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adidas

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ana sanchez

on 24 November 2014

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Transcript of adidas

adidas
Brand History
Adidas logos since 1924
Brand Value Proposition
Financial Worth
Adidas brand value is worth over 4
million in GBP, (Interbrand, 2014).


This represents a 6.2% rise for the brand, (Ricadela, 2014)

Brand Identity
Brand Wheel
Brand Image/
Consumer Based Brand Equity
Brand Experiences
Slogan
Slogans reinforced Adidas' brand positioning of 'forever sport', (Waiz, 2013)
5.8 million increase of followers across brand's social media pages (Campaign brief Australia, 2014)
Celebrity endorsed
Consistent message through advertisements

"Impossible Is Nothing"

"Adidas Is All In"
Adidas' Communication Channels
Online
Advertisement
TV
MAGAZINES
&
BILLBOARDS
SPONSORSHIP
IN MAJOR
SPORT EVENTS
GUERRILLA
MARKETING
WEB
BANNERS
BLOG
SOCIAL
MEDIA
ONLINE
FACEBOOK

INSTAGRAM

TWITTER

VINE
E-STORE


ADIDAS NEWS-STREAM


ADIDAS GROUP WEBSITE


APPS
It provides additional background about Adidas
resonance
judgements
feelings
performance
imagery
salience
MAIN
COMPETITORS
Trainers Market
Future Market Growth
Factors that will drive market growth:

Growing fitness awareness
Rising income levels in developing countries
Growing popularity of sport clothing for women
Trend towards stylish and comfortable runners
S W O T
Conclusions
Recommendations
Spends large amounts of money on innovation, without having a guaranteed success in the market (R&D limited)
Most sales come from equipments not footwear
Trainers provision is limited

Tech savvy (e-commerce)
Health craze
Expansion on health & fitness programmes
Eco-friendly interest
Remaining an original brand while competing against brands like Nike
Wide variation continuously occurring in disposition income

Long-Term
Short-Term
Marketing Mix
Product
Price
Place
Promotion
Trainers
Competitive Pricing
£60-130
Online
Retail Stores
Adidas Exclusive Stores
Advertisement,
Communication
Channels
Great brand awareness, recognition and associations worldwide
Vast product portfolio, good range of different products
Effective marketing communication through sponsorships and social media

Develop strategic partnerships with local companies
Develop technology-infused trainers
Expand e-commerce to global markets
Open more stores in the UK
Promotion of Adidas' other brands
Increase sponsorship deals
Creates a competitive advantage
Improve company image by promotion of sustainable ventures
What are brand experiences?

Sensations, feelings, or behavioral responses related to a brands identity, (Brakus, et al., 2009)

Happen from direct observations, or the participation of events, (Keng et al., 2013)

Should be fun, enjoyable, and adopt the brand, (Keng et al., 2013)
Adidas was founded in 1924, (Adidas-group.com, 2014)
Jesse Owens wore Adidas in Berlin Olympics
Product line has expanded
Athletic and Fashion success
Adidas logo transformed 4 times since 1924
Three strokes incorporated in every logo
Adidas' brand essence is portrayed in metaphoric logo
Representing strength and endurance for athletes
Brand image of style and sport in all products

Adidas strives to be 'global leader' (Fashiongear, 2014)
Adidas' growth continues to develop
Focus remains on their 'brand essence and image'
'
Adidas is all in'
has become a lifestyle, something their consumers believe in
Thank you for your attention!
Typically designed for athletes and sport purposes
Increase in demand for comfortable shoes in the daily life
Market value worth $74.7 billion (Transparency Market Research, 2014)
Consumers more informed through internet
awareness , marketing communications
needs , quality
environmental
friendly
emotional
benefits
Takes the consumer by surprise
Provides an experience and impression
Aim to strike the consumer at a more personal and memorable level.
FIFA World Cup
UEFA Europa League
The Olympics
Sports web pages
Youtube
Sportswear web pages
sportsmanship
bond with
customers
news
information
photos and videos
photos and videos
news
celebrity tweets
6 second videos of celebrities
shop online
store location
promotions
news
images
videos
brand information
news
archives
used by the media
Any Questions?

