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아디다스 Global Fashion Market Trends

불어불문학과 21110238 강민경Global Fashion Market TrendsChapter 1 – Brand valueADIDAS – brand valuewww.interbrand.com 이미지 출처Chapter 2 – Branded houseADIDASAdidas take over the Reebok, Puma, Le coq sportif for the expansion. Recently they take over the Taylor Made Golf company.ADIDAS – Brand StatusChapter 3 – profile of the brand- HISTORY, VISION, MISSION - LOGO, PRODUCTS - MARKETING“It is not sell clothes, sell fun”Share 2nd maintenance / Shoes were sold over a billion the world's firstADIDAS – History*************005*************012 adidas has about 7 thousand store in worldwide From 2007 to 2011 there has been a noticeable increase in sales10%20%30%40%'09'11'10'07'0828.7%18%20.5%23.63%41.3%ADIDAS – Market share2012년 현재 아디다스는 전세계 170개국, 법인 60여개국에서 종업원 4만 500명 순수이익으로만 스포츠브랜드 업계에서 2번째, 총 매출규모는 1번째로 큰 브랜드 축구화, 축구용품 등 의류 세계 매출 1위, 점유율 2위 ( 판매된 모든 스포츠 용품의 21.5% 매출 점유율 )ADIDAS – StatusVisionThe Most High-valued in Luxury IndustryProspect Designer BrandsGoalLead the Luxury MarketChallengeExternalStrategyDOSS Directly Operated Synthesized StoreADIDAS FASHIONInternalCOLOR, Quility dependence Synergy between independent DOS Synergy between group and bandglobalization changes in consumption patterns continued growth of e-commerceADIDAS – Vision, MissionOriginals Called a TREFOIL Three geometrical cross lines expressed symbol of diversity Sport Performance Called a three Stripes Sport Style The three lines in round mark Represent a changing worldADIDAS – LOGO (segmentation)Life styleProduct lineCasual groupAdidas Original SportsProfessional sports groupAdidas Sports PerformanceFashion Fallower groupAdidas sports StyleGolf Player groupTaylorMade Adidas GolfSoccer shoes Basketball shoes Tennis shoes Running shoes Training shoes Hiking boots Etc.Training clothes T-shirt Pants Uniforms Swimsuit Etc.Bag Hat Socks Football Etc.ADIDAS – ExtensionshoesclothesaccessoriesLow-Cost StrategyAimed Young PeopleSports MarketingCompare CampaignsDiversification policyThe strengths change to weaknesses of competitorUse advertisingChallenge spirit Communication : VersusBasketball, Soccer, E-sports Etc. Uniform support, partnershipYoung and sensual imageThe interior of each country store was correct localization, different atmosphere strategies to promoteADIDAS – MarketingADIDAS – MarketingMarketing continuous on the basis of SWOT+STP+4PSWOTAggressive market penetrationTarget population of many cities, Customer recognize products by differentiated strategySTP4PPrice – Cheaper than competitors Place – Population cities Product – Segmentation products Promotion – International Marketing+ㆍLaunching a new brand - Secure new distribution channels ㆍSuccessful entry into globalChapter 4 – How to enter the domesticZion Armstrong (Former president of Adidas) Sector : Adidas Korea (CEO) Career : 2009 Adidas Korea Reebok Managing Director 2005 Adidas Asia Pacific Headquarters 1998 Joined AdidasChanged the company name Adidas KoreaOEM supplier in KoreaAdidas domestic joint venturesADIDAS – Entered the Korean Market in 1982Thank You!{nameOfApplication=Show}

경영/경제| 2014.06.11| 18페이지| 2,000원| 조회(108)

마케팅, 역사, 브랜드, 제품, 로고, 아디다스

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