1.

INTRODUCTION TO THE PROJECT REPORT

2. VOYAGE OF FOOTWEAR & SHOES
3. COMPANY

HISTORY

4. WHEELS OF ADIDAS
5. ADIDAS COMPANY INFORMATION
6. ANALYSIS OF SURVEY FINDINGS
7. SUGGESTION AND CONCLUSION
8. QUESTIONNAIRE
9. BIBLIOGRAPHY

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CHAPTER
CHAPTER -11

INTRODUCTION TO THE PROJECT

REPORT
INTRODUCTION
STATEMENT OF THE STUDY
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
METHODOLOGY OF THE STUDY
LIMITATIONS OF THE STUDY

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CHAPTER-1
INTRODUCTION TO THE PROJECT
REPORT
In the early 1950s many marketers began to realize that
they could sell more goods more easily. If they produce only
those goods that they hag pre-determined consumers would
buy. This results in the development of marketing concept.

Marketing is the continues or on going process of

defining anticipating & creating customer needs & wants. Then
organizing all the resources of enterprise to satisfy customers
demand & desirable profit to the firm. Modern market to
customer oriented.

Just as the Copernicus made us realize that the earth is

not centre of the universe but revolves around the sun. We
have to believe that the business firm is not centre of
economic universe but revolves around the customer.

Understanding the buyer behavior of a target market is

therefore essential task of marketing under the marketing
concept so that the effective decision can be taken in respect

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of marketing mix (hps in other words product, price,

promotion and physical distribution).

Today the consumer is the king of the market. Consumer

crises to satisfy his wants from different market sources,
because he will be having latest and accurate knowledge of
the products in the market his taste fashion and preference
also changes from time to time. Hence the enterprise must
produce and offer the products which will give the desired
satisfaction and services to the customer and much better
than

its

competitors.

The

growth

or

developments

of

organizations are depending upon the fast changing mind of

the customer and the keen competition from the rivals. So
each & every organization of today will aware or marketing
future. So every one will be trying to put as much as possible
because if the rival work harder than the established one will
have to gradually fade out from the scene.

So to conclude in brief to grade the market may be small

or big internal or external the marketer should have the latest
and accurate knowledge of the different factors. He should
learn the art of recording the mind of the consumers and act
according.

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In this project I have an attempt to analyze the rode of

marketing shoes and the management and marketing
activities.

STATEMENT OF THE STUDY

Now a day all product manufactures are facing a stiff
competition in management of their goods and services. There
is also we could see fast business life cycle and product life
cycle. Therefore for searching a peak stage for servicing we
have to use lot of strategies these days without a research, a
manufacturer cannot do anything he has to conduct research
on product research on price research on placement &
research on promotion.

Adidas company developing new more aggressive, game

plan, new technologies, new advertisement, new container
new markets even a whole new product category to the
consumer, they have meant tastes substantially improved
and expectation of standard and generation.

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The main objective of conducting this study is to know

consumer awareness about the product, price, placement and
promotion.

OBJECTIVE OF THE STUDY

Following are the important objectives that are contemplated in
this study.
1) To study the sales of shoes in Bhadravathi town.
2) To study the sales of Adidas range of shoes in
Bhadravathi town.
3) To know the awareness of the consumer towards the
different brands of shoes.
4) To know the users reaction on Adidas shoes.
5) To know the effect of promotional attributes under fallen
by the Adidas.

SCOPE OF THE STUDY

For the purpose of the study, Bhadravathi town has
been selected. Since it is economically and educationally
developed. It has population around 1.5 lakhs. Bhadravathi
town is popularly known as steel city which has six degree
colleges, many schools and p.u.colleges. Bhadravathi towns

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standard of living is high, when compared to some other

districts.

The study covers research on Adidas used in different

area of Bhadravathi town, colleges & offices & other important
business places.

METHODOLOGY OF THE STUDY

For the purpose of conducting the study, both primary &
secondary data have been selected.

Primary data

Data collected from retailers and users. The universe

of study comprises of 50 respondents. This includes
respondents belonging lower income, middle income and
upper

income

group,

these

people

represent

different

educational background. The randomly selected data were

collected. The respondents belonging to different age groups
were also interviewed with information.
Secondary data

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In addition to the primary data, the supplementary data

also have been collected from the different sources i.e.
newspapers, magazines, trade magazines, Internet, journals &
encyclopedia & by the company staff.

Scientific analysis is the most outstanding feature of this

marketing research. The collected data is presented suitably in
the form of tests, graphs and analysis.

LIMITATIONS OF THE STUDY

While preparing this project report following limitation was

being observed.
1.The scope of the study is limited to Bhadravathi town due
to constraint of the time
2.The respondents were randomly selected and maximum
numbers of respondents were restricted to 50 because of time
constraints.
3.Most of the demographical data given by respondents boss
there for the data analysed on the demographical factors may
not be accurate.

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CHAPTER
CHAPTER -22

VOYAGE OF FOOTWEAR & SHOES

GENERAL HISTORY OF SHOES

SHOE MAKING MACHINERY
THE HISTORY OF FOOTWEAR

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CHAPTER-2
VOYAGE OF FOOTWEAR & SHOES
Have you ever wondered who wore the first pair of
shoes and how they were invented?
It is impossible to know when the first shoes were worn
but living in a country with a hot or cold climate would have
influenced what type of shoe was worn.
Click an image below to find out more.

EARLY SHOES

ROMAN SHOES

MEDIEVAL

TUDOR SHOES

SHOES

17th CENTURY

18th CENTURY

19th CENTURY 20th CENTURY

Foot ware and Shoes

By Mary Bellis

Sandals were the most common footwear in most early

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11

civilizations, however, a few early cultures had shoes. In

Mesopotamia, (c. 16001200 BC) a type of soft-shoes were
worn by the mountain people who lived on the border of Iran.
The soft-shoe was made of wraparound leather, similiar to a
moccasin. "As late as 1850 most shoes were made on
absolutely straight lasts, there being no difference between
the right and the left shoe."

GENERAL HISTORY OF SHOES

Sole mates: The Century in Shoes You can do some soul

searching decade by decade using this site.

History of Men's Footwear and Hosiery In America,

Massachusetts

quickly

established

itself

as

the

shoemaking center of the Colonies.

SHOE MAKING MACHINERY

Shoe

Manufacturing

Machine

Jan

Ernst

Matzeliger developed an automatic method for

lasting shoes and made the mass production of
affordable shoes possible.

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 Lyman Reed Blake Lyman Reed Blake was an

American

inventor

who

invented

sewing

machine for sewing the soles of shoes to the

uppers. In 1858, he received a patent for his
special sewing machine.
Goodyear Welt - Patented on January 24, 1871,
was Charles Goodyear Jr's Goodyear Welt, a
machine for sewing boots and shoes.

SHOELACES
An aglet is the small plastic or fiber tube that binds the
end of a shoelace (or similar cord) to prevent fraying and to
allow the lace to be passed through an eyelet or other
opening. This comes from the Latin word for "needle." The
shoestring (string and shoe holes) was first invented in
England in 1790 (first recorded date March 27). Before
shoestrings, shoes were commonly fastened with buckles.

