Reebok 2014 Annual Report Download - page 57

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adidas Group
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2014 Annual Report
Group Management Report – Our Group
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2014
Global Brands Strategy
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02.3
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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 adidas Group, Global Brands is focused on driving
the development of the adidas and Reebok brands. The overall strategic goal is to build brands that
inspire and enable consumers to harness the power of sport in their lives.
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 football, 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 efficiency initiatives 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, higher levels of full-price sales and gross margin optimisation.
Focus on the consumer
The consumer and creating consumer desire for our products is at the heart of everything Global
Brands does. 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.
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’ individual
motivations and goals for doing sport, their lifestyle, their fitness level, where they are doing sport
and their buying habits can we create meaningful products, services and experiences that build a
lasting impression and brand loyalty.