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On Adidas

Adidas is a German sports apparel manufacturer founded in 1920 by Adi Dassler. It is the largest sportswear manufacturer in Europe and second largest in the world behind Nike. Adidas entered the Indian market in 1989 through a licensing agreement with Bata and has since established various partnerships and brand ambassadors in India across different sports.

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4K views8 pages

On Adidas

Adidas is a German sports apparel manufacturer founded in 1920 by Adi Dassler. It is the largest sportswear manufacturer in Europe and second largest in the world behind Nike. Adidas entered the Indian market in 1989 through a licensing agreement with Bata and has since established various partnerships and brand ambassadors in India across different sports.

Uploaded by

debjitsaha2009
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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About Adidas

Adidas AG (pronounced [AH-dee-'dahs]


Founder Adi Dassler in 1920 in Germany
German sports apparel manufacturer and part of the Adidas
Group, which consists of Reebok sportswear
company, TaylorMade-adidas golf company, and Rockport.
Besides sports footwear, the company also
produces other products such as bags, shirts, and other
sports and clothing related goods. The company
is the largest sportswear manufacturer in Europe and the
second biggest sportswear manufacturer in the world, to its
US rival Nike
Adidas In India

• 1989 – Entered India, license agreement with Bata


• 1996 – Joint venture with Magnum International Trading Co. Ltd.
• 1998 – Sachin Tendulkar is Brand Ambassador in Cricket for India
• 1999 – Introduced the cheapest range of shoes they had ever sold
• 2001 – First televised advertisement for India: Paes & Sachin
• 2008 – Kapil Dev is Brand Ambassador in Golf for India
• 2009 – Jeev Milkha Singh is Brand Ambassador in Golf for India
Segmentation & Target Marketing
Value Positioning
Proposition(Poi Image/Brand
Brand and Company Target Customer Benefits nt of difference) Image
Nice Grip
Shoes , Water
Proof leather
Bags & Shoes,
Low
Maintenance Jeev Milkha
Taylormade Adidas Cost, Long ‘competition to Singh /Nike
Golf Golfer Lasting lifestyle’ (Rival)

Tennis or Nice Grip , Mahesh


Badminton Water Proof ‘competition to Bhupati /Nike
Adidas Tennis Shoe Player Shoes lifestyle’ (Rival)

Contd….
Value Positioning
Proposition(Point Image/Brand
Brand and Company Target Customer Benefits of difference) Image
New Zealand
national team
Clima cool “All Black”,
Jersey, Argentina
Cushionable ‘competition to national team
Adidas Rugby Kit Rugby player Rugby boot lifestyle’ “Los pumas”

Bichung Bhutia
/Sponsor for
Nice Grip , Germany
Water Proof national team/
Shoes, Long ‘competition to Nike
Adidas Football Shoe Football Player Lasting lifestyle’ (Rival)

Contd:-
Value Positioning
Brand and Proposition(Point Image/Brand
Company Target Customer Benefits of difference) Image
Sachin
Tendulkar /
Main Sponsor
Nice Grip , and Kit Sponsors
Water of Australia and
resistance England
Shoes, ‘competition to Team/Nike
Adidas Cricket Cricketer cushionable lifestyle’ (Rival)

Sleeveless Contd:-
Climacool
apparels, ‘competition to
Adidas cusionable lifestyle’ Tracy McGrady/
Basketball Basketball Player shoes NBA Players
→ "Basketball is a Brotherhood"
→ "Yohji Yamamoto: Y-3 the original lifestyle
brand, born in sport heritage with Fashion"
→ "Muhammad Yunus " Novel Winner &
Founder of Grameen Bank
IMPOSSIBLE IS NOTHING

THANK YOU………….

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