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

  • 1,027 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,027
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
36
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

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