Sports Retail Brands In Brazil : A Strategic Approach 2010

SPORTS RETAIL BRANDS IN BRAZILIAN MARKET: STRATEGIC APPROACH 2010 FREDERICO MANDELLI GUARAGNA

SEGMENTOS EM EVIDÊNCIA PRESENTATIONWhile global economic crisis decrease commercial performanceof sport retail manufacturers in the United States and Europe,Latin America and Asia had positive significantly balances andgrowth into double digits on the market.There is no doubt that Brazil finally became the "country of thefuture" and will target large investments from major industryplayers. Nike, Adidas and Puma will fight for a position insoccerl to win even more market share during the “before -World Cup 2014 "and seize the opportunities of the event inBrazil. Topper, Olympikus Penalty and the national sportsbrands, expand their roles in the Mercosur partner countries asa way to ensure market presence and resize yourrepresentative in the sports area, seeking even the OlympicGames 2016 in Rio de Janeiro. Frederico Mandelli Guaragna 2

SEGMENTOS EM EVIDÊNCIAPRESENTATION Asics and Mizuno are leveraging revenue in the fervent niche running, but keep watching performance of the competition. The Fila firm emerges on the market with an alternative to running consumer, Reeboks success in Brazilian football and focuses on the fitness segments. Diadora, Kappa, Lotto and Umbro are looking at targeting keep your space, while Kanxa, Champs Lupo and bite off its market share. The outlook for the next years is a growing market sprayed. The focus of this 2nd edition of the study "Sports Brands in Brazil: A Strategic Approach 2010" aims to generate an overview of how the largest sporting goods manufacturers are working to remain competitive and achieve their goals in the Brazilian market. The approach is supported by objectives, strategies, positioning and actions relating to conduct of the great brands on the opportunities in the sector . Frederico Mandelli Guaragna 3

INDEX Frederico Mandelli Guaragna 03 MARKET PLAYERS Graduated in Business Administration from Universidade Federal do Rio Grande do Sul Master 29 in Management of Sports Marketing by Universitat SEGMENTATION de Barcelona Master of Foreign Trade and International Relations (FGV) 30 BRANDING Currently developing projects and consultancies related to the area of sports marketing, market 31 research, promotions, event management MARKET DINAMICS business and competitive intelligence.PRODUCED AND EDITED BYFREDERICO MANDELLI GUARAGNASPORT TARGET – PESQUISA E MARKETING ESPORTIVORio de Janeiro RJ – BRAZIL+55 (21) 76 07 29 28NOVEMBER 2009 © 4

SEGMENTOS EM EVIDÊNCIAADIDAS: NATIONAL LEADERSHIP BY 2010With the global economic crisis that slammed on Adidas intentionsof gaining greater representation in the U.S. market, the strategicfocus for the coming years should be Latin America. The region wasthe one that performed better in the last semester, an increase of upto 39% in sales and maintained a positive balance even during theturbulence.For the World Cup, Adidas hopes to expand its sales of stockduring the event in which an official sponsor. Technologicalinnovations "Formotion" and PowerWeb Techfit werehighlights in anticipation of the launch of models to be usedby Argentina, Germany, Spain and the other of which isselected supplier.In Brazil, the goal of debunking the Adidas Nike is the market leaderin sporting goods. The field segment of football already aimed at theWorld Cup 2014, the expansion of chain store concepts (from 29 to40 outlets) and strengthening the presence among the public of therunning are the main focus next year Frederico Mandelli Guaragna 5

SEGMENTOS EM EVIDÊNCIAADIDAS: NATIONAL LEADERSHIP BY 2010 Shares together as the marketing department of Palmeiras and Fluminense, as the launch of innovative T-shirt(Palmeiras blue shirt, retro row, third uniform tricolor), with irreverent ads Kaka and other stars such as actors, promotions such as "The owner of the ball," the development of viral campaigns and use interactive tools, such as "Adiblog" continue the agenda. The proposal is to make the line Adidas Running a great option in the running segment, highlighting all its technological edge. Positioning the brand more about performance and less on fashion (Heritage lina Originals) is your biggest challenge. Following the countrys market, Adidas also directs much of its marketing activities to win the publics running. The German company is organizing the "Race of the Seasons" and this year launched the Adidas Code, your virtual community dedicated to street racers with more than 7000 members. Also, has partnered with the MPR team that specializes in advising sports of running for public business, and with the Network Group of Athletics. Frederico Mandelli Guaragna 6