RUBBER HEEL
The first rubber heel for shoes was patented on January
24, 1899 by Irish-American Humphrey O'Sullivan. O'Sullivan
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patented the rubber heel which outlasted the leather heel

then in use. Elijah McCoy invented an improvement to the
rubber heel.

FIRST RUBBER SOLED SHOES/SNEAKERS

The first rubber soled shoes called plimsolls were
developed and manufactured in the United States in the late
1800s. In 1892, nine small rubber manufacturing companies
consolidated to form the U.S. Rubber Company. Among them
was the Goodyear Metallic Rubber Shoe Company, organized
in the 1840s in Naugatuck, Connecticut. This company was
the first licensee of a new manufacturing process called
vulcanization, discovered and patented by Charles Goodyear.
Vulcanization uses heat to meld rubber to cloth or other
rubber components for a sturdier, more permanent bond.
On January 24, 1899, Humphrey O'Sullivan received
the first patent for a rubber heel for shoes. From 1892 to
1913, the rubber footwear divisions of U.S. Rubber were
manufacturing their products under 30 different brand
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14

names. The company consolidated these brands under one

name. When choosing a name, the initial favorite was Peds,
from the Latin meaning foot, but someone else held that
trademark. By 1916, the two final alternatives were Veds or
Keds, with the stronger sounding Keds being the final choice.
Keds

were

first

mass-marketed

as

canvas-top

"sneakers" in 1917. These were the first sneakers. The word

"sneaker" was coined by Henry Nelson McKinney, an
advertising agent for N. W. Ayer & Son, because the rubber
sole made the shoe stealthy or quiet, all other shoes, with the
exception of moccasins, made noise when you walked. In
1979, the Stride Rite Corporation acquired the Keds brand.

THE HISTORY OF FOOTWEAR

EVOLUTION

The unique features of the human foot namely, heel, inside

arch, and big toe have according to anthropologists made
upright posture possible. Standing on two feet allowed hands
to develop and some authorities consider this was the reason
why the human brain became more complex. The expansion
and

elaboration

of

the

brain

certainly

followed

the

development of the foot by several million years. Bipedal

stance has influenced the anatomical development of buttocks
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15

and bosoms; legs and thighs, as well as tummies and hips

The foot has played a major role in the evolution and
development of other erogenous features of the human body.
Singularly we remain the only species to be able to copulate
standing

up

and

facing

each

other.

Sigmund

Freud,

considered the development of upright stance led to display

the primary and secondary sexual characteristics. Humans
had no need to develop a sense of smell because there were
greater benefits in perfecting sight. Later, Wilder Penfield,
twentieth century, neuro-surgeon identified the parts of the
brain

responsible

for

orgasmic

activity,

lay

in

close

juxtaposition to the section responsible for feet. Thereby

establishing a strong relationship to support claims of erotic
association. Anatomically the foot is one of the most
innervated parts of the body and as tactile as the hands. No
surprise therefore many people enjoy the sensual aspects of
the feet in both pain and pleasure.

EARLY FOOT COVERINGS

Scientists estimate the first shoes were made from animal

skins during the Ice Age (5000,000 years ago). Inclement
weather in the Northern Hemisphere has lent many historians

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to believe the need for foot protection. The biggest find of

shoes from this period is thought to date back to 8000 BC and
belonged to Native Americans in Missouri. From the examples
discovered there were evidence of left and right shoes.
Primitive shoes dating back to 3300BC were found on the Ice
Man, discovered in the French Alps. According to (Spindler,
1993) the Neolithic herdsman of 3000 BC wore shoes on both
feet similar to the footwear of the Laplanders. Each shoe
consisted of an oval piece of leather with the edges turned up
and bound with strong leather thongs. The material used
was leather not fur and the soles were made from cowhide.
Attached to the thongs was a net, knotted from grasscords to
cover the instep and heel. Shoes were filled with grass to keep
the feet warm. Boot leggings of fur were attached to leather
soles and worn to protect against the weather. The boots were
tied around the ankle with grass cords. Rough shoes protected
the feet of Stone Age people from rocks and thorns. Sandals
are believed to be the first crafted foot coverings, the
successors to primitive wrappings. The design was both
simple and practical. A stiff sole for protection was attached to
the foot, usually with straps or thongs. The soles were made
from almost anything that was at hand. Slate cosmetics
tablets of Pharaoh Narmer (3000 BC) depict the Pharaoh
followed by a slave bearing his sandals. The image suggests
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that in ancient Egypt the sandal was a sign of power and

rank. The sandals were initially made from a footprint in wet
sand. Braided papyrus was then moulded into soles and the
sandals often had turned up toes. Sometimes the instep of the
sandal was decorated with figures of men defeated in battle.
The difference between the commoner's sandal and the
Pharaoh's sandal was a peaked toe. This ostentatious
extension had no function but merely denoted a person of high
born status and historians believe this was the influence of
Hittie (1280 BC). Soles were dyed and the sandals were made
to accommodate right and left fittings. Egyptian women would
adorn their sandals with jewels. Australian Aboriginal people
wore rough sandals but only the central tribes were known to
do so. The vast majority went unshod. Ceremonial shoes
made from emu feathers were worn on special occassions by
some members of the tribe.

CELTIC SHOES

The Celts wore untanned leather shoes with the fur left on the
inside of the shoe. They were made with the upper and sole in
one. The shoes were fastened with leather thongs put through

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holes made near the edge of the upper. The thongs wound
together over the instep and round the ankle. Tutonic shoes
were similar to Celtic footwear. Anglo Saxons wore boots
higher behind the knee than in front. During the 11/12th
centuries working people would wear thick course hose with
leather soles. Northern tribes wore the gallicae, which was a
simple boot made of two pieces and reaching the ankle. They
were worn with crude gaiters, primitively knitted woollen
socks and paison. (Bigelow, 1970) Shoe and boot makers had
become highly skilled and a wide variety of new forms and
perfected older styles were used. Brodequins or high shoes
with laces, made of leather, were heavy footwear worn by the
lower classes while the upper class wore the heuze a high
boot made of soft leather laced and fitted with a tongue
beneath the centre opening. Sometimes heuze were buttoned
or buckled at the ankle. The nobility wore soft silk slippers
indoors and women wore soft leather slippers tied or buckled
at the ankle both in and out of doors. Between the fourth and
tenth centuries, hose was made of knitted material in a tube
shape. Tapes sewn to the tops served as simple garter
support, possibly tied to a cloth belt worn around the waist
under the gonelle or kirtle. Men wore their hose either under
their breeches or pulled up over them. In warm weather the
working classes wore their stockings crushed down over their
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19

boot tops. Women wore soft fur lined boots indoors during the
winter time. The botte or bottes were simple bedroom slippers.
DUCK'S BILL SHOES

