marketing plan of adidas.

1. Presented By: Group-4
Date-13/11/2019Subject-Marketing Strategy
Marketing Plan

2. Mission and Vision
The Adidas group strives to be the global leader in the
sporting goods industry with brand build on passion
for sports and a sporting lifestyle.
They are committed to continuously strengthening
their brands and products to improve their competitive
position.
To be the most successful enterprise, delighting
customers with a wide range of products and
solutions in the automobile industry with the
best people and best technology”
2

3. Business Model
Significantly reduced complexity on a group level by streamlining the global product range
consolidating warehouse base as well as harmonizing above market-service
Faster product creation and production
Focused on creating innovative products
Innovative speed models in supply chains to
respond quickly to customer needs
Creating high performance product line based
on specific needs of athletes and customers
3

4. 4
Target Market
SPORTS ATHLETES AGE GROUP OF 20-29 –
STRONGEST CONSUMER BASE
AGE GROUP OF 14-19 – MOST
INFLUENTIAL CONSUMER GROUP

5. Product Range
5

6. Main Competitors
6

7. SWOT Analysis Analysis
Strength Market Presence Strong brand Online Presence
Distribution
chain
Weakness High cost
structure
Limited product
line
Online customer
service not
helpful
Opportunities Technological
innovations
Acquisition and
mergers
Expand product
and service line
Enter new
markets
Threats Price war with
competitors
Competition
from local
players
Suppliers’ power
to set prices
7

8. Strategy
8
Brand Portfolio Innovation Markets Sustainability
Distinctive
brands covering
consumers from
sport
performance to
sport lifestyle
Improvements
of products,
services and
process
Focus on high
potential
market and
distinctive
channels
Recognizes
responsibilities
towards
environment and
employees

9. 9
4 p’s
Marketing Mix

10. Product
10
Constantly
upgrading and
improving
products
innovation
features and
quality to satisfy
its consumers
The core benefit is
to satisfy
consumers needs
or want
Caters for
different needs
and wants of
consumer.
Today, Adidas has
established itself
as a strong brand
for sport apparels
Product

11. Price
11
The target customer for
Adidas is the upper middle
class as well as high end
customers.
For run of the mill products,
Adidas uses competitive
pricing keeping in mind
competitors like Nike,
Reebok .
Adidas, because of its style,
design and promotions uses
skimming prices as well as
competitive pricing.
Price

12. Place
• Adidas has its own exclusive
stores.
• Many multi brand showrooms will
also have Adidas apparel’s and
footwear on display
• Online medium via fashion stores
like myntra.com as well as the
official online website of Adidas.
12
Place

13. Manufacturing
Adidas outlets
End customer
13
Manufacturing
Distributor
Multi brand showrooms
Manufacturing
Online fashion websites
Adidas website
End customer
Contd…

14. Promotion
14
The top player Brand ambassadors like Lionel Messi, Ronaldinho, Sachin Tendulkar and
various others.
Adidas also sponsors teams and some of the top teams include Real Madrid, France,
Great Britain (in football), England and South Africa (in cricket) and several others.
Advertising commonly through the mass media.
Through the use of internet.
“Impossible is nothing” campaign.

15. Budget
15
• In 2018, the Adidas Group spent approximately 153
million euros on research and development.
• 5% less than 2017
R&D
• In 2018, Adidas marketing expenditure stood at $3.5
billion- representing roughly 14% of total revenues.
• 3.8% more than 2017
Marketing

16. Where will the marketing money be spend in 2019.
16

17. 17