adidas mktg ppt

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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

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 staffReebok21.19

WEAKNESSES

Adidas

33.9

38.14 Nike Least preferred brand among the three and currently stagnating

Others 6.78

STRENGTHS Largest International portfolio of sport ambassadors Sponsors football teams with maximum fan following in India Highest brand image in India according to our surveyReebok28.24

WEAKNESSESAdidas25.29

Rigid pricing structureNike 22.94 Our survey shows Nike behind Reebok & Adidas in market share in India Others23.53

MOST IMPORTANT FACTOR BEFORE PURCHASE

50

50

45

40 24.14 13.79 3.45 5.17 3.45

35

30

25

20

15 5 0Price Durability Comfort Looks

10

Brand

Others

CUSTOMERS WILLINGNESS TO PAY

37.07

40 25.86 19.83

35

30

25

20 7.76 9.48

15

10 5 0500-999 1000-1999 2000-2999 3000-3999 4000 +

MARKET SHARE

28.24 25.29 22.94

30

25

20 13.53 7.65 2.35

15

10 5 0

Nike

adidas

Reebok

Power

Puma

Others

BRAND EQUITY

38.14 33.9

40

35 21.19

30

25

20 6.78

15

10 5 0Nike adidas Reebok

Others

ENVIRONMENT ANALYSIS

BPOboom

S.T.P

Experiencers Strivers Image Drivers

PSYCHOGRAPHIC

DEMOGRAPHIC Gym Regulars Athletes Drawing Room Sports Enthusiasts

Age Income Gender BEHAVIOURAL

S.T.P15000 +

incom e

age 15-35

gender

Males

RECOMMENDATIONS

launch adidas originals & style in India target the Achievers psychographic explore female market with Reebok compulsory standardized test for sales staff