Table of Contents

I. BUSINESS SUMMARY............................................................................................................. 4
1. Our Company .......................................................................................................................... 4
2. SWOT Analysis....................................................................................................................... 4
II. NEW PRODUCT ....................................................................................................................... 7
1. Name Introduction................................................................................................................... 7
2. Product Description ................................................................................................................. 8
III. BUSINESS INITIATIVES ....................................................................................................... 8
1. Initiative 1: Impressive appearance on Adidas media channels (Branding campaign) ........... 8
2. Initiative 2: Product experience for Adidas customers ........................................................... 9
3. Initiative 3: Invest in Out of home (OOH) advertising campaigns ......................................... 9
IV. TARGET MARKET ............................................................................................................... 10
1. Industries ............................................................................................................................... 10
2. Buyer Personas ...................................................................................................................... 10
3. Competitive Analysis ............................................................................................................ 11
V. MARKET STRATEGY ........................................................................................................... 14
1. Product .................................................................................................................................. 14
2. Price....................................................................................................................................... 14
3. Promotion .............................................................................................................................. 15
4. Place ...................................................................................................................................... 15
5. People .................................................................................................................................... 15
6. Process ................................................................................................................................... 16
7. Physical Evidences ................................................................................................................ 16
VI. BUDGET ................................................................................................................................ 17
VII. MARKETING CHANNELS ................................................................................................. 17
1. Webinars................................................................................................................................ 17
2. Instagram ............................................................................................................................... 18
3. Facebook ............................................................................................................................... 19
VII. MARKETING TECHNOLOGY ........................................................................................... 19
1. Marketing CRM .................................................................................................................... 19
2. Email marketing software ..................................................................................................... 20
 3. Marketing automation software ............................................................................................ 20
4. Advertising/Social media/video hosting ............................................................................... 21
VIII. REFERENCES..................................................................................................................... 22

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I. BUSINESS SUMMARY

1. Our Company

Adidas is a German multinational corporation, incorporated and headquartered in Germany;

specializes in the design and manufacture of shoes, clothing, and accessories. It is the
largest sportswear manufacturer in Europe and the second largest in the world, after Nike.
It is the parent company of the Adidas Group, which includes sportswear company Reebok.
Every great story has a beginning. This one started in a small town in Bavaria, Germany.
The company was founded by Adolf Dassler at his mother's home, joined by his brother
Rudolf in 1924. Dassler assisted in the development of spiked running shoes for many
sporting events.
In 1949, after a break in the relationship between the brothers, Adolf founded Adidas and
Rudolf founded Puma, which became Adidas' business rivals.

Our mission is to convenience for consumers. Today, sports shoes are not only used in
football, sports schools, and gyms,… but they are also used daily to work, and go to parties
with many other designs and styles. With regular use, you will inevitably have shoes that
have a foul smell and are stained by external influences. The process of washing the shoes
by hand, can not remove the unpleasant smell and keep the original shoe form, and taking
the shoes to the care shop takes a lot of time and money.
Understanding the concerns of consumers, specialized sports shoe washing machines were
born.

2. SWOT Analysis
As Adidas’s marketing team, we want to help the brand lean into what it does well, improve
what it doesn’t, capitalize on what it can do, and defend against what could challenge it.
With that in mind, here is our SWOT analysis for this year.
Strengths Weaknesses
• Technology and Digital • High price range
• Conversion speed • Outsourced manufacturing
• Skillful Customer Relationship • Brand scandal
Building
• Brand value
• Powerful Marketing Strategy

Opportunities Threats
• Changing lifestyles • Competition
• Market development • Supplier dominance

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 • Product Line Expansion • Government regulation
• Growing demand for premium
products
• Reverse Integration

