marketing of adidas shoes

INTRODUCTION

• ADIDAS IS A GERMAN SPORTS APPAREL MANUFACTURER.

• IT WAS REGISTERED AS ADIDAS ON 18TH AUGUST 1949

• THE COMPANY WAS NAMED AFTER THE FOUNDER ALDOF DASSLER.

• THE COMPANY’S CLOTHING AND SHOE DESIGN TYPICALLY INCLUDE THREE PARALLEL STRIPES OF THE SAME COLOUR AND OF SAME MOTIF IS INCORPORATED INTO ADIDAS OOFICIAL LOGOS.

ADIDAS IN INDIA• 1989 – entered India, license agreement with Bata

• 1996 – joint venture with Magnum International Trading Co. Ltd.

• 1998 – Sachin Tendulkar is 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 campaign kicks in. 30% growth milestone

• 2005 – Andreas Gellner is new MD, India.

PRODUCTS OF ADIDAS• Sports shoes

• Clothing

• Accessories

PRODUCTS OF ADIDAS

• Equipments

• Perfumes

• Sunglasses

PRODUCTS OF ADIDAS

SWOT ANALYSIS

• Strengthsi. Brand recognition and reputation

ii. Diversity and variety in products

iii. Quality products

iv. Largest International portfolio of sport ambassadors

v. Sponsors football teams with maximum fan following

SWOT ANALYSIS(conti…..)

• Weakness

i. High price in some products

ii. Has not done well in Indian subcontinent market

SWOT ANALYSIS(conti…..)

• Opportunity

i. Has a great opportunity to expand international market

ii. Innovation in existing products.

iii.Increasing demand on the sportswear

iv.Low price shoes to attract customers with low budget

SWOT ANALYSIS(conti…..)• Threats

i. The biggest rival, Nike, has more market share in India.

ii. Nike has similar advertising style and advertising budget

iii. The newly born several brands like CAT, GAP has increase their advertising budget in recent years

LAUNCHING OF THE PRODUCT

• To launch our new products in the Indian Market, we need to understand :

i) The mentality of the customersii) The basic expectation in their minds.iii) What makes them feel good?

After understanding all these, will make the strategies

accordingly which will appeal to the customer and will help us to sustain in Indian Market.

MISSION OF MARKETING PLAN

• Market penetration- for gaining market share across all the markets in which adidas already competes.

• Market development- with the launch of new collection we are expanding into the new markets and addressing the new costumers.

• Awareness- increasing awareness and visibility across all brands.

TARGET MARKET• Target market of adidas is the urban youth with brand

proposition• Principle consumption centers mainly the metros are also potential target market.

MARKET NEEDS• Comfort• Durability• Style• Price • Brand

STUDY OF THE MARKET

• Object of purchase : Shoes (sports)

• Objective of purchase : fashion accessory, comfort while playing

• Occasion of purchase : While playing

• Outlets of purchase : existing

outlets, near colleges and near sports center(stadium)

MARKET SEGMENTATION

• Geographic segment – Urban and semi urban cities

• Demographic segmentation- Age – 18 to 35 years Income level - > Rs20,000 Social class –upper middle, upper class. Gender- male and female

MARKET SEGMENTATION

• Behavioral segmentation Athletes Gym regulars Brand freaks Image seekers User status Attitude

• Psychographic segmentation Achievers Image drivers

PRICE• Premium – quality products high price

• Quality products- with affordable price

• The price will range from

Rs 4000/- to 10,000/-

PROMOTION• Launch it the during the fashion week.• Ad campaigns• Promotion through channels like Mtv and

channel [V].• VJ’s promoting it in their show.• Advertisements on TV.• Print ads

PLACE • Existing outlets of adidas in India.

• Near colleges and near sports center ( stadium )

• Also available in leading shopping outlets such as pantaloons, lifestyle, shoppers stop etc.

• Highways, PCOs, Railways, Hoardings, etc

Advertising

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POSITIONING

impossible is nothing…. !!!!!

T H A N K

Y O U