OBJECTIVES OF THE STUDY To determine the role of global brand strategies on the brand addidas RESEARCH METHODOLOGY Data Collection Method: Secondary Data With the help of magazines, newspapers, journals, books and internet. INTRODUCTION Since it was established in Germany in 1949, by Adolf Dassler, adidas has been synonymous with the sporting industry. Today, adidas is a global public company and is one of the largest sports brands in the world. It is a household brand name with its three stripes logo recognized in markets across the world.
The company’s product portfolio is vast, ranging from state-of-the-art sports footwear and clothing to accessories such as bags, watches, eyewear and other sports-related goods and equipment. Employing over 46,000 people worldwide, the adidas Group consists of around 170 subsidiaries including Reebok, TaylorMade-adidas Golf, Rockport and CCM-Hockey. The Group’s headquarters are in Herzogenaurach, Germany. In the second quarter of 2013 the Group ’revenue was €3. 383 billion. GLOBAL BRANDS STARTEGY
Global Brands is responsible for all the product and marketing functions and long-term development of the adidas and Reebok brands. The primary objective of this portfolio strategy is to ensure that our brands seize market and category opportunities through well-defined and coordinated go-to-market strategies. Each brand is responsible for the execution of its strategic focus by creating a constant stream of innovative and inspiring products and generating communication strategies that represent each brand and category in an engaging and compelling way. DRIVING THE LONG TERM DEVELOPMENT OF ADDIDAS & REEBOK
To secure long-term sustainable growth for the Group, Global Brands is focused on driving the development of the adidas and Reebok brands. Global Brands played a central role in the creation of Route 2015, the adidas Group’s strategic business plan that was unveiled in 2010. The adidas and Reebok brands are expected to deliver more than 80% of the targeted growth for the Group until 2015. Areas within adidas and Reebok that were identified as key contributors and game changers for the adidas Group include: Gaining sales and market share in the key global categories running and basketball with adidas Sport Performance.
Expanding adidas Sport Style into fast fashion with the adidas NEO label. Maintaining adidas Originals’ strong momentum with the fashion driven lifestyle consumer. Establishing Reebok as the leading fitness brand FOCUS ON THE CONSUMER The consumer is at the heart of everything we do. This is the first and most important realization, and we must adhere to it to ensure the long-term success of our brands to be successful across consumer segments, we acknowledge that a strategy of mass production or mass marketing is no longer sufficient.
Only by identifying and understanding consumers’ buying habits, their fitness level, their motivations and goals for doing sport and their individual lifestyle can we create meaningful products, services and experiences that build a lasting impression. In this respect, we have identified five key global trends which will be important to address with our brands and sub-brands over the duration of Route 2015: Fit for life:- Sport is no longer just about competing and winning. Sport is becoming more embedded in consumers’ everyday lifestyles.
Motivations and goals are becoming more holistic, fun, socialising and life-enhancing. You are what you know and what you do: -Society is embracing a life-long learning attitude, and placing more emphasis on what we know and do versus what we have and where we come from. Celebrating individuality:- Consumers increasingly fulfil their desire to differentiate themselves from one another by being more creative – on the one hand mixing and matching products and services they need, and on the other hand seeking personalised offerings tailored for them.
The growth in social media continues to fuel more and more opportunities to display individuality, making it even more important. Together is better:- There is an increasing need for meaningful social interaction, both online and offline, as consumers become more mobile, and digital technologies and social networks make it easier for them to connect with like-minded people. Back to basics:- For everyday life, products and services are desired to be simple and authentic, making consumers’ lives easier.
There is a growing interest in outdoor activities and minimalistically designed products, reflecting the desire to reconnect and be in tune with nature. BRAND ARCHITECTURE AND DIFFERENTIATION We believe that our Group’s multi-brand structure gives us an important competitive advantage. Through our brand architecture, we seamlessly cover the consumer segments we have defined, catering to more consumer needs, while at the same time keeping clarity of brand message and values. This sub-brand is the multi-sport specialist.
Our positioning in this respect clearly starts in producing the best products to help make athletes better, with a strong focus on football, basketball and running. The sub-brands, adidas Originals and Sport Style, strive to take the brand’s unique heritage and design leadership to capture further potential in the sports lifestyle and fashion market. Reebok, in contrast, is an American-inspired global brand with the clear objective to become the world’s leading fitness brand. With Reebok, we aspire to make our consumers “fit for life”.