a) Strengths
• Technology and Digital
Adidas' 5-year strategy announced in 2015 is called "Creating the New". Not only
stopping at one of the world's best sportswear and footwear brands, Adidas has put itself
in the position of a fashion company that firmly grasps digital technology in its hands.
This is a notable strength when analyzing the Adidas SWOT model. They spend up to
90% of their Marketing budget on Digital and Social Media campaigns, promoting
online sales, aiming to become the first sports brand to use open source code, inviting
athletes, customers, become part of your brand.
• Conversion speed
Adidas has been very successful with its rapid manufacturing process to create
innovative, personalized running shoes for each person.
• Skillful Customer Relationship Building
Adidas has successfully created enthusiasm and interest in sportswear on a personal
level – using every touchpoint such as mobile, social media and retail that consumers
can interact with. to create a highly personalized experience.
This brand also launched the Creator Club – a preferential program for members with
exclusive access to services and products. The service accounted for 60% of Adidas'
online sales last year. Continuous investment in digital transformation technology has
helped Adidas increase sales 4 times in 2020.
• Brand value
After a very successful year, Adidas officially became the second sportswear brand
besides Nike to participate in the list of the 100 most valuable brands in the world in
2018.
By the time the list was published, the Adidas brand value had doubled from $8.3 billion
to $12.5 billion. This is a notable strength when analyzing the Adidas SWOT model.
• Powerful Marketing Strategy
Partnering with professional athletes and major tech companies has helped Adidas
boost its creativity. This is one of Adidas' clever marketing and branding approaches.
Adidas not only partners with professional athletes, but they also collaborate with other

5
celebrities, including major fashion and music artists. This demonstrates the enduring
strength of well-known brand partnerships. People still want sneakers that have the
same style as what their favorite NBA superstar wears.

b) Weaknesses
• High price range
The high price range due to innovative production technology & methods has made the
brand suitable for limited customers, especially in developing countries.
• Outsourced manufacturing
Adidas has 93% of its production outsourced to 3rd party manufacturers (mostly in Asia)
to take advantage of low labor costs and easily available resources. They are in danger
of over-reliance on outsourcing, especially in Asian markets.
• Brand scandal
Adidas in the years 2012-2016 has been involved in a series of brand scandals such as
racism and recalling the image of slavery (JS Roundhouse Mids sports shoes with
accents on cuffs). orange rubber around the ankle with a small chain), discrimination
against the LGBT community (a photo of a lesbian couple on Instagram to celebrate
Valentine's Day), a corruption scandal related to FIFA, a suspicion of spending money
to "buy" the right to host the 2006 World Cup.

c) Opportunities
• Changing lifestyles
With the saturation of developed economies, changing tastes & preferences, education
& lifestyle changes of developing economies, the demand for goods and services is high
level increased sharply.

• Market development
Entering new markets will be the only way to future success as developed economies
are already highly competitive.

• Product Line Expansion

Expanding its product line opens up a host of new opportunities and it can differentiate
itself from its competitors by implementing this strategy.

• Growing demand for premium products

If we consider only the Indian market, there is a growth rate of 33% in demand for
premium products. This gives us future business opportunities and expands the market
size of developing economies.

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 • Reverse Integration
This would be a smart strategy if pursued by Adidas as it would help Adidas secure
their patent rights and also integrate their R&D with the operations team to operate in
the open system.
d) Threats
• Competition
Although Adidas is a global brand, it is facing fierce competition from other brands
such as Nike, the No.1 brand, and Adidas at No.2 in this premium segment. Besides,
there is regular competition from local players, substitutes, and market entrants.

• Supplier dominance
Since much of its production is outsourced; the supplier has more bargaining power
than the company.

• Government regulation
With 35% of products manufactured in China and 93% of production occurring in Asia,
import regulations, duties, and tariffs play a key role in the pricing and success of the
company.
When Adidas expands its product line:
Adidas launched a shoe washing machine, which is both a new opportunity and a new
challenge. What is the weakness in this product of Adidas? Adidas is inherently a company
specializing in the production of footwear and sports products, so when it moves into the
field of home goods, the quality may not be guaranteed because it is not in the right industry.
The challenge for this new product of Adidas is probably quite big, because now the
competition is no longer companies in the fashion and sports industries but rivals in the
household industry. It can be seen that this challenge is both new and dangerous.
The opportunity for Adidas with a new product is that the company can attract more
customers. In this regard, Adidas already has a very large number of loyal customers, which
helps this new product get a lot of support. Customers interested in sports and footwear
products can be introduced to the shoe washing machine.

II. NEW PRODUCT

1. Name Introduction

• ADI + WASH = ADIWASH

Many people assume that adidas is an acronym for “All Day I Dream About Soccer” (all
day I dream about football), but this is incorrect. The name of this sports brand is named

7
after its founder Adolf Dassler – who started producing sneakers after returning from
World War I, according to the LA Times. Adidas is a combination of the nickname Adi
and the first 3 letters of his surname.
We call the new product “Adiwash”, it is also a combination of the “Adi” and “Wash”.
+ When mentioning the product name "Adi", customers will think of a product related to
the famous brand ADIDAS. Therefore, we decided to still use "ADI"(the nickname of the
founder of the brand) for the first part of the product name.
+ “Wash” - a word that is both simple and familiar, but it still represents the main function
of the product. Customers only need to hear the name of the new product to guess what the
product is for.
Additionally, when creating a name for a new product, we based on many factors which
helps the product promoted. The name “Adiwash” is:
• written and readable.
• original: A name like this has never existed before.
• concise, clear, and memorable.

