...A MARKETING SUCCESS Ten to fifteen years ago, when I was at primary school, all “adidas” shoes and clothes were fakes, bought at the local market. When I started middle school I got my first pair of authentic adidas running shoes. For my ten-year-old self they were the coolest thing ever – comfortable, pretty and a source of great envy for my classmates. Back then, authentic adidas shoes were rare and we did not even know that other adidas products existed. A couple of years later the adidas logo could be found everywhere – on the streets, in the shops, gyms and schools. Why? What is the secret behind adidas’ success in Estonia? The Adidas Group has never launched advertising campaigns targeted at only one country, so to explain the reason for their success in Estonia we have to take a look at their international marketing strategies. Success of the brand relies heavily on how wise their promotions are. In the promotions of their adidas performance line (a line designed to maintain their devotion to the athlete) the Adidas Group extensively uses sponsorship of sports events, teams and individual athletes. They produce balls for UEFA Champions League matches and FIFA World Cup tournaments. Adidas, also, manufactures the kits for many football teams. The Estonian football team Levadia Tallinn’s kits are supplied by them. Another important thing in successful marketing involves selecting the right target market and correctly identifying and satisfying its needs. To reach...
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...BRAND IDENTITY PRISM Brasnd Identity Prism KAPFERER brand identity diagram as a six-sided prism Constructed Source/Sender Constructed Receiver * Physique according to him is the basis of the brand. * E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” * Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” * Relationship is the handshake between consumer and the organisation. * Eg. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract youth. * Self-image is what the consumer think of himself. * E.g. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world. * Culture symbolizes the organization, its country-of-origin and the values it stands for. * E.g. traditional brands like balsara, dabur and zandu. * Relationship is the handshake between consumer and the organisation. * E.g. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract...
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...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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...Customers/Consumers As one of the most popular sportswear brands in the world, Adidas Group (AG) enjoys a strong market position worldwide. The largest portion of Adidas’s customers are customers who play soccer, which is the biggest sport in terms of player population and global revenue in the world.among the top team-sports. This includes professional athletes, who sign athlete endorsement deals as well. Adidas products are made available to the consumer in a variety of ways. In North America, the company opened up thousands of its signature retail shops and outlets carrying the latest and top-selling products; not to mention, big name retail store-chains such as Foot Locker, Champs Sports and Finish lines are significant contributors to sales of Adidas products. Moreover, their official website offers online shopping opportunities with special offers available to the public1. When it comes to selecting sportswear to purchase, consumers have numerous brands to choose from. Adidas, Nike, Under Armour, Puma and Asics just to name a few. Factors that affect the purchasing decisions of consumers vary individually, but the main reasons can be identified as quality, design, and brand image. As Adidas has more than one product segment, including performance, lifestyle and fashion, customers compare Adidas’s products with other brands using a set of varying criterion. Another factor that plays a crucial role that affects purchasing decisions are design and quality. Many consumers...
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...Unit 1 Case Study - NIKE Samantha Eubanks Columbia Southern University Abstract The following case study will focus on the global brand of Nike. First, we will take a look at how Nike was created, and the foundation they have based their brand. The study will then delve into how Nike’s marketing strategy has proven successful, had a negative impact, and may have proven risky for the company. Lastly, the study will delve into how Adidas may improve their competitive value against Nike. Unit 1 Case Study - NIKE Over the years, there have been many companies that have ventured into the business of dealing in sporting equipment to include athletic shoes, athletic clothing, and athletic equipment. Nike has emerged as one of the leading brands of athletic products since the creation of the brand in 1962. At the time of its inception, Nike was first known as Blue Ribbon Sports and the main focus was “on providing high-quality running shoes designed for athletes by athletes” (Keller & Kotler, 2012, p. 29). A product that began with the creation of “lighter and better” running shoes has transformed into an international brand that is known by the simple image of a “swoosh” (Sanusi et al, 2014). The following sections will answer a series of questions in regards to the brand, and how a rival company may be able to better compete with the marketing campaign of this globally renowned name. What are the pros, cons, and risks associated with Nike’s core marketing strategy...
