Capstone
Capstone
Capstone
Industry overview
The sportswear market has evolved from a niche segment, which was exclusively
aimed at sportspersons, to a burgeoning consumer sector. The industry has witnessed
rapid growth over the past few years. The ever-increasing popularity of cricket,
combined with the growing interest in sports such as football, hockey and tennis, has
contributed to the growth of the functional sportswear market. In addition to this, the
trend of using sportswear as casual wear has expanded the definition of target
consumers for leading brands. Some brands also offer collections to cater to this
demand for casual wear.
The sportswear retail market in India is estimated at INR365.8 billion and is expected
to grow at a robust CAGR of 33% during 20102014. The market includes sports
apparel, footwear and accessories, with footwear being the largest segment,
accounting for around 60% of the total market.
The countrys sportswear segment is largely unorganized with organized players
constituting only around 30% of the market. Franchised exclusive brand outlets
(EBOs) and multi-brand outlets form the core retail channels for sportswear in India.
Brands overview
Nike, Inc.
Type
Public
Founded
1972
Founder(s)
Headquarters
Area served
Worldwide
Philip H. Knight
Key people
(Chairman)
Mark Parker
(CEO) & (President)
Industry
Sportswear
Sports equipment
Athletic shoes
Products
Apparel
Sports equipment
Accessories
Revenue
Operating income
Net income
Total assets
58
Total equity
Employees
30,200
Website
Nike.com
Nike, Inc is a major publicly traded sportswear and equipment supplier based in the
United States. The company is headquartered in Beaverton, near the Portland
metropolitan area of Oregon. It is the world's leading supplier of athletic shoes and
apparel and a major manufacturer of sports equipment with revenue in excess of $18.6
billion USD. It employed more than 30,000 people worldwide. Nike and Precision
Castparts are the only Fortune 500 companies headquartered in the state of Oregon,
according to The Oregonian.
The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill
Bowerman and Philip Knight, and officially became Nike, Inc. in 1978. The company
takes its name from Nike (Greek pronounced [nk]), the Greek goddess of
victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro,
Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley
International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed
Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and
equipment, the company operates retail stores under the Nike town name. Nike
sponsors many high profile athletes and sports teams around the world, with the
highly recognized trademarks of "Just do it" and the Swoosh logo.
Origin and history
Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon
track athlete Philip Knight and his coach Bill Bowerman in January 1964. The
company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger,
making most sales at track meets out of Knight's automobile.
58
The company's profits grew quickly, and in 1966, BRS opened its first retail store,
located on Pico Boulevard in Santa Monica, California. By 1971, the relationship
between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its own
line of footwear, which would bear the newly designed Swoosh.
The first shoe to carry this design that was sold to the public was a football shoe
named "Nike", which was released in the summer of 1971. In February 1972, BRS
introduced its first line of Nike shoes, with the name Nike derived from the Greek
goddess of victory. In 1978, BRS, Inc. officially renamed itself to Nike, Inc.
Beginning with Ilie Nastase, the first professional athlete to sign with BRS/Nike, the
sponsorship of athletes became a key marketing tool for the rapidly growing
company.
The company's first self-designed product was based on Bowerman's "waffle" design.
After the University of Oregon resurfaced the track at Hayward Field, Bowerman
began experimenting with different potential outsoles that would grip the new
urethane track more effectively. His efforts were rewarded one Sunday morning when
he poured liquid urethane into his wife's waffle iron. Bowerman developed and
refined the so-called 'waffle' sole which would evolve into the now-iconic Waffle
Trainer in 1974.
By 1980, Nike had reached a 50% market share in the United States athletic shoe
market, and the company went public in December of that year. Its growth was due
largely to 'word-of-foot' advertising (to quote a Nike print ad from the late 1970s),
rather than television ads. Nike's first national television commercials ran in October
1982 during the broadcast of the New York Marathon. The ads were created by
Portland-based advertising agency Wieden+Kennedy, which had formed several
months earlier in April 1982.
Together, Nike and Wieden+Kennedy have created many indelible print and television
ads and the agency continues to be Nike's primary today. It was agency co-founder
Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad
58
campaign, which was chosen by Advertising Age as one of the top five ad slogans of
the 20th century, and the campaign has been enshrined in the Smithsonian Institution.
San Franciscan Walt Stack was featured in Nike's first "Just Do It" advertisement that
debuted on July 1, 1988.
Throughout the 1980s, Nike expanded its product line to include many other sports
and regions throughout the world.
Acquisitions
Nike, Inc. owns four key subsidiaries: Cole Haan, Hurley International,
Converse Inc. and Umbro.
Nike's first acquisition was the upscale footwear company Cole Haan in 1988.
In July 2003, Nike paid $305 million to acquire Converse Inc., makers of the
iconic Chuck Taylor All Stars.
Products
Nike produces a wide range of sports equipment. Their first products were track
running shoes. They currently also make shoes, jerseys, shorts, baselayers etc. for a
wide range of sports including track & field, baseball, ice hockey, tennis, Association
football, lacrosse, basketball and cricket.
