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  1. 1. adidas<br />
  2. 2. CHIEF EXECUTIVE OFFICER Herbert Hainer<br />
  3. 3. INTRODUCTION<br />Adidas Inc. is the German manufacturer, a marketer of sport apparel and athletic shoes.<br />The company was named its founder,<br />Adolf(Adi) Dassler, in 1948.<br />
  4. 4. HISTORY<br />Started in 1924 as dassler brother split up in 1948 and register as adidas AG on august 1949 <br />In 1997 adidas AG aquires the salamon group<br />In 2005 adidas Ag acquired<br /> British rival Reebok.<br />
  5. 5. TARGETING<br /><ul><li>Targets the youth
  6. 6. The consumer is from upper middle class
  7. 7. The consumer is working & love sports
  8. 8. The Consumer is fashionable and stylish</li></li></ul><li>POSITIONING<br />The shoes are comfortable as compared to any other in the segment<br />The apparels are stylish & designed to suit the consumer need<br />The eye gear and the perfumes are serving the niche segment<br />
  9. 9. PRODUCT LINE<br /><ul><li>Footwear
  10. 10. Clothing
  11. 11. Accessories</li></li></ul><li>ADIDAS SPORT PERFORMANCE<br /><ul><li>Primary focus for adidas
  12. 12. 70% of adidas income
  13. 13. Main focus: running, football, basketball, and training apparel
  14. 14. “Impossible is Nothing”</li></li></ul><li>RUNNING<br /><ul><li>adidas “top priority in 2007”
  15. 15. Brand of choice for runners on all levels
  16. 16. Partnering with running retailers
  17. 17. Partnerships with the global marathon events (such as Boson, London, and Berlin Marathons)</li></li></ul><li>ADIDAS STRATEGIES<br /><ul><li>Focus on the global major and sport lifestyle markets
  18. 18. “Impossible is Nothing”
  19. 19. Women’s market
  20. 20. Position as “Premium Brand”
  21. 21. Three different categories of adidas strategies: adidas products divisions, distribution, and pricing strategies.</li></li></ul><li>FOOTBALL<br /><ul><li>Main focus area at adidas
  22. 22. World’s leading football brand
  23. 23. Partnership with football association, national federations, clubs, and individual players.</li></li></ul><li>BASKETBALL<br /><ul><li>Aims to increase its presence in this category
  24. 24. Main market is in North America, Europe and Asia especially in China
  25. 25. “It Take 5ive”</li></li></ul><li>PPARTNETSHIPS WITH NBARTNETSHIPS WITH NBA<br />
  26. 26. Products<br />The core benefit is to satisfy consumers’ needs or want.<br />Caters for different needs and wants of consumer <br />Uphold its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. <br />Today, Adidas has established itself as a strong brand for sports apparels.<br />Marketing Mix ( 4Ps )<br />
  27. 27. Marketing Mix ( 4Ps )<br /> Price<br />Adidas is a shopping product<br />Able to penetrate the market as it is cheaper than its competitors<br />Uses market skimming<br />e.g white T-mac 4 shoes is being charged at a higher price than the other colour of the same version<br />
  28. 28. Marketing Mix ( 4Ps )<br />Promotion<br />Promotion objective<br />Become the NO.1 sporting brand in the world.<br />Promotion Mix<br />Advertising commonly through the mass media.<br />Through the use of the internet<br />Point of Sale<br />‘Impossible is Nothing’ campaign <br />
  29. 29. Marketing Mix ( 4Ps )<br />Place <br />Distributing some of the Adidas products to the various sporting outlets<br />e.g Royal Sporting House, World of Sports, Sportslink<br />Adidas outlets<br />Online purchasing through the internet<br />
  30. 30. FINANCIAL ANALYSIS<br />Revenue: € 10.38 billion (2009)<br />Profit: €245 million (2009)<br />
  31. 31. Adidas’s main competitors are as followed:<br /><ul><li>NIKE
  32. 32. PUMA</li></li></ul><li>NIKE<br /><ul><li>Teamed up with Apple Inc.
  33. 33. Marketing strategy is an important component of the company’s success.
  34. 34. 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
  35. 35. “Just do it” and “Joga Bonito” slogan</li></li></ul><li>PUMA<br /><ul><li>Third largest sportswear manufacturer in the world
  36. 36. Business strategy is to solidify the brand’s status as a global icon.
  37. 37. Leading supplier in the motor sport footwear market.</li></li></ul><li>Thanks<br />