Abhishek Gupta Kumar Vaibhav Pratik Shah

C019 C062 C051

Jatin Nigam Neha Bhutala Vaibhav Khurana

C041 C008 C031
1
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

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Company Profile
Global Market Share

WESTERN EUROPE
15%
26% NORTH AMERICA

12% LATIN AMERICA

EMERGING EUROPEAN
MARKETS
13% GREATER CHINA
23%
OTHER ASIAN MARKETS
11%

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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
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Market Research

Worldwide Rival - Second Largest Market

Market Share – 12%
Nike Share after Nike (17%)

Best Market Share in

Product Strategy 170 Subsidiaries
UK

Major Sports – Football 257 million pairs of

and Basketball shoes produced in 2013
Market Research
Product Catalogue

1371 types of Recent one –

shoes Energy Booster

Performance
dependant
product
Market Research
Indian Market

Sports Shoes Market – 7%

Share

15%
Reebok
15% Adidas
50%
Nike
Others
20%
Market Research
Marketing Presence (Sponsorships and Endorsements)

Sports National Teams Club Teams Players

Baseball 0 1 1

Basket Ball 5 32 88

Cricket 2 1 14

Golf 0 0 15

Tennis 0 0 69
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
Market Research

Dipping market share in US

At seventh position

4.4% share

Nike 54%
Brand Equity

Faster

Stronger

Smarter

Cooler

Natural
Brand Equity
Brand Equity

Adidas could be considered the First

sports company to use “Celebrity
Endorsement" for their products
Brand Equity

Diversity
Athleticism

Performance

Healthy Lifestyle

8 million views for #takethestage content on you tube

17
Consumer Behaviour
Consumers’ product
and service preferences
are constantly
changing. To market
consumers effectively
you must understand
these desires in order to
succeed.
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.
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.
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.
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.
Primary Research

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 Segmenting

Positioning Targeting

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 Segmentation

Demographic Psychographic Behavioral

• Age • Image Driver • Athletes
• Income • Enthusiasts • Gym regulars
• Gender • Brand conscious • Sports
enthusiasts
 Targeting
Mostly youth in age group between 15-30

Upper Middle Class and Elite Class

Sports Enthusiasts

Fitness Freaks
 Positioning
• Innovative
• Partnered with Major League Soccer to incorporate Live
Microanalysis technology to football
Brand • MiCoach elite team system was developed to capture live data
Perception such as speed, distance, field position, heart rate, acceleration

• 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,
Sporty Brand Bayern Munchen and biggest names in the Sports world
 Product

Promotion Marketing Mix Price

Place
 Product
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

 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
 Promotion
• 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
Product • Sponsors some of the biggest teams in the world e.g. Real
Madrid, French football team
Placement
• Creative outdoor campaigns & events marketing
• Social and digital channels like TaketheStage campaign on
Twitter, Youtube to support Team GB during London
Below the Line Olympics 2012
 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
Competitor Analysis

V/S
History
• Nike was originally found • Adidas is much older as
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
compared to it's American
Rival, found in 1948 . 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
Models

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