SEGMENTOS EM EVIDÊNCIA ASICS: FOCUS ON PRODUCTEsportes Mizuno debunk the national leadership in the segment of running high-performance and increase participation in other sports are the strategic objectives of the Asics 2010. The Japanese brand known for the high technology of its products to expand its presence in the market. The focus is still the product development as a marketing tool, leaving investments in communication. Only now the Japanese company launched its first TV campaign in the Brazilian advertising campaign for the dissemination of the damping Asics Gel. Asics has partnered with operational and technological Paqueta shoe factory, to reduce production costs and enable the release of more economic alternative lines. The initiative is the first step to compete directly for a portion of the consuming public that is predominantly by Mizuno, and encourage the development of high performance products for other sports. Frederico Mandelli Guaragna 7

SEGMENTOS EM EVIDÊNCIA ASICS: FOCUS ON PRODUCTAsics is still little known outside the running segment. Implement the high quality and tradition in running forfootball, volleyball and tennis is the challenge of Asics in Brazil. Aware of the need to extrapolate this border, theAsics established a contract to supply sports equipment to the Sports Club Pinheiro, Sao Paulo. The proposal isbroader: to position products in the Japanese brand in other ways with the public premium "elitist," exploringthe communication and marketing activities using the clubs membership as a means of dissemination.The World Cup 2014 comes as an opportunity to enter the complex and competitive market of Brazilian football.Unlike Italy, which is already a supplier of some clubs in Brazil Asics not have enough money to displacecompetition and sponsor major football clubs in Brazil. The focus is on supporting athletes to increase theirrecognition, such as planning to sponsor up to 15 players with potential at first and increase their participation inthe coming years. Frederico Mandelli Guaragna 8

DIADORA: SEARCH IDENTITY AFTER “GUGA”EVIDÊNCIA SEGMENTOS EMEsportes The weakening of the bond with tennis and football, Diadora alert to regain its position in the domestic market. Early retirement of tennis player Gustavo Kurten and greater presence of Topper and Fila shares fell brand in the sport. Traditional Italian soccer, Diadora has been losing competitiveness in lawns. The brand, which has been sponsoring Palmeiras Coritiba and Sport, can not follow the market dynamics and the contribution required to be displayed in football. Diadora stopped supply Ponte Preta due to a superior proposal from Champs, a emerging small brand. The solution is to play against Penalty the right to sponsor referees during the competition (already signed a contract with Comenbol). For 2010, the alternative to strengthen its presence in football is to support athletes revelations to fill the Diadora Squadra, as Victor, Gremio goalkeeper. Frederico Mandelli Guaragna 9

DIADORA: SEARCH IDENTITY AFTER “GUGA”EVIDÊNCIA SEGMENTOS EM Considering the particular characteristics and market trends, the rejuvenation of the brand is a global challenge of Italian brand sportswear in recent years. It appears that the strategy adopted by Diadora will continue to be closer to a younger target, with the creation of products for cutting- edge technology aimed at the segment of sporty fashion. You can verify this new position in the expansion of online casual Diadora 80, with cheerful campaign language conveyed during the programming of broadcasters Multishow and MTV, as well as special line of shirts inspired by European teams sponsored by the trademark. The appeal of the collection Diadora 80 is part of the marketing plan to strengthen the future expansion of its concept stores. 10

