Peter Kuol

Marketing class
Date 01/21/2013

Brand Inventory

1. Adidas
a. Location of the Adidas Company: Adidas Headquarter is located at Herzogenaurach,
Germany. Adidas is a German multinational corporation that designs and manufacturers
sports shoes, clothing, and accessories. You can also found it online at adidas.com

b. Subsidiaries: Adidas has 110 subsidiaries of which many of these subsidiaries are operate
here in The United States. There numbers here are more than have of Adidas subsidiaries
operated outside of The United States. Over the years, Adidas allowing to continually
growth after Nike company in the Sport world.


c. Major Activities and the Organization of Adidas: Adidas major activities and organization are
mostly known for its production of the sport world with the equipped for: men, women, and
children. There are many adidas items that come to the market yearly or quarterly.



d. Brand History: Adidas and Puma may be among the most recognized brands in the world,
but neither might exist if not for a bitter rivalry between two brothers from a little-known
village in Germany. In the 1920s, Adolf (Adi) Dassler, a soft-spoken sports fanatic who spent
hours working on shoe designs in his workshop, and Rudolf Dassler, a gregarious salesman,
started a small shoemaking business in the Bavarian enclave of Herzogenaurach, focusing
primarily on hand-sewn athletic footwear. But as their business took off, the two brothers
grew increasingly frustrated with each other. They disagreed on everything from politics,
the future of the company and one another's choice in wives. TheAdidas mission has
changed lately since the founder AdiDassler began making sports shoes in the 1920s: to be
the best sports brand in the world. The history of Adidas is one of consistently meeting the
evolving needs of the athlete shoes that can make a noticeable difference in their
performance. Meeting athlete needs is what makes Adidas the best. Adidas America has
continued to build on this history. In February 1993, Adidas acquired sports Inc. a US-based
sports marketing company founded by former Nike executives Rob Strasser and Peter
Moore. Sports Inc. had been working in conjunction with Adidas USA on the design,
development, and Marketing of the Adidas equipment line. This line helped rejuvenate and
reposition the Adidas brand here in The United States by creating an exclusive line focused
on fulfilling the functional needs of the athlete and by utilizing the best materials and
athlete input in the tradition of AdiDassler












e. Financial Date: Today, with total net sales of 6.1 billion and net income of 208 million,
Adidas Salomon is a global leader in the sporting goods industry and offers the broadest
portfolio of the products. Adidas Salomon products are available in virtually every country of
the world. Their strategy is simple: continuously strengthen our brands and products to
improve our competitive position and financial performance. The companys share of the
world market for sporting goods is estimated at around 15 percent. Activities of the
company and its approximately 100 subsidiaries are directed from Adidas-salomon AGs
headquarters in Herzogenaurach, Germany. Also located in Herzogenaurach are the
strategic business units for running, soccer, tennis, and so many others research and
development center. Additional key corporate units are based in Portlan, Oregon in The
United States. The domicile of Adidas America Inc. and home to the strategic business units
soccer and alternative sports.


f. Annual report: Adidas was able to break a new record in terms of gross profit for the year
2012. Adidas achieve heights next to Nike in team of pursuing the biggest growth
opportunities and succeeding in its pursuit ending up with gross profits of 16.9 billion dollars
in 2012.

g. Key personal of Adidas are as follows:
Robert Louis-Dreyfus = CEO
John-Paul O'Meara = head of investors
Herbert Hainer = chairman of executive board



h. Recent news on Adidas marketing:For the first 9 months of 2012, currency mutual sales
increased 8%, or 14% in euros to over EUR 11.5 billion with growth across all geographical
areas. To break this gross margin management and discipline control of our operating costs,
we were able to achieve an operating margin improvement of 40 basis points to 10.1%. And
as a result, Group net income and earnings per share have jumped 22% to EUR 798 million
and EUR 3.82.

