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A PROJECT REPORT ON

³BRAND MARKETING ON ADIDAS´

SUBMITTED BY

MR. NILESH G. JAGTAP

BBA 6TH SEMESTER

YEAR 2010-2011

UNDER THE GUIDANCE OF

PROF. DOLAN MUKHOPADHAYA

(INTERNAL GUIDE)

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF

GRADUATION IN MARKETING MANAGEMENT

(B.B.A)

S.C.M.I.R.T

KARVE NAGAR, KOTHRUD, PUNE c


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Declaration

I, the undersigned NILESH JAGTAP, declare that the Project Report titled as,

³BRAND MARKETING ON ADIDAS´

submitted by me for partial fulfillment of Graduation in BBA with Marketing

specialization is the original record of the project work carried out by me, under

the able guidance of Mrs. Dolan Mukhopadhaya and the same has not formed the

basis for the award of any degree, diploma, association, fellowship, titles ± in or

for any other Statutory University or Autonomous Institutions functioning in India

or abroad imparting higher education in Management.

Date: _________ NILESH JAGTAP

Place: Pune. BBA-6th SEMESTER


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Acknowledgement
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At the start, I would like to express my sincere gratitude to Mrs. Dolan

Mukhopadhaya, my project guide from Suryadatta Institute of Management &

Information Research, Pune for successful completion of a project in partial

fulfilment of Graduation in BBA with Marketing specialization under her able

guidance to allow me to work on such an interesting subject. She provided me

proper and correct direction for completion of project work. Her continuous

guidance during the course of project helped me in channelizing my efforts, quite

appropriately.

I am also thankful to all the respondents and friends who have helped me to

conclude the contents of the project in decent and presentable manner.

Date: _________ NILESH JAGTAP

Place: Pune. BBA, 6th SEMESTER


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cccccccccccccccccccContents
SERIAL Title of the Serial Page No.

No.

1 Introduction

2 Company Profile

3 Product Profile

4 Research Objectives, Research Methodology and

Research Limitations

5 Data Collection and Data Analysis

6 Findings, Conclusions and Suggestions

Annexure

Bibliography

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‡c 1989 ± entered India, license agreement with Bata


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

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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.

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

WEAKNESSES
‡c Least preferred brand among the three and currently
stagnating
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STRENGTHS
‡c Largest International portfolio of sport
ambassadors
‡c Sponsors football teams with maximum
fan following in India
‡c Highest brand image in India according
to our survey

WEAKNESSES
‡c Rigid pricing structure
‡c Our survey shows Nike behind Reebok &
Adidas in market share in India
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ADIDAS - MARKETING
PLAN

MARKETING STRATEGY
People purchase products or
services for three basic reasons:
To satisfy basic needs.
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To solve problems.
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To make themselves feel


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good.
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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,
6cMarket penetration ± gaining market share across all
markets in which we compete
6cMarket development ± expanding into new markets and
addressing new consumer segments
6cAwareness - increasing awareness and visibility across all
brands, providing clear and consistent messaging and
supporting product initiatives at the point-of-saleccc

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

6cComfort
6cDurability
6cStyle
6cPrice
6cBrand
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MOST IMPORTANT FACTOR


BEFORE PURCHASE
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COMPETENCE
The firm has a stiff competition
in the Indian market. Currently,
Nike is the leading player in the
industry.
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‘cDensity: Urban and semi-urban cities

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‘cAge: 15 to 35
‘cIncome level: >Rs. 15,000
‘cSocial class: Upper middle, lower upper and
upper class
‘cGender: Male and female

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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
µcompetition 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.

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