A Project report On Brand Audit For Adidas
Submitted to Prof. Garima Sharma
Submitted by Asad Siddique Hafiz Patel - 28 Mohammed Yamin Shaikh - 61 Raees Basri Sohail vasaiwala - 100
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Table Tabl e of content cont ents
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The Adidas group at a glance Adidas – a name that stands for competence in all sectors of sport around the globe. The vision
of company founder Adolf (“Adi”) Dassler has long become reality and his corporate philosophy the guiding principle for successor generations.
The idea was as simple as it was brilliant. Adi Dassler’s aim was to provide every athlete with the best possible equipment. It all began in 1920, when Adi Dassler made his first shoes using the few materials available after the First World War. Today, the Adidas product range extends from footwear and apparel to accessories for all kinds of different sports. The key priorities are: running, football, basketball and training. In 1949 Adi Dassler first registered Adidas in the commercial register (Handels register) in Furth (near Herzogenaurach). The official name of the company back then was “Adolf Dassler Adidas Sportschuhfabrik”. After a period spanning almost 70 years, the Dassler Family withdrew from the company in 1989, and the enterprise was transformed into a corporation.
French-born Robert Louis-Dreyfus was Chairman of the Executive Board from April 1993 to March 2001. It was he who initiated Adidas’ flotation on the stock market in November 1995. Since 2001, Herbert Hainer has been leading the Group.
In 1997, Adidas acquired the Salomon group, and the company’s name changed to AdidasSalomon AG. The Salomon group also included the Taylor Made golf brand.
In October 2005, the Salomon business segment, including the related subsidiaries and brands Salo Salomo mon, n, Mavi Mavic, c, Bonf Bonfir ire, e, Arc’ Arc’Te Tery ryx x and and Clic Cliché hé,, was was sold sold to the the Finn Finnis ish h Amer Amer Spor Sports ts Corpor Corporati ation. on. The compan company y change changed d its its legal legal name name to “Adida “Adidass AG” follow following ing shareh sharehold older er approval at the Annual General Meeting in May 2006.
On January 31, 2006, Adidas-Salomon AG acquired Reebok International Ltd. The closing of the Reebok transaction marked 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
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Group benefits 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. And in June 2006, the company’s name is changed to Adidas AG.
The Adidas Group has well over 38,000 employees worldwide, with more than 2,600 Working at the company’s headquarters in Herzogenaurach. A team of designers, product developers and experts for biomechanics and material technology carries out research in Portland and at Adidas’ second technology centre in Scheinfeld near Nuremberg. In Scheinfeld models, prototypes and made-to-measure performance products are also manufactured and tested. It is here that Adidas maintains the only sports shoe production facility still in existence in Germany.
More than 170 subsidiaries guarantee marketplace presence for products of the Adidas Group around the world. Sales and distribution of Adidas products is grouped in four regions worldwide: Europe/Emerging Markets, North America, Asia/Pacific and Latin America. Today, the Adidas Group is Europe’s biggest supplier of athletic footwear and sports apparel.
Adi Dassler - the man who gave Adidas its name Adolf Dassler was inspired by a single idea when he made his first shoes in 1920, at the age of just 20. His vision was to provide every athlete with the best footwear for his respective discipline. It was this principle that guided him right up until his death in 1978.
His first shoe, made from the few materials available in the difficult post-war period, was produced from canvas. A passionate athlete himself, from the very beginning Adi Dassler was in close contact with sports participants and was always present in person at important sports events.
Adi Dassler focused his work on the classic disciplines of track and field. In the mid 1920s he was already experimenting with spikes. Athletes wore special shoes from his workshop for the first time at the 1928 Olympic Games in Amsterdam.
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In the mid 1930s Adi Dassler was already making 30 different shoes for eleven sports, and he had a workforce of almost 100 employees. In less than two decades Adidas advanced to become the world’s leading sports shoe manufacturer.