References
Adidas-group, (2014). Materials - SUSTAINABLE AND RECYCLED MATERIALS WE USE [online] Available at: http://www.adidas-group.com/en/sustainability/products/materials/ [Accessed 29 oct. 2014)
Adidas-group.com, (2014).
History.
[online] Available at: http://www.adidas-group.com/en/group/history/ [Acessed 24 Nov. 2014]
Adidas News Archive, (2014). “Impossible is nothing” adidas launches new global brand advertising campaign. [online] Adidas-group.com. Available at: http://www.adidas-group.com/en/media/news-archive/press-releases/2004/impossible-nothing-adidas-launches-new-global-brand-advertising-/ [Accessed 31 Oct. 2014].
Adidas-group.com, (2014). Sustainability Innovation. [online] Available at: http://www. adidas-group.com/en/sustainability/products/sustainability-innovation/#/reducing-waste-and-emissions-adidas-formotiontm-technology/ [Accessed 11 Nov. 2014]
''All Adidas'' 2011 Commercial, (2011). [Video] Available at: https://www/youtube.com/watch?v=r3YsQNkd2rs [Acessed 19 Nov. 2014]
Aubrey, C. (2011). adiVerse
Virtual Footwear Wall.
[video] Available at: https:/www/youtube.com/watch?v=NKbsfOAVu3Y [Accessed 19 Nov. 2014]
Brakus, J., Schmitt, B. and Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), pp.52--68.
Campaign Brief Australia, (2014). adidas wins battle of real time marketing with 'all in or nothing' campaign at the FIFA World Cup. [online] Available at: http://www.campaignbrief.com/2014/07/adidas-wins-battle-of-real-tim.html [Accessed 11 Nov. 2014]
CoolMoss Blog, (2013). Brand Essence Wheel For Your SME - CoolMoss Blog. [online] Available at: http://coolmoss.ie/blog/brand-essence-wheel-for-your-sme/ [Accessed 7 Nov. 2014].
Creative Guerrilla Marketing, (2014). What Is Guerrilla Marketing?. [online] Available at: http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/ [Accessed 7 Nov. 2014].
Fashiongear.fibre2fashion.com, (2014), Adidas, Brand Philosophy, Adidas Shoes, Adidas Original, Adidas Sport Performance, Adidas Style, Fibre2Fashion. [online] Available at: http://fashiongear.fibre2fashion.com/brand-story/adidas/philosophy.asp [Accessed 20 Nov. 2014]
Keng, C., Tran, V. and Thi, T. (2013). Relationships among Brand Experience, Brand Personality, and Customer
Kollewe, J. (2014). Adidas looks to outrun Nike with its biggest advertising campaign ever. The Guardian. [online] Available at: http://www.theguardian.com/business/2014/aug/07/adidas-biggest-ad-campaign-fight-nike [Accessed 31 Oct. 2014]
Margolies, N. (2008). Creative Magazine Ads Incorporate Folds - PSFK. [online] PSFK. Available at: http://www.psfk.com/2008/10/creative-magazine-ads-incorporate-folds.html [Accessed 8 Nov. 2014].
Ricadela, A (2014). Adidas Profit Tops Forecasts as Shoemaker Seeks to Stem Woes, [online] Bloomberg. Available at: http://www.bloomberg.com/news/2014-11-06/adidas-profit-beats-analysis-forecasts-boosted-by-running-sales.htmal [Accessed 20 Nov. 2014].
Transparencymarketresearch.com, (2014). Athletic Footwear Market to Value USD 84.4 billion by 2018. [online] Available at: http://www.transparencymarketresearch.com/pressrelease/athletic-footwear-market.htm [Accessed 4 Nov. 2014].
Source: Aubrey, (2011)
Source: ''All Adidas'' (2011)
Adidas Sub-brands
adidas original
adidas NEO
adidas sports performance
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