58
The most recent additions to their line are the Nike 6.0,Nike NYX,and Nike SB shoes,
designed for skateboarding. Nike has recently introduced cricket shoes, called Air
Zoom `Yorker, designed to be 30% lighter than their competitors'. Nike introduced the
Air Jordan XX3, a high performance basketball shoe designed with the environment
in mind.
Nike sells an assortment of products, including shoes and apparel for sports activities
like association football, basketball, running, combat sports, tennis, American
football, athletics, golf and cross training for men, women, and children. Nike also
sells shoes for outdoor activities such as tennis, golf, skateboarding, association
football, baseball, American football, cycling, volleyball, wrestling, cheerleading,
aquatic activities, auto racing and other athletic and recreational uses. Nike is well
known and popular in youth culture, chav culture and hip hop culture as they supply
urban fashion clothing. Nike recently teamed up with Apple Inc. to produce the Nike+
product which monitors a runner's performance via a radio device in the shoe which
links to the iPod nano. While the product generates useful statistics, it has been
criticized by researchers who were able to identify users' RFID devices from 60 feet
(18 m) away using small, concealable intelligence motes in a wireless sensor network.
In 2004, they launched the SPARQ Training Program/Division. It is currently the
premier training program in the U.S. Some of Nike's newest shoes contain Flywire
and Lunarlite Foam. These are materials used to reduce the weight of many types of
shoes. In the video game Gran Turismo 4 there is a car by Nike called the NikeOne
2022, designed by Phil Frank.
Manufacturing
Nike has contracted with more than 700 shops around the world and has offices
located in 45 countries outside the United States. Most of the factories are located in
Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan,
Philippines, and Malaysia. Nike is hesitant to disclose information about the contract
companies it works with. However, due to harsh criticism from some organizations
58
like CorpWatch, Nike has disclosed information about its contract factories in its
Corporate Governance Report.
Marketing strategy
Nike's marketing strategy is an important component of the company's success. Nike
is positioned as a premium-brand, selling well-designed and expensive products. Nike
lures customers with a marketing strategy centering around a brand image which is
attained by distinctive logo and the advertising slogan: "Just do it". Nike promotes its
products by sponsorship agreements with celebrity athletes, professional teams and
college athletic teams. However, Nike's marketing mix contains many elements
besides promotion. These are summarized below.
Advertising
From 1972 to 1982, Nike relied almost exclusively on print advertising in highly
vertical publications including Track and Field News. Most of the early advertising
was focused on a new shoe release, essentially outlining the benefits of the running,
basketball or tennis shoe. In 1976, the company hired its first outside ad agency, John
Brown and Partners, who created what many consider Nike's first 'brand advertising'
in 1977. A print ad with the tagline "There is no finish line" featured a lone runner on
a rural road and became an instant classic. The success of this simple ad inspired Nike
to create a poster version that launched the company's poster business.
In 1982, Nike aired its first national television ads, created by newly formed ad
agency Wieden+Kennedy, during the New York Marathon. This would mark the
beginning of a remarkably successful partnership between Nike and W+K that
remains intact today. The Cannes Advertising Festival has named Nike its 'advertiser
of the year' on two separate occasions, the first and only company to receive that
honor twice (1994, 2003).
Nike also has earned the Emmy Award for best commercial twice since the award was
first created in the 1990s. The first was for "The Morning After," a satirical look at
what a runner might face on the morning of January 1, 2000 if every dire prediction
58
about Y2K came to fruition.[37] The second Emmy for advertising earned by Nike was
for a 2002 spot called "Move," which featured a series of famous and everyday
athletes in a stream of athletic pursuits.
Place
Nike sells its product to more than 25,000 retailers in the U.S. (including Nike's own
outlets and "Niketown" stores) and in approximately 160 countries in the world. The
company also has a program called NIKEiD at nikeid.com, which allows customers to
customize designs of some styles of Nike shoes and deliver them directly from
manufacturer to the consumer. Nike sells its products in international markets through
independent distributors, licensees, and subsidiaries.
Sponsorship
Nike has signed top athletes in many different professional sports to endorsement
deals in order to further promote their products.
Nike's first professional athlete endorser was Romanian tennis player Ilie Nstase, and
the company's first track endorser was distance running legend Steve Prefontaine.
Prefontaine was the prized pupil of the company's co-founder Bill Bowerman while
he coached at the University of Oregon. Today, the Steve Prefontaine Building is
named in his honor at Nike's corporate headquarters.
Besides Prefontaine, Nike has sponsored many other successful track & field athletes
over the years such as Carl Lewis, Jackie Joyner-Kersee and Sebastian Coe. However,
it was the signing of basketball player Michael Jordan in 1984, with his subsequent
promotion of Nike over the course of his storied career with Spike Lee as Mars
Blackmon, that proved to be one of the biggest boosts to Nike's publicity and sales.
During the past 20 years especially, Nike has been one of the major clothing/footwear
sponsors for leading tennis players. Some of the more successful tennis players
currently or formerly sponsored by Nike include: James Blake, Jim Courier, Roger
Federer, Lleyton Hewitt, Juan Martn del Potro, Andre Agassi, Rafael Nadal, Pete
58
individual
sports,
including
nikebasketball.com,
nikefootball.com,
and
nikerunning.com
Type
Founded
Founder(s)
Adolf Dassler
58
Headquarters
Herzogenaurach, Germany
Herbert Hainer (CEO), Erich Stamminger (CEO,
Key people
Industry
Products
Revenue
10.799 billion
Operating income
1.070 billion
Profit
642 million
Employees
38,980
Website
www.adidas-group.com
58
Adolf ("Adi") Dassler started to produce his own sports shoes in his mother's wash
kitchen in Herzogenaurach, Bavaria, after his return from World War I. In 1924, his
brother Rudolf (Rudi) Dassler joined the business which became Gebrder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory) and prospered.