2. Product Description

The shoes washer has many features below:

• Cleaning and disinfecting shoes (apply for all kinds of shoes: sneakers, leather shoes,
boots,...) outside and inside the shoes.
• Save time: only takes up to 15 minutes to clean the whole shoes.
• Different modes with separate cleaning solutions for each type of shoes.
• Minimalist design, convenient to move.
• Offering low-price cleaning solutions after the customers have made their
purchases.
• Pricing: 10-15M VND

III. BUSINESS INITIATIVES

Adidas has an ambitious goal of acquiring 500 new customers and 50% of the existing
customer base will use Adiwash. To help businesses do that, our marketing team will
pursue the following initiatives.

1. Initiative 1: Impressive appearance on Adidas media channels (Branding

campaign)

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 Description We set the criteria for the name and identity of the product to be
attractive, easy to remember, reminiscent of the product, and easy to
pronounce. The most appropriate would be to use the logo and
traditional Adidas elements and redecorate it to make your Adiwash
much more impressive than ordinary shoe washing machines.
In addition, we need a short and impressive product description
sentence, avoiding keywords like washing or shoe shine so as not to
create comparisons with traditional shoe polishers, which can lead to
confusion for customers. So that we determined to mainly highlight
its benefits to the end user, not just the product features.
Goal of initiative Through our branding campaign, we want Adiwash to become a hot
topic of publicity so that we can reach new individuals and attract
more people, and more potential customers.
Metrics to Double our organic traffic numbers and paid ad leads.
measure success

2. Initiative 2: Product experience for Adidas customers

Description For new shoes purchased, Adidas customers will have the privilege
of having these shoes washed for free (3 months period) and
customers can get their shoes back within 15 minutes. Adidas staff
can help or customers can fully experience using Adiwash by
themselves after getting consent from the staff.
Goal of initiative Promotes customers' shoe-washing needs through the speed,
convenience, and cleanliness that Adiwash brings, at the same time
boosting our shoe sales.
Metrics to Number of customers buying shoes and frequency of those
measure success customers coming to wash their shoes with Adiwash.

3. Initiative 3: Invest in Out of home (OOH) advertising campaigns

Description
We will use electronic billboards placed around major cities. In
addition, it will be combined with the placement of the experience
booths (in a short time) and alternate locations.
For example, each opening of the booth will have 5 booths opened
at 5 different locations, so customers do not need to buy shoes to
try on Adiwash, but each person will only be able to wash 1 pair of

9
 shoes. And each batch will last for 5 days. And then after 1 week
will have other booths opened but in other locations. We will
collect customer information and consider reopening at opened
locations based on the number of people accessing the booth.
Goal of initiative Access to new customer files, those who do not regularly update
our information or use Adidas products.
Metrics to The number of customers visiting our booth and learning about our
measure success products rose with each opening of our booth

IV. TARGET MARKET

1. Industries

In 2022, we’re targeting the following industries where we’ll sell our product and reach
out to customers:
Footwear
The global footwear market is highly
competitive and fragmented, with a few major
players and a seemingly endless array of smaller
players vying for share, including designers,
marketers, manufacturers, and retailers.
Home Appliance
Due to rising economies and changing consumer
lifestyles, the home appliances market is
expected to grow at a CAGR of more than 4% in
the 2021-2026 period.

2. Buyer Personas
Buyer Personas are fictitious, comprehensive representations of your ideal clients. They
make it simpler for you to adjust material to the particular requirements, behaviors, and
concerns of various groups and aid in your ability to better understand your clients (and
potential customers).

Within our target market(s), we’ve identified the following buyer personas to represent our
ideal customers:

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 Sarah Link

Sarah is a college student. She has a passion for shoe collecting,

which means she also has a high need for shoe cleaning.

Dean Daniel

Daniel is a businessman and he is always busy with his work.

Therefore, clothing is very important, including shoes. However,
cleaning shoes takes a lot of time and costs money in the long run.
Daniel's housewife will have to put in the effort or money to clean
it herself or take it to the laundry. Investing in a shoe cleaner with
modern functions like new Adidas products will be an appropriate
choice.

