FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann.
-
Upload
beatrix-pope -
Category
Documents
-
view
212 -
download
0
Transcript of FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann.
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
• History• Products • Position on the market• Sponsoring
| Agenda
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
• 1949 -18- August The foundation – adidas is registered as a company, named after its
founder: 'Adi' from Adolf and 'Das' from Dassler
• 1954 The 'Miracle of Bern‚• They are wearing adidas soccer boots
which for the first time feature removable studs
• 1974 The "adidas" team wins
History
Agenda
Products
Position
Sponsoring
History
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
• 1978 The transition – After Adi Dassler's death, Adi's wife Käthe, his son
Horst, and his daughters carry on the business.
• 1995 adidas goes public• Flotation of the company on the Frankfurt
and Paris Stock Exchange
• 1996 A splendid year– 6,000 Olympic athletes – 220 medals
• including 70 gold. – Apparel sales increase 50%.
The foundation
Agenda
Products
Position
Sponsoring
History
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
• 1997 adidas-Salomon AG– adidas AG acquires the Salomon Group
• 2,5 Milliarden Euro– brands
• Salomon/ TaylorMade/ Mavic and Bonfire
• 2005 Sale of Salomon• 485 Mio. Euro
• 2006 adidas acquires Reebok– 3,1 Mrd. Euro
The foundation
Agenda
Products
Position
Sponsoring
History
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
-clear mission : -“to be the leading sports brand in the world”.
-two distinct market segments: -Sport Performance and Sport Style
-Sport Performance: -supports athletes in all sports - four key categories: running, football, basketball and training.
-Sport Style: -leading supplier of authentic sports lifestyle products with its originals line
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
-five global priorities: running, football, basketball, training and Originals.generates over 80 % of the growth until 2010
-well-defined and segmented distribution approach and a premium-price strategy
-positions itself as a top brand in all markets.
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
• a consumer-driven brand • a balanced sales split between sport and
lifestyle • “Women’s and running “ = two global
category priorities • an American-inspired creates and markets sports and lifestyle
products (global)
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
• It combines two of golf’s strongest brands: – 1) TaylorMade (focused on clubs and balls) – 2) adidas Golf (focused on footwear and
apparel).
• mission: to be the leading performance golf company (sales and profitability)
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Adidas AG
Adidas Reebok TaylorMade
Corporate Structure
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Financials Turnover :
€804 millionOperating profit:
€65 million Employees:
1,393 million
Financials Turnover :
€2,33 billionOperating profit:
€109 million Employees:
6,751 million
Financials Turnover :
€7,11 billionOperating profit:
€920 million Employees:
18,678 million
Informations and factse Structure
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Sport- and lifestyle products
Clear focus lies on Running, Football, Basketball and other global performance categories
Sport- and lifestyle products
Reebok is the world’s largest manufacturer of hockey equipment
Reebok partnerships with many of the top professional sports leagues in the world
TaylorMade offers a full range of golf
hardware and accessories. It is a
leader in the industry and the number one Supplier of metalwoods
Description of the different brands
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Adidas AG chart-development from 1998 till 2008
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Worldwide presenceProductions locations:- Europe, North Africa, Turkey 27 %- Asia 51 %- America 22 %
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Sporting goods manufacturers
• Adidas is after Nike the biggest Sporting goods manufactures
• Nike turnover from about 12 billion EUR
• Pumas turnover is about 2 billion EUR
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
World Championship
• since 1956 partner of the International Football Federation
• official match ball is produced by adidas
• right of preemption concerning advertising spaces and television advertising
• 250 millions licensing costs
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Football Clubs:
• they sponsor many football clubs all over the world
• e.g. : – Schalke 04– Hamburger SV– Real Madrid– FC Chelsea– FC Liverpool– all teams of the Major Soccer League and
many nacional teams
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
other sports:
• main sponsor of all important tennis tournaments e.g.: – Wimbledon– Australian Open– French Open
• partner of the NBA ( National Basketball Association ) and many golf tournaments ( US Open, PGA Championship )
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Product Endorsement:
• they use many famous sportsmen to underline their activties
• e.g. : – Michael Ballack– Oliver Kahn– David Beckham – Ana Ivanovic– Mario Ancic – Kevin Garnett
Agenda
History
Products
Position
Sponsoring
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann
Thank you very much!
FHDW Carroll-Scott– BEII – Weber / Truch / Horenkamp / Beckmann/ Lehmann