Adidas Essay

4314 Words18 Pages
The Brand In The Hand: adidas TABLE OF CONTENTS Executive Summary 3 Introduction 5 Company Background 5 History 5 Adidas Brands and Division 6 Competition 6 Situation Analysis – S.W.O.T. 8 Athletic Footwear Industry Analysis Five Forces 9 Campaigns 10 Marketing Analysis 11 Marketing Strategy 11 Target Audience 13 Generation “Y” 13 Customer Loyalty 14 Market Segmentation 16 Brand Extension 17 Problem Statement 19 Reference List 20 Exhibit 1 21 Exhibit 2 22 Exhibit 3 23 Exhibit 4 24 Exhibit 5 25 1. . . . . Flat industry growth 2. Undifferentiated products 0 Numerous CompetitoHigh switching costs 1 Difficult entry of distribution channels 2 Government regulation 3. rs 4. Low to moderate exit barriers . . .. . . Executive Summary Adidas was founded in 1920 by Adolf Dassler (nicknamed “Adi”), because of his passion for sports and shoemaking. Adi maintained three guiding principles: (1) to produce the best shoe to serve the needs of the sport; (2) to protect the athlete from injury; and (3) to make a durable product. With increasing profits and more members joining in the adidas movement, the company expanded its brand into the next decade. Adidas operates in the athletic footwear, apparel and sporting equipment industry along with its key competitors- Nike®, Reebok®, Puma® and New Balance®. Although each company has built an empire on product branding, adidas, Nike and Reebok are among the top leading companies in the industry, having a total U.S. market share of approximately 16%, 40% and 16%, respectively. To increase its brand awareness on a global scale, adidas utilized many campaigns, namely, “Colours,” in 2002, which, was the first attempt to mobile marketing in Sweden; “The Road to Lisbon,” in 2004, was launched with the creation of an interactive product (the

More about Adidas Essay

Open Document