Adidas

The company Is the Indian subsidiary of Dallas Group. Although Rebook Is also owned by ideas Group, ideas India Marketing only markets and distributes ideas products in India. 0 The company's core business is mainly footwear. Nonetheless, the company also has presence in clothing products such as men's and women's tops, hosiery and non-apparel products, such as sports equipment. D In India, the ideas and Rebook brands are handled by two different companies. Dallas India Marketing (ideas India) handles only the ideas brand in India, and that includes aids sportswear, casual wear as well as non-apparel products. 0 The company has a national presence and is present in all major cities as well as many smaller towns. C] The company distributes Its products both through Its Ebbs (exclusive brand outlets) as well as through independent footwear retailers across the country. ideas (I-J) Ltd Background Dallas Group was founded In 1948 In Germany, and Dallas (K) Ltd Is a subsidiary of ideas GA G.O In 1995 ideas went public and became available for stock market trading on the Frankfurt and Paris Stock Exchanges. Olin 2006 ideas acquired a ajar sportswear competitor, Rebook, which greatly increased its share. The company benefited from this acquisition by Increasing Its brand Identity and offering a wider range of products to both consumers and athletes. D In November 2011 ideas discussed acquiring Five Ten, a leading brand in outdoor and action sports apparel.The acquisition was later approved, and it purchased Five Ten for US$25 million, as the company plans on Increasing Its presence within outdoor clothing D In 2012 Dallas owned three sportswear brands, Dallas, Rebook and Tailored, with the latter leading in golf apparel and golf equipment. C] In 2010 ideas Group introduced a five-year strategic business plan called â€Å"Route 201 5†, which aims to grow the business of the entire company to turnover of ?17 billion and operating margins of 11% by 2015.The group h as an International presence In markets across the world, including the US, South America, Asia and Europe. ideas (India) Competitive Positioning ideas India ranks seventh in apparel and third in footwear. In men's outerwear (excel Jeans), overall It ranks 17th. The company's strength In sports footwear helps It maintain its leadership in footwear overall, where it had a 3% value share in 2012. In addition, the ideas brand is available across India either from its Ebbs (exclusive brand outlets) or multiplicand outlets. The company has a wide portfolio ranging from sportswear to casual wear to accessories and a few beauty and personal care products such as deodorants, as well. Nonetheless, the bulk of the company sales were still coming from footwear during the review period. D The company had over 1 OFF another 50 in 2012. The com any is sponsoring various sports events other than cricket to grab more market share and to become a predominant player in sportswear. The company also pl ans various advertising campaigns for different sports to promote its related sportswear.The company is also launching new designs of footwear in the coming months of 2013. The company has positioned itself as a premium brand. This has helped it to increase its presence in smaller cities where middle-class households are increasingly aspiring to wear premium brands. Introduction ideas Group was founded in 1948 in Germany, and ideas (I-J) Ltd is a subsidiary of ideas GAG. In 1995 ideas went public and became available for stock market trading on the Frankfurt and Paris Stock Exchanges. In 2006 ideas acquired a major sportswear competitor, Rebook, which greatly increased its share.The company benefited from this acquisition by increasing its brand identity and offering a wider range of products to both consumers and athletes. In November 2011 ideas discussed acquiring Five Ten, a leading brand in outdoor and action sports apparel. The acquisition was later approved, and it purchased F ive Ten for IIS$25 million, as the company plans on increasing its presence within outdoor clothing. In 2012 ideas owned three sportswear brands, ideas, Rebook and Tailored, with the latter eating in golf apparel and golf equipment.In 2013 it tried to create a social newsroom that is reactive to key moments in football games by producing Vine clips, tactical tweets and Faceable posts, as it prepares for a social media battle with Nikkei at the 2014 World Cup. Strategy Difference: I-J Strategy: The company has decided to endorse high profile tennis player Andy Murray after his Windblown success instead of high profile footballers like David Beckman and Lionel Mimesis who they endorsed previously.It now relies on witty marketing to all-in highly publicized marketing technique. It has chosen to take greater control of its retail operations. It has also planned to reach to the customers on the internet through tactical tweets rather than regular advertisements. India Strategy: It plans to sponsor sports teams other than cricket in India so that it can capture ore market share and is targeting