At the end of the Middle Ages, clothes had become important

symbols of social status. They accrued a mass of symbols
serving to indicate emotional states, such as joy and grief in
the finer shades. Shoes supplied a kind of social ritual, the
knowledge of which indicated breeding. There were symbols
marking particular occasions as well as standard of conduct.
Paris was already the home of fashion and of polite Western
manners. During the thirteenth century in France the concept
of the ideal beauty was developed and took precise shape in
the visual arts and literature. This was also seen in Italy
where greater attention was paid to the perfection of the
female body. In all the Italian states men and women
translated this search after formal beauty into costume. This
may explain why the broad shoe called Duck's bill, Scarpine
or Bear's Paw came into being. Broad enough to accommodate
each toe, Ducks bill shoes were as much as 12 inches broad.
Men who wore Duck's bill adopted a waddling gait. The
uppers were made from silks, brocades and velvets. The
shoes were heavily padded, puffed,and embroidered. This
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20

was considered to resemble the female genitalia. By 1492

the toes of mens shoes became rounded. High fronted shoe
with bulbous toes were worn towards the end of the 15th
century. Coloured hose for men were in vogue and the shoe
the ideal means of displaying them. Stockings or tights were
worn in two layers: a dark inner one and a plain outer layer
which was cut into narrow vertical strips for most of its length.
In 1540 women wore woollen or linen hose with square-toed
shoes that were cut low at the front and sides and fastened
with straps. Mens shoes were closed to the ankle and had
rounded toes with uppers that were slashed diagonally.
These were often studded with tiny jewels and worn with a
slight heel. Slashing was a fashion statement, which may
have had its origins in war torn, lookalike. These shoes were
also known as solerets. Slimmer shapes replaced the broad
duck's bill shoes, first the low cut escaffignins, wide and
puffed at the toes, then the heeless eschapins, which covered
the foot and were slashed on top. Women wore soft ankle
strap slippers with puffed and slashed round toes. In the 16th
century the strap was introduced. Round toed sandals, raised
by two heels one under the ball of the foot the other under the
heel. High fronted shoes with decorative slashed uppers
remained popular till 1588. By then men were wearing white
shoes with long pointed toes and pinked uppers. Women also
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wore these shoes although some wore chopines closed at the

ankles. Countrymens clothing were more functional and they
wore spurred boots turned down at the knee. Women
continued to wear shoes without fastenings, which fitted
closely around the ankles. Mules worn on stocking clad feet
were often studded with pearls. During the reign of Elizabeth I
(1533-1603) a platform sole about I inch thick became
popular.

SLIPPERS

Mens shoes were decorated with bows and huge

sparkling rosettes of spangled ribbons, which dwarfed the
low-heels. By 1641 shoes were tied with a ribbon rather then
rosette. Merchants wives began to wear high-heeled shoes
trimmed wit modest rosettes (compared to the shoes of men).
In 1661 deep fashion linen were the new exuberant style of
garter and high heeled shoes for men were worn long and
with narrow toes, and tied with bows. Womens styles were
narrowed toed but worn with a lower heel. Later shoes
became plain and were tied with ribbons. In the later part of
the century gentlemen wore low heeled or heel-less mules as
indoor slippers decorated with fringes. They followed the

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prevailing shoe fronts but were more comfortable to relax in.

Square-toed shoes were fashionable at the beginning of the
century. The Macaronis wore flat-heeled dancing pumps with
round jewelled buckles. Ladies wore neo classic styled white
silk shoes crossed with ribbons in imitation of classical
sandals. In the early 18th century satin pumps with high
spoon heels and very pointed toes became fashionable for
women. Bows and elaborate ties were less fashionable and
toes were rounded and the heels lowered. Later in this
century women started to wear an adaptation of the Grecian
sandal as the classic fashion took over. Low cut slippers
replaced high heel pumps during the last years of the century.
Women wore high heeled slippers of brocade , kid and velvet
in light hues. They were often embroidered with gold and
silver threads. Buckles of gold and silver were decorated with
imitations or precious gems were attached to the instep. Satin
pointed toed, pumps with high spool heels became vogue in
the middle of the century. Later the shoe became less
decorative and was made of plain kid or satin. Rounder toes
an lower heels were all the fashion between 1740-1790.
Men's slippers were made of soft black leather or striped
fabric. Ladies slippers were little more than leather shells
laced over the instep and up the legs to the calves. Slippers
gaiters were worn to protect shoes/stocking outside. By the
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early nineteen hundreds the Turkish style was in fashion, men

wore pointed vamp slippers with long smoking jackets.
Square-toed boots became vogue and were worn with light
colored gaiters.

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CHAPTER
CHAPTER -33

COMPANY HISTORY

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CHAPTER-3
COMPANY HISTORY
In 1925, in a small German village, the world got it's
first taste of adidas. It was there, in a village by the name of
Herzogenaurach, located 12 miles to the north and the west
of Nuremberg, that those simple three stripes were brought to
life by adidas' founder, Adolf "Adi" Dassler. Adi created
adidas after realizing the need for performance athletic
shoes. Adidas began small, producing soccer and running
shoes, which ironically enough are still the main products
that adidas is known for. Adidas has continued to gain
momentum through the years. Many attribute this to adidas'
quality, styling and reputation. Adidas is currently the largest
supplier of athletic shoes in Europe. Adidas ranks second
worldwide, with their products selling in almost 200
countries. In 1994 alone, adidas sales totaled 3 billion
dollars. In late 1995, adidas went public with its stock. It
was

tremendous

success

and

continues

to

trade

internationally. Adidas posted an amazing 40% increase in

net sales in the first half of 1997.
The Dassler family has a rich heritage in shoes. Adi's
brother, Rudolf went on to create the puma brand in 1948

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after a dispute with Adi. And, another Adi Dassler, who just
happens to be the grandson of the founder of adidas, has
launched his own shoe company, A.D. One. which specializes
in adventure and sub-urban footware.
Adidas, always on the cutting edge, launched their own
Web site in 1996. The site continues to evolve, yet maintains
its simplistic and dazzling form, just like the brand with the
three stripes that is known the world over.

LOGO HISTROY
For years the only symbol associated with adidas was
the trefoil (flower) logo. This is the logo on top of the three you
see on the right. In 1991 a new adidas logo was introduced.
This logo evolved to become the performance logo (on the
bottom) featured on most adidas products today. The
performance logo was actually a part of the logo used for
adidas' higher line of product's called adidas equipment. The
equipment line began in 1991 with a trio of soccer shoes. The
trio consisted of the following.

Equipment turf for turf surfaces (List $109.95)

Equipment hard ground for grassy surfaces (List

$161.95)

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Equipment soft ground for wet conditions (List $167.95)

These 3 shoes featured the Adidas equipment logo

(middle logo) and were the first of a long line of Adidas
equipment products. Products in the Adidas equipment
line were quite expensive (although not as expensive as
today's Predator (List $181.95) ). At first the equipment
logo was only green, but soon a black version surfaced.
The equipment line continued on for a few years and
then all of a sudden Adidas started using the
performance logo on products that weren't part of the
equipment line. The logo showed up mostly on running
and workout shoes at first. The only difference was that
the word "equipment" had vanished. Adidas continued
to release shoes with the trefoil symbol as well. In fact,
it wasn't until 1997 that Adidas soccer shoes started
getting the performance logo on them. 21-Feb-1999
Ernie Els held off Tiger Woods and Ted Tryba to win the
Nissan

Open.

He

finished

with

270

for

the

tournament, which is 14 under par.

