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Submitted by:-Shahzad Musawwir FaridDeepika ChawlaArchit MadaanShubhleenNitish SharmaDishti Sharma

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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 Runtastic2

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 companys name to ADIDAS (Adi from his nick name and Das from Dassler ).3

4 main Subsidiarys of Adidas1. ADIDAS, which is present in clothes as well as footwear.2. REEBOK which has overtaken Adidas and is one of the leading subsidiarys in the Adidas group.3. ROCKPOT which specializes in outdoor footwear, apparels and accessories.4. TAYLORMADE-ADIDAS made which is focused on golfing clothes, equipment etc.4

TARGETINGAtarget marketis a group of customers abusinesshas decided to aim itsmarketingefforts and ultimately itsmerchandise towards. Targets the youthThe consumer is from upper middle class.The consumer is working and sports lover.The consumer is fashionable and stylish.5

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POSITIONINGPositioningis amarketing strategythat aims to make abrandoccupy a distinct position, relative to competing brands, in the mind of the customer.SLOGAN Impossible is NothingThe 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.6

ADIDAS STRATEGIESFocus on the Global major and sports lifestyle markets.Womens marketPosition as Premium BrandThree different categories of Adidas strategies: Adidas products division , distribution , and pricing strategies.7

PRODUCT LINEFootwearClothingAccessories8

ADIDAS PRODUCT PORTFOLIO

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ADIDAS SPORT PERFORMANCEPrimary focus for Adidas.70% of Adidas income.Main Focus : Running , Football , Basketball and Training Apparel.

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RUNNINGAdidas 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).11

BASKETBALLAims to increase its presence in this category.Main market is in North America, Europe, and Asia especially in China. It take 5iveBrand ambassadors Andrew Wiggins ,Tim Duncan, Derrick Rose.12

FOOTBALLMain 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, . 13

#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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PRODUCTThe 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.16

PRICEAdidas 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.17

Contd.But for products which are newly introduced in the market and are uniquely designed, Adidas uses skimming price. (Price skimmingis apricingstrategy in which a marketer sets a relatively highprice for a product or service at first, then lowers thepriceover time.)Apparels of Adidas constantly use skimming price and are higher priced due to brand equity of Adidas in the apparels market18

PLACEAdidas has its own exclusive stores.Many multi brand showrooms will also have Adidas apparels 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 customer2)Manufacturing > Distributor > Multi brand showrooms3)Manufacturing > Online fashion websites / Adidas website > End customer20

PROMOTIONPromotion 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.21

Contd.Advertising commonly through the mass media.Through the use of internet.Impossible is nothing campaign.22

ADIDAS MAIN COMPETITORS ARE AS FOLLOWED :-NIKEPUMANEW BALANCEFILAUMBRO23

FINANCIAL ANALYSISRevenue :- US $ 28.1057 billionProfit :- EURO 787 million24

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.26

INNOVATIVE PRODUCT OF ADIDASAdidas MiCoach Smart Runeasy 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 ADIDASAdidas miCoach SMART BALLis 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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