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The Team:
Preeti Bhavadas Amit Shetty
Nithya K.
Jignesh Mehra Pramila Rawat
HISTORY
• Adidas is the group’s 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 a
brand 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 brand’s 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.
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
Adidas in India
• 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 marketing
programs.The principle consumption centres namely the metros are
also a potential target market.
• 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.
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 effectiveness
in the market which is dominated by price and lack of
differentiation.
SWOT ANALYSIS
STRENGTH
• Largest International portfolio of
sport ambassadors. 2 8 .2 4
30 2 5 .2 9
• Sponsors football teams with
maximum fan following in India 2 2 .9 4
25
and USA.
• Highest brand image in India 20
• Adidas focuses on performance 1 3 .5 3
development and technology 15
development. 7 .6 5
• Adidas is popular in among soccer 10
and athletic fans 2 .3 5
5
• Reebok has the largest market
share in India
0
N ik e a d i d a s R e e b o k P o w e r P u m a O th e r s
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.
SWOT ANALYSIS
THREATS
PRODUCT PRICE
PROMOTION PLACE
• Geographic Segmentation:
• Demographic Segmentation:
1. Age: 15 to 45
3. Social Class: Upper middle class, Lower upper class and upper
class
Market Segmentation
• Behavioural Segmentation:
• Experiencers • Athletes
• Image Seekers
Distribution Channel
• All products of Adidas Group in India are outsourced from Asian countries like
Taiwan, Indonesia and Malaysia. 96% of Adidas’s footwear and 78% of apparels
are produced or sourced from Asia.
• Adidas follows a basic franchisee model distribution process. After the footwear
and apparels are imported from the outsourced countries to 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.
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
Thank You!!!