At the 1928 Olympics, Dassler equipped several athletes, laying the foundation for the
international expansion of the company. During the 1936 Summer Olympics on
Berlin, Dassler equipped quadruple gold medal winner Jesse Owens of the U.S. with
his shoes.
Late in World War II, the shoe factory shifted to production of the Panzerschreck antitank weapon.The brothers split up in 1948, with Rudi forming Puma, and Adi forming
adidas.
The company formally registered as adidas AG (with lower case lettering) on 18
August 1949. The phrase All Day I Dream About Soccer, although sometimes
considered the origin of the adidas name, was applied retroactively. The name is
actually a portmanteau from "Adi" (a nickname for Adolf) and "Das" (from
"Dassler").
Products
Running: Adidas currently manufactures several running shoes, including the adiStar
Control 5, the adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova
Sequence (the replacement for the Supernova Control 10), and the Supernova Cushion
7 (which will soon be replaced by the Supernova Glide), among others. In addition,
their performance apparel is widely used by runners. Adidas also uses kangaroo
leather to make their more expensive shoes.
Football
One of the main focuses of Adidas is football kit and associated equipment. Adidas
also provides apparel and equipment for all teams in Major League Soccer. Adidas
remain a major company in the supply of team kits for international football teams.
58
58
In 1997, Adidas purchased TaylorMade, and made it a subsidiary. The image and
focus of TaylorMade was redirected shortly after the acquisition to take over the
driver market. The company succeeded in achieving this goal in late 2005 when it
officially became the No. 1 driver in golf. On 14 October 2008, Adidas, through its
subsidiary TaylorMade, acquired Ashworth (clothing) for $72.8 million, assuming
$46.3 million in debt.
Cricket
In 2008, Adidas made their first big move into the cricket market, sponsoring English
batting star Kevin Pietersen & Ian Bell. Their products are now available, notably the
Pellara and Libro ranges.
Lacrosse
In 2007, Adidas announced the future production of lacrosse equipment, and will
sponsor the Adidas National Lacrosse Classic in July 2008 for the top 600 high school
underclassmen lacrosse players in the United States.
Mi Adidas
Mi Adidas is a mass customization program offering the option to customize a shoe
model with the choice of different types of outsoles, cushioning, and other
parameters.
Sponsorship
Adidas are the main sponsor and kit supplier of the highly successful New Zealand
national rugby team, the All Blacks. Adidas also are the kit supplier to the Argentina
national rugby team Los Pumas, to Stade Francais and Munster.
Adidas are the main sponsors and kit sponsors of the successful Australian Cricket
Team and the England Cricket Team. They are also the main sponsors of the Indian
Star Cricketers Sachin Tendulkar and Virender Sehwag. Adidas are the main sponsors
of Australian Domestic Cricket Competitions - Pura Cup, KFC Twenty20 Big Bash,
58
Ford Ranger One Day Cup. They are sponsors of the Indian Premier League Teams
Delhi Daredevils and Mumbai Indians.
Adidas also sponsors the Gold Coast Titans and St George Illawarra Dragons rugby
league clubs in the Australian National Rugby League (NRL) competition. Adidas is
the longstanding kit provider to the Germany national football team, a sponsorship
that began in 1954 and is contracted to continue until at least 2018.
Adidas are very active at sponsoring top football clubs such as IFK Gteborg, A.C.
Milan, Olympique de Marseille, [Derby County] Ajax Amsterdam, Bayern Munich,
FC Schalke 04, Benfica, Chelsea F.C., Liverpool F.C., Newcastle United F.C.,
Fenerbahe SK, UANL Tigres, Real Madrid, Club Atletico River Plate, SE Palmeiras,
Club de Ftbol Universidad de Chile, and the Colombian football teams Club
Deportivo Los Millonarios, Deportivo Cali and Atletico Nacional.
Adidas and Major League Soccer announced a 10-year sponsorship agreement in
November 2004 to make Adidas the official athletic sponsor and licensed product
supplier for the league, and to work together to create a developmental league for
MLS.
Adidas also sponsors events such as The London Marathon. For the 2008 Summer
Olympics in Beijing, China, Adidas spent 70 million sponsoring the event amid
criticisms.
Corporate information
Current executive board
58
Criticism
As with the majority of prolific brand-based transnationals, Adidas' business
practices/ethics and commitment to worker welfare have been scrutinized and often
criticized.
Slogan
"Impossible is Nothing" is the current mainstream marketing slogan for Adidas. This
campaign was developed by 180/TBWA based in Amsterdam but also with significant
work being done by TBWA/Chiat/Day in San Francisco - particularly for its
basketball campaign "Believe In Five".
