Brand Analysis Report

By

Chaitawat Boonsathienwong
Klah Kanittanon
Siriwat Tumthong

Mahidol University International Demonstrations School

Table of Contents

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 1. Introduction
..3

2. Market
Analysis...3

3. Marketing
Survey.4

4. Brand
Focus.4

5. Conclusion
...5

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Introduction (History)
Adidas is a German company that designs and manufactures clothing, accessories and
shoes which are all about sports. It was founded in 1948 by Adolf Dassler. Nowaday, its the
second biggest sportswear manufacturer in the world and number one in Europe. It is the holding
company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-
Adidas golf company (including Ashworth), 9.1% of FC Bayern Munich and Runtastic, an
Austrian fitness technology company. Adidas revenue for 2012 was listed at 14.88 billion.

Compare between Nike and Adidas

- Nike is U.S brand, but Adidas is Germany brand
- Along with sportswear Nike has been producing sports equipment for long time
but Adidas has recently started producing sports equipment.
- Adidas main target are tennis and soccer players, while Basketball main target are
Basketball and running players

Market Analysis
Adidas is one of the biggest company for Athlete, it stands out from other sport brand.
One of the reason it stand out from other Company is because of its marketing strategy. The use
of social media capture the emotion and what their fan wanted to see. Unlike Nike, their
advertisement jump straight to what they want to sell.
Adidas market strategy based on the lifestyle of people who play sport. Adidas mission
statement is to be the leading sports brand in the world. Adidas, breaks their mission statement
down into two market segments that are Sport Performance and Sport Style. Adidas is a brand
that received a lot of mention during the 2012 Olympics. Their logo was everywhere. It was
found on athletic uniforms and advertisements. If you had watched the World Cup this summer
and you looked closely enough, the soccer balls used during the soccer games were Adidas.
Adidas is one of the best in establishing their brand and interacting with their customer. Adidas
know what their customer wanted to see, this is the reason why they sponsor well-known player
like Paul Pogba, Luis Suarez, Gareth Bale, and Lionel Messi. Adidas mesmerize their customer
and at the same time promote athleticism and the addition of fashion.

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 As a comparison to adidas, the market strategy of Nike have to be discussed. Nikes
mission statement is To bring inspiration and innovation to every athlete in the world. To give
further detail into their mission statement, Nikes co-founder Bill Bowerman said If you have a
body, you are an athlete. This emphasize that the aim of this company is not just to make a sport
shoes, but rather to bring out the athlete inside everyone. This were also shown by some of the
presenter that doesnt belong in the athletic stereotype. In doing so, they have opened their brand
to people of different shapes and sizes. Creating this connection with their consumers proves
that they not only have a mission statement, they live it.

Marketing Survey
From the information we have gathered, we have found that the main customer for
Adidas buy their product because of its quality and the stylishness the brand offer. According to
the survey weve made, 88.9% of them like Adidas and only 11.1% of them dont like Adidas.
Out of the responses weve had, 55.6% of them favor Adidas Original, 22.2% of the favor Adidas
Football, 16.7% of them like Adidas Running, and 5.6% of them favor Adidas Basketball. In the
survey, we also ask them what brand they like best out of the four brand that is Adidas, Nike
,Under Armour, and Puma.

Brand Focus
Personalities: Traditional, Conservative, and Collective
Brand equity: Relate more to competitive than to winning
Brand associations: Sports
Brand identity: 1. Culture : European Traditional
2. Self-Image : Relates more to competing than to winning
3. Reflection : True sportsmanship strong work manner A good team player
4. Relation : Quality and Heritage
5. Physical product : Sports and fitness
6. Personality : Traditional, Conservative, Collective
SWOT analysis:
The strength Adidas was that it was found in 1924, so it is very old company. They
sponsors many big sport events including Olympics, major sportsmen and team. They have
diversified product ranging which is from sports shoes to clothing and accessories. They also
unique and innovative company which make them become very popular. Adidas has high amount
of workforce employees which are 45,000. Sometimes the product is too expensive due to the
innovative technology or product method. Their opportunities are to keep up with competition,
Adidas generates close to 60 new foot-friendly designs each year. The company can making it
more stylish design and cuts. They can tie-up with emerging sports teams/clubs/players
internationally and set up their own sport academies. There are many threats can happen to
adidas. Other brands can make their products more stylish, varieties and lower cost which make
which make more competitors for them. There are some brand imitate adidas which can affect
brand image. They also have many competitors such as Nike, Puma and Under Armour

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Conclusion
Adidas are very well known company which focus on fitness sports. Their target market groups
are anyone who have passion Urban upper-middle and upper class. Their products are very
varieties which are equipment, clothing and other accessories. They are also unique and
innovative company which make them very popular. They sponsors many big sport events and
also have a high amount of workforce employees. However, their products is too expensive
sometimes due to the innovative technology and product method. Their opportunities are to keep
up with competitors, making their products more stylish and setting up their own sport
academies. Their threats that can happen to adidas are other brands make their products more
stylish, varieties and lower cost which make more competitors for them. There are some brands
imitate them which can affect their brand image. They also have many competitors such as Nike,
Puma and Under Armour.

Appendices

Adidas

Parent company Adidas Group

Category Apparel and accessories

Sector Lifestyle and retail

Tagline/ slogan All in; Impossible is Nothing

World renowned company for sports equipment, clothing and other

Usp accessories

STP

Segment Young men ,women and children who have passion for fitness and sports

Target group Urban upper-middle and upper class

Positioning Adidas stands for passion for sports

SWOT Analysis

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 1. The company has a long heritage and high brand value since 1924.
2. The company sponsors major sporting events including Olympics and
major sportsmen and teams.
3. The company has worldwide presence and is internationally recognized.
4. The company has a very diversified product portfolio ranging from sports
shoes, equipments to clothing and accessories.
5. Strong and innovative marketing since years have created a strong brand
retention in the minds of customers
Strengths 6. Has a workforce of over 45,000 employees

1. The products can sometimes be costly due to innovative technology or

production method
2. Stiff competition and similar big brands means customers have high brand
Weaknesses switching

1. To keep up with the competition, Adidas generates close to 60 new foot-

friendly designs each year.
2.The company can venture into making more stylish designs and cuts
3. Tie-up with emerging sports teams/clubs/players internationally
Opportunities 4. Brand building by setting up sports academies

1.Other brands offer more styles and varieties, thus more competition
2. Threat from other competitive brand who produce sports equipment and
accessories at a lesser cost
Threats 3. Pirated/fake imitations affect brand image

Competition

1.Nike
2.Reebok
3.Bata
4.Liberty
5.Puma
Competitors 6.Fila

References
https://macias19.wordpress.com/2014/09/15/differentiation-adidas-vs-nike/

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http://www.marketing91.com/adidas-swot-analysis/