ADDIDAS营销策划案.ppt

1、German Corporate Conference Deutsche BankRobin Stalker, CFO,June 1 , 2006 Frankfurt/Main,Agenda,adidas Group Q1 2006 results overview Reebok integration update Outlook,An Exciting Start To 2006,Strong development in adidas and TaylorMade-adidas Golf segments Reebok becomes new Group segment World Cu

2、p momentum growing,Exciting Operational Developments,Regional Sales Growth Of Combined Group,44,31,20,5,100,0%,100%,50%,Europe,North America,Asia,Latin America,in % of total Group sales,Currency-neutral adidas Group Net Sales Growth,TotalGroup,(Growth rates in euros),Strong Sales Development For The

3、 Group Excluding Reebok,0%,30%,10%,currency-neutral (in euros),adidas Group excl. Reebok Net Sales Growth,+12% (+17%),+26% (+34%),+13% (+19%),(excl. Reebok),20%,Numerous Factors Impact First Quarter Gross Margin,adidas Group gross margin 45.0%,First-time inclusion of Reebok,Purchase price account-in

4、g,Higher input prices,Lack of positive currency effects,Salomon,Sales Growth and Operating Expense Leverage Support Operating Margin,Operating expense leverage,Strong sales growth, 5 million increase in royalties,Lower gross margin,Group operating margin 10.1%,Net financial expenses increase to 28 m

5、illion Income before taxes grows 14% to 220 million Group tax rate reduced to 31.8% Net income from continuing operations increases to 150 million (+16%),Net income attributable to shareholders reaches 144 million (+37%),Strong IBT And Earnings Performance,Days of Sales Outstanding (DSO) improve Ope

6、rating working capital as a percentage of net sales at record Q1 level of 25% Net debt increase reflects Reebok acquisition financing,Operating Working Capital Progress Continues,Agenda,adidas Group Q1 2006 results overview Reebok integration update Outlook,Three Unique Core Brands,Passion for sport

7、 and teamwork Enabling athletes to reach their highest performance levels,Defining golf excellence Best golf products for best players,Celebrating Individuality Redefining performance and lifestyle,Technology and innovation,Cutting-edge design,Customized products and distribution,Substantive Revenue

8、 Synergies Expected,Branded apparel,Annual revenue synergies: 500 million,Licensed product,Regional initiatives,Distributor buyouts,Phasing of Revenue Synergies on the Fast-Track,Savings equally spread over Asia, North America and Europe One-time expenses to average 15 25 million per year Potential

9、for added speed in distributor buybacks,Cost Synergies Significantly Above Original Expectations,Phasing of Cost Synergies Leads to Full Impact in 2009,Reebok Integration Process Off To A Good Start,Group media buying partnerCarat selected Buy out of Russian distributorannounced adidas Marketing exp

10、ertisetransfer,Reebok Q1 Performance In Line With Expectations,Currency-neutral sales down 16%(-10% in euros) Currency-neutral backlogsdecline 14% (-10% in euros) Weak sales to key accounts in theUS and UK Declines in lifestyle-orientedcategories,Overcoming Short-Term Challenges,New, motivated manag

11、ementteam Tightened distribution strategy Better brand communication Focus on executional excellence,Increasing Reebok Distribution Discipline and Strengthening Brand Communication,More selective distributionwith key retailers Tighter allocationstrategy Streamlined logo usage New NFL, running and ba

12、sketball campaignsto come in FW 2006,Agenda,adidas Group Q1 2006 results overview Reebok integration update Outlook,Strong adidas And TaylorMade Performance Support Positive Outlook,adidas backlogs increase 12% (+15% in euros) Initiatives in running andWomens support strongadidas brand momentum in Q

13、3 Exciting TaylorMade product launches in Q2,2006 Financial Guidance Confirmed,Medium-term Guidance Increased on April 11,New partnerships announced Exciting product launches Football ambitions greater than ever Football category expected to generate sales of around 1.2 billion euro in 2006,World Cu

14、p Fever in High Gear,Football category to generatesales of more than 1.2 billion euroin 2006 15 million of +Teamgeist balls to be sold in 2006,Positive 2006 Outlook,Strong Q1 results Brand-driven approach Reebok integrationoff to a good start 2006 guidancereconfirmed,QUESTIONS & ANSWERS,Appendix,Mixed Brand Gross Margin Development,*Includes HQ/consolidation,*,adidas Backlogs By Product Category And Region,Development of adidas order b