Impossible is Nothing
Adidas employs more than 53,731 people in over 160 countries produce more than 660 million product units every year and generate sales of € 14.5 billion (all figures relate to 2014). These numbers alone can easily suggest that Adidas Group is quite a complex organisation. True. But they keep things simple, lean and fast.
Biggest sportswear manufacturer of Europe & one of the biggest in the world, Adidas is segmented based on demographic, psychographic & behavioural factors. The Adidas group has four brands in its strong portfolio – Reebok, Adidas, Rockport & taylor made meant for different segment customer groups. Adidas uses differentiated targeting strategy to target young adults, adults as well as children who have passion for fitness & sports. Although it targets customers in the age group of 13-40 years but majority of its customers are of 15-30 years of age who hail from upper middle class or the luxury class of customers.
User & benefit based positioning are the strategies Adidas uses to create distinctive image in the mind of the prospective consumer. By emphasizing the value of quality products from a trusted brand Adidas is able to maintain its brand essence. The portfolio is divided as follows.
- They have Adidas-performance in Competitive sports,
- Reebok & Reebok classics in Active sports & casual sports, &
- Adidas originals, Adidas Fun, Rockport in Sports fashion.
For adidas, London is a key focus for the sportswear market, for both performance sportswear and sports fashion. This market sets more trends than anywhere else in the country. London 2012 gave adidas a platform to target this audience but with a global reach. The sponsorship deal obtained by adidas was the broadest set of sportswear rights in Olympic history. It became the Official Sportswear Partner of the London Games and the exclusive licensee of all branded (adidas + London 2012) and event branded (London 2012 only) clothing. From these rights adidas set four key marketing objectives:
- To ensure a clear association as Sportswear Partner of London 2012, Team GB and Paralympics GB.
- To engage and excite the 14-19 year old audience in order to drive brand preference in the UK.
- To deliver a Licensed Product Return on Investment (ROI) (branded and event branded licensee rights).
- To become the most talked about sports brand in 2012.