A

A PROJECT REPORT ON

“BRAND MARKETING ON ADIDAS”

SUBMITTED BY

MR. NILESH G. JAGTAP

BBA 6TH SEMESTER

YEAR 2010-2011

UNDER THE GUIDANCE OF

PROF. DOLAN MUKHOPADHAYA

(INTERNAL GUIDE)

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF

GRADUATION IN MARKETING MANAGEMENT

(B.B.A)

S.C.M.I.R.T

KARVE NAGAR, KOTHRUD, PUNE

 Declaration

I, the undersigned NILESH JAGTAP, declare that the Project Report titled as,

“BRAND MARKETING ON ADIDAS”

submitted by me for partial fulfillment of Graduation in BBA with Marketing

specialization is the original record of the project work carried out by me, under

the able guidance of Mrs. Dolan Mukhopadhaya and the same has not formed the

basis for the award of any degree, diploma, association, fellowship, titles – in or

for any other Statutory University or Autonomous Institutions functioning in India

or abroad imparting higher education in Management.

Date: _________ NILESH JAGTAP

Place: Pune. BBA-6th SEMESTER

 Acknowledgement

At the start, I would like to express my sincere gratitude to Mrs. Dolan

Mukhopadhaya, my project guide from Suryadatta Institute of Management &

Information Research, Pune for successful completion of a project in partial

fulfilment of Graduation in BBA with Marketing specialization under her able

guidance to allow me to work on such an interesting subject. She provided me

proper and correct direction for completion of project work. Her continuous

guidance during the course of project helped me in channelizing my efforts, quite

appropriately.

I am also thankful to all the respondents and friends who have helped me to

conclude the contents of the project in decent and presentable manner.

Date: _________ NILESH JAGTAP

Place: Pune. BBA, 6th SEMESTER

 Contents
SERIAL Title of the Serial Page No.

No.

1 Introduction

2 Company Profile

3 Product Profile

4 Research Objectives, Research Methodology and

Research Limitations

5 Data Collection and Data Analysis

6 Findings, Conclusions and Suggestions

Annexure

Bibliography
Impossible is Nothing
 Introduction
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.

MISSION OF THE COMPANY

The adidas Group strives to be the global leader in the sporting goods
industry with sports brands built on a passion for sports and a sporting
lifestyle.

 We are consumer focused » and therefore we continuously

improve the quality, look, feel and image of our products and our
organizational structures to match and exceed consumer
expectations and to provide them with the highest value.
 We are innovation and design leaders » who seek to help athletes
of all skill levels achieve peak performance with every product we
bring to market.
 We are a global organization » that is socially and environmentally
responsible, creative and financially rewarding for our employees
and shareholders.
 We are committed » to continuously strengthening our brands
and products to improve our competitive position.
We are dedicated » to consistently delivering outstanding financial
results

COMPARISON OF ADIDAS WITH OTHER

BRANDS
 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

Nike
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
Most Preferred Brands in India
CUSTOMERS’ WILLINGNESS TO PAY
 ADIDAS - MARKETING
PLAN

MARKETING STRATEGY
People purchase products or
services for three basic reasons:
 To satisfy basic needs.
 To solve problems.
 To make themselves feel
good.
 MISSION OF THE MARKETING PLAN

To devise a marketing plan and formulate strategies which

would help in the achievement of the marketing objectives of the
company which are,
 Market penetration – gaining market share across all
markets in which we compete
 Market development – expanding into new markets and
addressing new consumer segments
 Awareness - increasing awareness and visibility across all
brands, providing clear and consistent messaging and
supporting product initiatives at the point-of-sale.

TARGET MARKETS
The target market of Adidas is the urban youth with the brand
proposition ‘competition to lifestyle’. The principle
consumption centres namely the metros are also a potential
target market!

