Adidas Marketing Strategy
||| Contents |||
Background 3 adidas in India 3
Industry Scenario 5
Scope of Study 6
Consumers 7
Consumer Behaviour 8
Environmental Analysis 10
Retail 12
Competitors 13
Segmentation 15
Targeting & Positioning 16
Recommendations 19
Appendix 21
||| Background ||| adidas AG is a German sports apparel manufacturer, part of the adidas Group. It registered as adidas AG on 18 August 1949 (with lower-case lettering: "adidas"). The company was named after its founder, Adolf (Adi) Dassler, who started producing shoes in the 1920s in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler who later formed rival shoe company PUMA AG. The company's clothing and shoe designs typically include three parallel stripes of the same color, and the same motif is incorporated into adidas' official logos.
adidas plans to become the leader in the organised sports footwear and sportswear market.
||| adidas in India ||| adidas first entered India in 1989 through a licence agreement with Bata. adidas later re-entered India for the second time in 1996 through a joint venture with Magnum International Trading Company Ltd with an initial investment of $2.5 million to form adidas (India) Trading Pvt. Ltd. adidas holds a 100 percent stake in the company.
The company launches every six months between 600 and 800 new designs in footwear and between 1,500 and 2,000 new designs in apparels. The apparel range is priced between Rs279 and Rs2700, while the footwear is priced between Rs499 to over Rs12499. adidas' products in India are sold through 140 own outlets (excluding multi-brand outlets).
The company, which is known for football and running shoes, introduced its cricket gear in India in 2004.
The company adheres to strict quality and design specifications and uses the manufacturing unit of Lakhani Footwear to manufacture the locally produced adidas range in India.
Around 30-40 percent of
Background 3 adidas in India 3
Industry Scenario 5
Scope of Study 6
Consumers 7
Consumer Behaviour 8
Environmental Analysis 10
Retail 12
Competitors 13
Segmentation 15
Targeting & Positioning 16
Recommendations 19
Appendix 21
||| Background ||| adidas AG is a German sports apparel manufacturer, part of the adidas Group. It registered as adidas AG on 18 August 1949 (with lower-case lettering: "adidas"). The company was named after its founder, Adolf (Adi) Dassler, who started producing shoes in the 1920s in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler who later formed rival shoe company PUMA AG. The company's clothing and shoe designs typically include three parallel stripes of the same color, and the same motif is incorporated into adidas' official logos.
adidas plans to become the leader in the organised sports footwear and sportswear market.
||| adidas in India ||| adidas first entered India in 1989 through a licence agreement with Bata. adidas later re-entered India for the second time in 1996 through a joint venture with Magnum International Trading Company Ltd with an initial investment of $2.5 million to form adidas (India) Trading Pvt. Ltd. adidas holds a 100 percent stake in the company.
The company launches every six months between 600 and 800 new designs in footwear and between 1,500 and 2,000 new designs in apparels. The apparel range is priced between Rs279 and Rs2700, while the footwear is priced between Rs499 to over Rs12499. adidas' products in India are sold through 140 own outlets (excluding multi-brand outlets).
The company, which is known for football and running shoes, introduced its cricket gear in India in 2004.
The company adheres to strict quality and design specifications and uses the manufacturing unit of Lakhani Footwear to manufacture the locally produced adidas range in India.
Around 30-40 percent of