ABOUT THE COMPANY The Adidas Group is a worldwide operating German sports apparel manufacturer with its head office in Herzogenaurach, Germany. AdiDasler made his first shoes using the few materials available after the First World War. The company was founded in August 1949 and named after its founder Adolf (Adi) Dassler. With the winning of the World Cup 1954 in Bern by the German national team, the Adidas soccer shoes became world-famous. AdiDassler’s aim was to provide every athlete with the best possible equipment. Adidas reported in 1996 one of the most successful years in its history after implementing new sales and marketing strategies. In August 2005, the company announced that it had made a deal to acquire rival Reebok for $3.8 billion. 1998- sachintendulkar is brand ambassador for india 1999- introduced the cheapest range of shoes they had ever sold 2001- first televised advertisement for india:paes&sachin
The name of this company means stands for, “All Day IDream About Soccer”. At the beginning, Adidas made only soccer shoes. Adidas is a for profit business because they make products for a profit. The owner of the company gets to keep the profit. The goal of the organization is to be the best sports brand all over the world because if they can be like that, they will be able to get much more fame and wealth. Managers of the company manage four functions, planning, organizing, leading and controlling. Adidas is divided into three levels of management, first-line, middle and top. Adidas introduced its revolutionary three-divisional structure in 2002. The brand segmented into three divisions: 1. adidas sport performance, 2. adidas sport Heritage &, 3. adidas sport style.
Corporate Information CEO adidas-group :- Herbert Hainer Finance adidas-group :- Robin J.Stalker CEO adidas brand :- Erich Stamminger Global Operations adidas-group :- Glenn S.Bennett Managing Director adidas India :- Andreas Gellner
adidas in India Adidas first entered India in 1989 through a licence agreement with Bata. adidas later re-entered India for the second time in 1996 through a joint venture with Magnum International Trading Company Ltd with an initial investment of $2.5 million to form adidas (India) Trading Pvt. Ltd. adidas holds a 100 percent stake in the company.The company launches every six months between 600 and 800 new designs in footwear and between 1,500 and 2,000 new designs in apparels. The apparel range is priced between Rs279 and Rs2700, while the footwear is priced between Rs499 to over Rs12499. adidas' products in India are sold through 140 own outlets (excluding multi-brand outlets). The company, which is known for football and running shoes, introduced its cricket gear in India in 2004. The company adheres to strict quality and design specifications and uses the manufacturing unit of Lakhani Footwear to manufacture the locally produced adidas range in India.
Vision Mission Our mission is to become the best sports brand in the world. To that end, we will never equate quantity with quality. Our founder AdiDassler was passionate about sports. For Adi, the athlete came first. He gave those on the field, the court and the track the unexpected and the little differences that made them more comfortable and improved performance. This is our legacy. This is what the brand stands for. This will never change."
Organization Structure CEO Finance Chairman of the Board Global Operations Vice Chairman of the Board Adidas Brand Director Director Director Director Director Voice Chairwoman Director emp Represent
OBJECTIVES Quite simply, the key objectives were to reinforce adidas’ position as an innovator and technologically savvy marketer by leveraging off sponsorship of the much hyped Real Madrid tour of China and Japan by utilizing the 3G phone to connect with the football-mad populous. The fully adidas branded interactive 3G mobile experience was the perfect solution in a country where the top mobile content services are football related. This channel served to fill the audience need for game information & exclusive content/interviews available no where else. Additionally, the channel served to connect adidas with the adidas consumer who might not be able to attend the games but are served by the mass market penetration of the mobile phone. The tour was set to garner much general media hype, with this in mind, a first-to-market branded 3G Tour channel concept was set to benefit immensely from this surrounding excitement.