A SEMINAR

PRESENTATION
ON
ADIDAS
SUBMITTED TO:Mrs. HARMINDER
NANDA

PRESENT
D BY:DIVESH(B
BA 1ST
SEM)

CHIEF EXECUTIVE OFFICERAdidas India- Dave Thomas

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 acquires the
Salamon group
In 2005 adidas Ag acquired
British rival Reebok.

TARGETING (Target Market)

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

FOOTWARE

CLOTHING

ACCESSORIES

ADIDAS SPORT Product

PERFORMANCE

Primary focus of
Adidas
70% of adidas income
Main focus: running,
football, basketball,
and training apparel

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
Tagline It Take 5ive

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

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

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
(2014-2015)
Profit: 245 million (2014 2015)

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. and
India, including its own outlets
and Niketown stores and in
approximately 140 countries in

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