2. Soccer
a. Category Definition: Department of Adidas which was specializes in the production and
marketing of soccer ball.
b. Size of category: the information of size categories are as blow.


c. History of the Category: Adidas soccer is one of the oldest athletic shoe companies in the
world; it has been credited for revolutionizing the soccer shoe. Under founder Adolf Dassler,
the company created the first modern soccer shoe in the 1950s. Subsequent innovative
designs using the latest technology fueled the evolution of the Adidas soccer shoe and
earned the company a reputation as an industry leader. Today, Adidas soccer shoes remain
one of the largest and most popular brands in sports.

d. Methods of distribution: The company has adopted an ambitious global plan to distribute its
products to the consumer with a strong focus on controlled space, including: Own-retail
business, e-commerce, Shop-in-Shop, Joint ventures with retail partners, mono-branded
franchise stores, co-branded stores with sports organisations and other brands. Hence, a
high level of brand control is provided. In addition, an integrated distribution roadmap has
been set up to ensure further growth and to increase brand presence in under-penetrated,
affluent cities, without cannibalising their own brands and distribution mix.
e. Major players are as follows: the other majors competitors include; Nike, Reebok, Under
Armour, Puma, and Converse.

f. Season factors: Soccer is not affected by seasonal factors especially in Europe. Soccer due to
the fact that it is now play indoor sport which allows it to be played almost year round.
There are a lot of adidas sales on the world day by day, month by month, and year by year.
No, seasonal for sales of adidas items.


g. Regional factors: Geography and location play more roles on sales of soccer products than
any other sales. Places like South America, Europe, Africa, Middle East, and The United State
are known in one way or another for country to country as good place for playing soccer.

h. Legal Consideration: we utilize extensive legal procedures to combat counterfeit operations
in order to minimize the risk of infringement of trademarks and patent rights related to
adidas Group products.

i. Major Trade Publications: Adidas did a great job at hyping the return of its star endorser
Derrick Rose as he works his way back to the NBA after undergoing surgery to repair a torn
ACL. With that, return mini episodes, Adidas has shown just how hard the 2011 MVP has
been working to get back to an elite level on the hardwood.
To keeping Rose in fans minds even when Rose is not on the court will not only help Rose
keep his fans drawn to him, but also it is a great way to advertise new products that Adidas
and Rose have developed together.
j. Major trade organization in category: information are not available
3. Products within category
a. Share of category by product:
Adidas brand sales target increased by 5%
Other businesses to achieve in 2015 target are already achieved.
Reebok introduces expanded fitness category structure
Operating margin to increase approx. one percentage point per annum until 2015
b. Product-form description: the Adidas soccer business has now become the most notably
recognized choice for:in shoes, shorts, socks, and shirts.
c. New product introduction: Suppliers are expected to deliver the right products at the right
time and in the right quality. The aim is to shorten the end-to-end supply chain lead time
from raw materials sourcing to the delivery of final products.

d. Benefits and Appeals: the most recent addition to the second most popular Adidas shoes
line of all time. Coincide with the soccer seasonal are currently going on during its release.

e. New packages: there has been no new package recently.
4. Brand Analysis
a. Top Brands by unit sales: I did not get the information on this topic
b. Growth trends of top bran: Soccer ball has been increasing its sales for last five years and
the way it has been analyzed will still give us a positive outcome.


Since the Olympics of 2012 began, Adidas has seen 50 percent more tweets than Nike and this help
Adidas at this time. Olympics is a worldwide even and that help them in this marketing their products
adds.
Blog.tweetreach.com
c. Category share by country and by region: Soccer ball has been so successful and has raised
more profit in U.S. and around the world.
d. Pricing trends:
Shoes: $ 120 to $260
Socks $ 7 to $30
Shirts: $10 to $56
e. Recent news about brand:
Adidas group today announced a top management change in India with Erick Haskell, ex-
COO of its China operations, coming in to head the business here as it looks to move on
after last year's alleged Rs 870 crorefraud at its arm, Reebok India.
5. Consumer profile
a. Demographic of users: 14 to 55 year old men and women.
b. Frequency of purchase/ usage: customers generally buy a Adidas product every now and
then.
c. Place of purchase: internet or sporting goods outlet store around the world.
d. Heavy user profile: soccer players who play the game for fun like boys and girls of 14 to 25
year old love it.