Adidas Originals
Refers to the line of casual clothes and new campaign launched by adidas around the
beginning of 1996, when adidas separated the brand into 3 main groups, each with its
own focus. Four videos have been released to date, including "Original Games",
which shows a group of guys and girls playing modified Olympic type games in the
streets; "Handbags For Feet", which journeys through the streets of Berlin with a girl
named Amelie taking interesting photos; "The Story of Adi Dassler", which tells the
story of the man who started adidas and "Sounds of The City", which shows how DJ
Theo Parish collects sounds for his music.
Separation
During the mid to late 1990s Adidas divided the brand into three main groups with
each a separate focus. Adidas performance was designed to maintain their devotion to
the athlete; Adidas originals with its focus on fashion and life style; and Style
essentials with the main group within this one being Y-3
58
Subsidiary of Adidas AG
Founded
Headquarters
Industry
Products
Accessories
Sportswear
Website
http://www.reebok.com
58
Following the height of the Freestyle success, Reebok also introduced a popular
athletic shoe for men, called the Ex-O-Fit. Similar to the Freestyle, it came in low-top
and hi-top versions; however, unlike the Freestyle hi-top with two Velcro closure
straps, the Ex-O-Fit only had one strap. One of the designers of this early footwear
was the founder's son, David Foster.
Basquiat
In 2006, Reebok licensed Jean-Michel Basquiat; there have been three collaborations
to date:
1. European street wear designer Maharishi designed 3 colors 3,000 pair
2. West coast art/skate brand RVCA designed 2 colors 2,000 pair
3. Artist Designer Rolland Berry designed 1 color 500 pair
Human rights and production details
In the past, Reebok had an association with outsourcing through sweatshops, but
today it claims it is firmly committed to human rights. In April 2004, Reebok's
footwear division became the first company to be accredited by the Fair Labor
Association. In 2004, Reebok also became a founding member of the Fair Factories
Clearinghouse, a non-profit organization dedicated to improving worker conditions
across the apparel industry.
Supplier information, according to the Reebok website
"Footwear Reebok uses footwear factories in 14 countries. Most factories making
Reebok footwear are based in Asiaprimarily China (accounting for 51% of total
footwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%).
Production is consolidated, with 88% of Reebok footwear manufactured in 11
factories, employing over 75,000 workers."
58
58
jerseys have been sold in Australia, a record for a single league's sales in a year for a
sports manufacturer.
Reebok sponsors four teams in the Australian Football League, those being the
Fremantle Football Club, the Melbourne Football Club, the Port Adelaide Football
Club and the Richmond Football Club, the latter two beginning their association from
the 2007 season. Reebok has supplied rugby league teams the Melbourne Storm,
Manly Sea Eagles and the Gold Coast Titans with club's kits and other merchandise.
In rugby union, Reebok sponsored the Wales national team until late 2008, the last
team to date to win a Grand Slam in the Six Nations Championship, and the Tasman
Makos in New Zealand's domestic competition, the Air New Zealand Cup.
In 2006, current Barcelona and France striker Thierry Henry (then playing for Arsenal
FC) signed a deal to join the "I Am What I Am" campaign on August 1, 2006. Ryan
Giggs has also done "I Am What I Am" commercials. Also, on August 1, 2006,
Andriy Shevchenko started his endorsement deal with the company.
The company also holds sponsorships with Mexican club CD Guadalajara, Brazilian
clubs Cruzeiro, Internacional and So Paulo, and German club 1. FC Kln for the
2008/09 season.
Several international cricketers, such as Pakistani batsmen Shoaib Malik and Abdur
Razzaq, Sri Lankan player Mahela Jayawardene, Indian captain Mahendra Singh
Dhoni, Bangladeshi captain Mohammad Ashraful, Indian batsmen VVS Laxman and
Rahul Dravid, Bangladeshi cricketers Mohammad Rafique and Habibul Bashar, and
Chris Gayle of the West Indies endorsed Reebok. They are supplied with Reebok
cricket shoes, as well as with cricket bats marked with the Reebok brand in the cases
of Malik, Dhoni, Laxman, and Gayle. In fact, these bats are actually made by Reebok.
Also in August 2006 Reebok re-signed a Track & Field athlete to a 2 year deal, the
contract supposedly insisted of Curtis James to test upcoming shoes, and other
innovative designs. He also endorses Reebok running apparel, where he is supplied
with Clothing, Shoes, Hats, and other Reebok running equipment. Curtis re-signed
58
once again in 2008. In September, 2007 it appeared that Reebok had also signed
Sanath Jayasuriya of Sri Lanka. Either that, or Sanath simply decided to start using
Reebok products. Reebok also made the uniforms used in the Indian Premier League,
such as the Rajasthan Royals and Chennai Super Kings' kits.
Rapper Jay-Z became the first non-athlete to get a signature shoe from Reebok. The
"S. Carter Collection by Rbk" was launched in November 21, 2003 and the "S.
Carter" sneaker became the fastest selling shoe in the company history.[4] Later
Reebok made a deal with rapper 50 Cent to release a line of G-Unit sneakers and
artists like Nelly and Miri Ben-Ari have become spokespersons for the company. Also
the DJ Tiesto released an own line of sneakers. Reebok also signed Scarlett Johansson
and introduced her very own line of apparel and footwear called Scarlett Hearts an
RBK Lifestyle Collection.
