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Ryan SchifferKyeana Jones

Franck FenelonLyneice HagansDaniel Łyszczak

Rubia Iwano-GattisHarshana Godamanna

Introduction

• German multinational company

• Largest sportswear manufacturer in Germany and Europe

• Second biggest sportswear and manufacturer in the world

History

• Founder Adolf Dassler

• First sport shoe was made in 1920’s

• ‘ADI – ‘DAS’

• Germany wins Soccer World Cup in 1954

• First entrepreneur to use Sports Promotion

History• 1960’s apparel and ball production

• Official match ball at all Major Soccer events

• Adi Dassler passed away in 1978

• Adidas became a global leader in the sector of innovations in sports marketing

• 1990’s Robert Louis-Dreyfus took over management of the company

Main Competitors

• Nikeo American company that is focused on

sportswears, sport equipment, and shoes

• Puma o German company that specializes in sportswear,

sport equipment, and shoes

Nike• The iconic brand, Nike, derives from the

Greek goddess of victory, Nike. She had the ability to move very quickly

• The "Swoosh", is symbolism to Nike's wing

• Greek Goddess Nike

Adidas Group Strategy

• In 2007, the company split into two distinct divisions in order to achieve the goal of being the "leading sports brand in the world"

The Sport Performance division

The Sport Style division

Puma• Founded by Rudolf Dassler in 1948

• Originally named "Ruda“

• Puma is seen as the "old school" era, just as Nike and Adidas.

• They have worker-education programs with local governments in Central America • Continuing Education

• Adidas, Nike, and Puma all stick to their advertising, product development, and distribution

Logos

Then Now

Global Sales StrategyWholesale, Retail and E-Commerce

Key Priorities and goals until 2015 (Route 2015)• To design and implement state of the art commercial

strategies that ultimately engage consumers with rewarding point-of-sale experiences

More specifically:1. Increase the share of controlled space to over 50% of

sales by 20152. Use the Integrated Distribution Roadmap (IDR) to

ensure growth and maximize brand potential in key demographic locations

3. Leverage cross-channel sales opportunities and range efficiencies

Global Sales StrategyWholesale, Retail and E-Commerce

Controlled Space• Own retail• E-Commerce• Mono-branded franchise

stores• Shop-in-Shops• Joint ventures with

retailers• Co-branded stores with

sports org

The standard: To be competitive at the point of sale based on availability, convenience and breadth of product offering-High level brand control

Global Sales StrategyWholesale, Retail and E-Commerce

Integrated Distribution Roadmap (IDR)

• Encompasses a joint approach between the Wholesale, Retail and e-commerce channels.

• Defines how best to capture the consumer in the biggest and attractive cities around the world.

• Designed to ensure market share growth in underpenetrated affluent metropolitan areas such as NYC.

Global Sales StrategyWholesale, Retail and E-Commerce

Online multichannel growth toolkit• To support the growth potential and sales

ambition across Wholesale and e-commerce.

Increasing range consistency globally• Known as the Global Foundation Range (GFR)• Represents a set of products that must be sold

through all sales channels globally.

Global Strategy

Three distinctive channels• Wholesale• Retail• E-Commerce

The aima. To service multiple customers and consumer needsb. To be more responsive to market developmentsc. To manage channel synergies by establishing the best

practices worldwide

The Whole Sale Channel

• Targets third-party retail channels (i.e. sporting goods chains, department stores, e-tailers, etc.)

• Establish strong partnerships with the most dynamic retailers in their respective channel of distribution

• Offers best-in-class and tailored services

• Service, POS, Operations, Relationships, Team

The Retail Channel

• To become a world-class leader there are 4 pillars that the Adidas group have defined:

1. Focus on the consumer

2. Achieve

3. Exploit portfolio of brands

4. Leverage global presence and scale

The Retail Channel cont.

Premises

Processes

ProfitPeople

Product

The E-Commerce Channel

• "Having the right products and the right marketing at the right time through e-shops.“

• Country-specific e-shops globally for both Adidas and Reebok.

• Covers over 20 countries with intention to expand by 2015

Developing the brand worldwide

• Mass production/Mass marketing is NOT sufficient.

The five key global trends1. Fit for life2. You are what you know and what you do3. Celebrating individuality4. Together is better5. Back to basics

One of the worlds leading brand for sporting goods

Vision and Goals

Vision: Become the “the leading sports brand in the world” Purpose: To lead the sporting goods industry with brands built

upon a passion for sports and a sporting lifestyle.

Vision and Goals cont..

Adidas growth strategy playbook considers the full range of options

Existing products to existing customers

Existing products to new customers

New products

New geographies

New delivery approaches

New industry structure

New competitive arena

Acquisition

JV

Minority stake

Strategic alliances

Marketing Partnerships

Organic investment

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Conclusion

• Simply put: Adidas has great competitive advantage through their strong research & development, outsourcing production, their logo - an international symbol, vast distribution channels and powerful partnerships

Conclusion

• It would not be possible for Adidas to achieve recognition for being the second largest sportswear manufacturer in the world without its tactful globalization.