Adidas is a German manufacturer and marketer of sports apparel and footwear. Founded in 1924 by Adolf "Adi" Dassler, Adidas focuses on footwear, clothing, and accessories. It targets youth and upper middle class consumers who enjoy sports and have a fashionable, stylish lifestyle. Adidas positions its products as comfortable and designed to meet consumer needs. Its largest product categories are footwear, clothing, and accessories, with a primary focus on running, football, basketball, and training apparel.

1. adidas

2. CHIEF EXECUTIVE OFFICER Herbert Hainer

3. INTRODUCTIONAdidas Inc. is the German manufacturer, a marketer of sport apparel and athletic shoes.The company was named its founder,Adolf(Adi) Dassler, in 1948.

4. HISTORYStarted in 1924 as dassler brother split up in 1948 and register as adidas AG on august 1949 In 1997 adidas AG aquires the salamon groupIn 2005 adidas Ag acquired British rival Reebok.

5. TARGETINGTargets the youth

6. The consumer is from upper middle class

7. The consumer is working & love sports

8. The Consumer is fashionable and stylishPOSITIONINGThe shoes are comfortable as compared to any other in the segmentThe apparels are stylish & designed to suit the consumer needThe eye gear and the perfumes are serving the niche segment

9. PRODUCT LINEFootwear

10. Clothing

11. AccessoriesADIDAS SPORT PERFORMANCEPrimary focus for adidas

12. 70% of adidas income

13. Main focus: running, football, basketball, and training apparel

14. “Impossible is Nothing”RUNNINGadidas “top priority in 2007”

15. Brand of choice for runners on all levels

16. Partnering with running retailers

17. Partnerships with the global marathon events (such as Boson, London, and Berlin Marathons)ADIDAS STRATEGIESFocus on the global major and sport lifestyle markets

18. “Impossible is Nothing”

19. Women’s market

20. Position as “Premium Brand”

21. Three different categories of adidas strategies: adidas products divisions, distribution, and pricing strategies.FOOTBALLMain focus area at adidas

22. World’s leading football brand

23. Partnership with football association, national federations, clubs, and individual players.BASKETBALLAims to increase its presence in this category

24. Main market is in North America, Europe and Asia especially in China

25. “It Take 5ive”PPARTNETSHIPS WITH NBARTNETSHIPS WITH NBA

26. ProductsThe 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 )

27. Marketing Mix ( 4Ps ) PriceAdidas is a shopping productAble to penetrate the market as it is cheaper than its competitorsUses market skimminge.g white T-mac 4 shoes is being charged at a higher price than the other colour of the same version

28. Marketing Mix ( 4Ps )PromotionPromotion objectiveBecome the NO.1 sporting brand in the world.Promotion MixAdvertising commonly through the mass media.Through the use of the internetPoint of Sale‘Impossible is Nothing’ campaign

29. Marketing Mix ( 4Ps )Place Distributing some of the Adidas products to the various sporting outletse.g Royal Sporting House, World of Sports, SportslinkAdidas outletsOnline purchasing through the internet

30. FINANCIAL ANALYSISRevenue: € 10.38 billion (2009)Profit: €245 million (2009)