3. Competitive Analysis
Within our target markets, we expect to compete with the following company – Dyson.â)
a) Two-feature competitive landscape Chart (Positioning map)
Explanation:
Adidas realized that in addition to selling shoes to customers, customers also have a high
demand for cleaning shoes. But the cost and convenience of cleaning shoes is an issue that
makes them reluctant to do it. Therefore, adidas decided to produce a completely new
product line that has never been seen before on the market as well as in its product lines.
through which, we can decide to choose growth potential and innovative as 2 evaluation
criteria.
- Innovative: previous shoe cleaning machines on the market only had the function of
cleaning the outer surface, and could not integrate a common machine for all different types
of shoes. Adiwash is a highly innovative product, because it not only cleans the surface but
also the inside of the shoe, killing bacteria with special cleaning solutions dedicated to each
different shoe type. With Adiwash, you can choose different modes corresponding to each
type of shoe such as sneakers, high heels, leather shoes... to clean according to the needs
of each person.
- Value: Creating value for customers and the society is an integral factor of marketing,
especially when developing new products. In order to determine the value of a product or a

11
brand to their customers, we must first understand the benefits it provides. The following is
our analysis of the benefits that Dyson and Adidas provide to their customers, and through
which we see the outcome values it brought.

Dyson (Dyson unplugged) Adidas (Adiwash)

• Simple and aesthetically • Minimalist design, convenient to move
design • Hygiene and disinfection with a special
• High-tech function
• • Saving time: Only 15 minutes for cleaning
• Convenient • Different modes suitable for all types of
• Energy-efficient (clean footwears (sneakers, shoes, boots, etc)
energy, energy saving) • Environmentally friendly
• Interconnectivity • (Expanding in developing washing
• Using the longest amount automatic machines with the same
of time while remaining mechanism of water vending machines.)
energy efficient.

Positioning map by authors

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Dyson has a reputation for producing high-quality goods that offer the consumer huge
benefits. Beside simple and aesthetic design or convenience of the product, we should
consider its technology. In terms of new technology, the Dyson unplugged product is
regarded as an outstanding innovation. The product has many benefits which tend to focus
on value for consumers. Consumers of this product should be capable of evaluating price
and value. Through functionality and design, customers must feel confident in the product's
long-term viability. Launching this new product is an effort to meet the demand for a more
sustainable household.
Compared to the Adidas brand with new product Adiwash, we can easily realize the
similarity between two products. They both focus on technological development. However,
the arrival of Adiwash will be a new step for Adidas. This can be easily explained when a
fashion company expands its product line into the production of household goods. The first
product is a shoe washing machine with superior functions compared to existing industrial
shoe washing machines. It is also a good idea to launch a new product, a shoe washing
machine, when the main product line of Adidas is still footwear.
b) Content Marketing Analysis

Content Marketing Competitive Analysis

Social Media Followers Facebook Instagram Twitter YouTube Total Following

Adidas 40,500,000 26,600,000 4,200,000 945,000 72,245,000

Dyson 2,700,000 726,000 89,500 359,000 3,874,500

In Content Marketing section, we focus more on the Social Media platform which
significantly assess the followers as well as the popularity of the brands. In comparison,
Adidas shows a huge difference in terms of many social platforms including Facebook,
Instagram, Youtube and Twitter. This also shows the Adidas’s high potential of success to
reach more audience when launching new product because the number of people reached
to the Adiwash will be much more than the competitor.

13
 Researched by authors

V. MARKET STRATEGY

The 7Ps marketing model provides a framework created to assist firms in creating a whole
marketing plan. The 7Ps concept should enable a new company to create a comprehensive
marketing plan from scratch. In introducing our new product, we use 7Ps model instead of
the traditional 4Ps model.

1. Product

This is the first time Adidas - a huge sports equipment manufacturer, especially shoes, has
participated in the electronic devices industry. We come to the first device: A shoe-washing
machine calls Adiwash. It is portable, modern-designed, and has appropriate modes for
each kind of shoe without deteriorating it.

2. Price

Adidas is a pioneer in this area, therefore we'd go with the skim pricing strategy. Skim
pricing keeps new items at high costs to retain exclusivity, gradually dropping prices over
time until they meet the market average.