e. Awareness and Attitude: Awareness and attitude towards Adidas is good and resounding.
The most instances consumers do not just love the product but they say they use words
such as lovely or amazing to describe Adidas. According to trends on the internet rarely are
words ever used to negatively describe the product? This speaks volumes to have this
brand.
f. Decision makers vs. Purchaser: in the most cases, the decision maker and the purchaser are
the same person or people.
6. Advertising/ Marketing Communications
a. Creative strategies of top brands: Ronaldo vs. Messi
b. Specific Promises: Adidas has automatic exchange policies when it comes to its shoes. If a
shoe rips or gets a hole in it, they will replace it even without a receipt to the customers
through looking up the credit card used on theirs system.
c. Appeals: Info. Are not available
d. Claims: info. Are not available
e. Special Effects: info. Are not available


7. Media
a. The comparisons between Ronaldo and Messi have made constantly ever since the two
started to shine at Manchester United and Barcelona. It began as a soccer rivalry but has
since transferred to all aspects of lives. University courses which analyze and compare
their exposure in the media, and there is even a brand war.
Cristiano endorses Nike, Messi Adidas; Cristiano wears Armani, Messi wears Dolce and
Gabbana; Cristiano has a time force watch while Messis is AudemarsPiguet; when it
comes to what they put in their cars
b. Categoryandbrand spending: currently spending over 80 million dollars on advertising
for both Ronaldo
Duelingsoccer.com
c. Seasonality: No seasonality
d. Regionalist: No Regionalist
8. Promotions
a. Promotions used in category: You can becoming a part of the Adidas family by creating an
account you are given certain discounts as a loyalty program. You can get free shipping,
additional discounts on items you are buying.
b. Major Brand Promotion Types and Examples: Conditions and the same strength as Nike did
to capture the consumer interest. Adidas did not just spend more money. They made an
impact with brilliant executions. They made TV and other advertising campaigns. The
company communicates their heritage of innovation, technology and big success stories
Adidas tried to spread meanings like We know then- we know now and There is nothing
between you and success, so exceed your own expectations and limitations and Earn it.
The success was obvious and after hard work and striving toward a top position in the
industry Adidas was back in business


9. Internet and Media
a. Website: Adidas.com
b. Purpose of site: allows customers to shop online as well as provides a bigger variety and
more opportunities for customers who are looking for more stylish.
c. Ecommerce Activities: You can get them at Adidas.com which is the primary website for
internet ecommerce activities for Adidas soccer products.
d. Social Media Activities: Adidas soccer has used sites such as facebook, Blogg, and Twitters.
There are used to help to sell Adidas products.




10. Other Information
a. Youtube interviews
The interview with consumers on our soccer section of Adidas was more productive.
Quality is one of the main focuses for Adidas Group. Our suppliers should ensure all
products manufactured meet the defined set of standards.
b. Other Sources: after going over Adidas balance sheet and income statement. Adidas is clear
that the success of this company continues to improve yearly.
11. Current Brand Value
Football is Soccer on other countries

At currently, Adidas bran value is leading as a result of the globe or worldwide as a result of the world
cup. In part that due to unfortunate circumstance that happened to Nikes biggest competitor. LeBron
James and Kobe Bryant have done nothing. However, Derek Rose, the biggest athlete who represents
Adidas, has torn his ACL and is done for the playoffs.
Brand Exploratory
1. Qualitative Research: Aninterview for MeetTheBoss.tv, Herbert Hainer, CEO Adidas, speaks
openly and honestly about his efforts to knock Nike off the Top Spot in 2010 by leveraging the
firms $200 million World Cup sponsorship push to its full advantage.
Recommendations
1. Independent brand
a. For years, the concept of window shopping has remained the same: you see a product that you
like, but you never actually got the chance to interact with it in some way. With the recent
technological advancements in numerous domains, as well as the general availability and easy
usability of smartphones, the future is a lot closer than we think. At its NEO Label store-front in
Nrnberg, Adidas and TBWA\Helsinki took the technological advantage by placing an interactive
digital window concept which can connect to the consumers smartphone without the need of
using apps or scanning QR codes.
2. Glogal Athletes
a. adidas Sports knows how good it feels to dream, to strive to achieve it, constantly improve,
compete with heart and ultimately, excel gracefully.

Soccer football golf running basketball






Work Cited:
www.fanpop.com/clubs/adidas/images
www.desktopnexus.com/tag/adidas/
en.wikipedia.org/wiki/Adidas
www.amazon.com/adidas/e/2415983011
www.footlocker.com/adidas/