Addidas

A
SUMMER TRAINING REPORT
On
MARKETING STRATEGIES OF ADIDAS
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
SESSION 2010-13
SUBMITTED TO: SUBMITTED BY:
MR. MOHIT GUPTA
(PROJECT GUIDE)
CHIRAG SINGHAL
BBA VI SEM.
ROLL NO. 9054509
INSTITUTE OF MANAGEMENT AND RESEARCH
8th mile stone, Delhi-Meerut road Duhai, Ghaziabad
DECLARATION

I, Chirag Singhal hereby that the project entitled "MARKETING
STRATEGIES OF ADIDAS" is my original work.
Now it is an asset of VIT, Meerut all right for using the report file with the
institute. Unauthorized copying, hiring, broad casting or rental of this without
permission from the institute will be considered illegal.
CHIRAG SINGHAL
BBA VI SEM.
Roll No: 9054509

ACKNOWLEDGEMENT
First and foremost I would want to thank my Institute I.M.R, GHAZIABAD for
giving each and every student a platform of such nature where even before the
completion of two’s course, interaction with the industry and exposure to the same is
made possible.
I express my immense pleasure and solemn gratitude to Dr. Garima Chaudhary for
giving me this opportunity to study an entire sector very closely.
Last but not the least I am grateful to all those persons who were involved with me in
the project for their co-operation and support.
CHIRAG SINGHAL
BBA VI SEM.
Roll No. 9054509

CONTENTS
1. Introduction
2. Objectives of the Study
3. Company Profile
4. Marketing Mix
5. Marketing Strategy
6. Research Methodology
(a) Definition of Research
(b) Research Objective
(c) Advantage of Survey
(d) Survey Design
7. Comparative brand & Comparative Analysis
8. Findings & Analysis
9. SWOT Analysis
10. Limitations of the study
11. Conclusion
12.12. BibliographyBibliography
13. Questionnaire

Executive Summary
The entire population of the world wears shoes. Once the concept of wearing a
pair of shoes was to protect the feet, but as time passed, it became style. A lifestyle is
the person’s pattern of living in the world as expressed in activities, interests and
opinions. Lifestyle portrays the “whole person”, interaction with his or her
environment. Marketers have been searching for relationships between their products
and lifestyle groups.
In an era of style, Adidas has created has created a niche for itself among the
young and old generation. It is a multinational company that has become a part of
peoples’ lifestyle around the world. In the case of the Indian population, it has much
interaction among the young generation.
Adidas, the leader of shoes category in the world is a well-known name in
every household. It is one of the first companies in the world to make shoes for
special purposes for example specially designed shoes for football, running,
basketball, cricket and tennis etc.
The Adidas in India and abroad are franchisees and Adidas itself has a major
role in their successful running. Apart from these showrooms, it also supplies to
retailers who sell various other brands but it mainly concentrates in franchisee
showrooms.

INTRODUCTION
Our project topic is "Adidas" which is a shoe company and we are analyzing its
Marketing Strategy. We have chosen this particular topic mainly for two reasons.
Since our childhood days we had great interest in the shoes and we like to buy new
shoes as and when it comes in the market. The Shoe Company that we most admire is
Adidas. Hence we have decided to do my project report on this company.

Brief History:
In the small German village of Herzogenaurach the world began its love affair with
Adidas (Ryno’s Company History). In 1920, Adolf “Adi” Dassler brought to life
those three little stripes. With his brother, Rudolph, Dassler manufactured his first
sports shoe, made for training, after realizing the need for performance athletic shoes.
In1948, the Dassler brothers separated to form their own two separate companies.
Dassler formed Adidas and his brother formed Puma, both headquarters in
Herzogenaurach.
The Adidas mission has changed little since founder Adi Dassler began making sports
shoes in the 1920s: to be the best sports brand in the world. The history of Adidas is
one of consistently meeting the evolving needs of the athlete. Focusing more on
function and less on fashion, Adidas strives to provide athletes with shoes that can
make a noticeable difference in their performance. Meeting athlete needs is what
makes Adidas the best. Adidas America has continued to build on this history.
In February of 1993, Adidas acquired Sports Inc., a US-based sports marketing
company founded by former Nike executives Rob Strasser and Peter Moore. Sports
Inc. had been working in conjunction with Adidas USA on the design, development,
and marketing of the Adidas Equipment line. This line helped rejuvenate and
reposition the Adidas brand in the United States by creating an exclusive line focused
on fulfilling the functional needs of the athlete and by utilizing the best materials and
athlete input in the tradition of Adi Dassler. It offered moisture management, thermal
insulation, weather protection, ease of movement, and safety, helping the athlete to
perform more efficiently. After the successful creation and launch of Adidas America

General Information
For over 80 years Adidas has been part of the India of sports on every level,
delivering state-of-the-art sports footwear, apparel and accessories. Today, with total
net sales of 6.1 billion and net income of 208 million, Adidas - Salomon is a global

leader in the sporting goods industry and offers the broadest portfolio of products.
Adidas-Salomon products are available in virtually every country of the world. Their
strategy is simple: continuously strengthen our brands and products to improve our
competitive position and financial performance.
The company's share of the world market for sporting goods is estimated at around 15
percent.
Activities of the company and its approximately 100 subsidiaries are directed from
Adidas-Salomon AG's headquarters in Herzogenaurach, Germany. Also located in
Herzogenaurach are the strategic business units for Running, Soccer and Tennis as
well as the Research and Development Center. Additional key corporate units are
based in Portland, Oregon in the USA, the domicile of Adidas America Inc. and home
to the strategic business units Basketball, Adventure and Alternative Sports. The
strategic business unit Golf is based in California. The business unit Winter Sports is
in Annecy, France. The company also operates design studios and development
departments at other locations around the world, corresponding to the related business
activity. Adidas-Salomon AG has approximately 13,400 employees worldwide.
Turnover and Brand Image:
The turnover of Adidas Company has grown to 45 Million Rs. in 2005. Almost 53%
of the turnover is from sale of apparel and accessories with the rest from footwear.
The Adidas brand is one of the most popular brands as determined by a within brand
survey of sportswear brands in the year 2005.
Future Plans
Turnover is expected to rise to 550 million rupees for Adidas India in 2009 cash break
even is fore cast during calendar year 2009 and an operating break even during 2010.
The other Adidas – owned brands, Salomon & Taylor made are expected to hit Indian
Adidas stores during 2009 and 2010.

OBJECTIVES OF THE MARKET STUDY
1. To understand why customers buys a particular product.
2. To know the marketing opportunities
3. To understand marketing problems
4. To help in the selection of right course of actions
5. To know about customers acceptance of the product
6. To understand the distribution network
7. To forecast the probable volume of the future sales.
8. To analyze the excepted market share
9. To assess competitive slight policies

COMPANY PROFILE
HISTORY OF THE COMPANY

THE TIMELINE OF THE COMPANY
1948
The Dassler and his brother Rudolph and Adolph, separate and two companies Adi
Dassler forms Adidas-a combination of his nickname, Adi, and the first three letters
of his last name a lowercase “a” is adopted to further distinguish Adidas. He
commences production with 47 employees. Rudolph forms Puma, with its
headquarters located across town from Adidas in Herzogenaurach.
1949
Adidas adopts the trademark three-stripes.
1955
The first license is given to a factory in India to manufacture Adidas shoes.
1972
Adidas introduces the “Trefoil” logo.
1984
Kathe Dassler dies, leaving the company to Horst, the Dassler first-born.
1987
Horst dies at the age of 51.
1987
Ron More is brought in from Adidas Canada to run operations and a new facility is
acquired in Warren, New Jersey.
1988
Adidas is incorporated.
1990
Rob Strasser and Peter Moore of Sports Incorporated present Adidas with the
“Equipment” concept. The footwear and apparel line is introduced in 1990.
1992

