Submitted by:-

Shahzad Musawwir Farid

Deepika Chawla
Archit Madaan
Shubhleen
Nitish Sharma
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Dishti Sharma
 ABOUT ADIDAS
 Founded in – 1924( registered on 18 august 1949)
 Founder – Adolf Dassler
 Headquarter – Bavaria,Germany
 Area served – Worldwide
 Products – Footwear , Sportswear, Sports- equipment , accessories.
 Employees – 53,731 employees
 Subsidiaries – Reebok and Runtastic

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COMPANY HISTORY

The company was founded in 1924 by the brothers Adolf

and Rudolf Dassler. They first named the brand as
“DASSLER BROTHER SHOES FACTORY”. They started
getting popular thanks to sponsored athletes in
Olympics.
In 1948, though Rudolf decided to start its own
company named PUMA. That when in 1949, Adolf comes
up with the three stripes and changes his company’s
name to ADIDAS (‘Adi’ from his nick name and Das from
Dassler ).

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4 main Subsidiary’s of Adidas

1. ADIDAS, which is present in clothes as well as footwear.

2. REEBOK which has overtaken Adidas and is one of the
leading subsidiary’s in the Adidas group.
3. ROCKPOT which specializes in outdoor footwear,
apparel’s and accessories.
4. TAYLORMADE-ADIDAS made which is focused on golfing
clothes, equipment etc.

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 TARGETING
“A target market is a group of customers a business has
decided to aim its marketing efforts and ultimately
its merchandise towards.”
 Targets the youth
The consumer is from upper middle class.
The consumer is working and sports lover.
The consumer is fashionable and stylish.

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POSITIONING

 Positioning is a marketing strategy that aims to make

a brand occupy a distinct position, relative to
competing brands, in the mind of the customer.
 SLOGAN – “ Impossible is Nothing”
 The shoes are comfortable as compared to any than any
other segments.
 The apparels are stylish and designed to suit the
consumer needs.
 The Eye gears and Perfumes are serving the niche
segment.

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ADIDAS STRATEGIES

 Focus on the Global major and sports lifestyle markets.

 Women’s market
 Position as “Premium Brand”
 Three different categories of Adidas strategies: Adidas
products division , distribution , and pricing strategies.

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PRODUCT LINE

 Footwear
 Clothing
 Accessories

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ADIDAS PRODUCT PORTFOLIO

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ADIDAS SPORT
PERFORMANCE

 Primary focus for Adidas.

 70% of Adidas income.
 MainFocus : Running , Football ,
Basketball and Training Apparel.

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RUNNING

 Adidas “Top priority in 2007”.

 Brands of choice for runners on all level.
 Partnering with running retailer.
 Partnership with the global marathon
events (such as Boston , London , and
Berlin Marathons).

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BASKETBALL

 Aims to increase its presence in this

category.
 Main market is in North America,
Europe, and Asia especially in China.
 “It take 5ive”
 Brand ambassadors – Andrew Wiggins
,Tim Duncan, Derrick Rose.

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FOOTBALL

 Main focus area at Football.

 World largest Football brand.
 Partnership with Football Associations ,
national federations , clubs , and
individual players.
 Brand ambassadors – Lionel Messi,
Mesut Ozil , Gareth Bale , Kaka, .

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#Createyourowngame AD
Campaign

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MARKETING MIX (4Ps)

 A mixture of several ideas and plans followed by a

marketing representative to promote a particular
product or brand is called marketing mix.
 Elements of Marketing Mix:
1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION

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 PRODUCT
 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 innovation features and
quality to satisfy its consumers.
 Today, Adidas has established itself as a
strong brand for sport apparels.
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PRICE

 Adidas is a shopping brand.

 The target customer for Adidas is the
upper middle class as well as high end
customers.
 Adidas, because of its style, design and
promotions uses skimming prices as well
as competitive pricing.
 For run of the mill products, Adidas uses
competitive pricing keeping in mind
competitors like Nike, Reebok and Puma.
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Contd.

 But for products which are newly introduced in the

market and are uniquely designed, Adidas uses
skimming price.
(Price skimming is a pricing strategy in which a marketer
sets a relatively high price for a product or service at
first, then lowers the price over time.)
 Apparel’s of Adidas constantly use skimming price and
are higher priced due to brand equity of Adidas in the
apparel’s market

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PLACE

 Adidas has its own exclusive

stores.
 Many multi brand showrooms will
also have Adidas apparel’s and
footwear on display.
 Online medium via fashion stores
like myntra.com as well as the
official online website of Adidas.
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Contd.

The distribution channel of Adidas is as follows :

1) Manufacturing > Adidas outlets > End customer
2) Manufacturing > Distributor > Multi brand showrooms
3) Manufacturing > Online fashion websites / Adidas website >
End customer

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PROMOTION

Promotion Objective :- Become the No. 1 sporting brand in

the world.
Promotion mix :-
 The top player Brand ambassadors like Lionel messi,
Ronaldinho, Sachin tendulkar and various others.
 Adidas also sponsors teams and some of the top teams
include
Real Madrid, France, Great Britain (in football),
England and South Africa (in cricket) and several
others.

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Contd.

 Advertising commonly through the mass media.

 Through the use of internet.
 Impossible is nothing campaign.

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ADIDAS MAIN COMPETITORS
ARE AS FOLLOWED :-

 NIKE
 PUMA
 NEW BALANCE
 FILA
 UMBRO

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FINANCIAL ANALYSIS

Revenue :- US $ 28.1057
billion
Profit :- EURO 787
million

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MARKET SHARE (2015)

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ADIDAS GROUP FIRST QUARTER
2015 RESULTS

 Group sales increase 9% on a currency-neutral basis.

 Revenues in euro terms grow 17% to a first quarter
record of € 4.1 billion.
 Double-digit growth in Western Europe, Greater China
and MEAA.
 Strong momentum at Adidas and Reebok with currency-
neutral sales up 11% and 9%, respectively.

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INNOVATIVE PRODUCT OF
ADIDAS
Adidas MiCoach Smart Run
 easy to use one button
feature.
 a highly sophisticated
sensor embedded in the
watch-heart monitoring
and other fitness tracking
options.
 sophisticated voice
enabled coaching system.
 store your favorite
music , Bluetooth
connectivity and has up to
4GB of data memory .
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INNOVATIVE PRODUCT OF
ADIDAS
 Adidas miCoach SMART
BALL
 is a Bluetooth Smart and
app-enabled football
with integrated sensor
technology for dead-ball
kicking training such as
penalties, free-kicks,
shooting, corners, long
passes and goal kicks.

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