1. Abhishek Gupta
C019
Kumar Vaibhav
C062
Pratik Shah
C051
Vaibhav Khurana
C031
Jatin Nigam
C041
Neha Bhutala
C008

2. Company Profile
1924
Founded in Germany by two bothers Adi and Rudolf Dassler
1936
Earned name after Jesse Owens won 4 gold medals in olympics
1948
Dassler leaves to start his own company which is now known as Puma
1949
Registered 3 stripe design
1954
Screw-in studs developed for German team helping them win world cup
1967
Franz Beckenbauer's tracksuit first ever piece of apparel from Adidas
1970
Telstar - official match ball of the 1970 FIFA World Cup in Mexico
1972
Adidas presented a new logo in German Olympics: the Trefoil
1989
Adidas becomes a corporation, but still retains family ownership
1995
adidas went public with its stock
2006
Reebok International Ltd. Acquired by Adidas

3. Company Profile

4. Launches in 2013 Energy Boost running shoe
Supernova Glide Boost running shoe
Springblade running shoe
Crazyquick basketball shoe
D Rose 4 basketball shoe
Terrex Swift R GTX hiking shoe
Nitrocharge football boot
Mastermind Originals sneaker collection

5. Market Research Worldwide Rival - Nike Market Share – 12%
Second Largest Market Share after Nike (17%)
Product Strategy
Best Market Share in UK
170 Subsidiaries
Major Sports – Football and Basketball
257 million pairs of shoes produced in 2013

6. Market Research Product Catalogue Recent one – Energy Booster
1371 types of shoes
Performance dependant product

7. Market Research
Indian Market
Sports Shoes Market – 7%

8. Market Research Marketing Presence (Sponsorships and Endorsements)
Sports
National Teams
Club Teams
Players
Baseball 1
Basket Ball 5 32 88
Cricket 2 14
Golf 15
Tennis 69

9. Market Research Adidas and Football Major Revenue
Sponsored Balls in 12 FIFA Cups, 6 UEFA Cups, 4 Afcon Cups and 5 Olympics
Official Supplier in 34 High Profile Tournaments across globe
Sponsors 67 National Teams, 393 club teams and 500+ players
3 among the top 10 highest sponsored football players in 2014 football

10. Market Research Dipping market share in US At seventh position
Nike 54%

11. Our biggest asset isn't on our balance sheet, and that's our brand - Dean Hawkins CFO, Adidas

12. Brand Equity
Faster
Stronger
Smarter
Cooler
Natural

13. Brand Equity
Brand Equity’s “Most Exciting Brand 2013” had ADIDAS shoes in the first place in the sportswear category

14. Brand Equity
Adidas could be considered the First sports company to use “Celebrity Endorsement" for their products

15. Brand Equity Diversity Athleticism Performance Healthy Lifestyle
8 million views for #takethestage content on you tube

18. Consumer Behaviour
Consumers’ product and service preferences are constantly changing. To market consumers effectively you must understand these desires in order to succeed.

19. Consumer Behaviour
Adidas like a good marketer tries to find out the cause behind the need. In one such survey women cited a little black dress as the main reason tat made them work-out. This contradicted the company’s earlier beliefs.

20. Consumer Behaviour
Culture and values are also taken in consideration by Adidas. Cultural backgrounds influence the Consumer Decision Making process because consumers of a distinct background tend to have similar needs and identical consumption patterns.

21. Consumer Behaviour
Adidas realized that women in China were intimidated by the gym. So they launched “All in for My Girls” campaign featuring Taiwanese pop star Hebe having a good time with her friends doing normal workout exercises.

22. Consumer Behaviour
Adidas adopted one of its track shoes into an exceptionally light football boot. Released in 2010, it became an instant hit and it scored far and away the most goals in that year’s Football World Cup.

23. Primary Research

24. Segmenting
Targeting
Positioning

25. Segmentation Demographic Age Income Gender Psychographic Image Driver
Enthusiasts
Brand conscious
Behavioral
Athletes
Gym regulars
Sports enthusiasts

26. Targeting Mostly youth in age group between 15-30
Upper Middle Class and Elite Class
Sports Enthusiasts
Fitness Freaks

27. Positioning Innovative
Brand Perception
Innovative
Partnered with Major League Soccer to incorporate Live Microanalysis technology to football
MiCoach elite team system was developed to capture live data such as speed, distance, field position, heart rate, acceleration
Sporty Brand
Associates itself with major sporting events like FIFA World Cup, NBA on a regular basis
Long term partnerships with big football clubs like Real Madrid, Bayern Munchen and biggest names in the Sports world

28. Marketing Mix
Product
Price
Place
Promotion

29. Product Combination of technology and design
High quality products aimed at providing the best value to the customer
Combination of technology and design
Wants and Desire based products
Robust and Athletic

30. Price
Uses skimming pricing for newly introduced and uniquely designed products
Competitive pricing for run of the mill products keeping in mind competitors like Nike, Puma
Doesn’t use penetrative pricing to keep a higher price quality approach in customer’s mind

31. Promotion Television Product Placement Below the Line
Creative and adrenaline pumping ads filled with energy
“Impossible is nothing” and “All in or Nothing” ad campaigns
Television
Ties up with top players from across the world like Messi,Ronaldo
Sponsors some of the biggest teams in the world e.g. Real Madrid, French football team
Product Placement
Creative outdoor campaigns & events marketing
Social and digital channels like TaketheStage campaign on Twitter, Youtube to support Team GB during London Olympics 2012
Below the Line

32. Place
Exclusive Retail stores, E-Commerce, Joint ventures with retail partners provide high level of brand control
Integrated distribution roadmap set up to ensure further growth and to increase brand presence in under-penetrated, affluent cities
The London 2012 Games was the perfect opportunity to have a global reach and engage with customers across segments

33. Competitor Analysis
V/S

34. History
Nike was originally found in 1964 by Phillip Knight and Bill Bowerman, as 'Blue-Ribbon Sports'. The name was changed to 'Nike' in 1978 coming from the Greek goddess of victory , which clearly shows its magical impact upon the grounded, yet amazing success of the brand in the market Nike's headquarters are in OREGON USA
Adidas is much older as compared to it's American Rival, found in The name 'Adidas' is based on the name of the founder. Adidas', on the other hand, was framed by the name of the founder Adolf 'Adi' Dassler; the iconic name can act to support the purpose of their products, standing for 'All day, I dream for sport

35. Models
ADIDAS
Famous people Tries to make the buyer feel they are connected to famous people (both into the same trends)
NIKE
Motivational stories/ people Oscar Pistorius

36. ADIDAS V/s NIKE