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History in India

1989 - entered India in license agreement with Bata.


1996 - Joint venture with Magnum International Trading Co ltd.
1998 Sachin Tendulkar selected as Brand Ambassador for adidas India.
1999 - Introduced the cheapest range of budget shoes for Indian market
2001 - First televised advertisement for India starring Leander Paes & Sachin.
2004 Adidas India campaign kicks in 30% growth milestone.
2005 - Andreas Gellner is new MD, India.
2006 - Adidas Group bought Reebok for $3.8 billion
The following year they signed up Indian Player Ravindra Jadeja. Besides them Currently sponsored
cricketers include Rohit Sharma, Suresh Raina, Virat Kohli, Lasith Malinga, Kieron Pollard and Dwayne
Bravo.
In the Indian Premier League (IPL), Adidas sponsored the team Mumbai Indians from 2008 to 2014 and Delhi
Daredevils from 2008 to 2013.They were the official sponsors of Pune Warriors India in 2011 and 2012,
however the team was banned from IPL due to payment issues.Currently, from 2015 Season of IPL, Adidas
sponsors Royal Challengers Bangalore.
Brand Equity & Market Share
Adidas Group India, the local arm of German MNC Adidas AG,
has notched up total revenues of around Rs 805 crore, for the
year ended March 2015.
In FY14, Adidas had reported revenue of (Rs 737 crore)
The company is focusing on both offline and online formats to
fuel its growth in the Indian market.
They are targeting 1,000 stores as they have 750 as of now.
1,000 would be a combination of across the group of different
formats, a combination of company's retail and franchise by
2020 according to the Reebok and Adidas India Managing
Director Dave Thomas.
Segmentation , Targeting & Positioning
Demographic Age 15-45 , Income 10k-15k, Gender- both
male & Female , Social class- upper middle & upper class.
Psychographic Innovators , Goal Achievers, strivers, image
drivers , Passionate Hard workers.
Behavioral Cricketers, Gym regulars, Footballers , athletes,
free runners etc
Geographic- Urban & Semi-urban cities in india
S.W.O.T Analysis
STRENGTH
WEAKNESS
Financial strength
Effective marketing strategy, distribution mix, High dependency of raw material prices
diverse brand portfolio and Supply Chain Low margin
Management and Innovations Poor share price in U.S. Market
Brand Value Customers have high brand switching
The company has worldwide presence and is
internationally recognized.

OPPORTUNITIES THREATHS
Investments focused on highest potential Price fluctuation in raw materials
markets and channels Unstable currencies exchange
Technological innovations
Other brands offer more styles and
Tie-up with emerging sports
teams/clubs/players internationally varieties
Brand building by setting up sports academies Pirated/fake imitations affect brand
image

5
Adidas store design
Parallel to walk display.
Color and size blocking.
Extra lighting to give a Attractive look to the
display of store products.
Open window display
Vertical and horizontal product placement.
4 P`s adidas in India
Price Promotion
Different promotional tools are used in
Using adapted pricing strategies, order to reduce the number of lost
depending on which market they are customers and to increase sales.
operating in, so as to achieve its goals. Commercials, ads, apps for smartphones,
Penetrating attack markets with lower product placement, sponsorships for
prices or using market skimming tactics, athletes and sport events (e.g. sponsoring
for instance. ipl and other events)
Opening 1000 stores in India by 2020

Place Product
Distribute its products to the consumer with Providing high quality products aimed at
a strong focus on controlled space, including: providing the best value to the costumer.
Own-retail business, e-commerce, Shop-in- Well-known brands for sports apparels,
Shop, Joint ventures with retail partners,co- equipment and accessories, the Adidas
branded stores with sports organizations and group has a diverse brand portfolio consists
other brands. Hence, a high level of brand of: Adidas , Reebok , TaylorMade Adidas
control is provided. Golf , Rockport, CCMHockey.
Thank You

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