FILA: ALTERNATIVE IN THE MARKET EM EVIDÊNCIA SEGMENTOS Increase brand value perception and communication with its targetEsportes are the proposals that Fila is put into practice in its repositioning dared to take the fourth place from Reeboks international manufacturers in the market of sports articles. The strategy to qualify products and thus raise prices gradually working. In 2008 the profit was R $ 158 million, reflecting the outcome of actions related to running public and increased competitiveness in casual pieces segment. The development of alternative and affordable footwear for the amateur runner, especially in classes B and C in addition to continuing the events Fila Real Runners, Fila Circuit Racing and Fila Night Run is in the plan for 2010. Tennis is another sport that should receive more attention from Fila Brazil. The Italian manufacturer, which sponsors Wimbledom, allocate a larger budget for support athletes and competitions, such as Citibank Mastercard Tennis Cup 2009, seeking to attract new talent in sport.In relation to the brand rejuvenation the Fila entry in football was the proposal of tDass Group (licensed) to give more visibility, which became a supplier of Botafogo and Figueirense in the second half of this year. Planning to invest in shop concept, Fila Store, will begin to leave the paper in the coming months with the inauguration of the first unit in Sao Paulo. Frederico Mandelli Guaragna 11

SEGMENTOS EM EVIDÊNCIA KAPPA: IS DARE A SOLUTION?Esportes Kappa continues to reposition its battle to keep the competitive market of sporting goods. In a bold and provocative, seeking to combine the modern / functional in sport and fashion, the Italian brand plans to bring a more casual target. The concept was seen in parts of your advertising campaign, broadcast in mens magazines such as "VIP", "Playboy," "Trip", "Score" and among others. Distinguished by its harmonious design and the technological innovations for sports, the Kappa lost ground with the arrival of new players in recent years, which resulted in their declining visibility of football Following the attempts by Umbro, Kappa tries alternatives such as creating a collection of womens shoes, with designs and colors in shades of white and purple pubic reflect this. The competitiveness of this sector mature demands constant updates and releases that can impact among consumers. This is the constant challenge of Kappa. Frederico Mandelli Guaragna 12

SEGMENTOS EM EVIDÊNCIA LOTTO: FOCUS ON COLLEGE Approaching the young target with a different approach and soEsportes define its niche in the competitive sports market is the object of Lotto in 2010. The Italian manufacturer needs to establish itself permanently in the public sector to win the Class A and B and get recognition similar to that enjoyed in Italy. The public college and university should be the focus of marketing actions in the coming years, such as making new editions of the FIFA Futsal Intercolegial Lotto, aimed at students of primary and secondary. There is the possibility of developing an alternative line of clothing articles and footwear for professional and amateur tennis players, with the strengthening of the premium line.Partnerships with major sports leagues in the country in order to interact with the target target are among the plans for placement of Lotto. In football, the brand is a provider of Atletico Mineiro, São Paulo, Coritiba, Goiás, Sport, among others, ensuring visibility in the industry, playing a strategic role in plans to spread the brand in Brazil. Frederico Mandelli Guaragna 13

MIZUNO: LEADERSHIPSEGMENTOS EM EVIDÊNCIA IN THE RUNNINGEsportes Foothold in the premium high-performance, Mizunos strategy is to continuously invest in research and product development for the running. Innovation is present in all releases of the Japanese brand as a response to Asics heavy industry. Through this concept, Mizuno had innovated with the pedigraph test (which identifies the best type of shoes suite according to his bruised), has been seeking to customize its range to meet consumer demanding in running. Now the bet is female target, which now represents almost half footwear sales in segment. Mizuno revolutionized the market with development of specific sneakers line for differing needs of men and women, technology-based Gender Engineering (present in 10 models Creation, Pro Runner 12, 5 and Nirvana Inspire 5). A campaign disclosure stripped the triathletes Ariane Monticeli and Fábio Carvalho and directly impacted sales results of the manufacturer Frederico Mandelli Guaragna 14

