LIVE PROJECT REPORT

A Study of Promotional Activities of

‘Adidas’ Brand of Sports Shoes in

Pune, India

Submitted By:

Zainul Abedeen Lamak

MBA 1: Media and Communication

(Semester 1)

Submitted To:

Dr. Makrand Joshi

(Professor – Marketing Management)

Ajeenkya DY Patil University, Pune

LIVE PROJECT EVALUATION

Class of MBA-I (MAC) 2016-18

Name Of the Student: ______________________________________________________________

Live Project Report Evaluation Weightage – 10%

Sl. No

Component Max Marks Marks

Awarded

1 Understanding of the Objective of the Live Project 5

2 Identification of relevant Live Project concepts and context and their application.

15

3 Awareness developed about Marketing as a Function 5

4 Skill developed to handle Marketing Projects 15

5 Overall quality and effectiveness of the project report 10

Total (Report) 50

Live Project Presentation Weightage: 10%

Sl. No

Component Max Marks Marks

Awarded

1 Presentation Structure, Logical sequence and Time management

5

2 Quality of Power Point Slides and Elaboration of content 10

3 Language, Appropriate vocabulary, Grammar; body language and confidence

10

4 Elucidation of facts/ observations and their relation to the application of Marketing Concepts

15

5 Handling Question and Answers 10

Total (Presentation) 50

Name & Signature of the Domain Faculty Member Signature of Student

Date:

DECLARATION

I, Zainul Abedeen Lamak, hereby declare that the project report on „ A

study of promotional activities of sports shoes carried out by Adidas

in Pune‟ is a genuine research work undertaken by me.

All care has been taken to keep this report error free and I sincerely

regret for any unintended discrepancies that might have crept into th is

report. I shall be highly obliged if errors (if any) be brought to my

attention.

Signature

Name: Zainul Abedeen Lamak

Date: 11th

November 2016

Place: Pune, Maharastra

ACKNOWLEDGEMENT

A work is never a work of an individual. I owe a sense of gratitude to

the intelligence and co-operation of those people who have been so

easy to let me understand what I needed from time to time for

completion of this project.

I want to express my gratitude towards Dr. Makrand Joshi (Professor –

Marketing Management, Ajeenkya D Y Patil Universi ty) for guiding

me through the project.

Lastly, I would like to forward my gratitude to Mr. Dilshad Nawaz

(Owner- Adidas franchise, Nagpur) and Mr. Ashok Rane (Manager –

Adidas Outlet, JM road, Pune) for informational support.

TABLE OF CONTENT

Serial Content

Chapter 1. Introduction

A. Historical Background,

Introduction and Growth of

Industry B. Conceptual Framework C. Parameters of Study D. Significance of Study E. Reason For Selecting the Topic F. Limitation of the Study

Chapter 2 Company Profile

Chapter 3. Methodology

A. Objective of Study B. Research Methodology

Chapter 4. Facts and Observations

Chapter 5. Conclusions and

Suggestions

Bibliography

Annexures

Chapter 1. Introduction

This project is prepared to study the different types of promotional

activities performed by Adidas to promote their sport shoes in the city

and understand who their customers, their likes and preferences are, so

the promotions are effective.

1.1 Historical Background, Introduction and Growth o f

Industry

India‟s sportswear market has evo lved from a niche segment , which was

exclusively aimed at sportspersons, to a burgeoning consumer sector. The

industry has witnessed rapid growth over the past fe w years, dr iven by growth in

income levels, chang ing lifestyles and the entry o f foreign p layers after

liberalizat ion.

The ever- increasing popular it y o f cr icket , combined with the growing interest in

sports such as football, hockey and tennis, has contribu ted to the growth o f the

funct ional sportswear market in the country.

In addit ion to this, the t rend of using sportswear as casual wear has expanded

the definit ion o f target consumers for leading brands. Some brands also offer

co llect ions to cater to this demand for casual wear.