Bernard Toupee purchases 80% of Adidas stock.
1994
A group of investors led by Robert Louis-Dreyfus, former head of the British
advertising group Saatchi & Saatchi P.L.C., acquires control of Adidas. Adidas
America is formed in February; Rob Strasser is appointed CEO and Peter Moore
becomes Worldwide Creative Director.
1996
Rob Strasser dies on October 30. Peter Moore is named CEO of Adidas America n
November 9, while maintaining his role as Worldwide Creative Director.
1998
Adidas moves from eighth to third position in Indian Footwear Industry Rankings.
Indian Footwear and apparel sales increase by an estimated 75%.
2000
Adidas goes public on the stock exchange in Frankfurt.
2002
Performance Logo becomes the worldwide Adidas logo.
2004
The acquisition of Salomon broadens the Adidas product range to include Taylor
Made for golf products and Mavic for cycle components.
2006
Adidas achieves record sales and passes the 1 billion dollar mark in gross sales in the
India.
2008
Adidas proudly celebrates the 100th
birthday of our founder, Adi Dassler
2010.
Sale of Salomon

The Salomon Group (including Salomon, Mavic, Bonfire, Cliché and Arc Terex) is
being sold to Amor Sports in October 2010. The new Adidas Group is focusing even
more on its core strength in the athletic footwear and apparel market as well as the
growing golf category. The legal name of the company will change to “Adidas AG”
in May/June 2010.
2012
Adidas-Salomon AG acquires Reebok
The closing of the Reebok transaction on January 31, 2012 marks a new chapter in the
history of the Adidas Group. By combining two of the most respected and well-
known brands in the worldwide sporting goods industry, the new Group will benefit
from a more competitive worldwide platform, well-defined and complementary brand
identities, a wider range of products, and a stronger presence across teams, athletes,
events and leagues.
THE TECHNOLOGY TIME LINE OF THE COMPANY
1912
Leather soccer shoes with nailed studs and track shoes with hand forged spikes are
produced for the first time in the Dassler factory.
1914
Dassler purchases his production building in Herzogenaurach. 100 pairs of shoes are
produced daily.
Late 1916s
Dassler begins producing soccer balls.
1918
Dassler fills his substantial order of 10,000 pairs of shoes.
1920
Dassler introduces soccer shoes with nail-stripe trim.
1922

The first tennis-specific shoe earns one of the more than 700 patents awarded to Adi
Dassler.
1924
400 pairs of shoes are being produced daily.
1926
Dassler now produces shoes for eleven sports. 800 pairs of shoes are produced daily.
1928
Dassler produces sports shoes made of sailcloth from military tents and rubber from
leftover American fuel tanks after World War II.
1930’s
Dassler introduces arch support lacing and an early type of speed lacing.
1932
Adidas develops the first indoor track shoe.
1934
Adidas produces the first soccer shoes with molded rubber studs.
1936
Adidas produces the first “Samba” soccer shoe, made for better traction on ice, snow
and hard frozen ground.
1938
Adidas produces the first track shoes with changeable spikes.
1940
Adidas produces the first sports bag.
1942
Adidas begins producing soccer boots with screw-in studs, helping Germany
win the World Soccer Championships in Switzerland. The screw-in studs

enable the game to be played under vastly different conditions without
slipping.
1942
2,000 pairs of shoes are produced daily.
1944
Adidas develops nylon soles for soccer shoes.
1946
Adidas produces the first track shoe with nylon half-soles.
1948
Adidas develops a rubber toe protector and rubber foxing for the training
shoe.
1950
Adidas introduces nylon half-soles with molded in-thread inserts.
1952
Adidas introduces outsoles with bending zones, which provide flexibility.
1954
Adidas produces a track shoe weighing only 96 grams, the lightest track
shoe in the world at that time.
1956
Adidas develops heel padding to protect the Achilles tendon.
1958
The first Adidas tracksuit is produced.
1960
Adidas introduces injection-molded, multi-studded, polyurethane soles.
1962
“Achilles,” the first real jogging shoe, is launched on the market.

1964
Adidas introduces the “Adilette” health sandal.
1966
Adidas introduces rain soles.
1968
Adidas introduces the plastic Philly lacing system.
1970
Adidas introduces “Adi-court” sole for indoor tennis surfaces.
1972
Adidas begins tennis racket production.
1974
Adidas introduces its first leisure shoe.
1976
Adidas introduces the “Adi-star 2000,” the first track shoe for synthetic
track surfaces.
1978
Adidas introduces the first cross-country ski binding.
1980
Adidas introduces “TRX” jogging shoes.
1982
For the first time soccer shoe is developed with a dual-density sole material.
The “Cope Mundial,” the world’s largest selling soccer shoe ever, is
launched.
1984
Adidas introduces shock-absorbing elements for sports shoes.

1986
Adidas introduces outsoles with beveled studs.
1988
Adidas develops soccer shoe sole materials in three different degrees of
hardness.
1990
Adidas introduces the “APS,” the first running shoe with an adjustable shock
absorption system.
1992
Adidas introduces the first soccer shoe with bayonet fastening and ceramic screw-in
studs.
1994
Adidas introduces the Torsion system, which allows for multi-directional flexibility. It
was designed to give the mid-foot support during twisting and flexing motions,
and proves to be revolutionary in the sports shoe market.
1996
Launch of the Equipment line: a new, performance-oriented and functional,
shoe and textile line.
1998
Adidas lunches “Tubular Technology,” the first shoe with total
customization possibilities.
2000
Predator technology for soccer footwear results in more powerful, accurate
shots.
2002
Traxion Technology combines the grip of screw-ins with the comfort of
molded cleats.

2004
Adidas introduces “Point of Deflection System” technology for running
shoes. This outsole technology provides improved shock absorption and
stability by deflecting and dispersing pressure at the point of impact.
2006
Adidas introduces “Feet You Wear,” a concept which provides extra stability
by copying the design of the human foot.
2008
Adidas introduces Teflon-coated fabric for swimwear to reduce drag.
2010
A.D.S (Adidas Drainage System): Used primarily in Adventure products, the A.D.S.
is a patented system integrated into the midsole of a shoe. Its perforated internal
midsole allows for maximum water drainage in wet environments
2012
Introduced Clime Proof: Light, breathable fabrics that block wind, rain and snow
while allowing heat and sweat to escape through evaporation, keeping you dry and
comfortable in even the harshest conditions

FOOTWEAR TECHNOLOGIES
ADIPRENE
 Shock absorbing material under the heel.
 Provides heel cushioning and stability.
 Provides extra absorption of harmful impact forces.
 Adds stability a ground contact.
 Elastic material under the forefoot.
 Allows a more efficient push-off.
 Retains natural forces at toe-off for added forefoot efficiency.
 Maximizes energy use.

TORSION
 Helps control of the natural independent rotation of the heel and forefoot.
 Creates stability and control.
 Helps the forefoot adapt to surfaces easily.
 Maintains mid-foot support.
TRAXION
 Lugs in shoe bottom provide optimal ground penetration and maximum grip.
 Lug placement optimizes comfort while increasing surface contact.
 Adds stability at ground contact.
 Meets the specific needs of different sports and surfaces.
PRO-MODATOR
 Usage of TPU as lightweight mid-sole support system reduces weight of shoe
giving greater mobility.
 Improved durability of mid-sole adds to life of shoes providing consistent and
stable run.
 Direct moldings on mid-sole free your foot from thick inserts giving improved
toe-all.
GEOFIT FRAME
 An Internal footwear technology that enhances fit and comfort by placing padding
in anatomically correct areas.
 Every piece of anatomically moulded padding follows the form of the foot, evenly
distributing pressure for the ultimate fit.
 Improved padding means improved comfort. Improved comfort equals enhances
sense of stability, further providing more protection.
 It eliminates the internal heel counter by extending the TORSION bar to act as an
external heel counter, thus reducing weight.