Innovation is rooted in developing products, technologies and programming which enable consumers to live a healthy lifestyle and have fun doing it. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s training, running, walking, dance, yoga or aerobics. In addition, Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the sports lifestyle market. LEADERSHIP IN PRODUCT INVOVTATION TO EXCITE & INSPIRE THE CONSUMER
Through Global Brands, we are determined to address every consumer in a specific and unique way – with product initiatives that generate trade and consumer interest. We believe that technological innovation is essential to sustainable leadership in our industry. By leveraging the extensive R&D expertise within the Group, adidas and Reebok continuously challenge the boundaries of functionality and performance. In addition, innovation plays a significant role in differentiating the adidas and Reebok product offerings in the minds of consumers.
For example, at adidas, we focus our R&D efforts on advanced cushioning solutions, lightweight and digital sports technologies as well as sustainable product innovation to ensure we continuously improve the consumer’s experience with our products. At Reebok, the innovation focus is on fitness, where the priority is creating products that enhance and improve the consumer’s fitness activities and help them reach – or exceed – their fitness goals. By creating inspiring product and brand experiences, adidas and Reebok strive
to enhance their positions as premium brands. MARKETING & COMMUNICATION LEADERSHIP To be competitive in the sporting goods industry, brands must have a clear profile towards their target consumer. To achieve this, adidas and Reebok are focused on creating inspirational and innovative brand marketing campaigns and developing communication techniques that strengthen their positioning, build brand equity and thus support the achievement of the Group’s commercial goals.
In addition, Global Brands also Endeavour’s to ensure all of its brands are at the forefront of new communication techniques, particularly as the information flow becomes faster and faster. To increase the pace and relevance of our brands’ communication with the consumer, digital marketing now acts as a backbone for all brand marketing activities. Whether through in-store or online customization platforms, digital social networks, mobile apps or digital broadcast mediums, these methods are providing a new scope of consumer experience in a real-time and cost-efficient way.
In 2012, adidas celebrated the breadth and depth of the brand across sports, street and style through several brand campaigns. These campaigns focused on increasing engagement with our core audience by leveraging multiple digital platforms, including the launch of the new adidas. com “go all in” platform, providing new levels of access to our products, athletes, celebrities and events. In 2012, Reebok launched one of its largest integrated marketing campaigns in recent years: “The Sport of Fitness Has Arrived”.
This multi-touch point campaign leveraged traditional media such as TV, print and in-store, but carried an even higher emphasis on digital and social media elements, including a re-launched Reebok. com site, as well as a number of impactful grassroots activities. In 2013, Reebok will speak with a united voice for all its Fitness categories and Classics. The global campaign “Live with Fire” aims to inspire people to join the community of movement and demonstrates the positive impact being fit can have on people’s lives. ADIDAS SPORT PERFORMANCE: TO MAKE ATHLETES BETTER
No other brand has a more distinguished history and stronger connection with sport than adidas. Adidas is where the best meet the best, such as at the Olympic Games, but also everywhere else around the world where sports are played, watched, enjoyed and celebrated. The main objective is simple: to make athletes better. Innovation is at the core of all adidas Sport Performance products. The brand innovates through its five performance benefits (faster, stronger, smarter, cooler, more natural). The target consumers are active in sport, inspired by sport or simply love sport.
While adidas has a pivotal strength with the 20- to 29-year-olds, a clear focus is on strengthening its resonance with 14- to 19-year-olds, in particular the high school athlete. ADIDAS SPORT STYLE: STYLE YOUR LIFE Street wear and lifestyle sports fashion represents a unique opportunity for sporting goods companies. What once started as a niche business now makes up more than 28% of adidas brand sales globally. To best tap the potential of the sports fashion market, adidas Sport Style targets this market with a clear multi-label strategy CONCLUSION we have concluded that the brand addidas is global brand & it is most loving brand .
we have studied the global brand strategies of addidas brand very usefull in promoting this brand at higher level & the g five points in which the brand think for the consumer widely and also according to today fashon they design according to the likings of there custmor . in sports No other brand has a more distinguished history and stronger connection with sport than adidas. Adidas is where the best meet the best, such as at the Olympic Games, but also everywhere else around the world where sports are played, watched, enjoyed and celebrated. The main objective is simple: to make athletes better.