adidas, marketing of adidas, strategies of adidas, marketing of sports shoes

2. INTRODUCTION
• ADIDAS IS A GERMAN SPORTS APPAREL MANUFACTURER.
• IT WAS REGISTERED AS ADIDAS ON 18TH AUGUST 1949
• THE COMPANY WAS NAMED
AFTER THE
FOUNDER
ALDOF DASSLER.
• THE COMPANY’S CLOTHING AND SHOE DESIGN TYPICALLY
INCLUDE THREE PARALLEL STRIPES OF THE SAME COLOUR
AND OF SAME MOTIF IS INCORPORATED INTO ADIDAS
OOFICIAL LOGOS.

3. ADIDAS IN INDIA
• 1989 – entered India, license agreement with Bata
• 1996 – joint venture with Magnum International Trading Co. Ltd.
• 1998 – Sachin Tendulkar is 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 is new MD, India.

4. PRODUCTS OF ADIDAS
• Sports shoes
• Clothing
• Accessories

5. PRODUCTS OF ADIDAS
• Equipments
• Perfumes

6. • Sunglasses
PRODUCTS OF ADIDAS

7. SWOT ANALYSIS
• Strengths
i. Brand recognition and reputation
ii. Diversity and variety in products
iii. Quality products
iv. Largest International portfolio of sport
ambassadors
v. Sponsors football teams with maximum fan
following

8. SWOT ANALYSIS(conti…..)
• Weakness
i. High price in
some products
ii. Has not done well in Indian subcontinent market

9. SWOT ANALYSIS(conti…..)
• Opportunity
i. Has a great opportunity to expand international market
ii. Innovation in
existing products.
iii. Increasing demand on the sportswear
iv. Low price shoes to attract customers with low budget

10. SWOT ANALYSIS(conti…..)
• Threats
i. The biggest rival, Nike,
has more market
share in India.
ii. Nike has similar advertising style and advertising budget
iii. The newly born several brands like CAT, GAP has increase their
advertising budget in recent years

11. LAUNCHING OF THE PRODUCT
• To launch our new products in the Indian Market, we need to
understand :
i) The mentality of the customers
ii) The basic expectation
in their minds.
iii) What makes them
feel good?
After understanding all these, will make the strategies accordingly
which will appeal to the customer and will help us to sustain in
Indian Market.

12. MISSION OF MARKETING PLAN
• Market penetration- for gaining market share across
all the markets in which adidas already competes.
• Market development- with the launch of new
collection we are expanding into the new markets and
addressing the new costumers.
• Awareness- increasing awareness and
visibility across all brands.

13. TARGET MARKET
• Target market of adidas is the urban youth with brand proposition
• Principle consumption centers mainly
the metros are also potential
target market.
MARKET NEEDS
• Comfort
• Durability
• Style
• Price
• Brand

14. STUDY OF THE MARKET
• Object of purchase : Shoes (sports)
• Objective of purchase : fashion accessory,
comfort while playing
• Occasion of purchase : While playing
• Outlets of purchase : existing
outlets, near colleges and near sports center(stadium)

15. MARKET SEGMENTATION
• Geographic segment –
 Urban and semi urban cities
• Demographic segmentation-
 Age – 18 to 35 years
 Income level - > Rs20,000
 Social class –upper middle,
upper class.
 Gender- male and female

16. MARKET SEGMENTATION
• Behavioral segmentation
 Athletes
 Gym regulars
 Brand freaks
 Image seekers
 User status
 Attitude
• Psychographic segmentation
 Achievers
 Image drivers

17. PRICE
• Premium – quality products high price
• Quality products-
with affordable price
• The price will range from
Rs 4000/- to 10,000/-

18. PROMOTION
• Launch it the during the fashion week.
• Ad campaigns
• Promotion through channels like Mtv and channel [V].
• VJ’s promoting it in their show.
• Advertisements on TV.
• Print ads

19. PLACE
• Existing outlets of adidas in India.
• Near colleges and
near sports center ( stadium )
• Also available in leading shopping
outlets such as pantaloons, lifestyle,
shoppers stop etc.
• Highways, PCOs, Railways, Hoardings, etc

20. Advertising

21. Advertising

22. Advertising

23. Advertising

24. POSITIONING
impossible is nothing…. !!!!!

25. T H A N K
Y O U