Marketing Portfolio - Flanking & Fighter Strategies

• 1. FIGHTER & FLANKINGBRANDING STRATEGIES GROUP 5ATMAN, MILIN, MONA, PRASAN, SIDDHARTH

2. The TeamMona Sharma Siddharth RPrasan Arora Atman Shah Milin Parekh 3. BRANDING STRATEGIES Flanking Brand Strategy? A flanker brand is a new brand introduced into the market by acompany that already has an established brand in the same productcategory The new brand is designed to compete in the category withoutdamaging the existing items market share by targeting a differentgroup of consumers No or minimal cannibilization as the target segments are different Fighter Brand Strategy? A new brand is created and deployed in the market to take thecompetition head-on in order to win back the customers Certain degree of cannibilization possible 4. ADIDAS AG Adidas AG is a 13.34 Billion company Founded in 1924 as Gebrder Dassler Schuhfabrik by AdolfDassler Adidas AG is the holding company for Adidas GroupSource: http://www.adidas.com - Adidas Official Website 5. FLANKING STRATEGYSource: http://www.adidas.com - Adidas Official Website 6. FIGHTER STRATEGY Adidas took over Reebok in Jan 2006 for $ 3.8 Billion The takeover merged the worlds number two, Adidas, andnumber three, Reebok, creating a serious challenger to marketleader Nike Reebok was a separate brand within the new group, thatcompeted in the market This helped Adidas gain market share against Nike and fightagainst other brands such as Puma, Umbro, etc. The combination of Adidas and Reebok accelerated the AdidasGroups strategic intent