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4934036 adidas-mktg-industry-analysis-india
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4934036 adidas-mktg-industry-analysis-india

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  • 1. adidas in Indiaƕ 1989 Ƌ entered India, license agreement with Bataƕ 1996 Ƌ joint venture with Magnum International Trading Co. Ltd.ƕ 1998 Ƌ Sachin Tendulkar is Brand Ambassador for Indiaƕ 1999 Ƌ introduced the cheapest range of shoes they had ever soldƕ 2001 Ƌ first televised advertisement for India: Paes & Sachinƕ 2004 Ƌ Advantage adidas campaign kicks in. 30% growth milestoneƕ 2005 Ƌ Andreas Gellner is new MD, India.
  • 2. Competitor Analysis
  • 3. STRENGTHSƕ Found in 1895, Reebok Intl. Ltd. Is steeped in history and heritageƕHas largest market share in Indiaƕ Has strived on street hip-hop image as its USPƕ Compulsory centralized test for all sales staff Reebok 21.19WEAKNESSES Adidas 33.9ƕ Least preferred brand among the three and currently stagnating Nike 38.14 Others 6.78
  • 4. STRENGTHSƕ Largest International portfolio of sport ambassadorsƕ Sponsors football teams with maximum fan following in Indiaƕ Highest brand image in India according to our surveyWEAKNESSES Reebok 28.24ƕ Rigid pricing structure Adidas 25.29ƕ Our survey shows Nike behind Reebok & Adidas in market share in India Nike 22.94 Others 23.53
  • 5. MOST IMPORTANT FACTOR BEFORE PURCHASE 505045403530 24.142520 13.7915 5.1710 3.45 3.45 5 0 Price Durability Comfort Looks Brand Others
  • 6. CUSTOMERSŽ WILLINGNESS TO PAY 37.074035 25.8630 19.83252015 9.48 7.7610 5 0 500-999 1000-1999 2000-2999 3000-3999 4000 +
  • 7. MARKET SHARE 28.2430 25.29 22.942520 13.5315 7.6510 2.35 5 0 Nike adidas Reebok Power Puma Others
  • 8. BRAND EQUITY 38.1440 33.93530 21.19252015 6.7810 5 0 Nike adidas Reebok Others
  • 9. S.T.P Experiencers Strivers Image Drivers PSYCHOGRAPHIC DEMOGRAPHIC Age Gym Regulars Income Athletes Gender Drawing Room Sports BEHAVIOURAL Enthusiasts
  • 10. S.T.P 15000 + income age gender 15-35 Males
  • 11. RECOMMENDATIONSƕ launch adidas originals & style in Indiaƕ target the Achievers psychographicƕ explore female market with Reebokƕ compulsory standardized test for sales staff