14
 Source of diagram: TrueNorth

3. Promotion

First, we develop a campaign or poll to assess the business's feasibility. The more
individuals who do surveys, the more people will be aware of our initiative. At the same
time, we may provide consumers with a free trial of the product to get their customers to
know it and pay attention to consumer comments. Then, we'll run commercials for our
project on various social media and television channels. Adidas' popularity also stems from
all of its collaborations with sports icons such as Lionel Messi and Ronaldinho.

4. Place

Adidas has production facilities in around 55 countries and 800 factories located on various
continents. Retail Stores, i.e., Adidas stores, are the primary channel through which its
items are sold. It has around 2800 retail stores worldwide.
The second major way of distributing Adidas products is through multi-brand showrooms.
The showrooms get the products from the distributor. These showrooms put on display the
brands’ products.

5. People

The first is called Mediator. These individuals deal with suppliers to get raw materials and
play a significant role in increasing the finished product's quality.

15
The sales staff is critical to the company's sales and marketing. They are educated in
marketing and persuasive strategies to assist clients in making the best decision.
People that work in retail establishments assist customers directly on the internet by
answering inquiries and giving a positive in-store experience.
When there is an issue with a product, the customer service department assists the customer
and talks with the consumer to remedy the problem.

Moreover, the chart above shows our structure of CMO. It is divided very specifically,
clearly to help each person complete his or her job well and create the best value for the
company. Our Marketing Team has 7 individuals sitting under three teams. We have
specialists in demand gen, events, brand, and social eager to help our company reach new
heights.

6. Process

From the time a product is ordered to the time it is delivered, Adidas has an intensive
process in place. To keep stores filled and items available, we have put up a mechanism in
retail stores that allows retailers to indicate when stock is low. We have a computerized
system on the internet that takes orders and sends the matching product along the supply
chain. The organization is also highly involved in market research and customer feedback
in order to understand consumer preferences and challenges and make appropriate
improvements.

7. Physical Evidences

Adidas has a user-friendly website that allows shoppers to view their items in high-quality
photos. We also have a customer support section to assist customers with any issues they

16
may be experiencing. The items are also packaged in a variety of bright colors to make
them stand out and be readily identified.

VI. BUDGET

Over the course of 2023, given the cash allotted to the Marketing team, we expect to invest
in the following items to ensure we meet the objectives outlined in this marketing plan:
Marketing Expense Estimated Price
Marketing Software $100,000
Event/Webinar Sponsorships $300,000
Paid Search (Google) $150,000
Total $550,000
The estimated budget is based on Adidas' previous campaigns for new product launches.
As well as refer to a number of home appliance companies when organizing webinars.
Adidas committed a total of $688 million. In 2019, it boosted its spending on product
advertising from $6,000,000 to around $7,000,000. Over the preceding five years, the
company's advertising expenditures grew gradually before surging in 2017.

VII. MARKETING CHANNELS

We will try to finish the “ADIWASH” project in the next two months of 2022 and make
the first step in 2023. Over the course of 2023, we will launch our use of the following
channels for educating our customers, generating leads, and developing brand awareness:

1. Webinars

Purpose of Brand awareness, customer acquisition, and client engagement.

channel
Metrics to + Before the event:
measure • The numbers of registration
success • Email open and click-through rate
• Social media engagement (For example: Check how many
people start following you once you advertise your event; how
many people are liking, tagging, sharing, and reposting your
posts about your upcoming event.)
+ During the event:
• Event attendance
• Returning participants

17
 • Engagement rate (Attendees who are participating and
interacting with each other are actively engaged)
+ After the event:
• Website traffic
• Net Promoter Score (NPS) ("On a scale of 1 to 10, how likely
are you to suggest this event to your friends and colleagues?")
Sales qualified lead (SQL) conversion participant How many
of your attendees ultimately plan to buy your goods and
services? How numerous aren't? Simply explained, attendees
of your event who are "sales-ready" are considered sales
qualified leads (SQL).

2. Instagram

For business account, there is a useful tool for analyzing called professional dashboard.
Many criteria or functions such as Calculation of People reach, Data of Followers (Gender,
Locations, etc) or even Post engagement rate. Especially, Instagram launched its new
function of shopping which allows people can do their purchasing online; therefore,
Adiwash can do the same thing.
Purpose of channel Employee branding, company brand awareness, visual
engagement.
Metrics to measure For the business account, we can use the professional
success dashboard to assess (Reach, Sales, Engagement Rate, etc.)

