...1. History of the Puma & Reebok companies 2. Marketing Analysis: SWOT analysis 3. Advertising strategy 4. Consumers' information 5. Conclusion History Brand Origins The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler, in Herzogenaurach Germany.Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold or the USA at the 1936 Berlin Olympics. After World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi in corporated as Adidas. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. [pic] Brand Name Origins [pic] The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes. The Puma logo is a symbol of the fierce rivalry between the two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive...
Words: 1864 - Pages: 8
...Background Reebok International Ltd., headquartered in Stoughton, Massachusetts, was a leading worldwide designer, marketer, and distributor of sports, fitness, and lifestyle products, principally footwear and apparel. The company offers its products to a range of customers from professional athletes to recreational runners and kids on the playground. It serves customers through its retail stores and other sports retailers in the United States and internationally. Overall problem Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries. The key objective of this Planet Reebok umbrella campaign is to reposition Reebok’s different images in the different countries to one unified global identity as well as to create a common brand image across all product categories. The research shows that it’s not that successful to let the European customers to understand the Planet Reebok’s message, although successful in the US. The umbrella campaign bears some potential risk to confuse loyal customers and draw them away to competition with clear positioning. Industry and market In 1992, Reebok held a 20% unit share and a 24% dollar share of the U.S. branded athletic sports shoe market. Its...
Words: 1005 - Pages: 5
...Contemporary Issues in Management Case study: Global Strategic Analysis Adidas and Reebok Merger Acquisition ABSTRACT 3 INTRODUCTION 4 LITERATURE REVIEW 5 ANALYSIS AND FINDINGS 8 VMOST 7 VISION 7 MISSION 7 OBJECTIVES 7 STRATEGIES 7 TACTICS 7 ACQUISITION 8 SWOT ANALYSIS 9 BEFORE ACQUISITION WITH REEBOK 9 STRENGTHS 9 WEAKNESSES 10 OPPURTUNITIES 10 THREATS 11 AFTER ACQUISITION WITH REEBOK 11 STRENGHTS 11 WEAKNESSES 11 OPPURTUNITIES 12 THREATS 12 CONCLUSION 13 REFERANCES 14-15 ABSTRACT The purpose of this report is to evaluate the impact of adidas pending acquisition of Reebok on the sporting goods industry in relationship to Nike position. Evaluation of background information and corporate culture combined with VMOST and SWOT analyses to helped form the arguments presented in this report and have assisted in answering the question, Will adidas forthcoming takeover of Reebok help the new company achieve sustainable competitive advantage over industry leader Nike?. This research was based on the subject that is illustrating an evaluation of the impact of Adidas from acquisition reebok. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to companies in the sports industry was conducted. On the one hand it was found that Adidas historically grown...
Words: 3657 - Pages: 15
...Ab#3! Maxx Lepselter! Professor Bae! SPM-2000! 03/17/15! ! NFL projecting revenue increase of $1B over 2014 http://www.sportsbusinessdaily.com/Journal/Issues/2015/03/09/Leagues-andGoverning-Bodies/NFL-revenue.aspx The NFL is the most popular, most loved, and the richest sport in the Country. Even though leagues like the MLB and NBA surpass the NFL in annual earnings for players, the NFL brings in the most revenue yearly. For 2015 the NFL is predicting nearly $ 12 billion for revenue which is nearly a billion more than 2014. Even after a dismal year in which the league saw instances like Ray Rice and Greg Hardy demonstrate strong domestic violence, many players getting suspended for marijuana use, and nearly a majority of people calling for Roger Goodells job, the league continues to grow at an astonishing rate. With the salary cap rising slightly as well as the NFL partnered with Directv, ESPN, CBS, NBC for TV rights the opportunity to grow is mind blowing. Thursday nights football on CBS contributed a good share of the bump in revenue, viewers and local revenue was higher than anticipated Last season there was absolutely no black outs, every single gem of the 256 that air were classified to sell outs. Many executives believed that the different techniques in terms of amenities and special ticket sales or more access has played a crucial role in the increase. As well as those factors, the 49ers opened the new “ Levi Stadium” and went from 0 club seats to 9,000. In 2010 Roger...
