Facultatea de Economie si Administrarea Afacerilor

Extensiunea Blti
Universitatea Alexandru Ioan Cuza din Iasi

ADIDAS
Burduja DianaTatiana
Mutruc Iana
Cutulab Ina

Content:

1.
2.
3.
4.
5.

General presentation
Products
Pricing
Placing
Promotions

Adidas

Adidas is a big German company. It was

founded in 1949 and its one of the oldest
footwear brands in the world.

Adidas is the second biggest company in

the world, after Nike, but it have another
competitors like a Puma and Warrior.

Puma

Nike

Warrior

Subsidiaries
The Adidas group has 4 main subsidiaries.
Adidas
Reebok
Rockport
TaylorMade

Adidas Products
FOOTWEAR

APPAREL

ACCESSORIES

Pricing in the
marketing mix of
Adidas.
Adidas, because of its
style, design and
promotions uses skimming
prices as well as
competitive pricing. For
run of the mill products,
Adidas uses competitive
pricing keeping in mind
competitors like Nike,
Puma.

Apparels of Adidas constantly use

skimming price and are higher priced
due to brand equity of Adidas in the
apparels market. Adidas never uses
penetrative pricing because that will
affect the brand equity of Adidas.

In fact, the higher price point helps

in the price quality approach and
psychologically, customers think that
a higher price will mean better quality
as well. Thus, Adidas rarely drops its
prices.

Place in the marketing

mix of Adidas
The major areas in which Adidas is sold is through
retail outlets. Adidas has its own exclusive stores in
which the material is provided
directly from the company.
These multi brand showrooms get the products from a
distributor. The third and
last mode of distribution is
online

Thus the distribution channel of Adidas is as

follows
1)Manufacturing > Adidas outlets > End
customer
2) Manufacturing > Distributor > Multi brand
showrooms
3) Manufacturing > Online fashion websites /
Adidas website > End customer

Due to the excellent brand equity

of Adidas, the operating margins are
fairly high thereby keeping the
distribution channel motivated. A
happy distribution channel means
better promotion for the company.

Promotions in the
marketing mix of
Adidas
Adidas company has many methods of
promotion. For example: advertising campaigns,
TV, banners, pages for their products on the
Internet , public relations ,
press releases , events ,
sponsorship , sales promotions
(discounts prize, contests,
games , merchandising
operations ).

The creative team of Adidas is known to pump

adrenaline in their customers through ads.
Their ads attract the customers towards the
brand by sending the right marketing message
to the customer. The tagline of Adidas
Nothing is impossible. In is a very powerful
statement for the brand. The emergence and
development of the Internet has a huge
potential for promotion, distribution and
marketing of sports equipment. We can
purchase a desired piece of specialty stores or
directly from internet. Order is made 24 hours.

The popularity of the

brand is because of
collaboration with top
players from around
the world, such as
Lionel Messi,
Ronaldinho, Sachin and
others. Adidas also
sponsors teams and
some of the top teams
include Real Madrid,
France, Great Britain (in
football), England and
South Africa ( and
several others).

Thank you for your

attention!