By: Lindsey Deile, Michelle Mooer and Sacha Binde - PowerPoint PPT Presentation

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By: Lindsey Deile, Michelle Mooer and Sacha Binde

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Joined the Dow Jones Sustainability Indexes: October 2000 ... LeBron James. John McEnroe. Puma. Original: RUDA. German-based. Endorsers. Serena Williams ... – PowerPoint PPT presentation

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Title: By: Lindsey Deile, Michelle Mooer and Sacha Binde


1
By Lindsey Deile, Michelle Mooer and Sacha
Binde Dickinson State University
2
Overview
  • History
  • Industry Analysis
  • Company Analysis
  • Competitors
  • Recommendations

3
History
  • Founder Adolf (Adi) Dassler
  • Originally Dassler Brothers Shoe Factory
  • 1948Separate into 2 companies
  • adidas
  • RUDAcurrently PUMA

4
History
  • Official Logo three stripes
  • Incorporation Date 1989
  • Joined the Dow Jones Sustainability Indexes
    October 2000
  • ExpansionBerlin, Tokyo, Paris, and Amsterdam
  • Headquarters Worldwide

5
Headquarter Location
Adidas Annual Report, 2005
6
Industry Analysis
  • Advertising
  • Sponsoring sporting events and athletes
  • Television commercials--400,000 for a 30-second
    ad
  • Magazines/Catalogues

7
Industry Analysis
  • Advertising Continued
  • Mailings
  • Internet
  • Suggestive Advertising
  • Billboards--700 to 2,500 a month per billboard

8
Sponsorship
  • Three Sections
  • General Termslength and definition
  • Sponsor Needsutilization of the athlete
  • Athlete Compensation--benefits

9
Expansion
  • Industry
  • Origins Footwear
  • Apparel
  • Accessories
  • Globally
  • Country
  • Continental

10
Footwear Market Segmentation
Datamonitor, 2006
11
Distribution
  • Catalogs
  • Outlet Stores
  • College Campuses
  • Sporting Good Retailers
  • Major Retailers
  • Internet

12
Regulations
  • Codes of Conduct
  • Labor Rights
  • Human Rights
  • Child Labor Issues

13
Company Analysis
  • Subsidiaries
  • TaylorMade-adidas Golf
  • Rockport
  • Reebok

14
SWOT
  • Strengths
  • Size
  • Innovation
  • Reputation
  • Product Divisions

15
SWOT
  • Weaknesses
  • Profit Margin
  • Returns
  • Cash Flow

16
SWOT
  • Opportunities
  • Partnerships
  • Health Trends
  • Sporting Industry Growth
  • Free Marketing

17
SWOT
  • Threats
  • Competition
  • Lawsuits
  • Raw Materials and Shipping Cost
  • Regulations

18
Competitors
  • Nike
  • PUMA
  • New Balance

19
Percentage of Total Sales
Brandweek, 2006
20
Nike
  • Industry Leader
  • Nikemeans Greek goddess of victory
  • Other brands
  • Air Jordan
  • Team Starter
  • Converse
  • Hurley International

21
Nike cont.
  • Endorsers
  • Michael Jordan
  • Steve Prefontaine
  • Lance Armstrong
  • LeBron James
  • John McEnroe

22
Puma
  • Original RUDA
  • German-based
  • Endorsers
  • Serena Williams
  • Kasey Kahne
  • Michael Schumacher
  • Christy Turlington

23
New Balance
  • Founded in 1906
  • Specialized in arch support
  • Licensed Product Lines
  • Fitness Quest
  • Eyewear Designs
  • Moretz Sports
  • Packworks

24
Recommendation
  • Short-term
  • Re-innovation of existing productstechnology,
    trends and styles
  • Reeboklower-end sales brand
  • Partnershipsfitness equipment and videos

25
Recommendation
  • Long-term
  • Expansion
  • New target marketgay/lesbian consumers
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