After the turmoil of the Second World War, Adi Dassler made a fresh start. In 1947, with 47 workers, he began putting into practice the knowledge gained from the prewar period and also new ideas. Adi Dassler made the first post-war sports shoes using canvas and rubber from American fuel tanks. In 1949 he registered the company named “Adolf Dassler Adidas Sportschuhfabrik” in the commercial register in Furth.
The breakthrough came for Adi Dassler when Germany won the Soccer World Cup in 1954. In the legendary Final against Hungary, the German team wore boots with screw-in studs – by Adidas. Parallel to the rapid developments in sport, Adi Dassler strove to specialize and optimize his products. Adi Dassler was the first entrepreneur to use sports promotion in order to make the public aware of his innovations. He started using well-known athletes as advertising for his products. Many famous athletes such as Jesse Owens, Muhammad Ali, Max Schmeling, Sepp Herberger and Franz Beckenbauer counted themselves among the friends of the Dassler Family.
Aggressive publicity became one of the cornerstones of his corporate policy. From now on, Adi Dassler came up with a product innovation for every major event, documenting the superiority of Adidas footwear. In constant contact with active athletes in a wide variety of disciplines, he developed the optimal shoe for almost every sport. Together with his son Horst, Adi Dassler created an international company that was, and still is, present at all the world’s major sporting events.
From the mid 1960s, Adidas also started producing apparel for competition and training. Ball production began in 1963 and ever since 1970 the Official Match ball at all major soccer events has been an Adidas product.
Adi Dassler died in 1978, at the age of 78. Carrying on his heritage and his ideas, his name and his developments will continue to help athletes in their efforts to push the limits of performance, on into the new millennium.
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Following the death of the company founder, Adi Dassler’s widow Kathe and his son Horst took charge of running the company. Horst Dassler perfected the opportunities offered by sports promotion. Under his guidance, Adidas became a global leader in the sector of innovation in sports marketing. He was also responsible for establishing the brand in France. Horst Dassler died unexpectedly in 1987, at the early age of 51.
In 1989, Adidas was transformed into a corporation (“Aktiengesellschaft”). At the beginning of the 1990s, after a difficult transition period, Adidas returned to its roots and its original objective. Producing top products in top quality again became the company’s guiding principle. In 1991, Adidas launched Adidas EQUIPMENT, a line of Performance - oriented, functional footwear and apparel.
With street ball in 1992, Adidas started specifically addressing a younger target group. In 1993, Robert Louis-Dreyfus took over management of the company. The Frenchman initiated the comeback of the Three Stripes. In 1995, the Adidas share was one of the most interesting new introductions on the stock market. In 1997, Adidas AG and the Salomon group combined to form Adidas-Salomon AG. In 1998 TaylorMade was separated from the Salomon Group and combined with Adidas Golf. Since 2001, Herbert Hainer has been leading the Group. In October 2005, the Salomon business segment, including the related subsidiaries and brands Salomon, Mavic, Bonfire, Arc’Teryx and Cliché, was sold to the Finnish Amer Sports Corporation.
On January 31, 2006, Reebok International Ltd. was acquired providing the new adidas Group with a footprint of around € 9.5 billion ($11.8 billion) in the global athletic footwear, apparel and hardware markets.
Summary (Adidas) Type
Public
Founded
1924
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Founder(s)
Adolf Dassler
Headquarters
Herzogenaurach, Germany
Industry
Designing and Manufacturing
Products
Footwear, Sportswear, Sports equipment, Toiletries
Revenue
15.6 billion (2009)
Operating income
1.5 billion (2009)
Profit
$933 million (2009)
Employees
38,980 (2009)
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Industry The sporting goods industry consists of three segments: Athletic footwear, Apparel and Equipment. Athletic footwear makes up 33% of the sporting goods industry, Apparel 50% and Equipment makes up the remaining market share. The three largest markets for athletic equipment are the US at 50% of the market share, Western Europe at 25% of the market share and Japan at 10% market share. An industry that had one primary market segment consisting of the serious male soccer and track athlete has now separated into several market segments containing the professional athlete, the amateur athlete, the fitness group (aerobics and cross-training) and the mass consumer who is not interested in athletics but enjoys the comfort of wearing athletic apparel.
