Case Study Adidas

Marketing Semester 1-2011

Teacher: Tony Palamara

Room C2.36

Name: Quang Dung Pham(Eric)

Marketing Research Project

Topic: Adidas

1. The company and what it does :

_ Adidas was founded in 1948 by Adolf "Adi" Dassler following the split of Gebrüder Dassler Schuhfabrik between him and his older brother, Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany, along with Puma

_ The brothers split up in 1947, with :

❖ Rudi forming a new firm that he called Ruda – from Rudolf Dassler, later rebranded Puma,

❖ And Adi forming a company formally registered as adidas AG (with lower case lettering) on 18 August 1949. The acronym "All Day I Dream About Sport", although sometimes considered the origin of the adidas name, was applied retroactively, which makes it a backronym. The name is actually a portmanteau formed from "Adi" (a nickname for Adolf) and "Das" (from "Dassler").

_ In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear, and its official corporate name was changed to Adidas-Salomon AG because with this acquisition Adidas also acquired the Taylormade Golf company and Maxfli which allowed them to compete with Nike Golf

_ In 2005 adidas Ag acquired

2. Promotional strategy :

• “To lead the sporting goods industry with brands built on a passion for sports and a sporting lifestyle "

1. To provide athletes with the best possible equipment to optimize their performance.

2. Leveraging opportunities across their brand portfolio

• Market penetration

_ Gaining market share across all markets in which they compete

• Market development

_ Expanding into new markets and addressing new consumer segments

o To have a leading market positions in all regions where we compete

o Leading though innovation and design...