Professional Documents
Culture Documents
SUBMITTED TO:
SUBMITTED BY:
CHIRAG SINGHAL
(PROJECT GUIDE)
BBA VI SEM.
ROLL NO. 9054509
CHIRAG SINGHAL
BBA VI SEM.
Roll No: 9054509
ACKNOWLEDGEMENT
First and foremost I would want to thank my Institute I.M.R, GHAZIABAD for
giving each and every student a platform of such nature where even before the
completion of twos course, interaction with the industry and exposure to the same is
made possible.
I express my immense pleasure and solemn gratitude to Dr. Garima Chaudhary for
giving me this opportunity to study an entire sector very closely.
Last but not the least I am grateful to all those persons who were involved with me in
the project for their co-operation and support.
CHIRAG SINGHAL
BBA VI SEM.
Roll No. 9054509
CONTENTS
1. Introduction
2. Objectives of the Study
3. Company Profile
4. Marketing Mix
5. Marketing Strategy
6. Research Methodology
(a) Definition of Research
(b) Research Objective
(c) Advantage of Survey
(d) Survey Design
Executive Summary
The entire population of the world wears shoes. Once the concept of wearing a
pair of shoes was to protect the feet, but as time passed, it became style. A lifestyle is
the persons pattern of living in the world as expressed in activities, interests and
opinions. Lifestyle portrays the whole person, interaction with his or her
environment. Marketers have been searching for relationships between their products
and lifestyle groups.
In an era of style, Adidas has created has created a niche for itself among the
young and old generation. It is a multinational company that has become a part of
peoples lifestyle around the world. In the case of the Indian population, it has much
interaction among the young generation.
Adidas, the leader of shoes category in the world is a well-known name in
every household. It is one of the first companies in the world to make shoes for
special purposes for example specially designed shoes for football, running,
basketball, cricket and tennis etc.
The Adidas in India and abroad are franchisees and Adidas itself has a major
role in their successful running. Apart from these showrooms, it also supplies to
retailers who sell various other brands but it mainly concentrates in franchisee
showrooms.
INTRODUCTI
ON
INTRODUCTION
Our project topic is "Adidas" which is a shoe company and we are analyzing its
Marketing Strategy. We have chosen this particular topic mainly for two reasons.
Since our childhood days we had great interest in the shoes and we like to buy new
shoes as and when it comes in the market. The Shoe Company that we most admire is
Adidas. Hence we have decided to do my project report on this company.
Brief History:
In the small German village of Herzogenaurach the world began its love affair with
Adidas (Rynos Company History). In 1920, Adolf Adi Dassler brought to life
those three little stripes. With his brother, Rudolph, Dassler manufactured his first
sports shoe, made for training, after realizing the need for performance athletic shoes.
In1948, the Dassler brothers separated to form their own two separate companies.
Dassler formed Adidas and his brother formed Puma, both headquarters in
Herzogenaurach.
The Adidas mission has changed little since founder Adi Dassler began making sports
shoes in the 1920s: to be the best sports brand in the world. The history of Adidas is
one of consistently meeting the evolving needs of the athlete. Focusing more on
function and less on fashion, Adidas strives to provide athletes with shoes that can
make a noticeable difference in their performance. Meeting athlete needs is what
makes Adidas the best. Adidas America has continued to build on this history.
In February of 1993, Adidas acquired Sports Inc., a US-based sports marketing
company founded by former Nike executives Rob Strasser and Peter Moore. Sports
Inc. had been working in conjunction with Adidas USA on the design, development,
and marketing of the Adidas Equipment line. This line helped rejuvenate and
reposition the Adidas brand in the United States by creating an exclusive line focused
on fulfilling the functional needs of the athlete and by utilizing the best materials and
athlete input in the tradition of Adi Dassler. It offered moisture management, thermal
insulation, weather protection, ease of movement, and safety, helping the athlete to
perform more efficiently. After the successful creation and launch of Adidas America
General Information
For over 80 years Adidas has been part of the India of sports on every level,
delivering state-of-the-art sports footwear, apparel and accessories. Today, with total
net sales of 6.1 billion and net income of 208 million, Adidas - Salomon is a global
leader in the sporting goods industry and offers the broadest portfolio of products.
Adidas-Salomon products are available in virtually every country of the world. Their
strategy is simple: continuously strengthen our brands and products to improve our
competitive position and financial performance.
The company's share of the world market for sporting goods is estimated at around 15
percent.
Activities of the company and its approximately 100 subsidiaries are directed from
Adidas-Salomon AG's headquarters in Herzogenaurach, Germany. Also located in
Herzogenaurach are the strategic business units for Running, Soccer and Tennis as
well as the Research and Development Center. Additional key corporate units are
based in Portland, Oregon in the USA, the domicile of Adidas America Inc. and home
to the strategic business units Basketball, Adventure and Alternative Sports. The
strategic business unit Golf is based in California. The business unit Winter Sports is
in Annecy, France. The company also operates design studios and development
departments at other locations around the world, corresponding to the related business
activity. Adidas-Salomon AG has approximately 13,400 employees worldwide.