Read More...
Els beats the best the best at riviera [ESPN]

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 18-Feb-1999 Adidas America has entered into a longterm sponsorship with the United States National
Rugby Team. Read more...
The Adidas sponsership- Rugby gets a big boost in
the US [e-sports!]
16-Nov-1998 Adidas tightens grip on US market
Adidas has sued the NCAA over the 2.25" square
they are allowed on uniforms to display their logo.
Adidas claims that this limitation violates antitrust
laws. Read more...Adidas sues NCAA over uniform
[ESPN]
France wins the World Cup! Clad in their White, Blue,
and Red Adidas jerseys, France upset Brazil 3-0 in
the World Cup Final. Head on over to the office
Adidas site for the low down and lots of great pics.
Adidas has signed a deal with the Canadian football
league to become the "Official Footwear, Practice
Wear and Sport Glove" supplier. What this means is
that every player on the 8 CFL teams will be wearing
adidas products.

Read more...

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 CFL and Adidas join forces

Adidas details international plans with the NFL first
sponser to support NFL/CFL alliance
Adidas was recently honored in the 1998 Inventor of the
Year competition.
Anna Kournikova, the 16-year-old Adidas sponsored
tennis phenom, lost 2-6, 6-4, 6-1 to Venus Williams in
Saturday's final of the Lipton Championships. Despite
the loss, Anna will claim a 16th place ranking, which
will be the first time she has ranked in the top 20. A
more

indepth

story

regarding

Anna's

tournament

performace can be found at ESPNET.

An article in the March 30, 1998 issue of Fortune
magazine credits Adidas as one of the causes of Nikes
recent declining sales. Specifically the article states
"Indeed,

many

cool-conscious

youngsters

have

gravitated to other brands such as Adidas (which sells

sneakers at lower prices) ..."

Indian cricket star Sachin Tendulkar has signed a 6

year deal with Adidas to endorse its products. The deal
is one of the largest ever for a cricketer. The deal
reportedly includes an up front amount of 60 million

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rupees

($1.54 million)

with bonuses

for winning

matches and brilliant play.

Adidas is the official sponsor of the 1999 FIFA Women's
World Cup. For the games they will introduce the "Icon"
ball. The Icon will be the first official ball produced for
Women's World Cup. Complete story can be found at
newsalert.com

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CHAPTER
CHAPTER -44

WHEELS OF ADIDAS
SUPERVISORY BOARD
SUPERVISORY BOARD
COMMITTEES
THE EXECUTIVE BOARD
CHIEF EXECUTIVE OFFICER

CO-OPERATION BETWEEN THE

BOARDS

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CHAPTER-4
WHEELS OF ADIDAS
SUPERVISORY BOARD
As the company and its domestic affiliates together have
more than 2,000 employees, the Supervisory Board is
composed pursuant to the German Co-determination Act
(MitBestG) with six members representing the shareholders
and six members representing the employees.

The core functions of the Supervisory Board include the

appointment and dismissal of Executive Board members, the
control and consultancy of the Executive Board, the approval
of the financial statements as well as the authorization of
important operative planning and corporate decisions.

HenriFilho
Management
oftheGeneral

Chairman71,French
Consultant

Member

Committee,

the

Mediation Committee and the Audit

and Accounts Committee
FritzKammerer

Dr.HansFriderichs
DeputyChairman71,German
Management Consultant Member
of the General Committee, the
Mediation

and

the

Audit and Accounts Committee

DeputyChairman SabineBauer 39,German System

57,German Member of the General Manager

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Footwear

Quality,
33

Committee

and

the

Mediation

Committee Chairman of the Central

Work Council, adidas-Salomon AG
Gerold Brandt62,German Financial
Consultant
Herbert Mller 58,German Member
of the General Committee and the
Mediation
Manager,

Committee
IG

BCE

Regional

Trade

Union,

Nuremberg, Germany

Operations,

adidas-

Salomon AG
David

Bromilow

Executive

60,

Director,

British

MediMedia

International Ltd., Hong Kong

Hans Ruprecht 48, German
Member the General Committee,
the Mediation Committee and the
Audit and Accounts Committee
Sales Director Customer Service,
Area Central, adidas-Salomon AG

Charles Thomas Scott 53, British

Chairman of the Board of Directors
of Cordiant Communications Group
plc., London
Christian
Tourres64,

Global

French

Heidi Thaler-Veh 40, German

Member of the Central Works
Council, adidas-Salomon AG
Klaus Wei44, German

Former Member of the Executive Union

Board, adidas-Salomon AG

Official,

IG

Trade

BCE trade

Union, Hanover, Germany

The term of office of the Supervisory Board members will

expire at the end of the Annual General Meeting in 2004.
Employeerepresentatives

SUPERVISORY BOARD COMMITTEES

The General Committee deals with Executive Board personnel

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matters.In2002, it met on seven occasions in 2002, in

meetings and by way of resolutions by circular vote.

THE EXECUTIVE BOARD

Our Executive Board is comprised of seven members

who reflect the diversity and internationality of the Group.
Each is responsible for a major responsible unit within the
Group. For further information about the remuneration of the
Executive Board

CHIEF EXECUTIVE OFFICER

Herbert Hainer
Members of the Executive Board
Glenn Bennett

Global Operations

Manfred Ihle

Legal and Environmental Affairs

Michel Perraudin

Global Human Resources Key

Projects & Corporate Services.

Robin J. Stalker

Finance

Erich Stamminger

Global Marketing adidas north

America

DIRECTORS' DEALINGS

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Since 15a of the German Securities Trading Act

(Wertpapierhandelsgesetz - WpHG) came into effect on July
1st, 2002, members of the Executive Board and the
Supervisory Board ("persons required to report") of a listed
company (the "Corporation") are required to formally report the
purchase or sale of shares in the Corporation if the total value
of the transactions exceeds EUR 25,000 in 30 days. This
reporting obligation also applies to the respective person's
spouse, registered cohabitees and relatives in the firstdegree.

CORPORATE GOVERNANCE REPORT

The last year represented a milestone for adidas

adidas-Salomon in our efforts to ensure responsible and
value

oriented

corporate

management.

Continuing

our

endeavours to guarantee a high standard of transparency

with regard to the governance of adidas-Salomon, we
developed

the

adidas-Salomon

Corporate

Governance

Principles. These principles document our commitment to

strenghtening the rights of the shareholders, to upholding
true and fair transparency and reporting standards as well
as making the composition, the responsibilities and the
functioning of the Executive and Supervisory Boards clear
internally.
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A TRADITION OF STRONG CORPORATE

GOVERNANCE PHILOSOPHY

Good corporate governance has always been an integral

part of the Adidas-Salomon business philosophy. Over the
years,

we

have

consistently

made

major

efforts

in

communicating and increasing transparency about our

Group. For example, the Social and Environmental Report,
that we have regularly published since 2000, reflects our
commitment not only to improve issues related to the
environment and working conditions but also to ensure
transparency in these areas. In 2002, we further increased
our focus on responsible and value-oriented corporate
management.

We

established

Corporate

Governance

working group, comprised of members of the Executive and

Supervisory Boards. This working group developed adidasSalomons Corporate Governance Principles, based on the
German Corporate Governance Code as well as on the
recommendations of other internationally recognized codes of
best

practice.

