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AMITY UNIVERSITAMITY INTERNATIONAL BUSSINESS SCHOOL

PROJECT ON

PUBLIC RELATION

Of

ADIDAS

BMITTED TO : SUBM

R ARCHISMAN SEN HAR

NGH

ZA

ADAAN

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  TABLE OF CON

  ABOUT THE COMPANY

  HISTORY

  PUBLIC RELATION

  NEGATIVE PR

  SWOT analyss

  CONCLUSION

 

ABOUT

  Type Aktiengesellschaft

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Traded asFWB: ADS,

OTCQX: ADDYY

IndustryApparel,

accessories

Founded

!"# as Gebrüder

 Dassler

Schuhfabrik $registere% on &

A'g'st !#!()*

Founder A%olf Dassler 

Headquarters+erogena'rach,

-er.any

Area served Worl%/i%e

Key people

0gor 1an%a'

$Chair.an(

+er2ert +ainer  

$C3O(

Products

Foot/ear,

sports/ear , sports

e4'ip.ent,

toiletries

Revenue 5#6#! 2illion

$"78()"*

Operating

income

 56"7" 2illion

$"78()"*

Profit 59&9 .illion

$"78()"*

Total assets 56! 2illion

$"78()"*

Total equity 56#&! 2illion

$"78()"*

Number of 

employees8,98 $"7#()"*

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ubsidiaries ;ee2ok , ;'ntastic

!ebsite///6a%i%as<

gro'p6co.

  A"O#T

Adidas A$ $-er.an pron'nciation: ) a%i %as*ˈ ˌ ( is a -er.an .'ltinational corporation that %e

an% .an'fact'res sports shoes, clothing an% accessories6 The co.pany is 2ase% in +erogena

Ba=aria, -er.any6 0t is the hol%ing co.pany for the A%i%as -ro'p, /hich consists of the ;ee

sports/ear co.pany, Taylor >a%e<A%i%as golf co.pany $incl'%ing Ash/orth(, ;ockport, !6

FC Bayern >'nich an% ;'ntastic a for.er<A'strian fitness co.pany6 Besi%es sports foot/ear

A%i%as also pro%'ces other pro%'cts s'ch as 2ags, shirts, /atches, eye/ear an% other sports anclothing<relate% goo%s6 A%i%as is the largest sports/ear  .an'fact'rer in 3'rope an% the secon

 2iggest in the /orl%, after @ike6

A%i%as /as fo'n%e% on & A'g'st !#! 2y A%olf Dassler , follo/ing a fa.ily fe'% at the Geb

 Dassler Schuhfabrik  Co.pany 2et/een hi. an% his ol%er 2rother ;'%olf 6  ;'%olf ha% earlier

esta2lishe% '.a, /hich 4'ickly 2eca.e the 2'siness ri=al of A%i%as6 Both the A%i%as an% '

co.panies still re.ain 2ase% in +erogena'rach, -er.any to this %ay6

The co.panys clothing an% shoe %esigns typically feat're three parallel 2ars, an% the sa.e .

incorporate% into A%i%ass c'rrent official logo6 The co.pany re=en'e for "7" /as liste% at 5

 2illion6

 

HISTORY 

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Christoph on Wilhel. Dassler /as a /orker in a shoe factory, /hile his /ife a'line ran a s.

la'n%ry in the Ba=arian to/n of +erogena'rach, "7 k. $"6# .i( fro. the city of @'re.2er

After lea=ing school, their son, ;'%olf ;'%i Dassler , Eoine% his father at the shoe factory6 W

he ret'rne% fro. fighting in Worl% War 0, ;'%olf recei=e% a .anage.ent position at a porcela

factory, an% later in a leather /holesale 2'siness in @'re.2erg6

A%olf A%i Dassler  starte% to pro%'ce his o/n sports shoes in his .others /ash kitchen in

+erogena'rach, Ba=aria after his ret'rn fro. Worl% War 06 0n 'ly !"#, his 2rother ;'%olf

ret'rne% to +erogena'rach to Eoin his yo'nger 2rothers 2'siness, /hich 2eca.e Gebrüder D

Schuhfabrik  $ Dassler Brothers Shoe Factory( an% prospere%6 The pair starte% the =ent're in th

