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Adidas is a major German-based sports apparel manufacturer and parent
company of the Adidas Group, which consists of the Reebok sportswear
company, TaylorMade-adidasgolf company (including Ashworth), and
Rockport. Besides sports footwear, the company also produces other
products such as bags, shirts, watches, eyewear and other sports and
clothing-related goods. The company is the largest sportswear
manufacturer in Europe and the second biggest sportswear manufacturer
in the world, after its U.S. rival Nike.

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

The company's clothing and shoe designs typically feature three parallel
bars, and the same motif is incorporated into Adi das's current official
logo. The "Three Stripes" were bought from the Finnish sport company
Karhu Sports in the 1950s.The company revenue for 2009 was listed at
¼10.38 billion and the 2008 figure at ¼10.80 billion.

Adidas was the leading brand among athletes community when, in 1978,
Adolf Dassler passed and his wife Käthe, his son Horst, and his daughter
Carry started running the business. That was a big transition that was
completed in the 90's when Robert Louis-Dreyfus became Adidas CEO:
Adidas started moving from being a manufacturing and sales based
company to a marketing company.

Adidas is the no.1 outlet in the sports wears category products. c

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Retail mix includes the following elements:
1.c Product
2.c Price
3.c Location
4.c Promotion
5.c Customer service
6.c Store design
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Adidas includes varieties of merchandise. In the product line of adidas it
includes for men, women, kids and sports wear. Adidas includes shoes,
apparel, and accessories for the all three segments. In the sports
performance following are:

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A pair of Adidas Response Cushion 18 running trainers. Adidas currently

manufactures several running shoes, including the adiStar Control 5, the
adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova
Sequence (the replacement for the Supernova Con trol 10), and the
Supernova Cushion 7 (which will soon be replaced by the Supernova
Glide), among others.
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One of the main focuses of Adidas is football kit and associated

equipment. Adidas also provides apparel and equipment for all teams in
Major League Soccer. Adidas remain a major company in the supply of
team kits for international football teams.

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Professional tennis player Andy Murray.Adidas has sponsored tennis

players and recently introduced a new line of tennis racquets.
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adidasGolf is part of adidas, a German-based sports apparel manufacturer

and part of the adidas Group, which consis ts of Reebok sportswear
company, TaylorMade-adidas golf company, and Rockport. The adidas
Group is one of the global leaders in the sporting goods industry offering
a wide range of products around the three core segments of adidas,
Reebok, and TaylorMade-adidasGolf.Adidas Golf sells apparel, footwear,
and accessories for men, women, and youth. Men¶s equipment includes
footwear, shirts, shorts, pants, outerwear, base layer and eyewear.
Women¶s equipment includes footwear, shirts, shorts, skirts, pants,
outerwear, base layers, and eyewear. Youth equipment includes both
boys and girls footwear, apparel, and eyewear.
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Adidas has been a longtime basketball shoe manufacturer and is one of

the leading basketball brands in the world. They are most famous for their
iconic Superstar and Pro Model shoes, affectionately known as
"shelltoes" for their stylized hard rubber toe box.
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Adidas make rugby balls and other rugby gear.

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Adidas also designs and makes sandals, watches, eyewear, bags, baseball
caps, and socks. As well, Adidas has a branded range of male and female
deodorants, perfumes, aftershave and lotions.

All the products are categorized as following:

ac Apparel: this part of category includes sports apparel, T -shirts,

track suits.
ac Sports kit: football, basketball, cricket, golf etc.
ac Accessories: all kind of sports accessories.

The new arrivals in the store are display in the front for the attraction of
the customers.

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Pricing strategy includes High/low pricing. This pricing strategy often

weekly discounts the initial price for merchandise through frequent sales
promotions. The sales undertaken by retailer have become more intense.
The pricing method used by company is cost plus method which includes
cost of production and profit margin.

Retail price includes cost of merchandise and markup. Mark up is the

difference between the retail price and the cost of an item.

The company itself not by outlet does the pricing. The pricing of various
products in adidas is as follows:

Uc Footwear¶s are from Rs. 2399- Rs.12500

 Uc Apparels are from Rs.499-Rs. 3500
Uc Accessories are from Rs.300-Rs 3000

The quality of the product is upto standard. It gives value to money to

customers. This price includes the cost of manufacturing and profit of the
company and outlet. Pricing is done with respect of competitive
environment as Nike is the top competitor of Ad idas.

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It is a Freestanding Sites-

- An individual, isolated store unconnected to other retailers.

- They might be near other freestanding retailers.

‡Easy access and parking

‡High vehicular traffic and visibility to attract customers

‡Modest occupancy costs

‡Separation from direct competition

‡Less restrictions on signs, hours, merchandise

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Promotion of the brand and outlet is done through the company . Store
does not involve in any kind of promotional activity like advertisement.
Though store gives discounts to customer who purchases more then Rs.
3000. The discount is available 365 days. Communication mix is used by
company includes newspaper ads, television ads, print media, celebrity
endorsement etc.

Methods of communication used by Adidas with customer are follows:

 ac Advertising
ac Sales promotion
ac Discount coupons
ac Store atmosphere
ac Web site
ac Word of mouth communication

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Once a customer purchases a product if any defects found in the product

it is repair within 30 days. The customer complaints are taken into
account immediately. In this store there are 1 manager and 3 are
salesperson so for any complaint customer can contact to manager. For
purchasing of products they can take help of salespersons.

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It was established 3 years ago with the black theme, which is designed by
company itself. Now they are planning the renovation of the store. The
products are displayed in the specific category like men¶s wear segment
is different, women¶s segment is different display.

The company designs the store layout, which is more of customer driven.
The target audience of the adidas is sports persons, youth. The outlet is
the franchisee. The building is also on rent. When new arrivals comes
they display them in a specific zone.

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It is a free form layout. Fixtures and aisles arranged asymmetrically

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