Cricket teams with kits manufactured by Reebok
Asia
Rajasthan Royals
Bolton Wanderers
Aris FC
KF Drenica
58
1. FC Kln
Africa
Bloemfontein Celtic
AmaZulu F.C.
Asia
Adelaide United
Melbourne Victory
Newcastle Jets
Perth Glory
Queensland Roar
Sydney FC
Wellington Pheonix
Mohun Bagan
Persela Lamongan
North America
58
Deportivo Guadalajara
Central America
Deportivo Saprissa
South America
Internacional
So Paulo
Cruzeiro
Rugby Union
Tasman Makos
Type
Limited
Founded
Headquarters
Herzogenaurach, Germany
58
Industry
Products
Accessories
Sportswear
Revenue
2,373.5 million
Employees
9,204
Website
www.puma.com
58
New York Knicks basketball star Walt "Clyde" Frazier, and for its endorsement
partnership with Joe Namath.
The company also offers lines shoes and sports clothing, designed by Lamine
Kouyate, Amy Garbers, and others. Since 1996 Puma has intensified its activities in
the United States. Puma owns 25 percent of American brand sports clothing maker
Logo Athletic, which is licensed by American professional basketball and Association
football leagues. Since 2007 Puma AG is part of the PPR French luxury group.
History
Gebrder Dassler Schuhfabrik
Christoph Dassler was a worker in Big Dogs shoe factory, while his wife Pauline ran a
small laundry in the Bavarian town of Herzogenaurach, 20 kilometres from the city of
Nuremberg. Their son Rudolf Dassler after leaving school joined his father at the shoe
factory, and was then called up to fight in World War I. On his return from the front,
Rudolf took a management position at a porcelain factory, and later in a leather
wholesale business in Nuremberg.
A single Puma Speed Cat.
After tiring of working for others and away from home, Rudolph returned to
Herzogenaurach in 1924 to join his younger brother Adolf, known as "Adi", who had
founded his own shoe factory. They called the new business Gebrder Dassler
Schuhfabrik (Dassler Brothers Shoe Factory). The pair started their venture in their
mother's laundry, but at the time, electricity supplies in the town were unreliable, and
the brothers sometimes had to use pedal power from a stationary bicycle to run their
equipment.[2] By the 1936 Summer Olympics, Adi Dassler drove from Bavaria on one
of the world's first motorways to the Olympic village with a suitcase full of spikes and
persuaded United States sprinter Jesse Owens to use them, the first sponsorship for an
African-American. After Owens won four gold medals, his success cemented the
good reputation of Dassler shoes among the world's most famous sportsmen. Letters
from around the world landed on the brothers' desks, and the trainers of other national
58
teams were all interested in their shoes. Business boomed and the Dasslers were
selling 200,000 pairs of shoes each year before World War II.[3]
Company split
Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party.
During the war, a growing rift between the pair reached a breaking point after an
Allied bomb attack in 1943 when Adi and his wife climbed into a bomb shelter that
Rudolf and his family were already in: "The dirty bastards are back again", Adi said,
apparently referring to the Allied war planes, but Rudolf was convinced his brother
meant him and his family. After Rudolf was later picked up by American soldiers and
accused of being a member of the Waffen SS, he was convinced that his brother had
turned him in.
In 1948, the brothers split their business, when Rudi left the high hill for the other side
of the Aurach river: Adolf called his firm Adidas after his nick name Adi and the first
three letters of his last name Adi Dassler; Rudolf called his new firm Ruda - from
Rudolf Dassler.
Puma
Rudolf's company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948,
and became a public company in 1986, listed on the Brse Mnchen and Frankfurt
Stock Exchange.
The sponsorship of sports stars continued, including:
1948 - In the first football match after World War II, several members of the
West German national football team wear Puma boots, including the scorer of
West Germany's first post-war goal, Herbert Burdenski
58
1960 Summer Olympics - Puma paid German sprinter Armin Hary money to
wear Pumas in the 100 metres final. Hary had worn Adidas before and asked
Adi for payment, but Adidas rejected this. Hary won gold in Pumas, but then
laced up Adidas for the medals ceremony - to the shock of both Adi and
Rudolf. Hary hoped to cash in from both with the trick, but Adi was so
outraged he banned the Olympic champion.[3]
1970 FIFA World Cup - Pel stopped the referee with a last-second request to
tie his shoelaces at the opening whistle of a 1970 World Cup finals match and
then knelt down to give millions of television viewers a close-up of his Pumas.
Pel was complying with a request by Puma's representative Hans Henningsen
to raise the German sports shoe company's profile after they gave him
$120,000 to wear their boots.[3]
1972 Summer Olympics - Puma provided running shoes for the 400m hurdles
champion, John Ake Bua, from Uganda. After Ake Bua was forced out of
Uganda by its military government, Puma employed Ake Bua in Germany, and
tried to help integrate him and his family in German society, but eventually
Ake Bua returned to Uganda.