Future Plans
Turnover is expected to rise to 550 million rupees for Adidas India in 2009 cash break
even is fore cast during calendar year 2009 and an operating break even during 2010.
The other Adidas owned brands, Salomon & Taylor made are expected to hit Indian
Adidas stores during 2009 and 2010.
OBJECTIVE OF
THE
STUDY
2.
3.
4.
5.
6.
7.
8.
9.
COMPANY PROFILE
1992
Bernard Toupee purchases 80% of Adidas stock.
1994
A group of investors led by Robert Louis-Dreyfus, former head of the British
advertising group Saatchi & Saatchi P.L.C., acquires control of Adidas. Adidas
America is formed in February; Rob Strasser is appointed CEO and Peter Moore
becomes Worldwide Creative Director.
1996
Rob Strasser dies on October 30. Peter Moore is named CEO of Adidas America n
November 9, while maintaining his role as Worldwide Creative Director.
1998
Adidas moves from eighth to third position in Indian Footwear Industry Rankings.
Indian Footwear and apparel sales increase by an estimated 75%.
2000
Adidas goes public on the stock exchange in Frankfurt.
2002
Performance Logo becomes the worldwide Adidas logo.
2004
The acquisition of Salomon broadens the Adidas product range to include Taylor
Made for golf products and Mavic for cycle components.
2006
Adidas achieves record sales and passes the 1 billion dollar mark in gross sales in the
India.
2008
Adidas proudly celebrates the 100th birthday of our founder, Adi Dassler
2010.
Sale of Salomon
The Salomon Group (including Salomon, Mavic, Bonfire, Clich and Arc Terex) is
being sold to Amor Sports in October 2010. The new Adidas Group is focusing even
more on its core strength in the athletic footwear and apparel market as well as the
growing golf category. The legal name of the company will change to Adidas AG in
May/June 2010.
2012
Adidas-Salomon AG acquires Reebok
The closing of the Reebok transaction on January 31, 2012 marks a new chapter in the
history of the Adidas Group. By combining two of the most respected and well-known
brands in the worldwide sporting goods industry, the new Group will benefit from a
more competitive worldwide platform, well-defined and complementary brand
identities, a wider range of products, and a stronger presence across teams, athletes,
events and leagues.
THE TECHNOLOGY TIME LINE OF THE COMPANY
1912
Leather soccer shoes with nailed studs and track shoes with hand forged spikes are
produced for the first time in the Dassler factory.
1914
Dassler purchases his production building in Herzogenaurach. 100 pairs of shoes are
produced daily.
Late 1916s
Dassler begins producing soccer balls.
1918
Dassler fills his substantial order of 10,000 pairs of shoes.
1920
Dassler introduces soccer shoes with nail-stripe trim.
1922
The first tennis-specific shoe earns one of the more than 700 patents awarded to Adi
Dassler.
1924
400 pairs of shoes are being produced daily.
1926
Dassler now produces shoes for eleven sports. 800 pairs of shoes are produced daily.
1928
Dassler produces sports shoes made of sailcloth from military tents and rubber from
leftover American fuel tanks after World War II.
1930s
Dassler introduces arch support lacing and an early type of speed lacing.
1932
Adidas develops the first indoor track shoe.
1934
Adidas produces the first soccer shoes with molded rubber studs.
1936
Adidas produces the first Samba soccer shoe, made for better traction on ice, snow
and hard frozen ground.
1938
Adidas produces the first track shoes with changeable spikes.
1940
Adidas produces the first sports bag.
1942
Adidas begins producing soccer boots with screw-in studs, helping Germany
win the World Soccer Championships in Switzerland. The screw-in studs
1964
Adidas introduces the Adilette health sandal.
1966
Adidas introduces rain soles.
1968
Adidas introduces the plastic Philly lacing system.
1970
Adidas introduces Adi-court sole for indoor tennis surfaces.
1972
Adidas begins tennis racket production.
1974
Adidas introduces its first leisure shoe.
1976
Adidas introduces the Adi-star 2000, the first track shoe for synthetic
track surfaces.
1978
Adidas introduces the first cross-country ski binding.
1980
Adidas introduces TRX jogging shoes.
1982
For the first time soccer shoe is developed with a dual-density sole material.
The Cope Mundial, the worlds largest selling soccer shoe ever, is
launched.
1984
Adidas introduces shock-absorbing elements for sports shoes.
1986
Adidas introduces outsoles with beveled studs.
1988
Adidas develops soccer shoe sole materials in three different degrees of
hardness.
1990
Adidas introduces the APS, the first running shoe with an adjustable shock
absorption system.
1992
Adidas introduces the first soccer shoe with bayonet fastening and ceramic screw-in
studs.
1994
Adidas introduces the Torsion system, which allows for multi-directional flexibility. It
was designed to give the mid-foot support during twisting and flexing motions,
and proves to be revolutionary in the sports shoe market.
1996
Launch of the Equipment line: a new, performance-oriented and functional,
shoe and textile line.
