IC OF M AR KE T ING
BAS
COMPANY - A D I D A S
GROUP 5
KUSHAGRA WADHWA KOUSHIK SAHA
GROUP KOMAL BHATI
KARTIYE RAI
KUMARI ANSU
LOVELY RAJ
MEMBERS
HISTORY OF
THE COMPANY •EARLY DAYS
•SPLIT AND RIVALRY WITH
PUMA
•CORPORATE IMAGE
•POST TAPIE ERA
SWOT ANALYSIS OF ADIDAS
• STRENGTHS- • OPPORTUNITIES-
• BRAND VALUE • E- COMMERCE
• AN ICONIC BRAND WITH A • INVESTING IN SMART MATERIALS
PRESTIGIOUS LEGACY
• GROWING DEMANDS FOR PREMIUM
• INNOVATION FOR NEW PRODUCTS SPORTS GOODS
• DIVERSIFIED PORTFOLIO • THREATS-
• WEAKNESS- • COMPETITION
• SUPPLY CHAIN SHORTAGE • SUPPLIER DOMINANCE
• EXPENSIVE PRODUCTS • FAKE PRODUCTS
• SMALL PRODUCT LINE
MICR O E N V IR O NM E N T
FACTORS
AD I D AS
What is micro factor?
• The micro-environment refers to the surroundings that have a direct impact on
your business. They have the power to influence your everyday operations and
your company's overall performance. Nonetheless, the effect they have is not
long-lasting. It has to do with the industry in which you operate and can affect
all of your business activities.
• Sector- Retail trade sector, Adidas belong to textile and footwear industry.
• Product- Adidas sells a rang of clothing items and shoes, which is related to
sports.
• Company- Adidas company was started by Adolf Dassler in 1924. Dassler
assisted in the development of spiked althetic footwear. He switched from a
prior model of hefty metal spikes to canvas and rubber because of the quality of
spiked sporting footwear. Dassler persuaded American sprinter Jesse Owens to
compete in the 1936 Summer Olympics with his handcrafted spikes. Adidas'
identification mark, which has been employed as a marketing tool on the
company's clothing and shoe designs.
CUSTOMER ANALYSIS
Age Groups Phycographic
Young Customers of age Sporting-lifestyle people
group (15-40) years are target Fashion-Lovers.
for their products. Fitness conscious people.
Middle class, Upper-middle Adidas has their customers in
class and luxurious people 160 countries where population
love to buy adidas products. is more than 1 million.
Income-Based Worldwide customers
ADIDAS COMPETITOR ANALYSIS
In footwear and clothing Nike
Nike – 1096 stores is number one competitor of
adidas of worth sale revenue
of 44.54 billon us dollar.
Puma is one of strong adidas
competitor with style and
Puma -852 stores affordable price 5.2 billion
Dollar is sales revenue
Under Armour is also
competitors in lucrative market
Under Armour - 370 and athletic wears.
4.8billion dollar is sales
revenue.
MARKET SHARE ANALYSIS
● ADIDAS GROUP IS LARGEST SPORTING GOODS ACROSS
EUROPE AND SECOND LARGEST IN WORLDWIDE.
● IN 2020, $22.9 BILLION DOLLAR IS WORLDWIDE ANNUAL
INCOME OF ADIDAS.
● $13.67 BILLION DOLLAR IS REVENUE FROM FOOTWEAR
SEGMENT.
● IN 2020, 9,855 MILLION EUROS IS GROSS PROFIT OF ADIDAS.
● 448 MILLION PAIR UNITS OF SHOES PRODUCED IN PREVIOUS
YEAR.
● ABOUT 60,000 EMPLOYEES ENGAGED IN WORLDWIDE.
● 1327 TOTAL RETAIL STORES OF ADIDAS IS PRESENT
GLOBALLY.
