ABOUT

FOUNDED: 18 AUGUST 1949, HERZOGENAURACH,

GERMANY

IN 2021, THE ADIDAS GROUP HAD A GLOBAL

TOTAL OF 2,184 STORES IN OPERATION

ADIDAS STARTED IN INDIA IN 1996 AS A JOINT

VENTURE WITH MAGNUM TRADING, WITH
ADIDAS HOLDING 80 PER CENT STAKE
 Type of retail

format
The Company has own-retail stores, mono-branded

franchise stores, shop-in-shops, joint ventures with retail

partners and co-branded stores and an e-commerce

channel, which is available to customers in over 50

countries.
The Adidas Group's number of stores worldwide from 2016 to 2021
 PRICING STRATEGY
Adidas includes Skimming Pricing and Competitive pricing in its marketing mix. Competitive

prices are used for its mill products to compete with brands like Nike and Puma and skimming

prices are used for the newly introduced products in the market.

Under Skimming pricing, high prices are kept for newly launched products to maintain the

exclusivity and gradually the prices are reduced with time until it reaches market average.
When it comes to Apparel, Adidas mostly uses a skimming price strategy because of its brand

equity. Thus, the Target audience of Adidas includes the upper-middle class as well as high-end

customers.

Matter of fact, the High-price strategy of Adidas makes it a luxury brand among people. Folks go

for Adidas even when the prices are high because psychologically, they think that high prices

mean high quality and confirmation of authenticity.

 Digital segmentation
Adidas uses a differentiated targeting strategy to target

young adults, adults as well as children who have a passion

for fitness & sports. Although it targets customers in the

age group of 13-40 years majority of its customers are of 15-

30 years of age who hail from the upper-middle class or the

luxury class of customers.

RETAIL OPERATIONS

Operations include many aspects, such as store design,

display placement, customer service, money and credit

handling, shoplifting prevention, premises maintenance,

staff management, inventory optimization, and dealing with

the entire supply chain that leads to having products in the

store.
Customers can browse, research, and pick up products at

their convenience.
Retailers can sell products not physically available in

their stores.
Retailers can service orders received in online stores.
 Technology used on Floor

THE SPACE IS THE ADIDAS APP IS THE STORE’S FITTING AN ILLUMINATED “HYPE
DESIGNED TO TELL A USED TO HELP ROOMS USE RFID WALL’ IS ALSO
STORY, FILLED WITH CONSUMERS ENABLE MIRROR DISPLAYED IN THE
DESIGN ELEMENTS REAL-TIME UPDATES, TECHNOLOGY THAT STORE, WHICH
AND DIGITAL SUCH AS BOOKING DETECTS EXACTLY FEATURES UPCOMING
TOUCHPOINTS TO APPOINTMENTS OR WHAT SHOPPERS ARE RELEASES AND
GUIDE CONSUMERS REQUESTING CERTAIN TRYING ON AND LIMITED-DROP
THROUGH THE STORE, ITEMS. ALLOWS THEM TO PRODUCTS.
TEST PRODUCTS, AND ASK FOR ADDITIONAL CONSUMERS CAN SCAN
FIND THE LATEST SIZES. QR CODES FOR THE
RELEASES. ITEM’S DROP DATES
AND ADD IT DIRECTLY
TO THEIR CALENDARS.
 CRM (CUSTOMER

RELATIONSHIP MANAGEMENT)

ADIDAS IS ALSO USING THE KRUX DMP

PLATFORM ACQUIRED BY SALESFORCE LAST

YEAR, TO CAPTURE ONLINE AND WEB

BEHAVIOURS, MARRY THOSE WITH CRM DATA

AND UNIFY CAMPAIGNS SERVED ACROSS ALL

DEVICES THAT ARE PERSONALISED.

 SCM STRUCTURE
1. The goods come directly from the

country warehouse that is in Delhi.

2. There are no mediators.
3. The stock is changed in every 6

month.
 DISTRIBUTORS MODE

1. Adidas has three distinctive channels –

• Wholesale,
• Retail and E- commerce in the form of MiAdidas.
2. For the adidas store in himayatnagar the products directly come
from the company there are no mediators. The requested
products come from Delhi.
ASHWIN M149
VARUN M142
KAPIL