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...Question 1…………………………………………………………………………….…..4 Question 2………………………………………………………………………………...5 PART III: INDUSTRY ANALYSIS……………………………………………………………6 Question 1………………………………………………………………………………..6 Question 2………………………………………………………………………………..9 Question 3………………………………………………………………………………..9 Question 4……………………………………………………………………………….11 PART IV: STRENGTH ASSESSMENT……………………………………………………..12 Citations…………………………………………………………………………………………13 PART I: DESCRIBE TWO PUBLICLY TRADED BUSINESS RIVALS 1. What two publicly traded business rivals is this paper about? Give their Corporate addresses. Describe the businesses in which they compete against each other. What industry are these businesses competing in? Nike Inc. and Adidas AG are the two largest and arguably well known sportswear companies in the world. Both companies compete against one another in the numerous industries including the athletic footwear industry. Nike Inc. is in itself the world’s largest athletic footwear supplier, holding an astonishing 50% of a 20 billion dollar global industry (S&P, 2010) and 40% of the US market (IBIS, 2010). Nike powers its massive lead on the market with innovative technology and product creation often bringing all new ideas and offerings to the market before any other. Nike Inc. describes their principle business activity as “the design, development and worldwide marketing of high quality footwear, apparel, equipment, and accessory products” Nike earned 2009 revenues...
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...Executive summary The Adidas Group is a large multi national company that is known all over the world. Its mission statement is to be the global leader in the sporting good industry (Adidas Group;2011A). The Group is made up of 7 different sub groups all designated to different sporting events for lifestyle choices. Adidas groups Internal communication consists of face to face meetings and online communications. Although they try to include all employees in these to functions they have yet to do this and are trying to improve the communications through a scheme in place called route 2015. The external communications at the Adidas group happen successfully though the many advertisements and celebrity endorsements the company use all based around lifestyle choice and major social and sporting events. However they must ensure that the Adidas groups reputation isn't tarnished though unethical business decisions, as in todays society its highly encouraged to act ethical in all aspects of business. 2. Introduction This report will provide a critical analysis of the corporate communications function at he Adidas Group. It will look specifically at the internal and external communication function and examine the effectiveness of the communications. 2.1 Summary of The Adidas Group The Adidas Group is a large multinational company that operates in practically every country all over the world (Adidas Group;2010). Its mission statement...
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...Messam Trimell Pearce Warren Bell Starting in the small town of Bavaria, Germany Adidas group was founded by Adi Dassler in 1924. The first registered shoe was named the, “Gebruder Dassler Schuhfabrik” and that is when Mr. Dassler embarked on his mission to provide athletes with the best possible equipment. Two of the first athletes sponsored by the Adidas group were Lina Radke and Jesse Owens. Both who in fact won gold medals while sporting the brand which was the start of an evolution. In 1949, Mr. Dassler remastered his brand and moved the operation to Herzogenaurach with 47 employees. The Adidas group sponsored the German national football team in 1954 against the undefeated and undeniable Hungarians. The German national football team went on to win that game in lightweight football boots with screw-in-studs and made a mark in football pitches everywhere for the next couple of decades. The first piece of apparel offered by the Adidas group was the Franz Beckenbauer’s tracksuit, which was named after a Kaiser. Not only did Mr. Dassler invite athletes to Herzogenaurach for personal invites to tour Adidas but he would actually listen to the athletes and what they wanted in apparel and shoes. Upon research we found out that the Adidas group uses a large amounts of cotton, polyester, leather, recycled polystyrene and fabric. My group members and I will not only name the companies the Adidas group utilizes to manufacture their products but we will also provide graphs and paint...
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...strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market. Table of Contents Page 1.0 Introduction 1 2.0 Literature review 1 3.0 Backgrounds of Nike and Adidas 2 3.1 Company overview of Nike 2 3.2 Company overview of Adidas 2 4.0 Critical Incidents that occurred in the past 3 4.1 Critical incidents that affected Nike 3 4.2 Critical incidents that affected Adidas 5 5.0 Comparison of the strategies of the companies 8 5.1 Strategies of Nike 8 5.2 Strategies of Adidas 9 5.3 Comparison of the strategies of Nike and Adidas 11 6.0 Future plans of Nike and Adidas 13 7.0 Conclusion 14 8.0 List of...