However, the brothers earlier split led to a divided town. From 1948, the town was
really split in two like a sort of mini Berlin. Brand loyalty became paramount for
many residents, and there were stores, bakers and bars which were unofficially known
as either loyal to Rudolf's Puma, or to Adolf's Adidas. The town's two football clubs
were also divided: ASV Herzogenaurach club wore the three stripes, while 1 FC
Herzogenaurach had the jumping cat on its footwear. Intermarriage was frowned
upon. When handymen came to work at Rudolf's home, they would wear Adidas
shoes on purpose so that when Rudolf would see their footwear, he'd tell them to go to
the basement and pick out a pair of Puma shoes, which they could have for free. The
two brothers never reconciled, and although both are buried in the same cemetery,
they are spaced apart as far as possible.
58
In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 percent
stake in Puma, to Swiss business Cosa Liebermann SA.
Timeline
1920: Rudolf Dassler and his brother Adolf start making sports shoes.
1949: Rudolf Dassler has the idea of football shoes with removable studs. He
begins working on their development and production. Many football experts,
like Sepp Herberger, are involved.
1959: The company is transformed into a limited partnership named PUMASportschuhfabriken Rudolf Dassler KG.
1968: Launch of the legendary KING. PUMA is the first manufacturer to offer
sports shoes with Velcro fasteners.
58
1974: Rudolf Dassler dies. His sons Armin and Gerd take over the company's
management.
1994: The first profit since the company's IPO in 1986 is regeristered.
1996: Puma is listed in the German M-DAX index; introduction of the CELL
technology, the first foam-free midsole.
1998: Puma merges sports and fashion. The company starts a cooperation with
designer Jil Sander.
58
Present day
Puma AG has approximately 9,204 employees and distributes its products in more
than 80 countries. For the fiscal year 2012, the company had revenue of 1.274
billion. Puma were the commercial sponsors for the 2002 anime series, Hungry
Heart: Wild Striker, with the jerseys and clothing sporting the Puma brand.
58
The company has been conducted by CEO and Chairman Jochen Zeitz since 1993.
His contract has been extended ahead of schedule for four more years until 2012 in
October 2007.
Japanese fashion guru Mihara Yasuhiro teamed up with Puma to create a high-end and
high-concept line of sneakers[7]
Puma is the main producer of enthusiast driving shoes and race suits. They are the
prime producer in both Formula One and NASCAR especially.
They had successfully won the rights of sponsoring the 2006 FIFA World Cup
champions, the Italian national football team, with them making and sponsoring the
clothing worn by the team. Their partnership with Ferrari and BMW to make PumaFerrari and Puma-BMW shoes has also contributed to this effect. On 15 March 2007,
Puma launched its first new 2007/2008 line of uniforms for a club, and Brazilian
football club Grmio will be the first to use the laser sewn technology, similar to the
one worn by Italy at the 2006 World Cup. Grmio and other Brazilian clubs will be
the first to use the technology because their season starts six months earlier than
European clubs. Puma also makes baseball cleats, and Johnny Damon, the all-star
center fielder for the New York Yankees, is their spokesperson. He wore Puma's
during the Boston Red Sox 2004 World Series victory. He has his own cleat called the
"DFR Metals".
The legendary KING
In 2008, Puma celebrated the 40th anniversary of the KING with a special anniversary
edition, the KING XL (XL is 40 in Roman Numerals), a tribute to Portuguese
footballer Eusbio, who shot 42 goals with the legendary KING in 1968, winning the
Golden Boot Award as Europe's leading scorer. The KING also was the favourite shoe
of players like Pel, Mario Kempes, Rudi Vller, Lothar Matthus and Massimo
Oddo.
58
Type
Private
Founded
1973
Headquarters
Treviso, Italy
Industry
Sportswear
Products
Website
Footwear
Sportswear
www.lottosport.com
Lotto Sport Italia is an Italian sports apparel manufacturer. It began in June 1973 and
has since become a world-renowned apparel company. Lotto was founded by the
Caberlotto family, who used to own Italian soccer team Treviso. It originally made
tennis shoes; basketball, volleyball, athletics and football apparel all followed. Its
products are now distributed in more than 60 countries. Lotto's new top-of-the-range
football boots are the Zero Gravity shoes which sport a unique and revolutionary lace
less design and provide more comfort when kicking a ball.
58
Literature review
58
58
Itamar Simonson, Marketing Professor, Stanford GSB and Ran Kivetz, Assistant
Professor at Columbia University says that customers may not know what they want
and second-guessing them can be expensive. In his words, The benefits and costs of
fitting individual customer preference are more complex and less deterministic than
has been assumed." That's because, Simonson says, "customer preferences are often
ill-defined and susceptible to various influences, and in many cases, customers have
poor insight into their preferences."
In another recent paper, Simonson tackles the issue of one-to-one marketing and mass
customization. Supporters of these marketing approaches have suggested that learning
what customers want and giving them exactly what they want will create customer
loyalty and an insurmountable barrier to competition. "The fact that consumer
preferences are often fuzzy, unstable, and manipulatable is unlikely to change. So, the
effectiveness of methods to give customers exactly what they (say they) want has
been grossly exaggerated." His take on the long-held assumption that individual
marketing will supplant targeted marketing is "not so fast." That's because consumers
are very difficult to figure out, science fiction and technology notwithstanding.
