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IMPOSSIBLE IS NOTHING

ABOUT ADIDAS
Adidas is the worlds second biggest sports goods company. Founded in Germany by Adolf Dassler in 1949. It provides footware,apparel and sports equipment across the Globe. The Company had revenue of around 11.99 billion during 2010. Employ's around Thousands employees worldwide. It has acquired Reebok in 2006 and widened its Horizons.

WHY ADIDAS?
It has the Best players in the world as Brand Ambassadors. It has Promoted Sports for the past 50+ years. It acts as a Symbol of Style to the Youth Culture. It has used Technological Innovation in its products. It has left its mark even on Fashion and Music.

Product Lines
Running Shoes,Spikes,Socks Football Studded Boots,Stockings,team-its, warm-up suites. Basketball Shoes, jerseys and shorts, team kits Golf Hats,gloves,bags and Vintage Clubs(golf sticks),golf Balls,putters(like leggings) Casual Footwear and Clothing Apparels and Accessories

THE

LOGO

Adidas Logo represents elegance, durability and without doubt represents a mark of the leading sports gear in the world. The 3 striped Adidas logo was created by Adi Dassler , founder of Adidas. Adidas Logo was first used in 1967. Beginning with the production of training and sports foot wear, Adidas later expanded its production operations in leisure and apparel sector with the logo of adidas appearing on each product. The shape of 3 stripes on the Adidas Logo represents mountain, pointing out towards the challenges that are seen ahead and goals that can be achieved.

Promotional Strategies
What are the key Promotional Strategies of the Brand? Adidas did not just spend money they made huge impact with brilliant Executions, it also captured consumers interest and there Emotions. There Slogans like: We know then-We know now There is nothing between you and success, so exceed your own expectations and limitations and earn it Impossible is Nothing Has created Gigantic Response across the World.

What made the Brand Successful in terms of Promotional Strategy?


Sportsmen and Celebrities Television Commercials Covert Advertising Informercials

Sportsmen and Celebrities


This type of advertising focuses upon using celebrity power, Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. In the 1990s, Adidas signed world's iconic batsman Sachin Tendulkar of India and made shoes for him. Tendulkar still wears Adidas shoes while playing matches. Since 2008, Adidas has sponsored the cricket bat used by Sachin Tendulkar. It created a new bat, 'Adidas MasterBlaster Elite', personalized for him.

To commemorate his 100th hundred, Sachin was presented with a special limited edition of Adidas shoes and a special gold Coca Cola can by Tushar Goculdas -- Brand Director Adidas and Wasim Basir, Director Integrated Marketing Communications, Coca Cola India, respectively, at a meet and greet organised to celebrate the same.

They tried to convince average people that they will be successful if they wear the right clothes.

Adidas formed relationship with some of the world's best players such as FIFA World Player of the Year Zindine Zidane, David Beckham, Ral, Michael Ballack, Kak and Rui Costa and many others .

Television Commercials

The TV commercial is generally considered the most effective massmarket advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The majorities of television commercials feature a song or jingle that listeners soon relate to the product. Adidas has a large amount of TV commercial advertisements in the world wide TV network like BBC, CNN etc.

Covert Advertising
Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an itemor other of a definite brand, as in the movie. EXAMPLES LIKE:
Where Tom Cruise's character John Andertonowns a phone with the Nokia logo clearly written inthe top corner, or his watch engraved with theBulgari logo. Another example of advertising in film is in I, Robot , where main character played by Will Smith mentions hisConverse shoes several times, callingthem "classics," because the film is set far in thefuture.

Informercials
There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Shortform infomercials are 30 seconds to 2 minutes long.Infomercials are also known asdirect responsetelevision(DRTV) commercials or direct responsemarketing. The main objective in an infomercial is to create animpulse purchaseso that the consumer sees the presentation and then immediately buys the productthrough the advertisedtoll-free telephone number or website. Infomercials describe, display, and oftendemonstrate products and their features, andcommonly have testimonials from consumers andindustry professionals. Adidas arrange several infomercials in the sports based program. EXAMPLES LIKE: TV CHANNELS LIKE STAR CJ etc.

Key

Successful

Factors

Adidas Produced Quality Products to Customers. Adidas Have Promotional Strategy by Positioning them into the minds of the Customer. The Tagline of Nothing is Impossible is a Strong Message. The Heart of Adidas is Passion: Passion for sports, Passion for athletes and Passion for Products. Adidas is Committed to incorporating the growing importance of lifestyle,fashion and music inspiration into the sports arena and adidas products. Using Celebrities and athletic to promote the Brands seems to be an effective way.

Adidas in India

1989- Entered India 1996- Joint Venture with Magnum International Trading Co.Ltd 1998- Sachin Tendulkar is Brand Ambassador in India. 1999- Introduced the Cheapest range of shoes they had ever sold. 2001- first televised advertisement for india with Sachin & Leander Paes. 2004- Adidas Advantage campain kicks in(30% growth Milestone) 2005- Andreas Gellner is new MD,india. 2006- Adidas completely takes over Reebok Co. For $3.8billion which was going on since last year but their Indian operations were merged only in 2011. 2007- Designed a Shoe for Cricket in Consultation with Sachin Tendulkar. 2009- Adidas Forlays new range of cricket Equipment in india with plans to become leader in cricket gears market. 2011- Adidas Appoints new Managing Director Subinder Singh 2012- Adidas Launches new AD Campaign We are all Owners the campaign celebrates Indias passion for cricket and salutes the role that fans play in making cricket the phenomenon in India.

THANK YOU
References: http://nusadidas.blogspot.in/ http://www.scribd.com/doc/4934036/Adidas-Mktg-IndustryAnalysis-India http://www.ndtv.com/search?q=adidas http://www.adidas.co.th/ http://www.adidas-group.com/en/ourgroup/history/history.aspx http://ar2001.adidassalomon.com/adidassalomon2001/strat_adidas/ Video Links: http://www.youtube.com/watch?v=Tn9 MbpY2iHI&feature=youtu.be http://youtu.be/O01MdFD-x3Q http://youtu.be/QJBdQpXOQkg

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