4934036 adidas-mktg-industry-analysis-india (1)

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4934036 adidas-mktg-industry-analysis-india (1)

  1. 2. adidas in India <ul><li>1989 – entered India, license agreement with Bata </li></ul><ul><li>1996 – joint venture with Magnum International Trading Co. Ltd. </li></ul><ul><li>1998 – Sachin Tendulkar is Brand Ambassador for India </li></ul><ul><li>1999 – introduced the cheapest range of shoes they had ever sold </li></ul><ul><li>2001 – first televised advertisement for India: Paes & Sachin </li></ul><ul><li>2004 – Advantage adidas campaign kicks in. 30% growth milestone </li></ul><ul><li>2005 – Andreas Gellner is new MD, India. </li></ul>
  2. 3. Competitor Analysis
  3. 4. <ul><li>STRENGTHS </li></ul><ul><li>Found in 1895, Reebok Intl. Ltd. Is steeped in history and heritage </li></ul><ul><li>Has largest market share in India </li></ul><ul><li>Has strived on street hip-hop image as its USP </li></ul><ul><li>Compulsory centralized test for all sales staff </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Least preferred brand among the three and currently stagnating </li></ul>
  4. 5. <ul><li>STRENGTHS </li></ul><ul><li>Largest International portfolio of sport ambassadors </li></ul><ul><li>Sponsors football teams with maximum fan following in India </li></ul><ul><li>Highest brand image in India according to our survey </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Rigid pricing structure </li></ul><ul><li>Our survey shows Nike behind Reebok & Adidas in market share in India </li></ul>
  5. 6. MOST IMPORTANT FACTOR BEFORE PURCHASE
  6. 7. CUSTOMERS’ WILLINGNESS TO PAY
  7. 8. MARKET SHARE
  8. 9. BRAND EQUITY
  9. 10. S.T.P DEMOGRAPHIC Age Income Gender PSYCHOGRAPHIC Experiencers Strivers Image Drivers BEHAVIOURAL Gym Regulars Athletes Drawing Room Sports Enthusiasts
  10. 11. income gender S.T.P 15000 + Males 15-35 age
  11. 12. RECOMMENDATIONS <ul><li>launch adidas originals & style in India </li></ul><ul><li>target the Achievers psychographic </li></ul><ul><li>explore female market with Reebok </li></ul><ul><li>compulsory standardized test for sales staff </li></ul>

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