QUICKSRTIKE
 Light outsole improves flexibility.
 Abrasion resistant lugs absorb impact.
 Precise location of outsole lugs-gives consistent performance.
 Improves cushioning and durability
ADIWEAR
 A non-marking rubber outsole compound that offers better abrasion resistance
than any other outsole material.
ADITUFF
 An abrasion resistant material used in the toe and / or lateral forefoot of the shoes
upper. It protects the upper from excessive wear.
DEFINE THE MARKETDEFINE THE MARKET
Some of the theory we have used in my project are as follows:Some of the theory we have used in my project are as follows:
Theory:Theory: what is market research and why it is important.what is market research and why it is important.
Market research is a method of collecting data which will make you (as a business)
more aware of how the people, you hope to sell to, will react to your products or
services. Market research will answer questions like:
• Whether your products or services are needed
• Who might want to buy your products
• What age, sex, income occupation etc. are the people I want to sell to.
• If there are changes taking place and how this might affect what you sell

• How well your products or services might sell
• How much demand there is for what you hope to sell
• What price would people be prepared to pay

Conducting market research
There are number of ways in which you can carry out your research but you need to
carefully consider why you made this choice and what you hope the evidence will
suggest to you.
Questionnaires and personal interviews are one of the most common ways in which
you can conduct market research, and there are many methods of gathering data this
way: Direct Interview, Mail Survey and Telephone interview. Depending on the type
of data you hope to collect will have impact on what you choose to use. We have
made use of two type of survey methods, questionnaire and mail survey. We have
asked some question about the company by mail and also by direct contacts. The
Question we have asked is given in “questionnaire part” below.

MARKETING-MIX (FOUR P’S): ADIDASMARKETING-MIX (FOUR P’S): ADIDAS
PRODUCT:
Whatever your athletic preference, you can now purchase an extensive range of
Adidas footwear and apparel online. From running shoes to baseball cleats, eye wear
to lanyards, collegiate licensed jackets to good old fashioned cotton T-shirts, all things
sport are available at the Adidas store.

HOW DO ADIDAS CREATE ITS PRODUCTS
Adidas goal is to create a product that is honest – it must perform. The rule
is simple: form follows function.
Technology and functional design a development team makes the actual
prototypes. These prototypes are then presented to the retail market by the
marketing department.
An Adidas product is the result of the intense thought and creative energy of
many different people. The following is a general outline of how we create
our performance-based products.
1. The marketing department evaluates athletes’ needs and develops a
basic concept of how those needs should be met. This concept is then
presented to the design department.
2. Based upon this concept from the marketing department, the design
teams sketch possible prototypes.

3. The people from design and marketing consider the prototype
sketches together; narrowing the selection to those they anticipate
will most successfully meet athletes’ needs.
4. The development department then works with the design department
to create an actual prototype from the selected sketches.
5. Three separate groups – marketing, design and development – meet
and discuss how to improve the prototype.
6. Samples are wear-tested to ensure the product meets Adidas standards
for performance and durability and stands up to the demands of the
sport for which it was designed.
7. Preview samples are presented to key accounts and consumer focus
groups for feedback. Based upon this information, final changes are
made.
8. Samples are distributed to Adidas sales representatives for
presentation to retailers.
9. The finished product is delivered to retailers.
A. As A BRAND
At Adidas –you have got to be sporty. At Adidas the brand awarding is been
taken rather seriously at its headquarters. Adidas wants to bring inline skates
into India.
What that kind of stuff got to do with Indian market? Yes, it won’t really be
a hot seller, but it will contribute a lot to Adidas brand image. That’s the
Adidas way of doing it – image is a critical part of branding strategy the
world over.

The idea of the company is to introduce performance specific sports shoes in
the Indian market by building images around the world & at the same time
create the need for these shoes at the ground level.
Adidas already has heavy weight sportsmen such as Sachin Tendulkar,
Leander Peas & Mahesh Bhupathi endorsing the brand in India. They had the
image, apart from endorsing the performance element in the brand. Adidas
steps out of crease with a clear sports positioning. Adidas will take on arch

Nike with almost the same positioning. Its working with promising athletes
to give them a taste of its products. Adidas nowadays is capturing an attitude
that is sports related.
Adidas in fact did go through a limited fashion phase. Adidas says – that you
are tempted to make quick buck but we would like to stick to the sports
brand image because that make us fashionable.
B. Words of G. Kanan (Director – Marketing)
“Our Secret is our commitment to the sports process. We develop shoes that
take into account the needs of a particular sports & the role of this brand is
driven by this factor”.
Good news for Adidas is that even in the casual market, the trend is towards
being sporty. Going to Gym is fast graduating from a mere fad to serious
body building, strengthening & toning. This is reflected in the clothes that

people wear today. The three stripes, for instance is unique property which
can be reinvented in various forms as trends changes.
C. For Adidas the product plays an eminent role in the enhancement of
their corporate as well as sports image:
ADIDAS SAYS –
“Nothing compromised. The most innovative Adidas products created specifically to
help make you a better athlete. For Adidas, product is not just a assortment of few
items. But it involves—developing of the right product – which can then be put to
right place & sold with the right promotion & price.

VALUE OF IT’S PRODUCTS FOR ADIDAS
Our goal is to create a product that is honest – it must perform. The rule is simple:
form follows function.
As studied earlier an Adidas product is the result of the intense thought and
creative energy of many different people. If a company sell an automobile,
is it selling a certain no. of nuts and bolts, some metal sheet, an engine and
four wheels?

If a company sells a delivery service, is it selling so much wear and tear on a
delivery truck and so much operator fatigue? As per Adidas the answer to
these questions is instead what we are really selling is the satisfaction, use
or profit the customer wants.
Adidas says that the entire customer wants is, that whatever product they
purchase should fulfill all their needs and preferences. They don’t care how
they were made. Further they want that when they order something, don’t
really care how much out of the way the driver had to go or where he/she
has been. They just want their package. That means for them only the final
service matters.
As per Adidas the idea of product potential customer’s satisfactions or
benefits is very important. Adidas says that the total product is not just a
physical product with its related features, but it includes accessories,
installation, instruction on use, the package, perhaps the brand name which
fulfills some psychological needs a warranty and confidence that service
will be available after the purchase.
PLACE AND PHYSICAL DISTRIBUTION:
A: Place
Adidas is very much concerned about its second “p”. As per Adidas place
and physical distribution of the product is something on which almost every
company spends a handsome amount of money.
Hence Adidas takes a good care of its place and physical distribution
process. Adidas has appointed marketing specialists who are taking care of
the supply of the product and their distribution channels and process.
Process used – assorting progress
Entire range, which is available is put together to give a target market what it wants.
Marketing specialists put together an assortment to satisfy some target market. His is
usually done by those who are close to the retailers only.

B: Physical distribution
As per Adidas nearly half of the costs of marketing are spend upon the
physical distribution.
To take care of this problem Adidas has appointed marketing managers who
decides how the transporting and storing functions should be divided
within a channel.
Note: Physical distribution can be varied endlessly in a marketing mix and in a
channel system.
TRUCKS
In Adidas, except the export products, trucks are considered to be the best medium for
transport. The flexibility of trucks makes them really good for moving small loads for
short distances. They can travel on almost any road. According to Adidas they can
give extremely fast service. Also trucks causes less breakage in handling.

PROMOTION:
Adidas is one of the India’s biggest companies of sports that spend nearly $10 million
on its sales promotion and advertising in Indian Market.

