MKT 337.

3
Presentation on
Marketing and Promotional
Strategies
 Group Members….

Name ID

1. Mashrura Rahman 071 188 030

2. Gazi Tanzia 073 153 030

3. Zerin Hossain 073 314 030

4. Rehnuma Sidratul 081 093 030

5. Sadaf Razzak 081 111 030

 INTRODUCTION

 Adidas Group (AG) has started

the journey in 1920

 Adidas group has 3 brands.

1. Adidas
2. Reebok
3. Taylormade- Adidas Golf
 Global leader in the
sporting goods industry

 Second biggest sportswear

manufacturer in the world

 Holds 22% of the total

global sports goods market.
 HISTORY

In 18th August, 1949, Adidas

registered as a company

 It is named after its founder:

‘ADI’ from Adlof and ‘DAS’

from Dassler
Explore through the decades, from the birth
of a brand ADIDAS came to lead the world
of modern sports…
MARKETING &
PROMOTIONAL
STRATEGIES…
 Mission Statement : “IMPOSSIBLE IS NOTHING”.

 They think a normal person is also an athlete, a

celebrity or a player.
 Value
 Consumer focused

 Innovative and design

leader

 Global organization

 Committed and dedicated

Marketing and Promotion
Process Model
 OPPORTUNITY
ANALYSIS

 Entering new market

 Market diversification
 Expand product/service lines
 Increase female participation
in athletics
 OPPORTUNITY ANALYSIS (cont.)

Merger or takeover
Expand customer base
 Collaborate with other online retailers
New technology and innovation to stay on top of
market needs
 COMPETITIVE
ANALYSIS

Core competitors of Adidas are:

- NIKE,
- Li Ning,
- Anta, and so forth
 Comparison between ADIDAS
and NIKE:-
ADIDAS NIKE

Promotional strategy is based on Promotional strategy mainly

helping global issues, sports based on creating dominate media
associations or social causes. presence and development of
flagship stores.

In terms of e-commerce It takes a lot of time to navigate

ADIDAS’s website is friendly and NIKE’s website and it is not that
easy to navigate. much user friendly.

Operating margin and return on Operating margin and return on

THE MARKETING MIX…
 Product

 Core product- Footwear

 Apparel- shirts, shorts, pants, outerwear, base
layer, skirts and so forth
 Accessories- sandals, watches, eyewear, bags,
caps and socks
Products for the target market
(Male)
Products for the target market
(Female)
Products for the target
market (Kids)
Products for the target market
(Sportsman)
 Price- rational

 Place- separate stores

 Promotion- according
to basic strategies
PROMOTIONAL
STRATEGIES…
 Direct marketing
 Public relation
 Advertisement
 Publicity by celebrities
 Sales promotion
 Internet
 DIRECT MARKETING
 Stores all over the world in different locations
 Direct interaction with the consumers
 Experienced and well trained sales force
 Well decorated stores globally and all of them look
almost same
 Each and every collection is available in every stores
 Price never varies from one store to another
 PUBLIC RELATION
 Organized Auckland Marathon to raise charity for
‘Heart Racer’
 ‘Women’s 5k Challenge’
 Official partner of FIFA since 1970
 Official sponsors of UEFA European Championship
 Sponsor of Summer and Winter Olympic
 Organizes Hockey Championship
 ADVERTISEMENT

 Uses print and broadcast media for

advertisement
 Advertise in sports magazine, car magazine
and men’s magazine
 Especially telecasts their commercials in sports
channel as well as the other channels
 ADVERTISEMENT (cont.)

Telecasts in stadiums television

 All of the commercials relates to spots and
sporty look
 Puts all of its ambassadors in its commercials
 Commercials are very attractive and left an
image in viewers mind.
 PUBLICITY BY CELEBRATIES

 Holds almost all of the famous athletes, soccer players,

basketball players, baseball players and many
celebrities

 Those ambassadors wear this brand’s product always.

 INTERNET
 Own website
 Advertise through e-bay or Amazon.com
 Social networking websites
 Putting videos on their YOU TUBE’s official site
 CONCLUSION

 Today's market is very competitive

 Promotion is the way to aware people about any
product
 Promotion must be done in an effective way
 Helps to create an image in the consumers mind
 THANK YOU FOR
YOUR PATIANCE 
ANY QUERIES ???