EXTERNAL MARKETING MIX
Several general trends are emerging that are reshaping the playing field in the sporting goods industry. The demographics of the industry are changing. Until the late 80s the demographics of the sporting goods industry consisted largely of males. The study suggests that the early 90s have shown trends of considerable growth in the female population in terms of interest in sports and sporting goods, but no empirical data was presented in the case writing to support this statement. American and European cultures have seen the rise of the fast food industry and fast lifestyle, creating a need for fitness activity to relieve stress and stay healthy. This fitness trend has increased popularity of activities such as walking, hiking, and jogging and aerobics that are for average people with a desire to exercise and have fun. These leisure fitness activities made up the largest portion of the sporting goods industry with 55% of the athlete shoe market in 1992. In contrast, a 4% market share existed in 1992 for sports like soccer, which require the cleated/studded type shoe. The cleated shoe gave Adidas its initial foundation and leadership position, but the cleated shoe is not the key to being competitive in Adidas’s current environment. A trend of wearing sports apparel, both footwear and textiles, for everyday leisure types of activities was emerging in the early 1990s. This trend was primarily seen in the 25 and underage group. Adidas is a German based company with its largest market share in Europe, therefore the exchange rates between Germany and the US should also be considered in the analysis of the
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external environment facing the company. The exchange rates of Adidas were favorable. US goods were expensive to German consumers, which probably encouraged many German citizens to seek Adidas products versus US products that were more expensive. Likewise German goods were cheaper for US customers, which should have stimulated the export market in favor of Germany and Adidas.
MARKETING MIX PRODUCTS Men Product : Footwear, Clothing and Accessories. Foot Wear
: This segment consist of (1) Performance & (2) Originals
There are many varieties in this segment such as Football, Running, Training, Tennis, Basketball, Indoor, Outdoor, Swimming etc. There are many varieties in the Football section: 1. Soft Ground 2. Hard Ground 3. Firm Ground 4. Turf Rugby 5. Astroturf 6. Leisure wear 7. Asphalt 8. Multi Surface 9. Rugby
Collection: Adipore, Classics, Clubs, F50, Predator Adidas Clothing (product): Jackets, Jerseys, Scarves, pants & Tights, Shirts, Shorts
Sweatshirts, Tracksuits, Tops, Pants, Swimwear
Men Accessories: Bags Eye Wear, watches Hardware Waterbottles, Yoga, Mats, Fitness
(Gripper) Spiking Football Pump, Wrist Band, Padding, Football, Basketball
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Woman Product: Footwear, Clothing, Accessories, Football, Running, Training, Tennis,
Indoor, Outdoor, Swimming.
Clothing: Jackets, Jerseys, Scarves, Pants & Tights, Shirts, Shorts, Sweatshirts, Tracksuits,
Tops, Pants, Swimwear, Underwear, Skirts, Dresses.
Woman Accessories: Bags, Eyewear, Watches, Hardware, Hats, Socks.
PRICING (GLOBAL): Price Range: Men Shoes: $55 to $350.
Sandals: $15 to $40. Woman Shoes: $45 to $240. Sandals: $20 to $ 35.
Pricing at Bhubaneswar store (In Rs): 1.
T- Shirts
349-2700
2.
Track pants
999-1399
3.
Jersey
699-1099
4.
Bags
949-3499
5.
Undergarments for jogging
629-899
6.
Water bottle
599-699
7.
Fitness (Gripper)
799.00
8.
Spiking jumper
499.00
9.
Yoga Mat
1990.00
10.
Socks
3 Pair 399- 599
11.
Head Bands
129 per pc
12.
Wrist Band
279 per pc
13.
Football Pump
14.
Cap
400-700
15.
Basket Ball
999-3000
16.