MIZUNO: LEADERSHIPSEGMENTOS EM EVIDÊNCIA IN THE RUNNINGEsportes Lines Dynamotion Fit, AP (Acceleration Polymer), Intercool Mizuno VS-1 and innovate in shock absorption, cushioning and comfort. To prevent the advance of the growing competition in this attractive market, Mizuno prepare alternatives for runners After create its training program and follow-up entitled Mizumo Runners Team, providing music for individual workouts with a mixture of rhythm and performance and establish partnerships with fitness center (A! Body Tech), actions for 2010 will be around to position more brand in its own events, as the Circuit 10 Miles Brazil. Given the opportunity, Mizuno has signed on to be the official supplier of sports equipment from Brazilian Judo Confederation (CBJ) and football, probed Hernanes of Sao Paulo to be poster Frederico Mandelli Guaragna 15

SEGMENTOS EM EVIDÊNCIA NIKE: GETTING TO WINEsportes will continue its focus on football and running to win Nike market share. Based on experience in monitoring practice in running, the American brand launched the tool "Boot Camp", a spreadsheet training for football fans. The contract until 2018 with the Brazilian Squad provides opportunities for marketing activities in the largest sporting event in the world. Brazil, strategic market for Nikes claims to win the leadership in the global sporting goods industry, accounts for much of the evolution of 21% of Nikes sales in Latin America. The striker Luis Fabiano illustrates the entries of the Nike Store, while Alexandre Pato is one of the protagonists of the new campaign called "Real People, Real Stories". In 2010, Nike will provide U.S. $ 1 million for social projects to encourage the sport and the World Cup for the homeless in Rio de Janeiro. Frederico Mandelli Guaragna 16

NIKE: GETTING TO WINSEGMENTOS EM EVIDÊNCIAEsportes The major focus of the company is also to become desired by high performance runners. To gain greater participation in running, Nike hired to manage the unit Christiano Coelho, former Ascis manager. The heavy investment in promoting high-level evidence, such as Venus Race and the relay circuit of 600 km, is justified by the growth of 20% that the segment has achieved on the sporting goods market. With shares in social networks as a complementary resource sites to get closer to their target, the blog Nike Run and viral video, Nike intends to debunk Asics and Mizuno running in the lead. To position in this niche, Nike offers an innovative service: consulting service premium sports and in some stores, test bruised, Nike + site and the "test-run" models. The expansion of company-owned stores is one of the strategies for 2010. The American manufacturer has partnered with the group SBF (Centauro) to manage the logistics of future Nike Store in the country. Currently there are 10 units Nike Store and 6 outlets throughout Brazil. Frederico Mandelli Guaragna 17

SEGMENTOS EM EVIDÊNCIA OLYMPIKUS: UP TO LEADERSHIPEsportes In recent years Olympikus is gradually repositioned to be recognized as an inspirational brand. The visibility gained in partnership with the Brazilian Olympic Committee in the last decade and a likely contract extension for the Rio 2016 Games, as well as investments in technology and design, strengthen Olympikus in the race for dominance Latin American sportswear. Funding for communication and marketing activities is not an obstacle. Out of selected World Cup 2010, the Brazilian brand has already secured a quota of advertising feom TV Globo for $ 81.8 million. The contract for supply sports equipment to Flamengo was done by $ 170 million in 5 years. Everything to make the brand even more popular. Frederico Mandelli Guaragna 18

SEGMENTOS EM EVIDÊNCIA OLYMPIKUS: UP TO LEADERSHIPEsportes Visibility generated by exposure in soccer, Olympikus hopes to expand its market share in running. Investments of $ 25 million made in the way new technology Tube Tech and another amount in the campaign "inspired." The goal is to play competitively in the runners market . Olympikus strengthened its focus on the volleyball. Recently renewed the successful partnership with the Brazilian Volleyball Confederation (CBV) by 2012 and increased its participation in the Super League to sign up with Sky, Sollys / Osasco (it was the provider and Cimed Unillever). On the sands, the master brand is a sponsor of the King and Queen of Beach Volleyball. There was a revamp of the website into a portal format with exclusive videos and channel relationship and interactivity, in addition to updating the 3D game Super Volleyball Brazil 2, fever during the Beijing 2008. Frederico Mandelli Guaragna 19

