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

ENVIRONMENT ANALYSIS

BPO

boom

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