the middle class buyers as they aspire to buy more of premium branded sports products.More marketing is planned to increase product awareness in India. It has planned to increase the number of Ebbs (Exclusive Brand Outlets) by 50 so that it can have a larger footprint to increase market share with increased focus on metro cities. It also has tie-ups with e-retailing giants like snapped. Com, flippant. Com, Gabon. Com, mantra. Com etc since these platforms offer products at much lesser prices and the buying population is slowly shifting towards this side. Adidas Porter’s five forces for Adidas 1. Analysis framework and market structure * High barrier to enter this field. The sports shoes industry of the USA are made by those brand company, these brand company will have advantage with advertisement, import, sales network and product development. But most importantly, they set up an obstruct for other companies with their product character and loyalty of the customer. * Other shoes are not suitable for sports, so there is no substitute for sports shoes company. Customer, they really care about the price of the sportswear, and more sensitive for fashion, but there is no negative effect for the profit rate of the company. As we can see, if less profit, the product at development country will be less to compensate for the loss. And on the other hand, most companies are success with the difference of their product which will make customer to get to know their product and prevent to associate with other companies. Supplier power. Almost the sports shoes companies are equal with their input, especially after the the outsourcing trend which is launch by Nike, over 90% of the product are made in those developing countries such as China and Vietnam, who has lower salary and high labor force. The marketing strategy of Adidas This is two of the strategy for Adidas, and the other is research.They became one of the greatest sports company in 1997 after acquired the Salomen group, these two companies will help each other to coordinate with the product and region, because Salomen group are very strong in Japan and North America, it will help Adidas to increase the market share in USA. And another important thing is they always use sports star as their spokesperson such as David Beckham and Kobe Bryant.They also become the sponsor of many sports events such as UEFA championsleague and Olympic Games. The other core strategy is research, Adidas has established a new group for technical innovation to make at least one big innovation for customer every year. They introduced their Mass customization system to public in 2003, this system will custom the different shoes for different customer with different foot condition and personal preference. This are make Adidas to become the leader of the area. Adidas Porter’s five forces for Adidas 1. Analysis framework and market structure * High barrier to enter this field. The sports shoes industry of the USA are made by those brand company, these brand company will have advantage with advertisement, import, sales network and product development. But most importantly, they set up an obstruct for other companies with their product character and loyalty of the customer. * Other shoes are not suitable for sports, so there is no substitute for sports shoes company. Customer, they really care about the price of the sportswear, and more sensitive for fashion, but there is no negative effect for the profit rate of the company. As we can see, if less profit, the product at development country will be less to compensate for the loss. And on the other hand, most companies are success with the difference of their product which will make customer to get to know their product and prevent to associate with other companies. Supplier power. Almost the sports shoes companies are equal with their input, especially after the the outsourcing trend which is launch by Nike, over 90% of the product are made in those developing countries such as China and Vietnam, who has lower salary and high labor force. The marketing strategy of Adidas This is two of the strategy for Adidas, and the other is research.They became one of the greatest sports company in 1997 after acquired the Salomen group, these two companies will help each other to coordinate with the product and region, because Salomen group are very strong in Japan and North America, it will help Adidas to increase the market share in USA. And another important thing is they always use sports star as their spokesperson such as David Beckham and Kobe Bryant.They also become the sponsor of many sports events such as UEFA championsleague and Olympic Games. The other core strategy is research, Adidas has established a new group for technical innovation to make at least one big innovation for customer every year. They introduced their Mass customization system to public in 2003, this system will custom the different shoes for different customer with different foot condition and personal preference. This are make Adidas to become the leader of the area.