ADIDAS GROUP: The Future Marketing Plan

*Style Brand

*Originals

*Performance

History of SportAdolf “Adi” Dasslar

Provide athletes with the best suited pair of shoes for their respective sport.’

Dasslar’s 3 principles of providing the best shoes: 1. produce the best shoe for the requirements of the sport, 2. protect the athlete from injury, and 3. make the product durable and able to withstand the extreme conditions of the sport.

MISSION STATEMENT “The adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.”

Adidas Group Brand Range

Salomon who provide winter sport+other accessories (skis, snowboards, snowblades, ski boots, bindings, inline skates, and hiking apparel),

Mavic (cycle accessories/components),

Bonfire (climbing equipment),

Cliché (skateboard equipment, footwear, and apparel)

Maxfli-shoes and apparel

Taylor-Made-Adidas-golf balls, irons, and accessories, and of course Reebok.

The Adidas Group is globally represented in major markets all over the world with main headquarters in Herzogenaurach, Germany

Company MissionsWe are a global organization » that is

socially and environmentally responsible, creative and financially rewarding for our employees and shareholders.

We are committed » to continuously strengthening our brands and products to improve our competitive position.

We are dedicated » to consistently delivering outstanding financial results. 

Company MissionsWe are consumer focused » and therefore we

continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.

We are innovation and design leaders » who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.

“ADIDAS Is All In” Campaign”The launch of the biggest marketing campaign in the brand’s history began on March 16th. 10 years in the making.

Brings a mix of sports, cultures, and lifestyles while bringing sport, music, and fashion together.

This Global Brand Campaign marks the first time ADIDAS has brought sub-brands; ADIDAS sport performance, ADIDAS originals, and ADIDAS sport-style

Aimed at 14- to 28–year-old customer/consumers

SWOT

SMART GOALS

(S)pecific-The group operating margin to increase to a level between 7.5-8.0%. Earnings per market share 10-15% to the level of about 2.98(4.33)-3.12 (4.5335) Euros/Dollars As well keep our gross margin from last year

stable at 47.5-48.0%

(M)easurable-Take each quarterly to reach the goals. Measure each time, so we can reach these goals. Releasing of new products, bringing out the new/improved sub-brands throughout the year.

(A)chievable/Action-Oriented-We have strong brands, global reach, and stability as we are in a better financial situation than 2010. The All-In campaign, our promotional partnerships. adiZero, Supernova, and Response are many of lighter, faster shoes/apparel innovations we will release to meet these goals.

(R)elevant-Between all subsidiaries, new products, innovations, etc. we can conquer and exceed these goals as well as our position in the industry. (esp. through the All-In Campaign.) In this financial crisis, connecting with the consumer, while maintaining control of finances is crucial.

(T)imebound-End of forth quarter/end of year. Achievable.

4 P’s

Product-Football, Basketball, Tennis, women’s Training, adidas skateboarding, etc.

Place-Globally launching in Europe, North and south America, Asia and south Africa.

Promo-TV, Print Ads, Facebook, Youtube, Twitter, Internet Ads, etc. 10 million fans at least on each platform

Pricing-same or less expensive with Nike. Adidas aims to lower cost over the next 5 years. (Recession)

Innovations @ The ForefrontFootball/Basketball/Soccer

Five-Star Cleat, Crazy Light, F50 Cleat

“When you love your game, whatever the game, you put your all into it.”

“Show Us Your Game Face”

ADIDAS Major Locations

ADIDAS Major Promotional Partnerships 2011

Map of Partnerships/Promotions/Locations

in EUROPE

Map of Partnerships/Promotions/Locations

Globally

"For 2014, we welcome to the Adidas family one of the most influential cultural icons of this generation, Kanye West," Adidas said in a statement on Tuesday (December 3). "Well known for breaking boundaries across music, film and design and partnering with our history in street wear culture and leading innovations in sport, we look forward to creating a new chapter. Details to follow."