ADIDAS

Presented By: Atul Wadehra

Kanika Verma

Karan Bhalla

Shashank Sharma

Shryesi Singhal

Urshpreet Singh Bajaj

LOGO HISTORY 1967 – Adi Dassler used the 3 striped Adidas logo on Adidas sports shoes

1971 – This year marked the birth of Adidas Trefoil Logo. The Trefoil Adidas logo showed the diversity in Adidas brand. It was first used in 1972, and later became a corporate symbol

1997 – The three striped Adidas Logo was re-introduced after being reengineered by Peter Moore, who was the creative director of Adidas at that time

1998 – Adidas merged with Salomon and introduced a new corporate logo that represented brand values of both the groups. It maintained the blue color of Adidas and inherited Red color from Salomon. The logo incorporated 3 shapes to look like a diamond. The two arcs that extended upwards represented the arms of the winner, raised after victory

2005 – The new Adidas “Word Mark” logo has been introduced. The new Logo is clear, simple, and confident.

LOGOS Logo #1: The Three Stripes This logo does not have a specific look.  Company simply placed three black stripes on

everything that they manufactured.  Owner of the company at the time liked to call his

business “The three stripe company”. Even as new logos have replaced the old ones, company

remains loyal to the three stripe look.

Logo #2: The Trefoil Trefoil was the second Adidas logo. on some products , particularly on line of classic

productsTheme of three stripes is still evident in the look, both in the leave that shoot out from the logo, and the three stripes that cross it diagonally.

Chosen because the company wanted to portray a brand which was lot larger and more diverse while still keeping the classic Adidas look.

Still used.

Logo #3: The Three Bars Latest logo, represents some of the finest equipments that Adidas

sells. Logo is supposed to have a lot of meaning, company wanted to keep

the three stripes, but also add something to give the logo some power.

 It resembles a mountain, like it is challenging the people who buy Adidas products to push themselves to their limits.

Appears on many pieces of sports equipment and the new logo is still instantly and obviously “Adidas” to anyone who sees it.

DESIGN ELEMENTS OF THE ADIDAS LOGO The Adidas logo is designed to influence the masses with its simplicity

and elegance. Shape of the Adidas Logo:

The three parallel stripes of the Adidas logo embody the exceptional performance of the athletes and the undying efforts they make to achieve their set goals. It also signifies the well being and goodwill of the Adidas Company

Color of the Adidas Logo:

The purpose behind the color of the logo being black is not a mere coincidence; its motive is to motivate the youth to engage themselves in athletics and to encourage the ones who are striving to be athletes.

Font of the Adidas Logo:The font of the Adidas logo is simple yet effective. Despite its simplicity, it does not fail to impress.Adidas is still engaged in motivating and energizing the youth of every nation and stands proudly as one of the best companies of the world.

ADIDAS PRODUCT SURVEYThe broad objective of the survey is to identify the image of Adidas among people and

how much they know about the various items of this brand.

GENDER: a) Male b)Female

AGE: a) 15-25 b) 26-35 c) 36-45 d) 46-55 e) 55+

OCCUPATION : a) Employed b) Self-employed c) Student d) Housewife e) Retired

INCOME(P.M) : a) Below 25000 b)26000-35000 c)36000-45000 d)45000-55000 e)above 55000

 1.Have you ever bought Adidas products before?a) Yes b) No 2. Which one are you most likely to buy?a) Shoes b) Accessoriesc) Apparel d) Others 3.How satisfied are you with Adidas products?a) Not satisfied b) Somewhat satisfiedc) Satisfied d) Highly satisfied

4. Tick the following attributes of Adidas according to preference .

5. How important are the following concerns in selecting a particular product?

ParticularsStronglyDisagree Disagree Neutral Agree Strongly

agree

Brand image

ProductQuality

Product

Price

Functions

Particulars Least Preferred Preferred Most Preferred Neutral

Quality

Price

Brand

Colour

Durability

Style

6.Do you think Adidas endorsements and sponsorships have influenced your purchase behaviour of Adidas products?

a) Definitely b) Probably

c) Not sure d) Probably not e) Definitely not

 

7. Are you aware about the 'logo' of Adidas?

a) Yes b) No

 

8. Which colour do you most associate with the brand ‘Adidas’?

a) Black b) White

c) Blue d) Other ……………………………….

 

9. How do you know about Adidas?

a) Television b) Newspaper

c) Magazines d) Hoardings

 

10.Do you think the tagline; "IMPOSSIBLE IS NOTHING" is representative of Adidas?

a) Yes b) No

 

11. Which word comes in your mind, when you think of Adidas?

a) Style b) Comfort

c) Variety d) Sporty

 e) Other (specify…………………………………………)

 

12. Would you like to see a change in the 'logo '& 'tagline 'of Adidas?

a) Yes b) No

 

13. Do you have any recommendations for Brand Adidas?

 Ans: ………………………………………………………….