1.1.1 Market Overview

The sportswear retail market in India is est imated at INR365.8 billion and is

expected to grow at a robust 33% by 2018. The market includes sports apparel,

footwear and accessor ies, with footwear being the largest segment , account ing

for around 60% of the total market .

Indian Sports Industry is worth $1.18 Billion.

Sportswear Segment is dominated by Men‟s Category .

Sport Shoes amount to 60% of the total sport product market of Ind ia.

The Footwear market of I ndia is expected to r ise to $1.3 Bil l ion in 2017

from $0.85 Bi l lion in 2015.

70%

30%

Market Share

Men's Sportswear

Women'sSports wear

60% 25%

15%

Sales

Shoes

Apparels

Others

0.31 0.4 0.56

0.85

1.3

0

0.5

1

1.5

2009 2011 2013 2015 2017

Indian Footwear Market

Figure 1.1 Figure 1.2

Figure 1.3

1.1.2 Key Drivers

The Indian sportswear market is po ised for st rong growth over the next few

years. Several factors, including a booming middle -class populat ion, a paradigm

shift in consumers‟ at t itude to health and fit ness, an increas e in the number o f

sports events and the growth of organized retail are dr iving this market .

Recent changes in government regulat ions on FDI in retail, passed by the Unio n

Cabinet , are expected to give a further impetus to the organized sportswear

market . The Government has increased FDI in sing le -brand retail from 51% to

100% with condit ions largely around domest ic sourcing

1.1.3 Key Challenges

A. Counterfeiting

Counterfeit ing is one of the biggest challenges sportswear brands are facing in

India today. Unorganized players imitate product styles, brand logos and names,

which adverse ly impacts the brand equity and sales brands.

B. Low participation in sports

Although there is high viewership of sports (part icular ly cr icket) in India,

part icipat ion cont inues to be low, with only an est imated 1% of the populat ion

engaging in sport ing act ivit ies. Therefore, in line with this market realit y,

several sports brands have posit ioned themselves as lifestyle instead o f fit ness

brands.

Awareness of

Health and Fitness

Growing Middle

Class Population

Increase in Sporting

Events

Growth in

Organized Retail

C. Rising costs

In the Union Budget 2011, the Government revised opt ional excise duty for

readymade garments and made-up text iles, and levied a 10% mandatory excise

tax on all branded apparel manufacturers. As a result , branded garments,

inc luding sportswear apparel, are likely to witness a pr ice increase o f 5%–10%.

D. Unorganized market

P layers face major compet it ion from unorganized players that const itute around

~70% of the overall sportswear market , since the lat ter have a significant

advantage over their organized counterpar ts in pr ic ing

1.1.4 Emerging Trends

A. Online shopping

Increas ing penetrat ion o f the internet in India is fueling the growth of online

shopping. Brands such as Reebok (www.shop4reebok.com) and Lot to

(shop. in. lot tosport.com) have init iated their online shops in India. Companies

such as Puma and Nike have partnered with online retailers such as Myntra and

Amazon to expand their dist r ibut ion beyond convent ional mult i -brand out lets

and large retailers.

B. Sports merchandising

Sports merchandising is an emerging concept in India. Brands have successfully

tapped the market by associat ing themselves with popular sports such as cr icket ,

and using popular sportspersons as their brand ambassadors for clothes, shoes

and other products. Moreover, with the debut of new sports such a s Formula 1

(F1), brands such as Puma have begun stocking co llect ions inspired by F1

racing.

Nike, the o fficial apparel sponsor of the Indian Nat ional Cr icket Team since

2005, has extended it s contract with the Board of Control for Cr icket in India

(BCCI) for a per iod of five years.

C. Product innovation

The sportswear industry has been witnessing significant innovat ion in the

premium as well as the mass segment . Brands such as Reebok have introduced

new products such as “Easytone” and “Zigtech,” and Nike the “DriFIT” appare l

techno logy.

