Impossible is Nothing

Introduction ADIDAS IN INDIA

1989 entered India, license agreement with Bata 1996 Joint venture with Magnum International Trading Co. Ltd. 1998 Sachin Tendulkar is Brand Ambassador for India 1999 introduced the cheapest range of shoes they had ever sold 2001 first televised advertisement for India: Paes & Sachin 2004 Advantage adidas campaign kicks in. 30% growth milestone 2005 Andreas Gellner is new MD, India.

MISSION OF THE COMPANY

The adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.  We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.  We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.  We are a global organization that is socially and environmentally responsible, creative and financially rewarding for our employees and shareholders.  We are committed to continuously strengthening our brands and products to improve our competitive position. We are dedicated to consistently delivering outstanding financial results

COMPETITOR ANALYSIS

Reebok
STRENGTHS Found in 1895, Reebok Intl. Ltd. Is steeped in history and heritage Has largest market share in India Has strived on street hip-hop image as its USP Compulsory centralized test for all sales staff

WEAKNESSES Least preferred brand among the three and currently stagnating

Nike
STRENGTHS Largest International portfolio of sport ambassadors Sponsors football teams with maximum fan following in India Highest brand image in India according to our survey

WEAKNESSES Rigid pricing structure Our survey shows Nike behind Reebok & Adidas in market share in India

MOST PREFERRED BRANDS IN INDIA

45 40 35 30 25 20 15 10 5 0 Reebok adidas Nike Others

CUSTOMERS WILLINGNESS TO PAY

40 35 30 25 20 15 10 5 0 500-999 1000-1999 2000-2999 3000-3999 4000+

ADIDAS - MARKETING PLAN

MARKETING STRATEGY
People purchase products or services for three basic reasons:
  

To satisfy basic needs. To solve problems. To make themselves feel good.

MISSION OF THE MARKETING PLAN

To devise a marketing plan and formulate strategies which would help in the achievement of the marketing objectives of the company which are,  Market penetration gaining market share across all markets in which we compete  Market development expanding into new markets and addressing new consumer segments


Awareness - increasing awareness and visibility across all brands, providing clear and consistent messaging and supporting product initiatives at the point-of-sale.

TARGET MARKETS
The target market of Adidas is the urban youth with the brand proposition competition to lifestyle. The principle consumption centres namely the metros are also a potential target market!

MARKET NEEDS
 Comfort  Durability  Style  Price  Brand

MOST IMPORTANT FACTOR BEFORE PURCHASE

60 50

40

30

20

10

0 Durability Comforts Looks Brand Others

PRODUCT MIX

Adidas
FOOTBALL RUNNING BASKETBALL GOLF TAYLORMADE CASUAL

Studded boots, stocking s, teamits, warm up suites

Shoes, spikes, socks

Shoes, jerseys n shorts, team kits

Hats, gloves, b ags, vintage clubs (golf sticks), golf balls, putters

Apparels and accessories

BRAND EQUITY
45 40 35 30 25 20 15 10 5 0 Nike Adidas Reebok Others

COMPANY

PRODUCTS

ADIDAS RUNNING Shoes, spikes, socks, FOOTBALL Studded boots, stockings, team-its, warm up suites BASKETBALL Shoes, jerseys n shorts, team kits GOLF TAYLORMADE Hats, gloves, bags, vintage clubs (golf sticks), golf balls, putters, CASUAL Footwear and clothing Apparels and accessories
NIKE FOOTBALL Boots, jerseys, shorts, stockings, team kits, warm up suites, BASKETBALL Shoes, jerseys, shorts and team kits GOLF Shoes, golf balls, apparel ATHLETICS Shoes, spikes, compressor apparel, training kits NIKE+ i-pods and watches CASUAL Footwear , apparels and accessories PUMA FOOTBALL Boots RUNNING Shoes, studs, warm up suites and training kits GOLF Golf ball and apparels MOTORSPORT Apparels, equipments and footwear SAILING Chute, board shorts, cruising jackets and accessories CRICKET Bats, gloves, pads, footwear, training kits, apparels and equipments.

COMPETENCE
The firm has a stiff competition in the Indian market. Currently, Nike is the leading player in the industry.

 Multi-Brand Approach
There is a natural limit a brand can achieve given the diverse tastes and expectations of a highly fragmented consumer market. Thus, a multi-brand approach will provide the firm with a major competitive advantage and significant additional commercial opportunities compared to a single brand strategy. It can leverage the power of its brands in a more precise and meaningful way, utilizing the combined strengths of each to compete for a higher percentage of the market, covering a greater number of consumer needs, price points and demographics.

 Broader distribution
Close cooperation with retailers can significantly improve the in-store experience for the product. Establishing shop-in-shop formats (e.g. with JJB and Dicks Sporting Goods) or retail partnerships (e.g. with INTERSPORT) are examples where the company is leading the industry. Such co operations can be particularly effective in markets that have become dominated by price and lack of differentiation.

 Cost leadership
The acquisition of Reebok has created significant opportunities to reduce and optimize costs, through scale benefits, back office consolidation and combined capital expenditure planning.

MARKET SEGMENTS

Geographic segmentation
 Density: Urban and semi-urban cities

 Demographic segmentation
    Age: 15 to 35 Income level: >Rs. 15,000 Social class: Upper middle, lower upper and upper class Gender: Male and female

 Psychographic segmentation
    Experiencers Achievers Image drivers Strivers

ADIDAS z STRATEGY IN INDIA

Adidas strategy in India has been consistent over the past few years. The broad elements of the strategy are to target the brand to urban youth with our brand proposition from competition to lifestyle using the authentic sports platform and build and reinforce credibility through relevant brand ambassadors and grassroots sports marketing programs. Further, it would target principal consumption centers, namely metros and build significant stand-alone exclusive store presence in significant locations. The strategy would be to play to our strengths, i.e. in apparel and mid to high priced footwear.