ANALYSIS OF SEGMENT 15-25 AGE GROUP

Q1 Yes (93%) No (7%)

Q2 Shoes (52%)Accessories

(15%)Apparel (23%) Others (10%)    

Q3.Not satisfied

(3%)Somewhat

satisfied (39%)Satisfied (45%)

Highly satisfied(13%)

   

Q4.Quality (50%)Most preferred

Price (42%)Preferred

Brand (50%)Most preferred

Colour (53%)Preferred

Durability(53%)

Most preferred

Style (37%)Most preferred

Q5.Brand image

(45%)Agree

Product quality (39%)

Agree & strongly agree

Product looks (47%)Agree

Price (34%)Neutral

Functions (42%)

Neutral & agree

Q6 Definitely (13%) Probably (50%) Not sure(21%)Probably not (13%)

Definitely not (3%)

Q7 Yes (95%) No (5%)

Q8 Black (50%) White (47%) Blue (3%) Other (0%)

Q9 Television (60%) Newspaper (8%) Magazines (7%) Hoardings (25%)  

Q10 Yes (70%) No (30%)      

Q11 Style (12%) Comfort (32%) Variety (3%) Sporty(53%)

Q12 Yes (50%) No (50%)      

CONCLUSION The common threads are: 93% have bought Adidas products before & more than 50% would

like to buy Shoes. 45% are satisfied by Adidas products. Durability ,Quality, Brand are more preferred compared to Style,

Color & Price. Product looks ,Brand Image & Functions are more important than

Price. 63% are influenced by advertisements & television and hoardings

account for 85% of the Ad’s. Black & white are the most Popular colors & 95% are aware of the

logo of Adidas. 70% think tagline is representative while Sporty & comfort are the

words most associated with the brand. 50% would like to see a change in logo & tagline while 50% would

not.

ANALYSIS OF SEGMENT 26-35 AGE GROUP

Q1 Yes (77%) No (23%)        

Q2 Shoes (50%)Accessories

(12.5%)Apparel (15%) Others (0%)    

Q3 Not satisfied (5%)

Somewhat satisfied (37.5%)

Satisfied (22.5%)

Highly satisfied(15%)

   

Q4 Quality (61%)Most preferred

Price (36%)Preferred

Brand (48%)Preferred

Colour (52%)Preferred

Durability(55%)

Most preferred

Style (52%)Preferred

Q5Brand image

(58%)Agree

Product quality (49%)

Strongly agree

Product looks (52%)Agree

Price (55%)Agree

Functions (49%)Agree

 

Q6 Definitely(36%)

Probably(42%)

Not Sure(6%)

Probably Not(16%)

Definitely Not(0%)

Q7 Yes(69%) No(31%)

Q8 Black(50%) White(40%) Blue(5%) Others(5%)

Q9 Television(62.5%)

Newspapers(12.5%)

Magazines(15%)

Hoardings(10%)

Q10 Yes(67.5%) No(32.5%)

Q11 Style(25%) Comfort(32.5%) Variety(2.5%) Sporty(40%)

Q12 Yes(65%) No(35%)

CONCLUSION The common threads are: 77% have bought Adidas products before & 50% would like to buy

Shoes. 75% are satisfied or more than satisfied by Adidas products. Quality, Durability are more preferred compared to Style, Color,

Brand & Price. Product Quality is more important than Brand, Product looks & Price. 60% are influenced by advertisements & television is the main source

of Ad’s. Black & white are the most Popular colors & 50% are aware of the

logo of Adidas. 67.5% think tagline is representative while Sporty is word mainly

associated with this brand followed by Comfort & Style. 65% would like to see a change in logo & tagline while 35% would

not.

ANALYSIS OF SEGMENT 35-45 AGE GROUP

Q1 Yes (77%) No (23%)        

Q2 Shoes (60%)Accessories

(2.5%)Apparel (17.5%)

Others (10%)    

Q3 Not satisfied (12.5%)

Somewhat satisfied (25%)

Satisfied (30%)Highly satisfied

(22.5%)   

Q4 Quality (58%)Most preferred

Price (33%)Most Preferred

Brand (47%)Most preferred

Colour (44%)Preferred

Durability(56%)

Most preferred

Style (55%)Most preferred

Q5Brand image

(58%)Agree

Product quality (47%)Agree

Product looks (61%)Agree

Price (39%)Neutral &

Agree

Functions (49%)Agree

 

Q6 Definitely(32.5%)

Probably(27.5%)

Not Sure(17.5%)

Probably Not(7.5)

Definitely Not(5%)

Q7 Yes(60%)

No(30%)

Q8 Black(35%)

White(40%)

Blue(15%)

Others(10%)

Q9 Television(47.5%)

Newspapers(37.5%)

Magazines(5%)

Hoardings(10%)

Q10 Yes(45%)

No(55%)

Q11 Style(25%) Comfort(35%) Variety(2.5%) Sporty((35%)

Q12 Yes(57.5%) No(42.5%)

CONCLUSION The common threads are: 77% have bought Adidas products before & 60% would like to buy

Shoes. 77.5% are satisfied or more than satisfied by Adidas products. Durability ,Quality & Style are more preferred compared to Color &

Price. Product looks ,Functions & Image are more important than Price. 60% are influenced by advertisements & television and Newspaper

account for 85% of the Ad’s. White is the most Popular color & 60% are aware of the logo of

Adidas. 45% think tagline is representative while Sporty & comfort are the

words most associated followed by Style. 57.5% would like to see a change in logo & tagline while 42.5% would

not.