Words: 418 - Pages: 2
...Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research 1. Students should search an Internet database using the key words “coffee”, “coffee shops”, “coffee consumption”, etc. to identify the relevant data. They should also visit Starbucks’ web site (http://www.starbucks.com). 2. Starbucks can determine the answers to such questions by conducting qualitative research. Both focus groups and depth interviews can be useful. Focus groups can generate new insights and ideas, while depth interviews can uncover hidden motives, values, and beliefs. Using qualitative research, the company found that consumers are looking for a coffee house experience that elevates coffee drinking to an art form and coffee houses to the place where Americans choose to relax and socialize. Through extensive marketing research studies, Starbucks created a place where you can meet and drink good coffee that did not resemble work or home, but fell somewhere in between. 3. Personal interviews at representative coffee shop locations of Starbucks and other chains could be used to determine the image coffee drinkers have of Starbucks and other coffee shop chains. This method offers several advantages: complex questions can be asked; it is very good for the use of physical stimuli; very good sample control; high quantity of data; and very good response rate. 4. Personal observation method could be used at a sample of Starbucks coffee shops where the new coffee is...
Words: 1297 - Pages: 6
...Exercise 1: a) Identify any product and explain the 4P’s in the SAVE perspective b) For the product chosen take any two competing brands and compare the net customer delivered value for both of them from your perspective. c) Find a colleague at work, or a friend or family member, and for the same product or any other product that the person is comfortable with (maybe something they want to purchase), help evaluate two competing brands from a net customer delivered value perspective. Response: Background: My son wants a pair of sneakers (sports shoes) and I am using this exercise to make a choice. I have also used this opportunity to ask my son’s friend about his opinion – incidentally my son’s friend is a big fan of MS Dhoni and the products he campaigns for. After short listing readily available shoes like Power, Nike, Puma & Adidas; me and my son were left to choose between Adidas and Nike a. Nike sneaker is the desired product we are pursuing. 1. Product (solution) Nike offers a wide range of products such sports shoes, apparel, sports equipment and accessories. With addition of ‘wearable electronics’ and ‘apps’ that can track complete fitness activity under ‘NikeFuel’, Nike offers a complete range for fitness freaks and athletes. They also market head, wrist gear under the same brand name. For almost any athletic or sporting activity, Nike offers a complete solution for men, women and kids - right from head to toe. 2. Place (Access) Nike shoes...
Words: 995 - Pages: 4
...Footwear Industry Local Vs Global Footwear Industry Local Vs Global A Secondary Research and Analysis on Local and Global Brands in the Indian Footwear Industry Submitted to: Prepared By: Chirag Bansal Deepti Tripathi(IMT-G) Saurav Mishra (IIM-L) Contents 1. Industry Highlights………………………………………………………………………………………………………3 2. Timeline of the Global Footwear Industry……………………………………………………………………....4 3. Categories in Footwear Industry………………………………………………………………………………….… 6 3.1. Trends…………………………………… ……………………………………………………………………………6 4. Porter’s Five Force Analysis….………………………………………………………………………………….8 5. Market & Competition Analysis……………………………………………………………………………12 6. Success Factors of Global Brands Vs the Failure Factors of the Local Brands………………......17 7.References………………………………………………………………………………………………………………………19 1. Overview FOOTWEAR INDUSTRY SPECIFICS: Primary activities of industry: | Major products and services in industry: | • Athletic shoes manufacturing• Ballet slippers manufacturing• Children's shoes manufacturing• Cleated athletic shoes manufacturing• House slipper manufacturing• Infants'...
