Reebok 2013 Annual Report Download - page 81

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adidas Group
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2013 Annual Report
Group Management Report – Our Group
77
2013
Global Brands Strategy
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02.5
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Global Brands Strategy
Global Brands is responsible for brand positioning, brand strategy, product creation, innovation and
all the product and brand marketing functions of the adidas and Reebok brands. The primary objective
of this portfolio strategy is to ensure that our brands seize market share and category opportunities
through well-defined and coordinated go-to-market strategies. Each brand is responsible for the
execution of its strategic focus by creating a constant stream of innovative and desirable products
and generating communication strategies that connect with their target consumer in an engaging and
compelling way.
Driving the long-term development of adidas and Reebok
To secure long-term sustainable growth for the Group, Global Brands is
focused on driving the development of the adidas and Reebok brands.
The overall strategic goal is to achieve qualitative, sustainable growth
by building desirable brands in consumers’ perception. Global Brands
played a central role in the creation of Route 2015, the adidas Group’s
strategic business plan that was unveiled in 2010. The adidas and
Reebok brands are expected to deliver more than 80% of the targeted
growth for the Group until 2015.
Areas within adidas and Reebok that were identified as key contributors
and game changers for the adidas Group include:
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Gaining sales and market share in the key global categories running
and basketball with adidas Sport Performance.
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Expanding adidas Sport Style in fast fashion with the adidas NEO label.
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Maintaining adidas Originals’ strong momentum with the fashion-
driven lifestyle consumer.
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Establishing Reebok as the leading fitness brand.
Global Brands also plays a key role in bringing the efficiency initiatives
of Route 2015 to life, by focusing on speed, consistency and consumer
focus. Among other things, we are striving to present adidas and Reebok
in a more consistent way around the world in terms of ranges and
pricing. In the long term, this should lead to range size efficiencies and
gross margin optimisation. One example of this is the creation of the
“Global Foundation Range” for each brand, which will be mandatory for
all of our markets and channels.
Focus on the consumer
The consumer and creating consumer desire for our products is at the
heart of everything we do. By constantly developing desirable products
and inspiring brand experiences, we can drive sustainable and quality
growth, building a strong reputation and loyalty with consumers.
Moreover, we also understand that, in order to have credible and
authentic connections to create such desirability with our consumers,
we must have the right market segmentation strategy. As part of its
function, Global Brands has mapped out our target consumer universe,
which spans from our roots in sport, the “pure performer”, through to
today’s style setters who have embraced sporting goods brands as part
of their lifestyle
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DIAGRAM 01.
01
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Brand architecture – portfolio strategy
Pure
Performer
Athletic
Stylite
Athletic
Classic
Brand
Driven
Sport
Inspired
Style
Adopter
Style
Setter
Competitive Sports Active Sports Casual Sports Sports Fashion