14. Adidas v/s Puma Puma Adidas Reason for Being Mixing the influences of sports, lifestyle, and fashion Improving every athlete’s performance through innovation Value Proposition Fits your active lifestyle Perform at the highest level Reasons to Believe - Distinctive trend setting styles - Branded retail experiences - Co-developed celebrity lines - Co branding partnerships (Ferrari, - Partnerships with famous designers (Starck, Wanders) - Mass customization - Promotional events - Footwear technology innovations - Automatic customization (Adidas 1) - Co developed celebrity lines (Stella McCartney) - Classic styles, tradition and heritage - Mass Customization (Adicolor) Persona Mixing the influences of sports, lifestyle, and fashion Clear, orderly, practical, hi tech, classic, sophisticated, sincere
15. Adidas v/s Puma Puma Adidas Associations Fashion brands (Gucci, Armani, Dolce Gabbana) Fringe / extreme sports Music artists & movie stars Elite Soccer players, soccer teams, NBA stars Hip hop artists (Run DMC) Mainstream sports Range of Authority Performance & casual footwear Apparel & accessories High performance footwear Performance & casual apparel Audience Anyone who leads an active lifestyle Anyone who plays sports Relationship Hip friend who shows you a good time Respected coach
16. SWOT Analysis Strengths Opportunities Experience in R and D Fitness hype Branding Technology Management and International Strategy Acquisitions and sponsorships Weakness Threats Missing Sports Segments Actual economic situation Low financial resources compared to rivals High competition and imitation of products
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