adidas By Jill Reid & Jill Taylor & Cara Robinson & Courtney Glackin & Fraz (unfortunately)
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
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.
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
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!
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.
New concepts, technology, evolution and revolution
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.
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.