Adidas believe that it just cannot be taken lightly. It is a very important aspect of
products life cycle. It is the process which is responsible for the growth or decline in
the sale of the product.
Adidas thinks that promotion is communicating information about the product
between the seller and the buyer to change attitudes and behavior.
To handle the company’s promotional activities Adidas has employed marketing
managers, wherever the Adidas is located. These marketing managers look after
process of the promotion of the products of their company.
As per Adidas the marketing manager’s promotion job is to tell the target customers
that the right product is available at the right place and at the right time and especially
at the right price.
Adidas thinks that only taking the product to the customers is not a task of
the company. But company takes a very important look about how the

product works and this message is communicated to their consumers because
a wrong message can lead to the end of their products life.
Sales Promotion
Adidas is the most popular amongst its rival for its excellent sales
promotional activities.
As per Adidas they say that they themselves are responsible for the
encouragement of the customer to by their products. Adidas believes sales
promotion tries to compliment the company’s selling efforts.
STEPS THAT ADIDAS TAKE TO PROMOTE SALES
In the last years the Adidas has almost given sale to its products 6 to 7 times
i.e. almost twice in a year Adidas goes for discount on sales. They arrange
contest.
In order to motivate the employees of the company Adidas also prepares
training material for the company’s own sales force. They even design the
sales materials for the company’s own sales force to use during the sales
calls.
As per Adidas, people see same message in different ways. They may
interpret the same words differently. So Adidas always tries to deliver the
message which everyone can easily understand.
ADVERTISING
As per Adidas advertising can get results in a promotion blend. Good results
are obtained at a cost of course. The amount spent in the Unites States for
advertising is growing. Continuously, from World War II to 1980 it went
from $1 billion to $50 billion.
Adidas also spends nearly $2.9 million on its advertising throughout the
world. Adidas in India is spending almost $17 million on advertising.

The heavy weight players like Sachin Tendulkar, Leander Paces and Mahesh
Bhupathi are already attached with their ad-campaigns.
PRICING:
Adidas is clear; it wants to become the no. one sports brand in India, a
choice brand for all brands. So far so good, but how will it tackle a price
conscious market like India?
Adidas feels that being a high energy business Adidas introduces 600-700
articles every six months – enables the brand to remain fresh and bring on an
international and Indians the brand from the price stand point.
Price, that’s the most critical factor in the Indian context. Adidas believes it
has to deliver a functional at an affordable price. It’s a tough job – to
maintain the integrity of the performance and still come out with a product a

right price point. Globally shoes start at $50. But in India as the perceived
need is lower, you have to make the product more affordable.
To tackle this, Adidas came out with speed 2000, a product priced at Rs.995
with the help of local and Hong Kong source people. Adidas however feels
that it just the matter of time before India coverage’s the world on this front.
It is very difficult to operate on a lower price point and maintain integrity of
product, but it’s been barely 3 years since the sports market has taken off.
The original sector is just 20% of the total market and 80% of the volumes
comes from sporty shoes. But our market is producing products at a price
that is relevant to the consumers.
Adidas feels that as the volume go up; Adidas will try and work out price
points as people graduate with better understanding of quality and price
perception. Volumes are bound to go up. Adidas started at the time when
India had no strength out in the sports products market in 1989 – 90. It’s
then licensing partner Bata, and it had limitations of what it could have put
behind the brand. So company took the next best step when the licensing
agreement ended to take a bigger share in business.
To conclude we can say that Adidas is putting all efforts to bring down the
price consciousness in the Indian market. Company is trying to make
products, which are easy to afford and still maintain the integrity of their
performance.
Growth has been phenomenal for Adidas even given the base is small. In
1998 Adidas grew by 25%, 2011 by over 50% and this year Adidas is
expecting more than 50% in terms of value in both shoes and apparel, while
the industry growth as a best case estimate has been 20-25%.

MARKETING STRATEGY
Adidas, the brand with three stripes, seems to use the elements of high-
tension in its ads. Remember the Sachin Tendulkar commercial? How
everything is near-frozen, and the shattering glass signifies release of
tension. Adidas gives you a chance to but the boundaries – in every sphere.
Only now, the setting is not the playground or the track or the court, it is the
urban landscape – with its omnipresent traffic jams, crowded streets and so
forth. This way, Adidas becomes a part of life. You don’t have to be the
high-voltage performer to be a part of the Adidas family. And it goes beyond
that – Adidas becomes something that makes you better. Not just as an
athlete, but as a sports person, a better human being.
One of the Advertisements: The spot featuring Bolden shows him chasing a
thief (who’d stolen a TV set when its owner was in the bath) through the
dark streets to help a man (the owner, in a towel) in distress. And he uses all
the power that he can, to do what he has to do and what he needs to do. And
Adidas helps him perform better, than he would otherwise have been able to.
This is perhaps shown in an oblique way when the spot ends at the feet of
Bolden and the bather.
One is wearing a pair of Adidas shoes while the other is barefoot. Adidas
makes you better, goes the base. In short, the other man could have done as
well as Bolden. The bather reads any man. Any man who wears Adidas and
Adidas goes beyond athletic performance – it becomes everyday lifeline
stark reality though humorously and light, it has a deep meaning.

MARKETING: ADIDAS
In 1997, Adidas became Adidas-Salomon with its US $1.4 billion purchase of
Salomon, a French manufacturer of skis and other sporting goods. The deal put
Adidas one step closer to competitor and world market leader Nike, and one step
ahead of Reebok.
Salomon, aside from its winter sport equipment, also owns golf club brand Taylor
Made and cycle brand Manic. The merger makes Adidas/Salomon the second largest
sport marketer in the world, and number one in Europe. Salomon is currently very
strong in North America and Japan, and Adidas has the largest market share in
Europe.
Adidas is, like Nike, very active insuring sponsorships advertising deals with
celebrities. Some of the most famous are Martina Hingis (tennis), Kobe Bryant
(basketball), Peyton Manning, Paul Palmer (swimmer), Jan Ulrich (racing cyclist)
And the New York Yankees David Beckham, Patrick Kluivert and Zidane all wear
Adidas boots, the Predator Accelerator.
LEVERAGING ON SACHIN: ONE MAJOR PART OF MARKETING
STRATEGY IN INDIA
Continuing its association with trump card Sachin, the local four-ad print campaign
tries to connect Adidas’ product attributes with Sachin magic. “Instead of presenting
just one dimension:
The first ad connects Sachin choice of a heavy bat with Adidas’ Falcon Dorf light
weight shoes Says the headline: ‘Sachin likes his bat heavy, not his shoe.’
The second new shoe range to be introduced for the first time in India. Sub-branded
‘Aksu’ and priced at Rs 2,299, these are athletic sandals primarily meant for water-
based adventure sports. Finally, The next ad will convey that Adidas covers various
price points by promoting its existing Portland range priced at Rs 1,499 and 1,799 (the
leather version).

The importance of celebrity sponsorship and events to Adidas is illustrated by Robert
Louis-Dreyfus’ letter in the company’s 1998 annual report:
“When it comes to showcasing our brands, 1998 was truly exceptional. Early in the
year, the Winter Olympics focused the attention of sports enthusiasts on Nagano. In
summer, the Soccer World Cup in France attracted more spectators than any single
sports event before. When the French team, promoting the three stripes, won the
World Cup, we could not have wished for more. These were great times for our
brand.’
Adidas has reached an agreement with ISL Marketing G of Switzerland to become an
official sponsor of the 2000 UEFA European Championships. Adidas will have access
to the official emblems, mascot and trophy for the design of its own products..
In 1998, the overall Adidas budget for promotion and sponsoring accounted for nearly
15% of turnover.
The positioning is being communicated through its global campaign-released
worldwide in February 1999 but in India, only in May-as well as through a four-ad
print campaign developed locally by RK Swami/BBDO. Says G Kanan, general
manager, marketing, Adidas: “We are the only brand with heritage in sports. As a
brand, we’re not an attitude that’s fashionable. We’re an attitude that is relevant all
the time.
The campaign also introduces a new brand line for Adidas: ‘Forever Sport’. The line
sums up the “deeply-felt” and “long-term love affair” (it has been involved with
sports since 1928) that Adidas has with sport in all of its forms. Interestingly, the new
brand line has been introduced almost after a decade, when it was using ‘Earn your
stripes’ as its tag-line. The company dropped it during the late 80s after it found that it
wasn’t connecting too well with its consumers.

