Marketing Strategy Of Adidas

Adidas is one of the most famous manufacturers of top-quality sporting goods. It is the market leader in sporting good alongside with its competitive rival Nike. It also consists of Reebok Sportswear Company.They produce different types and variety of products to all age categories such as bags, shoes, shirts and more. The Adidas group, headquartered in Herzogenaurach (Germany) started in 18th August 1920 by Adolf Dassler. Adidas witnessed its first international success in 1954 and that is when the German have won the soccer world championship. Adidas has 169 branches worldwide and total revenue of 11.9 M Euros. Adidas is well known of sponsoring many sports events such as world cup or Olympics in addition to the use of its products

Counterfeit products can directly damage the brand and cause considerable damage to customer confidence their brand. This case lead to a negative image for PUMA and It can affect the company continued development. PUMA is a popular brand in the world and they produce a high quality product. But the counterfeit product produce the product is very low quality and the price of counterfeit product is very expensive compare with the PUMA. This case will affect PUMA sales and damage image PUMA

Some brands developed because of its uniqueness that being recognized by consumers who are seeking for characteristic. In such circumstances, being different is a way to draw consumer’s attention and transfer this emotion into benefits. In this point, some sports sponsorship can be seen as a way that brands try their best to achieve uniqueness via patent.

Adidas, founded by Adolf Dassler, is a German international company, that is located in Herzogenaurach, Germany, that designs and produces sportswear and footwear. Adidas is currently the second largest sportswear company in the World, Nike being the largest. However, Adidas has grown dramatically in the 21st Century, making Adidas the largest sportswear company in Europe. Over the years Adidas has created a group called the Adidas Group it consists of Reebok, TaylorMade-Adidas company, Ashworth, and Rockport.

Inspired by the heritage, Adidas know that a profound understanding of the consumer and their journey in sport is essential to achieving this goal. To anticipate and respond to their needs, it continuously strives to create a culture of innovation and creativity. By harnessing this culture together with their insights and knowledge of sport, Adidas push the boundaries of products, services and processes to drive a long-term strategic advantage. This, in turn, will drive value creation for their company and

Adidas, one of the world’s biggest sportswear companies, began its journey in 1925 by the German Adolf “Adi” Dassler, who began making special sports shoes. Adidas has continued to gain momentum through the years. Many attribute this to adidas' quality, styling and reputation. The company was started by Adolf Dassier in his mother's house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. The 3 stripes were created to keep the foot stable, but ended up being the logo. Throughout the years Adidas was seen in the Olympics, and it was the leading brand making their shoes highly sought after by Olympic athletes. Adi Dassler died in 1978, at the age of 78. Carrying on his heritage and his ideas, his name and his developments will continue to help athletes in their efforts to push the limits of performance, on into the new millennium. Following the death of the company founder, Adi Dassler’s widow Käthe and his son Horst took charge of running the company. Horst Dassler perfected the opportunities offered

It is not that common when a business can employee more than 50,700 people in 160 countries, but anything is possible with the Adidas Company. This complex organization helps everyone find what he or she is looking for, whether they’re an athlete looking for the best equipment, or simply finding comfort with style, Adidas has no struggle helping their customers find what works best for them. The Adidas Group has innovation leaders who help all their customers with various skill levels become as successful as they can. This group of leaders is committed to giving creativity with affordable prices. According to the Adidas Company profile, the company has a plan to break records, make unforgettable history, and set the new trends. With the abundant amount of footwear, apparel and accessories, the

Due to the new small brands, Adidas promotes its own brands, making additional advertisements for its products. In addition, Adidas is not solely concentrated on the sportsmen’s demands. The promotion strategy also concentrates on an average consumer who has or may have no connection with sport life. Hence, the promotion strategy of Adidas embraces wider range of opportunities, which give some advantages for products promotion, comparing to Nike.

Adidas spends significant resources on sponsoring top sport teams, sport competitions, events as the part of brand positioning to commercialize the brand image. This is the route using by adidas to show its credentials in performance arena. Through brand positioning like this, they expend the product image in sport inspired lifestyle markets. Adidas brings its passion for great products to the biggest stages in the world with sponsorship agreements for the FIFA World Cup, the NBA, the European Rugby Cup and the past London 2012 Olympic Games. Adidas also sponsoring famous sport clubs like AC Milan, Liverpool, Real Madrid in football, the New Zealand All Blacks in rugby and so on. This strategy not only attracts its fans to buy adidas products, where it also increase brand popularity in world level. Adidas regularly bring new global marketing concepts to life, which can be easily leveraged to create simple and powerful brand messages and support an array of product offerings.

Adidas is the number two sporting goods maker in the world, second to Nike. The company has long focused on being the footwear for sports and high performance. The company has three components: Adidas, Reebok, newly acquired in 2006, and TaylorMade, well known on the Pro Am Golf Tour. (Adidas Group Annual Report, 2008) This marketing plan will focus on the Adidas brand.

1) What is adidas 's corporate strategy? Was there a common strategic approach used in managing the company 's lineup of sporting goods businesses prior to its 2005–2006 restructuring? Has the corporate strategy changed with restructuring?

Adidas’ business model is represented in a variety of aspects. Those of which will be discussed include technology, sell channels, customers, ability to innovate and geography. The technological advances in the last ten years means Adidas are more accessible to customers than ever before. Customers are able to shop online as well as on their smartphones causing a surge in demand. This in turn affects their suppliers. Adidas need to invest more in suppliers to keep up with higher demand. This means opening more stores, and Adidas have plans to expand worldwide by 2020, as well as factories to produce their products. Growth in technology has a profound effect on Adidas’ business model.

In addition to the programs mentions above, adidas Group also has created programs and goals to address climate change (caused by carbon emissions), as well as chemical usage reduction. For example, adidas Group was a founding member of the Zero Discharge of Hazardous Chemicals (ZDHC) Initiative in 2011. The initiative is aimed at changing the current industry practices when dealing with proper chemical management. In becoming part of the initiative, the goal of phasing out PFCs (perflourinated chemicals) by 2017, was also taken on by adidas Group.

Adidas is in the market for sporting goods and sporting lifestyle. It divided its brand into three categories with separate focuses in 1990. This was their method of segmenting the market and targeting consumers with different interests. The three groups include: Adidas performance, Adidas Originals, and Style Essentials (Annual

Adidas berbasis internet menyediakan forum yang memberikan karyawan di seluruh daerah kesempatan untuk meningkatkan kepedulian dan posting pertanyaan untuk manajemen puncak. Karena kenyataan bahwa ada komunikasi yang terbuka penuh dan di tempat kerja karyawan yang sangat termotivasi dan membuat kontribusi terbesar bagi bisnis. Keberadaan aliran banyak informasi dan ide di antara karyawan mengembangkan produktivitas dan meminimalkan kebingungan, serta konflik.