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Introduction:.....................................................................................................................................2

 Adidas in Vietnam:..............................................................................................................2
 Adidas in its beginning days: ..............................................................................................2
 Adidas’ Marketing mix (4P) strategies: ..............................................................................3

Factors effect the brand: ..................................................................................................................4

Persona: ...........................................................................................................................................5

Summary: ........................................................................................................................................7

References: ......................................................................................................................................7

1. Introduction:

A country that loves sports, particularly football, such as Vietnam, is constantly welcome sport
accessories. Footwear companies such as Adidas, Nike, and Puma have been around for decades.
Because adidas is one of the most popular brands, it is trusted and appreciated by a wide range of
individuals of all ages and styles. This project aims to provide a precise report on Adidas'
strategy, marketing, and image, among other things.

2. Adidas in Vietnam.

Adidas in its beginning days:

The Adidas Group is organized into four sections, according to Hitesh Bhasin (2018): Adidas is
the company's own brand, which offers athletic clothing and footwear. Reebok, the company that
has surpassed Adidas as the group's most successful business, Rockport - a comparable brand to
the first two that sells footwear, accessories, and outdoor clothing, among other things. Taylor, a
manufacturer of clothes, golf equipment, and sporting goods, is the final one.

The focus of this research will be on the company's own brand, Adidas.
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Adidas first stepped foot in Vietnam in 1993, but it wasn't until 2009 that it formally established
Adidas Vietnam, a 100% foreign-owned subsidiary of Adidas International B.V. After just two
years, it has established 50 stores around the country, employing 80,000 people. (Vietnamnet
2014). In Vietnam, Adidas has few rivals, which helps to explain why it has earned more than $1
billion by early 2012. However, the sportswear company has consistently reported losses over
the years, owing to high expenditures that have not been offset by increased sales. Adidas
eventually resolved the issue, although company profits in the early days were affected by
certain calculating errors.

Nowadays young generation of Vietnamese are more familiar with Adidas,

Adidas’ Marketing mix (4P) strategies:

Product:

Core product: Adidas offers a wide range of items, including clothing and shoes, and they strive
to create distinctive styles and forms that reflect their power and athleticism, the company
always seek for the ways to make their products comfortable in every state of activities. The firm
sells a variety of athletic accessories in addition to clothing and shoes to satisfy the needs of
customers. (HBR 2020)

Actual product: the company always seek for the ways to make their products comfortable,
stylist in every state of activities. They claim to test strictly apply physical, chemical product
safety and conformity standards across all brands of the company. Not just normal materials now
they also seek for the materials to make Adidas’s products more environment friendly. (Adidas
2018). Furthermore, the firm aspires to deliver a blend of technology and stylistics, with the goal
of making their goods seem youthful and fashionable.

Augmented product: Adidas shows its appreciation for its consumers by offering discounts
ranging from 10% to 50% off. People may join up for events and receive discounted tickets on
important occasions. Orders above 1.300.000 VND will be delivered for free, and if there are any
errors in the shipment, such as the wrong item or a broken item, they will replace the item or
accept a refund if the buyer keeps the tags and the original packaging. If consumers have any
questions or concerns regarding how to order or else, the team is available online or offline from
9 a.m. to 9 p.m. (Adidas Vietnam 2020).
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Pricing:

According to Hitesh Bhasin (2018), Adidas uses skimming pricing for their products since they
cater to the upper middle class and upper end of the market. For example, when it comes to
clothing, Adidas raises the price to compete with competitors such as Puma and Nike.
Furthermore, having a high price enhances their image since people feel that the greater the
price, the better the goods. This is why Adidas' prices are rarely reduced.

Place:

Adidas makes its own materials for their goods, which they subsequently sell in a variety of
ways. The items can be purchased directly from the brand's website, retailers, or online
middlemen, distributors, and showrooms. Because they have complete control over every phase
of the process, they have a thorough understanding of their products and where to market them,
which boosts their revenues. (Hitesh Bhasin 2018)

Promotions:

Adidas is highly astute because they recognize the value of advertising; they have a marketing
content team, and all of their employees are creative and young. As a result, their adverts were
seen by clients of all ages. Aside from the commercials, their catchphrase is also impressive:
"Impossible is nothing." Displays the brand's strong stance.

Adidas uses pictures of great players such as Lionel Messi, Ronaldinho, Sachin Tendulkar, and
others in their advertising not just in Vietnam but across the world. They support a number of
well-known sports teams. All of the tactics work together to give Adidas a powerful, well-
known, and sporty image. (Hitesh Bhasin 2018)

Factors effect the brand:

Macro factors effect Adidas:

We cannot say enough about how Covid 19 is affecting the economy; of course, Vietnam is one
of the countries affected by the crisis, which means that Vietnamese are hesitant to pay a high
price for a luxury brand at this time while Adidas offers its items at a high price. The loss of
income and the time spent waiting for Vietnam to return to regular life are endangering the
brand's return, since customer habits might shift over time. (Pisani & Lupoi 2020)
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Another factor that might affect Adidas' revenues is the fact that Vietnam's population is aging.
Older people are more likely to keep to tradition when purchasing things and are less eager to
spend money on brands. In the near future, this might provide an issue in terms of business and
advertising. (Thái An 2020)