D. Lifestyle positioning

The sports lifestyle business has been growing at 30% –40% per annum. Players

are increasing ly posit ioning their sportswear brands as lifestyle products by

co llaborat ing with well-known designers such as Manish Malhotra, Shantanu,

Nikhil and Aki Narula. Other apparel retailers such as S Kumars Nat ionwide and

Reliance Retail have also forayed into the lifestyle sportswear market .

E. Targeting hot spots of consumption

Having covered large cit ies, sportswear brands are now trying to ramp up their

presence in t ier -II and t ier-III cit ies. Companies are using a reduced pr ic ing and

localizat ion st rategy to drive sales in these cit ies.

1.1.5 Future Outlook

Today, India has become a st rategic market and offers st rong growth

opportunit ies to sportswear brands. Several o f them are t rying to st rengthen

their presence in the country by expanding their retail footpr int and dr iving

their vo lume growth. Furthermore, the recent regulatory changes made in FDI in

single brands are expected to give a further impetus to sportswear brands.

1.2 Conceptual Framework

A. Promotional activities:

Promotion is the process of communication from the company to the customers.

B. Segmentation:

Segmentation is dividing the market by grouping customers with similar tastes and

preferences into one segment.

C. Product Life Cycle:

A new product progresses through a sequence of stages from introduction to growth,

maturity, and decline. This sequence is known as the product life cycle and is associated with

changes in the marketing situation, thus impacting the marketing strategy and the marketing

mix.

1.3 Parameters of Study

The research was conducted on the following parameters:

A. Study of the promotion tools :

a. Advert is ing

b. Celebr it y Endorsements (Promotion)

c. Public it y

d. Dig ital Market ing

e. Sales Promotion

f. Fairs and Exhibit ion

B. Targeted audience of the promot ional act ivit ies .

C. Product life cycle stage study o f different sport shoes .

1.4 Significance of Study

A. This study played significant role in my understanding o f the methods o f

promotions by a sport shoe manufactur ing company .

B. This study can prove important for Adidas to ident ify t heir customers in

the cit y o f Pune and note addit iona l promot ions required to place their

product better .

C. This study can help general consumers understand sport shoes posit ioning.

1.5 Reason for choosing the topic

The reason for me choosing this topic is the keen interest I have in the product

and the love for the brand

1.6 Limitations of the study

A. In some o f the showrooms it was not allowed to get the quest ionnaire

filled

B. Some respondents did not show interest in filling the form

C. Some people whom I faced hesitated to give their opinion freely

Chapter 2. Company Profile

2.1 Adidas – Impossible is nothing

Adidas is a German mult inat ional corporat ion that

designs and manufactures sports shoes, clothing and

accessor ies headquartered in Herzogenaurach, Bavar ia. It is the largest

sportswear manufacturer in Europe and the second biggest in the wor ld .

The brands o f the Adidas Group complement each other in a unique way to help

athletes perform bet ter, play bet ter, feel better. Their products break records, set

t rends and make history. Every day. All over the wor ld.

The consumer‟s brand love is based o n their employee‟s extraordinary passio n

for a sport ing lifestyle. With dedicat ion, commitment and team spir it , Adidas

cont inuously innovates to establish new benchmarks in everything they do.

Shaping the sport ing goods industry sustainably is more than a job. It ‟s an

impulse, an at t itude that is t ruly dear to the hearts and that dr ives the company .

“ We are laser-focused on our mission: we strive to be

the best sports company in the world, with brands built

on a passion for sports and a sporting lifestyle! “

HERBERT HAINER, CEO OF THE ADIDAS GROUP

2.2 Brand value and strategy of Adidas

Adidas employs more than 55,555 people in over 160 countries , and produce

more than778 million product units every year to generate sales o f € 16.92

billion.

The new Adidas logo, three st r ipes running across it s several products, was

introduced in 1991.

It is the ho lding company for the Adidas Group, which consists o f:

A. Reebok Sportswear :

In 2005 Adidas owned Reebok for $3.8 million do llars.

