looks and for physical store in what area it is located. The store should be
located in clean andpopulated area but not in traffic area. As Adidas store is
located in Hazratganj, that place is known as the main shopping center of
Lucknow and the location is very neat and clean. The store also looks so good
from outside with its brand name on the top of it attracting people’s attention.
4. Promotion:-Promotion in our marketing mix is all about communicating

message to customers, whichever stage they are in the buyers journey, to
generate awareness, interest, desire or action. Successful marketing strategies
include all the promotional activities including advertising, direct marketing and
instore promotional activities. Adidas don’t do any advertisement itself they rely
on the brand for the advertisement activity. And also for their regular customers
they don’t do much to make them feel special.
5. People:-From the consumers prospective, company’s people is the face of the

organization as they are the one who interacts with the customer and built a
relation with the customers. So they should have proper manner, physical
appearance and helping nature. And in Adidas store people and staff is very
lenient, kind, helpful, sophisticated and in proper manner. They manager of the
store is also very lenient and helpful and he was looking very sophisticated and
well mannered.
6. Process:-There are so many process involved in it. From selling the product to
returning it there is a so many process are there. So it should be efficient, smooth
and customer friendly. And in Adidas store they are providing smooth selling and
returning processbut they are not providing alteration service of the product to
their customers. Gift card facility for
7. Physical evidence:-Physical evidence provides tangible cues of the quality of

experience that a company is offering.Every purchase comes with some proof
such as thank you note, receipts, confirmation emails and other touches that go
along with a sale that have your company’s information. These things makes an
impression as well, and Adidas store is providing receipt on the sale having price
of the product and company’s information on it.
Adidas bought Reebok for $3.8 billion in 2006 to help compete with arch-rival Nike (NKE. N), but its Slow
performance prompted repeated calls from investors to sell the U.S. and Canada focused brand.
Adidas Group Brand portfolio – Adidas, Reebok, TaylorMade Adidas Golf, Rockport, CCMHockey
Partnership with Porches.
To keep costs down, the company outsources almost all of its production to independent
manufacturing partners, the majority of which are located in Asia
3 Bars Shape formed in 1997 which represents a mountain indicating challenges to be faced and goals to
be achieved.
Adidas Original - a brand of a line of casual and sportswear created by German multinational
corporation Adidas. It consists of a heritage line, specializing in athletic shoes, t-shirts, jackets, bags,
sunglasses and other accessories. It was designed to focus on the Brands earlier designs which
remained popular.
 World’s first smart shoes with microchip
 Hot melt system in product

Global category priorities
Global category priorities – Original
Impos
sible is nothing campaign
Facts, figures and data (all as at December 31, 2018)
• 1949: The company “Adolf Dassler adidas Sportschuhfabrik” is entered in the commercial register and
adidas is launched, with 47 employees
• 1954: Germany win the World Cup, with innovative adidas football boots
• 1967: The product range is expanded to include apparel and balls
• 2001: The first adidas Originals Store for lifestyle products opens in Berlin
• 2019: adidas closes the 2018 business year with more than 57,000 employees and sales of just under €
22 billion.
https://www.nasdaq.com/news-and-insights
https://www.adidas-group.com/en/
Adidas (2018). Footwear details retrieved from The Ridgewood Avenue Journal:
https://ridgewoodavenuejournal.blogspot.com/2013/06/footwear.html
Adidas. (2015). PRODUCT CREATION.
Retrieved from Adidas:
http://www.adidas-
group.com/en/sustainability/products/
product-creation/
Adidas. (2015). PRODUCT
CREATION. Retrieved from Adidas:
http://www.adidas-
group.com/en/sustainability/products/
product-creation/
Adidas. (2015). PRODUCT CREATION. Retrieved from Adidas:
http://www.adidas-group.com/en/sustainability/products/product-creation/
adidas-group. (2015). PROFILE. Retrieved from adidas-group:

http://www.adidas-group.com/en/group/profile/

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Fashion marketing

7 P’s of Marketing mix

4. Promotion:-Promotion in our marketing mix is all about communicating

5. People:-From the consumers prospective, company’s people is the face of the

7. Physical evidence:-Physical evidence provides tangible cues of the quality of

Partnership with Porches.

 World’s first smart shoes with microchip

 Hot melt system in product

• 1967: The product range is expanded to include apparel and balls

adidas-group. (2015). PROFILE. Retrieved from adidas-group:

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