1998
Adidas lunches Tubular Technology, the first shoe with total customization
possibilities.
2000
Predator technology for soccer footwear results in more powerful, accurate
shots.
2002
Traxion Technology combines the grip of screw-ins with the comfort of
molded cleats.
2004
Adidas introduces Point of Deflection System technology for running
shoes. This outsole technology provides improved shock absorption and
stability by deflecting and dispersing pressure at the point of impact.
2006
Adidas introduces Feet You Wear, a concept which provides extra stability
by copying the design of the human foot.
2008
Adidas introduces Teflon-coated fabric for swimwear to reduce drag.
2010
A.D.S (Adidas Drainage System): Used primarily in Adventure products, the A.D.S.
is a patented system integrated into the midsole of a shoe. Its perforated internal
midsole allows for maximum water drainage in wet environments
2012
Introduced Clime Proof: Light, breathable fabrics that block wind, rain and snow
while allowing heat and sweat to escape through evaporation, keeping you dry and
comfortable in even the harshest conditions
FOOTWEAR TECHNOLOGIES
ADIPRENE
Shock absorbing material under the heel.
Provides heel cushioning and stability.
Provides extra absorption of harmful impact forces.
Adds stability a ground contact.
Elastic material under the forefoot.
Allows a more efficient push-off.
Retains natural forces at toe-off for added forefoot efficiency.
Maximizes energy use.
TORSION
Helps control of the natural independent rotation of the heel and forefoot.
Creates stability and control.
Helps the forefoot adapt to surfaces easily.
Maintains mid-foot support.
TRAXION
Lugs in shoe bottom provide optimal ground penetration and maximum grip.
Lug placement optimizes comfort while increasing surface contact.
Adds stability at ground contact.
Meets the specific needs of different sports and surfaces.
PRO-MODATOR
Usage of TPU as lightweight mid-sole support system reduces weight of shoe
giving greater mobility.
Improved durability of mid-sole adds to life of shoes providing consistent and
stable run.
Direct moldings on mid-sole free your foot from thick inserts giving improved
toe-all.
GEOFIT FRAME
An Internal footwear technology that enhances fit and comfort by placing padding
in anatomically correct areas.
Every piece of anatomically moulded padding follows the form of the foot, evenly
distributing pressure for the ultimate fit.
Improved padding means improved comfort. Improved comfort equals enhances
sense of stability, further providing more protection.
It eliminates the internal heel counter by extending the TORSION bar to act as an
external heel counter, thus reducing weight.
QUICKSRTIKE
Light outsole improves flexibility.
Abrasion resistant lugs absorb impact.
Precise location of outsole lugs-gives consistent performance.
Improves cushioning and durability
ADIWEAR
A non-marking rubber outsole compound that offers better abrasion resistance
than any other outsole material.
ADITUFF
An abrasion resistant material used in the toe and / or lateral forefoot of the shoes
upper. It protects the upper from excessive wear.
If there are changes taking place and how this might affect what you sell
MARKETING MIX
PRODUCT :
Whatever your athletic preference, you can now purchase an extensive range of
Adidas footwear and apparel online. From running shoes to baseball cleats, eye wear
to lanyards, collegiate licensed jackets to good old fashioned cotton T-shirts, all things
sport are available at the Adidas store.
2.
Based upon this concept from the marketing department, the design
teams sketch possible prototypes.
3.
4.
5.
6.
7.
8.
Samples
are
distributed
to
Adidas
sales
representatives
for
presentation to retailers.
9.
A. As A BRAND
At Adidas you have got to be sporty. At Adidas the brand awarding is been
taken rather seriously at its headquarters. Adidas wants to bring inline skates
into India.
What that kind of stuff got to do with Indian market? Yes, it wont really be
a hot seller, but it will contribute a lot to Adidas brand image. Thats the
Adidas way of doing it image is a critical part of branding strategy the
world over.
Nike with almost the same positioning. Its working with promising athletes
to give them a taste of its products. Adidas nowadays is capturing an attitude
that is sports related.
Adidas in fact did go through a limited fashion phase. Adidas says that you
are tempted to make quick buck but we would like to stick to the sports
brand image because that make us fashionable.
people wear today. The three stripes, for instance is unique property which
can be reinvented in various forms as trends changes.
C. For Adidas the product plays an eminent role in the enhancement of
their corporate as well as sports image:
ADIDAS SAYS
Nothing compromised. The most innovative Adidas products created specifically to
help make you a better athlete. For Adidas, product is not just a assortment of few
items. But it involvesdeveloping of the right product which can then be put to
right place & sold with the right promotion & price.
B: Physical distribution
As per Adidas nearly half of the costs of marketing are spend upon the
physical distribution.
To take care of this problem Adidas has appointed marketing managers who
decides how the transporting and storing functions should be divided
within a channel.
Note: Physical distribution can be varied endlessly in a marketing mix and in a
channel system.
