adidas_positioningstrategy EU战略.pptVIP

Agenda adidas’ strong brand positioning in Central Europe is rooted in sponsoring local heroes in the past… adidas served athletes in Central Europe long before the fall of the iron curtain The Central European market for Clothing and Footwear is still fairly small but holds future opportunities The expenditure growth on Clothing and Footwear is double that of Western Europe The Sports and Fashion consumers’ behavior is shifting towards functional needs Today‘s Central European non-food retail is not specialized and is highly fragmented Therefore, mono brand stores have been important to drive brand throughout the 1990‘s… The Clothing and Footwear retail environment must develop in order to drive different consumer behavior adidas will capitalize on the challenges presented by EU Enlargement through the Winning in Europe project Winning in Europe will enable adidas to strengthen the overallsporting goods industry as well as elevate market dominance to a greater level The Winning in Europe strategy is built on 4 pillars Area Central has been formed and designed for 3 main reasons Area Formation is responsible for centralizing and harmonizing leadership, products, and pricing Area Design creates a structure similar to that of other Areas in Europe Product Ranging gives Central Europe access to 4 times more products Demand Planning ensures that the right products are deliveredat the right time adidas has been and will be the number 1 brand in Central Europe adidas-Salomon‘s positioning and strategy after EU enlargement Roland Auschel Head of Region Europe 1. Introduction 2. History and Future Strategy 3. Results 1. Introduction 2. History and Future Strategy 3. Results adidas-Salomon Region Europe 3.2 billion Net Sales adidas Region Europe represents 49% of the Group’s business Roland Auschel Head of Region Europe/ Middle East/Africa for adidas 2.7 bill. 0.5 bill. Taylor Made Salomon Mavic adidas-Salomon worldwide 6.5 billion Net Sales Europe/ Middle Eas