SEGMENTOS EM EVIDÊNCIA PENALTY : DIVERSIFY TO GROW UPEsportes Penalty starts 2010 with a positive outlook on the market. The brand had a considerable growth in a highly competitive segment as sports (30.5% increase in revenues in 2008), largely justified by the successful strategic redirection of the business. The expansion of product portfolio in segments of sports footwear, apparel, equipment and accessories for various sports (volleyball, basketball, handball and water polo) increased the competitiveness of the Penalty on the market, by appointing greater ambitions in Latin America. The manufacturer, which already exports to 18 countries and derives 27% of its revenues in foreign trade, has invested about $ 10 million in its fifth factory in Argentina in Penalty. The strategy is seen as essential to diversify the enactment of the great competition in the domestic market and strengthen position in the Argentine market, which has the Topper main competitor. Frederico Mandelli Guaragna 20

SEGMENTOS EM EVIDÊNCIA PENALTY : DIVERSIFY TO GROW UPEsportes Argentina match for a profit of $ 22 million annually, supporting the investment in sponsorship by Penalty in Vélez Starsfield and Racing Club de Avellaneda. In Uruguay, the Brazilian brand also plans to increase their participation and sign an agreement of 3 years with the Uruguayan Football Association (AUF). Penalty´s planning for Brazil is to focus even more on the line Sniper to enhance the brand. Initially linked solely to goalkeeper Rogerio Ceni, the team of "Snipers" earned the presence of Kleber (Cruzeiro), Carlos Alberto (Vasco), and a virtual campaign "Why should I be the Next Sniper?." Partnering with Vasco in Serie B was profitable in commercial terms and image, working hard to visibility in football (in addition to the Penalty carioca club provides sporting goods to Portuguesa, America-Rio de Janeiro, Figueirense, Juventude, Parana Clube and Vila Nova). In running Penalty follows the trend and will enhance its line for the public amateur seeking to increase its sales volume. Promotional campaigns in social media are also in the planning of Penalty for 2010. Frederico Mandelli Guaragna 21

PUMA: FASHION WITHSEGMENTOS EM EVIDÊNCIA PERFORMANCEMERCADOEsportes The concept based on life style and high standard of performance in sport will continue to be the slogan for the marketing activities to threaten the Puma Nike and Adidas in the leadership of global sporting goods. The German company is still looking for an elitist position and thinking about it, decided to reissue the great success of the association with Ferrari in Formula 1 and entered another glamorous sporting event: the Volvo Ocean Race. The strategy of sponsoring one of the greatest racing teams in the world, and promote actions for the dissemination of your boat, aimed to generate visibility for products from the life style in a different target. With this proposal Puma plans to act in other sports such as golf, cricket, yachting. However, the trump card of the manufacturer is the Jamaican sprinter Usain Bolt, world record holder and Olympic 100m final. The athletes symbolize what the Puma considers vital to its competitiveness in the sector: efficiency and style. During the World Championships in Berlin, the entire collection of Puma products linked to Bolt sold out in stores. For the 2010 World Cup, Puma prepare for their new teams, including Italy, the defending champion. In addition, the plan is to expand the portfolio of sponsored athletes to deal with Nike and Adidas in the main sporting event in world football. Frederico Mandelli Guaragna 22

PUMA: FASHION WITH PERFORMANCE EM EVIDÊNCIA SEGMENTOSMERCADOEsportes In the Brazilian market, there to await the resumption of investment in opening more units of the Puma Concept Store, partially deferred during the period of global economic turbulence. Actions to promote the launch of mobile shops and campaigns saw through bluetooth application Puma Guide will also continue to make plans for next year. Like other sports brands, Puma is mindful of the running and launched an advertising piece to spread the tennis Lift, which weighs only 173 grams. After reach its target with the concept "sportlifestyle" is an acknowledgment that there is a need to produce products more accessible to gain market share in the competitive market, without undermining the ideals of the brand. The high visibility obtained in soccer led to recognition of Puma in the country and now the continuity of this communication strategy is still uncertain. The successful partnership with Gremio, the club which is a supplier since 2005, will finish at the end of the contract. Frederico Mandelli Guaragna 23