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...Adidas Myrna Biacan October 25, 2013 Adidas In the world of athletics exists a wide span of products; products that are the athletes’ sole support in their sport. Numerous companies worldwide strive to be competitive, innovative, and socially responsible. They are the leaders of the best athletic performance products that are needed. One of these striving leaders is Adidas. Adidas deems to be the leading brand in sports equipment and continues to be successful in delivering the best footwear, clothing, and accessories for all sports, gender, and age. Their passion and mission to provide the best brands for sports and the sporting lifestyle and what sets them apart from the competition is what makes the company successful to this day. In the sporting industry, how do they continue to be the global leaders, as a global organization how do they embrace the responsibility to our environment, and what is their strategy is to support their efforts and continuously satisfy their international consumers. In general, I will give you an idea of how Adidas remains to be an efficacious, sustainable, publicly traded, international company. In a small town in Germany, Adolf Dassler began his mission to provide athletes with the best equipment in 1924. He formed the company name from a combination of his first and last names: 'Adi' is short for 'Adolf,' and 'Das' came from 'Dassler.' Originally, Adolf and his brother Rudolf ran the 'Gebrueder Dassler Schuhfabrik,' which means the 'Dassler...
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...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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...For more than 80 years, Adidas has been a top tier brand contender in the world of sports apparel, consistently innovating and delivering best in class footwear, clothing and accessories. At year end 2002, Adidas was the ‘number two’ sporting goods company in the world, with more than 100 million pairs of sport shoes and 170 million textile pieces sold annually. Thanks to a refocused business structure headed up by Herbert Hainer, Adidas became part of the Adidas-Salomon AG global sporting goods group, with a strong growth profile and a clear strategic vision to be ‘the world leader in the sports market’. To achieve this mission, Adidas builds on a set of distinctive core competencies and values which differentiate it from competitors. With a strong brand built on a heritage of innovation in sporting goods technologies and association with iconic succesful athletes, Adidas ‘designs products and technologies and creates designs that help all people to experience and share sporting sensations’. Adidas is positioned as ‘the brand for sports performance, whether for competitive or lifestyle purposes’, with a recognised brand slogan of ‘Forever Sport’. To deliver the corporate strategic objective, Adidas requires immediate focus and additional investment to leverage its position in the European football market. Adidas should develop increased presence and share in targeted segments of this market over the next few years to create a growth platform leading into the 2006 World Cup...
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...Nike and Adidas Strategies Joyce Powell DR. Jean Fonkoua Bus 508 May 28, 2015 Nike and Adidas Strategies Compare and contrast the promotional strategies used by two different companies for a similar product within the category that you selected. The main purpose of this paper is to compare and contrast the various marketing, by Nike and Adidas, two of the world’s best sports companies. Nike and Adidas are involved in major athletic apparel. According toDermesropian, Drage, Grigaite and Lopez (2004,p.15) Nike focus on innovation and emphasis on their research and development department in order to be profitable in the long run and they do their best to produce footwear, apparel and athletic equipment that reduce or eliminate injury, help in athletic performance and maximize comfort. Nike operation in the USA, Asia Pacific, Europe, Middle East, Africa and the American regions trying to reach as many customers as possible. Nike business level strategy is a combination of the best cost provider and broad differentiation strategy, but more emphasis is put on the best cost provider strategy. They believe and confide heavily on strategic outsourcing and most of their products are manufactured outside the United States. One of the main reasons behind their success following the cost leadership strategy is their extensive network structure that allows them to cancel their alliance with any company that fails to maintain their standards. The team member work very closely...
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...2 – Adidas Brand in the Hand Introduction This case deals largely with mobile and modern advertising. In the case it introduces Adidas’ first experiences with mobile marketing and how it was success. This was due largely to the increase in wireless technology becoming so abundant. The usage of this technology became apparently significant to people in their everyday life and Adidas took full advantage of that by advertising through cell phones (ring tones, applets, etc.) and even through some of the first massive Internet ads. Their ads were so successful they crashed the site. This lent immediate attention to the power of advertising through various and popular mediums. Adidas was one of the first organizations to utilize online advertisements to their potential. They saw trends and reacted upon them. If one looks at exhibit 1, media consumption is based highly on wireless media. Their utilization of online media boosted their awareness extensively, however it is mentioned that their profit margin was slim in some cases. An example of one of their successful campaigns came when they released an applet that allowed one to view live scores. Their projected sales were 30,000, however when they release the product halfway through the campaign they already more than doubled that number. A key fact to note is that Adidas significantly less money on mobile media advertising than in Asia-Pacific or in Europe by roughly $4,000,000,000. Another note is that Adidas, in...
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...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 passion for sports in order to...
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