In

December

2002,

the

Executive

and

Supervisory Boards issued the Adidas-Salomon Declaration

of Compliance with the German Corporate Governance Code.

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The Adidas-Salomon Corporate Governance Principles were

approved by the Executive and Supervisory Boards in
January2003.

SHAREHOLDERS RIGHTS
Our shareholders exercise their rights at the Annual
General Meeting according to the "one share one vote one
dividend" principle. They ratify the actions of the Executive
and Supervisory Boards as well as the appropriation of
retained earnings. In addition, the Annual General Meeting
approves

changes

in

the

adidas-Salomon

Articles

of

Association.

To encourage maximal Annual General Meeting interest,

we web cast our Annual General Meetings via the Internet. In
2002, we were also among the few German companies to
offer a video transmission in German and English of the
Annual General Meeting in its entirety, including the
discussion between our shareholders and Management.
Moreover, a representative can be reached during the Annual
General Meeting to exercise shareholders voting rights in
accordancewiththeirinstructions.

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SUPERVISORY BOARD
The role of the Supervisory Board is to advise and
supervise the Executive Board in the management of the
Group. The Supervisory Board is involved in all decisions of
fundamental importance to the Group. It appoints and
dismisses the members of the Executive Board. The members
of the Supervisory Board receive a fixed remuneration that is
approved by the Annual General Meeting and incorporated
into the Articles of Association. We report the cumulative
remuneration of the Supervisory Board in the notes to the
consolidated financial statements and on this corporate
website.

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CHAPTER
CHAPTER -55

ADIDAS COMPANY INFORMATION

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CHAPTER-5
ADIDAS COMPANY INFORMATION

News

24-Feb-1999 Adidas-Salomon and Burton Snowboards

Receive Sporting Goods Industry Awards

21-Feb-1999 Ernie Els held off Tiger Woods and Ted

Tryba to win the Nissan Open. He finished with a 270 for the
tournament, which is 14 under par.
o

Els beats the best at Riviera [ESPN]

18-Feb-1999 adidas America has entered into a long-

term sponsorship with the United States National Rugby

Team.
o

The adidas Sponsorship Rugby gets a big boost in the

U.S.[e-sports!]

16-Nov-1998 Adidas tightens grip on U.S. market

adidas has sued the NCAA over the 2.25" square they

are allowed on uniforms to display their logo. adidas claims

that this limitation violates antitrust laws.
o

Adidas sues NCAA over uniform logos [ESPN]

France wins the World Cup! Clad in their White, Blue,

and Red adidas jerseys, France upset Brazil 3-0 in the World

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Cup Final. Head on over to the official adidas site for the low
down and lots of great pics.

Dave Mirra wins a X-Games medal for each stripe on his

shoe. Mirra pulled in the gold in the Vert, Doubles, and Street
competitions.
o

Mirra weathers aerial assault [ESPN sportZone]

McCoy, Mirra double their fun [ESPN sportZone]

Mirra survives wreck-filled street final [ESPN sportZone]

Also check out some videos of Mirra linked from the

stories on ESPN sportZone

Adidas has signed a deal with the Canadian Football

League to become the "Official Footwear, Practice Wear and

Sport Glove" supplier. What this means is that every player
on the 8 CFL teams will be wearing adidas products next
season.
o

CFL and adidas join forces

adidas Details International Plans with the NFL; First

Sponsor to Support NFL/CFL Alliance

Adidas was recently honored in the 1998 Inventor of the

Year competition.

Anna Kournikova, the 16 year old adidas sponsored

tennis phenom, lost 2-6, 6-4, 6-1 to Venus Williams in

Saturday's final of the Lipton Championships. Despite the
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loss, Anna will claim a 16th place ranking, which will be the
first time she has ranked in the top 20. A more indepth
story.regarding Anna's tournament performace can be found
at ESPNET.

An article in the March 30, 1998 issue of Fortune

magazine credits Adidas as one of the causes of Nike's recent

declining sales. Specifically the article states "Indeed, many
cool-conscious youngsters have gravitated to other brands
such as Adidas (which sells sneakers at lower prices) ..."

Indian cricket star Sachin Tendulkar has signed a 6

year deal with adidas to endorse its products. The deal is

one of the largest ever for a cricketer. The deal reportedly
includes an up front amount of 60 million rupees ($1.54
million) with bonuses for winning matches and brilliant play.

adidas is the official sponsor of the 1999 FIFA Women's

World Cup. For the games they will introduce the "Icon" ball.
The Icon will be the first offical ball produced for Women's
World Cup. Complete story can be found at newsalert.com

The latest adidas commercials feature Kobe Bryant of

the Los Angeles Lakers and Antoine Walker of the Boston

Celtics. Bryant wears the adidas Equipment KB-8 and
Walker wears the adidas Equipment Real Deal. Both of these
shoes feature the Feet You Wear outsole. The Bryant
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commercial was done by Leagas Delany, located in San

Francisco.

adidas recently aquired Salomon Sports. Salomon is

best known for their ski equipment, but they also make hiking
and snowboarding gear.
o

adidas now in control of Salomon [adidas.com]

Adidas aims to shake up sports goods market

Adidas Buys Salomon, Seeks Industry Dominance

USA today had an article in the Life section for

December 31, 1997 that stated Nike as being Out and adidas
being In. Check here is a scan of the article.

Kobe Bryant, member of the LA Lakers and spokesman

for adidas basketball products, was selected to start in this

year's NBA All-Star game. He's the youngest player to start in
NBA All-Star history. To read more about Kobe, check out his
profile on nba.com.

On December 4th, 1997 Adidas unveiled the Tricolore,

the match ball to be used in the 98 World Cup, taking place in

France. The Tricolore is suppose to be faster and softer than
current soccer balls, and, for the first time in World Cup
history, the ball will contain other colors than just black and
white. Check out a nice shot of the ball obtained

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From TSI soccer's page here.

World Cup Ball HIstory [adidas.com]

Innovative

Tricolore

unveiled

as

official

ball

[ESPN

sportZone]

Adidas has struck a deal with the New York Yankees.

Yankee stadium is now sporting the stripes. Everyone from
Steinbrenner to the grounds crew workers are now wearing
adidas.

Adidas: Three Stripes, You're Out at the Old Ball Game

[ESPN sport Zone]

Adidas

puts

its

trademark

on

Yankee

Stadium

[techserver.com]
o

Steinbrenner sues over adidas deal [USA Today]

This is a mostly complete list of the adidas stuff that I own. If

you happen to know the official names for some of the items I
describe here, please let me know, I'd appreciate it.

Shoes/Socks

Samba Nubuc

Beckenbauer Cup

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Etrusco Primo Studs (have used these studs for 6 years.

Greatest shoes I have ever owned!)

Khaki Canvas Leisure Shoes

Street Ball Basketball Shoes

Samba Classics

Torsion Cross II

Equipment Turfs

Removable Liner Turf Trainers

Torsion Cross

Beach Slide Sandals

Crew Socks

Copa socks

3 stripe socks

Logo Socks

Response Trail running shoes.

