Marketing presentation

2. Waleed

3. Group Members
Salar Ahmed
Shabee ul Hassan
Waleed Jabbar
Ayesha Kanwal
Sehrish Zafar
Iqra Amjid
Neelum Waheed

4. MARKETING CASE STUDY OF ADIDAS
“Impossible is Nothing”

5. INTRODUCTION
 Founder: Adolf Dassler
 CEO: Herbert Hainer
 Headquarters: Herzogenaurach, Germany
 World Second leading company of footwear and
clothing
 Area served – Worldwide
 No. of employees: 60,617
 Sales: 15,900 Million Euro
 Net Income: 791 Million Euro

6. VISION
We are innovation and design leaders who seek to help athletes of all
skill levels achieve peak performance with every product we bring to
market.
We are consumer focused and therefore we continuously improve the
quality, look, feel, and image of our products and our organizational
structures to match and exceed consumer expectations and to
provide them with the highest value.
We are a global organization that is socially and environmentally
responsible, that embraces creativity and diversity, and is financially
rewarding for our employees and shareholders.
We are dedicated to consistently delivering outstanding financial
results.
“to bring inspiration and innovation to every athlete in the world.”

7. MISSION
The Adidas Group strives to be the global leader in the sporting
goods industry with brands built on a passion for sports and a
sporting lifestyle. We are committed to continuously strengthening
our brands and products to improve our competitive position.

8. HISTORY
 Adidas was founded in 1948 by Adolf Dassler, following the split of
Gebruder Dassler Schuhfabrik (Dassler Brother Shoe Factory)
between him and his older brother, Rudolf.
 During the 1936 Summer Olympics held in Germany, Adolf persuaded
U.S Sprinter Jesse Owens to run using his company’s spikes. Owens
went on to win 4 gold medals.
 Differences in political ideologies between the two brothers during the
World War II tensions betweens the two brothers.
 They finally split in 1947 and went to form adidas and Puma.
 Now owns brand like Rockport, Reebok, Taylormade, etc.

9. Ayesha

10. Market Place
In Pakistan:
In Pakistan adidas has its outlets in big
cities like Lahore, Karachi, Islamabad,
Multan etc.
Globally:
Adidas is working in almost all well
known areas of the world according to
a survey in 2016 adidas had 1757
stores and 902 factory outlets all over
the world.

11. Customers Needs And Satisfaction
Adidas work on its customers
need and satisfaction by
conducting survey on their
website and it also provide
survey guides to its customers
so that can easily participate in
survey.
www.adidas.com/feedback

12. Market Segmentation
 Adidas group divide the segementation into two groups ;
1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation

13. Geographic Segmentation
 Density:
 Urban
 Semi-Urban Cities

14. Demographic Segmentation
Demographic Segmentation refers to dividing the market into groups
based on demographic variables, such as sex and age .This method has
long been used in clothing market . Adidas brands products into range of
male , female, and kids, according to age and life cycle
segmentation.Adidas has a branded range of care and eye wear.
Performance, originals and style are three brands of Adidas.
Age:15 to 45
Income level:Greater than 15 Thousand per month.
Social Class:Upper middle class, Lower upper class and upper class

15. Psychographic Segmentation
 Psychographic Segmentation is used to divide the market into
groups based on social class, life style or personality
characteristics.Adidas focuses on social class because people
within given social class tend to have similar buying traits.Company
also use income, gender, ethnic and family life cycle segmentations
to distinguish their market but Adidas keeps it a little less
complicated and more wide ranged so the brand is marketing to
many different people all over the world.

16. Salar

17. TARGETING
“A target market is a group of customers a business has
decided to aim its marketing efforts and ultimately its
merchandise towards.”
 Targets the youth
 The consumer is from upper middle class.
 The consumer is working and sports lover.
 The consumer is fashionable and stylish.

18. Marketing Positioning
 Positioning is a marketing strategy that aims to make a brand
occupy a distinct position, relative to competing brands, in the
mind of the customer.
 SLOGAN – “ Impossible is Nothing”
 The shoes are comfortable as compared to any than any other
segments.
 The apparels are stylish and designed to suit the consumer
needs.
 The Eye gears and Perfumes are serving the niche segment.