Intermediaries
Adidas has a huge range of
intermediaries all over the world
and it divides its intermediaries Indian celebrities like Ranveer
into four types- Retailers, Singh, Hema Das collaborated
Agencies, Official stores and with Adidas
outlets
In India, adidas
collaborated with abundant
of famous shopping centre
and malls.
Suppliers
Subcontractors Material and Licensees Agents
Main other service
Suppliers providers
Suppliers
Main Material and Licensees Agents
Suppliers
Subcontract other service
ors provider
Suppliers
Main Subcontractors Material and Licensees Agents
Suppliers other service
providers
Suppliers
Material and
Main Subcontractors Agents
suppliers
other service Licensees
providers
Suppliers
Main Subcontractors Material and Licensees
Suppliers other service
Agents
providers
M AC R O EN V IR O N ME NT
F AC T O R S
ADIDAS
ECONOMICAL FACTORS AFFECTING ADIDAS
• ECONOMIC RECESSION- PANDEMIC
• EXCHANGE RATE
• LOCAL ECONOMIC ISSUES
• LEISURE PRODUCTS
• COUNTERFEIT ISSUE
POLITICAL FACTORS AFFECTING ADIDAS
• IMPORT EXPORT TARIFF
• SUPPLY CHAIN REGULATIONS
• GOVERNMENT LAWS
SOCIAL FACTOR AFFECTING ADIDAS
• BRAND IMAGE OF THE COMPANY
• CORPORATE VOLUNTEER PROGRAMS
• ESTABLISHED CUSTOMER BASE
• COMMUNITIES AND FOSTER THE HEALTH OF INDIVIDUALS
LEGAL FACTOR AFFECTING ADIDAS
• RIGHT AGAINST COPIERS AND INFRINGEMENT
• OWNERSHIP OF INTELLECTUAL PROPERTIES AND IP SYSTEMS
• CELEBRITY SPONSORSHIPS AS A FORM OF MARKETING.
• TRADEMARK PRODUCTION
Nature and Physical Factor
Adidas also committed to reducing both its own and its suppliers' greenhouse gas
emissions by 30 percent by 2030 and to achieve climate neutrality by 2050.
Energy: Sustainability:
2021 carbon priorities and goals, Aims to Steadily increasing the use of more sustainable
accelerate initiatives that drive low-carbon materials in their production, products and
manufacturing. Through the adoption and stores while driving towards closed-loop
scalability of renewable energy and coal solutions. From 2024 onwards, Adidas will use
replacement, Their aim - emissions flat only recycled polyester in every product and
against the 2017 baseline year by 2025.s on every application where a solution exists.
Eco- Futurecraft Loop:
Among the goals includefriendly:
reducing water, The Futurecraft was first released by Adidas.
paper, and energy consumption, as well as Loop will debut in 2019 as a single-piece
employing sustainable cotton. Adidas has also plastic running shoe. Loop is designed to be
teamed up with Parley for the Oceans to help reused many times and to take on new life in
safeguard the ocean. the form of new shoes.
TECHNOLOGICAL FACTORS
ADAPTING TECHNOLOGY SMART TECH RAW MATERIAL
In today's fast-paced world of research and The development of the tech raw material is
development, you must introduce a new being worked on by a number of researchers.
product every quarter or annually. It's a good It would cut down on waste, and sportswear
thing Adidas has always kept up with the businesses would be able to reuse the same
latest technologies; it's one of the key reasons material by melting it down. If Adidas can
for the company's success. develop the new synthetic material, it will be
a big step forward for the corporation.
E-COMMERCE RETAIL PLATFORM
People have realised the importance of e- TESTING METHODS
commerce platforms and online retail Adidas is known for being a quality-
establishments as a result of the epidemic and conscious company. Before releasing a
business lockdown. Adidas already has an e- sportswear product on the market, the
commerce platform in place. It doesn't corporation conducts extensive testing with
compare to the likes of Nike, Amazon, or sports professionals and coaches. The goal of
Walmart. The corporation should seize this a company's product is to improve athletes'
chance and make the most of it. performance.
THANK YOU