Words: 4088 - Pages: 17
...adidas, TaylorMade and Reebok. The company was formerly known as adidas-Salomon AG and changed its name to adidas AG in June 2006. adidas AG was founded in 1920 and is headquartered in Herzogenaurach, Germany. Adidas operates in Europe, the Americas and Asia and it had 53,731 people as its employee as of December 31, 2014. The company recorded revenues of E14 534 million ($19,315.7 million) during the financial year ended December 2014 (FY2014), an increase of 2.3% over FY2013. The operating profit of the company was E883 million ($1,173.5 million) in FY2014, a decrease of 25.2% compared to FY2013. The net profit of the company was E490 million ($651.2 million) in FY2014, a decrease of 37.7% compared to FY2013.(Industry Sources, MarketLine) Product Adidas AG has the footwear, apparel, and sports and fitness equipment such has balls, bags, dumbbells, etc under its adidas and Reebok brand monikers. The TaylorMade-adidas is the Golf segment which offers four brands comprising of TaylorMade, which designs, develops, and distributes golf clubs, balls, and accessories; adidas Golf that offers footwear, apparel, and accessories; Adams Golf, which designs and distributes golf clubs and a range of accessories; and Ashworth that designs and distributes men’s and women’s golf-inspired apparel and footwear. Reebok-CCM Hockey designs, produces and markets ice hockey equipment such as sticks, skates and protection gear, as well as apparel under the brand names Reebok Hockey and CCM. Price...
Words: 2552 - Pages: 11
...Introduction The Reebok shoe company is like a streaky jump shooter; when they are hot they are hot, but when they are not nobody is interested. This has been a way of life for the Reebok brand since its inception. They wow the sneaker industry one year, just to turn around and lay an egg the next. The Reebok brand got its beginnings back in 1958 when it branched out as a sister company to JW Foster and Sons. Beginning in 1895, JW Foster and Sons started to manufacture shoes and sell them all over the United Kingdom. Even though they never garnered much attention, they were successful enough to be worn by the athletes in the 1924 Summer Olympics. Then in 1958, Foster’s grandsons decided to branch out to form a new company which they would call Reebok. They picked the name Reebok, which means African Gazelle, because they wanted to depict speed, style, and grace. Even though the company was selling the shoes at a decent rate in the United Kingdom, they were still having a hard time getting the shoes noticed on a world wide scale. But in 1979 this would all change. At the Chicago International sneaker trade show, Paul Fireman took notice of the Reebok brand. At the time, Fireman was working for an outdoor sporting goods distributor, and immediately saw great potential in the Reebok brand. He was drawn in by the customization of each shoe, as well as the high quality. Fireman felt that those two qualities alone would make this brand a hit with the North American population...
Words: 2552 - Pages: 11
...Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research 1. Students should search an Internet database using the key words “coffee”, “coffee shops”, “coffee consumption”, etc. to identify the relevant data. They should also visit Starbucks’ web site (http://www.starbucks.com). 2. Starbucks can determine the answers to such questions by conducting qualitative research. Both focus groups and depth interviews can be useful. Focus groups can generate new insights and ideas, while depth interviews can uncover hidden motives, values, and beliefs. Using qualitative research, the company found that consumers are looking for a coffee house experience that elevates coffee drinking to an art form and coffee houses to the place where Americans choose to relax and socialize. Through extensive marketing research studies, Starbucks created a place where you can meet and drink good coffee that did not resemble work or home, but fell somewhere in between. 3. Personal interviews at representative coffee shop locations of Starbucks and other chains could be used to determine the image coffee drinkers have of Starbucks and other coffee shop chains. This method offers several advantages: complex questions can be asked; it is very good for the use of physical stimuli; very good sample control; high quantity of data; and very good response rate. 4. Personal observation method could be used at a sample of Starbucks coffee shops where the new coffee is...
Words: 1297 - Pages: 6
...merging of companies in a same type of industry under the name of a single business entity. With the mergers and acquisitions, the combined companies' operations, work force, financial dealings, research & development facilities and the human resources will work as a single entity. In this document, I have taken the example of Adidas and Reebok merger. Adidas was a German sports goods maker and was the world's second largest after its nearest rival Nike. Reebok was the second biggest sports goods maker in the United States and was the toughest competitors to Nike before the merger. Adidas had a merger with Reebok and the merger was friendly and the deal was around US $ 3.8 billion. Adidas and Reebok before merger Adidas was a premium branded sports equipment maker in the world where as Reebok is a medium segmented sports equipment maker. Adidas has its strong presence around the globe and its distinguished premium branded products are sports shoes, footwear, sport equipment etc. Reebok has captured the diversified products like women apparel, sports apparel and sports equipment at very cheaper prices when compared to Adidas. Mostly, Reebok has captured the women sector with the making of the products related to them. Both the companies want to merge and hence the presence of both the companies will be widened across the earth. Pre merger conditions Nike was the biggest sports goods and apparel maker in the world and it was posing very stringent competition to Adidas...
