ADIDASADIDAS

Facultatea de Economie si Administrarea AfacerilorExtensiunea Bălti

Universitatea “ Alexandru Ioan Cuza” din Iasi

Burduja Diana-Burduja Diana-TatianaTatiana

Mutruc IanaMutruc IanaCutulab InaCutulab Ina

Content:1. General presentation2. Products 3.3. PricingPricing4.4. PlacingPlacing5.5. PromotionsPromotions

Adidas

Adidas is a big German company. It was founded in 1949 and it’s one of the oldest footwear brands in the world.

Adidas is the second biggest company in the world, after Nike, but it have another competitors like a Puma and Warrior.

NikePuma

Warrior

SubsidiariesThe Adidas group has 4 main subsidiaries.

Adidas

Reebok

Rockport

TaylorMade

Adidas Products FOOTWEAR

APPAREL

ACCESSORIES

Pricing in the marketing mix of Adidas.

Adidas, because of its style, design and promotions uses skimming prices as well as competitive pricing. For run of the mill products, Adidas uses competitive pricing keeping in mind competitors like Nike, Puma.

Apparel’s of Adidas constantly use skimming price and are higher priced due to brand equity of Adidas in the apparel’s market. Adidas never uses penetrative pricing because that will affect the brand equity of Adidas.

In fact, the higher price point helps in the price quality approach and psychologically, customers think that a higher price will mean better quality as well. Thus, Adidas rarely drops its prices.

Place in the marketing mix of Adidas

The major areas in which Adidas is sold is through retail outlets. Adidas has its own exclusive stores in which the material is provided

directly from the company.

These multi brand showrooms get the products from a distributor. The third and

last mode of distribution is

online

Thus the distribution channel of Adidas is as follows

1)Manufacturing > Adidas outlets > End customer

2) Manufacturing > Distributor > Multi brand showrooms

3) Manufacturing > Online fashion websites / Adidas website > End customer

Due to the excellent brand equity of Adidas, the operating margins are fairly high thereby keeping the distribution channel motivated. A happy distribution channel means better promotion for the company.

Promotions in the marketing mix of Adidas

Adidas company has many methods of promotion. For example: advertising campaigns, TV, banners, pages for their products on the

Internet , public relations , press releases , events , sponsorship , sales promotions (discounts prize, contests, games , merchandising operations ).

The creative team of Adidas is known to pump adrenaline in their customers through ads. Their ads attract the customers towards the brand by sending the right marketing message to the customer. The tagline of Adidas “ Nothing is impossible”. In is a very powerful statement for the brand. The emergence and development of the Internet has a huge potential for promotion, distribution and marketing of sports equipment. We can purchase a desired piece of specialty stores or directly from internet. Order is made 24 hours.

The popularity of the brand is because of collaboration with top players from around the world, such as Lionel Messi, Ronaldinho, Sachin and others. Adidas also sponsors teams and some of the top teams include Real Madrid, France, Great Britain (in football), England and South Africa ( and several others).

Thank you for your attention!Thank you for your attention!