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The Team:
Preeti Bhavadas Amit Shetty
Nithya K.
Jignesh Mehra Pramila Rawat

• Adidas Inc. is a marketer of sports apparel and athletic shoes.

Adidas was formed by German by the founder Adolf (Adi) Dassler
during 1920’s.
• The company Adidas was founded in the early 1920s as Gebruder
Dassler Schuhfabrik in Herzogenaurach in Germany.
• Adolf Dassler designed a pair of sport shoes in 1925 and few years
later he and his brother Rudolph were selling special shoes for
tennis players and began design specific shoes for different sports.
• The family company later split in 1948. After the split, Adolf (Adi)
Dassler founded Adidas and his brother Rudolph founded Puma.
• The three-stripe logo was designed in 1941 by Adi Dassler and he
registered it as a trademark for Adidas after the split.

• Adidas is the group’s core brand and a leader in the sporting goods market.
“At the heart of Adidas is- PASSION:
Passion for Sports
Passion for Athletes
Passion for Products.
• Adidas is a brand built on leading technology and cutting-edge design. It is a
brand identified and respected by consumers for its innovative, inspirational
and authentic values.
• Adidas is organized into three consumer-oriented product divisions: Forever
Sport, Originals and Equipment. This structure is unique to the industry and
reflects the brand’s commitment to meet changing market demands, while
remaining anchored to its brand principles and heritage.
• Performance-oriented footwear, apparel and hardware products will always
remain the lifeblood of adidas.
Products of Adidas Group

• Adidas
• Footwear, apparel, and hardware such as bags and balls
• Reebok
• Footwear, apparel and hardware
• Rockport
• Footwear
• Taylor Made- Adidas Golf
• Golf Equipment: metalwoods, irons putters, golf balls, footwear,
apparel and accessories
Adidas in India

• 1989 – Ventured India market on a license agreement with Bata.

•1996 – Joint venture with Magnum International Trading Co. Ltd.
•1998 – Sachin Tendulkar was the first 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 became the new MD, India.

* Christopher Bezu is the head of Adidas Asia Pacific

Marketing Plan

• The Game Plan unveiled by Adidas in India is to become the number

one sports brand in the country by 2010, either through Reebok or
• In Asia Adidas India wants to become number one company by 2010,
as of now India is lagging behind other countries in the region — at
number four, way behind the likes of Japan, China and Korea
• According to Bezu, “In the sports gear market, we are already number
two as a brand, and number one as a group company in India.”
• The company has already commissioned a survey to study consumer
trends in India. Besides, it is experimenting with new formats and
managing retail operations.
• About 13% to 14% of our net sales are invested back in developing the
markets. That is the growth strategy
Mission of Marketing Plan

To devise a marketing plan and formulate strategies which would help

in the achievement of the marketing objectives of the company which

• Market penetration – gaining market share across all markets in which

we compete.
• Market development – expanding into new markets and addressing
new consumer segments.
• Brand Awareness - increasing awareness and visibility across all
brands, providing clear and consistent messaging and supporting
product initiatives at the point-of-sale.
Marketing Strategies

• Adidas outsources its production and only focuses on marketing

• Adidas believes that marketing is much more important because shoe
is in the “shopping goods” category.
• Focus and target all sports that are popular in India.
• Cooperate with famous designers
• Change the traditional image of sport.
• Associate their brand with Major Sporting Events.
• Hire “A” Class sports personalities to market and endorse their
various range of products.
• Partnering with events meant for Young audience like Music channels,
Rock Shows, Sporting events to target Urban Youth Market.
Marketing Strategies

• The strategy of Adidas in India has been consistent over the past few
years. The broad elements of the strategy are to target the brand to
urban youth with our brand proposition from ‘competition to lifestyle’
using the authentic sports platform and build and reinforce credibility
through relevant brand ambassadors and grassroots sports marketing
programs.The principle consumption centres namely the metros are
also a potential target market.

• Further, it would target principal consumption centres, namely metros

and build significant stand-alone exclusive store presence in
significant locations. The strategy would be to play to our strengths,
i.e. in apparel and mid to high priced footwear.
Marketing Strategies

Adidas is also focused in Marketing with respect to the needs of the

customer like;
• Comfort
• Performance
• Durability 50
• Style
• Price
• Brand 24.14
20 13.79
10 3.45 3.45
Price Durability Comfort Looks Brand Others
Marketing Strategy-
• Multi-Brand Approach –
There is a natural limit a brand can achieve given the diverse tastes
and expectations of a highly fragmented consumer market. Therefore
Adidas being a multi-brand entity, their approach provides the firm
with a major competitive advantage and significant additional
commercial opportunities compared to a single brand strategy.
It can leverage the power of its brands in a more precise and
meaningful way, utilizing the combined strengths of each to compete
for a higher percentage of the market, covering a greater number of
consumer needs, price points and demographics.

• Cost Leadership-
The acquisition of Reebok has created significant opportunities to
reduce and optimize costs, through scale benefits, back office
consolidation and combined capital expenditure planning.
Marketing Strategy-

• Broader Distribution –
Adidas follows the strategy of closely monitoring and co-
operating with the retailers, so that they can significantly
improve the in-store experience of the product. Retail
partnerships is also helping the firm to improve effectiveness
in the market which is dominated by price and lack of

• Largest International portfolio of
sport ambassadors. 2 8 .2 4
30 2 5 .2 9
• Sponsors football teams with
maximum fan following in India 2 2 .9 4
and USA.
• Highest brand image in India 20
• Adidas focuses on performance 1 3 .5 3
development and technology 15
development. 7 .6 5
• Adidas is popular in among soccer 10
and athletic fans 2 .3 5
• Reebok has the largest market
share in India
N ik e a d i d a s R e e b o k P o w e r P u m a O th e r s
• Rigid pricing structure
• Has not done well in the Indian subcontinent market as compared to
its competitors Nike and Puma
• Least preferred brand among the three and currently stagnating
• Negative image portrayed by poor working conditions in its overseas

• Increasing demand in the industry for products available online
• Increase female participation in athletics
• New technology and innovation to stay on top of market need.
• Collaborate with other online retailers to offer Adidas products
• Positive and increasing market trends can increase through the effective


• Nike's strong reputation in the footwear and apparel industry

• Strong competition from some of its major challengers in all
branches of the business
• Economic downturn in Asian Countries
• Increase in the Price of Raw materials
4P’s of ADIDAS


Attracting competitors' customers. Increasing present customers' rate of

Sharper product differentiation. Increasing the units of sales.
Special price packages / cross‑selling
Finding other products' uses. products
Reduction in price.
Increasing promotional effort. Price incentive for increased use


Attracting other market segments. New geographical markets.

Seeking other distribution channels. National market expansion.

Advertising in other media. Regional market expansion.

Export market expansion.

Market Segmentation

• Geographic Segmentation:

Density: Urban and Semi-Urban Cities

• Demographic Segmentation:

1. Age: 15 to 45

2. Income level: Greater than 15 Thousand per month.

3. Social Class: Upper middle class, Lower upper class and upper
Market Segmentation

• Behavioural Segmentation:

Pyschographic Segmentation Benefit Segmentation

• Experiencers • Athletes

• Achievers • Gym Regulars

• Image Drivers • Sports Enthusiasts

• Strivers • Brand Freaks

• Image Seekers
Distribution Channel

• All products of Adidas Group in India are outsourced from Asian countries like
Taiwan, Indonesia and Malaysia. 96% of Adidas’s footwear and 78% of apparels
are produced or sourced from Asia.

• Adidas Globally operate on a third party contract manufacturing model. In India,

Adidas has two contract manufacturers. One of them is a Taiwan Based
company “Apache” based out of Nellore, Andhra Pradesh.

• Adidas follows a basic franchisee model distribution process. After the footwear
and apparels are imported from the outsourced countries to the contract
manufacturers. Goods are then distributed to the regional warehouses, from
here they are forwarded to respective franchisees. Footwear and apparels are
then available to the consumers from these respective franchisees.

Thank You!!!