Foot Ball
1199-1899
399 per pc
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They don’t follow any type of pricing strategy. It depends on the version of the products. For Ex: one version of a shoe is launched at Rs 5000.00 and after two months a new version of technology is launched with some added features then the price will go up. Suppose the raw materials of the product used decreases then automatically the prices will also decrease. Discounts are given two times in a year during January and July.
PLACE:
Major retail outlets in India:
Agra, Ahmedabad, Aizwal, Ajmer, Allahabad, Alwar, ambala, Amritsar, Aurangabad, Azamgarh, Baddi, Bangalore, Bhatindia, Bareilly, Bhopal, Bhubaneshwar, Bikaner, Bilaspur, Chandigarh, Chennai, Coimbatore, Cuttack, Darjeeling, Dehradun, Dhanbad, Dimapur, Firidabad, Ganganagar, Gantok, Ghaziabad, Gorakhpur, Gurgaon, Guwahati, Haridwar, Hissar, Hydrabad, Indore, Imphal, Itanagar, Jabalpur, Jaipur, Jallandhar, Jammu, Jodhpur, Jorhat, Kanpur, Kolkata, Kota, Kullul, Lukhnow, Ludhiana, Manglore, Meerut, Monga, Mohali, Mumbai, Moradabad, Mussoorie, Mysore, Nagpur, Nashik, Newdelhi, Noida, Palampur, Panchkula, Panipat, Panjim, Pathankot, Patiala, Patna, Pondicherry, Pune, Rajkot, Raipur, Ranchi, Rothak, Rourkela, Secunderabad, Shillong, Shimla, Siliguri, Surat, Udaipur, Varanashi, Vijayawada, Vizag.
BHUBANESHWAR:
The ADIDAS outlets are mainly located in the posh area. In Bhubaneshwar ADIDAS is located in two major locations namely Janpath & Pal Heights. The outlet here in Janpath is opened after 3 years of research. The outlet is well connected with the railway station and airport. The outlet in Pal Heights is there because it is a posh area and surrounded by IT Park, XIMB, Ginger, and Fortune Tower. The location in Janpath also attracts the foreigner as this is the way to Puri.
PROMOTION:
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ADIDAS promotes its products through Television advertisement, mobile marketing, through various sponsorship in sports events, websites, tie up with various football clubs and international teams. Brand ambassador of ADIDAS India is Sachin Tendulkar and Sania Mirza.
Promotion partnership:
1. 2.
IHF Men’s World Championship, Croatia January 16 – February 1, 2009
Adidas Official Partner of International Handball Federation NHL All- Star Game, Montreal/ Quebec, Canada January 25, 2009
3.
Reebok- CCM Hockey Exclusive Licensee of National Hockey League NFL Super Bowl, Tampa/ Florida, USA February 1, 2009
4.
Reebok Official Outfitter of National Football League NBA All Star Game, Phonix/ Arizona, USA February 15, 2009
5.
Adidas Official Outfitter of National Basketball Association Boston Marathon, Boston / Massachusetts, USA April 20, 2009
6.
Adidas Official Apparel and Footwear Outfitter Flora London Marathon, London, UK April 26, 2009
7.
Adidas Official Sponsor French Open, Paris, France May 24 – June 7, 2009
8.
Adidas Official Partner of Roland Garros UEFA Champions League Final, Rome, Italy May 27, 2009
9.
Adidas Official Ball Supplier of Australia and England cricket teams FIFA Confederations Cup, South Africa June 14 – 28, 2009
10.
Adidas Official Partner of Federation International de Football Association MLB All Star Game, St.Louis/Missouri, USA July 14, 2009
11.
Adidas Official Sponsor of International Association of Athletics Federations real, Berlin Marathon, Berlin Germany September 20. 2009 Adidas Official Partner.
ADVERTISEMENT ANALYSIS:
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The ADIDAS India advertisement is featuring Sachin Tendulkar. Sachin Tendulkar is a sports icon famous all around the world. There is an emotional attachment of Indians towards Sachin Tendulkar and Cricket.
