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

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

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

    •  
    • 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.
    • Competitor Analysis
      • 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
      • 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
    • MOST IMPORTANT FACTOR BEFORE PURCHASE
    • CUSTOMERS’ WILLINGNESS TO PAY
    • MARKET SHARE
    • BRAND EQUITY
    • S.T.P DEMOGRAPHIC Age Income Gender PSYCHOGRAPHIC Experiencers Strivers Image Drivers BEHAVIOURAL Gym Regulars Athletes Drawing Room Sports Enthusiasts
    • income gender S.T.P 15000 + Males 15-35 age
    • RECOMMENDATIONS
      • launch adidas originals & style in India
      • target the Achievers psychographic
      • explore female market with Reebok
      • compulsory standardized test for sales staff