Every year Adidas improved their marketing and successfully introduced their products as a brand. Especially Adidas introduced as a brand name in 1996, which one of the most successful historic year for Adidas. In 1996, Adidas magnificently highlights its spirit to become the leading sports brand at the European soccer championships and the Atlanta Olympic Games. Five out of 16 teams wear Adidas at European soccer championships and also Adidas provided equipment for referees, linesmen and official match balls.
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Adidas group is successfully played a vital role of the world of sports of all level over 80 years by providing sports footwear, clothing and accessories. Now a day, Adidas is the largest manufacturer in the sporting goods production and also presented a board range of products. Adidas provide their goods around the word. This company maintain the simple strategy increase their brands strengthen as well as commercial performance and competitive situation.
It is really important to understand the definition of brand. In 2008, Catherine stated that ” A brand can be contain a profession mark, logo, symbol, container, colour or mixture of all these that recognizes the seller of the product or services”. In the current era of sports machinery practically every company is performance their best to preserve/increase their complete brand in the customers mind. ” Adidas” introduced their brand name that is similar to the company name and their new slogan is very motivated ” Impossible is nothing ”. Adidas is one of the superb brands in sports market with holding maximum market share around the world in the attendance of competitors such as Nike, Devotes and puma, etc. The position and success of brand image and value of Adidas in the sports marketplace is argued more in this report. There is a constant development in sport market industry in its progress because of quickly changing hi-tech innovations. Adidas brand is well-known surrounded by people due to its adaptability in the sports accessories to mark the customers allowing to their preferences. The Adidas Salomon groups promoted its goods below six brands title: Adidas, Taylor made, Salomon, Mavic, Erima, and Bonfire,
Fifty years ago Adidas came into the market and its manufactured fashioned shoes for soccer and running. Adidas maintain the brand strength and majority of the qualified sportspersons choose its product. Adidas has become brand association and loyalty of its customers all over the world. Adidas brand assurances that goods will be predictable and sold quickly. Adidas maintained their brand value by producing expected quality with acceptable price. Adidas brand value is one of the effective ways to acquire and strengthen to face an economical advantage that is helpful for making a higher rate of return on the invested money than in the occurrence of the challengers.
Adidas has gained 2nd position with brand value of 2.748 million dollar with their leading leisure wear, athletic footwear and equipment manufacturers around the world. Adidas brand value raises its reputation, market value and revenue because it is most significant advantage of the company. A statement given by the Adidas group is ” the brand values of the company – genuineness, stimulus, honesty and promise – are derived from sport.” Adidas product quality is better than others Sportswear Company and it is also proved when this company participate as a sponsor company of World cup and Olympic athletes. Adidas product features are the key elements those add value to their brand that is differentiates from its competitors. Product features such as NBA superstar series mi Adidas, Adidas women’s flip flops, Adidas TS bounce commander, Adidas soccer shoes, Adidas classics value lifestyle shoes, etc.
Adidas group successfully increased their business in Asia. Every year this company increased their revenue. Last year they successfully increased 15 per cent more revenue to US$ 878 million and it is specifies that they are successful. Adidas is already introduced themselves as well being wholesaled to a number of different retailers and also they conveyed to the wholesale consumer with various formats of product; creative, sports performance and outlet. Creative goods are cheerful and trendy, shiny and stimulating concept for sports performance, and outlet stocks are packed with ordinary and easy to shop. Adidas controlled their shoppers with these types of stores and also to live out Adidas group brand values that are focused on consumer, achieved a leading position to the product innovation and design production, took responsibility for social and environment, Loyalty to constantly increase their brand products, and also played a vital role to providing outstanding financial outcomes.
Adidas brand already made a outstanding status in consumer mind by delivering new model of sportswear with new design and innovation e. g. ( new mi Adidas products, ABSOLADO PS TF , Adidas watches ) etc. Adidas sportswear are measured more users comfortable and fashionable in the world. Shoes outlook and verities structures are the main aspects of merchandise to improvement. If company want to build a strong brand image it is compulsory to recognize the customers mandate and what competitors are doing. A number of different features that makes a brand image more powerful are; Honesty, Excitement, competence, superiority (charming), quality and long lasting). These features which we can see in the Adidas brand because their products are well-known as good quality and long lasting compare to the others competitors such as Nike, Puma, Reebok, Fila and Converse, etc.
A strong brand can make a very huge modification with relative to that how market notices your brand. In the existing reasonable market it’s interesting to build brand image in the customer’s mind, besides the additional leading sportswear brands e.g. Nike, Devotes and now days Puma etc. The image of these well-known brands is not same main reasons of buyer’s needs and wants. Adidas has built a good image with product innovation. Adidas is expanding its operations like new mi Adidas innovation centre opened in Paris. In a press notice Karen Feldpausch-Sturm, Senior Vice President of International Retail for Adidas stated that “The “mi Innovation Centre” will modify the way customers shop and also their opportunities at retail. It is a real first and we are excited to premier the mIC in Paris proposing customers a full new measurement of communication with Adidas goods”. The features of new miC customization unite contained within a large smooth black cube focal point of the centre where customer can able to customize their own mi Adidas.
