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)
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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
ContentsSERIAL
No.
Title of the Serial Page No.
1 Introduction
2 Company Profile
3
4
Product Profile
Research Objectives, Research Methodology and
Research Limitations
5 Data Collection and Data Analysis
6 Findings, Conclusions and Suggestions
Annexure
Bibliography
Impossible is Nothing
Introductionadidas 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
RUNNINGShoes, spikes, socks,FOOTBALLStudded boots, stockings, team-its, warm up suitesBASKETBALLShoes, jerseys n shorts, team kitsGOLF – TAYLORMADEHats, gloves, bags, vintage clubs (golf sticks), golf balls, putters, CASUALFootwear and clothingApparels and accessories
NIKEFOOTBALLBoots, jerseys, shorts, stockings, team kits, warm up suites, BASKETBALLShoes, jerseys, shorts and team kitsGOLFShoes, golf balls, apparelATHLETICSShoes, spikes, compressor apparel, training kitsNIKE+i-pods and watchesCASUALFootwear , apparels and accessories
PUMAFOOTBALLBoots RUNNINGShoes, studs, warm up suites and training kitsGOLFGolf ball and apparelsMOTORSPORTApparels, equipments and footwearSAILINGChute, board shorts, cruising jackets and accessoriesCRICKETBats, 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 leadershipThe 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 Densi
ty: Urban and semi-urban cities
Demographic segmentation Age:
15 to 35 Inco
me level: >Rs. 15,000 Socia
l class: Upper middle, lower upper and upper class
Gender: Male and female
Psychographic segmentation Expe
riencers
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.
QuestionaireName: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