ADIDAS - MARKETING PLAN MARKETING STRATEGY People purchase products or services for three basic reasons: eeds.

To solve problems. To make themselves feel good.

To satisfy basic n

MISSION STATEMENT MISSION OF THE COMPANY The adidas Group strives to be the glob al leader in the sporting goods industry with sports brands built on a passion f or sports and a sporting lifestyle. We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest v alue. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholde rs. We are committed to continuously strengthening our brands and products to improve our competitive position. We are dedicated to consistently delivering outstanding financial results. MISSION OF THE MARKETING PLAN To devise a marketing plan and formulate strategies which would help in the achievement of the marketing objectives of th e company which are, Market penetration gaining market share across all markets in which we compete Market development expanding into new markets and addressing new consumer segments

Awareness - increasing awareness and visibility across all brands, providing clear and consistent messaging and supporting product initiatives at t he point-of-sale. TARGET MARKETS The target market of Adidas is the urban youth with the brand proposition competition to lifestyle. The principle consumption cen tres namely the metros are also a potential target market! MARKET NEEDS Comfort Durability Style Price SITUATION ANALYSIS THE CHALLENGE Brand

COMPETITIVE SCOPES THE INDUSTRY ADIDAS is in the sportswear, apparel and sports accessories industry. The main competitors of ADIDAS in the industry are NIKE, a nd PUMA since it acquired REEBOK in January, 2006. NIKE Nike is currently the world leader in Sports goods industry with a brand value o f $12,672 million. The company concentrates on style and technology with a high price range of the products. PUMA AG A German based company best known for its football shoes and athletic shoes. The competition from Puma has become stronger after the 2008 Olympics in which the Jamaican sprinter Usain Bolt broke records and won 6 gold medals. Bolt was weari ng Puma shoes! PRODUCTS AND APPLICATIONS COMPANY ADIDAS PRODUCTS

RUNNING Shoes, spikes, socks, FOOTBALL Studded boots, stockings, team-its, warm up suites BASKETBALL Shoes, jerseys n shorts, team kits GOLF TAYLORMADE Hats, gl oves, bags, vintage clubs (golf sticks), golf balls, putters, CASUAL Footwear an d clothing Apparels and accessories NIKE FOOTBALL Boots, jerseys, shorts, stocki ngs, team kits, warm up suites, BASKETBALL Shoes, jerseys, shorts and team kits GOLF Shoes, golf balls, apparel ATHLETICS Shoes, spikes, compressor apparel, tra ining kits NIKE+ i-pods and watches CASUAL Footwear , apparels and accessories P UMA FOOTBALL Boots RUNNING Shoes, studs, warm up suites and training kits

GOLF Golf ball and apparels MOTORSPORT Apparels, equipments and footwear SAILING Chute, board shorts, cruising jackets and accessories CRICKET Bats, gloves, pad s, footwear, training kits, apparels and equipments. PRODUCT OFFERINGS Comfort, durability, looks, value for money! COMPETENCE The firm has a stiff competition in the Indian market. Currently, Nike is the leading player in the industry. Mul ti-Brand Approach There is a natural limit a brand can achieve given the diverse tastes and expectations of a highly fragmented consumer market. Thus, a multi-b rand approach will provide the firm with a major competitive advantage and signi ficant additional commercial opportunities compared to a single brand strategy. It can leverage the power of its brands in a more precise and meaningful way, ut ilizing the combined strengths of each to compete for a higher percentage of the market, covering a greater number of consumer needs, price points and demograph ics. Broader distribution Close cooperation with retailers can significantly imp rove the in-store experience for the product. Establishing shop-in-shop formats (e.g. with JJB and Dicks Sporting Goods) or retail partnerships (e.g. with INTERS PORT) are examples where the company is leading the industry. Such co operations can be particularly effective in markets that have become dominated by price an d lack of differentiation. Cost leadership The acquisition of Reebok has created significant opportunities to reduce and optimize costs, through scale benefits, back office consolidation and combined capital expenditure planning. MARKET SEGMENTS Geographic segmentati on

Density: Urban and semi-urban cities Demographic segmentation Age: 15 to 35 Inco me level: >Rs. 15,000 Social class: Upper middle, lower upper and upper class Ge nder: Male and female Behavioural segmentation BENEFITS SOUGHT Athletes Gym regulars Sports enthusiast s Brand freaks Image seekers USER STATUS USAGE RATE BUYER READINESS STAGE LOYALT Y STATUS ATTITUDE Psychographic segmentation Experiencers Achievers Image driver s Strivers PORTERS GENERIC COMPETITIVE STRATEGY The DIFFERENTIATION strategy would help the firm in competing in a competing market place. The firm has a strong grip only in the basketball and casual wear product line. Diversification of the products athletics, cricket and hockey would enormously h elp the firm in competing in such a market as cricket is the most popular sport in India. This would be a tough task since Nike is the sponsor of the Indian nat ional cricket team. ADIDAS Strategy in India

Adidas strategy in India has been consistent over the past few years. The broad e lements of the strategy are to target the brand to urban youth with our brand pr oposition from competition to lifestyle using the authentic sports platform and bu ild and reinforce credibility through relevant brand ambassadors and grassroots sports marketing programs. Further, it would target principal consumption centre s, namely metros and build significant stand-alone exclusive store presence in s ignificant locations. The strategy would be to play to our strengths, i.e. in ap parel and mid to high priced footwear. http://www.scribd.com/doc/4934036/Adidas-Mktg-Ppt