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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 Womens market Position as Premium Brand Three different categories of adidas strategies: adidas products divisions, distribution, and pricing strategies.

FOOTBALL
Main focus area at adidas Worlds 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

Marketing Mix ( 4Ps )


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 )


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)

Adidass main competitors are as followed:


NIKE PUMA

NIKE
Teamed up with Apple Inc. Marketing strategy is an important component of the companys 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 brands status as a global icon. Leading supplier in the motor sport footwear market.

Thanks

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