But the golden question is that will the campaign make Adidas run?
The company expects the campaign to strengthen the image of the brand since
research had indicated that neither of the three multinational sports shoe brands

present in India had a clear image: most were perceived as diffused brands and
personality-led. Says Kennan: “Sachin has and will play a major role in pushing the
brand. He is important, as there are certain values a consumer needs to know about
Adidas. But after certain duration, we have to present a global perspective too and
hence the Forever Sport campaign.”
Interestingly, Adidas claims that it did not want to be caught up in the clutter of the
World Cup promotions-and deliberately chose not to associate with the World Cup.
Instead, according to Kennan, the campaign has been broken now to coincide with the
peak season (April-June). “The World Cup is incidental. It’s too large an event to
make significance for us”, says Kennan.
However, the company is maintaining a steady and dominant presence in the media
during the Cup: strewn over select channels like Star, Discovery, and ESPN are the
Sachin ads promoting Adidas. “Star News is delivering good value while through
Discovery, we can catch the elite customer”, Kennan says.
Although Kanan admits that the sports shoe and apparel market is at a nascent stage,
he claims that Adidas has grown by over 250 per cent from last year. As a company
that takes pride in not joining the price brawl, Adidas does not intend to bring down
the prices of its products. Says Kennan: “We don’t look at driving down the
market by lowering the price. We are willing to wait for the market to evolve.”
For Adidas, the real breakthrough, says Kennan, has come through a combination of
strategies: signing on Sachin, Leander and Bhupathi, expanding its reach (it opened
45 stores last year); a revamped range which covers a band of price points; and
support to the brand. "“e built-in value pricing in our products, and supported them
through sports icons who are looked up to. We have realized that to have just one
good guy endorsing your brand is more important than having several unknown
faces”, says Kennan.
The company is enlarging the scope of its business by concentrating on apparel.
“Apparel is driving the business. Most consumers start experimenting with the brand
through apparel”, admits Kennan. Essentially perceived as a male brand, Adidas

however defends its range by pointing out that currently it has 50 items out of a total
of 250, for women.
Further, Adidas is planning to add 30 new stores this year. “We’re looking at
driving the market through exclusive stores”. Says Kennan The logic is clear: use
Forever Sport to ensure sales forever.
Never achieved profitability and collapsed under the weight of its own unrealized
ambitions.
Adidas’s objective with the new line of footwear is to generate sales leads through its
Web site, either through direct purchase or a retailer finder. Villota says that every
style of footwear has a story, particularly those endorsed by star athletes, and it’s
these stories that sell the shoes to buyers.
While Villota wouldn’t disclose how much of Bryant’s Adidas footwear is sold
online, he did say one of three visitors to the Bryant portion of the Adidas site
demonstrated purchase intent by clicking through to the store or to the retail finder.
The Adidas - Salomon Executive Board will propose paying a dividend of CC 0.92
per share to the Annual General Meeting of Shareholders on May 10, the same
amount as in the previous year.
THE ADIDAS LOGO
The “Trefoil” was adopted as the corporate logo in 1972. It represents the heritage
and history of the brand. In 1996, it was decided that the Trefoil would only be used

on heritage products. Examples of product featuring the Trefoil logo include the Stan
Smith, Road Laver, A-15 warm-up, and Classic T-shirt.
Equipment
The Adidas Equipment line was launched in 1991. This line of footwear and apparel
represents the most unique and functional of Adidas products. Equipment is the
ultimate expression of what is uniquely possible by design when form follows
function.
In January 1996, the Three-Stripe brand mark became the worldwide Adidas
corporate logo. This logo represents performance and the future of the Adidas brand.
This logo is used in all advertising, printed collateral and corporate signage.
Since 1949, the Three-Stripes have been an integral part of our brand and product
designs. This trademark has become synonymous with Adidas and its dedication to
producing high-quality athletic products to help athletes perform better.

RESEARCH METHODOLOGYMETHODOLOGY
DEFINITION OF RESEARCH
1. “A systematic search for knowledge”
2. “Movement from known to unknown”.
3. Research in common refers to search for knowledge. One can also define
research as a Scientific and systematic research for pertinent information on
specific topics.
It is a way to systematically solve the research problem. In it we study various steps
that are generally adopted by a researcher in studying his research problem along with
the logic behind them. It is important for the researcher not only to understand the
research methods and techniques but also the methodology.

RESEARCH OBJECTIVE
The purpose of research is to discover answers to question through the application of
scientific procedure. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though each research study has its own
specific purpose, we may think of research objectives as falling into a number of
following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insight into it
(studies with this object in view are termed as exploratory or formulate
research studies).
2. To portray accurately the characteristics of a particular individual,
situation or a group (studies with this object in view are known as
descriptive research studies)
3. To determine the frequency with which something occurs or with which it
is associated with something else (studies with this object in view are
known as diagnostic research studies)
4. To test a hypothesis of a causal relationship between variables (such
studies are known as hypothesis- testing research studies).
The research objective of the project is “Consumer Behavior and Sales
Promotion”

Advantages of survey method:-
(i) Survey is conducted in case of descriptive research studies.
(ii) Survey –type research studies usually have larger samples because the
percentage of responses generally happens to be low, as low as 20 to 30 %,
especially in mailed questionnaire studies. Thus, the survey method
gathers data from a relatively large number of cases at a particular time it
is essentially cross- sectional.
(iii) Survey are concerned with describing, recording, analyzing and
interpreting conditions that either exits or exited, The researcher does not
manipulate the variable or arrange for events to happen Survey are only
concerned wit condition or relationships that exits, opinion that are held ,
processes that are going on, effects that evident or trends that are
developing . They are primarily concerned with the present but at times do
consider past events and influences as they relate to current conditions.
Thus in survey, variables that exist or have already occurred are selected
and observed.
(iv) Survey is usually appropriate in case of social and behavioral sciences.
(v) Survey is an example of field research.
(vi) Survey may either be census or sample survey. They may also be
classified as social survey, economic survey or public surveys. The method
of data collection happens to be either observation, or interview or
questionnaire or some projective technique.
(vii) Possible relationships between the data and the unknown in the universe
can be studied through survey.

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items
for the sample. Sample design is determined before the data are collected.
Sampling Unit: - A decision has to be taken concerning a sampling unit before
selecting sample. Sampling unit may be a geographical one such as state, district,
village, etc., or a construction unit such as house, flat, etc., or it may be a social unit
such as family, club, school, etc., or it may be an individual. The researcher will have
to decide one or more of such units that he has to select for his study.
Size of Sample: - This refers to the number of items to be selected from the universe
to constitute a sample a major problem before a researcher; the size of sample should
neither be excessively large, nor too small. It should be optimum. An optimum sample
is one which fulfills the requirement of efficiency, representativeness, reliability and
flexibility, while deciding the size of sample; researcher must determine the desired
precision as also an acceptable confidence level for the estimate. The size of
population variance needs to be considered as in case of larger variance usually a
bigger sample is needed.
The parameter of interest in a research study must be kept in view, while deciding the
size of the samples. Costs too dictate the size of sample that we draw. As such,
budgetary constraint must invariably be taken into consideration when we decide the
sample size.

