INTRODUCTION ADIDAS all Day I Dream About Sports adidas AG (German pronunciation: [adidas]) is a German multinational corporation that

designs and manufactures sports clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is the holding company for the Adidas Group, which consists of theReebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), Rockport, and 9.1% of FC Bayern Munich. Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is the largest sportswear manufacturer in Germany and Europe and the second biggest sportswear manufacturer in the world.[3] Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrder Dassler Schuhfabrik between him and his older brotherRudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based inHerzogenaurach, Germany. Puma is also based in Herzogenaurach. The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo.[4][5] The company revenue for 2012 was listed at 14.48 billion.[2] Current executive board[edit]

CEO: Herbert Hainer Chief Financial Officer: Robin J. Stalker Global Brands: Erich Stamminger Global Operations: Glenn S. Bennett Global Sales: Roland Auschel

Adidas Marketing Strategies? Adidas marketing strategies is aimed at being the top sports brand in all over the universe. It plans to do this by ensuring that the athletes are faster, stronger, cooler, natural and stronger. Its other strategy is creating new customer experiences through training and then increasing global footprint. Transcript of Copy of ADIDAS Marketing Mix (4Ps)

HISTORY
Adidas started in a town called Herzogenaurach. In 1949, Adidas was registered as a company Adi Dassler was the first entrepreneur to use sports promotion as a way of drawing public attention to his innovations. Adi began to use well-known athletes as an advertisement for his products Adidas Today Adidas is the largest sportswear manufacturer in Europe and second largest in the world Adidas dominates Reebok Sportswear Company, Taylormadegolf Company, Maxfli golf balls, and Adidas golf Adidas clothing and shoes typically feature three parallel stripes The company revenue for 2010 was listed at 11.99 billion MISSION Commitment to continuously strengthening Adidas brands and products to improve their competitive position To be innovation and design leaders who seek to help athletes of all skill levels To be consumer focused to continuously improve the quality, look, feel and image of Adidas products To be a global organization that is socially and environmentally responsible To be dedicated to consistently delivering outstanding financial results

Products
-The core benefit is to satisfy consumers needs or want. -Caters for different needs and wants of consumer -Uphold its brand by constantly upgrading and improving products innovative features and quality to satisfy its customers. -Today, Adidas has established itself as a strong brand for sports apparels Price -Adidas is a shopping product -Able to penetrate the market as it is cheaper than its competitors -Uses market skimming

Place
-Distributing some of the Adidas products to the various sporting outlets -Adidas outlets -Online purchasing through the internet Promotion -Promotion objective Become the NO.1 sporting brand in the world.

Promotion Mix
-Advertising commonly through the mass media -Through the use of the internet and SNS -Point of Sale -Impossible is Nothing campaign Five Forces Analysis Threat of New Entrants: Very high barriers of entry in to the market High cost Legal Barriers Control of Market (Market leaders benefiting from economies of scale Brand establishment Threat of substitute products Other manufacturers selling similar good at low prices Uniqueness/ Technology Bargaining power of customers Bulk means less price Bargaining power of suppliers Low control of suppliers on cost price because of large number of factories willing to manufacture Intensity of competitive rivalry High levels of competition Competition for market share Nike holds 36% of Market share Adidas holds 21% of Market share Adidas must ensure high quality and unique at reasonable prices Adidas SWOT Analysis Adidas

SWOT Analysis
Strengths: Adidas is the world's second largest producer of sport apparel and equipment by sales with revenues of $15,333.30 million in the 1st qt Adidas leading market position is built on its positioning of strong brands, which enhances adidas market standpoint and boosts its topline: 1) Adidas 2) Reebok 3)TaylorMade 4) Rockport 5) Ashworth Adidas portion of own retail has grown substantially giving adidas more brand control Operates over 2200 stores for adidas and reebok internationally Large geographical foot print in diverse markets enables adidas to expand its markets to high growth economies

Weaknesses:
China negatively impacted by clearance of high excess inventories following the Beijing 2008 Olympic Games which subdued consumer demand in 2009 adidas outsources 95% of production to independent thirdparty suppliers in Asia, including 32% from China Merchandise procured from foreign manufacturers is a weakness because it gives adidas less

control over the product quality. Concerns over unsafe Chinese consumer products 1)The Consumer Product Safety Commission has issued alerts and announced voluntary recalls by US companies on numerous products made in China

Vendor and manufacturer failures to achieve and maintain high manufacturing standards could result in manufacturing errors resulting in: Product recalls, Delays of Production Adidas SWOT Analysis

Opportunites
Adidas has sponsorship agreements for major sports events across the world: 1)Japan Football Association until March 2015. 2)Australian Olympic Committee until 2016. 3)Secured sponsorship rights to the 2014 FIFA World Cup. Extended its partnership with: 1)UEFA for the UEFA EURO 2012 2)UEFA EURO 2016 football championships 3)UEFA Champions League Official Sportswear Partner to 2012 Olympics in London Sponsorship of major sports events helps the company strengthen its profitability and enhance its brand recall among consumers Adidas SWOT Analysis

Threats:
Widespread counterfeits deprive revenues for the company and can dilute the adidas brand image The market for sports apparel and footwear has declined in 2009Athletic footwear declined 3.2% in 2008 & 1.4% in 2009 Other Manufactures for example: Puma, Nike, etc.

Celebrities Marketing Adidas comes at us with a great new commercial to represent the
brand. Staring the likes of B.o.B, Katy Perry, David Beckham, Dwight Howard and Derrick Rose among others. Adidas motto to go along with the visual, "Heart over head. Inclusion over ego. United by passion, we go all in. Go all in." The new spot also features Big Sean, Chicago Bulls player Derrick Rose, Sky Ferreira, K-Pop group 2NE1 and Kids. These Days all sporting their own creative and hipster get-up. Adidas has been linked to hip-hop ever since Queens MCs RunDMC rapped about ''My Addidas,'' and now the sport wear brand have made female rapping superstar Nicki Minaj star in their latest Originals commercial. Also Justin Bieber Signs with adidas NEO Impossible is nothing ! -Focus on the global major and sport life style markets -Impossible is Nothing -Womens market/High-end Fashion/ Collaborations

-Position as premium Brand -Three different categories of adidas strategies: adidas products divisions, distribution, and pricing strategies. ADIDAS MARKETING STRATEGIES