Adidas focuses marketing on six cities worldwide
If Adidas has its way, the music will be played in six major cities around the world. Zurich isn't one of them—nor is any German city.
Adidas is restructuring its marketing on a larger scale and intends to focus on six cities worldwide in the future. These are Shanghai, London, Paris, Los Angeles, New York and Tokyo. This writes W&V - Referring to statements made by Chief Sales Officer Roland Auschel to the Handelsblatt newspaper. According to this, a marketing budget of two and a half billion euros is to flow into marketing efforts in these cities and from there reach the rest of the world. According to Auschel, if the company is successful in these cities, the brand will be in demand worldwide.
Why these cities, which are also home to the largest Adidas stores, are particularly interesting can also be seen in a comparison: in Shanghai alone, Adidas generated more sales in 2017 than in Switzerland and Austria combined. Above all, however, the fast-moving metropolises are to be closer to the pulse of the times. Adidas wants to build sports communities in them with athletes from all disciplines. Various major sporting events are to be staged in the communities.
The fact that Adidas does not take Germany, its home country, into account in its marketing planning is met with incomprehension. "Not naming a German city here is absolutely incomprehensible", soMedia expert Thomas Kochlaut Marketing.com: "There is an old saying. A company always makes its sales around its own headquarters. It's not just breweries." (hae)