.others la'n%ry, 2't, at the ti.e, electricity s'pplies in the to/n /ere 'nrelia2le, an% the 2rot

so.eti.es ha% to 'se pe%al po/er fro. a stationary 2icycle to r'n their e4'ip.ent6

By the !8G S'..er Oly.pics, A%i Dassler  %ro=e fro. Ba=aria on one of the /orl%s first

.otor/ays to the Oly.pic =illage /ith a s'itcase f'll of spikes an% pers'a%e% H6S6 sprinter  e

O/ens to 'se the., the first sponsorship for an African A.erican6 Follo/ing O/ens ha'l of

gol% .e%als, his s'ccess ce.ente% the goo% rep'tation of Dassler shoes a.ong the /orl%s .o

fa.o's sports.en6 1etters fro. aro'n% the /orl% lan%e% on the 2rothers %esks, an% the traine

other national tea.s /ere all intereste% in their shoes6 B'siness 2oo.e% an% the Dasslers /ere

selling "77,777 pairs of shoes each year 2efore Worl% War 006 

HB10C ;31AT0O@S

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The a%i%as gro'p are intent in sticking to fo'n%er A%i DasslerIs spirit J .ake athletes perfor.

 2etter6 This is the techni4'e they ha=e 2een 'sing for years to reach o't to the cons'.er J 2y 2

'p to %ate, an% al.ost in the f't're co.pare% to the perfor.ance technology of co.petitors6K

ca.paign, ongoing to%ay reflects this6 The L0.possi2le is @othingI ca.paign has a long speec

a2o't reaching or achie=ing the i.possi2le, selling the 0D3A of this to the cons'.er6

Sponsorships an% en%orse.ents are /here A%i%as sprea%s, the 2iggest cele2rity en%orse.ents

Da=i% Beckha. an% 1ionel >essi of Foot2all fa.e6K ;ap -ro'p ;'n<D>C release% a song a

A%i%as calle% L>y A%i%asI, /hich eMpresse% the gro'ps lo=e of their clothing $trainers an% ho

.ostly(6 This sparke% an i%ea in the o/ners, /ho str'ck a 6G .illion %ollar en%orse.ent

 partnership6 They /ent on to %esign shoes an% tracks'its for the co.pany, 2eco.ing .ore an%

linke% to the 2ran%, an% helping eMpan% the 2ran% into rap fashion, 2'il%ing on itIs alrea%y 2o

sports in%'stry6

 

 @3-AT03 ; 

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!" A##as $n#%& '&% f(& $n)%ln* n%+ ,&an%& +,- (&an*% .s-a/0l%s. l0% ,-(s% +(&n 1y 1la/0 sla)%

Critics ha=e co.pare% the LS ;o'n%ho'se >i%sI, to 2e release% in A'g'st, to the chains /

 2y 2lack sla=es in the !th cent'ry6

The fir. 'n=eile% the trainers on its Face2ook page6 They feat're plastic orange LshacklesI

attache% to the ankles 2y chains in the sa.e colo'r6

The shoes ha=e sparke% an angry %e2ate online6 >ore than ",777 Face2ook 'sers ha=e

co..ente%, /ith .any calling the %esign Loffensi=eI an% LignorantI, saying the fir. has Ls

to ne/ lo/sI /ith its Lsla=e/earI pro%'ct6

"6 A%i%as has seen the largest percentage increase of negati=e senti.ent of all the 2ra

associate% /ith the ongoing F0FA scan%al, accor%ing to social %ata6

86 A%i%as s'ffere% a 2ig 2acklash after ref'sing to soften its position, pro.pting so.

retailers to re%'ce the price the.sel=es, eating into their profit .argins6

 

A%i%as SWOT analysis J SWOT analysis of A%i%as

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A%i%as is one of the strongest sports 2ran% in the /orl%6 Nno/n .ost pro.inently for its range of Shoes, the

also a .an'fact'rer for clothing an% accessories6 +ere is the SWOT analysis of A%i%as6

Strengths in the SWOT analysis of Adidas

!" L%*a/y 2 -%&,a*%: W,- #%/a#%s (f -%&,a*% 2 l%*a/y3 A##as -as ,&a)%ll%# a l(n* +ay ,( %s,s%lf as a y($,-f$l 1&an#" T-% 1&an# +as s,a&,%# n !454 an# -as ,&a)%ll%# a l(n* +ay sn/% ,-%