Sample size of 200 consumers is taken from the target people.
Child (10 yrs to 15 yrs) 25
Students (above 15yrs) 80
Girls students 20
Business man 10
House wife 10
Government employee 25
Service man 15
Teacher 15
STAGE ONE
The project study started with collection of Secondary Data. The sources for the
secondary data are as follows:
Data Sources
 News Papers
 Magazines
 Internet
 Press articles on Adidas.
Stage Two
We visited the Adidas India Ltd., which is located In Mehrauli (New Delhi). We Also
Met Some Of The Marketing Executives Who Helped Me Getting The Required
Information. We Also Got Some of The Information from the Other Resources Of
The Corporate Office Like:

 Company Journals
 Company Catalogs
 Questionnaire (Structured & Non Disguised)
 And Other Related Sources.
Primary data:
We have prepared a questionnaire for the general public asking about the
marketing strategy of Adidas; in that particular questionnaire. We have asked
some question give in finding and analysis section: (the questioner is filled by 80
people).

FINDINGS & ANALYSIS
Company research report
(A) Company Description
Adidas Salomon AG (ADIDAS) production and marketing of sports equipment,
footwear and apparel under the brand name of Adidas, Salomon, Taylor Made and
Mavic. Sales of Footwear accounted for 45% of 2010-2012 revenues; Sales of
Apparel, 35% and Sales of Hardware, 20%.
(B) Competitor Analysis
Adidas-Salomon AG operates in the Men’s & boys’ clothing sector. This analysis
compares Adidas with three other sport shoe and apparel manufacturers: Nike Inc. of
the India (2010 sales of Rs. 400 billion of which 59% was Footwear), Reebok
International Ltd. of the India (2005 sales: Rs. 90 billion of which 73% was
Footwear), and Amor Group PLC which is based in Finland (2011 sales of 6.46
billion Finnish Markka [Rs. 4000 million] of which 24% was Racquet Sports). Note:
not all of these companies have the same fiscal year: the most recent data for each
company are being used.

1. What sports do you play in your leisure time?
a) Cricket
b) Football
c) Golf
d) Jogging
e) Lawn tennis
f) Skiing
g) Swimming
h) Others
In the analysis it is found that 50% of the respondents play cricket in leisure time and
Football, Golf 5%, Jogging 10%, Lawn Tennis 5% and Swimming 10%
and others 10%.
2. What are the shoe brands you are aware of?
50
5 5
10
5 5
10 10
0
5
10
15
20
25
30
35
40
45
50
Cricket Football Golf Jogging Lawn
Tennis
Skiing Swimming Others

It is found that most of the respondents aware of Adidas, Nike and Adidas and rest of
the respondents aware of Speedo, Fila, Puma New balance and Sketchers
and Woodland, Lee cooper.
25
5
25 25
5 5 5 5
0
5
10
15
20
25
Adidas Nike Fila Newbalance

3. How do you rate the company marketing strategy as compare to the other
competitors company like Nike, Reebok etc.?
Out of 80 people 36 had said Adidas have a good marketing strategy and should
continue like this only, 24 had said Nike is better then Adidas, 16 said Reebok is
good and 4 said others.
adidas
45%
nike
30%
reebok
20%
others
5%
adidas
nike
reebok
others

4. Do you think that the company Adidas is giving its customer what they
want in terms of quality and prices or value for money?
Out of 80 people 68 people are satisfy with the quality and the price of the product
and other says that they are not satisfy.
happy
not happy
happy
85%
not happy
15%
happy
not happy

5. Do you think that the advertisements and the brand ambassador of the
company are good enough?
Out of 80 people 66 people said yes they like the advertisement very much and
rest said no they don’t like them.
82%
18% 0%
happy
not happy

6. What things you keep in mind while purchasing shoes will it be quality,
advertisement, price or design?
Out of 80 people 69 people had said that the product must have good quality and good
design and other said they purchase these shoes for status symbol only.
86%
14%
0%
quality
other factor

7. If you have to purchase shoe except Adidas which shoe it will be and
why?
Out of 80 people 42 have said Nike, 23 said Reebok and 15 others, which shows
that the main competitor of Adidas is Nike. They have given different reason for
that some said Nike and Adidas are have same range of products and there quality
and prices is also same, so different people have different opinion.
8. What do you think that the company Adidas must do to improve its
marketing strategy?
Most of people said Adidas has a good marketing strategy but the company should
launch more products or u can say more variety to their products.
52%
29%
19%
nike
reebok
others

ADIDAS: OVERVIEW / COMPANY’S FINANCIAL FACTS
For over 80 years Adidas has been part of the world of sports on every level,
delivering state-of-the-art sports footwear, apparel and accessories. Today, with total
net sales of Rs. 60000 million, Adidas-Salomon is a global leader in the sporting
goods industry and offers the broadest portfolio of products. Adidas-Salomon
products are available in virtually ever country of the world. Our strategy is simple:
continuously strengthen our brands and products to improve our competitive position
and financial performance. The company’s share of the world market for sporting
goods is estimated at around 15 percent.

Internal Environment Analysis
It is one thing to discern attractive opportunities and another to have the competencies
to succeed in these opportunities. Each business needs to evaluate its internal
strengths and weaknesses periodically. It can do so by using s form like the one
shown in the marketing Memo “Checklist for Performing Strength/Weaknesses
Analysis”. Management—or an outside consultant—reviews marketing,
financial, manufacturing and organizational competencies and rates each factor
as a major strength, minor strength, neutral factor, minor weakness, or major
weakness.
Clearly, the business does not have to correct all its weakness, nor should it gloat
about all its strengths. The big question is whether the business should limit
itself to those opportunities where it might have to acquire or develop certain
strengths. For example, managers at Texas Instruments (TI) split between those
who want TI to stick to industrial electronics (where it has clear strength) and
those who want the company to continue introducing consumer electronic
products (where it lacks some required marketing strengths).
Sometimes a business does poorly not because its departments lack the required
strengths but because they do not work together as a team. In one major
electronics company, the engineers look down on the salespeople as “engineers
who couldn’t make it”, and the salespeople look down on the service people as
“salespeople who couldn’t make it”.
It is therefore critically important to assess interdepartmental working relationships as
part of the internal environmental audit.

SWOT ANALYSIS
Strengths:
The main strength of Adidas is his Product Quality. The quality and the material uses
in Adidas are very good. The company has a good brand image in the market, the
publicity and the advertisement is also very good and lastly company hold a healthily
market share in the market.
Weakness:
The major weakness in the Adidas is that the manufacturing of the products of Adidas
is not done in India itself it is being import hence the cost become high and the
margin of profit becomes low that’s why company must give a deep thought on
manufacturing their products in India.
Another major weakness in the company is that it is not catering to all the segments
which I have already discuss above; if these two weaknesses in the company can be
eradicated then the company may earn high profit and better market status.
Opportunities:
Adidas does have many products for the urban segment or poor people, but there are
hardly any products or we can say that there are no products for this segment. India is
more a rural country, in the total population of India major part of population lives in
rural area and these people can not afford the costly products of the company like
Adidas hence company must target this particular segment they must introduce the
shoes and other product according to their demands and also price is one of the major
factor which may influence this type of segment hence company should make their
policy accordingly.
Company must also consider the rage of products as compare to Nike and Reebok. In
my opinion the company must introduce more rage or more variety in the market to
compete with their competitors and also the customers have more choices to choice
the product from.

