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MiAdidas - An Introduction

To optimize marketing, any organization should recognise, anticipate and fulfil customer requirements and through exchange relationship, organization will then satisfy the needs or desires of its consumers (Chartered Institute of Marketing, Dibb et al.). Mi Adidas products embodies the fundamental rule of Marketing in which customers are allowed to design shoes, clothing and accessories in accordance to their personal taste.

The whole journey of creating their own products not only offers customer a unique experience but most importantly it allows Adidas to deliver specifically what is wanted by each individuals. This product not only appeals to higher end consumers such as celebrities or athletes but this experience is also accessible to everyday people to add in their own ‘je ne sais quoi’ through their chosen products.

This innovative products is mainly targeting consumers from US and UK but certain sub-products like Mi ZX FLUX are also available in European countries like Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Spain & Sweden.

How MiAdidas Helps the Buyer Decision-making Process

To accommodate to the expected buyer decision-making process, MiAdidas provides all the tools to support the needs of its consumers including an official website with heaps information about the products, design application software; also known as “The Power Configurator” to cater to all sorts of design work. Lastly, MiAdidas also includes tutorial videos on how to go about designing a product.

Riding on today’s advanced technology to the fullest, MiAdidas also promotes social media and consumer-to-consumer communication so that information sharing can be amplified efficiently. And that does not stop there as MiAdidas creates a platform for customers to rate their received products through real-time ratings in their website. Thus, providing end-to-end supports that enables a complete buyer decision-making process (Dibb et al. p.152, 169-171)

MiAdidas Influencing Factors on Buying Behaviour

1) Demographic

The Adidas’ customers come from various parts of the world and differ from one another in characteristics. MiAdidas answers to various needs of its consumers in all area with an affordable range of prices. This product covers various styles, colours and designs to cater to all sorts of customers by gender, age and preference.

2) Situational

Consumers will have different state of mind depending on their current situation. Understanding that circumstances, MiAdidas allows customers ample time to consider all options while designing their own shoes and even if a pair of shoes has been successfully designed, customers will still have the choice to hold the purchase until a certain decision is made.

3) Motivational

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MiAdidas rides on the opportunity to creatively design personalized Adidas items as an additional motives to customers with basic needs of a quality sport shoes. For an additional £20-£30, customers are enable to choose and optimise personalisation to get their very unique design and the items will be delivered to their doorstep free of charge (for selected MiAdidas items only).

4) Personality

Consumers’ personalities tend to influence their preferred types or brands and MiAdidas offers the opportunity for its customers to put their own unique stamp on Adidas products of their choice. Different individuals would have different idiosyncrasies and by offering the consumers total control in the creative design process, MiAdidas allows its customers an engaging experience of showing their individualities through this product customisation process.

5) Reference Groups

With a user-friendly design application software, MiAdidas offers a way for individuals to share their personalise design to get validation from their reference groups via social networks. From individual creative project, this can be escalated to a team-based designing projects where everybody can have their matching MiAdidas shoes.

6) Cultures & Sub-cultures

How we decide or choose a products mostly depends on what society perceives of us. Our surroundings influenced our buying decision (Dibb et al p.168). MiAdidas understands the diversity of the world’s culture and through customisation of products, it allows each individuals to have the freedom to represent their respective cultures.

And by using athletes and celebrities as brand ambassador, MiAdidas creates its own cult followers just by simply connecting to people’s major tendency in terms of colours and designs.

References:

Dibb et al 2012 6th Edition Marketing Concepts & Strategies p.1, 145-172

Web sources:

http://www.adidas-group.com/en/group/stories/entrepreneurial-lessons-founder-adidas/

http://www.adidas.co.uk/customise

http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx

MBA GROUP A9 – CLASS OF 2014/15Ida Rahayu Dean Binti Kamarudin (1451663) Saint-Moncharat Jittrattanaphong (1460475)Dome-Naratip Chaiyasoot (1457554) Boss-Possawat Phongnetwilai (1457362)Ma Yue, Vivian (1408813) Asif Karim (1473595)

http://uk.complex.com/sneakers/2014/03/adidas-originals-goes-all-out-vibrant-on-zx-flux-multicolor

http://www.engadget.com/2014/05/16/mi-adidas/

http://readwrite.com/2011/04/15/user-customized-products-future-of-business