Michael Porters five forces model with respect to ADIDAS:
Barriers to Entry: The footwear-manufacturing segment has the highest barriers to entry out of the three sporting goods industry segments. in the U.S. 53%of the footwear market share is controlled by two companies- Nike and Reebok. Adidas came in at 7th place with only 4 % of U.S. market share. The competition in the industry is fierce, requiring a substantial investment in marketing to establish a successful brand. Research and development expenses are high requiring a substantial investment to develop a shoe that could provide the necessary level of comfort to complete with companies like Nike and Reebok.
Threat of Substitute: For athletic and fitness activities, few substitute exists for athletic footwear. Substitutes do exist for athletic footwear and apparel in a leisure markets. For example, an individual could choose to wear hiking boots instead of tennis shoes to the mall or to the park. The substitute trend at the time of the case writing favoured the sporting goods industry. Many younger consumers were turning to sporting goods textiles and footwear as substitutes for other type of casual dress. The challenge for the sporting goods industry will be to determine and maintain the proper comfort to cost ratio to continue the positive trend.
Bargaining Power of Suppliers: The primary suppliers of Nike, Reebok, and Adidas type sporting goods companies are the contract manufacturers that make the shoes, clothing, and equipment and the suppliers of raw materials, such as the leather, cotton, and synthetics. On the manufacturing end, little supplier bargaining power exists because the manufacturing of the products does not require workers to
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have high levels of skills and education. Most sporting goods companies do very little in house manufacturing. Since the skill set for manufacturing sporting goods is low and the capital requirements for the equipment is low, manufacturing can be outsourced to regions of the world with low labour wages. The raw materials used in the production of athletic apparel do not appear to be rare commodities. No one supplier would seem to have dominance in this market. No specific raw material supplier information was given in the case writing.
Bargaining Power of Customers: Customer bargaining power is becoming stronger as the trend to consolidate the retail sales business continues. Chains such as Foot Locker, the Sports Authority, and Foot Action are gobbling up mom and pop retail stores in U.S. Manufacturers of sporting goods equipment like Nike with stronger brand names are at less risk of being pushed around by retailers, because retailers are going to stock what is popular. Adidas, on the other hand is less popular, putting it at risk of losing premium shelf space and market push with retailers.
Competitive Environment of Adidas: Adidas’s two primary competitors are Nike and Reebok. All three companies have attempted to establish themselves as leaders in supplying a high quality brand of athletic footwear, apparel, and gear.
SWOT Analysis: Adidas Strength Adidas biggest are its long history in the sporting goods business, presences in Europe, lead in the sales of Soccer and Track and Field Sports Equipment, and German heritage. Adidas should use its legacy created in the sporting goods industry in advertising campaigns as well as its German heritage. Adidas greater understanding of European culture should give it an advantage in terms of marketing in Europe. Women in Soccer and the growth of popularity of soccer , track and field, and the fact that Germans are renowned for their engineering capabilities as an entry point to gaining market share in the U.S.
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Adidas weakness Adidas overhead is 13% higher in terms of percentage of revenues than Reebok and 17% higher than Nike’s. This increased overhead is not a result of an excessive advertising budget, since only 6% of Adidas sales goes towards advertising and 10% of Nike’s sales goes towards marketing. The biggest opportunity that Adidas has is to reduce overhead by recognising its management structure and reducing the price that Adidas pays in leases and rent by divesting its in-house production facilities. Adidas’s marketing department has become complacent over the years. Their promotional style of advertising does not work. When going to a professional sporting event, people do not see the tiny marks on the athletes’ shoes from the upper decks. Instead, they do see huge colourful billboards with logos such as ‘Just Do It’ and prime time advertisement f Michael Jordan slamming a basketball in pairs of Nike shoes. Trimming up Adidas’s overhead costs will free up cash for additional marketing resources and schemes. Adidas has long lead times on its products and the delivery of its products is not reliable. The result of these types of problems in its supply chain is a lack of inventory control and the reason why Adidas has poor control over its inventory and lead the industry in clearance sales at 30% of production. The distribution information provided in the case writing is not easy to understand. It does appear from the information given that Adidas’s attempt to sell in the U.S through subsidiaries places it at a cost disadvantage, since Nike sells directly to distributors.