MARKET NEEDS
 Comfort
 Durability
 Style
 Price
 Brand

MOST IMPORTANT FACTOR

BEFORE PURCHASE
 THE MOST IMPORTANT
FACTORS BEFORE PURCHASING
ANY BRAND ALL THE
CUSTOMERS LOOKS FOR ARE
THE DURABILITY, COMFORTS,
LOOKS, BRAND AND OTHER
FACTORS LIKE PRICE, STYLE
ETC

Product Mix
 BRAND EQUITY

COMPANY PRODUCTS
ADIDAS
RUNNING
Shoes, spikes, socks,
FOOTBALL
Studded boots, stockings, team-its, warm up suites
BASKETBALL
Shoes, jerseys n shorts, team kits
GOLF – TAYLORMADE
Hats, gloves, bags, vintage clubs (golf sticks), golf balls,
putters,
CASUAL
Footwear and clothing
Apparels and accessories

NIKE
FOOTBALL
Boots, jerseys, shorts, stockings, team kits, warm up suites,
BASKETBALL
Shoes, jerseys, shorts and team kits
GOLF
Shoes, golf balls, apparel
ATHLETICS
Shoes, spikes, compressor apparel, training kits
NIKE+
i-pods and watches
CASUAL
Footwear , apparels and accessories

PUMA
FOOTBALL
Boots
RUNNING
Shoes, studs, warm up suites and training kits
GOLF
Golf ball and apparels
MOTORSPORT
Apparels, equipments and footwear
SAILING
Chute, board shorts, cruising jackets and accessories
CRICKET
Bats, gloves, pads, footwear, training kits, apparels and equipments.

COMPETENCE
The firm has a stiff competition
in the Indian market. Currently,
Nike is the leading player in the
industry.

 Multi-Brand Approach
There is a natural limit a brand can achieve given the diverse tastes and
expectations of a highly fragmented consumer market. Thus, a multi-brand
approach will provide the firm with a major competitive advantage and significant
additional commercial opportunities compared to a single brand strategy. It can
leverage the power of its brands in a more precise and meaningful way, utilizing
the combined strengths of each to compete for a higher percentage of the market,
covering a greater number of consumer needs, price points and demographics.

 Broader distribution
Close cooperation with retailers can significantly improve the in-store experience
for the product. Establishing shop-in-shop formats (e.g. with JJB and Dick’s
Sporting Goods) or retail partnerships (e.g. with INTERSPORT) are examples where
the company is leading the industry. Such co operations can be particularly
effective in markets that have become dominated by price and lack of
differentiation.

 Cost leadership
The acquisition of Reebok has created significant opportunities to reduce and
optimize costs, through scale benefits, back office consolidation and combined
capital expenditure planning.

MARKET SEGMENTS

Geographic segmentation
Density: Urban and semi-urban cities

 Demographic segmentation
Age: 15 to 35
Income level: >Rs. 15,000
Social class: Upper middle, lower upper and
upper class
Gender: Male and female
  Psychographic segmentation
Experiencers
Achievers
Image drivers
Strivers

ADIDAS – Strategy in India

Adidas’ strategy in India has been consistent over the past

few years. The broad elements of the strategy are to target
the brand to urban youth with our brand proposition from
‘competition to lifestyle’ using the authentic sports
platform and build and reinforce credibility through
relevant brand ambassadors and grassroots sports
marketing programs. Further, it would target principal
consumption centers, namely metros and build significant
stand-alone exclusive store presence in significant
locations. The strategy would be to play to our strengths,
i.e. in apparel and mid to high priced footwear.
 Questionaire
Name:

Age:

Occupation:

1. Which brand you prefer?

a. Puma b. Reebok c. Nike d. Adidas

2. Do u prefer brand Adidas?

a. Yes b. No

3. Are you satisfied with the marketing campaigns of

Adidas?

a. Yes b. No

4. Which range do you prefer?

a. Economic range b. High range

5. Frequency of shopping from Adidas?

a. Ocationally b. Frequently