z
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.
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