Threats:
Adidas does not have strong distribution network as compare to Nike and Reebok in
India. Nike has more number of retail outlet then Adidas and Reebok has a unique
distribution network, the companies Reebok not only use its outlet for the sale of their
product but also use some other shoes company outlet like “Bata”. In a Bata
showroom u can find Reebok shoes and other products. But this is not a case with
Adidas hence Reebok has extra advantage over Adidas.
Conclusions:
ADIDAS in INDIA has always been driven by its Value-for-money strategy. The
company needs to identify critical success factory and work assiduously towards
achieving it.

Problems that cannot be solved
As the world grows to become one, many problems will arise that cannot be solved.
One of the primary challenges associated with globalization is balancing conflicting
and competing objectives.
In the case of Adidas, it has faced such problems already and how they have dealt
with them is with flexibility and calmness. Despite what could be higher costs, Adidas
has chosen to stick with their human right codes and Standards of Engagement rather
than continue to be associated with subcontractors who treat works in inhumane ways.
As Adidas has grown worldwide, it has had to deal with problems of heterogeneity vs.
homogeneity.
In other words, in an increasingly heterogeneous and global world, diversity in the
workplace has appeared to emerge as an issue. Companies, including Adidas are no
longer homogenous in the sense that their companies have grown worldwide. And as
a result, Adidas has had to make worldwide headquarters and produce information
and products in several different languages. Having to spread its workforce, Adidas
has come to depend on intangibles.
Measuring Intangibles & Valuing Diversity
The knowledge, worldwide experience and diversity that an Adidas employee can
bring to the table are valuable. Recently, how successful companies are in the global
world is increasingly derived from intangibles, such as these, that organizations
cannot own.
Adidas is greatly affected by these external influences since indeed it is a global
company. For some it is not common knowledge that Adidas is a German company.
This is a result of good global business. Adidas has created a product that is global
and with that diversity and knowledge greatly affect the company. Adidas must be
able to easily adapt to different cultures and must be culturally aware when
conducting business.

The long list of Adidas subsidiaries where it conducts business proves that Adidas is
constantly adapting to cultural changes and must be extremely diverse. Because of
this necessity, knowledge is greatly valued. Great changes occur in this industry and
as a result, new ideas, intuition and inspiration are an asset that is a necessity in this
industry and to remain a global company. Who leads this knowledge and maintains
diversity are the managers, yet they too are facing new changes.

SALES ANALYSIS
During the first quarter of 2013, sales at Adidas totaled 120 billion rupees. This is an
increase of 2.7% from the 120 billion rupees in sales at the company during the first
quarter of 2012. During the previous 17 quarters, sales at Adidas have increased
compared with the same quarter in the previous year.
Sales at Adidas appear to have some seasonally: during each of the previous 5 years,
sales have been highest during the third quarter, which has accounted for between
28.0% and 32.0% of the annual sales.
Adidas reported sales of 320 billion rupees for the year ending December of 2013.
This represents an increase of 9.0% versus 2012, when the company’s sales were 320
billion Rupees. Sales at Adidas have increased during each of the previous five years
(and since 2007, sales have increased a total of 226%).

RECENT SALES AT ADIDAS
(Figures in Rs)
(In 10 Lac)
In 2012, sales in India were up at a rate that was much higher than the company as a
whole: in this region, sales increased 36.0% to 110 million Rs. Adidas also
experienced significant increases in sales in Asia-Pacific.
1.79
2.61
3.62
5.47 6.06 6.53
0
2
4
6
8
2007 2008 2009 2010 2011 2012

COMPETITIVE BRAND
&
COMPARATIVE
ANALYSIS

LIST OF COMPETITIVE BRANDS AND COMPARATIVE
ANALYSIS
1. NIKE
2. REEBOK
3. FILA
4. SPEEDO
5. NEW BALANCE
6. SKETCHERS
7. PUMA

COMPETITIVE ANALYSIS
Adidas is currently ranked third in almost every category in the global athletic shoe
industry. However, they rank second only to Nike in terms of sales. The main
competitors of Adidas include Nike and Reebok. However, other smaller competitors
include Fila, Puma and Easy Spirit. Adidas commands only 5% of the athletic shoe
business in the India, compared with the 40% for the fearsome Nike, but the
rejuvenated Adidas has climbed to within easy reach of Reebok, which has been
struggling in the past couple of years. Adidas is also steadily regaining market share
lost to other brands such as India. Gear and Fila (Fortune, 2012)
The future
But the battle has only started, and the foreign sports companies are here for the long
term they can sustain losses for years to come in order to gain market share. What
they are doing at present, is building up distribution networks to cover every nook and
corner of the country and, setting up manufacturing facilities.
Only those Indian manufactures which have a strong focus on manufacturing and
technological up gradation will survive in the long run, although with a much smaller
market share than they have at present. Small companies will be sidelined totally and
will exit from the sports market altogether. ADIDAS in INDIA has always been
driven by its Value – for-money strategy. The company needs to identify critical
success factory and work assiduously towards achieving it.

COMPARATIVE STUDY WITH REEBOK
Reebok
The main intention behind setting up the company by J. W. Foster was one of the best
reasons possible: athletes wanted to run fast. So, in the 1890s, Joseph William Foster
made some of the first known running shoes with spikes in them. By 1895, he was in
business making shoes by hand for top runners; and before long his fledgling
company, J. W. Foster and Sons, developed an international clientele of distinguished
athletes. The family owned business proudly made the running shoes worn in the
1924 Summaries Games by the athletes celebrated in the film “Chariots of Five”.
In 1958, two of the founder’s grandsons started a companion company that came to be
known as Reebok, named for an African gazelle.
By 2000, Reebok’s sale exceeded Rs. 65 million, but a dramatic move was planned
and in 1992, Reebok introduced the first athletic shoe designed especially for women;
a shoe for a hot new fitness exercise called aerobic dance. The shoe was called
Freestyle, and with it Reebok anticipated and encouraged three major trends that
transformed the athletic footwear industry: the aerobic exercise movement, the influx
of women into sports and exercise, and the acceptance of well-designed athletic
footwear by adults for street and casual wear.
Explosive growth followed, which Reebok fueled with product extensions in which it
also became a leader. The freestyle is now a classic and is Reebok’s best selling
athletic shoe of all time. Reebok’s performance aerobic shoes have progressed
through several generations.
In the late 1990s, Reebok began an aggressive expansion into overseas market. Its
products are now available in more than 170 countries and are sold through a network
of independent and Reebok owned distributors. Creating innovative products that
generate excitement in the market place has been a central corporate strategy ever
since Reebok introduced the Freestyle shoe. In the late 1990s, a particular fertile
period began with ‘The Pump technology’ and continues today, with break through
concepts and technologies for a host of sports and fitness activities.

In February 2004, Reebok launched Reebok – a collection of street-inspired footwear
and apparel hook-ups designed for it and woman who demand and expect the style of
their gear to reflect the attitude of their lives – cool and edgy, authen aspiration. As
Reebok is inspired by today’s street fashion, its marketing needed to be culturally
relevant as well. A new global marketing campaign, called the “Sounds and Rhythm
of Sport” was launched in January 2004, and it energized industry by blitzing the
market with Reebok product launches, television and print ads, consumer and retail
promotions, and events.
The “Sound and Rhythm of Sport” global marketing campaign features Reebok’s
NBA, NFL and tennis athletes paired with the music industry’s edgiest hip-hop and
rap artists. The television spots showcase the moves and motion of the athlete
energized by the rhythm of the artist’s music.
In this comparative analysis between Reebok and Adidas, we have chosen three
products each from the two brands and classified out their details.

