ADDIDAS营销策划案.doc

ADDIDAS营销策划案 German CorporateConference DeutscheBankRobin Stalker,CFOJune1,xxFrankfurt/Main2Agenda?adidas GroupQ1xxresults overview?Reebok integrationupdate?Outlook3An ExcitingStart Toxx?Strong developmentin adidasand TaylorMade-adidas Golfsegments?Reebok beesnew Groupsegment?World Cupmomentum growing4Exciting OperationalDevelopments5Regional Sales Growth OfCombined Group44312051000%100%50%EuropeNorth AmericaAsiaLatinAmericain%of totalGroup salesCurrency-neutral adidas Group NetSales GrowthTotalGroup(Growth ratesin euros)+20%(+21%)+94%(+113%)+28%(+34%)+58%(+85%)+40%(+47%)6Strong SalesDevelopment ForThe GroupExcluding Reebok0%30%10%currency-neutral(in euros)adidas Groupexcl.Reebok NetSales Growth+12%(+17%)+26%(+34%)+13%(+19%)(excl.Reebok)20%7Numerous FactorsImpact FirstQuarter Gross Marginadidas Groupgross margin45.0%First-time inclusionof ReebokPurchaseprice aount-ingHigher inputpricesLack ofpositive currencyeffectsSalomon8SalesGrowthand OperatingExpense LeverageSupport OperatingMarginOperating expenseleverageStrong salesgrowth5million increasein royaltiesLowergross marginGroupoperating margin10.1%9?Net financialexpenses increaseto28million?Ine beforetaxes grows14%to220million?Group taxrate reducedto31.8%?Net inefrom continuingoperations increasesto150million(+16%)Net ineattributable toshareholders reaches144million(+37%)Strong IBTAnd EarningsPerformance10?Days ofSales Outstanding(DSO)improve?Operating workingcapital asa percentageof sales atrecord Q1level of25%?Net debtincrease reflectsReebok acquisitionfinancingCurrency-neutral changeadidas Groupadidas Groupexcl.ReebokInventories+66%+25%Receivables+54%+8%Operating WorkingCapital ProgressContinues11Agenda?adidasGroupQ1xxresults overview?Reebok integrationupdate?Outlook12Three UniqueCore Brands?Passion forsport andteamwork?Enabling athletesto reachtheir highestperformance levels?Defining golfexcellence?Best golfproducts forbest players?Celebrating Individuality?Redefining performanceand lifestyleTechnologyand innovationCutting-edge designCustomizedproducts anddistribution13Substantive Revenue Synergies ExpectedBrandedapparelAnnual revenuesynergies:500millionLicensed productRegionalinitiativesDistributor buyouts14Phasing ofRevenueSynergieson theFast-Trackin millionsxxxxxxSynergy100250500?Savings equallyspread overAsia,North Americaand Europe?One-time expensesto average1525million peryear?Potential foradded speedin distributorbuybacks15Cost SynergiesSignificantly AboveOriginal ExpectationsMarketing&SalesAnnual costsynergies()byxx:175millionDistribution&WarehousingAdministration&ITSourcing16Phasing ofCost SynergiesLeads toFull Impactinxxin millionsxxxxxxxxSynergy3587.5175175One-time cost357070-Net effect017.510517517Reebok IntegrationProcess OffTo AGood Start?Group mediabuying partnerCaratselected?Buy outof Russiandistributorannounced?adidas Marketingexpertisetransfer18Reebok Q1Performance InLine WithExpectations?Currency-neutral salesdown16%(-10%in euros)?Currency-neutral backlogsdecline14%(-10%in euros)?Weak salesto keyaounts intheUS andUK?Declines inlifestyle-orientedcategories19Overing Short-Term Challenges?New,motivated managementteam?Tightened distributionstrategy?Better brandmunication?Focus onexecutional excellence20Increasing ReebokDistribution Disciplineand StrengtheningBrand Communication?More selectivedistributionwith keyretailers?Tighter allocationstrategy?Streamlined logousage?New NFL,running andbasketball campaignstoe inFWxx21Agenda?adidasGroupQ1xxresults overview?Reebok integrationupdate?Outlook22Strong adidasAnd TaylorMadePerformance SupportPositive Outlook?adidas backlogsincrease12%(+15%in euros)?Initiatives inrunning andWomens supportstrongadidas brandmomentum in Q3?Exciting TaylorMadeproduct launchesinQ223xxFinancial GuidanceConfirmedGroupGroup(excl.Reebok)Currency-neutral revenuegrowthDouble-digit High-single-digitGross margin44-46%47-48%Operating marginca.9%ca.10-10.5%Net inegrowth Double-digit Double-digit24Medium-term GuidanceIncreased onApril11TargetAnnual salesgrowth High-single-digitGross margin46-48%Operating marginca.11%Annual growthof ineDouble-digit forthe next3years,at least20%inxx25?New partnershipsannounced?Exciting productlaunches?Football ambitionsgreater thanever?Football categoryexpected togenerate salesof around1.2billion euroinxxWorld CupFever inHigh Gear?Football categoryto generatesalesof morethan1.2billion euroinxx?15million of+Teamgeist ballsto besold inxx26PositivexxOutlook?Strong Q1results?Brand-driven approach?Reebok integrationoffto agood start?xxguidancereconfirmed27QUESTIONS&ANSWERSAppendix29Mixed BrandGrossMarginDevelopment*Includes HQ/consolidationQ1/xx46.6%?(0.5pp)35.7%-42.9%?+0.1pp45.0%?(3.0pp)*30adidas BacklogsBy ProductCategory AndRegion?Development of adidas order backlogs(in%)?Currency-neutral developmentofadidasorder backlogs(in%)EuropeNorthAmericaAsia TotalFootwear420xxApparel8183016Total8192815EuropeNorthAmericaAsia TotalFootwear311178Apparel8102613Total711251231Reebok BacklogsBy ProductCategory AndRegion?D