INTRODUCTION Adidas Inc. is the German manufacturer, a marketer of sport apparel and athletic shoes. The company was named its founder, Adolf(Adi) Dassler, in 1948.
HISTORY Started in 1924 as dassler brother split up in 1948 and register as adidas AG on august 1949 In 1997 adidas AG aquires the salamon group In 2005 adidas Ag acquired British rival Reebok.
Targets the youth
The consumer is from upper middle class
The consumer is working & love sports
The Consumer is fashionable and stylish
POSITIONING The shoes are comfortable as compared to any other in the segment The apparels are stylish & designed to suit the consumer need The eye gear and the perfumes are serving the niche segment
ADIDAS SPORT PERFORMANCE
Primary focus for adidas
70% of adidas income
Main focus: running, football, basketball, and training apparel
“Impossible is Nothing”
adidas “top priority in 2007”
Brand of choice for runners on all levels
Partnering with running retailers
Partnerships with the global marathon events (such as Boson, London, and Berlin Marathons)
Focus on the global major and sport lifestyle markets
“Impossible is Nothing”
Position as “Premium Brand”
Three different categories of adidas strategies: adidas products divisions, distribution, and pricing strategies.
Main focus area at adidas
World’s leading football brand
Partnership with football association, national federations, clubs, and individual players.
Aims to increase its presence in this category
Main market is in North America, Europe and Asia especially in China
“It Take 5ive”
PPARTNETSHIPS WITH NBARTNETSHIPS WITH NBA
Products The core benefit is to satisfy consumers’ needs or want. Caters for different needs and wants of consumer Uphold its brand by constantly upgrading and improving products’ innovative features and quality to satisfy its customers. Today, Adidas has established itself as a strong brand for sports apparels. Marketing Mix ( 4Ps )
Marketing Mix ( 4Ps ) Price Adidas is a shopping product Able to penetrate the market as it is cheaper than its competitors Uses market skimming e.g white T-mac 4 shoes is being charged at a higher price than the other colour of the same version
Marketing Mix ( 4Ps ) Promotion Promotion objective Become the NO.1 sporting brand in the world. Promotion Mix Advertising commonly through the mass media. Through the use of the internet Point of Sale ‘Impossible is Nothing’ campaign
Marketing Mix ( 4Ps ) Place Distributing some of the Adidas products to the various sporting outlets e.g Royal Sporting House, World of Sports, Sportslink Adidas outlets Online purchasing through the internet