Adidas is a leading dealer of athletic shoes, apparel and sports equipment and this company trying to build its brand image with younger buyers. This company targeted basic -influencer males concerning 13-34 years age those are involved with game. Adidas increased their 14 per cent brand rate to lunch a game advertising campaign and successfully built a brand image with in- game Ads. Marketing of its products and as a sponsor of FIFA World Cup, Adidas gained primary industry with awards winning advertising and public relation campaign.
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To build a brand image Adidas lunch iconic women’s brand operation that was really successful in 2009. Adidas announced the ” me, myself ‘campaign to work to inspire for women. The concept of this campaign support women all over the world. This campaign celebrates personality, self-confidence and inspiration. Into this campaign Adidas included some stars players, such as tennis player Ana Ivanovic, basketball star Candace Parker, taekwondo athlete Iridia Salazar and volleyball player Miwa Asao.
In 2001, Garefa Rodrfguez and Bergantinos indicates that ” A key characteristics of brand image are the profits of the product, the packaging, the allocating network, the communication, the name of the brand, and the sign and slogan”. According to the Garefa R and Bergantinos, I can say that Adidas group has successfully created a brand image to their products. Adidas three steps brand symbol and their slogan ” Impossible is nothing ” are remarkable to the crowded sportswear marketplace and customer mind. Their products quality and features is enough to catch the majority of the customer all around the world. As a communication and allocating network, Adidas already built online store where people can buy essentials goods with their need from all over the world. Their online store made a significant role to improve their brand image.
Target marketplace is an exact market segment (people) for which the retailer plans a specific marketing combination (Walker, Bruce J. 2004, p. 147). Contravention the market into diverse segments and then directed on your marketing determinations on one or additional segments. Adidas has directed its marketplaces geographically i.e. Europe, Asia Pacific, North America, Latin America, Middle East and Africa and greater China. Adidas already achieved a good position in Asia market. In 2009, the largest brand centre opened worldwide in Beijing, China, the Olympic Games host city .From this huge brand centre first time this company presented goods from both Adidas partition – sport performance and sport style that included original and Y-3 – in one roof. President of the Adidas brand stated that ” The opening of the world’s first Adidas Brand Centre is one more landmark in acquiring market control in China, one of the world’s most important markets for the Adidas brand”. The important to revitalized achievement seems to lie in the significant certification deals Adidas has established with world class sportspersons. One of the Current sports records signifying that Adidas don’t only mark high results in their game – they correspondingly mark high in their superstar measure. Soccer player David Beckham’s connection with Adidas has no doubt advanced itself well to the brand’s distinguishability in the UK, and last year company’s transactions raised 7 % to US 2.7 billion dollar.
Adidas created their brand position to understand that it is not possible to create position with a dealer or the single brand itself. It is really necessary to recognize how others think about Adidas brand cooperatively with others comparable brand. For example, customer thinks about Adidas that it is sport reliable and well-made quality product compare to the others sporting company. Adidas looked-for position its goods and also caught those who expected for a supplementary lightweight shoe from world class sporting brand company Adidas. Adidas build their brand position with special products features, such as a lightweight shoe that is helpful for player ” leads to’ more speed, for higher jumping they produced the teckfit power web calf sleeve retains energy, and also make fearless to player this company produced speed wrap ankle brace. All this product features help to make a good position as a sports brand product.
World’s number two sport foot ware and apparel company Adidas is a well-known brand with leading market share and their slogan ”Impossible is Nothing’ its significantly achieved customer positioning declaration. Adidas is successfully maintain their advertisement and campaigns that is enough to fulfilling the requirements and wants of its customer base around the world. Adidas group is working all over the world but its key target marketplaces are Asia and Europe and receiving advantage on entrants by manufacturing massive diversity of sports shoe. Compare to the others sports accessories marketing company; Adidas conducted their business with effective marketing strategy. They cut down revenue and market share for the existing competition to the market consequence. Now a day Adidas has 110 subsidiaries and they achieved a strong position in market.
Adidas has already achieved powerful existence in the rising markets that improves its growing prospects and its actions in the world marketplace are consuming financial strengths of low manufacture cost and normalization of administrative rules. Adidas decided to move into comfortable service marketplace such it announces MI innovation centre that included specific facilities within one brand. This service develops the customer knowledge towards Adidas services which is separate it from its competitors (Nike, Puma, and Reebok) in the examination marketplaces.
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