Decathlon is a French sports equipment and apparel retailer founded in 1976 that sells products through over 1,100 stores in 46 countries. They develop their own brands to offer affordable yet high-quality sporting goods across 70 sports categories. In Bulgaria, Decathlon has 4 stores located in major cities and offers delivery within 48 hours. The company aims to make sports accessible to all and prioritizes vitality, customer satisfaction, and a wide product range at low prices. Promotion strategies include social media, events, and their "Box in the Office" boxing bag contest campaign.

1. Lyuben Yonchev.

2. Marketing management
Lyuben Yonchev.
Supervisor
Dimitar Trendafilov
F86742

3. Decathlon is a French sports equipment and
sportswear company founded in 1976
Sell sports products in more than 1100 superstores in 46
countries around the world
Decathlon makes sport accessible for the many 70 sports under one roof
Develop own products under their own brands
Goal in mind: make the pleasure and benefits of sports
accessible to all
Offers low cost products with high quality

5. *Operating stores in Bulgaria,
2018

6. Decathlon Sofia

7. MISSION
Number of Stores per Country
Decathlon's main 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!
OUR 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.

8. * First Bulgarian National Freeski Team 2015 @
FIS Junior World Freestyle Ski Championship
To satisfy the customers
and their needs
Strive to provide with a unique retail experience High level
customer
service.
Satisfaction with range,
quality and price of products
COMPANY FOCUS

9. Price
Low cost politics
Place
Superstores in 46 countries with 4 locations in Bulgaria and 48 hours delivery time target
Product
Own brands offering quality products / also offers leading brands such as Everlast,
Nike, Adidas, Solomon, Columbia, Quicksilver etc.
Promotion
The goal is to increase customer awareness of the brand and to set themselves apart from the
competition. To achieve its goals Decathlon uses TV, Press, Internet, social media and e-mail
(dedicated website for each decathlon brand)

10. Aptonia - Nutrition and Healthcare
Artengo - Racket Sports
B'Twin - Cycling and Workshop
Caperlan - Fishing
Domyos - Fitness, Gym, Yoga, Dance,[16]
Forclaz - Trekking
Fouganza - Horse Riding
FLX - Cricket
Geologic - Target Sports (Archery,Darts & Pétanque)
Geonaute - Sports Electronics
Inesis - Golf
Kalenji - Running
Kipsta - Team Sports
Nabaiji - Swimming
Newfeel - Sport Walking
Orao - Eyewear and Optical Accessories
Outshock - Combat Sports
Oxelo - Rollersports, Skating and Scooters
Quechua - Hiking, Camping and Outdoor Gear
Simond - Mountaineering
Solognac - Hunting
Subea - Diving
Tarmak - Basketball
Tribord - Watersports
Wed'Ze - Skiing and Snowboarding
Brands providing technical support for the products of
its passion brands:
EQUAREA - Clothing designed for the active removal
of sweat
ESSENSOLE - Shoe soles and insoles
NOVADRY - Waterproof and breathable clothes
STRATERMIC - Warm and light clothes
STRENFIT - Light and Robust Synthetic fabrics
SUPPORTIV - Support and compression
Product

11. Price

12. Place
Decathlon has 4 superstores located in the most wealthiest
regions of the country – 2 in the capital, 1 in Varna, 1 in Plovdiv
and 1 in Stara Zagora.
The company has only superstores, which requires the stores to
be located outside of the city centers for several reasons.
The company collaborates with the local logistics companies,
Decathlon manages to promise 48hours delivery frame to its
customers with option to pay for the product to the courier
which makes the purchase easy even for elder people.

13. The objectives of Decathlon communication strategies
are:
To set themselves apart from the competition.
To guide the client in the process of establishment choice.
To reach these objectives the Company use two types of publicity:
On one hand Decathlon uses institutional publicity which is designed to improve
the company’s market position by increasing its projection and thus making
customers relate Decathlon to sport.
On the other hand there is product publicity which is used to present and promote their own-brands. To this end
decathlon presents some of its more innovative products highlighting their advantages and superior benefits and finally
reminding people that these products are only available in Decathlon stores.
To increase customer awareness of the brand.
Promotion

14. Promotion
The only extinguishing campaign that Decathlon have made in Bulgaria so
far is undoubtedly the “Box in the office” one.
The promotion itself was inspired by the infamous professional
heavyweight boxer Kubrat Pulev.
The campaign idea was to popularize Decathlon via boxing bag punch contest. Only companies could sign
for the contest. Decathlon created special website ( http://boxoffice.decathlon.bg/ ) on which live
punch count of each competitor company could be seen. If the competitor company makes 1500 punches
per day for 4 days, the competitor keeps the bag. Unfortunately, only companies based in the capital
were elected for the competition.
At the contest website were placed not only the scores, but boxing goods and company info.
The campaign was so popular, that even people from outside the capital knew about it.

15. BOX OFFICE VIDEO @ Youtube

17. USP strategy
Print media ( Billboards & newspaper ads )
Events
Campaingns
In global aspect TV advertisement with country specific commercials,
highlighting their own brand, not applicable for the Bulgarian market
MARKEtING STRATEGY

18. UNIQUE
SELLING
PROPOSITION

20. Website for every country the company operates in
Social media
Content market
Mobile app (global)

21. Popularization of the brand mythology on local level
Investment in Bulgarian commercials
Sponsorship of Bulgarian athletes
Can not access the global site. It redirects to the local automatically.
Bigger focus on the Viral marketing

22. Lyuben Yonchev.
Thank you!

23. Sources: