adidas mktg industry analysis (india)
Post on 13-Nov-2014
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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
6.78
38.14
33.9
21.19
Others
Nike
Adidas
Reebok
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
23.53
22.94
25.29
28.24
Others
Nike
Adidas
Reebok
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
3.45
13.79
50
24.14
5.173.45
0
5
10
15
20
25
30
35
40
45
50
Price Durability Comfort Looks Brand Others
MOST IMPORTANT FACTOR BEFORE PURCHASE
25.86
37.07
19.83
7.769.48
0
5
10
15
20
25
30
35
40
500-999 1000-1999 2000-2999 3000-3999 4000 +
CUSTOMERS’ WILLINGNESS TO PAY
22.9425.29
28.24
7.65
2.35
13.53
0
5
10
15
20
25
30
Nike adidas Reebok Power Puma Others
MARKET SHARE
38.14
33.9
21.19
6.78
0
5
10
15
20
25
30
35
40
Nike adidas Reebok Others
BRAND EQUITY
DEMOGRAPHIC
Age
Income
Gender
PSYCHOGRAPHIC
Experiencers
Strivers
Image Drivers
BEHAVIOURAL
Gym Regulars
Athletes
Drawing Room Sports Enthusiasts
S.T.P
15000 +
Males15-35
age
income
gender
S.T.P
RECOMMENDATIONS
• launch adidas originals & style in India
• target the Achievers psychographic
• explore female market with Reebok
• compulsory standardized test for sales staff
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