6" D)%&s'%# 7(&,f(l(: C(87any -as 8$l,7l% 7&(#$/, 7(&,f(l(9s +,- )a&%# &an*% (f f((,+a//%ss(&%s $n#%& 1&an# na8% A##as 7&%8$8 s%*8%n,; 2 R%%1(0 8# &an*%;"

<" S,&(n* 'nan/al 7(s,(n: W,- ,s 65== s,(&% *l(1ally a//($n,n* >5"<1ll(ns3 ,-% /(87ans,&(n* 'nan/al 7(s,(n"

5" Ds,&1$,(n n%,+(&0: By s%lln* , f&(8 (nln% s,(&%s ,( /(87any (+n%# s,(&%s ,( s$7%&8a&0%, A##as -as an %?%/,)% #s,&1$,(n sys,%8 f(& ,-%& 7&(#$/,s a)ala1l% ,-&($*- #?%&%n, /-ann%

@" B&an#n* 1y /&%a,n* ,($/- 7(n,s +,- ,-% /(88$n,y: C%l%1&,y %n#(&s%8%n,s 2 s7(ns(&n*s7(&,s (&*ana,(ns s$/- as FIFA3 UEFA3 NBA 2 Oly87/s -as n/&%as%# ,-% a+a&%n%ss (f A#,-% 8a&0%, 2 -%n/% , -as n/&%as%# ,-% -*-ly ,a&*%,%# /$s,(8%& 1as% as +%ll"

" C(lla1(&a,(ns 2 8%81%&s-7s: S,&(n* &%la,(ns-7 +,-n ,-% s$s,ana1l,y a&%a +,- (&*ans$/- as In,%&na,(nal La1($& (&*ana,(n3 In,%&na,(nal Fnan/% C(&7(&a,(n -as *)%n ,-% /(an %#*% ()%& /(87%,,(&s s( ,-a, ,-%y /an -a)% a s$s,ana1l% 1$sn%ss"

Weakness in the SWOT analysis of Adidas

!" P&%8$8 7&/% &an*%: H*- 7&/% &an*% #$% ,( nn()a,)% ,%/-n(l(*y 2 P&(#$/,(n 8%,-(#8a#% ,-% 1&an# a?(&#a1l% ,( l8,%# /$s,(8%&s (nly3 %s7%/ally n #%)%l(7n* /($n,&%s"

6" O$,s($&/%# 8an$fa/,$&n*: A##as -as 4< (f 7&(#$/,(n ($,s($&/%# ,( < &#  7a&,y 8an$fala&*%ly ,( Asa; ,( a)al (f l(+ la1($& /(s, 2 %asy a)ala1l,y (f &%s($&/%s" T-%y a&% &$nnn* a()%& #%7%n#%n/y (n ($,s($&/n* %s7%/ally n Asan 8a&0%,s" Als(3 ,-% ()%&all $al,y (f 7&(7%&/%)%# 1y ,-% /(ns$8%&s (f #%)%l(7%# %/(n(8%s s a 8a(& /(n/%&n as fa& as 1&/(n/%&n%#"

<" L8,%# 7&(#$/, ln%: A##as al(n* +,- ,-% &%/%n,ly a/$&%# R%%1(0 1&an#s3 -as *(, (nly 6

$n#%& ,-%& *&($7 al,-($*- ,-%y -a)% *(, #%%7 ass(&,8%n,s +,-n ,-%s% 1&an#s" T-$s3 ,-%&% s/(7% f(& 7&(#$/, ln% %7ans(n"

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Opportunities in the SWOT analysis of Adidas

!" C-an*n* Lf%s,yl%: W,- ,-% sa,$&a,(n (f #%)%l(7%# %/(n(8%s3 /-an*n* ,as,% 2 7&%f%&%#$/a,(n 2 /-an*n* lf%s,yl% (f #%)%l(7n* %/(n(8%s3 ,-%&% s a s,%%7 &s% n ,-% #%87&%8$8 *((#s 2 s%&)/%s"

