Adidas Brand Extension

Abhinav GoyalPGP30416Section B

1970

Soccer Balls

1991

Adidas Equipments

1954

Footwear

1965

ApparelBrand Extension Over the Years

Market size: INR 242 bnGrowth rate(2009-14): 17%Growth rate expected ( 2014-18): 13%

Adidas Market size: INR 25.3 BnGrowth rate(2009-14): 15.4%Growth rate expected ( 2014-18): 15%

Market Share: Sportswear in India

Adidas Market Share: Sportswear in India

MARKET SHARE

2010 2011 2012 2013 2014

101 bn 127 bn 157 bn 196 bn 241 bn

Market Share of Sports Wear in India (in INR)

2010 2011 2012 2013 2014

8.89% 9.13% 9.06% 10% 10.3%

Adidas : Percentage share year wise

PERCEPTUAL MAP

PRODUCT

PRICE

PLACE

PROMOTION

4 Ps

PRODUCT MIX

• The core benefit is to satisfy consumers’ needs or want. • Caters for different needs and wants of consumer • Uphold its brand by constantly upgrading and improving

products’ innovative features and quality to satisfy its customers.

• Today, Adidas has established itself as a strong brand for sports apparels.

PRICE MIX

• Adidas is a shopping product• Able to penetrate the market as it is cheaper

than its competitors• Uses market skimming

e.g white T-mac 4 shoes is being charged at a higher price than the other colour of the same version

PROMOTION MIX

• Promotion objective Become the NO.1 sporting brand in the world.

• Promotion Mix Advertising commonly through the mass media. Through the use of the internet Point of Sale ‘Impossible is Nothing’ campaign

PLACE MIX

• Distributing some of the Adidas products to the various sporting outletse.g Royal Sporting House, World of Sports, Sportslink

• Adidas outlets• Online purchasing through the internet

Brand Equity

Nike adidas Reebok Others0

5

10

15

20

25

30

35

40 38.14

33.9

21.19

6.78

Nike adidas Reebok Power Puma Others0

5

10

15

20

25

30

22.94

25.29

28.24

7.65

2.35

13.53

Market Share

• Demographic: Age, Income, gender.• Psychographic: Experiences, Strivers, Image Drivers.• Behavioral: Gym Regular, Athletes

STP (SEGMENTATION,TARGETTING & POSITIONING)

Segment Young men ,women and children who have passion for fitness and sports

Target group Urban upper-middle and upper class

Positioning Adidas stands for passion for sports

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