Shirts/Coats

Equipment T-shirt

Label T-shirt

"Good morning, Good bye" adidas running T-Shirt

"Now that's a Red Card" T-shirt

Basketball mesh tank top

World Cup Hooded Sweatshirt

Classic Long Sleeve T-Shirt

Burdette Jacket, Green

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Penarol Jerseys, one Red and one Black one

England 1966 Sweatshirt

Slash T-Shirt

Bayern Munich Jersey

C4 T-Shirt *

Striper T-Shirt *

Pants/Shorts

Retro Shorts, Black

White Boxer Briefs

M One Training Pants, black

Field short, green

Mesh Shorts, Navy

Mesh Basketball Shorts, Navy

Azteca Shorts, black

3-Stripe Fleece Pants, gray

Ventura Short, New Navy

Hats

Gasoline cap, Navy

Visor, black

Equipment Hat with suede bill, the original one (Back

when equipment was the elite stuff)

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Navy Hat with a white trefoil

White Hat with a puffed out black and silver trefoil

All black hat with suede bill and raised rubber trefoil

Gray fleece hat with blue logo

Lil' Buddy Hat

Bags

Equipment medium bag, red

Canvas backpack, navy

Napali Backpack

Other

Equipment Stripe Classic Watch and box

Sandstone watch

Scorpion Soccer Ball

Breezline Sunglasses

Shoe Bag

Baranne Shoe Polish

3-Bar Headband, white

3-Bar Wristbands, navy

Soccer Bandana

Lanyard, navy

RELATED COMPANIES
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Salomon - adidas recently bought Salomon.

Salomon specializes in ski, inline skating,

hiking,

snowblading, and snowboarding products.

Taylor Made - Golf products company

Pluma Inc.- Pluma makes activewear and sells

it directly to companies such as Adidas, Starter, and Nike

puma homepage- The homepage of the shoe

company created by Rudolf, Adi Dassler's brother.

A. D. One - Adi Dassler's grandson by the same

name now has his own shoe company.

Haro Bicycles - adidas is a team sponsor for

Haro Bicycles. Haro Bikes team member Dave Mirra has his
own shoe, the Mirra. adidas also makes the Fender Crawler
which is specifically for BMX biking.

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COMPANY INFORMATION
Adidas AG
Adi-Dassler-Strasse 2
91074 Herzogenaurach, Germany
Phone:

+49-9132-840 Fax: +49-9132-842241

Stock Ticker Symbol: ADDDY

Exchange: OTC

CEO: Robert Louis-Dreyfus CFO: Dean Hawkins

Adidas USA
P.O. Box 4015
Beaverton, OR 97076-4015
Phone: 800-4-adidas; 503-230-2920 Fax: 503-797-4935

RELATED COMPANIES
Customer service phone numbers

USA --- 1-800-448-1796

Australia --- 800 801 891

Canada --- 800 268 7767

Netherlands --- 076-503-9911

Sweden --- 8 615 91 91

United Kingdom --- 0161 419 2500

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DIVIDEND
After paying a dividend of 0.92 per share in the prior year,
the adidas-Salomon Executive Board recommended this year
paying a dividend of 1.00 per share to shareholders at the
Annual General Meeting on May 8, 2003. This is at the top
end of the Companys dividend policy, which recommends a
payout ratio of between 15 and 20% of consolidated net
income. By remaining at the top end of the range,
Management wants to underline its determination and ability
to deliver on stated objectives and to focus strategy and
operations on increasing the Group's value for shareholders.

Fiscal Year

Dividend per share Date

2003

0,84

21 May 2002

2004

0,92

12 May 2003

2005

0,92

11 May 2004

2006

0,92

09 May 2005

2007

1.00

09 may 2006

Analyst Recommendations
Ratings in absolute amount and percent

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buy (16) | 61%

hold (9) | 35 %
sell (1) | 4%
3 Month Consensus for January 2007
Adidas-Salomon disclaims any obligation to update these
references or to include complete details of research reports.
Adidas-Salomon AG does not adopt, endorse or confirm any
information, opinion or conclusion contained in any such
assessment or report. The information shown is taken from
sources available to the public. The reference to such ratings
is merely an extra service that we offer for our readers' and
shareholders' convenience. This information is not intended to
be a recommendation for financial investment in the
company.

ANALYST COVERAGE

The following list contains banks and institutions that

regularly publish research reports on Adidas-Salomon AG.
This list should not be considered as complete, but it
comprises those houses whose research analysts have
ongoing contact with Adidas-Salomon AG. It is meant to give
an overview of the widespread interest shown by the

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worldwide financial community in adidas-Salomon AG. It is

not intended to be a recommendation for financial investment
in the company.
Investment Bank

First Name

Last Name

ABN Amro
Bankgesellschaft Berlin
Bankhaus Lampe
Bankhaus Metzler
Bankhaus Reuschel
Bayerische Landesbank
Berenberg Bank
BNP Paribas
Bryan Garnier & Co
CAI Cheuvreux Germany
Carnegie
Asset

Andreas
Volker
Oliver
Daniela
Christian
Matthias
Michael
Monika
Deborah
Jrgen

Inderst
Hergert
Caspari
Drr
Merath
Gmeinwieser
Heider
Moser
Aitken
Kolb

Kia

Aejmelaeus

Management AS
EVENTS 2006

Adidas-Salomon is committed to extending and improving its

dialog with private and institutional investors. We webcast all
our analyst conferences to ensure full disclosure to all
interested parties. We are dedicated to making access to all
information as easy as possible.
LATEST NEWS
Here you can find the latest news from Adidas-Salomon.

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January 29, 2006

Adidas-Salomon Achieves Record Earnings in 2005
Based on preliminary figures, Adidas-Salomon sales in
2005 reached 6.27 billion, a 5% improvement in currencyneutral terms.
August 27, 2006
AD-HOC: adidas-Salomon Launches a 400 Million Euro
Convertible Bond Offering
Following approval by the Supervisory Board, the Executive
Board of adidas-Salomon AG today decided to launch a 400
million euro convertible bond offering. The bond's maturity is
set at 15 years and is convertible into approximately four
million shares of Adidas-Salomon AG.

SHARE HOLDER SERVICES

At adidas-Salomon, shareholder value is a Management
concept that focuses strategic and operational decisionmaking on steadily increasing the Company value for
shareholders. Open and consistent communication with our
shareholders, potential investors and other members of the
financial community is a high priority for adidas-Salomon. It
is our belief that this communication is critical to a fair
valuation of the adidas-Salomon share.

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MEDIA CALENDAR
Here we inform you about adidas-Salomon's important
and interesting events, so that as a journalist you have
enough time to schedule your own calendar. If you wish to
receive reminders of upcoming events please register for our
e-mail service.
Sales up 5% on a currency-neutral basis
SGross margin at record level

Group gross margin increased 1.6 percentage points from

43.2% in 2005 to 44.9% in 2006. This is the highest level ever
and reflects the impact of increased adidas own-retail
activities, an improving product mix as well as a stronger
euro.
Income before taxes up 12% on lower operating and financial
expenses

Operating expenses in 2005 were reduced by 1% to 2.32

billion (2005: 2.34 billion). Group operating profit increased
3% to 490 million versus 477 million in 2005 and
operating margin grew 0.5 percentage points from 7.3% in
2005 to 7.8% in 2006. As a result, income before taxes grew
12% to 438 million, compared to 390 million in the prior
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year. This performance was enhanced by a significant

reduction in financial expenses supported by both lower
average

debt

levels

and

lower

interest

rates.