SEGMENTOS EM EVIDÊNCIA REEBOK: FITNESS FIRSTEsportes The proposal from Reebok. on the world stage is a market leader in sportswear women in the coming years. In Brazil, the UK brand strategy is the expansion of its network of academies Fit4 (includes planning to quadruple the number of franchises Fit 4 in 4 years) and building a strong identity with the public gym. The presence of Reebok in gyms and events reinforces the brand positioning in the segment, as can be seen in the Convention Center Brazil. Classes, workshops, product innovations, test-drive, all to attract the public. Retrieve the prestige synonymous with quality and sophistication. Frederico Mandelli Guaragna 24

SEGMENTOS EM EVIDÊNCIA REEBOK: FITNESS FIRSTEsportes As part of its overall planning, Reebok has invested strongly in football as a way to resize the perception of consumers towards the brand is a provider of Sao Paulo, Cruzeiro and Internacional, top clubs who are constantly in the media, which generates large visibility. Building on the momentum, the English manufacturer develops lines and high-tech accessories specifically targeted to the public classes A and B. For 2010 are focused promotional marketing activities Freestyle, fever of the 90s, with the expansion of the Reebok Classic line, in addition to opening three stores Reebok concept in Sao Paulo. This set of strategic actions is seen as essential to opening new sales channels and increase revenue. Frederico Mandelli Guaragna 25

TOPPER: TOP MARKETSEGMENTOS EM EVIDÊNCIAEsportes After heavy investment in communication to spread its rejuvenated positioning, Topper is ready to compete with Olympikus and Penalty for Latin American market. The possibility of greater international integration is a result of operational and commercial union of Topper in Argentina and Brazil. With new visual identity and the aggressive pricing policy, the "new" Topper expanded its product portfolio to other sports such as basketball, volleyball and tennis, including options for the female target. The strategy of increasing the product mix meets the planning global expansion of Topper, which already exports to 80 countries, supported by Alpargatas. Classes B, C and D is still the target target of the brand. Currently you can check this new moment of Topper in soccer, with tennis and running. Official sponsor of the Campeonato Paulista, Topper innovated on the ball of the competition. The betting in tennis is the brand heritage in Argentina to gain market share in the sector. Frederico Mandelli Guaragna 26

TOPPER: TOP MARKETSEGMENTOS EM EVIDÊNCIAEsportes relief Thomaz Bellucci, a group of players sponsored by Led by Topper ensures exposure tournaments, such as Brazil Open, and actions of relationship marketing. In the running, the Topper follows the market and offers a line-oriented alternative to the amateur runner, repeating the Penalty and Fila. The direct actions to other methods is planned for next year. The proposal is to resume the visibility that Topper had had in the past by performing this in other sports. In partnership with the selection of soccer by 2012 it plans to expand participation in events of beach volleyball (Summer Spectacular), basketball and volleyball. The strengthening of a casual line is encompassed in the new concept of Topper, but is still one step further. The opening of its first store in Sao Paulo had a great response, especially among female public, however there are predictions about the opening of more branches of Topper as a way to approach your customer and sell more. Frederico Mandelli Guaragna 27

SEGMENTOS EM EVIDÊNCIA UMBRO: KEEP TRADITIONEsportes Continue being a prestigious brand and reference technological development of shoes and sporting goods among opinion leaders in the sector will remain the focus of Umbro in the market. Plans to open stores concepts to identify further Umbro with its target were put aside after it was acquired by Nike. The traditional English brand has been slowly losing visibility and further concentrating its actions on product innovations. Umbro was recently replaced by Fila at Figueirense and there are possibilities to leave Atletico Paraense after 2011. The stay at Santos is also uncertain and depend on the strategies of tDass Group (licensed from Umbro, Kappa and Fila), the “peixe" will premiere supplier soon. Frederico Mandelli Guaragna 28