Adidas Opportunities Reebok has plans to go head-to-head with Nike for the lead in the professional sporting goods footwear market segment. Adidas has the opportunity to steal Reebok’s market share in the men and women’s fitness shoe segment – the largest overall segment-ahile Reebok focuses its resources on the other areas of the market. Footwear and textiles for fitness activities is by far the largest growing and the biggest segment of the sporting goods industry. Adidas currently has no brand or group of products to compete specifically in this market segment. Adidas has the opportunity, while Nike and Reebok battle over the professional athlete and younger customer market segment, to cash in on the fitness and fashion conscious market segment. Adidas currently has a large percentage of sales in athletic apparel. While Nike and Reebok battle it out over footwear, Adidas could use resources to gain more market share in the apparel market.
Adidas Threats
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Exchange rates are a big threat. During the 1992 environment presented in the case, exchange rats were favourable for Adidas. Foreign goods were more expensive than Germany’s own goods. As a result, Germany was more likely to export goods than import. This would include shoes and favour Adidas in terms of maintaining share lead in Germany. The threat always exists for this scenario to change, making U.S. goods more appealing to Germany’s citizens. Perhaps the advantage to Adidas in terms of exchange rates is the only thing supporting its lead in the European markets. Adidas does contain the market share lead in sales of cleated shoes for soccer and track and field type events and overall market share of sporting goods sold in Germany. As Nike and Reebok continue to dominate other market segments, popularity of their brands in the cleated shoe line and in Europe could grow, eroding away at Adidas’s last footholds in the sporting goods industry.
Product life cycle of Adidas in India There are three brand of adidas in india. • • •
Adidas Performance Adidas Neo Adidas Originals
Adidas Originals Adidas NeoAdidas Performance
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OBJECTIVE AND SCOPE OF STUDY
Primary objective: To know Brand Awareness of Adidas SAMPLING METHODOLOGY
SAMPLE SIZE: 35 RESPONDENTS
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SAMPLING AREA: MUMBAI
SAMPLING TECHINQUE: CONVIENCE SAMPLING METHOD
SUMMARIZED ANALYSIS OF THE SURVEY CONDUCTED
Q-1) What is your gender?
Table - 1 GENDER
PERCENTAGE
FREQUENCY
Male
83.33
35
Female
16.67
6
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Interpretation
The graphical representation of table shows that out of 42 respondents, 35 were male and 6 were female
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2) How old are you?
TABLE - 2 AGE
PERCENTAGE
FREQUENCY
11-16
7.14
3
17-22
40.47
17
23-28
35.71
15
29-34
4.76
2
35-40
9.52
4
41-46
2.38
1
0
0
47
AND
ABOVE
Interpretation
The graphical representation shows that the majority of the respondent was in the age bracket of 17-22. Q-3) Income level of respondent family.
Table - 3 INCOME LEVEL
PERCENTAGE
FREQUENCY
LESS THAN 50,000
23.08
10
50,000 - 1,00,000
23.19
11
1,00,000 - 3,00,000
19.04
8
3,00,000 - 5,00,000
21.42
9
20
5,00,000 & ABOVE
9.52
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Interpretation
The graphical representation shows that majority if respondent fall in the income level of 50,000 – 100,000.
Q-4) Which brand has a top of the mind recall? TABLE - 2 Particulars
Number
Percentage
Nike
16
45.71
adidas
14
40.00
Reebok
06
17.14
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Interpretation
The graphical representation shows that the Nike is the top of mind brand.
Q-5)
Which of the following attribute you associate with sportswear product?
Table - 3 Particulars
Numbers
Percentage
Affordable
1
2.38
Comfortable
22
52.38
Stylish
14
33.33
Appeal to Personality
3
7.14
Others
2
4.76
22
Interpretation
The graphical representation shows that the most people associate comfortable attribute with the sportswear brand.
