Adidas Marketing Strategy

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||| Contents |||

Background 3 adidas in India 3
Industry Scenario 5
Scope of Study 6
Consumers 7
Consumer Behaviour 8
Environmental Analysis 10
Retail 12
Competitors 13
Segmentation 15
Targeting & Positioning 16
Recommendations 19
Appendix 21

||| Background ||| adidas AG is a German sports apparel manufacturer, part of the adidas Group. It registered as adidas AG on 18 August 1949 (with lower-case lettering: "adidas"). The company was named after its founder, Adolf (Adi) Dassler, who started producing shoes in the 1920s in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler who later formed rival shoe company PUMA AG. The company's clothing and shoe
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This initially seems to indicate that the Indian customer no longer fits the price-sensitive stereotype, but a closer look at the results shows a different picture. The survey also showed that 62.93% budgeted less than Rs. 2000 for their sports shoes. This shows that while Price is almost never the most important factor for most respondents, it is certainly a very important consideration.
More respondents own a Reebok pair than adidas (second place) and Nike (third), but when asked which brand they would like to own, Nike topped list, followed by adidas and Reebok. This shows that Reebok’s Indian pricing has managed to attract more market share than its rivals, but Nike still has the highest brand equity and perceived value.
Nike being the world-wide leader does well on advertisements and viewer/customer attention-catching and carries the best image of the 3 top brands. It is the brand that people want to own.
The survey also revealed that customers felt that Sales Staff Service was the most important part of the buying experience. With 51.46%, it beat the other 4 factors by a long way.

||| Environmental Analysis |||
FIFA World Cup 2006 and other
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