TRUCKS
In Adidas, except the export products, trucks are considered to be the best medium for
transport. The flexibility of trucks makes them really good for moving small loads for
short distances. They can travel on almost any road. According to Adidas they can
give extremely fast service. Also trucks causes less breakage in handling.
PROMOTION:
Adidas is one of the Indias biggest companies of sports that spend nearly $10 million
on its sales promotion and advertising in Indian Market.
Adidas believe that it just cannot be taken lightly. It is a very important aspect of
products life cycle. It is the process which is responsible for the growth or decline in
the sale of the product.
Adidas thinks that promotion is communicating information about the product
between the seller and the buyer to change attitudes and behavior.
To handle the companys promotional activities Adidas has employed marketing
managers, wherever the Adidas is located. These marketing managers look after
process of the promotion of the products of their company.
As per Adidas the marketing managers promotion job is to tell the target customers
that the right product is available at the right place and at the right time and especially
at the right price.
Adidas thinks that only taking the product to the customers is not a task of
the company. But company takes a very important look about how the
Sales Promotion
Adidas is the most popular amongst its rival for its excellent sales
promotional activities.
As per Adidas they say that they themselves are responsible for the
encouragement of the customer to by their products. Adidas believes sales
promotion tries to compliment the companys selling efforts.
STEPS THAT ADIDAS TAKE TO PROMOTE SALES
In the last years the Adidas has almost given sale to its products 6 to 7 times
i.e. almost twice in a year Adidas goes for discount on sales. They arrange
contest.
In order to motivate the employees of the company Adidas also prepares
training material for the companys own sales force. They even design the
sales materials for the companys own sales force to use during the sales
calls.
As per Adidas, people see same message in different ways. They may
interpret the same words differently. So Adidas always tries to deliver the
message which everyone can easily understand.
ADVERTISING
As per Adidas advertising can get results in a promotion blend. Good results
are obtained at a cost of course. The amount spent in the Unites States for
advertising is growing. Continuously, from World War II to 1980 it went
from $1 billion to $50 billion.
Adidas also spends nearly $2.9 million on its advertising throughout the
world. Adidas in India is spending almost $17 million on advertising.
The heavy weight players like Sachin Tendulkar, Leander Paces and Mahesh
Bhupathi are already attached with their ad-campaigns.
PRICING:
Adidas is clear; it wants to become the no. one sports brand in India, a
choice brand for all brands. So far so good, but how will it tackle a price
conscious market like India?
Adidas feels that being a high energy business Adidas introduces 600-700
articles every six months enables the brand to remain fresh and bring on an
international and Indians the brand from the price stand point.
Price, thats the most critical factor in the Indian context. Adidas believes it
has to deliver a functional at an affordable price. Its a tough job to
maintain the integrity of the performance and still come out with a product a
right price point. Globally shoes start at $50. But in India as the perceived
need is lower, you have to make the product more affordable.
To tackle this, Adidas came out with speed 2000, a product priced at Rs.995
with the help of local and Hong Kong source people. Adidas however feels
that it just the matter of time before India coverages the world on this front.
It is very difficult to operate on a lower price point and maintain integrity of
product, but its been barely 3 years since the sports market has taken off.
The original sector is just 20% of the total market and 80% of the volumes
comes from sporty shoes. But our market is producing products at a price
that is relevant to the consumers.
Adidas feels that as the volume go up; Adidas will try and work out price
points as people graduate with better understanding of quality and price
perception. Volumes are bound to go up. Adidas started at the time when
India had no strength out in the sports products market in 1989 90. Its
then licensing partner Bata, and it had limitations of what it could have put
behind the brand. So company took the next best step when the licensing
agreement ended to take a bigger share in business.
To conclude we can say that Adidas is putting all efforts to bring down the
price consciousness in the Indian market. Company is trying to make
products, which are easy to afford and still maintain the integrity of their
performance.
Growth has been phenomenal for Adidas even given the base is small. In
1998 Adidas grew by 25%, 2011 by over 50% and this year Adidas is
expecting more than 50% in terms of value in both shoes and apparel, while
the industry growth as a best case estimate has been 20-25%.
MARKETING
STRATEGY
MARKETING STRATEGY
Adidas, the brand with three stripes, seems to use the elements of hightension in its ads. Remember the Sachin Tendulkar commercial? How
everything is near-frozen, and the shattering glass signifies release of
tension. Adidas gives you a chance to but the boundaries in every sphere.
Only now, the setting is not the playground or the track or the court, it is the
urban landscape with its omnipresent traffic jams, crowded streets and so
forth. This way, Adidas becomes a part of life. You dont have to be the
high-voltage performer to be a part of the Adidas family. And it goes beyond
that Adidas becomes something that makes you better. Not just as an
athlete, but as a sports person, a better human being.
One of the Advertisements: The spot featuring Bolden shows him chasing a
thief (whod stolen a TV set when its owner was in the bath) through the
dark streets to help a man (the owner, in a towel) in distress. And he uses all
the power that he can, to do what he has to do and what he needs to do. And
Adidas helps him perform better, than he would otherwise have been able to.
