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New Adidas

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    Group No. BTeam Members

    Vivek ShaliniSaurabShravanJasbeer cheta

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    HISTORY

    The company Adidas was founded in the early 1920s as Gebruder Dassler Schuhfabrik, in Herzogenaurach in Germany. Adolf Dassler designed a pair of sport shoes in 1925 and few years later he and his

    brother Rudolph were selling special shoes for tennis players and began

    design specific shoes for different sports.

    1949-The foundation: 'Adi' from Adolf and 'Das' from Dassler.

    1950s- The 'Miracle of Bern: Germany battle Hungary with acompetitive advantage. They are wearing Adidas soccer boots whichfor the first time feature removable studs.

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    HISTORY

    1960s - Adidas manufactures equipment for what some consider "fringesports". Unconventional high jumper Dick Fosbury launches himself upand over in Adidas footwear.

    1970s -The Adidas" team wins: Crowning moment: FranzBeckenbauer, the "Kaiser", raising the World Cup in victory salute.Germany had just beaten Holland 2-1 in the 1974 final .

    1980s -The transition: After Adi Dassler's death, Adi's wife Kthe, his

    son Horst, and his daughters carry on the business.

    1990s- New management: Under the CEO Robert Louis-Dreyfus,Adidas is moving from a manufacturing and sales based to marketingcompany.

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    HISTORY

    1995 - Adidas goes public: Flotation of the company on the Frankfurtand Paris Stock Exchange.

    1996 - A splendid year: Provide 6,000 Olympic athletes from 33countries.

    1998 - Adidas-Salomon AG: Adidas AG acquires the Salomon Groupwith the brands Salomon, TaylorMade, Mavic and Bonfire in

    December 1997.

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    OVERVIEW

    Adidas is the groups core brand and a leader in the sporting goodsmarket.

    At the heart of Adidas is- PASSION:Passion for SportsPassion for AthletesPassion for Products.

    Adidas is a brand built on leading technology and cutting-edge design.It is a brand identified and respected by consumers for its innovative,inspirational and authentic values.

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    C ONT

    Adidas is organized into three consumer-oriented productdivisions: Forever Sport, Originals and Equipment. This structure

    is unique to the industry and reflects the brands commitment tomeet changing market demands, while remaining anchored to itsbrand principles and heritage.

    Performance-oriented footwear, apparel and hardware products

    will always remain the lifeblood of adidas.

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    Products of Adidas Group

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    Adidas in India

    1989 Ventured India market on a license agreement with Bata.

    1996 Joint venture with Magnum International Trading C o. Ltd.

    1998 Sachin Tendulkar was the first Brand Ambassador for India.1999 Introduced the cheapest range of shoes they had ever sold.

    2001 First televised advertisement for India: Paes & Sachin

    2004 Advantage Adidas C ampaign kicks in 30% growth milestone

    2005 Andreas Gellner became the new MD, India .

    -At present the brand ambassador is Sachin Tendulkar

    -About 45 exclusive stores are present all around India

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    Adidas in India

    Sachin Zone:A complete zone on Sachin Tendulkar with a huge archive of statistics & recordsTo provider greater excitement and build more interactivity, we included a whole

    lot of exclusive downloads (photographs, Screensavers, e-cards and contests)Impossible is Nothing zone :In keeping with the brand communication, an impossible is nothing zonefeaturing other popular sport icons was also created.

    Sachin Trivia C ontest:An exciting trivia contest on Sachin Tendulkar was created. This helped us infurther building on the association of between Sachin and Adidas.

    C reative Ad Tools:Brand and promo creative to effectively promote all the above across our website

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    Adidas in India

    Sachin to remain Adidas brand ambassador post retirement too!

    May 29, 2006

    Adidas, sports goods, footwear, apparel and accessories major has decided to ropeSachin Tendulkar as its brand ambassador even after he retires from active cricket."We would want to be with Sachin, whether he is playing or no," says AndreasGellner, Managing Director, Adidas India Marketing Private Limited. Sachin has

    been Adidas brand ambassador for past six years and has been signed on for four more years, informed Gellner. Sachins all time great cricketing exploits have bestowed upon him an iconic status which would help Adidas promote its youth program. The program entails sponsoring under-16 football tournament in citiesacross of the country by Adidas.

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    Marketing Plan

    The Game Plan unveiled by Adidas in India is to become the numberone sports brand in the country by 2010, either through Reebok orAdidas.

    In Asia Adidas India wants to become number one company by 2010,as of now India is lagging behind other countries in the region atnumber four, way behind the likes of Japan, C hina and Korea

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    C ONT..

    According to Bezu, In the sports gear market, we are already numbertwo as a brand, and number one as a group company in India.

    The company has already commissioned a survey to study consumertrends in India. Besides, it is experimenting with new formats andmanaging retail operations.

    About 13% to 14% of our net sales are invested back in developing themarkets. That is the growth strategy

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    Marketing Strategies

    Adidas outsources its production and only focuses on marketing

    Adidas believes that marketing is much more important because shoe is in theshopping goods category.

    Focus and target all sports that are popular in India.

    C ooperate with famous designers

    C hange the traditional image of sport.

    Associate their brand with Major Sporting Events.

    Hire A C lass sports personalities to market and endorse their various rangeof products.

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    C ONT

    Partnering with events meant for Young audience like Music channels, Rock Shows, Sporting events to target Urban Youth Market

    The strategy of Adidas in India has been consistent over the past few years.

    The broad elements of the strategy are to target the brand to urban youth withour brand proposition from competition to lifestyle using the authentic sportsplatform and build and reinforce credibility through relevant brandambassadors and grassroots sports marketing programs.The principleconsumption centres namely the metros are also a potential target market.

    Further, it would target principal consumption centres, namely metros andbuild significant stand-alone exclusive store presence in significant locations.The strategy would be to play to our strengths, i.e. in apparel and mid to highpriced footwear.

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    Marketing Strategies

    Adidas is also focused in Marketing with respect to the needs of thecustomer like;C omfortPerformance

    DurabilityStyle

    PriceBrand

    3.45

    13.79

    50

    24.14

    5.17 3.45

    0

    5

    10

    15

    20

    25

    30

    35

    40

    4550

    Price Durability Comfort Looks Brand Others

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    Marketing Strategy- C ompetence

    Marketing Strategy-

    C ompetence

    Multi-BrandApproach

    CostLeadership

    Broader Distribution

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    SWOT ANALYSIS

    Largest International portfolio of sport ambassadors.

    Sponsors football teams withmaximum fan following in India andUSA.

    Highest brand image in India

    Adidas focuses on performancedevelopment and technologydevelopment.

    Adidas is popular in among soccer andathletic fans

    Reebok has the largest market share inIndia

    STRENGTH

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    SWOT ANALYSIS

    Increasing demand in the industry forproducts available online

    Increase female participation in athletics

    New technology and innovation to stay ontop of market need.

    C ollaborate with other online retailers tooffer Adidas products

    Positive and increasing market trends canincrease through the effective advertising.

    OPPORTUNITIES

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    SWOT ANALYSIS

    Nike's strong reputation in thefootwear and apparel industry

    Strong competition from some of itsmajor challengers in all branches of the business

    Economic downturn in AsianC ountries

    Increase in the Price of Rawmaterials

    THREATS

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    Thank You!!!


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