Sanders mkt 3301 unit 6 esy

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Marketing Plan: Part III

In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of your choice. For Part III, make certain to include the sections listed below in your marketing plan.

Segmenting, Targeting, Positioning, and Differentiation

Identify the specific segmentation strategies that you will use. Identify your target markets. Incorporate the use of specific demographics and data in your research.

Marketing Strategy

In this section, use the four Ps of marketing to specifically explain your product, price, promotion, and place (or distribution) strategies. Identify any specific competitive advantages that you have for each P that you are using.


How do you want your customer to perceive your product or service? What benefits will you offer? What is your sales strategy? Explain whether you will focus on business-to-business (B2B) or business-to-consumer (B2C) markets.

Your essay must be three pages in length, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. You must use at least two references. Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources that are used. Please note that no abstract is needed.



Marketing Plan

JaKeria Sanders

Columbia Southern



Adidas is a fashion company that is designed to get athletes moving, winning, and living life to the fullest by designing sports apparel and workout clothes. The company offers its clients the best sporting goods, styles, and clothing that match their athletic needs while ensuring sustainability. The company’s mission is to support creators, improve their games, and impact the whole world positively. Adidas company will provide smart customized running sneakers for athletes. This sportswear will be fitted with motion sensors to detect the movement and pace of the players to help them improve their speed.

The product will be classified under consumer products since they will be purchased by the final consumers. The products will be high priced and consumers will require to spend more effort and time in gathering information about the product. The company’s marketing team will play a great role in availing information about the products’ price, quality, features, and durability. Moreover, the products will be classified under high-involvement goods. The consumer will not just walk into the shop and buy like a packet of salt. The consumer will use time and effort in searching for the brand that fits their preference. The consumer will require to be informed about the product features, durability, and price. This will command a high level of marketing to create brand awareness and loyalty. The products will also be highly durable to last for at least three years. The products will be designed to withstand rough, rocky, or slippery terrains to ensure the safety of the athletes and avoid wear and tear.

The company’s product will fall under the introduction stage of the product life cycle. The company will provide substantial investment in advertising and marketing campaigns. The company is focused on creating brand awareness and its benefits (Carol, 2020).


Adidas employs a premium pricing strategy that targets high-end customers who are willing to pay more for high-quality products. Adidas products do deserve the expensive price tag to the quality, durability, and sustainability offered. Moreover, the high prices reassure the high-end consumers that the products purchased are worth the price and of high quality. There are various key determinants of the pricing strategy employed by the company. Pricing refers to attaching value to a product. One of the factors is the cost of the product. The high input cost is spent on raw materials, wages, advertisements, and salaries. The production of unique products, the added features, and the durability of the products also facilitate the high pricing. Price is also affected by the demand and supply of the products and the competition from other firms.

Two types of pricing methods include cost-oriented pricing methods and market-oriented pricing methods. The initial method calculates the production cost and adds a certain percentage as the profit. Market-oriented pricing method relies on the trends and research of the market to determine the price. This method provides flexibility and may change depending on the target consumers, time, and area.

A firm’s base price strategy establishes the initial price and sets possible price ranges for the product throughout its product life cycle. The initial price is essential for initiating success and maintaining potential profit over a long period. The base price can be fine-tuned with the price-adjustment strategies through price skimming after the launch of the product, price penetration to maximize sales and to gain a large market share and acceptance, and prestige pricing to develop an image of exclusivity and superior quality than the competitors (Eco, 2016).


Carol M. Kopp (December 27, 2020). Product Life Cycle.

Eco (September 14, 2016). Base pricing strategies and adjusting the base price. Site Economics.

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