In 2007, Adidas reposit ioned Reebok to att ract the consumers o f athlet ics

apparel. Moreover, the company adopted several plans to expand its brand name

as Adidas has given a lot of emphasis on advert ising.

Adidas has int roduced several market campaigning ideas, for example, the „Run

Easy‟ campaign for Reebok.

B. Taylor Made-Adidas Golf:

TaylorMade-Adidas Go lf Company (TMaG or TMaGC) is a manufacturer

of go lf clubs, bags shoes and accessor ies based in Car lsbad, California, Unit ed

States. It is a subsidiar y o f t he German company Adidas Group. The company is

current ly the largest go lf equ ipment and Apparel Company in t he wor ld wit h

sales est imated EUR $1.3 billion in 2012.

Tailor-mades‟ init ial success came with the innovat ion o f metal dr ivers, which

debuted in 1979 and have subsequent ly dominated the go lf market . Taylor Made

cont inued to grow throughout the 1990s, largely due to the introduct ion o f the

successful Burner Bubble franchise. In September 2012, Outside Magazine

named TaylorMade one o f America 's "Best Places to Work", ranking sixth out o f

10 selected large companies and 32n d

overall.

C. CCM (Canada Cycle and Motors) :

CCM was founded in 1899 after the co llapse o f t he bicycle market . Established

"when the operat ions o f four majo r Canadian bicycle manufacturers

amalgamated: H. A. Lozier, Massey-Harr is, Goold, and Well and Vale

Manufactur ing." CCM produced bicyc les for many years in the area o f Weston,

Toronto , Ontario . They also br iefly produced the Russell automobile.

By 1905, with saturat ion in t he bicyc le market , CCM began producing hockey

skates using scrap steel that was leftover at the plant from the manufacture o f

bicycles and automobiles and subsequent ly began manufactur ing other hocke y

gear.

The or ig inal CCM went bankrupt in 1983. All o f the assets o f the Company were

purchased by Procycle Group Inc. of Quebec who retained the bicyc le divis io n

and so ld o ff t he hockey d ivision to Montreal businessman David Zunenshine

who owned GC Knit t ing, a manufacturer of hockey jerseys. The company

subsequent ly used the CCM brand when producing hockey equipment .

The company acquired Mont real-based Sports Ho ldings, Inc. in 1998, and

became the wor ld 's top producer of hockey merchandise .

In June 2004, The Hockey Company was bought by Reebok. All brands other

than the CCM brand were ret ired and Reebok introdu ced its own RBK

Hockey gear, later to be re-branded as Reebok Hockey. Reebok in turn was

acquired by Adidas in 2005.

In the fa ll o f 2013, The Hockey Company created a new goaltending equipment

line under the CCM brand name.

2.3 Adidas in India

Adidas first entered India in 1989 through a license agreement with Bata.

Adidas later re-entered India for the second t ime in 1996 by set t ing up a 100%

subsidiary o f Adidas AG called Adidas India Ltd. and announced a jo int venture

with Magnum Internat iona l Trading Company Ltd. On October 1st

1996, the new

jo int venture – Adidas India Ltd. - was incorporated with an init ial investment

of US$ 205 Million with Adidas India Ltd. ho lding 80% of the equit y and

Magnum ho lding the balance 20%.

This investment was raised to US$ 6.4 Billion with the equity st ructure

remaining the same. Current ly, t he tota l investment stands at US$11.4 Billion

with the equity st ructure changing to 91.4% by Adidas and 8.6% magnum.

A month after announcing the jo int venture, Adidas India Ltd. launched it s

range o f sports footwear, apparel and accessor ies in New Delhi on November 1,

1996.

Adidas products were also launched in Mumbai, Bangalore, Chennai, Hyderabad

and Calcut ta. Current ly, Adidas products are available in 30 cit ies in India

The range o f Adidas products available in India inc lude sports footwear

featur ing some o f the most popular innovat ions and techno logies developed by

Adidas such as „Feat you Wear‟, „Torsion System‟, „Clima Cool‟, „Clima Chill‟

and „Adi-Zero‟.

