adidas

CHIEF EXECUTIVE OFFICER Herbert Hainer

INTRODUCTION

Adidas Inc. is the German manufacturer, a marketer of sport apparel and athletic shoes.The company was named its founder,Adolf(Adi) Dassler, in 1948.

HISTORY

• Started in 1924 as dassler brother split up in 1948 and register as adidas AG on august 1949

• In 1997 adidas AG aquires the salamon group• In 2005 adidas Ag acquired British rival Reebok.

TARGETING

•Targets the youth•The consumer is from upper middle class•The consumer is working & love sports•The Consumer is fashionable and stylish

POSITIONING• The shoes are comfortable as compared

to any other in the segment• The apparels are stylish & designed to

suit the consumer need• The eye gear and the perfumes are

serving the niche segment

PRODUCT LINE

•Footwear•Clothing•Accessories

ADIDAS SPORT PERFORMANCE

• Primary focus for adidas• 70% of adidas income•Main focus: running, football, basketball, and training apparel• “Impossible is Nothing”

RUNNING

• adidas “top priority in 2007”• Brand of choice for runners on all levels• Partnering with running retailers• Partnerships with the global marathon events (such as Boson, London, and Berlin Marathons)

ADIDAS STRATEGIES

• Focus on the global major and sport lifestyle markets• “Impossible is Nothing”• Women’s market• Position as “Premium Brand”• Three different categories of adidas

strategies: adidas products divisions, distribution, and pricing strategies.

FOOTBALL

•Main focus area at adidas•World’s leading football brand• Partnership with football association, national federations, clubs, and individual players.

BASKETBALL

• Aims to increase its presence in this category•Main market is in North America, Europe and Asia especially in China• “It Take 5ive”

PPARTNETSHIPS WITH NBARTNETSHIPS WITH NBA

Products• The core benefit is to satisfy consumers’ needs or

want. • Caters for different needs and wants of consumer • Uphold its brand by constantly upgrading and

improving products’ innovative features and quality to satisfy its customers.

• Today, Adidas has established itself as a strong brand for sports apparels.

Marketing Mix ( 4Ps )

Marketing Mix ( 4Ps )

Price

–Adidas is a shopping product–Able to penetrate the market as it is

cheaper than its competitors–Uses market skimming• e.g white T-mac 4 shoes is being charged at a

higher price than the other colour of the same version

Marketing Mix ( 4Ps )

Promotion– Promotion objective

• Become the NO.1 sporting brand in the world.

– Promotion Mix• Advertising commonly through the mass media.• Through the use of the internet• Point of Sale• ‘Impossible is Nothing’ campaign

Marketing Mix ( 4Ps )

Place –Distributing some of the Adidas products to

the various sporting outlets• e.g Royal Sporting House, World of Sports,

Sportslink–Adidas outlets–Online purchasing through the internet

FINANCIAL ANALYSIS

• Revenue: € 10.38 billion (2009)

• Profit: €245 million (2009)

Adidas’s main competitors are as

followed:•NIKE

•PUMA

NIKE

• Teamed up with Apple Inc.• Marketing strategy is an important

component of the company’s success.• Sells its product to more than

20,000 retailers in the U.S., including its own outlets and “Niketown” stores and in approximately 140 countries in the world• “Just do it” and “Joga Bonito”

slogan

PUMA

• Third largest sportswear manufacturer in the world• Business strategy is to solidify the brand’s status as a global icon.• Leading supplier in the motor sport footwear market.

Thanks