By:

Shivam Chugh 17PGP135


• 25000 Employees
• Sale €9.5 Billion
• Share Price €36.42
• HQ Herzogenaurach, Germany
Adidas Group achieved Global
F Leader Brand in Sports Market
Biggest Sports Company in
E producing Sports
Equipment's
Customer
D Focused Strategy
Sponsored David Beckham,
C Zidane, Tracy Mcrady
Olympic games, FIFA Cup,
B World Cup, Euro Cup
Biggest Sports
A brand in Europe
 1920

Adolf Dassler produced

the sports shoes

Start
1970 Sponsoring Three strips
FIFA World Acquired logo established
Cup Salomon in NCAA
group 1997
became
Adidas- 1998
Salomon Sold Salomon
AG Group to Amer
2005 Sports €485
Million

Adidas
Listed in 1995
Frankfurt 2006
and Paris
Stock Adidas
Exchange acquired
Reebok
US $3.8Bn
Active Deodorant Ice Dive Spray Active Deodorant Team Force Spray
Active Deodorant
Developed by Extra
Team Force gives
Effective Smart natural scent of skin
Technology which
with the
aims to
feeling of coolness.
fulfil the
Its chemical formula
protection on
can control the sweat
demand. 24-hour
for 24 hours. In India,
odour control and
this antiperspirant is
24-hour fragrance
the most popular
are guaranteed
deodorant
Active Deodorant Dynamic Pulse Spray Active Deodorant Pure Game Spray
For the sports fan who
is looking to experience
Use of Aluminium
the thrill of
Zirconium anticipation.” It is the
Tetrachlorohydrex design concept of Sport
with Patented Field. This deodorant
Smart Tech assures gives the fresh,
total protection. It masculine fragrance.
The Roll On Active
can kill odour-
Deodorant Pure Game
causing bacteria can be convenient to
for 24-hours with carry, especially, when
no white residue. you are going to sport
 Providing offers on purchase of
Bulk Purchase deodorants for promoting the purchase
of the products in comparison to its
competitors
 To promote idea for
Developed with Athletes – playing individuals–
Adidas preferred by
Sportsman Association Sportsmen
 Engage Sports Deo

In 2017, Engage introduced a new sub-range in the deodorant space

called "Engage Sport". These deo’s have high fragrance concentration
that delivers long lasting freshness when you need it most
 Engage Sales Promotion Engage Print Advertisement

Advertisements
follow the theme of
sporting fresh and
for customers to
relate to Engage
Providing offers on purchase of Sports when
deodorants, but the offers have thinking about
been generally of lesser value if using deodorants
considered quantitatively for Sport while going for
sports.
Nivea Sports Deo

Features
Nivea Sports
Sales Promotion
Primary & Secondary Research
Sporting Habit : 82% like
Sporting, 70% goes once a
week
Skincare Knowledge : 61%
Shower, 54.5% Using
Deodorant 66% of men claim that they would not use deodorant
Concern :
1. High Potential and Low
Penetration, Insufficient basic
Skincare Knowledge
2. Deodorant is must use in
Summer but only 33% people
use it
 Size
Healthy Financial Condition No Kiosk for Adidas active deodorant
Promoted by Well Known Celebrity Unpopularity of Developed with
Giving Sports Feeling
Strength Weakness Athletes
Low awareness & Visibility of Product
ICE Dive – Best Selling Active Deo
Flawed Market Research
Style
Unclear Target Audience

News regarding health problems due to Threat Opportunity

Deodorant Early stage of market for Active Deodorant

Concept of Deodorant is Unnecessary Nivea Gillette & Engage are not yet settled
in India
Engage and Nivea are competitors
Size of Potential Market is Tremendously
men suffering from bromhidrosis are small large
Target Audience : Males Age Group 15-25
Age Group involved in Sporting
 • Need of Deo, before
Know Learn
•
and after sporting
Focus on Awareness

Strategy
• Change perception
• Raising the confidence
from unnecessary to
in Product Quality
must use
• Focus on building
Loyalty apart from
Do Use Trust Feel • Convey the Sports
feeling for product
differentiation
advertising,
promotion and PR
 I KNOW Adidas Active Deodorant

World Cup
Print Advertisement 2018
Review

Sponsoring
Newspaper
Magazines World Cup 2018
Sports Section
Review booklet
 I TRUST Adidas Active Deodorant

Sales
Promotion

Public
Advertising
Relations Event
 I USE Adidas Active Deodorant

The Official
Kiosk

Redeem in Redeem in
Cosmetic Shop Adidas Shop
 “Team Force & “Kiosk” “Redeeming in Adidas
Sport Fever” & Cosmetic Shop”
Questionnaire
Questionnaire
Feeling of the kiosk
Each time, when redeeming Adidas
Related to Event Active Deodorant in the Adidas
shop and in the cosmetic shop,
Necessity of the kiosk there will be a record. It is worth to
compare the records between the
Football Star Involvement redeeming in Adidas shops and in
Suitability of Adidas skin
care product in the kiosk cosmetic shops. Since redeeming in
Adidas shop is persuading the men
Adidas Active Deodorant and redeeming in cosmetic shops is
Feeling of Adidas Deodorant persuading the female, the
comparison can show which
Habit of using deodorant To motivate the visitors to fill the questionnaire,
methodology is more appropriate.
the coupon will be given for buying Adidas Active
Deodorant in the special price.
 “KISS”
Adidas Skincare Box Set for Men
The Best Gift to Your Sports Boyfriend in Valentine’s Day