Micro factors effect Adidas:

Adidas is a very powerful brand since they control the whole manufacturing process from raw
materials to finished goods, however they are having some difficulties in Vietnam. First,
Vietnamese have a tendency of shopping in stores because they want to know the quality or at
the very least try it on before they buy. Fewer Vietnamese opt to buy luxury products online
because they want to make sure the thing they buy is decent. This isn't usually a major concern,
but in the case of Covid 19, few people will risk their health by visiting to the shop while also
refusing to buy from the online site. Losing stores, distributors, showrooms... which are the main
seller of their products, Adidas is struggling to overcome this dilemma, as a lot of stores are
forced to close owing to the lockout and the loss of income. (My 2021) While focusing on the
bad aspects of the situation, it is also an opportunity for Adidas to develop a new marketing plan
to influence Vietnamese purchase patterns, as well as a lesson on how to react to unexpected
developments.

Persona:

Adidas' target customers are young adults, adults, and children between the ages of 13 and 40
who have a passion for sports, and who, of course, can afford to pay a high price for the items to
show their style and characteristics. These customers are from the upper middle class or luxury
class who can afford to pay for the items to show their style and characteristics. (Hitesh Bhasin
2018).
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Recognition the brand is making to gather target customers:

Adidas built the advertising with its slogun: "Impossible is nothing," since they are targeting
young people to buy their products in order to develop an energtic, sporty, and powerful image.

Link: https://youtu.be/gK8hSeQ4bFU

The film tells a powerful narrative of a little boy's sports love and persistence. It successfully
persuades the persona to purchase this new shoe product by displaying fashion, energtic, sport,
fashionable appearance, and an emotional tale in the advertising.

Summary:

We discovered how a huge company manages to develop its image as an energentic, sporty,
enthusiastic brand after analyzing Adidas from several angles. With all of its marketing methods
and goals, Adidas has been a part of fashion and athletic history and will continue to be. This
concludes our investigation on Adidas' presence in the Vietnamese market.

Reference list:

Adidas 2018, Product and Consumer Safety, Adidas-group.com, viewed 23 October 2021,
<https://www.adidas-group.com/en/sustainability/products/product-and-consumer-safety/>.

adidas 2021, adidas | Impossible Is Nothing - Trae Young, www.youtube.com, viewed 23

Adidas Vietnam 2020, adidas Official Website | adidas VN, adidas Vietnam, viewed 24 October

HBR 2020, CHIẾN LƯỢC MARKETING CỦA ADIDAS - THƯƠNG HIỆU GIÀY THỂ THAO
HÀNG ĐẦU THẾ GIỚI, Hbr.edu.vn, viewed 23 October 2021,
<https://hbr.edu.vn/marketing/chien-luoc-marketing-cua-adidas-thuong-hieu-giay-the-thao-hang-
dau-the-gioi.html>.

Hitesh Bhasin 2018a, Marketing mix of Adidas, Marketing91, viewed 23 October 2021,
<https://www.marketing91.com/marketing-mix-adidas/>.
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― 2018b, Marketing strategy of Adidas - Adidas marketing analysis, Marketing91, viewed 24

My, T 2021, Covid-19 : Đóng cửa quá lâu, Việt Nam mất nhiều ‘khách sộp’, RFI, RFI, viewed
23 October 2021, <https://www.rfi.fr/vi/%C4%91i%E1%BB%83m-b%C3%A1o/20211009-
covid-phong-toa-viet-nam-mat-khach-dau-tu>.

Pisani, N & Lupoi, O 2020, Adidas how to keep running fast in a post-covid-19 world? | Case
study, IMD business school, viewed 24 October 2021, <https://www.imd.org/research-
knowledge/case-studies/case-studies/Adidas-how-to-keep-running-fast-in-a-post-covid-19-
world/>.

Thái An 2020, Dân số Việt Nam đang già hóa với tốc độ nhanh chưa từng thấy,
tapchibaohiemxahoi.gov.vn, viewed 23 October 2021, <http://tapchibaohiemxahoi.gov.vn/vi/tin-
chi-tiet-dan-so-viet-nam-dang-gia-hoa-voi-toc-do-nhanh-chua-tung-thay-
3c268b40.aspx#:~:text=%C4%90%E1%BA%B7c%20bi%E1%BB%87t%2C%20k%E1%BA
%BFt%20qu%E1%BA%A3%20T%E1%BB%95ng>.

Vietnamnet 2014, Adidas Vietnam records losses after years of doing business in VN - News
VietNamNet, english.vietnamnet.vn, viewed 23 October 2021,
<http://english.vietnamnet.vn/fms/business/111510/adidas-vietnam-records-losses-after-years-of-
doing-business-in-vn.html>.

Zigu 2011, Adidas Marketing Mix (4Ps) Strategy | MBA Skool-Study.Learn.Share., MBA Skool-
Study.Learn.Share., viewed 24 October 2021,
<https://www.mbaskool.com/marketing-mix/products/17006-adidas.html>.