The sports footwear available in India is categor ized into Football, go lf,

adventure, basketball, cr icket , running, tennis, t raining and workout .

Chapter 3. Methodology

3.1 Objectives of Study

A. To understand who are Adidas‟s customers.

B. Study of promotional act ivit ies carried out by Adidas in Pune.

C. Presence of the Adidas brand in Pune.

D. To Study how Adidas presents their products to their customers.

E. To Study how customers perceive Adidas as a Sports Brand.

F. Brief Study of the verit ies of Adidas‟s Sports Shoes.

3.2 Research methodology

3.2.1 Data Collection and Processing:

A. Primary Data– Internet and qualitat ive approach to people through

survey (quest ionnaire).

B. Secondary Data– Managerial opinion from Adidas franchise owner

and Adidas outlet manager.

3.2.2 Observation

Chapter 4. Facts and Observations

4.1 Closer look at the types of sports shoes marketed by Adidas

in Pune

A. Football:

Type of football shoes - Messi collect ion, FXG, Ace, Predator, Nitro charge, Pro-

direct.

B. Basketball:

Type of basketball shoes - Lillard, Base cut, Out-rival, Sentry.

C. Tennis :

Type of tennis shoes - Tennis barricade, Adi-zero attack, All court, Base liner,

Ubersonic.

D. Running + Outdoor:

Type of running and outdoor shoes - Alpha bounce, Adi-ray, Solonyx, Pureboost,

Running Falcon, Magnus, Cosmic Low, Adi-pacer.

E. Cricket:

Type of cricket shoes 22 yards, Adipower Vector, Howzzat collect ion.

F. Golf

4.2 Study of Promotional Activities

4.2.1 Advertising:

Adidas performs extensive advert isement in t he c it y as it is st il l relat ively

young in t he market as compared to Europe, and faces fierce compet it ion from

it s r ivals Nike, Puma and other unorganized players.

Adidas advert isements o ften air on TV

The creat ive team of Adidas is known to pump adrenaline in their customers

through ads which are we ll made, very creat ive and filled with energy. These

ads at t ract the customers towards the brand by sending the r ight market ing

message to the customer. The tagline o f Adidas “Impossible is nothing” is in

it self a very powerful statement for the brand.

Adidas focuses more on ATL (Above the Line) advert ising as compared to BTL

(Below the Line) as they operate on a big scale

Adidas uses TTL (Through the Line advert ising) which combines ATL (Above

the Line advert ising) and BTL (Below the Line advert ising) as they operate on a

big scale.

4.2.1.1 ATL (Above the Line):

A. T.V advert isements

B. Newspaper advert isements

C. Online promotion

i. Adidas own website for India

ii. Advert isement on different sites + t ie ups, examples:

1. Amazon

2. Flipkart

3. Myntra

4. Jabong.

4.2.1.2 BTL (Below the Line):

A. Pamphlets (Dur ing a sale per iod)

B. Banners in the vicinity o f the out lets

4.2.2 Celebrity Endorsements (promotions) :

After televis ion, product placement is the second line o f promotion for Adidas.

The popular it y o f the brand is because it t ies up with the top players a cross the

world such as Lionel Messi, Ronaldinho, Sachin T endulkar, Virat Kohli, Steven

Adams, and var ious others. Adidas also sponsors teams a nd some o f the top

teams inc lude Real Madr id, France, Great Britain ( in football), England and

South Afr ica ( in cr icket) and several others.

4.2.3 Publicity:

Adidas have a t ie up with the City‟s football team – Pune Cit y FC and are the

so le kit manufacturer for them. This serves as a great source for publicit y every

t ime the team is in act ion and in the news

Apart from this, newspapers in Pune such as „Pune Mirror‟ and „Pune Times‟

write about the sports act ivit ies and events, in and outside the cit y on daily

bases. This highlights the brand of sport shoes used in such events and hence

provide t remendous publicit y to Adidas.

