shoes

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

3. Competitor Analysis

4. STRENGTHS
ƕ Found in 1895, Reebok Intl. Ltd. Is steeped in history and heritage
ƕHas largest market share in India
ƕ Has strived on street hip-hop image as its USP
ƕ Compulsory centralized test for all sales staff
Reebok 21.19
WEAKNESSES
Adidas 33.9
ƕ Least preferred brand among the three and currently stagnating
Nike 38.14
Others 6.78

5. STRENGTHS
ƕ Largest International portfolio of sport ambassadors
ƕ Sponsors football teams with maximum fan following in India
ƕ Highest brand image in India according to our survey
WEAKNESSES Reebok 28.24
ƕ Rigid pricing structure Adidas 25.29
ƕ Our survey shows Nike behind Reebok & Adidas in market share in India
Nike 22.94
Others 23.53

6. MOST IMPORTANT FACTOR BEFORE PURCHASE
50
50
45
40
35
30 24.14
25
20 13.79
15
5.17
10 3.45 3.45
5
0
Price Durability Comfort Looks Brand Others

7. CUSTOMERSŽ WILLINGNESS TO PAY
37.07
40
35
25.86
30
19.83
25
20
15 9.48
7.76
10
5
0
500-999 1000-1999 2000-2999 3000-3999 4000 +

8. MARKET SHARE
28.24
30 25.29
22.94
25
20
13.53
15
7.65
10
2.35
5
0
Nike adidas Reebok Power Puma Others

9. BRAND EQUITY
38.14
40 33.9
35
30
21.19
25
20
15
6.78
10
5
0
Nike adidas Reebok Others

10. S.T.P Experiencers
Strivers
Image Drivers
PSYCHOGRAPHIC
DEMOGRAPHIC
Age Gym Regulars
Income Athletes
Gender Drawing Room
Sports
BEHAVIOURAL Enthusiasts

11. S.T.P
15000 +
income
age gender
15-35 Males

12. RECOMMENDATIONS
ƕ launch adidas originals & style in India
ƕ target the Achievers psychographic
ƕ explore female market with Reebok
ƕ compulsory standardized test for sales staff