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COMPANY PROFILE
• Founder: Adolf (Adi) Dassler
• CEO: Herbert Hainer
• Headquarters: Herzogenaurach, Germany
• Area served : worldwide
• No. Of employees: 57,016
• Website : www.adidas-group.com
HISTORY
• Adidas was founded in 1948 by Adolf “Adi” Dassler, following
the split of Gebrüder 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 between the two brothers.
• They finally split in 1947 and went on to form adidas and
Puma.
• Now owns brands like Rockport, Reebok, Taylormade, etc.
LOGO
PRODUCT CATEGORIES
ACCESSORIES CLOTHING
WHAT IS THE
MARKETING MIX OF ADIDAS ?
PRODUCT RANGE
PRODUCT
Footwear
Clothing
Accessories
A New Strategy: Limiting Supply
• Adidas is actually limiting the availability of popular
shoes, example : Ultra Boost
• 2024 it would use only recycled plastics in all its shoes and clothing.
• This strategy is not just going to have an impact on Adidas but also
have profound implications in the overall fashion industry.
BRAND IDENTITY PRISM
Traditional, conservative,
Sports and fitness Collective
•Launch commercials/ads
• Paralympics achievers in their ads like
NICK VIJUCIC who is a great motivational
speaker and a sportsperson itself
• supporting social issues
•Use of the colour black and white
SOCIAL ROCKSTARS
CASH COWS
BCG DOG
-Clothing and apparel -Hats & Sunglasses
-high market share -low market growth
-low market growth -low market share
Market share
PORTER’S FIVE FORCE MODEL
Company Rivalry
• High threat –competitors
• Good Quality Threat of new Entrants
Bargaining power of Buyer • Switching cost • Moderate Threat
• Price sensitive ( low switching • Customer Loyalty • Capital – R & D, Marketing,
cost) Advertising
• Online shopping • In house/outsourcing bargaining of
• Cost of innovation contracts
PORTER’S
FIVE
FORCES
MODEL
Bargaining power of Supplier Threats of Substitutes
• Low threat
• Low threat
• Several small suppliers
• Performance of substitute
• Investment in suppliers technology
• Cost of switching
• Recycled polyester (price slowly
• Nike, Puma
increasing)
S W O T
Marketing Plan for Indian Market for the coming 5 years (2020-
2025
Based on BCG Matrix, Poter’s five force model, PESTEL, SWOT &
Value
• Market penetration- achieving market shares across the globe in which Adidas
compete.
• Market development- increasing into new business markets and reacting to
consumer segments.
• Product awareness- developing visibility and consciousness of all brands
giving consistent and clear support and messaging product inventiveness at
point-of-sale
• Focusing on New Market Segment: Value Segment
MARKET SEGMENT
GEOGRAPHIC SEGMENTATION: Urban and Semi-Urban Cities
BEHAVIORAL SEGMENTATION: Gym regular users, Sports lovers, Street Fashion lovers, Athletes
Image seekers, Brand freaks
DEMOGRAPHIC SEGMENTATION
AGE: 15-40
SOCIAL CLASS: Middle, Upper Middle, Upper Class & Lower Upper
INCOME LEVEL: INR 50,000+
GENDER: Both male and female
MARKETING MIX
PRODUCT:
• Continue Premium Technological & Sustainable Products with new Value Segment Products and Limited Addition
Collaborated Products
• Market and sell more products at the greater rate and raise the market share
• Differentiation Leadership Strategic Product Positioning (Porter’s Generic strategies)
PLACE:
• OMNI-Channel Retailing
• Focusing more on Tier-2 & Tier-3 cities along with Tier-1
• Availability through EBOs, MBOs, App, Website & E-commerce Marketplaces
• Stores dedicated to Personalised Products
PRICE:
• Premium Pricing for New Technological Products
• Economy Pricing for New Value Segment
• Pricing Strategies for Product Line
• Add-on Pricing for Personalised Products
PROMOTION & MARKETING
• Omni Presence
• Adidas as a Technological Advance Brand
• Integration of Global Marketing with Indian Marketing
• Introducing New Young Faces & Influencers (Kyrie Irving & Neymar Jr. etc.)
• Re-Positing of Brand from ‘Sports’ to ‘Sports & Style’
• Limiting Supply of Special Luxury Collaborated Product Lines
• Going back to early 21st century's Guerrilla Marketing Strategies
• Focusing on Experiential Marketing through Events
• Co-Branding Strategies with Designers, Personalities & Retailers
Return of Investment
• Adidas is capable of providing the funds for marketing communications
• Successful launches of New Technological & Sustainable Product Line for the
time period
• New Limited Luxury Collaborated Product Lines
• Increased Rate of Sales & Sell Thru of products
• Penetration in New Segment of Value Products