This is perhaps shown in an oblique way when the spot ends at the feet of
Bolden and the bather.
One is wearing a pair of Adidas shoes while the other is barefoot. Adidas
makes you better, goes the base. In short, the other man could have done as
well as Bolden. The bather reads any man. Any man who wears Adidas and
Adidas goes beyond athletic performance it becomes everyday lifeline
stark reality though humorously and light, it has a deep meaning.
MARKETING: ADIDAS
In 1997, Adidas became Adidas-Salomon with its US $1.4 billion purchase of
Salomon, a French manufacturer of skis and other sporting goods. The deal put
Adidas one step closer to competitor and world market leader Nike, and one step
ahead of Reebok.
Salomon, aside from its winter sport equipment, also owns golf club brand Taylor
Made and cycle brand Manic. The merger makes Adidas/Salomon the second largest
sport marketer in the world, and number one in Europe. Salomon is currently very
strong in North America and Japan, and Adidas has the largest market share in
Europe.
Adidas is, like Nike, very active insuring sponsorships advertising deals with
celebrities. Some of the most famous are Martina Hingis (tennis), Kobe Bryant
(basketball), Peyton Manning, Paul Palmer (swimmer), Jan Ulrich (racing cyclist)
And the New York Yankees David Beckham, Patrick Kluivert and Zidane all wear
Adidas boots, the Predator Accelerator.
LEVERAGING ON SACHIN: ONE MAJOR PART OF MARKETING
STRATEGY IN INDIA
Continuing its association with trump card Sachin, the local four-ad print campaign
tries to connect Adidas product attributes with Sachin magic. Instead of presenting
just one dimension:
The first ad connects Sachin choice of a heavy bat with Adidas Falcon Dorf light
weight shoes Says the headline: Sachin likes his bat heavy, not his shoe.
The second new shoe range to be introduced for the first time in India. Sub-branded
Aksu and priced at Rs 2,299, these are athletic sandals primarily meant for waterbased adventure sports. Finally, The next ad will convey that Adidas covers various
price points by promoting its existing Portland range priced at Rs 1,499 and 1,799 (the
leather version).
But the golden question is that will the campaign make Adidas run?
The company expects the campaign to strengthen the image of the brand since
research had indicated that neither of the three multinational sports shoe brands
present in India had a clear image: most were perceived as diffused brands and
personality-led. Says Kennan: Sachin has and will play a major role in pushing the
brand. He is important, as there are certain values a consumer needs to know about
Adidas. But after certain duration, we have to present a global perspective too and
hence the Forever Sport campaign.
Interestingly, Adidas claims that it did not want to be caught up in the clutter of the
World Cup promotions-and deliberately chose not to associate with the World Cup.
Instead, according to Kennan, the campaign has been broken now to coincide with the
peak season (April-June). The World Cup is incidental. Its too large an event to
make significance for us, says Kennan.
However, the company is maintaining a steady and dominant presence in the media
during the Cup: strewn over select channels like Star, Discovery, and ESPN are the
Sachin ads promoting Adidas. Star News is delivering good value while through
Discovery, we can catch the elite customer, Kennan says.
Although Kanan admits that the sports shoe and apparel market is at a nascent stage,
he claims that Adidas has grown by over 250 per cent from last year. As a company
that takes pride in not joining the price brawl, Adidas does not intend to bring down
the prices of its products. Says Kennan: We dont look at driving down the
market by lowering the price. We are willing to wait for the market to evolve.
For Adidas, the real breakthrough, says Kennan, has come through a combination of
strategies: signing on Sachin, Leander and Bhupathi, expanding its reach (it opened
45 stores last year); a revamped range which covers a band of price points; and
support to the brand. "e built-in value pricing in our products, and supported them
through sports icons who are looked up to. We have realized that to have just one
good guy endorsing your brand is more important than having several unknown
faces, says Kennan.
The company is enlarging the scope of its business by concentrating on apparel.
Apparel is driving the business. Most consumers start experimenting with the brand
through apparel, admits Kennan. Essentially perceived as a male brand, Adidas
however defends its range by pointing out that currently it has 50 items out of a total
of 250, for women.
Further, Adidas is planning to add 30 new stores this year. Were looking at
driving the market through exclusive stores. Says Kennan The logic is clear: use
Forever Sport to ensure sales forever.
Never achieved profitability and collapsed under the weight of its own unrealized
ambitions.
Adidass objective with the new line of footwear is to generate sales leads through its
Web site, either through direct purchase or a retailer finder. Villota says that every
style of footwear has a story, particularly those endorsed by star athletes, and its these
stories that sell the shoes to buyers.
While Villota wouldnt disclose how much of Bryants Adidas footwear is sold online,
he did say one of three visitors to the Bryant portion of the Adidas site demonstrated
purchase intent by clicking through to the store or to the retail finder.
The Adidas - Salomon Executive Board will propose paying a dividend of CC 0.92
per share to the Annual General Meeting of Shareholders on May 10, the same
amount as in the previous year.
