Team members

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CONTENT

1. Introduction
2. Product Mix
3. STP Analysis
4. Competitor Analysis (Porter’s Five Forces)
5. Future trends
6. References
INTRODUCTION
● ADIDAS stands for Adolf "Adi" Dassler who is the founder of ADIDAS.
● In the early 21st century it was the largest sportswear manufacturer in Europe and the second
largest (after Nike) in the world.
● Headquarters are in Herzogenaurach, Germany.

Vision Statement

Adidas vision statement is to be the design leaders with a focus on getting the best out of the
athletes with performance guaranteed products in the sports market globally.

Mission

- committed to continuously strengthening our brands and products to improve our competitive
position.
- consumer-focused and therefore we continuously improve the quality, look, feel and image of
our products and our organisational structures to match and exceed consumer expectations
and to provide them with the highest value.
- dedicated to consistently delivering outstanding financial results
INTRODUCTION

Objective

To identify a global brand and critically analyze it with contrast to the related theories and
frameworks

Adidas Logo
MARKETING MIX
PRODUCT
Four primary subsidiaries –
• Adidas: used in both clothing
and footwear
• Reebok: one of the leading
branches of the Adidas group
• Rockpot: specializes in outdoor
shoes, apparel, and accessories
• Taylor designed: focuses on
golfing wear, tools, etc
PRICE
• Adidas uses skimming rates as
well as competitive pricing
• Skimming rates on items that are
newly launched on the market
and are specially crafted
• Apparels of Adidas are
continuously using skimming
rates and are priced higher due
to the brand recognition and
brand image of Adidas
MARKETING MIX
PLACE
• Products are sold directly by
adidas’ retail outlet
• Product are sold through multi-
brand outlets (this is done by
the distributors)
• Products are sold online
through the retail stores
myntra.com and Adidas online
website.
PROMOTION
Promotion objective :- become no.1
sporting brand in the world
• Advertising commonly through
the mass media
• Through the use of internet
• Point of sale
• “Impossible is nothing”
campaign by using various
celebrities and sports personnel
as brand ambassadors
STP ANALYSIS - Segmentation

Demographic Geographic Psychographic Behavioral

• Age: 15 – 40 • Worldwide • Sports and outdoor • Athletes
• Social Class: Upper • Density: Urban orientated • Gym regular users
middle, upper class • Hard workers • Sports lovers
• Income: $15000 • Goal achievers • Image seekers
• Gender: Both male • People who want
and female value for money
• Products:
Performance,
Original, Style, and
Neo
STP ANALYSIS – Targeting and Positioning

Targeting Positioning
Adidas no longer portrays itself as a
• Fitness and sports enthusiasts
mere sports brand but as a Creator
• Target several market
Sports Brand
segments, and separate offers
Calling all creators: Game changers.
for each
Difference makers. Boundary
• Adidas Original: promotes
breakers.
classic style; limited edition
Points of parity:
casual clothing and shoes
Worldwide presence, authentic wear,
• Adidas Performance:
sports accessories, targets all age
designed to maintain loyalty
groups
towards athletics
Points of Difference:
• Adidas Neo: targeted to
Less expensive compared to its main
appeal to fashionable teens
competitor, Climacool Cyclone shoes,
(age: 12 – 16 yrs)
Collab with Kanye West
 COMPETITOR ANALYSIS
● Barriers to entry: The possibility of new entrants in the market is relatively
low due to more barriers of entry.

● Bargaining powers of suppliers: Having global and multi-layered supply

chain with several type of suppliers in the chain, so none of the suppliers
possesses the power to influence single handedly.

● Threat of substitutes: Switching cost is low so there is higher tendency to

lose customers.
 COMPETITOR ANALYSIS
● Bargaining powers of buyers: Bargaining power is low to moderate because
of the presence of significant competitors.

● Degree of rivalry: Rivalry among existing competitors is very high in the

sports and footwear industry as compared to other similar industry.
ADIDAS is maintaining its position the market as the second largest brand
of shoes and sportswear.
 FUTURE TRENDS

∙ It needs to master every trend

∙ Positioning the Product where the
brand is effective
∙ Reduce Environmental Pollution
∙ More Creative Freedom for Customers

∙ Open Source Means Unlimited

Creativity
REFERENCES

● Adidas History, from https://www.adidas-group.com/en/group/history/

● Tay Xu Hong, Kang Chun Dong, Chai Yee Zhe, Porter Five Forces Analysis from
https://www.bartleby.com/essay/Adidas-Porter-Five-Forces-Analysis-PJ3YGF4KWJU
● Business Case Studies, Planning effective marketing strategies for a target audience from
https://businesscasestudies.co.uk/planning-effective-marketing-strategies-for-a-target-audie
nce/
● Kevin Lane Keller, Philip Kotler- Marketing Management
● https://www.mbaskool.com/marketing-mix/products.html
● https://www.adidas-group.com/en/sustainability/products/sustainability-innovation/