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Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
Adidas by jill jill courtney cara & fraz
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Adidas by jill jill courtney cara & fraz

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  • 1. adidas
    By Jill Reid & Jill Taylor & Cara Robinson & Courtney Glackin & Fraz (unfortunately)
  • 2. contents
    Background history of Adidas
    Purpose of the business
    Management of Adidas
    Size of Adidas
    Employees of Adidas
    Finance
    Marketing of Adidas
    Pressures of the company
    Evaluation
    Future Prospects of Adidas
  • 3. Background of Adidas
    Adidas is a major German base sports apparel manufacturer of the Adidas group. Besides sports footwear, the company also produces other products such as bags, shirts, watches, eyewear and other sports and clothing related goods. The company is the largest manufacturer in Europe and the second largest in the world.
  • 4. Marketing
    ADIDAS - MARKETING PLAN
    MARKETING STRATEGY
    People purchase products or services for three basic reasons:
    ✔To satisfy basic needs.
    ✔To solve problems.
    ✔To make themselves feel good.
    MISSION STATEMENT
    MISSION OF THE COMPANY
    The adidas Group strives to be the global leader in the sporting goods industry
    with sports brands built on a passion for sports and a sporting lifestyle.
    ➢We are consumer focused » and therefore we continuously improve the
    quality, look, feel and image of our products and our organizationalstructures to match and exceed consumer expectations and to providethem with the highest value.
    ➢We are innovation and design leaders » who seek to help athletes of all
    skill levels achieve peak performance with every product we bring to
    market.
    ➢We are a global organization » that is socially and environmentally
    responsible, creative and financially rewarding for our employees and
    shareholders.
    ➢We are committed » to continuously strengthening our brands and
    products to improve our competitive position.
    ➢We are dedicated » to consistently delivering outstanding financial
    results.
    MISSION OF THE MARKETING PLAN
    To devise a marketing plan and formulate strategies which would help in the
    achievement of the marketing objectives of the company which are,
    ➢Market penetration – gaining market share across all markets in which we
    compete
    ➢Market development – expanding into new markets and addressing new
    consumer segments
  • 5. Marketing
    ➢Awareness - increasing awareness and visibility across all brands,
    providing clear and consistent messaging and supporting product
    initiatives at the point-of-sale.TARGET MARKETSThe target market of Adidas is the urban youth with the brand proposition‘competition to lifestyle’. The principle consumption centres namely the metrosare also a potential target market!MARKET NEEDS
    ➢Comfort➢Durability➢Style➢Price➢Brand
    SITUATION ANALYSIS
    THE CHALLENGE
    COMPETITIVE SCOPES
    THE INDUSTRY
    ADIDAS is in the sportswear, apparel and sports accessories industry. The maincompetitors of ADIDAS in the industry are NIKE, and PUMA since it acquiredREEBOK in January, 2006.
    ✔NIKE
    Nike is currently the world leader in Sports goods industry with a brand value of $12,672 million. The company concentrates on style and technology with a high price range of the products.
    ✔PUMA AG
    A German based company best known for its football shoes and athletic shoes.The competition from Puma has become stronger after the 2008 Olympics inwhich the Jamaican sprinter Usain Bolt broke records and won 6 gold medals.Bolt was wearing Puma shoes!
  • 6. Purpose
    The purpose of the Company is the production and distribution of apparel, footwear and equipment for sports and leisure as well as of products of adjoining fields and, in addition, the commercialisation of the registered adidas trademark.
  • 7. Future prospects
    • New concepts, technology, evolution and revolution
    • 8. Overtake rivals NIKE as the top sportswear retailer in the world
  • Employees
    In 2003 Adidas had 15,686 employees, in 2004 it had 14,219, in 2005 it had 15,935, and on December 31 2007, Adidas had 31,344 employees, which was an increase of 19% versus the previous year, of 26,376 employees.
  • 9. Finance
  • 10. Marketing
    Adidas, like other sports brands is believed to engender high consumer brand loyalty. Brand loyalty towards Adidas was examined in a recent study. The study found consumers did not exhibit unduly high loyalty towards such brands.
    During the mid to late 1990s, Adidas divided the brand into three main groups with each a separate focus: adidas performance was designed to maintain their devotion to the athlete; adidas originals was designed to focus on fashion and life-style; and style essentials, with the main group within this one being Y-3.
    "Impossible is Nothing" is the current mainstream marketing slogan for Adidas. This campaign was developed by 180/TBWA based in Amsterdam but also with significant work being done by TBWA/Chiat/Day in San Francisco – particularly for its basketball campaign "Believe In Five".TBWAChiatDay commissioned Zane Peachto produce images for 2007 international ad campaign.
  • 11. Pressures

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