Adi & Rudi Presentation

CASE STUDY – ADIDAS & PUMA

Presented By:Khushboo

GujrathiAnuja

KshirsagarPrajakta NavalMayur

MotiramaniJaved PinjariSudip Singh

RajputVinod Rajpal

Christoph

Rudolf

Armin Gerd

Marie

2 Sons

Fritz Adolf

Horst + 4 children

DASSLER FAMILY

Adolf and Rudolf Dassler were born in Herzogenaurach in 1898 and 1900;In the small town of Herzogenaurach, two brothers laid the foundation for what would become the European capital of sportswear.In 1924 Rudolf and Adolf Dassler incorporate their first shoe company the Gebrüder Dassler Schuhfabrik produce slippers and outdoor shoesRudolf Dassler ran the business, while Adolf took care of the technical operations and production.

HISTORY

Later on, they switched their focus to the manufacture of track shoes and football boots

In 1925, with a great deal of luck the company acquired its first major client, the Sports Club in Herzogenaurach, which ordered no fewer than 10,000 pairs of athletic shoes

In 1928, Half of all athletes at the Olympic Games wore Dassler shoes

In 1936, African-American track star Jesse Owens brought the company into the public eye.

REASONS OF RIVALRY In the 1930s, both Dassler brothers joined

the Nazi Party, with Rudolf reputed as being the more ardent National Socialist. 

Rudolf was drafted, and later captured, while Adi stayed behind to produce boots for the Wehrmacht. 

Rudolf was capture by American troops and sent to prison war camp , he was convinced it was Adi who had turned him in.

On top of the contrasting characters of the wives, an ideological divide started to emerge between the brothers around their political believes and loyalties

In 1948, the two brothers had a serious falling-out, and they stopped talking to each other.

SETTLEMENT OF RIVALRY In 1948, the two brothers had a serious

falling-out, and they stopped talking to each other

Their company was split into two new companies

Adolf Dassler formed his own business named “ADIDAS”, combining his nickname Adi with the first three letters of his last name Das

Rudolf Dassler set up his own shop called “PUMA” Schuhfabrik Rudolf Dassler.

The two brothers had become competitors.

Strives to be the leader in sports gear and apparel

ADIDAS MISSION

ADIDAS FACTS

Adidas Group, the parent company of Adidasand Taylor Made

Golf, - the world's second largest maker of athletic footwear, apparel and equipment by sales

Run-DMC – “My Adidas” in 1980

"Impossible is Nothing“ - the current slogan for Adidas

2005 - Adidas shoes with a computer chip

Only 30% of Adidas’ 2007 sales coming from North America

Adidas is rapidly expanding its presence in emerging markets like Asia and Latin America;

Adidas Group generated roughly $13.7 billion in revenues in 2007

46% of the generated revenue is from footwear, 42% from apparel, and 12% from hardware.

David Beckham

Dimitar Berbatov

Ana Ivanovic

SPONSORS OF ADIDAS

Adidas sponsors David Beckham, Marat Safin, Ana Ivanovic, Dimitar Berbatov, Kaká, Michael Ballack and others;

Adidas supplies team kits for international football teams - France, Germany, Greece, Romania, Argentina and others;

Adidas produces balls to favour more attacking play.

SWOT ANALYSIS OF ADIDAS

SWOT Analysis of Adidas

Strength

Weakness

Opportunities

Threats

STRENGTH OF ADIDASGeographically-diversified Operations

Top Market Position

Strong Brand Name

WEAKNESS OF ADIDASPoor Margins

Under Performance of Reebok

Low Inventory Turnover

OPPORTUNITIES OF ADIDASSponsorship Agreements

Adoption of Healthier Lifestyle

Growing Global Footwear Market

Consignment goods

THREATS OF ADIDASRising Costs of Raw Materials

Counterfeits

Legal Risks

Becoming the most Desirable Sport Life Style Company

PUMA MISSION

PUMA FACTS Puma AG is the third top

successful company in the world of sportswear

Puma AG manufactures athletic footwear (58.5% of 2007 revenue), apparel (34.8%), equipment and accessories (6.7%)

At the end of 2007, the company ran 116 concept stores worldwide

The company manufactures under four different brands: Puma, Tretorn, Mihara and Rudolf Dassler

Only 25.3% of its 2007 sales came from the Americas region

Puma AG is aggressively pursuing expansion opportunities in emerging markets

as part of its growth strategy;

Puma AG generated $3.8 billion in revenues in 2007.

SPONSORS OF PUMA

SWOT ANALYSIS OF PUMA

SWOT Analysis of Adidas

Strength

Weakness

Opportunitie

s

Threats

STRENGTH OF PUMA Brand

Product Range

Design

WEAKNESS OF PUMAPrice

Young consumers only

Too few stores

Outlet

OPPORTUNITIES OF PUMAOpen more stores

Cooperate with more designers

Licensing

Consignment goods

THREATS OF PUMAIntratype Competition

– Nike– Adidas– Reebok

Intertype Competition–Watch–Eyewear