6" Ma&0%, #%)%l(78%n,: En,%&n* n,( n%+ 8a&0%,s +ll 1% ,-% (nly +ay ,( s$//%%# n ,-% 1%/a$s% #%)%l(7%# %/(n(8%s a&% al&%a#y -a)n* -*- /(87%,,(n"

<" E7ans(n n 7&(#$/, ln%: E7an#n* ,s 7&(#$/, ln% +ll (7%n a n%+ s%, (f (77(&,$n,%s +-l%sa8% ,8% , /an #?%&%n,a,% ,s%lf f&(8 ,-% /(87%,,(&s 1y f(ll(+n* ,-s s,&a,%*y"

5" In/&%asn* #%8an# (f 7&%8$8 7&(#$/,s: If +% (nly /(ns#%& ,-% In#an 8a&0%, ,-%n ,-%&% s a &a,% (f << n #%8an# (f 7&%8$8 7&(#$/,s" T-s ,%lls $s ,-% f$,$&% 1$sn%ss (77(&,$%7an#n* 8a&0%, s% (f #%)%l(7n* %/(n(8%s"

@" Ba/0+a&# n,%*&a,(n: T-s +ll 1% s8a&, s,&a,%*y f f(ll(+%# 1y A##as as , +ll -%l7 A##as ,( ,-%& 7a,%n, &*-,s 2 als( n,%*&a,% ,-%& R2D +,- ,-% (7%&a,(nal ,%a8 n (&#%& ,( +(&0 nsys,%8"

Threats in the SWOT analysis of Adidas

!" C(87%,,(n: Al,-($*- A##as s a *l(1al 1&an# 1$, , s fa/n* '%&/% /(87%,,(n f&(8 (,-%& l0% N0% +-/- s N("! 1&an# an# A##as 1%n* n 6n# P(s,(n n ,-s 7&%8$8 s%*8%n," B%s#%,-%&% s &%*$la& /(87%,,(n f&(8 l(/al 7lay%&s3 s$1s,,$,%s an# 8a&0%, 7%n%,&a,(&s"

6" S$77l%& D(8nan/y: D$% ,( 8a(&,y (f ,s 7&(#$/,(n 1%n* ($,s($&/%# S$77l%&s -a)%1a&*ann* 7(+%& ,-%n ,-% /(87any"

<" G()%&n8%n, R%*$la,(ns: W,- ,s <@ 7&(#$/,s 8an$fa/,$&%# n C-na 2 4< (f 7&(#-a77%nn* n Asa3 I87(&, &%*$la,(ns3 #$,y2 ,a&?s 7lays a /&,/al &(l% n ,-% 7&/n* an# s$//

,-% /(87any"

 

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CONCLUSION"

Base% on the all the %ata 0 collecte%, 0 can concl'%e that in o=erall c'sto.erIs are 4'ite satisfy /ith A%i%as pr

an% ser=ices6 C'sto.erIs has no %o'2t in the %'ra2ility of .aterial that 'se% in pro%'ce% A%i%as pro%'ct, ho/in ter. of price an% %esign, A%i%as .ight nee% to p't in .ore effort an% co.e o't /ith a ne/est %esign that

attract .ore c'sto.ers6 A%i%as can also la'nch a pro.otion or gi=e a special offer of price in a certain perio%

ti.es to increase the sales =ol'.e an% attract .ore c'sto.ers6

>oreo=er, A%i%as .ight also nee% to co.e o't /ith a 2etter i%ea on a%=ertise.ent to pro.ote an% %ifferentia

 pro%'ct fro. its co.petiti=e6 Beca'se in o=erall, A%i%as a%=ertise.ent has less infl'ence in cons'.erIs .in%

therefore 2eco.e one of its .arketing /eaknesses6 0 s'ggest that A%i%as can in=ite fa.o's athletes or artists  2ran% spokesperson to .ake it a .ore .e.ora2le 2ran% na.e in cons'.er .in%set6

0n ter. of ser=ices, c'sto.ers also /ere 4'ite satisfie% /ith A%i%as ser=ices they pro=i%e% an% 0 2elie=e A%i%

a2le to i.pro=e their ser=ice to ser=e their c'sto.er e=en .ore s'fficient to tr'ly .aMi.ie their sales an% .their c'sto.er satisfy an% happy each ti.e they enter an% lea=e A%i%as store6