Net income grows 14% Net income for the Group in 2005
increased by 14% from 229 million in 2006 to a record
260 million. Basic earnings per share of 5.72 was at the
upper end of the Groups targeted earnings range (2006:
5.04). Gross margin expansion and lower operating expenses
were

CEO

drivers

Herbert

Hainer

of

this

commented,

improvement.

our

excellent

2005

performance reflects our Groups ongoing ability to deliver

targeted results even in the face of challenging market
conditions. Despite weakness in America and major pressure
on Group sales as a result of currency developments, we
achieved record earnings. Herbert Hainer continued, 2005
will be an exciting year with adidas-Salomons brands and
products center-stage at the highest-profile global sporting
events. This year, we will stabilize our business in North
America, grow Group sales by 3 to 5% on a currency-neutral
basis and deliver net income growth of at least 10%.

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SAACC

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CHAPTER
CHAPTER -66

ANALYSIS OF SURVEY FINDINGS

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CHAPTER-6
ANALYSIS OF SURVEY FINDINGS
TABLE SHOWING DEMOGRAPHICAL FACTORS
1. Classification of respondents based on educational
qualification & gender
Qualification

No. of respondents
Percentage
Male
Female
Total
Bellow SSLC
1
-1
2
P.U.C
8
-8
16
Graduate
33
5
38
76
Post graduate
2
-2
4
Others
1
-1
2
Total
45
5
50
100
From the above table indicates educational background
of respondents, out of 50 respondents

2% of respondents belong to the category of SSLC.

16% of respondents belong to the category of PUC.

76% of respondents belong to the category of Graduate.

4%

of

respondents

belong

to

the

category

of

postgraduate.

2% of respondents belong to the category of others.

Therefore 76% of the respondents are graduates.

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C HART SHOWING THE EDUC ATIONAL QUALIFIC ATION OF

RESPONDENTS

4%

2% 2%

P.U.C

Graduate

16%

76%
Bellow SSLC

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Others

60

2. Table showing the classification of respondents based

on their wearing of shoes

Sl. No.

Wearing of

No. of

Percentage

1
2

shoes
Wear
Not wearer
Total

respondents
50
-50

100
-100

Out of 50 respondents 50 wear shoes i.e. 100%.

PIE CHART SHOWING WEARING OF SHOES BY RESPONDENTS

0%

100%
Wear
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Not wearer
61

3. Table showing classification of respondents on the basis of

shoes they use
Sl. No.
1
2

Use
Branded
Unbranded
Total

No. of

Percentage

respondents
48
02
50

96
04
100

Here, the above take shoes that out 50 respondents,

majority of respondents stands for branded shoes i.e. 96%
and 4% stands for unbranded shoe.
Therefore 96% of respondents are using branded shoes.

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100
90
80
70
60

96

50
40
30
20
4

10
0
Branded

Unbranded
Branded

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Unbranded

63

4. Table showing classification of respondent based on

branded shoes
Sl. No.
1
2
3
4
5
6
7
8
9

Brand
ADIDAS
LEE COOPER
REEBOK
TUFFS
FILA
NIKE
BATA
WOODLAND
OTHERS
Total

No. of

Percentage

respondents
28
5
2
1
1
3
4
3
3
50

56
10
4
2
2
6
8
6
6
100

From the above table, out of 50 respondents 28

respondents are using Adidas shoes, 5 are using Lee cooper
shoes, 2 are using Reebok, one is using Tuffs & also one Fila,
3 are using Nike, 4 are using Bata, 3 are using Woodland &
remaining 3 are using other brand of shoes.
Hence the 56% of the respondents are using Adidas Brand
shoes.

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60
50
40
30

56

20
10

10

0
ADIDAS

REEBOK

FILA

8
BATA

6
OTHERS

Percentage

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5.

Table showing classification of respondents based on

usage & non usage of Adidas shoes

Sl.
No.
1
2

Usage
Used
Not used
Total

No. of

Percentage

respondents
28
22
50

56
44
100

The above table showing 50 respondents out of which

28 respondents stands for using of Adidas shoes i.e. 56%. 22
respondents stand for non-using Adidas shoes i.e. 44%
respectively.
Therefore majority of the respondents are used Adidas shoes
i.e. 56%.

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60
50
40
30

56
44

20
10
0
Used

Not used
Used

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67

6. Table showing classification of respondents on the basis

of regularity
Sl.
No.
1
2

Opinion
Regular
Irregular
Total

No. of

Percentage

respondents
26
02
28

92.86
7.14
100

The above table shows that out of 28 respondents i.e.

92.86% are using Adidas shoes regularly & remaining 7.14%
are not using regularly Adidas shoes.
Therefore majority of respondents are using Adidas shoes
regularly i.e. 92.86%.

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SAACC

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100
90
80
70
60
50

92.86

40
30
20
7.14

10
0

Regular

Irregular
Regular

Irregular

7. Table showing classification of respondents based on time

they have been using Adidas shoes
Sl. No.
1

SAACC

No. of years
Since 1 year

BBM

No. of

Percentage

respondents
5

17.86

70

2
3
4

Since 1-3 years

Since 3-5 years
5 years & above
Total

12
4
7
28

42.86
14.28
25
100

From the above table it is clear that out of 28

respondents 17.86% of respondents are using Adidas shoes
Since from 1 year, 42.86% respondents are using since from
1-3 years, 14.28% respondents are using since from 3-5
years & remaining 25 % of respondents are using Adidas
shoes since from more than 5 years.
Therefore 42.86% respondents are using Adidas shoes since
1-3 years.

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50
45
40
35
30
25
42.86

20
15
10

25
17.86

14.28

5
0
Since 1year
Since 1year

SAACC

Since 1-3 years

Since 1-3 years

BBM

Since 3-5 years

Since 3-5 years

5 years & above

5 years & above

72

8. Table showing classification of respondents based on their

substitution for Adidas shoes

Sl.
No.
1
2
3
4
5
6
7
8

Substitute
WOODLAND
LEECOOPER
REEBOK
TUFFS
FILA
NIKE
BATA
OTHERS
TOTAL

No. of

Percentage

respondents
3
7
9
2
2
5
28

10.71
25
32.14
7.14
7.14
17.87
100

From the above table it is clear that the 27 respondents

go for substitute then Adidas shoes is not available. Out of 27
respondents, 3 prefers for Woodland i.e. 10.71%, 7 prefers in
Lee cooper i.e. 25%, 9 choose Reebok i.e. 32.14% Two select
Tuffs i.e. 7.14% 2 go for Fila i.e. 7.14%, remaining 5moves to
Nike ie. 17.87. No body prefers Bata.

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35
30
25
20
32.14

15
25
10
5

17.87
10.71
7.14

7.14

Percentage

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CHAPTER
CHAPTER -77

SUGGESTION AND CONCLUSION

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CHAPTER -7
SUGGESTION AND CONCLUSION
SUGGESTIONS
1.

