Term paper

on

Adidas Deodorants

SUBMITTED TO:- SUBMITTED BY:-

Mrs.Anju Saini Sagar Kapoor
MBA(1st Semester)
R-1904/B44
RR-10905654
Introduction:-

Adi Dassler had a dream to make the best sport shoes possible.
Explore through the decades- from the birth of brand to how it came to lead the world of
modern sports shoes.
Adi dassler followed the three guiding principle for his development work , driven by his
passion for sports and shoemaking:-
1. To produce the best shoe to serve the needs of sports
2. To protect the athlete form injury.
3.
4. To make the product durable.

FIRST SPORTS SHOES:-

1920
Adi Dassler hires two shoemakers and produce his first handmade training shoes the
story begins with in his mothers washroom, a space of around 200 square foot, with no
electricity and no machinery. All the shoes he produce are hand-made lather shoes. He
very soon begins to create different shoes for sports.

Three Stripes:-

1948
Adi & Rudolf Dassler decide to go their separate ways Rudolf found puma. Adi
introduces the ADIDAS as official company name, made from the combination of his
own nickname and last name. At this point, Adi also give his shoes the unmistakable the
trademark of the THREE strips.

Impossible Is Nothing

Is the central message of global brand compaign launched by ADIDAS in February 2003.
It brings to life the attitude adidas share with athletes around the world-the desire to
render impossible possible, to push yourself, further , to surpass limits, to break new
ground. The campaign shows the rich stable of adidas athletes past and present starting
with the greatest of all the time, boxing legend MUHAMMAD ALI, long distance runner
HAILE GEBRSELASSIE, football icon DAVID BACKHAM and nba star TRACY
McGRADY.

ADIDAS-MARKETING PLAN

People purchase products or service for three basic reason:-

To solve basic needs.
To solve the problem.
To make themselves feel good.

MISSION STATEMENT

Mission and Values:-

To the best group in the world. The Best in the social and environmental terms, means
adiddas dedicated to the socially responsible, safe and environmentally sustainable
practices in the company and its supply chain, and enhancing the knowledge of the brand
by:-
Consumer focused and therefore continuously improve the quality , look, feel and
image of the product.
 Guaranteeing the ideals of the company for the consumer and for those making
our products
Strengthening our image and reputation.
Making the supply chain more effective.
Helping to provide a long-term future for sport.
The brand values of the company-authenticity, inspiration, honesty and commitment.

MISSION OF THE MARKET PLAN

To devise a marketing plan and formulate strategies which would help in the
achievement of the marketing objectives of the company which are,
Market Penetration-gaining market share across all markets in which competition.
Market Development-expanding into new markets and addressing new consumer
segments.
Awareness-increasing awareness and visibility across all brands, providing clear
and consistent messaging and supporting product initiatives.

TARGET MARKET
The target market of adidas is the urban youth with brand proposition competition to
lifestyle. The principle consumption centres namely metros are also a potential target
market!

MARKET NEEDS
Comfort
Durability
Style
Price
Brand

SITUATION ANALYSIS

THE CHALLENGE
COMPETITIVE SCOPE
THE INDUSTRY
 ADIDAS is the sportswear , apparel and sports accessories industry. The main
competitors od ADIDAS in the industry are NIKE and PUMA since it acquired
REEBOK in January 2006.

NIKE

NIKE is currently the world leader in sports good industry with the brand value of $
12.672 million. The company concentrates on style and technology with high price
range of the products.

PUMA

A German Based company best known for its football shoes and athletic shoes. The
competition from puma has become stronger after the 2008 olympics in which the
Jamaican sprinter USAIN BOLT broke records and won 6 gold medals. Bolt was
wearing puma shoes.

Company Products
ADIDAS RUNNING
Shoes, spikes, socks

FOOTBALL
Studded shoes, stockings ,team-kits, warm
up suites

BASKETBALL
Shoes, jerseys n sports, team kit

GOLF-TAYLORMADE
Hats, gloves, bags, vintage clubs, golf balls,
 putter.

CASUALS
Footwear and clothing
Apparels and accessories

PRODUCT OFFERING:-
Comfort
Durability
Looks
Value for money!

COMPETENCE:-
The firm has stiff competition in the INDIAN market. Currently, Nike is the
leading player in the industry.

Multi-Brand Approach
There is natural limit a brand can achieve given the diverse tastes and
expectation of highly fragmented consumer market. Thus, a multi-brand
approach will provide the firm with a major competitive advantage and
significant additional commercial opportunities compared to single brand
strategy.

Broader Distribution
Close cooperation with retailer can significantly improve the in-store
experience for the product. Establishing shop-in-shop formats or retailer
partnerships are examples where the company is leading the industry. Such
co-operation can be particularly effective in markets that have become
dominated by price and lack of differentiation.
Cost Leadership
The acquisition of reebok has created significant opportunities to reduce and
optimize costs, through scale benefits, back office consolidation and combined
capital expenditure planning.

MARKET SEGMENTS:-

Density: Urban and semi-urban cities.

Demographic segmentation

Age: 15 to 35 years
Income level: Rs. >15,000
Social class: Upper middle, Lower upper and Upper class
Gender: Male and Female

Behavioural Segmantation
Beneifits Soughts
Athletes
Gym regulars
Sports enthusiastic
Brand freaks
Image seekers

Psychographic segmentation
Experiencers
Achievers
Image Drivers
Strivers

POSTERS GENERIC COMPETITIVE STRATEGY:-

The differentiation strategy would help the firm in competing in a
competing market place.
The firm has a strong grip only in the basketball and casual wear product
line.Diversification of the products athletics,cricket and hockey would
enormously help the firm in competing in such a market as cricket is the
most popular sport in India . This would tough task since NIKE is the
sponser of the indian national cricket team.

STRATEGY IN INDIA:-
 Adidas has been consistent over the past few years. The broad elements of
the strategy are to target the brand to urban youth with our brand
proposition from competition to lifestyle using the authentic sports
platform and build reinforce credibility through relevant brand ambassador
and grassroots sports marketing programming.

Adidas deodorant

Action 3

Available in intensive formula for normal skin, sensitive for reactive skin or fresh for
cooling sensation on normal skin, this spray on deodorant offer superior 24- hours
protection from wetness and protection. Alcohol free and dermatologist tested

Product features

Action 1: 24 hours extra protection against perspiration.

 Acton 2: works against bad odours and keep you fresh.
Action3:its unique action Absorbent complex TM absorb extra wetness.
No white marks
0% alcohol, developed with athlete.

SWOT ANALYSIS

Strength
Competitive pricing
Good financial position
Effective market strategy
Market leadership
Strong brand
Weakness
High cost structure
Limited product line
No high level image from
customers view

Opportunities
Change in customer lifestyle
Available technological innovation
Entering new market
Merger or takeover
Expand product/service line
Threats
Completion from foreign market
Competitors action
Change in customer lifestyle
Change in patterns
Increase in taxation