ANALYSIS OF SEGMENT 45-55 AGE GROUP

Q1 Yes (90%) No (10%)        

Q2 Shoes (53%)Accessories

(17%)Apparel (30%) Others (10%)    

Q3.Not satisfied

(8%)Somewhat

satisfied (28%)Satisfied (20%)

Highly satisfied(44%)

   

Q4.Quality (53%)Most preferred

Price (42%)Neutral

Brand (37%)Most preferred

Colour (31%)Preferred

Durability(65%)

Most preferred

Style (45%)Most preferred

Q5.Brand image

(58%)Agree

Product quality (47%)Agree

Product looks (56%)Agree

Price (42%)Neutral &

Agree

Functions (53%)Agree

 

Q6. Definitely (36%) Probably (47%) Not sure(11%)Probably not (6%)

Definitely not (0%)

Q7 Yes (81%) No (19%)      

Q8 Black (45%) White (40%) Blue (12%) Other (3%)  

Q9 Television (35%) Newspaper (30%) Magazines (10%) Hoardings (25%)  

Q10 Yes (67%) No (33%)      

Q11 Style (15%) Comfort (38%) Variety (10%) Sport (37%)

Q12 Yes (65%) No (35%)      

CONCLUSION The common threads are: 90% have bought Adidas products before & more than 53% would

like to buy Shoes & 30% Apparels. 44% are Highly Satisfied & 48% are Satisfied. Durability ,Quality are more preferred compared to Brand and

Color. Product looks , Quality & Functions are more important than Price. 83% are influenced by advertisements & television, newspapers and

hoardings account for 90% of the Ad’s. Black is more popular than White & Blue & 81% are aware of the

logo of Adidas. 67% think tagline is representative while Sporty & comfort are the

words most associated with the brand. 65% would like to see a change in logo & tagline while 35% would

not.

ANALYSIS OF SEGMENT 55+ AGE GROUP

Q1 Yes (60%) No (40%)        

Q2 Shoes (70%)Accessories

(17%)Apparel (13%) Others (0%)    

Q3.Not satisfied

(17%)Somewhat

satisfied (3%)Satisfied (40%)

Highly satisfied(40%)

   

Q4.Quality (43%)Most preferred

Price (37%)Neutral

Brand (37%)Most preferred

Colour (33%)Preferred

Durability(52%)

Most preferred

Style (37%)Most preferred

Q5.Brand image

(45%)Agree

Product quality (52%)

Strongly agree

Product looks (52%)

Neutral

Price (35%)Neutral &

Agree

Functions (42%)Agree

 

Q6. Definitely (17%) Probably (50%) Not sure(17%)Probably not (13%)

Definitely not (3%)

Q7 Yes (67%) No (33%)      

Q8 Black (35%) White (40%) Blue (12%) Other (13%)  

Q9 Television (60%) Newspaper (30%) Magazines (7%) Hoardings (3%)  

Q10 Yes (62%) No (38%)      

Q11 Style (12%) Comfort (65%) Variety (0%) Sport (23%) Other

Q12 Yes (48%) No (52%)      

CONCLUSION The common threads are: 60% have bought Adidas products before while 40% have not &

70% would like to buy Shoes. 80% are satisfied or Highly Satisfied. Durability ,Quality are more Preferred ,followed by Brand & Style. Product Quality is most agreed upon ,followed by Functions &

Looks. 67% are influenced by advertisements & television and newspapers

account for 90% of the Ad’s. White is the most Popular Color & 67% are aware of the logo of

Adidas. 62% think tagline is representative while comfort is the word most

associated with the brand. 48% would like to see a change in logo & tagline while 52% would

not.

LOGO & TAG LINE ELEMENTS : Font is Clear and Bold & is inclined towards the right which

represents Speed. Tag Line : “Rage. Respect. Rule.” depicts the Intensity & Dedication

towards the Goal & one should give Respect to earn Respect & Ultimate Aim is to Rule the World.

Colors in the Logo: Black: Most associated color with Adidas Brand & motivates

Athleticism. Orange : It represents the Fire & Rage within while sticking to the

three stripe rule. Green : It depicts the Eco-friendly nature of the product. The STAR motivates the people to strive hard & become a star & rule

the world.

THANK YOU