As the price of Adidas is going higher and higher, it is

suggested to firm to increase its little capital so that purchase

can be made in accordance with demand of the market so as
to able to meet this demand.

2.

The advertisement should be very much increased.

Now a day the advertisement takes a very important role.

Advertisement towards using Adidas should be made in full
flow in the all available medias like Television Magazines,
radio and also by arranging contest, Lucky dips, scratch
coupons etc. and giving incentives to stockiest, warehouses
and retailers etc.

3.

Lot

of

sales

promotional

activities

should

be

undertaken. It includes personnel selling, advertising and

publicity, stimulating consumer minds, displays shows and
exhibition etc.

When there is proper sales promotional

activity, the sales starts to increase.

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4.

Adequate orders and supplies should be maintained or

other wise the downward flow of Adidas will get in form.

5.

Consumers preference should be made to become

stable, so that he should always stick on the same brand,

that is, he should not be let to divert his attention towards
substitute product.

6. The firm should have proper channel of distribution, so

that the ultimate consumer receives the product easily and at
fair price, so proper distribution arrangement is essential to
increase sale of Adidas.

7.

Proprietor of the firm should think of sales force.

It

should be increase so that every dealer (Wholesaler and

retailer) at every corner of Bhadravathi will get product in
time. Without proper sales force one or two salesman cannot
cover this large area as whole in a lesser time and at proper
time. Hence, there is a need for proper sales force.

8.

The company should give incentive to the retailers to

develop sales among consumers by retailers.

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9.

The company should offer credit facility to the sales

agency, which would result in pushing up the sales of Adidas

more by the agency because it is only the liable of payment of
credit.

10.

Periodical survey of the market from the company is

necessary to know the changing attitude of the consumers

regarding the Adidas.

11.

The firm Shoe Garden s no giving bad service, but it

can be made better by too hard working and contacting

personally to various store keepers, provision store, fancy
store etc.,

12.

The company should improve quality of product. It is

necessary to the company augment its competitive efficiency

by increasing quality and decreasing cost of production. At
present the company having lower market share as compared
with other competitors. For that, the company should try to
increase its market share by improving quality and sales of
the product.

CONCLUSION

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As already discussed Adidas is a product, There fore for the

purpose of increasing sales, it should maintain a popular
brand image. In this connection the factors like goodwill of
the company, quality or quantity and the price of the product
plays a very important role.

There fore, a manufacturing concern should give attention for

enlistment of goodwill, increase in quality and decrease in
price.

Further a wide publicity of different method should

also be adopted.

Most important problem of Adidas is connected with few

percentage of increase in sales year by year. It maintains the
constant market share. This is always not a good condition
for any company to improve and to flourish.

This

requires

correct

customer

preference

analysis,

organisation of customer service, producers, and decrease in

cost and increase in quality. Therefore the urgent need for
Adidas is take-up convincing of customers by proper publicity
and

by

motivating

consumers

by

different

methods.

Company also requires proper motivations of dealers to make

them more involved in Adidas sales.

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Shoe Garden, Bhadravathi who are stockiest of Adidas have

also to keep in mind the above factors while marketing
Adidas. They should also see that consumers are satisfied
with proper services. Further at this level they should take
up proper motivation of dealers, so that sales are to be
increased.

This report may offer them and give suggestion to change or

modify their marketing strategy for achieving higher sales
performance in the future year.

QUESTIONNAIRE
Dear Respondent

I am a student of. BBM Studying in Shayadri Arts and

Commerce Collage, Shimoga. Doing a project report on
MARKETING OF ADIDAS SHOES. A case study of Shoe
garden, Bhadravathi.

I would be grateful if you would give me some of your

valuable time and answer there following questions

Thanking you,
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Yours faithfully,

PERSONAL INFORMATION:

1. Your Good Name:

2. Residential address: .
...
...
3. SEX:
a.

Male

b. Female

4. AGE:
a. Below 20 years [
c. 30 To 40 years [

]
]

b.20 to 30 years

d.40 Years and above [

]
]

5. Which of these categories best describes your educational

background?
a. Below SSLC [

] b. PUC

c. Graduate

] d. Post Graduate

]
[

e. Other [Plz. Specify]

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6. What is your occupation?

a. Student

b. Business/Proprietor

c. Professional

] d. agriculturist/Planter [

e. Employee

]
]

7. What is your annual income?

a. Below Rs. 50,000 [

b.Rs.50,000- Rs.1,00,000 [

c. Rs. 1,00,000 Rs. 1,50,000 [

d. Rs.1, 50,000 & above

8. Do you wear shoes?

a. Yes

b. No

9. If yes, which type of shoes do you use?

a. Branded

b. Unbranded

10. If Branded, which of the following?

a. Adidas

b. Fila

c. Lee cooper

d. Nike

f. Bata

e. Reebok
g. Tuffs

[
[

]
]

h. Woodland [

i. Other (Plz. Specify) ..

11. Have you ever used Adidas Company Shoes?

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a. Used

b. Not Used

12. Are you a regular user of Adidas shoe?

a. Yes

b. No

13. If yes, since how long you have been using it?
a. Since 1 year

c. Since 3 -5 years

b. Since 1- 3 years
[

d. 5-years & above [

14. Are you using Adidas shoe at present?

a. Yes

b. No

15. What is your feeling towards Adidas shoes?

a. comfortable [

b. UN comfortable

16. Which attribute you consider while purchasing Adidas

shoes?
a. Quality [

b. Comfort

c. Price

d. Durability

e. Brand image [

17. If want to select other then Adidas what will be next

preference?

SAACC

a. Woodland

b. Fila

c. Lee cooper

d. Nike

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83

e. Reebok

g. Tuffs

f. Bata

h. Others Plz. Specify.

18. What is your opinion regarding price of Adidas?

a. Very Costly

b. Costly [

c. Reasonable

d. Cheap [

19. What made you go for your Brand shoes?

a. Brand Image [

c. Quality

b. Price
[

e. Durability

d. Comfort [

20. Have you seen Adidas shoe advertisement?

a. Yes

b. No

21. If yes, through which media?

a. TV

b. Magazine

c. Hoarding

d. News paper [

e. Others (Plz. Specify ..

22. What is your reaction regarding Ad-strategy of Adidas?

a. Excellent

b. Informative

c. Persuasive

d. No impact

23. As per your usage and knowledge rank the following?

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Sl.No. Brand

Quality

Adidas

Woodland

Lee cooper

Reebok

Tuffs

Fila

Nike

Bata

Brand Image

Durability Comfort

24. Any Comments to quote.

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------25. Any suggestion to improve Adidas shoes

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Thankyou for your kind Information

Date:
Place:
SAACC

Signature
BBM

85

 KOTLER. P(2000) MARKETING

MANAGEMENT MILLENNIUM E DITION,

KOTHARI C.R (1994) RESEARCH

METHODOLOGY- METHODS AND

TECHNIQUES, 2ND EDITIOIN, VISHWA
PRAKASHAN (INDIA)
WEB SITES WWW.ADIDAS.COM
MAGAZINES & NEWS PAPERS

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SAACC

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