The Trefoil was adopted as the corporate logo in 1972. It represents the heritage and
history of the brand. In 1996, it was decided that the Trefoil would only be used on
heritage products. Examples of product featuring the Trefoil logo include the Stan
Smith, Road Laver, A-15 warm-up, and Classic T-shirt.
Equipment
The Adidas Equipment line was launched in 1991. This line of footwear and apparel
represents the most unique and functional of Adidas products. Equipment is the
ultimate expression of what is uniquely possible by design when form follows
function.
In January 1996, the Three-Stripe brand mark became the worldwide Adidas
corporate logo. This logo represents performance and the future of the Adidas brand.
This logo is used in all advertising, printed collateral and corporate signage.
Since 1949, the Three-Stripes have been an integral part of our brand and product
designs. This trademark has become synonymous with Adidas and its dedication to
producing high-quality athletic products to help athletes perform better.
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
DEFINITION OF RESEARCH
1. A systematic search for knowledge
2. Movement from known to unknown.
3. Research in common refers to search for knowledge. One can also define
research as a Scientific and systematic research for pertinent information on
specific topics.
It is a way to systematically solve the research problem. In it we study various steps
that are generally adopted by a researcher in studying his research problem along with
the logic behind them. It is important for the researcher not only to understand the
research methods and techniques but also the methodology.
RESEARCH OBJECTIVE
The purpose of research is to discover answers to question through the application of
scientific procedure. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though each research study has its own
specific purpose, we may think of research objectives as falling into a number of
following broad groupings:
1.
2.
3.
4.
(ii)
Survey type research studies usually have larger samples because the
percentage of responses generally happens to be low, as low as 20 to 30 %,
especially in mailed questionnaire studies. Thus, the survey method
gathers data from a relatively large number of cases at a particular time it
is essentially cross- sectional.
(iii)
(iv)
(v)
(vi)
Survey may either be census or sample survey. They may also be classified
as social survey, economic survey or public surveys. The method of data
collection happens to be either observation, or interview or questionnaire
or some projective technique.
(vii)
Possible relationships between the data and the unknown in the universe
can be studied through survey.
SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting items
for the sample. Sample design is determined before the data are collected.
Sampling Unit: - A decision has to be taken concerning a sampling unit before
selecting sample. Sampling unit may be a geographical one such as state, district,
village, etc., or a construction unit such as house, flat, etc., or it may be a social unit
such as family, club, school, etc., or it may be an individual. The researcher will have
to decide one or more of such units that he has to select for his study.
Size of Sample: - This refers to the number of items to be selected from the universe
to constitute a sample a major problem before a researcher; the size of sample should
neither be excessively large, nor too small. It should be optimum. An optimum sample
is one which fulfills the requirement of efficiency, representativeness, reliability and
flexibility, while deciding the size of sample; researcher must determine the desired
precision as also an acceptable confidence level for the estimate. The size of
population variance needs to be considered as in case of larger variance usually a
bigger sample is needed.
The parameter of interest in a research study must be kept in view, while deciding the
size of the samples. Costs too dictate the size of sample that we draw. As such,
budgetary constraint must invariably be taken into consideration when we decide the
sample size.
25
80
Girls students
20
Business man
10
House wife
10
Government employee
25
Service man
15
Teacher
15
STAGE ONE
The project study started with collection of Secondary Data. The sources for the
secondary data are as follows:
Data Sources
News Papers
Magazines
Internet
Press articles on Adidas.
Stage Two
We visited the Adidas India Ltd., which is located In Mehrauli (New Delhi). We Also
Met Some Of The Marketing Executives Who Helped Me Getting The Required
Information. We Also Got Some of The Information from the Other Resources Of The
Corporate Office Like:
Company Journals
Company Catalogs
Questionnaire (Structured & Non Disguised)
And Other Related Sources.
Primary data:
We have prepared a questionnaire for the general public asking about the
marketing strategy of Adidas; in that particular questionnaire. We have asked
some question give in finding and analysis section: (the questioner is filled by 80
people).
FINDINGS
&
ANALYSIS
1.
Cricket
b)
Football
c)
Golf
d)
Jogging
e)
Lawn tennis
f)
Skiing
g)
Swimming
h)
Others
In the analysis it is found that 50% of the respondents play cricket in leisure time and
Football, Golf 5%, Jogging 10%, Lawn Tennis 5% and Swimming 10%
and others 10%.
It is found that most of the respondents aware of Adidas, Nike and Adidas and rest of
the respondents aware of Speedo, Fila, Puma New balance and Sketchers
and Woodland, Lee cooper.
3. How do you rate the company marketing strategy as compare to the other
competitors company like Nike, Reebok etc.?
Out of 80 people 36 had said Adidas have a good marketing strategy and should
continue like this only, 24 had said Nike is better then Adidas, 16 said Reebok is
good and 4 said others.
reebok
20%
others
5%
adidas
adidas
45%
nike
reebok
others
nike
30%
4.
Do you think that the company Adidas is giving its customer what they
want in terms of quality and prices or value for money?
