adidas India Ltd Background
The company is the Indian subsidiary of adidas Group. Although Reebok is also owned by adidas Group, adidas India Marketing only markets and distributes adidas products in India.
The company’s core business is mainly footwear. Nonetheless, the company also has presence in clothing products such as men’s and women’s tops, hosiery and non-apparel products, such as sports equipment.
In India, the adidas and Reebok brands are handled by two different companies. adidas India Marketing (adidas India) handles only the adidas brand in India, and that includes adidas sportswear, casual wear as well as non-apparel products.
The company has a national presence and is present in all major cities as well as many smaller towns.
The company distributes its products both through its EBOs (exclusive brand outlets) as well as through independent footwear retailers across the country.
adidas (UK) Ltd Background
adidas Group was founded in 1948 in Germany, and adidas (UK) Ltd is a subsidiary of adidas AG.
In 1995 adidas went public and became available for stock market trading on the Frankfurt and Paris Stock Exchanges.
In 2006 adidas acquired a major sportswear competitor, Reebok, which greatly increased its share. The company benefited from this acquisition by increasing its brand identity and offering a wider range of products to both consumers and athletes.
In November 2011 adidas discussed acquiring Five Ten, a leading brand in outdoor and action sports apparel. The acquisition was later approved, and it purchased Five Ten for US$25 million, as the company plans on increasing its presence within outdoor clothing
In 2012 adidas owned three sportswear brands, adidas, Reebok and TaylorMade, with the latter leading in golf apparel and golf equipment.
In 2010 adidas Group introduced a five-year strategic business plan called “Route 2015”, which aims to grow the business of the entire company to turnover of €17 billion and operating margins of 11% by 2015.
The group has an international presence in markets across the world, including the US, South America, Asia and Europe. adidas (India) Competitive Positioning
adidas India ranks seventh in apparel and third in footwear. In men’s outerwear (excl jeans), overall it ranks 17th. The company’s strength in sports footwear helps it maintain its leadership in footwear overall, where it had a 3% value share in 2012. In addition, the adidas brand is available across India either from its EBOs (exclusive brand outlets) or multibrand outlets.
The company has a wide portfolio ranging from sportswear to casual wear to accessories and a few beauty and personal care products such as deodorants, as well. Nonetheless, the bulk of the company sales were still coming from footwear during the review period.
The company had over 400 EBOs (exclusive brand outlets) during the review period and plans to add another 50 in 2012.
The comp any is sponsoring various sports events other than cricket to grab more market share and to become a predominant player in sportswear. The company also plans various advertising campaigns for different sports to promote its related sportswear.
The company is also launching new designs of footwear in the coming months of 2013. The company has positioned itself as a premium brand. This has helped it to increase its presence in smaller cities where middle-class households are increasingly aspiring to wear premium brands.
adidas Group was founded in 1948 in Germany, and adidas (UK) Ltd is a subsidiary of adidas AG. In 1995 adidas went public and became available for stock market trading on the Frankfurt and Paris Stock Exchanges. In 2006 adidas acquired a major sportswear competitor, Reebok, which greatly increased its share. The company benefited from this acquisition by increasing its brand identity and offering a wider range of products to both consumers and athletes. In...
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