4.2.4 Digital Marketing :

Adidas have an elaborate online networking system that covers promotion and

product dist r ibut ion.

4.2.4.1 Online Promotion

A. Twit ter and Facebook–

1. Adidas t m

2. Adidas Football

3. Adidas Basketball

4. Adidas Running

5. Adidas Tennis

6. Adidas Cr icket

7. Adidas Go lf

4.2.4.2 Online market ing channels(t ie ups)

A. Amazon

B. Flipkart

C. Myntra

D. Jabong

E. Adidas online shop India

4.2.5 Sales Promotions

Adidas is an exclus ive brand and hence does exclusive branding, which means

an Adidas sport shoes is available in Adidas retail out let or sponsored market ing

channels only.

Adidas performs a lot of sales promotion in terms o f o ffer ing discounts . An

Adidas retail out let has a product on discount at all t imes , varying from 10% to

60% on sport shoes.

4.2.6 Fairs and Exhibitions

Adidas part icipates and sponsors many sports fairs in Europe and other western

countr ies which are yet to start in Pune, India.

4.2.7 Personal Selling

Neither Adidas nor any other brand part icipate in personal selling o f sport shoes

4.2.8 Direct marketing

Neither Adidas nor any other brand part icipate in personal selling o f sport shoes

4.3 Product Life Cycle Study

The promotion techniques largely depends on the product stage o f the product

life cyc le

The product stage in their life cyc le o f different sport shoes in India are as

fo llows:

Figure 4.1

Product stage of different sport shoes in their life cycle in Pune (India)

Analysis of figure 4.1

A. Tennis and Basketball sport shoes are in the introdu ct ion phase

B. Cricket shoes are in the growth stage

C. Football shoes are in the upper hemisphere of the growth stage and will

soon hit matur it y

D. Running (Outdoor) shoes are already in the matur it y stage

E. Golf Shoes have reached the decline stage and needs more at tent ion

before it totally drops from the market

SALE

S

TIME

Intr

od

uct

ion

Gro

wth

Ma

turi

ty

Dec

line

Football Basketball

Tennis

Running

Cricket Golf

Chapter 5. Conclusion and Suggestions

Following are the conclusions and suggestions based on my study of

quantitative and qualitative approach towards promotional activities for

sports shoes in Pune:

The sample size for qualitative study through questionnaire is 40

Audience:

1. 80% surveyors prefer wearing sports shoes and hence the market is huge

2. Amongst the people who prefer to buy sport shoes, 75% are men and only

25% women.

3. More promotion is recommended in the women segment of sport shoes.

27

9 Male

Female24 9

3 16-20

20-30

30-45

10

5

19

2

0

5

10

15

20

Student Working Sports Man House Person

Occupation

Gender Age

Figure 5.1 Figure 5.2

Figure 5.3

4. 67% of the buyers are youngsters and 33% young adults and adults.

5. New advert isement campaign should be launched that attracts young adults

and adults highlight ing the everyday (outdoor) use.

6. 45% surveyors buy sport shoes online whereas 55% buy it from the shop and

hence more online promotion is recommended

7. Online promotion through offering sales more often would be an effect ive

way as a Pune(Indian) customer is price sensit ive

7

29

0 5 10 15 20 25 30 35

no

yes

Do you wear sport shoes ?

20 16 RetailOutlet

Online

14

8 6

8 Amazon

Flipkart

Myntra

otthers

Where do you buy sport shoes from? Which Website?

Figure 5.4

Figure 5.5 Figure 5.6

8. According to the survey people come across more advert isements of Nike as

compared to Adidas. However, Adidas advert isement appeals more to the

public as compared to any other brand. Therefore only quant ity of

advert isement needs to be increased to gain more market share over the

compet itors.

