Upload
rajavati-nadar
View
253
Download
2
Embed Size (px)
Citation preview
7/29/2019 43300948 Marketing Strategies by Adidas
1/22
MARKETING PLAN BY
The Team:
Preeti Bhavadas Amit ShettyNithya K.
Jignesh Mehra Pramila Rawat
7/29/2019 43300948 Marketing Strategies by Adidas
2/22
7/29/2019 43300948 Marketing Strategies by Adidas
3/22
HISTORY
Adidas Inc. is a marketer of sports apparel and athletic shoes.
Adidas was formed by German by the founder Adolf (Adi) Dassler
during 1920s.
The company Adidas was founded in the early 1920s as Gebruder
Dassler Schuhfabrik in Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few years
later he and his brother Rudolph were selling special shoes for
tennis players and began design specific shoes for different sports.
The family company later split in 1948. After the split, Adolf (Adi)
Dassler founded Adidas and his brother Rudolph founded Puma. The three-stripe logo was designed in 1941 by Adi Dassler and he
registered it as a trademark for Adidas after the split.
7/29/2019 43300948 Marketing Strategies by Adidas
4/22
OVERVIEW
Adidas is the groups core brand and a leader in the sporting goods market.
At the heart of Adidas is- PASSION:
Passion for Sports
Passion for Athletes
Passion for Products.
Adidas is a brand built on leading technology and cutting-edge design. It is abrand identified and respected by consumers for its innovative, inspirational
and authentic values.
Adidas is organized into three consumer-oriented product divisions: Forever
Sport, Originals and Equipment. This structure is unique to the industry and
reflects the brands commitment to meet changing market demands, while
remaining anchored to its brand principles and heritage. Performance-oriented footwear, apparel and hardware products will always
remain the lifeblood of adidas.
7/29/2019 43300948 Marketing Strategies by Adidas
5/22
Products of Adidas Group
Adidas
Footwear, apparel, and hardware such as bags and balls
Reebok
Footwear, apparel and hardware
Rockport
Footwear
Taylor Made- Adidas Golf
Golf Equipment: metalwoods, irons putters, golf balls, footwear,
apparel and accessories
7/29/2019 43300948 Marketing Strategies by Adidas
6/22
Adidas in India
1989 Ventured India market on a license agreement with Bata.
1996 Joint venture with Magnum International Trading Co. Ltd.
1998 Sachin Tendulkar was the first Brand Ambassador for India.
1999 Introduced the cheapest range of shoes they had ever sold.
2001 First televised advertisement for India: Paes & Sachin
2004 Advantage Adidas Campaign kicks in 30% growth milestone
2005 Andreas Gellner became the new MD, India.
* Christopher Bezu is the head of Adidas Asia Pacific
7/29/2019 43300948 Marketing Strategies by Adidas
7/22
Marketing Plan
The Game Plan unveiled by Adidas in India is to become the number
one sports brand in the country by 2010, either through Reebok or
Adidas.
In Asia Adidas India wants to become number one company by 2010,
as of now India is lagging behind other countries in the region atnumber four, way behind the likes of Japan, China and Korea
According to Bezu, In the sports gear market, we are already number
two as a brand, and number one as a group company in India.
The company has already commissioned a survey to study consumer
trends in India. Besides, it is experimenting with new formats andmanaging retail operations.
About 13% to 14% of our net sales are invested back in developing the
markets. That is the growth strategy
7/29/2019 43300948 Marketing Strategies by Adidas
8/22
Mission of Marketing Plan
To devise a marketing plan and formulate strategies which would help
in the achievement of the marketing objectives of the company which
are;
Market penetration gaining market share across all markets in which
we compete.
Market development expanding into new markets and addressing
new consumer segments.
Brand Awareness - increasing awareness and visibility across all
brands, providing clear and consistent messaging and supporting
product initiatives at the point-of-sale.
7/29/2019 43300948 Marketing Strategies by Adidas
9/22
Marketing Strategies
Adidas outsources its production and only focuses on marketing
Adidas believes that marketing is much more important because shoe
is in the shopping goods category.
Focus and target all sports that are popular in India.
Cooperate with famous designers Change the traditional image of sport.
Associate their brand with Major Sporting Events.
Hire A Class sports personalities to market and endorse their
various range of products.
Partnering with events meant for Young audience like Music channels,Rock Shows, Sporting events to target Urban Youth Market.
7/29/2019 43300948 Marketing Strategies by Adidas
10/22
Marketing Strategies
The strategy of Adidas in India has been consistent over the past few
years. The broad elements of the strategy are to target the brand to
urban youth with our brand proposition from competition to lifestyle
using the authentic sports platform and build and reinforce credibility
through relevant brand ambassadors and grassroots sports marketingprograms.The principle consumption centres namely the metros are
also a potential target market.
Further, it would target principal consumption centres, namely metros
and build significant stand-alone exclusive store presence in
significant locations. The strategy would be to play to our strengths,
i.e. in apparel and mid to high priced footwear.