Out of 80 people 68 people are satisfy with the quality and the price of the product
and other says that they are not satisfy.
happy
not happy
not happy
15%
happy
not happy
happy
85%
5. Do you think that the advertisements and the brand ambassador of the
company are good enough?
Out of 80 people 66 people said yes they like the advertisement very much and
rest said no they dont like them.
18%
0%
happy
not happy
82%
6.
What things you keep in mind while purchasing shoes will it be quality,
advertisement, price or design?
Out of 80 people 69 people had said that the product must have good quality and good
design and other said they purchase these shoes for status symbol only.
14%
0%
quality
other factor
86%
7.
If you have to purchase shoe except Adidas which shoe it will be and why?
Out of 80 people 42 have said Nike, 23 said Reebok and 15 others, which shows
that the main competitor of Adidas is Nike. They have given different reason for
that some said Nike and Adidas are have same range of products and there quality
and prices is also same, so different people have different opinion.
19%
nike
52%
29%
reebok
others
8. What do you think that the company Adidas must do to improve its
marketing strategy?
Most of people said Adidas has a good marketing strategy but the company should
launch more products or u can say more variety to their products.
SWOT ANALSYSIS
SWOT ANALYSIS
Strengths:
The main strength of Adidas is his Product Quality. The quality and the material uses
in Adidas are very good. The company has a good brand image in the market, the
publicity and the advertisement is also very good and lastly company hold a healthily
market share in the market.
Weakness:
The major weakness in the Adidas is that the manufacturing of the products of Adidas
is not done in India itself it is being import hence the cost become high and the
margin of profit becomes low thats why company must give a deep thought on
manufacturing their products in India.
Another major weakness in the company is that it is not catering to all the segments
which I have already discuss above; if these two weaknesses in the company can be
eradicated then the company may earn high profit and better market status.
Opportunities:
Adidas does have many products for the urban segment or poor people, but there are
hardly any products or we can say that there are no products for this segment. India is
more a rural country, in the total population of India major part of population lives in
rural area and these people can not afford the costly products of the company like
Adidas hence company must target this particular segment they must introduce the
shoes and other product according to their demands and also price is one of the major
factor which may influence this type of segment hence company should make their
policy accordingly.
Company must also consider the rage of products as compare to Nike and Reebok. In
my opinion the company must introduce more rage or more variety in the market to
compete with their competitors and also the customers have more choices to choice
the product from.
Threats:
Adidas does not have strong distribution network as compare to Nike and Reebok in
India. Nike has more number of retail outlet then Adidas and Reebok has a unique
distribution network, the companies Reebok not only use its outlet for the sale of their
product but also use some other shoes company outlet like Bata. In a Bata
showroom u can find Reebok shoes and other products. But this is not a case with
Adidas hence Reebok has extra advantage over Adidas.
Conclusions:
ADIDAS in INDIA has always been driven by its Value-for-money strategy. The
company needs to identify critical success factory and work assiduously towards
achieving it.
The long list of Adidas subsidiaries where it conducts business proves that Adidas is
constantly adapting to cultural changes and must be extremely diverse. Because of
this necessity, knowledge is greatly valued. Great changes occur in this industry and
as a result, new ideas, intuition and inspiration are an asset that is a necessity in this
industry and to remain a global company. Who leads this knowledge and maintains
diversity are the managers, yet they too are facing new changes.
SALES ANALYSIS
During the first quarter of 2013, sales at Adidas totaled 120 billion rupees. This is an
increase of 2.7% from the 120 billion rupees in sales at the company during the first
quarter of 2012. During the previous 17 quarters, sales at Adidas have increased
compared with the same quarter in the previous year.
Sales at Adidas appear to have some seasonally: during each of the previous 5 years,
sales have been highest during the third quarter, which has accounted for between
28.0% and 32.0% of the annual sales.
Adidas reported sales of 320 billion rupees for the year ending December of 2013.
This represents an increase of 9.0% versus 2012, when the companys sales were 320
billion Rupees. Sales at Adidas have increased during each of the previous five years
(and since 2007, sales have increased a total of 226%).
In 2012, sales in India were up at a rate that was much higher than the company as a
whole: in this region, sales increased 36.0% to 110 million Rs. Adidas also
experienced significant increases in sales in Asia-Pacific.
COMPETITIVE BRAND
&
COMPARATIVE
ANALYSIS
LIST OF COMPETITIVE
ANALYSIS
1.
NIKE
2.
REEBOK
3.
FILA
4.
SPEEDO
5.
NEW BALANCE
6.
SKETCHERS
7.
PUMA
BRANDS AND
COMPARATIVE
COMPETITIVE ANALYSIS
Adidas is currently ranked third in almost every category in the global athletic shoe
industry. However, they rank second only to Nike in terms of sales. The main
competitors of Adidas include Nike and Reebok. However, other smaller competitors
include Fila, Puma and Easy Spirit. Adidas commands only 5% of the athletic shoe
business in the India, compared with the 40% for the fearsome Nike, but the
rejuvenated Adidas has climbed to within easy reach of Reebok, which has been
struggling in the past couple of years. Adidas is also steadily regaining market share
lost to other brands such as India. Gear and Fila (Fortune, 2012)
The future
But the battle has only started, and the foreign sports companies are here for the long
term they can sustain losses for years to come in order to gain market share. What
they are doing at present, is building up distribution networks to cover every nook and
corner of the country and, setting up manufacturing facilities.
