3. 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.
4. 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.
5. TARGETING
•Targets the youth
•The consumer is from upper
middle class
•The consumer is working & love
sports
•The Consumer is fashionable and
stylish
6. 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
8. ADIDAS SPORT PERFORMANCE
• Primary focus for adidas
• 70% of adidas income
• Main focus: running, football,
basketball, and training
apparel
• “Impossible is Nothing”
9. RUNNING
• 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)
10. ADIDAS STRATEGIES
• Focus on the global major and sport lifestyle markets
• “Impossible is Nothing”
• Women’s market
• Position as “Premium Brand”
• Three different categories of adidas strategies: adidas products
divisions, distribution, and pricing strategies.
11. FOOTBALL
• Main focus area at adidas
• World’s leading football brand
• Partnership with football association,
national federations, clubs,
and individual players.
12. BASKETBALL
• Aims to increase its presence in this category
• Main market is in NorthAmerica, Europe andAsia
especially in China
• “It Take 5ive”
14. 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
17. NIKE
• Teamed up with Apple Inc.
• Marketing strategy is an important
component of the company’s success.
• Sells its product to more than 20,000
retailers in the U.S., including its own
outlets and “Niketown” stores and in
approximately 140 countries in the world
• “Just do it” and “Joga Bonito” slogan
18. PUMA
• Third largest sportswear manufacturer in the world
• Business strategy is to solidify the brand’s status as a
global icon.
• Leading supplier in the motor sport footwear market.
