4934036-Adidas-Mktg-Industry-Analysis-India

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adidas in India 1989 – entered India, license agreement with Bata 1996 – joint venture with Magnum International Trading Co. Ltd. 1998 – Sachin Tendulkar is Brand Ambassador for India 1999 – introduced the cheapest range of shoes they had ever sold 2001 – first televised advertisement for India: Paes & Sachin 2004 – Advantage adidas campaign kicks in. 30% growth milestone 2005 – Andreas Gellner is new MD, India.

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Competitor Analysis

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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

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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

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MOST IMPORTANT FACTOR BEFORE PURCHASE

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CUSTOMERS’ WILLINGNESS TO PAY

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MARKET SHARE

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BRAND EQUITY

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DEMOGRAPHIC Age Income Gender PSYCHOGRAPHIC Experiencers Strivers Image Drivers BEHAVIOURAL Gym Regulars Athletes Drawing Room Sports Enthusiasts S.T.P

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income gender S.T.P

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