Only those Indian manufactures which have a strong focus on manufacturing and
technological up gradation will survive in the long run, although with a much smaller
market share than they have at present. Small companies will be sidelined totally and
will exit from the sports market altogether. ADIDAS in INDIA has always been
driven by its Value for-money strategy. The company needs to identify critical
success factory and work assiduously towards achieving it.
1387196
Price
Rs. 3,600.50
Features:
Soft pad
Comfort
Support
Moulded Midsole
Cushion
This street inspired footwear was designed for young people who want the style of
their gear to reflect the attitude of their life. This G6 lifestyle
This street inspired footwear was designed for young people who want the style of
their gear to reflect the attitude of their life. This G6 lifestyle footwear provides clean,
court inspired designs that mirror distinct style and flavor. Reebok has consented to
donate fifty cents of proceeds of each pair sold to charitable causes.
Features:
Comfort
This modern classic is the choice of high level professional players all around the
world. The supernova T-Mac3 features the highest quality craftsmanship coupled with
pure performance. The ADIPRENE optimizes grip on soft to very soft natural playing
surfaces and excellent feel and fit.
Reebok
Adidas
Nike
Comfort
Support
Cushion support
Supportive pad
Moulded midsole
orthoclase
Moisture-wicking,
antimicrobial
sock liner
LIMITATIONS
LIMITATIONS
Each report has to have some limitations and restrictions. Hence the report we have
made also have some limitations regarding various aspects of the report
The Limitations are as follows:
Time
As far as time is concerned there was no boundation of time as sufficient time was
being provided to all the students for this project report. Time was never constrained
in order to complete the project report. But we could have tried to make report much
better if we would have little more time because of the late availability of the
executives of the concerned companies. We got late appointment and due to which I
was not able to compile report in time, We was able to complete the report during the
last days of the submission of this report, cost factor which restricted met to do
anything more creative.
Though I had tried my level best to reduce the possibility of errors, but if any, We
would like to request all the readers to forgive me by considering me as a normal
human being and also take each and every responsibility of possible errors on my
shoulders.
Miscellaneous
Though we have put my very best efforts in making this project report but because of
some unavoidable problems and circumstances we had to face lots of problems.
Sometimes we didnt get the appointments with the concerned companys executives
which further delayed the project report a bit.
Secondly, all the required information was not available to me, so we had to put extra
efforts in order to get that information. But there could be some information which is
still missing. Therefore, we request the readers of the project report to kindly forgive
me.
CONCLUSION
CONCLUSION
Turbulent is the word that apply describe the scenario in sports industry in last two
last financial years. By frequent price cuts in market and larger than live Marketing
game plans, competition reached its new highs and lows. It is no longer sufficient to
just be competitive. A company which has to survive has got to have competitive
advantage. One needs to take strategic initiative in the short run to achieve the desired
positioning in future. One has to foresee tomorrow.
The future
But the battle has only started, and the foreign sports companies are here for the long
term. They can sustain losses for years to come in order to gain market share. What
they are doing at present, is building up distribution networks to cover every nook and
corner of the country and, setting up manufacturing facilities.
Only those Indian manufactures which have a strong focus on manufacturing and
technological up gradation will survive in the long run, although with a much smaller
market share than they have at present. Small companies will be sidelined totally and
will exit from the sports market altogether.
ADIDAS in INDIA has always been driven by its Value for-money strategy. The
company needs to identify critical success factory and work assiduously towards
achieving it.
BIBLIOGRAPHY
BIBLIOGRAPHY
Web Sites:
www.adidas.com
www.indiainfoline.com
www.webcrawler.com
www.google.com
www.indiatimes.com
Magazines:
A&M
Business India
India Today
Business Today
Newspapers:
The Times of India
The Hindustan Times
The Economic Times
Books:
V.S
RAMASWAMY
AND
S.
NAMAKUMARI
MARKETING
WILLIAM
STANTON.J,
MICHALL
J.ETJEC,
BRUCE
FUNDAMENTAL OF MANAGEMENT.
J.WALKER
Questionnaire
Questionnaire
1) What sports do you play in your leisure time?
Cricket
Lawn tennis [
Football
Jogging
Skiing
Golf
Swimming [
Others
NIKE [
FILA
NEW BALANCE [
3)
..
.
4) Do you think that the company Adidas is giving its customer what
they want in terms of quality and prices or value for money?
..
..
...
6.
..
.....
7) If you have to purchase shoe except Adidas which shoe it will be and
why?
.
.
8) What do you think that the company Adidas must do to improve its
marketing strategy?
....................................................................................................................
THANKS