adidas
N.Pravinraj
MBA 1st year
Section-A
CHIEF EXECUTIVE OFFICER
Herbert Hainer
INTRODUCTION:
Adidas Inc. is the German manufacturer company,
a marketer of sport apparel and athletic shoes.
Started in 1924 as dassler brother split up in 1948.
The company was named its founder,
Adolf Adi Dassler, in 1948 and register as adidas AG on
august 1949
SEGMENTATION:
Targets Men and Women.
Generally of the age between 15 years to 50 years.
Serving Niche segments for some products.
The consumer is a sportsperson or an athlete.
POSITIONING:
The apparels are stylish & designed to suit the
consumer need.
The eye gear and the perfumes are serving the niche
segment.
The Shoes are comfortable as compared to any other
in the segment.
TARGET CUSTOMERS
Targets the youth.
The consumer is from upper middle class.
The consumer is working & love sports.
The consumer is fashionable and stylish.
The target market of Adidas is the urban youth with
the brand proposition 'competition to lifestyle’.
PRICING:
The prices of the products are skimming.
The prices are psychological.
The segment is niche, so the prices are higher.
Some products are having penetration prices.
PROMOTIONS:
Brand Ambassador is Mr. Sachin Tendulkar, David Beckam.
Women Brand Ambassador is Ms. Sania Mirza, Katrina Kaif.
In Festival seasons Promotions are done Trough scratch cards and Discounts.
ADIDAS COMPETITORS:
Adidas expense to advertising (billion Euro)
S.W.O.T. Analysis:
Strengths:
In many events adidas is the biggest sponsor
Strong management team
Brand recognition and reputation
Diversity and variety in products offered on the web (footwear, apparel,
sporting equipment's, etc.,
Strong control over its own distribution channel
No bad reputation like child labor or environment pollution
In the Soccer industry, Adidas has a stronghold
Weaknesses:
High prices in some products
E-commerce is limited to USA
The direct sale to consumers is creating conflicts with its own resellers
Online customer service not "helpful" or easy to find
Opportunities:
Increase female participation in athletics “Adidas by Stella McCartney”.
Collaborate with other online retailers to offer Adidas products.
Possibility of outsourcing the web development and e-commerce to a third
party developer.
Threats:
• Nike'sstrong reputation in the footwear and apparel industry.
• Increase in the Price of Raw materials.
• Continuing challenges in import/export duties.
ADVERTISING:
ADVERTISING:
ADVERTISING MEDIA:
Commercial advertising media can include wall paintings, billboards,
street furniture components, printed flyers and rack cards, radio,
cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web pop-ups, skywriting, bus stop benches, human
billboards, magazines, newspapers.
COVERT ADVERTISING:
Covert advertising is when a product or brand is embedded in
entertainment and media.
For Example: In a film, the main character can use an item
or other of a definite brand, as in the movie.
TELEVISION COMMERCIALS
The TV commercial is generally considered the most
effective mass-market advertising.
Format, as is reflected by the high prices TV networks charge
for commercial airtime during popular TV events.
The majorities of television commercials feature a song or
jingle that listeners soon relate to the product
INFORMERCIALS:
There are two types of infomercials, described as long form and short form.
Long form infomercials have a time length of 30 minutes. Short form
infomercials are 30 seconds to 2 minutes long.
Infomercials are also known as direct response television (DRTV) commercials
or direct response marketing.
The main objective in an infomercial is to create an impulse purchase, so that the
consumer sees the presentation and then immediately buys the product through
the advertised toll-free telephone number or website.
References
http://www.scribd.com/doc/14149550/Advertising-Strategy-of-AdidasA-comparative-Study
http://www.scribd.com/doc/36155739/Adidas-Marketing-Mix
http://www.adidas-group.com/en/ourgroup/assets/history/pdfs/history-e.pdf
http://www.adidas-group.com/en/ourgroup/history/history.aspx
http://photobucket.com/images/adidas%20logo/
http://www.fanpop.com/spots/adidas/images/25454251/title/adidas-logo-photo
http://
dspace.k.utb.cz/bitstream/handle/10563/13243/ko%C5%A1%C3%ADkov%C3%A1_2010_bp
.pdf?sequence=1
http://www.adweek.com/adfreak/adidas-fires-its-largest-ad-campaign-ever-126944
