adidas brand extension_abhinav goyal_pgp30416
Post on 15-Apr-2017
2.289 Views
Preview:
TRANSCRIPT
INTRODUCTION•Adidas Inc. is the German manufacturer, a marketer of
sport apparel and athletic shoes.
• The company was named its founder, Adolf(Adi) Dassler, in 1948.
Market size: INR 242 bnGrowth rate(2009-14): 17%Growth rate expected ( 2014-18): 13%
Adidas Market size: INR 25.3 BnGrowth rate(2009-14): 15.4%Growth rate expected ( 2014-18): 15%
Market Share: Sportswear in India
Adidas Market Share: Sportswear in India
INDUSTRY ANALYSIS
2010 2011 2012 2013 2014
101 bn 127 bn 157 bn 196 bn 241 bn
Market Share of Sports Wear in India (in INR)
2010 2011 2012 2013 2014
8.89% 9.13% 9.06% 10% 10.3%
Adidas : Percentage share year wise
INDUSTRY ANALYSIS -- MARKET SHARE
Market Share
Nike adidas Reebok Power Puma Others0
5
10
15
20
25
30
22.94
25.29
28.24
7.65
2.35
13.53
TARGETING
Age
All Age group
Attitude
Bold, & fashionable
Adventurous
occasion
Daily
Casuals
Sports
Price
Low price
Medium Price
High Price
gender
Men
Women
Unisex
Target Segment Demographic:Age: 8-60Gender: Male/FemaleOccupation: Any
Target segment include anyone who is into running or any kind of sports.Also include people looking for sports apparel
4 P’s of Marketing Mix
QUALITYBuilt with best available technology
DIFFERENT SPORTS• Basketball, Gym, Running, Football, Cricket, Baseball
VARIETY
Style Options according to the personality: Sports, adventure, funk
PromotionPromotion PlacePlace
ProductProduct PricePrice
EVERYTHING is on the portfolio for all the SPORTS
4 P’s of Marketing MixPromotionPromotion PlacePlace
ProductProduct PricePrice
PRICE POINT:INR XXX9INR XX59
PRICING STRATEG
Y:AFFORDABLE
TO YOUTH
SALES STRATEG
Y:DISCOUNTS ON
YOUTH FESTIVAL
BUYING QUEUE:
PRICE FIGURES END WITH 45
OR 95
4 P’s of Marketing MixPromotionPromotion
ProductProduct PricePrice
PlacePlace
• Adidas outlets
• Online purchasing through the internet
• Distributing some of the Adidas products to the various sporting outlets e.g Royal Sporting House, World of Sports, Sportslink
4 P’s of Marketing Mix ProductProduct PricePrice
PlacePlacePromotionPromotion
Advertising and public relation
Sales promotion
Brand ambassadors
Consumer promotion- signed goodies by celebrities on repeat purchase
Trade promotion-Display material assistance
https://www.youtube.com/watch?v=hIqC9IYMUOULINK to Videos
SWOT AnalysisSTRENGTHS:•Long heritage and high brand value.•Worldwide presence. •Diversified product portfolio.•Strong and innovative marketing have created a strong brand retention.
WEAKNESSES:•The products can sometimes be costly due to innovative technology or production method.•Stiff competition and similar big brands means customers have high brand switching.
OPPORTUNITIES:•New foot-friendly designs are developed each year.•Tie-up with sports teams/clubs internationally.•Brand building by setting up sports academies.
THREATS:•Other brands offer more styles and varieties, thus more competition.•Pirated/fake imitations affect brand image.
COMPETITORS - POP & PODPOINTS OF PARITY
• World wide presence • Covers All the
sports • Sports
accessories• Authentic Wear• All age group is
targeted
Competitor’s Product comparison
Edge Air cushion Technology
Cooling technology - SHOE
Point of Difference
Competitor’s Price comparison
Basket Ball ShoesNike
Adidas
Adidas is cheaper on shoes over its main competitors
This strategy is consistent with all product range from apparel to gadgets
Point of Difference
Adidas Brand Extension PositioningPerformance oriented, safe and best in quality Sportswear for Anyone playing sports, running or fitness training
Special innovative solutions for promoting running, exercising and playing sports – Remain Fit Safely
SUMMARYIndustry AnalysisMarket ShareTargetingPositioningLogosPerceptual Map4P’sSWOT analysisPOP POD analysisBrand Equity
Prof. Sameer MathurIndian Institute of Management LucknowMarketing Professor: August 2013- Present
McGill UniversityMarketing Professor : July 2009 – July 2013
Carnegie Mellon UniversityPh.D. in Marketing : August 2003 – June 2009
These slides were created by Abhinav Goyal, PGP30416 , IIM Lucknow , as a part of MBA course “Brand Management” (www.MBASkills.in) taught by Prof. Sameer Mathur
top related