Adidas Energy Boost 4p's

In: Business and Management

Submitted By LesegoMotene
Words 859
Pages 4
4. Marketing Plan
4.1 Product Plan
Our new product: The Adidas Energy-Boost; is a groundbreaking innovation in cushioning. It provides more energy return than any other foam cushioning material in the running industry, combining soft comfort with responsive energy for the ultimate running experience. In the heat, in the cold and after countless kilometers, it performs more consistently and doesn’t lose its cushioning properties.

The mid-sole of the shoe is made out of small individual energy capsules which provides cushioning while storing and releasing energy more efficiently. The foam is designed to be durable under all conditions. The upper part of the shoe uses TECHFIT technology (durable elasticated material) with power bands engineered to stabilise your foot as it moves without compromising comfort. A soft mash inside the shoe is designed to fit like a sock.
The design of the shoe addresses the “need for speed” and fights fatigue, to improve endurance and increase energy. The running shoe will be available in four colours black, pink, green and grey, and will be positioned in the market as a premium running shoe.
The current South African market for running shoes is broad and versatile. The target market comprises of both male and female of LSM 7-9. They are concentrated in urban areas and within the age group of 18 - 40. These individuals are health conscious and do not mind spending to improve on their health. It would appeal to physically active people and runners at all levels; both professional and casual. This target market is brand loyal and would rather spend their money on their preferred brands rather that less expensive alternatives.
The table below represents competitor products that are currently available on the market have been identified as as direct competition for the Energy-Boost shoe: Product 1: Nike Flyknit Lunar1+ | Product 2:…...

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