The document provides information about Adidas, including its history in India since 1989, brand ambassadors it has worked with, and categories of products it offers. It also discusses Adidas' positioning as a sporty brand through associations with sports events and athletes. Additionally, the document outlines Nike's history since its founding, major subsidiaries, product categories sold, and marketing strategies used such as ambush marketing and guerrilla tactics. Finally, it summarizes Puma's number of employees, product lines, pricing, promotion, distribution channels, target market segmentation and positioning, and SWOT analysis.

1. S
I
G
M
A
T
O
R
S

4. iNTRODUCTION

5. 1989 Entered India, license agreement with Bata
‡
1996 Joint venture with Magnum International Trading Co. Ltd.
‡
1998 Sachin Tendulkar is Brand Ambassador in Cricket for India
‡
1999 Introduced the cheapest range of shoes they had ever
sold
‡
2001 First televised advertisement for India: Paes & Sachin
‡
2008 Kapil Dev is Brand Ambassador in Golf for India
‡
2009 Jeev Milkha Singh is Brand Ambassador in Golf for India

8. PRODUCTS
Lifestyle (464)
Soccer (204)
Running (205)
Training (140)
Basketball (87)
Tennis (21)
Football (27)
Skate (3)
Outdoor (17)
Weightlifting (8)
Yoga (10)
Baseball (10)
Collegiate (1)
Softball (4)
Golf (4)
Swim (11)
Track & Field (31)
Winter (6)
Motorsport (4)
ADIDAS ELITE
SPEED FOR MEN
Rs 3499

9. Football Shoes

10. Adidas is a shopping product
Able to penetrate the market as it
is cheaper than its competitors
Uses market skimming
e.g white T-mac 4 shoes is being
charged at a higher price than
the other colour of the same
version

11. Adidas tries to position itself as Sporty brand
by associating itself with Major Sports events,
Aspirational and successful sportspersons,
and also by creating commercials full of
energy.
The slogan as mentioned is also very sporty.
The primary positioning which Adidas wants
to make is of Super quality sports good for
Sporty persons.

13. HISTORY OF NIKE INC.
► Its name is derived from a winged Greek goddess.
► “Swoosh” logo designed by Caroline Davidson.
► Is now one of the world’s top shoemaker that captures more than 20%
of US athletic market.
► Original name of Nike given by Phil was “Blue Ribbon Sports”.
► With an agreement and handshake in 1964, they began importing
Japanese brand Onitsuka Tiger running shoes.
► By late 70’s, Nike had moved from $10million to $270million in sales.
► In 1996, revenue increased to $6.74billion. Sales reached $12billion in
2000.

14. NIKE SELLS
Footwear:
►Running
►Basketball
►Soccer
►Sport-inspired urban
shoes
►Children’s Shoes
Performance Equipments:
• Bags
• Socks
• Sport Balls
• Eyewear
• Timepieces
• Electronic Devices
• Bats
• Gloves
• Protective Equipments

15. The company sells its products to retail accounts, through its owned
retail stores, and through a mix of independent distributors and
licensees, as well as through Internet Web site ‘nikestore.com’.
NIKE inc. has major four subsidiaries which are:
 Converse
 Cole Haan Holdings
 Nike Bauer Hockey
 Hurley International
Sales Technique

16. ► STRENGThs
► Very competitive organization
► Worlds number one shoe maker
► Very strong at R&D and covers a vast area
► Nike has no factories
► Strong marketing campaigns
WEAKNESS
► It does not have a unrelated diversified
range of products.
► Retail store is very price sensitive
► Expensive as compared to competitors
► Recession in Asia

17. NIKE BLEED BLUE- BRAND STAR OF WORLD CUP 2011

18. WHY THIS STRATEGY?
►Nike being a sports brand
►Cricket- Religion in
India
►Covers larger target
audience

19. MARKETING STRATEGIES
►Brand image
►Web site of the Nike
►Customer preferences
►Update itself timely
►Product differentiation

20. 4PS OF MARKETING
► Product
► Price
► Place
► Promotion

22. Nike Brand Foundation
Marketing Strategies and Tactics
• Ambush Marketing
Prominently displaying Nike Swoosh at Reebok sponsored
events
Tiger Woods wears Nike Products while pitching other
companies
•Guerrilla marketing
Pays athletes to use their products.
•Mass marketing
Nike products or subsidiaries are sold at mass
merchandisers such as WalMart, Kohl’s, and Macy’s
More>

23. Nike Brand Foundation
Marketing Strategies and Tactics
•Urban Tactics
Free sneakers are delivered to inner cities , creating a
demand for more.
•Psychological Tactics
“Just Do It”
•Outsize Tactic
Use of extremely large advertising budget
Large supply chain
Multiple retail outlets

25. ► Puma has approximately 7742 employees and it is spread in about 80 countries.
► Puma is the main producer of enthusiast driving shoes and race suits.
► They are the prime producer in both formula one and NASCAR
► PUMA has sponsorship with FERRARI and BMW

26. PRODUCTS

27. PRODUCTS
• Shoes
• All styles
• Casual & life style
• Flip flops & sandals
• Motorsports
• Running
• Sports & performance
• Apparel
• All style
• Life style
• Sports performance
• Golf
Accessories
•All style
•Back packs
•Bags
•Belts
•Caps & hats
•Gloves & scarves
•Small accessories
•Socks
•wallets

28. PRICE
► SANDALS Rs344- Rs2861
► SHOES Rs 2499- Rs 11999
► SHORTS Rs475- Rs1581
► TEES Rs699-Rs2699
► BACKPACK Rs-1499 Rs-3699
► BAGS-Rs2999-Rs6499
► BELTS Rs999 – Rs2403
► CAPS & HATS Rs-699 Rs 1099
► GLOVES Rs599- Rs 699
PRICE

29. PROMOTION
► PUMA sponsors many national football team
► It has also sponsored jerseys of many noted professional football club.
► Puma supply equipments for national rugby league teams.
PROMOTION

30. PLACE
PLACE

31. SEGMENTATION
Sportsmen
Men and women who like sporty energetic
apparel with a spray of uniqueness in their apparel.

32. TARGETING
Urban young upper middle class, and
Upper class Men and Women

33. Positioning
Puma is an international brand with
creativity,
energy ,and
style in their apparel
at a very affordable price.

34. SWOT
Strengths:
1. Puma is established over 90 countries and employs around 8300 employees all over the world.
2. Puma is the main producer of enthusiast droving shoes and racing suits in both Formula One and
NASCAR.
3. Puma is entered into partnerships with famous companies like Ferrari and BMW.
4. Puma brand is very innovative and has a very rich Research and Development team. The Company
produced the first screw boots for football and “Mexico 68” with the innovative brush soles, which were the
most comfortable running shoes.
5. Puma has an excellent brand name throughout the world.
6. The brand has excellent management and marketing strategies and has the advertised the products very
well and eye-catching throughout the world.
7. Puma has entered into sponsorships with various players and teams in different sects of the sporting
industry.
8. Puma was the official sponsor of the FIFA football World Cup

35. Weakness:
1.Puma has tough competition and limited market share compared to Nike and Adidas
2.The company has less financial strength compared to the other brands in the industry
3. Tie-ups with sports academies and schools
OPPORTUNITY:
1. The company can attain more sponsorship as more international events in the sporting
industry are taking place.
2.The company can start entering the lifestyle section of the industry

36. Threats:
1. The current economic situation is very bleak, hence expansion is
minimal.
2. There is extensive completion from existing players an new players
which is growing in the industry.
3.Imitations of the brand is extensively increasing