7/29/2019 43300948 Marketing Strategies by Adidas
11/22
MarketingStrategies
Adidas is also focused in Marketing with respect to the needs of the
customer like;
Comfort
Performance
Durability
Style
Price
Brand
3.45
13.79
50
24.14
5.173.45
0
5
10
15
20
25
30
35
40
45
50
Price Durability Comfort Looks Brand Others
7/29/2019 43300948 Marketing Strategies by Adidas
12/22
Marketing Strategy- Competence
Multi-Brand Approach
There is a natural limit a brand can achieve given the diverse tastes
and expectations of a highly fragmented consumer market. Therefore
Adidas being a multi-brand entity, their approach provides the firm
with a major competitive advantage and significant additional
commercial opportunities compared to a single brand strategy.It can leverage the power of its brands in a more precise and
meaningful way, utilizing the combined strengths of each to compete
for a higher percentage of the market, covering a greater number of
consumer needs, price points and demographics.
Cost Leadership-
The acquisition of Reebok has created significant opportunities to
reduce and optimize costs, through scale benefits, back office
consolidation and combined capital expenditure planning.
7/29/2019 43300948 Marketing Strategies by Adidas
13/22
Marketing Strategy- Competence
Broader Distribution
Adidas follows the strategy of closely monitoring and co-
operating with the retailers, so that they can significantly
improve the in-store experience of the product. Retail
partnerships is also helping the firm to improve effectivenessin the market which is dominated by price and lack of
differentiation.
7/29/2019 43300948 Marketing Strategies by Adidas
14/22
SWOT ANALYSIS
Largest International portfolio of
sport ambassadors.
Sponsors football teams with
maximum fan following in India
and USA. Highest brand image in India
Adidas focuses on performance
development and technology
development.
Adidas is popular in among soccerand athletic fans
Reebok has the largest market
share in India
22.94
25.29
28.24
7.65
2.35
13.53
0
5
10
15
20
25
30
Nike adidas Reebok Power Puma Others
STRENGTH
7/29/2019 43300948 Marketing Strategies by Adidas
15/22
SWOT ANALYSIS
WEAKNESS Rigid pricing structure
Has not done well in the Indian subcontinent market as compared to
its competitors Nike and Puma
Least preferred brand among the three and currently stagnating
Negative image portrayed by poor working conditions in its overseas
factories.
OPPORTUNITIES
Increasing demand in the industry for products available online
Increase female participation in athletics
New technology and innovation to stay on top of market need.
Collaborate with other online retailers to offer Adidas products
Positive and increasing market trends can increase through the
effective advertising.
7/29/2019 43300948 Marketing Strategies by Adidas
16/22
SWOT ANALYSIS
THREATS
Nike's strong reputation in the footwear and apparel industry
Strong competition from some of its major challengers in all
branches of the business Economic downturn in Asian Countries
Increase in the Price of Raw materials
7/29/2019 43300948 Marketing Strategies by Adidas
17/22
PRODUCT
Attracting competitors' customers.
Sharper product differentiation.
Finding other products' uses.
Increasing promotional effort.
PRICE
Increasing present customers' rate of
usage.
Increasing the units of sales.
Special price packages / cross-selling
products
Reduction in price.Price incentive for increased use
PROMOTION
Attracting other market segments.
Seeking other distribution channels.
Advertising in other media.
PLACE
New geographical markets.
National market expansion.
Regional market expansion.
Export market expansion.
4Ps of ADIDAS
7/29/2019 43300948 Marketing Strategies by Adidas
18/22
Market Segmentation
Geographic Segmentation:
Density: Urban and Semi-Urban Cities
Demographic Segmentation:
1. Age: 15 to 45
2. Income level: Greater than 15 Thousand per month.
3. Social Class: Upper middle class, Lower upper class and upperclass
7/29/2019 43300948 Marketing Strategies by Adidas
19/22
Market Segmentation
Behavioural Segmentation:
Pyschographic Segmentation
Experiencers
Achievers
Image Drivers
Strivers
Benefit Segmentation
Athletes
Gym Regulars
Sports Enthusiasts
Brand Freaks
Image Seekers
7/29/2019 43300948 Marketing Strategies by Adidas
20/22
Distribution Channel
All products of Adidas Group in India are outsourced from Asian
countries like Taiwan, Indonesia and Malaysia. 96% of Adidass
footwear and 78% of apparels are produced or sourced from Asia.
Adidas Globally operate on a third party contract manufacturing
model. In India, Adidas has two contract manufacturers. One of themis a Taiwan Based company Apache based out of Nellore, Andhra
Pradesh.
Adidas follows a basic franchisee model distribution process. After
the footwear and apparels are imported from the outsourced countriesto the contract manufacturers. Goods are then distributed to the
regional warehouses, from here they are forwarded to respective
franchisees. Footwear and apparels are then available to the
consumers from these respective franchisees.
7/29/2019 43300948 Marketing Strategies by Adidas
21/22
Bibliography
http://www.adidas.com/in
http://www.google.com
http://economictimes.indiatimes.com/
http://www.thehindubusinessline.com/
http://www.financialexpress.com/
http://www.wikipedia.com
7/29/2019 43300948 Marketing Strategies by Adidas
22/22
Thank You!!!