Q-6) Which brand would you consider if you were going to buy a sportswear product? Table - 4 Particulars
Numbers
Percentage
Nike
11
31.42
adidas
19
54.28
Reebok
04
11.42
Others
01
2.85
Interpretation
The adidas is the most considered brand if people were going to buy a new product
Q-7) How often do you buy sportswear Product?
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Table - 5 Particulars
Numbers
Percentage
Once per month
4
11.42
Twice or Thrice per 3 month
2
5.71
Once or Twice a year
18
51.42
Less than a year
8
22.85
Not Sure
3
8.57
Interpretation
The Pie Chart shows that people buy sportswear product once or twice a year Q-8) Would you recommend the Adidas products to friends or associates?
Table - 6 Particulars
Numbers
Percentage
Definitely Not
2
5.71
Probably Not
1
2.85
Not Sure
6
17.14
Probably Yes
16
45.71
Definitely Yes
10
13.33
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Interpretation
The Pie Charts shows that people will definitely recommends the adidas product. Q-9) On a scale of 1-5 where 1 is poor and 5 is exceptional, rate the brand visibility of Adidas?
Table - 7
Particulars
Numbers
Percentage
1
4
11.42
2
3
8.57
3
10
28.87
4
15
42.85
5
3
8.57
Interpretation
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The Pie Charts shows that the people rated 4 to the brand visibility of adidas
Findings •
Majority of the respondent are Male
•
Majority of the respondent was in the age bracket of 17-22.
•
•
Majority if respondent fall in the income level of 50,000 – 100,000
Nike is on the top of mind brand in the Sportswear category
•
Comfortable is the attribute people associate with the sportswear brand
•
Adidas is the most preferred brand if people were going to buy a new product
•
46% People will recommend adidas product to their relative or associate
•
Brand visibility of adidas was effective at venue
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Conclusion •
People buy sportswear product once or twice a year so sportswear brand should do the branding during small tournaments to increases the sale
•
Sportswear brand are mostly targeted towards the male, they should also concentrate on the potential female segment of the market.
•
Sportswear product are mostly targeted to youth, they should also expand the target
audience age from 20-50
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Limitations •
A small sample size 35 respondent was taken, so we cannot draw inferences about the population from this sample size.
•
The scope of the project is limited to the city of Mumbai. So, we cannot say that the same response will exist throughout India.
•
•
Many of the respondents were not willing to fill the questionnaire.
Some people were not willing to respond and few of them who responded were in hurry hence the active participation was lacking.
•
Another problem which I faced was that people were hesitating to give information about their views freely.
DISTRIBUTION CHANNEL OF ADIDAS
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Malaysia, Thailand, China, Jaipur, Hongkong, Bangalore, Poland, Lakhani Manufacturing unit
Plot No. 93, Sector32 Institutional Area Gurgaon, Haryana 122001
Store 1
Store 2
Store 3
Store 3
Store 3
Figures include Adidas,Reebok and Adidas Golf,but exclude local sourcing partners,sourcing agents, sub-contractors,second tier suppliers and licensee factories.
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Figure only include Adidas, Reebok and Adidas Golf
Figure only include Adidas,Reebok and Adidas-Golf.
2007
2007
BIBLIOGRAPHY
RESEARCH METHODOLOGY -
C.R.Kothari
Web Resources www.adidas.com/in/
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QUESTIONNAIRE
Name:___________________________
Age :________
Gender: ___
1) What is your gender? ○
Male
○
Female
1) How old are you? ○
11 - 16,
○
17 - 22,
○
23 - 28,
○
29 – 34
○
35 - 40,
○
41 – 46,
○
47 +
1) In which bracket of income level do you fall? ○
Less than 50000
○
50000 - 100000
○
100000 – 300000
○
300000 – 500000
○
Above 500000
4) Which Sport brands are you aware of, Using & Used? [A=Aided, Ug=Using, Ud=Used in past]
BRAND NIKE REEBOOK
1ST
2 ND
3RD
4TH
ADIDAS OTHERS
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Aware
Using
Used
