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The Battle of Brands

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Theresa Hillmann

on 15 April 2016

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Transcript of The Battle of Brands

The Battle of Brands
Overview - Statistics
Examplary project
General Information
Analysis - The 4 Ps
General Information
Analysis - The 4 Ps
Examplary project
General Information
Analysis - The 4 Ps
Examplary project
founded in 1924 by the German siblings "Dassler" as a shoe factory
still situated in Germany, Herzogenaurach
started off as a family company (Adolf Dassler -> Horst Dassler)
CEO: Herbert Hainer since 2001
turnover of 16,9 billion euros
more than 55.000 employees
sportive footwear, apparel and accessories
three brands: Adidas, Reebok, Taylormade
generally addresses 10 to 50-year-olds
upper middle class or above
identification with the brand and its sportively motivated lifestyld
additionally to sports: brand and fashion enthusiasts

"everything we do is
rooted in sports"
2011: biggest marketing campaign until now
short video spots in TV or cinema
mix of brand ambassadors of different types of sports shown in their
natural, authentic surroundings
underline the diversity of the different sub brands
“when you love your game, whatever the game, you put your all into it”
sportive footwear, apparel and accessories
combination of technology and design
unique identity and core competencies
plus a broad spectrum of products -->
possible thanks to more than one brand
logo of the three stripes
depends on its costs, topicality, demand and quality
a reasonable pricing
averagely address the socio economic groups C1 upwards
skimming as well as competitive prices
ADIDAS usually is a little cheaper than NIKE
own-retail business
different types of partnerships
e.g. Shop-in-Shop, Joint Ventures or mono-/co-branded franchise stores
e-commerce on their online shop
“integrated distribution roadmap”
concentrated on television and product placements
main idea: fill the potential customer with power, energy and adrenaline
celebrities or sportsmen as brand ambassadors
promotion partnerships with international sports associations
Full transcript