ADIDAS Formerly called -Dassler Schuhfabrik (1924–

1949) Industry- Apparel, Accessories Founded- July 1924 Founder- Adolf Dassler Headquaters- Herzogenaurach, Germany Area Served- Worldwide Owns brands-Reebok , Taylormade

GoalTheir goal as a Group is to lead the sporting goods industry with brands built upon a passion for sports and a sporting lifestyle. Inspired by our heritage, they know that a profound understanding of the consumer and customer is essential to achieving this goal. To anticipate and respond to their needs, they continuously strive to create a culture of innovation, challenging themselves to break with convention and embrace change.

VisionTo be the most respected and successful enterprise, delighting customers with a wide range of products and solutions in the automobile industry with the best people and the best technology.

MissionThe Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle We are committed to continuously strengthening our brands and products to improve our competitive position.

We are innovation and design leaders 

We are consumer focused 

We are a global organization

We are dedicated 

AdidasMultinational sporting brandProvides highest quality sporting equipment Involves luxury items Target audience are sports people..

STP Strategy Segmentation- Young men, women and children who

have passion for fitness and sports

Targeting- Mostly youth between ages 13 – 30 The consumer is from upper middle and upper class The consumer is working & love sports The Consumer is fashionable and stylish

STP Strategy Positioning-

The shoes are comfortable as compared to any other in the segment The apparels are stylish & designed to suit the consumer

need The eye gear and the perfumes are serving the niche segment

Adidas Sponsorship Football Tennis Golf Cricket Basketball Lacrosse Rugby Gymnastics Skateboarding Top football clubs

Competitors

Adidas main competitors are as follows:

Adidas in Traffic Statistics Global Rank: 15,635Ranking Indian Rank : 1,112

Visitors Engagement

Bounce rate Daily page view Daily per visitor time on

site39.60% 4.33 4:55

 Adidas.co.in's visitors come from: Search visits : 12.60% Upstream sites:1.  google.co.in : 30.9%  2.  youtube.com : 7.0%  3.  google.com : 5.2%  4.  amazon.in : 5.2%  5.  myntra.com : 2.5%

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FACEBOOK: Adidas posts existing video tabs and other visual

content, this leads to a full use of content a brand have on other social channels.

They like pages that are created for the clients they have, the sportsmen and women they work with and their other associations

If Adidas releases new equipment, these pages could share the content to their audience if they will be using it, this would come as some new for both parties.

TWITTER: This account mainly retweet the other adidas brand

account & bring the brand together as a whole. The retweets are mostly of videos and images posted

by the brand accounts and then promoted on this account.

During the matches, brand tweets images of these athletes who used adidas equipment using the trending hashtag for the match.

LIKENDIN Number of followers-364.4K They posts motivational quotes by their

associated sportsmen/community.

Social media analysisScore card 74.5 out of 100It shows : Overall activation on different social

media platforms of adidas More availability on instagram ,

twitter & on apps as compare to other platforms

Adidas have followers list in (lakhs) on twitter ,facebook and likendin specially.

Regular interaction via social campaigns.

Affiliate Marketing Affiliate marketing, in which a business

rewards its affiliates for bringing new customers

Adidas was also watchful of what it paid out to affiliates. Instead of giving every affiliate an 8-10% commission for posting, affiliates who came in closer to midway through a campaign would get closer to 1% or 2%.

affiliate marketing value went up approximately 60% and the conversion rate was up 57% year-over-year. The company was able to add more than 150 new affiliates to its lineup over a couple of months.  

Some examples of affiliate marketing work by adidas Group included:

Putting retail offers on affiliate websites to drive people to bricks-and-mortar stores.

Giving a welcome gift to new affiliate marketers, whether they came to adidas or adidas found them.

Rolling out storefronts managed by Reebok on CrossFit gym websites equipping gym owners with the ability to offer free shipping and setting up the brand page for them. 

Taking over 20-30 websites with avid soccer audiences during the World Cup and paying them on a performance basis.

Five ways to allocate Digital Marketing Budget

Focus on what is most important to your business

Pilot Test, Scale up and Repeat Follow the market, but create your

own strategy template Digital Marketing budget allocation is an

ongoing task 70:20:10 Rule of Digital Budget Planning

Digital Marketing Budget at Adidas Adidas shifted the majority of its marketing budget

into digital marketing and media, including a focus on real-time content and online video. 

The sportswear giant is planning on directing its €2bn (£1.6bn) marketing into the digital space with the aim of quickly recovering its lost market share to Nike. 

The digital spend will particularly go towards developing Adidas' Digital Newsrooms after claiming the tactic made it the most talked about brand during the World Cup. 

Alongside an increased focus on digital marketing, Adidas plans on dedicating significant funds into visual merchandising and creating a more coherent experience between its online and physical channels to amplify its marketing efforts. 

Challenges faced by Adidas in doing digital marketing

Number of new players suddenly coming into sports cloth wear/footwear.

Increased competition from other brands on digital platforms.

Targeting more street & youthful audience through social networking and appeal to next generation.

Image consciousness. Interactive content on digital platforms. Wider scale marketing technology adoption. “Pay to play” on social networking. Customized message to customers in different

channels.

BY:DIVYA AGGARWAL