SEGMENTOS EM EVIDÊNCIA UMBRO: KEEP TRADITIONEsportes Following Penalty example, Umbro should direct marketing efforts to broaden the base of sponsored athletes and promote its release, as already happens with the boot Speciali Pro (Chicao, Diego Souza, Cleiton Xavier and Deco). Same model will be maintained in futsal. The Umbro renewed with the ace Falcao to be the brand ambassador in Brazil for years to come. With the proposed operation of the athlete in events, fashion shows and advertising campaigns, the UK brand for a series of promotions and contests on your site oficial.A role in partnership projects with the networks in order to stimulate retail sales is another to be worked out in 2010. Frederico Mandelli Guaragna 29

EMERGING BRANDS SEEK ITS MARKET EM EVIDÊNCIA SEGMENTOS The sporting goods manufacturers are competing fiercely inEsportes Joma and Miter began timidly its operations in its market space. There is a tendency to spray brands and Brazil and are still far from establishing the expertise in niches. Speedo is the greatest example of focus prestige it has in the market. Now Dalponte on corebusiness, concentrating its activities only in sports. searching restructuring around sustainable in the sports arena. Kanxa, Lupo and Champs are Now as the arrival of Arena, a partner of Cielo, a strategy repeating the strategies of national brands for maintaining the position achieved in the market may be considered “smallest" Finta and Rummel, preserved. Even Rip Curl has indicated the possibility of obtaining satisfactory visibility in 2009. expanding its operations in the segment. In running, New Balance, Avia, Atlhetic, Brooks, Saucony, Ironman, Babolat Spalding and Wilson focus on retail to increase has been advancing slowly to solidify the industry and its sales and are aware of the opportunities in planned higher aspirations. basketball, volleyball and tennis. So, next year promises a lot of competitiveness and innovation in the sector, benefiting consumers and generating increased activity in markeing sports. Frederico Mandelli Guaragna 30

SEGMENTATION SEGMENTOS EM EVIDÊNCIAEsportes Soccer Basket Tennis Running Volley Fashion 5 Intense 4 High Adidas 5 1 1 3 0 4 3 Medium Asics 0 0 1 5 1 0 2 Regular Diadora 2 0 2 1 1 3 1 Low 0 _ Fila 2 1 3 3 0 1 Kappa 1 0 0 0 1 1 Lotto 2 0 0 0 0 1 Mizuno 1 0 0 5 0 0 Nike 5 1 1 4 0 4 Olympikus 2 1 0 2 5 2 Penalry 3 1 0 1 1 0 Puma 3 0 1 1 1 5 Reebok 4 1 1 2 1 3 Topper 2 0 3 1 0 1 Umbro 3 0 0 0 0 2 31

BRANDING SEGMENTOS EM EVIDÊNCIA Fashion Sports Magic Overcoming Performance Bold Glamour Irreverent Premium Emotinal Modern Unique Inovator Competitive Motivational Conceptual Distinct Expressive Technical Style Sofisticated Creative Quality Fashion Design Selected Conservative Retrô Traditional Potential Casual Pratical Commom Free Trustfull Patriota Acessible Autentic Durable 32

SEGMENTOS EM EVIDÊNCIA MARKET DINAMIC GLOBAL HighPerformance Running Premium SoccerEsportes Running High Performance Running soccer e fashion Running Premium e Alta Performance RUNNING FASHION Técnico Sports Seletivo footware women LATIN AMERICA tennis Fitness/ Running sports goods CASUAL tennis SPORTWARE Soccer Performance Soccer / fashion fashion / soccer 33

SEGMENTOS EM EVIDÊNCIAFREDERICO MANDELLI GUARAGNA fre.mandelli@yahoo.com +55 (21) 7607-2928 Rio de Janeiro – RJ - BRAZIL @SportTarget fredericomandelliguaragna SPORT TARGET PESQUISAS E MARKETING ESPORTIVO 2008 © 34

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Sports Retail Brands In Brazil : A Strategic Approach 2010

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