49521088-adidas (1)
TRANSCRIPT
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Impossible is Nothing
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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 forIndia
1999 introduced the cheapest range of shoes they hadever 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.
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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 thequality, 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 skilllevels achieve peak performance with every product we bring to market.
We are a global organization that is socially and environmentallyresponsible, creative and financially rewarding for our employees and
shareholders.
We are committed to continuously strengthening our brands andproducts to improve our competitive position.
We are dedicated to consistently delivering outstanding financial results
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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
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MOST PREFERRED BRANDS IN INDIA
CUSTOMERS WILLINGNESS TO PAY
0
5
10
15
20
25
30
35
40
45
Reebok adidas Nike Others
0
5
10
15
20
25
30
35
40
500-999 1000-1999 2000-2999 3000-3999 4000+
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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 wecompete
Market development expanding into new markets and addressing newconsumer segments
Awareness - increasing awareness and visibility across all brands, providingclear and consistent messaging and supporting product initiatives at the
point-of-sale.
TARGET MARKETSThe 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!
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MARKET NEEDS
Comfort Durability Style Price Brand
MOST IMPORTANT FACTOR
BEFORE PURCHASE
0
10
20
30
40
50
60
Durability Comforts Looks Brand Others
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PRODUCT MIX
BRAND EQUITY
Adidas
FOOTBALL
Studdedboots, stocking
s, team-its, warm up
suites
RUNNING
Shoes, spikes,socks
BASKETBALL
Shoes, jerseysn shorts, team
kits
GOLF TAYLORMADE
Hats, gloves, bags, vintage
clubs (golfsticks), golf
balls, putters
CASUAL
Apparels andaccessories
0
5
10
15
20
25
30
35
40
45
Nike Adidas Reebok Others
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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 apparelsMOTORSPORT
Apparels, equipments and footwear
SAILING
Chute, board shorts, cruising jackets and accessories
CRICKET
Bats, gloves, pads, footwear, training kits, apparels and equipments.
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COMPETENCE
The firm has a stiff competition in the Indian market. Currently, Nike is the leading
player in the industry.
Multi-Brand ApproachThere 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 distributionClose cooperation with retailers can significantly improve the in-store experience
for the product. Establishing shop-in-shop formats (e.g. with JJB and DicksSporting 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 leadershipThe acquisition ofReebok has created significant opportunities to reduce and
optimize costs, through scale benefits, back office consolidation and combined
capital expenditure planning.
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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
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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 grassrootssports 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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