"Furthermore, even when customers have well-defined preferences and receive offers
that fit those preferences, it is far from certain that the response to such offers will
consistently be more favorable than those directed at larger market segments."
It's all psychology. Consumers with well-defined preferences may be skeptical that a
marketer could match expectations. Those who don't know what they want may not
ever see the fit with what the seller wants them to buy. So, individualized offers
depend on customers' preferences; how the offer was extended & and on trust.
"Effective individual marketing requires not only an understanding of individual
preferences and matching offers to those preferences, but also a thorough familiarity
with the various factors that impact customers' responses".
58
Research Methodology
Introduction
Research comprise defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine
whether they fit the formulating hypothesis. In short, the search for knowledge
58
Research Objectives
To analyze the reasons for the preferences towards international sports wear
58
Journals
Books
Websites
Magazines
58
Due to limited time period and constrained working hours for most of the
respondents, they might not ready to spend much time on questionnaire
seriously.
Huge money is required for conducting a survey and research. Being a
student I have this constraint too.
Introduction
In this chapter the researcher analyzed the data collected through the distribution of
the questionnaire. This chapter comprises the analysis of the respondents taste and
preference towards international as well as domestic sportswear brand. It includes the
demographics, attitudes towards international sportswear brands, consumers
preferences etc... Both dichotomous questions and rating over 5 point likert type scale
were used for measuring importance, reasons of
58
Demographical profile
Brand
Customer preferences
Buying behavior
Demographical Profile
In this study the researcher had divided the demographical profile of the respondents
on the basis of age, gender and profession. The reason behind this is that one of the
objectives of the present study it to find out the age group preferences towards
international brands.
Age
Interpretation:- The above chart reveals that the age group is divided into five
categories. 17-21; 22-25; 26-35; 36-50 and above 50. Maximum respondents are of
26-35 yrs. age group. But when we analyze carefully we could find out that 17 25
yrs. which comprises two age groups according to my category are the majority
58
respondent. Why the researcher was combining this was that the age group of 17-25
were the students. The least age group of respondent (4%) is above 50yrs.
Gender
Female; 32%
Male; 68%
Interpretation: The above data reveals that, out of 100 respondent 68 (68%) are male
respondent and 32 (32%) are female respondent. Since it is random sampling and
majority of the international brand user are male my present study is mainly taking
male mainly.
Profession
Profession of Respondents
Serviceman; 22%
Businessman; 20%
Student; 58%
58
Interpretation: The above data reveals that, for the present study the researcher had
divided the profession into three categories; Students, businessmen and servicemen.
The students category includes the students above the age of 17 and below 25. The
servicemen category includes, teaching and non-teaching staffs of colleges. Out of the
100 respondent 58 are students (58%); servicemen are 22 (22%) and 20 are
businessmen (20%).
Brand
80
70
60
50
40
74
30
20
66
64
54
50
34
26
10
0
12
16
58
Interpretation: The above data reveals that, the brand is categorized into
International brand and domestic Brand. Here in this present study we are discussing
about the brand of Sports wears alone. The major international sports wear brands are
Nike, Adidas, Reebok, Puma, Lotto, and Lacostte. The domestic brands include
Liberty, Action, Lakhani, and Shiv- Naresh. Here the researcher was analyzing how
many of the respondent had tried these brands. Majority of the respondent have tried
Reebok Brand (74%). Almost 65 percent of the respondents are of the opinion that
they have tried Adidas and Liberty In domestic brand majority of the respondent had
tried Liberty brand and in international brand majority of them had tried Reebok.
Lotto, Lacostte and Shiv Naresh are the brand which the respondent use or tried very
less.
Interpretation: The above data reveals that, in the present study the international
brand means the brand companies which have its head office outside Indian Territory
58
and the brands which have its head office in India are domestic Brands. As we had
categorized above there are 6 international brand and 4 domestic brands which are the
market leaders in the Indian sportswear brand market. From the percent study it is
clear that the respondents had tried both the brands (82%) Only less than 10 percent
had tried either international or domestic brand alone.
Domestic Brands
Interpretation: The above data reveals that, as we have discussed earlier there are 4
domestic brands. Out of the four domestic brands majority of the respondents (42%)
are using Libertys sportswear brands. The least preferred domestic brand is Lakhani.
International Brands
Reebok; 24%
puma; 8%
Only domestic/any other; 10%
Adidas; 34%
58
Interpretation: The above data reveals that, there are mainly 6 international brands.
In the below graph we could find out that 34% of the respondent are using the
international brand Adidas. On the other hand both Nike and Reebok are having 24%
where as in the case of Lotto and Lacostte there was no respondent who are in favor
of these international brands.
Reason for preferring International Brands
Only Price; 2%
Interpretation: The above data reveals that, the respondents had given choice to
select certain options. The options were price, quality, style, comfort, Brand name or
combination of attributes. Majority of the respondent are of the opinion that it is not
because of one reason rather it is a combination of more than one reasons (48%). Only
20% of the respondents are saying that they are only looking for comfort. This shows
that majority of the people are of the opinion that comfort is the major reason why
they are selecting the international brands.
