Needs and Motivation

Identifying and Satisfying unfulfilled consumer needs is one of most important factors to ensure a companys survival, and growth in a highly competitive marketing environment. Thus, Adidas must understand its consumers needs and wants. Marketers in foot wear industry need to aware not only to the innate (primary) needs of consumers but more importantly consumers acquired needs which are needs that consumers learn in response to culture and environment, for example, changing in consumers lifestyle. Consumers needs can further become a motive when it is aroused to a sufficient level of intensity. Adidas is one of the top brands in promoting personal achievement. They make beautiful and memorable ads/commercials with some of the most legendary athletes in the world. Their shorts are so powerful that it is almost impossible to not get motivated. Adidas Impossible is nothing ad titled the long run featuring Muhammad Ali, his daughter Laila, Ian Thorpe, Maurice Greene, David Beckham, Haile Gebrselassie, Tracy McGrady and Zinedine Zidane. Consumer needs are following: Demand of durable shoes: Adidas shoes are of very high quality and are well famed therefore to their durability and performance. The company also provides a wide range of discount shoes that offer the buyers with an opportunity of landing on a top quality pair of adidas shoes. Urban lifestyle: Brands like Adidas provide a number of products to the buyers and this includes gym wear, sportswear, shoes or boots, bags etc. and these are things that are herve leger in superb demand today. These brands are available at various outlets and also the brand stores also. They are known for the comfort level as well as the quality they provide to the one wearing it. It is something that has become extremely popular worldwide and people from all walks of life purchase the very same. Novelties to children:

Five Performance Benefits

To be relevant to our target consumer as the performance brand, adidas has identified five consumer benefits which form the basis of the brands innovation pipeline. By serving these benefits, adidas will remain at the forefront of the industry, building brand image and allowing the brand to leverage its technologies and positioning seamlessly across categories. Faster: To help athletes be faster, adidas focuses on reducing product weight, making the lightest products on the market. The franchise will be built with the adizero platform. Already prominent in the past two years, this will continue to be a key initiative for 2012 across all major categories. Stronger: With adiPower, adidas intends to create a franchise to own power enhancement in sport. This platform includes products such as the Barricade in tennis and TechFit apparel. Smarter: Through interactive products, adidas is helping athletes and consumers of all fitness levels to be, train and perform smarter. The brand works with the best athletes and coaches around the world. Through platforms such as miCoach, adidas is taking this knowledge and making it available to every consumer, helping them to define and work towards their individual goals. Cooler: Utilizing advanced materials and technologies, these products are geared to help the athlete to always have the right temperature (cooler, warmer, wind protection, etc.). This will be served through the Clima franchise, which is already one of adidas best-known franchises around the world. Natural: Natural motion is a major trend in our industry. Drawing on our long history, experience and understanding of the shape of the foot and movement of the body, adidas is creating a new platform of products around natural motion and will tailor these products to individual sports. In 2012, adidas will continue to innovate around all five benefits, supplementing and expanding upon existing product technologies and franchises created over the past 18 months.

Personality and self

Personality traits are increasingly being studied in the context of the wide variety of consumer behavior activities, from product purchases to shopping behavioral environment. Marketers can apply consumers personality in designing its promotion and advertising. For example, Neo-Freudian personality theory directs marketers attention to the social character of consumption. Marketer scan enhance consumer attitudes towards a brand by massaging the ego and stimulating positive feelings about the self which is commonly refers to as selfesteem advertising. Sports are the first association that customers usually make with Adidas. Adidas products are known to be very durable (having been manufactured for athletes). Also, they have innovative designs for comfortable use which other competitors do not offer strongly.

Perception
Perception is being defined as the process by which an individual receives, select, and interprets stimuli to form a meaningful and coherent picture of the world (Schiffman et al.,2005). Consumer perceptions are vital to marketers and often underlie the success and failure of products in the marketplace (Hanna & Wozniak, 2001).

Communication and Persuasion

Communication plays an important role to alter people attitude toward their choices in selecting food restaurant. There is no other way to persuade and attract customer rather than effectively communicate with them using the right channel. Effective communication occurs when the receiver successfully imparts and understands the intended message that has been transferred (Robbins, Bergman, Stagg & Coulter, 2003).

Learning, Memory and Involvement

Learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior (Schiffman et al., 2005).Many marketing strategies and tactics are in fact consistent with learning theory (Peter and Olson, 1999).

Attitude
Attitude is being defined as the way consumers think and feel about and act towards some aspect of the product, company, services or brands (Neal, Quester and Hawkins, 1999).Usually, attitudes are constant with behaviors, in this case; the consumers purchase behavior toward specific incentive (Schiffman et al., 2005).

Social Class
Social class is the hierarchical categorization of people into distinct status classes (Schiffman, et. al., 2005). In regards to income, there are three major type of social classes; lower, middle and upper social class. Income directly affects people consumption behavior (Peter and Olson, 1999). Clearly, what motivate people in upper classes differ from what motivate people in middle and lower social class.

Reference group and family

Reference groups are any sets of people that provide individuals with a standpoint or perspective for evaluating or patterning their own beliefs, values, attitudes, goals or behavior .As reference groups influence buyer behaviors, businesses need to take into consideration the reference group and family in designing its marketing strategy (Hanna and Wozniak, 2001).

Culture and Subculture

Culture can be defined as a result of learned beliefs, values, and norm, lean to standardize and control people behavior and action of part of a specific civilization which exist to convince peoples needs.

RECOMMENDATION
There are some recommendations that can be proposed by Adidas in order to increase its market share. Firstly, Adidas can target new market segments, which is kids markets. This is because this market is growing rapidly now and thus there

will be a lot of potential consumer for Adidas to target. In addition, there is only Nike with its Nike Kids in this market. This means that Nike will be the sole competitor. Thus, by also targeting this market segment, Nike will lose some of its current and potential customers and Adidas will in turn have more customers. This is because consumer who has low income will most probably choose Adidas due to its lower price. As a result, Adidas market share in the industry will increase and Nikes share will decrease. Other than that, since Adidas had acquired Reebok in 2006, it can fully utilize the benefit of this acquisition to manufacture new shoes. This new shoes should be designed in such a way so that it is distinct from any other Adidas shoes. For instance, Adidas can produce a shoe which has both Adidas and Reebok logos on it. This new shoe will attract new customers as it is very unique and it has both logos from two leading company in the industry. Besides, other than attracting Adidas current consumers, it can also attract Reebok loyal consumers.