Head Importance Total Points

Critical High Moderate Low None

Style 5 7 10 11 14 163

Durability 4 4 12 16 12 172

Price 11 13 8 6 3 100

Comfort 7 12 10 12 12 159

Quality 8 5 4 9 13 125

Table 5.1

9. Table 5.1 Analysis: As the quest ionnaire is on the scale of 1 to 5, with 1

being the most crit ical aspect, the attributes which have the least number are

the most important in the above table

9

7

12

3

5

15

4

11

0

6

0

2

4

6

8

10

12

14

16

Adidas Puma Nike Lotto Asics

Advertisment reach

Advertisment Appeal

Figure 5.7

10. With price being first, the next most important attribute of sport shoes from a

Pune customer‟s purchase point of view are:

1) Price

2) Quality

3) Comfort

4) Style

5) Durability

Hence an advert isement should be made keeping in mind the priority of the

above attributes.

11. As Adidas gives key importance to their product placement, organizing city

level sport events like- Futsal tournament, open basketball tournaments etc.,

would give a major boost to the brand visibility and also involve act ive

participat ion of athletes from around the city and help associate the brand

with the sport.

12. Product life cycle breakdown:

A. Tennis and Basketball sport shoes are st ill in the introductions stage

and require more promotion than any other sport shoes.

B. Football and cricket shoes are in the growth phase and require

relat ively less promotions. However, drast ic change in promotions is

not advisable as these are highly sold shoes in the sport section.

C. Running shoes are in the maturity phase and are predicted to stay

there as it is most commonly used as outdoor wear too.

D. Golf shoes are quite expensive as they are for the niche segment and

hence do not sell as good as the other sport shoes in the market.

However, if priced different ly and presented in the market, the design

is set to attract customers for daily wear.

13. Though Adidas applies TTL (Through the line advert ising), the focus is more

on ATL (Above the Line advert ising). Hence BTL (below the Line

advert ising) will give a fresh aspect to the customers.

14. More commercials with Pune City FC players are recommended, so the

cit izens can relate better with the brand.

15. More involvement of the owner of Pune city FC, Hrit ik Roshan will give a

serious boost from the celebrity endorsement angle.

BIBILOGRAPHY

Information from the following are considered:

Books:

A. The ultimate guide to sports marketing 2nd

edition-by Graham

Stedman, Lisa Neirotti and Joe Goldblatt.

B. Marketing Management 14e Pearson

Online:

A. Wikipedia.org

1. https://en.wikipedia.org/wiki/Adidas

2. https://en.wikipedia.org/wiki/Reebok

3. https://en.wikipedia.org/wiki/CCM_(ice_hockey)

4. https://en.wikipedia.org/wiki/TaylorMade-Adidas

5. https://en.wikipedia.org/wiki/Footwear

B. Investopedia.com

1. http://www.investopedia.com/art icles/markets/012616/adidas -vs-nike

C. Marketing91.com

1. http://www.market ing91.com/market ing-strategy-of-adidas/

D. Slideshare.net

1. http://www.slideshare.net/search/slideshow?searchfromheader&q=adidas

E. Google – General search for pictures and information

F. You Tube

1. https://www.youtube.com/results?search_query=adidas

ANNEXURES – (Questionnaire)

Name: Gender: Occupation:

Age:

1. Do you prefer wearing sport shoes?

i. Yes ii. No

2. Where do you purchase sport shoes from?

i. Retail Outlet ii. Online

(If online then please mention the site)

3. Which brand advertisement do you often come across?

i. Adidas ii. Nike iii. Puma iv. Asics v. Lotto

4. Which sport shoe brand advertisement appeals to you the most?

i. Adidas ii. Nike iii. Puma iv. Asics v. Lotto

5. Your importance for the following attributes, while purchasing the product.

(1.Critically important, 2.Highly important, 3. Moderate importance, 4. Low importance, 5. Not

important)

i. Style – 1. 2. 3. 4. 5.

ii. Durability – 1. 2. 3. 4. 5.

iii. Price – 1. 2. 3. 4. 5.

iv. Comfort – 1. 2. 3. 4. 5.

v. Quality – 1. 2. 3. 4. 5.