19. Sehrish

20. Differentiation
 The brand has basically become synonym with yoga apparel and
dominates the segment against giants such as Nikes and Adidas .
 Performance - is another great product attribute that can be used to
separate your brand from competition.
 Design – attractive, Unique product design is very effective way to
differentiate.

21. Marketing Strategies And Plans
We have taken three clear strategic choices that we want to focus on
speed, cities, and open source.Our people will bring them to life.
 Speed:
We will become the true fast sports company.Fast in satisfying
consumer needs, fast in internal-decision making .
 Cities:
We have identified six key cities in which we want to grow share
of mind, share of market and share of trend.
 Open source:
We will be the first sports brand that invites athletes,
consumers and partners to be part of our brands.

22. Neelum

23. Distribution Channels
The major way in which Adidas is sold is through retail outlets. Adidas
has its own exclusive stores in which the material is provided directly
from the company. On the other hand, many multi brand showrooms will
also have Adidas apparel’s and footwear on display. These multi brand
showrooms get the products from a distributor. The third and last mode
of distribution is online. The products are sold through online medium
via fashion stores lie myntra.com as well as the online website of
Adidas. Thus the distribution channel of Adidas is as follows
1) Manufacturing > Adidas outlets > End customer
2) Manufacturing > Distributor > Multi brand showrooms
3) Manufacturing > Online fashion websites / Adidas website > End
customer
Due to the excellent brand equity of Adidas, the operating margins are
fairly high thereby keeping the distribution channel motivated. A
happy distribution channel means better promotion for the company.

24. ADVERTISING AND PUBLIC RELATION
 Adidas advertise its product through following ways :
 Media vehicles.
 Target audience .
 Seminars .
 Celebrities.
 Television commercials .

25. Iqra

26. Adidas Sale Promotion
By Conducting Sale:
Adidas conduct sales on yearly and seasonal basis that promote sales
for Adidas .
By Collaborating With Celebrities:
Adidas collaborates with celebrities that wear their products and
promote it in public,due to which its sale promotes.

27. Shabee ul Hassan

28. SWOT ANALYSIS
STRENGTH
 Largest International portfolio of sport ambassadors.
 Sponsors football teams with maximum fan following in India and USA.
 Highest brand image in India
 Adidas focuses on performance development and technology
development.
 Adidas is popular in among soccer and athletic fans
 Reebok has the largest market share in India

29. SWOT ANALYSIS
WEAKNESS
 Rigid pricing structure
 Has not done well in the Indian subcontinent market as compared to
its competitors Nike and Puma
 Least preferred brand among the three and currently stagnating
 Negative image portrayed by poor working conditions in its overseas
factories.

30. SWOT ANALYSIS
OPPORTUNITIES
 Increasing demand in the industry for products available online
 Increase female participation in athletics
 New technology and innovation to stay on top of market need.
 Collaborate with other online retailers to offer Adidas products
 Positive and increasing market trends can increase through the
effective advertising.

31. SWOT ANALYSIS
THREATS
 Nike's strong reputation in the footwear and apparel industry
 Strong competition from some of its major challengers in all
branches of the business
 Economic downturn in Asian Countries
 Increase in the Price of Raw materials

32. Pricing Strategy
Adidas, because of its style, design and promotions uses
skimming as well as competitive pricing. For run of the
mill products, Adidas uses competitive pricing keeping in mind
competitors like Nike,Puma, Under amour, New balance. But
for products which are newly introduced in the market and are
uniquely designed, Adidas uses skimming price! he target
customers for Adidas are the upper middle class as well
as high end customers. Adidas never uses penetrative pricing
because that will affect the brand equity of Adidas. "n
fact, higher price point helps in the price quality approach
and psychologically, customers think that a higher price will
mean better quality as well. Thus, Adidas rarely drops its
price.

33. Thank you!

34. Any Query?