Adidas is one of the largest sportswear manufacturers in the world, and one of the main product lines is football. They produce soccer shoes, jerseys and many football equipment. This products are used by many professional football teams. Adidas also produces special products for many competitions, such as the world cup. “Impossible Is Nothing” is the current slogan and uses the “Believe In Five” slogan for basketball.
The fact that Adidas produces products for important competitions and creates sponsorships reinforces the image of the successful company.With a long history of providing high-quality athletic sportswear for athletes, Adidas target market is sports participants, including those at the highest level of their sport, as well as non-athletes who are inspired by or really love sports. It maintains Adidas’s position in the sustainable brands category with its guerilla marketing activities. Advertisements such as putting huge size shoe boxes on the street, turning the bus stops into reserve players’ bases can be given as an example of guerilla marketing that adidas’s choose.
In addition, brand expansion strategy is another marketing policy of adidas.The brand expansion strategy preferred by many companies. It is an application in which companies want to transfer their existing brand image and marketing in this way to new products as consumers. In that analysis, the consumer expansion strategy and consumer attitudes against the brand are applied to determine the variables that affect the brand attitude by using the brand expansion strategy and its effects on the purpose of consumer purchasing are determined.
Within the content of the research, 445 students interviewed face-to-face at Cumhuriyet University. Results SPSS 20.0 program, the frequency of students and the percentages of the answers received; The responses were analyzed using the t-test and ANOVA. In this research, students emerged as a brand for the expansion of jeans and imaginary product categories applications against the positive factors emerging against the positive attitude of Adidas, such as mobile phones and laptops.
Marketing Strategy of Puma
Puma uses a mix of demographic, geographic and psychographic segmentation strategies to understand the needs of customers in the competitive market. This is called marketing mix.Targeting strategy is the basis of the product development process. Puma uses different targeting strategies for each product category. Puma deals in product categories such as footwear, eyewear, watches, sports accessories and clothing. Being present in interrelated product segments with a large number of offerings helps the brand in getting a high share of wallet and increase in customer basket size.
Puma has positioned itself as a brand trying to advance and achieve the best. Puma uses a value-based positioning strategy for this.Also Puma sponsors many national football teams and soccers.
Adidas Employee Analysis
Adidas place considerable effort into creating a work environment that stımulates innovation, team spirit, engagement and achievement. By unlocking the talent of their workforce, they bring to life their company’s strategy and drive business results.
Şekil 1Number of Employees of the adidas Group worldwide from 2000 to 2019
Their definition for the employee strategy ”ambition is to be the employer of choice both for our current and future employees because this will lead to business success.’ employer of choice’ status continues to garner worldwide recognition and enables to attract, retain and engage industry-leading talent to sustain the company’s success and growth.
Puma Employee Analysis
The PUMA company culture is unique to the people living the brand and opens its potential on its own. In addition to offering the best gaming and working space as a modern working environment, it also encourages colleagues to target high performance by always offering the opportunity to grow.
Puma’s number of employees worldwide from 1993 to 2019*
Now all information about their employees is available on a single platform, enabling them to execute almost all transactions related to people digitally. Worldwide employees with 24/7 real-time access to their data can manage all their organization documents.
The opportunity to manage their own staff profiles and always update their work experience and qualifications, to be visible in the organization. In addition, Workday is a great tool that helps managers manage their teams by providing quick information through dashboards and detailed employee information.