Adidas
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  • German multinational corporation that designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth ), and Rockport. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world.
  • German multinational corporation that designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth ), and Rockport. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world.
  • -The man who gave Adidas is name. Dassler was a German shoes maker living in Herzogenaurach. -The first sport show was made in 1920 in which he wanted to be durable, efficient and in response to athletes’ needs. He was a passionate athlete himself, from the very beginning Dassler was in close contact wit sports participants and was always present in person at important sports events.-1928 was the first time athlete wore special shows from his workshop.

Adidas Presentation Transcript

  • 1. z Ryan Schiffer Kyeana Jones Franck Fenelon Lyneice Hagans Daniel Łyszczak Rubia Iwano-Gattis Harshana Godamanna
  • 2. Introduction • German multinational company • Largest sportswear manufacturer in Germany and Europe • Second biggest sportswear and manufacturer in the world
  • 3. History • Founder Adolf Dassler • First sport shoe was made in 1920’s • ‘ADI – ‘DAS’ • Germany wins Soccer World Cup in 1954 • First entrepreneur to use Sports Promotion
  • 4. History • 1960’s apparel and ball production • Official match ball at all Major Soccer events • Adi Dassler passed away in 1978 • Adidas became a global leader in the sector of innovations in sports marketing • 1990’s Robert Louis-Dreyfus took over management of the company
  • 5. Main Competitors • Nike o American company that is focused on sportswears, sport equipment, and shoes • Puma o German company that specializes in sportswear, sport equipment, and shoes
  • 6. Nike • The iconic brand, Nike, derives from the Greek goddess of victory, Nike. She had the ability to move very quickly • The "Swoosh", is symbolism to Nike's wing
  • 7. • Greek Goddess Nike
  • 8. Adidas Group Strategy • In 2007, the company split into two distinct divisions in order to achieve the goal of being the "leading sports brand in the world"  The Sport Performance division  The Sport Style division
  • 9. Puma • Founded by Rudolf Dassler in 1948 • Originally named "Ruda“ • Puma is seen as the "old school" era, just as Nike and Adidas. • They have worker-education programs with local governments in Central America • Continuing Education • Adidas, Nike, and Puma all stick to their advertising, product development, and distribution
  • 10. Logos Then Now
  • 11. Global Sales Strategy Wholesale, Retail and E-Commerce Key Priorities and goals until 2015 (Route 2015) • To design and implement state of the art commercial strategies that ultimately engage consumers with rewarding point-of-sale experiences More specifically: 1. Increase the share of controlled space to over 50% of sales by 2015 2. Use the Integrated Distribution Roadmap (IDR) to ensure growth and maximize brand potential in key demographic locations 3. Leverage cross-channel sales opportunities and range efficiencies
  • 12. Global Sales Strategy Wholesale, Retail and E-Commerce Controlled Space • Own retail • E-Commerce • Mono-branded franchise stores • Shop-in-Shops • Joint ventures with retailers • Co-branded stores with sports org The standard: To be competitive at the point of sale based on availability, convenience and breadth of product offering -High level brand control
  • 13. Global Sales Strategy Wholesale, Retail and E-Commerce Integrated Distribution Roadmap (IDR) • Encompasses a joint approach between the Wholesale, Retail and e-commerce channels. • Defines how best to capture the consumer in the biggest and attractive cities around the world. • Designed to ensure market share growth in underpenetrated affluent metropolitan areas such as NYC.
  • 14. Global Sales Strategy Wholesale, Retail and E-Commerce Online multichannel growth toolkit • To support the growth potential and sales ambition across Wholesale and e-commerce. Increasing range consistency globally • Known as the Global Foundation Range (GFR) • Represents a set of products that must be sold through all sales channels globally.
  • 15. Global Strategy Three distinctive channels • Wholesale • Retail • E-Commerce The aim a. To service multiple customers and consumer needs b. To be more responsive to market developments c. To manage channel synergies by establishing the best practices worldwide
  • 16. The Whole Sale Channel • Targets third-party retail channels (i.e. sporting goods chains, department stores, e-tailers, etc.) • Establish strong partnerships with the most dynamic retailers in their respective channel of distribution • Offers best-in-class and tailored services • Service, POS, Operations, Relationships, Team
  • 17. The Retail Channel • To become a world-class leader there are 4 pillars that the Adidas group have defined: 1. Focus on the consumer 2. Achieve 3. Exploit portfolio of brands 4. Leverage global presence and scale
  • 18. The Retail Channel cont. Premises Processes Profit People Product
  • 19. The E-Commerce Channel • "Having the right products and the right marketing at the right time through e-shops.“ • Country-specific e-shops globally for both Adidas and Reebok. • Covers over 20 countries with intention to expand by 2015
  • 20. Developing the brand worldwide • Mass production/Mass marketing is NOT sufficient. The five key global trends 1. Fit for life 2. You are what you know and what you do 3. Celebrating individuality 4. Together is better 5. Back to basics
  • 21. One of the worlds leading brand for sporting goods
  • 22. Vision and Goals Vision: Become the “the leading sports brand in the world” Purpose: To lead the sporting goods industry with brands built upon a passion for sports and a sporting lifestyle.
  • 23. Vision and Goals cont..
  • 24. Adidas growth strategy playbook considers the full range of options Existing products to existing customers Existing products to new customers New products New geographies New delivery approaches New industry structure New competitive arena Acquisition JV Minority stake Strategic alliances Marketing Partnerships Organic investment IncreasingRisk How? Increasingcomplexity
  • 25. Conclusion • Simply put: Adidas has great competitive advantage through their strong research & development, outsourcing production, their logo - an international symbol, vast distribution channels and powerful partnerships
  • 26. Conclusion • It would not be possible for Adidas to achieve recognition for being the second largest sportswear manufacturer in the world without its tactful globalization.