What is a must when we have to switch to a healthier lifestyle? Trainer? No. A fancy gym? No. Elaborate diet plans? Nah! Wait, what if I buy new shoes from the touted brand which invariably every Indian trust. Be it sportswear or accessories, Adidas has a tight grip on the market and sure is to stay for a long time to come, let us see how:
  • Adidas was registered on 18 August 1949 by Adolf Dassler, it is one of the oldest footwear brands of the world.
  • Adidas AG is a German multinational Corporation , headquartered in Herzogenaurach, Germany. They design and manufacture shoes, clothing and accessories.
  • It is the largest sportswear manufacturer in Europe and the second biggest in the world.
  • Adidas has various products. The major product of Adidas is their footwear. Coming in various design and style, Adidas footwear is robust and athletic. The secondary product of Adidas is apparels and accessories. Apparel’s like T-Shirts, jackets, sweatshirts, shorts etc.
  • Adidas, because of its style, design and promotions uses skimming prices as well as competitive pricing.
  • For a run of the mill products, Adidas uses competitive pricing keeping in mind competitors like Nike, Reebok and Puma. Products which are newly introduced in the market and are uniquely designed, for them Adidas uses skimming price.
  • The target customer for Adidas is the upper middle class as well as high-end customers. Adidas never uses penetrative pricing because that will affect the brand equity of Adidas.
  • Adidas operates through retail outlets. They have their own exclusive stores in which material is provided directly from the company. Adidas uses following distribution channels.
         Manufacturing —Adidas outlets—End customer
         Manufacturing —Distributor—Multi-brand showrooms
         Manufacturing —websites /Adidas website—End customer
  • The majority of their promotions are done through on television and product placements.
  • They tie up with the top players across the world such as Lionel Messi, Ronaldinho, Sachin Tendulkar and various others in order to promote their products.
  • Adidas also sponsors teams and some of the top teams include Real Madrid, France, Great Britain (in football), England and South Africa (in cricket) and several others.
  • Adidas includes some very creative outdoor campaigns as well as events marketing. Sales promotions and trade promotions are also regularly offered by Adidas to their channel partners to promote the sales of the brand.
  • The tagline of Adidas “Impossible is nothing” is in itself a very powerful statement for the brand.

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