4.5 The 4Ps - The importance of product in the marketing mix

ATL Activity 1 - The market for bottled fresh air

Read this article from the South China Morning Post about bottled fresh air from New Zealand being sold in China. The article also includes a short YouTube video about this story.

Matt Haig, author of Brand Failures, claims that there is only a 1 in 10 chance of a product becoming a long-term success.

ATL Activity 2 - The market for football boots

Adidas is the world's leading football (soccer) brand. The German sports group has extended its sponsorship of the FIFA World Cup until 2030. With a partner, discuss the main factors that affect the high demand for Adidas football boots (soccer boots) - try to come up with at least five factors.

Possible interrelated factors could include:

  • Higher real disposable incomes in Germany and other economies
  • A high degree of customer / brand loyalty for Adidas products
  • Improved and more effective advertising campaigns used by Adidas to attract more consumers, including its sponsorship agreement with the FIFA World Cup until (at least) 2030
  • A fall in the price of related products, such as football socks, shin pads, football jerseys (shirts), football shorts, etc.
  • An increase in the price of substitutes products / brands, such as football shoes made by Nike, Puma and Mizuno
  • An increase in the size of the population / size of the market for football boots, including the expansion of Adidas in overseas markets
  • More schools and local social (community) clubs offering football as a sporting activity, including the organization of local sports competitions
  • Expectations from consumers about prices in the future, perhaps due to a major upcoming sports event, such as the FIFA World Cup or the Olympic Games.

Read more about the (sponsorship) partnership between Adidas and the FIFA World Cup here.

InThinking Business Management resources

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