The Mission Statement for my Company Adidas applies to both their online and offline companies. Their mission statement reads, "Our mission is to become the best sports brand in the world. To that end, we will never equate quantity with quality. Our founder Adi Dassler was passionate about sports. For Adi, the athlete came first. He gave those on the field, the court and the track the unexpected and the little differences that made them more comfortable and improved performance. This is our legacy. This is what the brand stands for. This will never change."
Company Concepts and how it relates to the Target Markets
Adidas, A German based company and one of the world's leading sports apparel brand and manufacturer has extended into three powerful sub-brands with “ Adidas Sport Performance”, “Adidas Originals” and “Adidas Sport Style". My personal favorite Adidas Originals a line of casual sports apparel and its heritage line covers sports fashion styles with strong references to the decades between the 1940s to 1980s. The brand has a distinctively retro old school feel.
Ideally the Adidas brand appeals to the demography of athletes ranging from 10- 30 but the adidas Originals focuses on lifestyles. The Originals line allows Adidas to increase its reach into the lifestyle market, without losing sight of its long heritage as the original performance brand. A line geared towards consumers whom may not directly be participating in sporting activities, but are style seekers. It is believed that these style seekers and style settlers so to speak set the trends which the mass market later adopts.
In today's world everyone strives to be original or gain cool points by aiming to be the first with something unheard of. You may ask how is this possible, as we live in a world where nothing seems to be new in regards to fashion and all the 'now styles' are reincarnation of the past . Adidas has recognized this trend and have identified ways in which the came jungle and gain revenue in the department or originality. Consumers demand for limited editions and vintage reissues at a continued high, Originals are able to draw on adidas’ vast product heritage in the creation of Trefoil-branded footwear, apparel and accessories.
Collections tend to consist of a reintroduction on a one to one replica basis, reproduced in limited quantities. The reintroduction of these products may slightly differ as products may be updated or given a twist by adding more color choices or just by simply updating materials and adding innovations to the sole for added comfort.
The originals line not only provides unique product placement but also aids to provide an ideal atmosphere for the initiation of new tends through direct contact with consumers.
Adidas SWOT Analysis
Strengths
· Effective Marketing Strategy
· 39,600 employees serving world wide
· Annual revenue of approximately 13.93 billion USD and 681 million being its operating cost
· Impactful online presence
· Strong international operations
· Worldwide distribution chain
· Easy recognition of products aided by trademark and logo
Weakness
· Over pricing
· High cost structure
· Limited product availability online
· Low quality products and services
Opportunities
· Expansion of customer base geographically or through new product implementations
· Technological innovations to new and existing products
· Expand product line
· Market diversification
· Joint ventures with renowned designers to promote and convey new customers. For example the relationship established with designer Stella McCartney and the collection that she has specially for Adidas
Threats
· Financial slow down (Global recessions)
· Taxation increase in several major revenue generating areas
· Boot-legging or fakery of Adidas products as original products have been said to be expensive
· Sponsored/Endorsed Adidas athletes indulging in illegal activities may put forth a negative connotation on brand name and ay result in a decline in sales.
Marketing objectives
· Develop an impactful and sustainable Global Marketing Campaign to appeal to the a wider audience.
· Promote the Adidas Original line
· Sales growth of 45% to 50% to 22.82 Billion by 2015
· Gain sales and marketing share specifically in the running and basketball divisions within the Adidas sports label
· Open specialty stores that cater specifically to the different sports divisions.
Adidas Ad Campaign for "Bring it on"
Our Birthday promotion.
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Integrated Marketing communications Ensuring that all forms of communication and that all messages are carefully linked together are all essential in engaging new and current customers to participate in promotions. In addition to television and print publications a heavy emphasis would also be placed on our public relations and advertising through common social media sites and services. Twitter: @Adidas. follow us on twitter and find out before hand on sale opportunities. Facebook: "like" us on facebook and you have a chance to win a $100 gift card. Mobile text messages: sign up to receiver our newsletter via txt. about once a week a txt news letters would be sent notifying customers on new product placements and currenct sales promotions. Email newsletter: "See our new spring collections before it hit our stores or look out for coupon and a chance to win a $1000 shopping spree in New York, just sign up to receive our email news letters today. After enrolling to receive our email newsletters customers are automatically enrolled as VIP member receiving advance notifications of promotions and extra coupons for discounted online shopping. Magazine:  Look for Ads in your favorite magazine and use your smart phone to scan and win prizes. We're making our print publications interactive and high tech. Scan the box located in the left bottom corner of our magazine and win win WIN. Brand Projection for 2012 We were locked out but were back in the game. With the “lock out” being a major set back and a thing of the past sales for the 2011-2012’s basketball season are expected to soar now that an agreement has been meet. Official NBA merchandise by Adidas, for 2012 this brand of Adidas is going international and is considering fully expanding in Europe. Going forward, fans in Europe will be able to select from a comprehensive on-court collection, including the authentic, swingman, and replica versions of NBA player jerseys, as well as authentic team warm-up collections, shooting shirts, official practice wear, and Adidas TECHFIT’s base layer compression and even padded compression undergarments. “The NBA is the pinnacle of basketball — and every kid around the world who dreams of playing pro ball aspires to reach that level” said Lawrence Norman, Vice President of Adidas Basketball. Now, with the exclusive global rights, Adidas is now able to help the NBA spread the love of basketball around the world by bringing a piece of that dream to everyone who loves the NBA. Overall brand future For 2012, Russia and China have been pinpointed as two of the most important areas for our overall marketing drive. Adidas is now setting its sight on growth in earnings per share as an increase from 10% to 15% is expected in 2012. This growth is driven by the UEFA European soccer championship in Poland and Ukraine and the 2012 Olympic Games scheduled to be held in London. Overall revenue for 2012 is projected to increase at a high single digit rate on a currency adjusted basis. With all of this in place Adidas is predicted to be on track to attain a sales goal of 17 Billion Euros by the year 2015. Why not add to a multifaceted sport brand like adidas? Five Ten, a U.S. maker of shoes for climbing and biking is now going to be under Adidas already elaborate umbrella of companies. Adidas agreed to buy Five Ten, for $25 million. This invested is an example of Adidas taking small steps to shore up its fielding and outdoor equipment business. Adidas wants to more than double the sales of Five Ten to above 500 million by the year 2015. Strategy for Long Term Success Our mission is to become the best sports brand in the world. To that end, we will never equate quantity with quality. Our founder Adi Dassler was passionate about sports. For our founder Adi the athlete always came first. He gave those on the field or court the unexpected in many different ways that either improved comfort or provided them with cutting edge technology that played a crucial part in their improved performance. This is our legacy. This is what our brand stands for; this will never change. In aim of continuing with our legacy and attaining an even longer term of success we plan on continuing manufacturing and developing out products with all our hearts in souls embedded in every single product and staying passionate and true to the ethics our founders bestowed. The plan is to not only cater to athletes but also to products and individuals in the field of “lifestyle” and even outdoor and field equipment. This venture allows for a more diverse and unsolicited target market as it may appeal to consumers of all ages. |
