A small presentation of Decathlon Store located in Coimbatore.

2. Decathlon in Coimbatore
Decathlon,
500 metres from Le
Meridien,
GS NO 716/2B &
717/2B,
Neelambur Village,
Sulur Taluk,
Coimbatore – 641062.

3. About Decathlon
Decathlon S.A. is a French sporting goods retailer. With over 1500
stores in 49 countries, it is the largest sporting goods retailer in the world.
Decathlon started with a store in Lille, France in 1976, founded by
Michel Leclercq. It started to expand abroad a decade later, to Germany
in 1986, Spain in 1992, Italy in 1998, Portugal, the United Kingdom in
1999, China in 2003, India in 2009, Hong Kong in 2013, Malaysia in 2016
and Southeast Asia in 2012 and South Africa, Philippines in 2017 and
Australia in 2018. The company employs more than 87,000 staff from 80
different nationalities.

4. Founder
Michel Leclercq is a French billionaire
businessman. He is the founder and owner
of Decathlon Group, the world's largest
sporting goods retailer. He owns 40% of
Decathlon. As of April 4, 2019, Forbes
estimated his net worth at US$5.2 billion.

5. Missions and Values
Mission
Our mission is to make sport accessible to as many people as we
can. We would like to help, inspire and guide you through your sports
experiences. We believe that being active and discovering new sports
every day is an important part of a healthy lifestyle. Let's do some sports
together, as together is always more fun!

6. Values
Vitality
Vitality is Life, intense activity, energy, drive and vigour. Our employees
are full of vitality as they have, first and foremost, a positive mindset and are
bursting with energy. They are enthusiastic, they love creating and innovating, and
relentlessly strive to improve and make things around them change.
Responsibility
Being responsible is about making decisions and making sure they are
acted upon. Our employees are fully responsible for their decisions, both in terms
of their team and their customers. Responsibility is also about anticipating the
challenges facing society and orienting our actions towards sustainable
development. And it is also our responsibility to guarantee the safety of our
customers and employees all over the world.

7. What type of store is Decathlon?
Decathlon is a specialty store that specializes in sports goods.

8. Parent Organisation
The Association Familiale Mulliez (AFM) is the Parent Organisation
of Decathlon.
Some of the companies that the AFM exerts control over are:
● Adeo (85 %): Hardware stores, DIY shops
● Agapes: System Catering
● Alinéa (37 %):Furniture Stores
● Aquarelle: Women's fashion
● Auchan (84 %): Hypermarket-chain
● Boulanger (85 %): Electronics stores
● Brice (100 %): Clothing for men

9. Branches
Decathlon S.A. has over 1500 stores in 49 countries. In India there
are about 70 stores and in Tamilnadu alone there are about 5 stores i.e, 3
in Chennai, 1 in Coimbatore and 1 in Madurai.

10. Unique Selling Proposition
Decathlon’s USP is “Everything in
sports in affordable price” and their UVP
is that they sell goods that can be
purchasable by all classes of people i.e,
they have products of different price
ranges so that these products are made
affordable to all. The starting price is
from RS.19 which are cones and
whistles.

11. Advertising Strategies & Techniques
Decathlon does not do any
advertising. They firmly believe in word
of mouth marketing. In case of new
Product introduction if their customer is
really attached to their store, they
would ask them to register in their
website and they would notify them of
the latest products of their interests.
They also put Banners to notify them.

12. Employee’s role
Decathlon believes in word of Mouth
marketing and therefore customer
relationship is very important to them. The
Employees enquire the customer
requirements and as per their request
product's price, quality will be displayed &
explained. There is no words of compulsion
to buy a Product.

13. Factors affecting the Business
a) Seasons - Seasons affect their business a lot. During summer they
would expecting whole lot of customers. It is the same during the
weekends & government holidays. Other than that customers are
relatively low.
b) Competitors - Other Sportswear brands such as Nike, Adidas etc
c) Location - The store is located far away from city. This is a major
disadvantage as people usually don’t travel a long distance just to buy a
single product which can rather be bought from nearby stores.

14. Ecommerce
Decathlon is also an online Retailer, providing Goods via
Internet. The Price is the same as that of the Decathlon retail Store and
shipping charges differ depending upon the Size and Weight. Shipping
charges are free for lightweight Products that costs above ₹3,000 is free.

15. Handling Returns and Damaged Products
Returns are accepted in
Decathlon as long as the Products
returned are in good conditions for
resale. The time limit to return a
Product is 15 Days. As far as the
Damaged Products are concerned
Decathlon repairs them in its
Service section that is available in
the Decathlon Store itself.

16. Employee Retention
Although Decathlon believes salary will always be a determinant
factor in an employee’s decision to remain in or leave your company,
other factors are also at play. Having a strong and appealing company
culture and investing money in the development and personal and
professional growth of employees are also key to retaining them. The
Salary is also quite good when compared with other Stores.
For Decathlon, believing in your staff and developing your employees
is an essential part of the business strategy. “If you put your staff first, they
will give back to the company,” Michel Leclercq says. Indeed, the
company culture of Decathlon is built upon this very idea.

17. Pricing Strategies and Price variation
Decathlon follows Psychological Pricing strategy. The prices of
the various Products in Decathlon remain the same throughout the year
despite the changes in demand for those Products.

18. Products and Brands
In Foreign Countries Decatlon sells various Brands of different
Sports but in India due to FDI issues Decathlon has been permitted to sell
goods that are manufactured in India only. Hence Decathlon sells only it’s
own Products in India except for few sports.
Cycling and its related Products:

19. Contd...
Trekking and Hiking Running

20. Cont...
Yoga and Gym Water Sports

21. Cont...
Skates Electronics and Gadgets

22. Cont...
Football and Clothes Skiing

23. Cont...
Horse Riding Tennis

24. Cont...
Hunting Swimming

25. Cont...
Archery Support & Protection

26. Cont...
Mountaineering Walking Shoes

27. Cont...
Golf Fishing

28. Cont... Other Brands
Workout

31. Societal Marketing
Decathlon follows Societal Marketing where the Company
markets it’s values not only with Customer needs in mind rather taking the
long term well being of the Society as a whole. They often conduct
tournaments during weekends to promote their company.

32. STP
Segment - Behavioural Segmentation as it target Sports enthusiasts
Target group - Middle Class and Upper Class
Positioning - Quality Sports goods in affordable price

33. Billing Section