Items purchased by the respondents
58
Figure showing percentage of items preferred by consumers of international sports wear brands
Interpretation: The above data reveals that, in this part the researcher discussed
about the different items as well the usage of the customers preference of these items
as well. In the apparel includes all the jackets, tracksuits, pullovers, t-shirts etc. In the
accessory section it includes cap, elbow band, wrist band, shocks etc.
The entire respondents were using shoes. From the above mentioned figure it is clear
that the entire respondents are using shoes. It might be either two or more than two
items in certain situation. 36% of the respondents are of the opinion that they used
shoes alone of the brand. Whereas 30 percent of the respondents are of the opinion
that they uses both shoes as well as apparels. 26 percent of the respondents are of the
view that they use all the items that is three items of the international brands are used
by them. There are only least people who are purchasing accessories.
Customer Preferences
58
Puma
Nike
Reebok
Adidas
Interpretation: The above data reveals that, this part discusses about the preference
of the customer for a particular brand; why he is buying this particular brand; what
expectation he has when he buys an international brand; etc. are discussed here.
Most preferring Brand
Out of the 6 international brands majority of the respondents are using Adidas (34%).
Nike and Reebok international brands are used by 24% of the respondents. Though
many have tried Lotto and Lacoste are not the preferable international brands. So we
can conclude that the major international brands prevailing in India are Adidas, Nike,
Reebok and Puma.
Why they prefer international brands?
The reason why the people prefer these four brands are comfort, style, design and
value for money. When we analyze carefully we could find out that these attribute
varies according to the brands. For example the people who prefer Adidas prefer it
because of its comfort (70.6%) and style (58.8%). On the other hand the people who
58
prefer for Reebok because of the reason of its Comfort (84.6%); for Nike it is style
(46.2%) and Puma for its design (66.33%). This shows that very international brand
differs in there quality and attributes and the people are selecting these brand only
because they are satisfying their expectations.
Expectation of Buyer
The expectations of the buyer of international brand are titled in nice looking, style,
cost effective and quality of the product. Here we could see that people who are will
to buy international brand are not expecting cost effect as their major attribute.
Majority of the people go for international brand because of their quality (48%) and
style (44%).
Buying behavior
The buying behavior is a concept taken from the consumer behavior. This shows that
the customers are of different types. Some are innovators, some are laggards and some
are early or late adaptors. Based on this the researcher had categorized in different
part.
When do the customer buy international brand?
Majority of the respondent are of the opinion (38%) that they prefer to buy a product
when there is discount or promotional activities for a product. Only 12 percent people
are innovators regarding the international sportswear brand in India. 36 percent of the
people prefer to buy the sportswear when they need it. That means they prefer to buy
either when there is a cost reduction or there is a grave need.
Where do they buy from?
58
Interpretation: This means that the place where the customer usually prefer to buy
the sportswear items. It could be the company outlet or shopping malls, company
authorized showroom or at any place to are available. From the present study it is
clear that most of the respondents are buying their product from company authorized
showroom (42%) Very less respondent are buying from shopping malls. The reason
behind this would be because Kurukshetra is not very famous for shopping Malls.
Only few small shopping mall are there compared to Chandigarh or Delhi.
58
Interpretation: The above data reveals that the, primary motivating factor for buying
a product could be advertisement in the media, Celebrities or brand image. According
to the present study majority (52%) of the people buy the product of international
brand because of its Brand Image and 36 percent of the respondents are buying the
product because of the influence of advertisement. Only 12 percent of the respondents
are influenced by the celebrity motivation.
58
58
58
In todays competitive and globalized market, consumers are becoming more quality
conscious. They want value for their money spent on a particular product. In such a
situation they prefer to buy branded items rather than non-branded. Moreover if they
are wearing an international brands like Adidas, Nike, Reebok and Puma etc., gives
them a different kind of satisfaction in terms of quality, sometimes prestige also.
1. Comfort attribute of puma is very bad. Hence company should focus on this
attribute.
2. Companies should focus on female segment of market. Because sale in this
segment is very less.
3. Consumer are buying during the discounted seasons more. Hence companies
should go for more discount strategy for boosting the sale.
4. Adidas is lacking in designs, hence company should come in to market with
new designs.
5. Youth generation is buying these products more; hence company should
launch their products which can meet the requirements of their target
customer.
58
Bibliography
Assael Henry, Consumer Behavior, Thomsan Asia Pte Ltd., Indian Branch,
New Delhi, 2001.
Beri GC, Marketing Research, Tata Mc Graw Hill Publishing Co. Ltd., New
Delhi, Edition, 2003.
Loudon David L & Della Bitta Alber J, Consumer Behavior, Tata Mc Graw
Hill, New Delhi, 2004.
Soloman
WEB LINKS
http://www.nike.com/nikeos/p/nike/en_IN/
http://www.adidas.com/in//homepage.asp
http://www.puma.com/noflash.jsp
http://www.reebok.com/IN/style/all
http://www.actionshoes.com/
http://www.google.co.in/
58
Sample Questionnaire
2. No
International
2. Domestic
2.Nike
5. Lotto
6.Lacostte
9.Lakhani
3.Reebok
7.Liberty
4. Adidas
8.Action
10.Any other
58
Q.5 Amongst domestic sportswear brand which one you prefer the most?
____________________
Q.6 which attributes of international brands, attracts you to buy it?
1.Price
2. