Adidas Online marketing strategy

 Essay regarding Adidas Online marketing strategy

||| Contents ||


adidas in India3

Market Scenario5

Scope of Study6


Customer Behaviour8

Environmental Analysis10




Targeting & Positioning16



||| Background ||

adidas AG is a German sports apparel manufacturer, section of the adidas Group. It listed as adidas AG upon 18 Aug 1949 (with lower-case letters: " adidas" ). The corporation was named after its owner, Adolf (Adi) Dassler, who started producing shoes in the 1920s in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler whom later formed rival shoe company THE PUMA CORPORATION AG. You can actually clothing and shoe designs typically incorporate three seite an seite stripes of the identical color, plus the same design is integrated into adidas' official logos.

nike plans for being the leader inside the organised running shoes and sportswear market.

||| adidas in India ||

adidas first entered India in 1989 through a licence agreement with Bata. adidas later re-entered India pertaining to the second amount of time in 1996 by using a joint venture with Magnum Intercontinental Trading Company Ltd with an initial expense of $2. 5 million to form nike (India) Trading Pvt. Ltd. adidas holds a completely stake inside the company.

The company launches every six months between 600 and 800 fresh designs in footwear and between one particular, 500 and 2, 1000 new models in clothing. The attire range is usually priced between Rs279 and Rs2700, even though the footwear is priced among Rs499 to Rs12499. adidas' products in India are offered through a hundred and forty own retailers (excluding multi-brand outlets).

The business, which is known for football and running shoes, introduced its crickinfo gear in India in 2004.

The organization adheres to strict design and quality specifications and uses the manufacturing unit of Lakhani Shoes or boots to manufacture the locally produced adidas range in India.

About 30-40 percent of the elements are nearby sourced.

||| Industry Circumstance ||

(as of 2003-04)

Footwear brands drew up ambitious plans targeting a larger audience and higher business.

MNC brands like Reebok and Nike launched tv commercials after having a gap of four years and brand retailers were filled up with a fresh and upgraded merchandise line-up.

The newest distribution approach focused on stretching the reach rather than exclusivity and at broad-basing distribution through tie-ups with branded merchants and setting up shop in shopping malls.

Intended for adidas, sales of higher listed footwear noted strong development in 2003-2004 and the organization expected to close the year using a 30 percent development.

Pre-1997, nike had tied up with Bata and Woodland and first started exploring multi-brand outlets and retail malls.

Reebok was slated to grow by almost 30 % against 22 percent in 2002-03 and focused on the global Performance Range goods. Bata started retailing other brands like Reebok, Nike and Lee Cooper.

As of 2005-06, the current superior sports merchandise market in India was valued around Rs five-hundred crore. In this particular market, adidas enjoys extensive brand equity and is regarded as among the leading international brands in the country.

||| Scope of Study ||

Our group has picked the Indian Footwear (Athletic) as Merchandise Category. The primary multinational players in this industry are Nike, Puma, Ristra, adidas & Reebok. Indian players consist of Action Shoes and boots Ltd., Liberty Footwear Co., and Bata India Ltd. This record will generally consider Nike & Rbk (Reebok) since competitors pertaining to adidas. By way of research, we certainly have conducted someone survey, and spoken to a couple of retailers of the 3 top brands in the industry.

||| Consumers ||

In 1999, when adidas joined the American indian market, it introduced the lowest priced range of sneakers it had ever before sold. The brand new line had taken into account the importance of affordability in the American indian market, plus the company anticipated the go on to expand...

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