Fila Marketing Mix

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Marketing Mix of Fila analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Fila marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Fila Marketing Mix:

Product:

Fila brand is majorly involved in providing consumers with wide range of sports related accessories for men, women and kids and aspiring athletes. Fila products in its marketing mix are categorized into training, accessories, heritage and lifestyle each catering to the needs of consumers. Initially Fila ventured into making clothes for sports for all age groups. The other major range of products include the sports shoes used for different sports and activities. With Fila brand being associated with tennis there are wide range of products catering tennis including shoes, duffle, wristband and socks. The products of Fila tends to be more fashionable to attract the youths who aspire to be sports oriented. Recently the parent company Fila Korea has acquired golf major Acushnet Company thereby owning the leading golf brand Titleist.


Image: Wikimedia


Price:

Fila has got a pricing strategy which helps it compete with other global brands. Being a prominent sportswear brand the pricing strategy in its marketing mix adopted is generally competitive pricing with large number of famous brands like Nike, Adidas and Reebok competing for large market share. Generally the trend of pricing is to maintain prices slightly lower than the competition brands to gain advantage in capturing consumer share. Some of the products also demand premium value due to its higher brand value. The major advantage of Fila is to have lower pricing and provide high quality products making it more affordable to the consumers. Fila products possess a value based pricing model for its products.


Place:

Fila has established its presence in eleven countries through its offices. Fila products are generally sold through sports stores selling different brands and its exclusive stores at major cities across different countries. The presence of subsidiaries, distributors and licensees play a major role in distribution of Fila products worldwide. This is done through more than 8000 retail stores located across different countries. Also the products are manufactured through subcontracting process and such centres are generally located in the Far East countries. Fila has also made strong presence in ecommerce websites like Amazon, Flipkart, Jabong and Myntra to name a few. Being a fashion and sports themed brands these methods have proved beneficial in selling its products like sports shoes and clothes. Hence there are concentrated effort by the Fila brand to improve its overall visibility and regain its older glory.


Promotion:

Fila brand has been associated with major sporting events through sponsorship and has gained wide visibility through this strategy. Some of the major events include major tennis events like BNP Paribas Open in Indian Wells, California, Sony Open in Miami, Florida and the Hall of Fame Tennis Championships in Newport, Rhode Island, the Porsche Tennis Grand Prix and the BMW Open in Germany. Fila had brand ambassadors like Bjorn Borg, Kim Clijsters and recently Virendra Sehwag endorsing its products. Fila associates itself with being athlete oriented and therefore has a loyal customer base with its association in different sports. It has also used online platform along with print media and visual promotions to popularize the brand with its trendy and fashion based products. However in comparison with its competitors brands Fila has used minimal advertisement of its offerings. This has reduced the market share in the segment with respect to its competition. This completes the marketing mix of Fila.


About Fila:

Fila is one of the major company in lifestyle segment producing sportswear and sports goods and a prominent brand in the athletic arena. Fila had its origin in Biealla in Italy with Giansevero Fila as its founder in the year 1909. The company holdings were later transferred to Cerberus Capital Management in the year 2003 who were committed to promoting the athletic brand. However in the year 2007 the company was acquired by its separate company Fila Korea and currently owns all the rights of selling the products of the parent firm. The company presently owns 11 factories with over 5000 employees worldwide. Fila has been associated with major sporting events by being event sponsors and has famous sports personalities as brand ambassadors. Famous tennis players like Bjorn Borg, Kim Clijsters and others have endorsed the brand Fila. Presently the brand is aiming to rise from its sportswear origin to being more fashion oriented context.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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