Report of Marketing Activities of a Company

TABLE OF CONTENTS

Tables and figures

1 INTRODUCTION 1

2 SEGMENTS & PRODUCT/SERVICE 2

3 RELATIONSHIP MARKETING ...............................................3

4 SERVICE MARKETING ....................................................... 4

5 BUSINESS -TO- BUSINESS MARKETING................................5

6 BIBLOGRAPHY....................................................................6

Tables and figures

FIGURE1. Bastin Schweinsteinger's picture........................................1

1 INTRODUCTION

This case analysis is about Adidas Company and the report focuses on a brief introduction about the company and its stakes in the sporting world as relating it to Adidas' products and range of services, relationship marketing, service marketing and Business to business marketing in connection with one of its major customers.

However, the report tends to streamline its analysis to only the Bundesliga (the Germany first division football male league) as most teams in the league are pat-ronizing Adidas and looking at their continuous and harmonious relationships. This allows the report to dwell more on FC Bayern München, being the biggest football club in Germany which is the number one user of Adidas' products in the league.

In a nutshell, to start this report it is important to note that Adidas was established by Adolf Dassler, a German shoes maker living in Herzogenaurach, a city close from Nuremberg in 1920.It did not take too much time to Adolf Dassler to make his brand famous all around the globe. As a matter of fact, thanks to the TV appear-ance and the global sports competitions (Olympic Games, Soccer World Cup, Tennis tournaments, etc.), his products were immediately worldwide visible, and well known for their quality and competition requirements. Adidas became quickly one of the leaders on the shoe sports market.

Due to this fact given above, Dassler innovated by using this image to develop other sports equipment. Thus, from 1950 up till the recent times, Adidas kept launching new products not only shoes but other sport wears and equipment for many sports: soccer balls, handball balls, athletics jerseys, boxing gloves, etc.

There are eighteen teams in the Bundesliga , Adidas sponsored six of them, three are with Nike, for with Puma, one with Lotto and the remaining four with Jacko. The first ever standardized match ball for all Bundesliga and Bundesliga two matches, called "Torfabrik".

The right package awarded adidas also includes the option to manufacture specifically licensed products and to advertise on the league's various media platforms. It is Herbert Hainer, chairman of the adidas Group (Chief executive officer of the Adidas AG), is also a stakeholder in FC Bayern München AG and he is the deputy chairman of the Supervisory Board