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Adidas

This document provides information about Adidas, including: - Adidas is a German sports apparel manufacturer founded in 1949 and named after its founder, Adolf Dassler. - It operates in India and has partnered with local companies, launched affordable product lines, and hired brand ambassadors like Sachin Tendulkar to promote its products. - Adidas sells various sportswear, footwear, accessories, and equipment. It is launching a new line of eyewear in India and developing a marketing strategy to target urban youth with a focus on comfort, durability, style and brand reputation.

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Atman Shah
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311 views18 pages

Adidas

This document provides information about Adidas, including: - Adidas is a German sports apparel manufacturer founded in 1949 and named after its founder, Adolf Dassler. - It operates in India and has partnered with local companies, launched affordable product lines, and hired brand ambassadors like Sachin Tendulkar to promote its products. - Adidas sells various sportswear, footwear, accessories, and equipment. It is launching a new line of eyewear in India and developing a marketing strategy to target urban youth with a focus on comfort, durability, style and brand reputation.

Uploaded by

Atman Shah
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 18

IMPOSSIBLE IS NOTHING

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.
•
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.


ADIDAS SECTIONS
Has three major categories. They are as
follows:
• Adidas performance

• Adidas originals

• Adidas style
PRODUCTS OF ADIDAS
• Sports shoes

• Clothing

• Accessories
PRODUCTS OF ADIDAS
• Equipments

• Perfumes
SWOT ANALYSIS
• Strengths
i. Brand recognition and reputation
ii. Diversity and variety of products offered
iii. In soccer industry adidas has strong hold

• Weakness
i. High price in some products
ii. E-commerce is limited to U.S.A
SWOT ANALYSIS
• Opportunity
i. Increase female participation in athletics.
ii. Innovation in existing products.
iii.Enter into new market.

• Threats
i. Nike ‘s strong reputition and market share.
ii. Ray ban , fastrack and
other sunglasses brands.
ADIDAS EYEWEAR (product)
• Sunglasses new collection from adidas original.

• Ultimate vision, optimum protection, customized fit and maximum


durability are the key characteristics of a quality sports frame.
LAUNCHING OF THE PRODUCT
• To launch our eye gear collection we need
to have a very good marketing strategy to
appeal the consumers and to sustain in the
market.
• To satisfy basic needs
• To solve problem
• To make them feel good
MARKET RESEARCH
• Eyewear market in India is witnessing strong growth.
•  Brand consciousness among consumers has also fuelled
the demand for eyewear products in India.
•  The sunglasses / sun wear segment of the market has
been growing .
• Growth in the sunglasses segment is
driven by increasing awareness of both
the useful benefits (i.e., eye protection)
and trendy appeal of these accessories
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 eyewear


collection we are expanding into the new markets and
addressing the new costumers.

• Awareness- increasing awareness and


visibility across all brands.
TARGET MARKET
• Target market of adidas sunglasses 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
MARKET SEGMENT
• Geographic segment –
 Urban and semi urban cities

• Demographic segmentation-
 Age – 18 to 35 years
 Income level - > Rs20,000
 Social class –upper middle, lower upper,
upper class.
 Gender- male and female
MARKET SEGMENTATION
• Behavioral segmentation
 Athletes
 Gym regulars
 Brand freaks
 Image seekers
 User status
 Attitude
• Psychographic segmentation
 Achievers
 Image drivers
 Strivers
PRICE
• Premium – high quality high price
• Medium value- medium quality medium
price
• High value – high quality
medium price
(only for preferred customers )
PROMOTION
• Ad campaigns
• Advertisements on TV.
• Print ads

PLACE
• Existing outlets of adidas in India.
• Also available in leading shopping
outlets such as pantaloons, lifestyle,
shoppers stop etc.
Thank You

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