Reebok 2013 Annual Report Download - page 82

adidas Group
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2013 Annual Report
Group Management Report – Our Group
78
2013
Global Brands Strategy
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02.5
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To be successful across consumer segments, we acknowledge that a
strategy of mass production or mass marketing is no longer sufficient.
Only by identifying and understanding consumers’ motivations and
goals for doing sport, their individual lifestyle, their fitness level and
their buying habits can we create meaningful products, services and
experiences that build a lasting impression and brand loyalty. In this
respect, we have identified five key global trends which will be important
to address with our brands and sub-brands over the duration of Route
2015:
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Fit for life: Sport is no longer just about competing and winning.
Sport is becoming more embedded in consumers’ everyday lifestyles.
Motivations and goals are becoming more holistic, fun, socialising and
life-enhancing.
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You are what you know and what you do: Society is embracing a
life-long learning attitude, and placing more emphasis on what we know
and do versus what we have and where we come from.
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Celebrating individuality: Consumers increasingly fulfil their desire
to differentiate themselves from one another by being more creative – on
the one hand mixing and matching products and services they need, and
on the other hand seeking personalised offerings tailored for them. The
growth in social media continues to fuel more and more opportunities to
display individuality, making it even more important.
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Together is better: There is an increasing need for meaningful social
interaction, both online and offline, as consumers become more mobile,
and digital technologies and social networks make it easier for them to
connect with like-minded people.
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Back to basics: For everyday life, products and services are desired
to be simple and authentic, making consumers’ lives easier. There is
a growing interest in outdoor activities and minimalistically designed
products, reflecting the desire to reconnect and be in tune with nature.
To match these trends and fulfil consumer demands, Global Brands
teams adhere to the following principles:
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Create the unexpected through product and brand experience.
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Create the highest emotional connection between our brands and the
consumer.
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Be prepared for the next generation, anticipating change.
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Simplify to the maximum.
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Show excellence in execution, being consistent in what we do, from
idea creation to communication.
Brand architecture and differentiation
We believe that our Group’s multi-brand structure gives us an important
competitive advantage. Through our brand architecture, we seamlessly
cover the consumer segments we have defined, catering to more
consumer needs, while at the same time keeping clarity of brand
message and values.
Each brand and sub-brand is responsible for bringing its own distinct
positioning to life, through the creation of products and communications
that not only support the commercial functions in their day-to-day
business activities, but also provide the platform and framework for
long-term market share and profitability improvements. While adidas
and Reebok each have unique identities, heritages, technologies,
designs and reputations, the strategic principles and methods for driving
future sales growth and profitability improvements are common to both.
These include:
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Leadership in product innovation to excite and inspire the consumer.
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Marketing and communication leadership.
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Activation and validation via a relevant set of promotion partnerships.
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Extending brand reach and appeal through strategic partnerships.