Example of Professional Dashboard for Business Account (Instagram)

18
3. Facebook

Example of Professional Dashboard (Facebook account)

Purpose of channel Employee branding, company brand awareness, visual

engagement.
Metrics to measure For the business account, we can use the professional
success dashboard to assess (Reach, Sales, Engagement Rate, etc.)

VII. MARKETING TECHNOLOGY

We will utilize the following technologies and software to help us achieve our goals and
objectives.

1. Marketing CRM

Customer Relationship Management (CRM) is employed to manage all communications

and connections between the company and its customers. The goal is to improve
commercial ties in order to grow the firm.

CRM plays an important role in a marketing plan. Thanks to its ability to sort, analyze, our
sales team will be able to concentrate on opportunities that are likely to close and give
customers accurate answers quickly and efficiently. Additionally, the customer service
team will have access to the data they require for upselling and cross-selling.

Therefore, we carefully considered CRM and decided to utilize technology tools to better
customer relationship management. We will implement customer relationship activities
through the following platform:
19
Zoho: Zoho CRM empowers SMBs & enterprises with a 360º customer relationship
lifecycle management solution. With Zoho, we can track and communicate with consumers
automatically based on how they use our website and services.

We can also automatically manage targeted email lists based on user behavior, collect data
from every online form on your website, and create one-of-a-kind campaigns for certain
clients and email groups.
With Zoho's integrated Google Ads connection, we can go one step further and monitor
the effectiveness of our marketing initiatives.

2. Email marketing software

MailerLite: Because of its superior user-friendly platform, MailerLite is the ideal option
for simplicity of use. If users run into any issues, email help is available to address their
concerns. It offers a free-for-ever plan with 12,000 email blasts and 1,000 subscribers.

MailerLite includes all of the essentials for email marketing, without cluttering their system
with advanced features. This makes it the perfect fit for businesses looking for a
straightforward approach to email marketing that they can master in days, not months.

3. Marketing automation software

Marketing automation makes use of software to carry out marketing chores and carry out
planned campaigns across numerous channels on a regular basis. The software may
complete numerous repetitive tasks for you after you create a timetable, freeing up your
time to concentrate on other projects.

They were designed to collect and use marketing data to make your marketing efforts more
effective and efficient. Marketing automation platforms can use data and patterns to send
birthday emails and reminders, trigger lead generation content, schedule emails and social
media content, and more. Marketing automation software that we will consider applying is
Active Campaign

Active Campaign: This software has many convenient Marketing Automation features,
especially focusing on automation. The system not only covers all the basic parts of Email
Automation, but also allows for the automation of contacts, list management and "Deals"
in the CRM system. Specifically in the "Deals" section, so we can schedule business
appointments, direct messages, and notes.

Customer lifecycle data can be shared easily across teams with ActiveCampaign, and we
can use it to decide how to communicate with our customers. By recording client
preferences, interaction, behavior, and distinctive characteristics, ActiveCampaign also

20
assists us in better understanding each of our customers individually and segmenting them
in an efficient manner.

4. Advertising/Social media/video hosting

Hubspot is the best all-in-one marketing suite because it has great tools and reporting for
all of our marketing campaigns across various channels (website, social, email marketing,
and more). We can store all contact information with Hubspot’s CRM and attract an
audience through lead forms, live chat, and online ads.

Hubspot combines all of our marketing activities in one place so we can have a centralized
view of how contacts interact with our website, Google ads, social media, and email
marketing. It provides insights into the buyer's journey.

SNS: Facebook, insta, tiktok, we segment our customer into these groups:
Shoe collectors/enthusiasts, Shoe dealers. We know that most of them are young
and spend a lot of time using social networks. That's why we decided to advertise
through these platforms so that the product can reach customers more effectively.

21
VIII. REFERENCES

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3. Dyson Company's marketing strategy - 4925 words: Research paper example (no date) Free
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4. History (no date) adidas. Available at: https://www.adidas-group.com/en/about/history/

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5. Phân Tích MÔ Hình Swot Của Adidas (2022) Brade Mar. Available at:
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https://www.academia.edu/38368082/Dyson_Marketing_Plan (Accessed: November 20,
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7. What is marketing automation? - Mailchimp's definition, introduction and Overview (no date)
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8. Xaif (2022) Detailed marketing mix of Adidas - 7PS included, IIDE. Available at:
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9. Net promoter score (NPS): The ultimate guide (2022) Qualtrics. Available at:
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