Abhishek Gupta C019 Kumar Vaibhav C062 Pratik Shah C051 Vaibhav Khurana C031 Jatin Nigam C041 Neha Bhutala C008

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

Company Profile

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

Market Research Worldwide Rival - Nike Market Share – 12% Second Largest Market Share after Nike (17%) Product Strategy Best Market Share in UK 170 Subsidiaries Major Sports – Football and Basketball 257 million pairs of shoes produced in 2013

Market Research Product Catalogue Recent one – Energy Booster 1371 types of shoes Performance dependant product

Market Research Indian Market Sports Shoes Market – 7%

Market Research Marketing Presence (Sponsorships and Endorsements) Sports National Teams Club Teams Players Baseball 1 Basket Ball 5 32 88 Cricket 2 14 Golf 15 Tennis 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 Nike 54%

Our biggest asset isn't on our balance sheet, and that's our brand - Dean Hawkins CFO, Adidas

Brand Equity Faster Stronger Smarter Cooler Natural

Brand Equity Brand Equity’s “Most Exciting Brand 2013” had ADIDAS shoes in the first place in the sportswear category

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

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

Segmenting Targeting Positioning

Segmentation Demographic Age Income Gender Psychographic Image Driver Enthusiasts Brand conscious Behavioral Athletes Gym regulars Sports enthusiasts

Targeting Mostly youth in age group between 15-30 Upper Middle Class and Elite Class Sports Enthusiasts Fitness Freaks

Positioning Innovative Brand Perception Innovative Partnered with Major League Soccer to incorporate Live Microanalysis technology to football MiCoach elite team system was developed to capture live data such as speed, distance, field position, heart rate, acceleration Sporty Brand 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, Bayern Munchen and biggest names in the Sports world

Marketing Mix Product Price Place Promotion

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

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 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 Adidas is much older as 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 Famous people Tries to make the buyer feel they are connected to famous people (both into the same trends) NIKE Motivational stories/ people Oscar Pistorius

ADIDAS V/s NIKE