Words: 2456 - Pages: 10
...Adidas and Reebok Merger Introduction Mergers and Acquisitions generally refer to as the strategies that are followed in purchasing, selling or merging different companies by means of finance, strategies or management of the work force. The main goal of the mergers and acquisitions is to save the fainted companies and provide them with the financial aid or to capture the new business areas with the merging of companies in a same type of industry under the name of a single business entity. For our presentation we chose Adidas and Reebok merger. Adidas was a German sports goods maker and was the world's second largest after its nearest rival Nike. Reebok was the second biggest sports goods maker in the United States and was a competitor to Nike before the merger. Adidas had a merger with Reebok and the merger was friendly and the deal was around US $ 3.8 billion. Pre merger conditions Nike was the biggest sports goods maker in the world and it was posing very stringent competition to Adidas. The United States was the biggest market for the sports goods and apparels. Nearly 47% of the sports market is in the United States and the annual sales are growing year by year. In order to fight the competition with Nike, Adidas merged with Reebok which is one of the biggest sports goods makers in the United States. Strengths The merger of the Adidas and Reebok gave rise to many strong aspects of the business operations and the market capture. The merger now will concentrate on making...
Words: 1222 - Pages: 5
...Although the imminent success in the last few years,some issues have brought the company down. The pending issues that are troubling the company are the employees conditions abroad, the buying of reebok and it's sales drop last year 2012. In the website oxfam, which analyses the conditions of workers abroad, it is stated:" we asked Adidas to implement worker's rights in Indonesia". (Oxfam 1). The complaints relate to the the ongoing problems of not matching wages with the rising prices of food and supporting work abroad. This can become a greater issues because most manufacturing is done abrasive and foreign countries could rebel against western companies hence slowing down productions or damaging products. Source: https://www.oxfam.org.au/explore/workers-rights/adidas/talking-with-adidas/ Another issue is the acquisition of Reebok, although buying another company cuts competition it also bring greater responsibilities. According to article on sportsdailybusiness.com Adidas has not gained any profit from Reebok rather loss. As it states in the article that since the acquisition in 2006, Adidas has struggled to raise to power the brad, commercial irregularities have been caught and it has suffered through the NHL lockout. Buying companies may eliminate competition but can bring great loss to the company if the other company itself is doing midly poor. Source: http://m.sportsbusinessdaily.com/Daily/Issues/2012/11/09/Finance/adidas-Reebok.aspx Lastly but not least...
Words: 315 - Pages: 2
...acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for...
Words: 5966 - Pages: 24
...Using one specific company that you are familiar, examine the actual and potential impacts of globalisation on that company. Explain the reasoning behind the points you make. Evaluate possible strategies going forward which the company might use to respond to the impacts you have identified. 1. INTRODUCTION Globalisation is a word that is frequently being used by everyone, from politicians to businessmen and is often referred to closely united economies worldwide, with products, people and money moving easily; in greater volume and value throughout the world. It can be defined as “the process of transformation of local phenomena into global ones. It can be described as the process by which the people of the world are unified into a single society and function together. This process is a combination of economic, technological, sociocultural and political forces.” (Wall, Minocha and Rees, 2010, pg 14) Under the economist’s view point, globalisation focuses on: - • Growth of international trade • Increase in international capital flows • The developing control of multi-national company’s (MNCs) into the domestic and global markets Globalisation is not new, but is “a product of the industrial revolution. Britain grew rich in the 19th century as the first global economic superpower,” (BBC, 2011) due to its greater manufacturing technology and improved global communications such as steamships and railroads. However the possibility speed and scale of globalisation...
Words: 4108 - Pages: 17