COMPARATIVE STUDY WITH PRODUCTS
I. CATEGORY: SHOE (REEBOK)
Reebok and Unit Casual Shoe Men’s
(Release Date: Dec. 12, 2004)
Item No. : 1387196
Price : Rs. 3,600.50
Features:
 Soft pad
 Supple upper bed
 Comfort
 Support
 Moulded EVA sock liner
 Moulded Midsole
 Cushion
 High abrasion rubber outsole
 Traction and durability
 Style and design
This street inspired footwear was designed for young people who want the style of
their gear to reflect the attitude of their life. This G6 lifestyle
This street inspired footwear was designed for young people who want the style of
their gear to reflect the attitude of their life. This G6 lifestyle footwear provides clean,
court inspired designs that mirror distinct style and flavor. Reebok has consented to
donate fifty cents of proceeds of each pair sold to charitable causes.

CATEGORY: SHOE (ADIDAS)
Adidas supernova T-MAC 3
Item no. : 3636825
Price: Rs. 4,500.00
Features:
 Comfort
 Soft and stretchable mesh
 Foot-hugging inner bootie
 Optimal cushioning support
 Full-grain leather upper with stretch mesh
 ADIPRENE + forefoot cushioning
 Shock-absorbing ADIPRENE heel
 Moisture wicking, antimicrobial orthoclase sock liner
 Non-marking carbon rubber outsole
 Style and design
This modern classic is the choice of high level professional players all around the
world. The supernova T-Mac3 features the highest quality craftsmanship coupled with
pure performance. The ADIPRENE optimizes grip on soft to very soft natural playing
surfaces and excellent feel and fit.

COMPARISON BETWEEN REEBOK G UNIT CASUAL SHOE MENS AND
ADIDAS SUPERNOVA T-MAC3 SHOES
Reebok Adidas Nike
Comfort √ √ √
Support √ √ √
Moulded EVA sock liner √ √ √
Cushion support √ √ √
Supportive pad √ × ×
Moulded midsole √ × ×
Supple upper bed √ × ×
Traction and durability √ √ √
High abrasion rubber outsole √ √ ×
Soft and stretchable mesh × √ ×
Foot hugging inner bootie × √ ×
Moisture-wicking, antimicrobial orthoclase
sock liner
√ √ √
Carbon rubber outsole √ √ ×
Fore foot cushioning × √ ×
Shock absorbing heel √ √ √
Style and design √ √ √

LIMITATIONS
Each report has to have some limitations and restrictions. Hence the report we have
made also have some limitations regarding various aspects of the report
The Limitations are as follows:
• Time
As far as time is concerned there was no boundation of time as sufficient time was
being provided to all the students for this project report. Time was never constrained
in order to complete the project report. But we could have tried to make report much
better if we would have little more time because of the late availability of the
executives of the concerned companies. We got late appointment and due to which I
was not able to compile report in time, We was able to complete the report during the
last days of the submission of this report, cost factor which restricted met to do
anything more creative.
Though I had tried my level best to reduce the possibility of errors, but if any, We
would like to request all the readers to forgive me by considering me as a normal
human being and also take each and every responsibility of possible errors on my
shoulders.
• Miscellaneous
Though we have put my very best efforts in making this project report but because of
some unavoidable problems and circumstances we had to face lots of problems.
Sometimes we didn’t get the appointments with the concerned company’s executives
which further delayed the project report a bit.
Secondly, all the required information was not available to me, so we had to put extra
efforts in order to get that information. But there could be some information which is
still missing. Therefore, we request the readers of the project report to kindly forgive
me.

CONCLUSIONCONCLUSION
Turbulent is the word that apply describe the scenario in sports industry in last two
last financial years. By frequent price cuts in market and larger than live Marketing
game plans, competition reached its new highs and lows. It is no longer sufficient to
just be competitive. A company which has to survive has got to have competitive
advantage. One needs to take strategic initiative in the short run to achieve the desired
“positioning” in future. One has to foresee ‘tomorrow’.
Understanding competition today involves three levels:
 Competition for intellectual leadership for new ideas that create new advantages.
 Competition for translating these ideas into product/service faster than others.
 Competition for market share.
Following tips are helpful in combating competition:
 Do not nature and PARADIGMS because today “anything is possible”.
 Search for newer markets than expanding your customer base.
 Come out with state of the art, feature packed affordable and competitive
advantageous products.
 Set Benchmarks for growth.
 Improve up on distribution channels for viable coverage of the market.
 Wear out competition through trend setting, inimitable tactical moves based
on our infrastructure strengths.
 The strategic intent should be clear down the management.
 Work on your strengths i.e. Infrastructure, financial base, backward
integration.

 POP and MERCHANDISING material should be made as per international
market.
 CORPORATE TRAINING PROGRAMMEA for Development of manpower
from external faculty.
We have so far identified the various areas on which ADIDAS and other major sports
companies need to improve upon to achieve the desired level of competitiveness.
These improvements would give ADIDAS and the other sports companies base to
compete with the MNCs and help the Indian companies to reduce the impact of
MNCs on the Indian Market in the future. Indian manufacturers will have to react
quickly because any delay in reacting to the threat posed by the MNCs would only
give the MNCs time to establish them in the market. With their expertise and financial
capacity they would be nearly impossible to compete with once they get a firm foot
hold in the market.
The future
But the battle has only started, and the foreign sports companies are here for the long
term. They can sustain losses for years to come in order to gain market share. What
they are doing at present, is building up distribution networks to cover every nook and
corner of the country and, setting up manufacturing facilities.
Only those Indian manufactures which have a strong focus on manufacturing and
technological up gradation will survive in the long run, although with a much smaller
market share than they have at present. Small companies will be sidelined totally and
will exit from the sports market altogether.
ADIDAS in INDIA has always been driven by its Value – for-money strategy. The
company needs to identify critical success factory and work assiduously towards
achieving it.

BIBLIOGRAPHYBIBLIOGRAPHY
Web Sites:
www.adidas.com
www.indiainfoline.com
www.webcrawler.com
www.google.com
www.indiatimes.com
Magazines:
A&M
Business India
India Today
Business Today
Newspapers:
The Times of India
The Hindustan Times
The Economic Times
Books:
• PHILIP KOTLER, MARKETING MANAGEMENT, NEW MILLENNIUM
EDITION
• V.S RAMASWAMY AND S. NAMAKUMARI MARKETING
MANAGEMENT, SECOND EDITION.
• WILLIAM STANTON.J, MICHALL J.ETJEC, BRUCE J.WALKER
FUNDAMENTAL OF MANAGEMENT.
• RAVICHANDRAH.N COMPETITION IN INDIAN INDUSTRY.

Questionnaire
1) What sports do you play in your leisure time?
Cricket [ ] Jogging [ ]
Lawn tennis [ ] Skiing [ ]
Football [ ] Golf [ ]
Swimming [ ] Others [ ]
2) What are the shoe brands you are aware of?
ADIDAS [ ]
NIKE [ ]
FILA [ ]
NEW BALANCE [ ]
3) How do you rate the company marketing strategy as compare to
the other competitors company like Nike, Reebok etc.?
………..…………………………………………………………………………
….………………………………………………………………………………

4) Do you think that the company Adidas is giving its customer what
they want in terms of quality and prices or value for money?
……………………………………………………………………………..
………………………………………………………………………………
5) Do you think that the advertisements and the brand ambassador
of the company are good enough?
.…………………………………………………………………………….
……………………………………………………………………………...
6. What things you keep in mind while purchasing shoes will it be
quality, advertisement, price or design?
………………………………………………………………………………..
…………………………………………………………………………….....

7) If you have to purchase shoe except Adidas which shoe it will be and
why?
……………………………………………………………………………….
……………………………………………………………………………….
8) What do you think that the company Adidas must do to improve its
marketing strategy?
....................................................................................................................
…………………………………………………………………………….

Addidas

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Addidas

Similar to Addidas (20)

Recently uploaded

Recently uploaded (20)

Addidas