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, basketb
all, 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
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 North
America, Europe and Asia
especially in China
• “It Take 5ive”
14. Marketing Mix ( 4Ps )
Products
• The 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.
15. Marketing Mix ( 4Ps )
Price
– Adidas is a shopping product
– Able to penetrate the market as it is
cheaper than its competitors
– Uses market skimming
• e.g white T-mac 4 shoes is being charged at a
higher price than the other colour of the same
version
16. 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. Marketing Mix ( 4Ps )
Place
– Distributing some of the Adidas products to
the various sporting outlets
• e.g Royal Sporting House, World of
Sports, Sportslink
– Adidas outlets
– Online purchasing through the internet
20. 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
21. 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.
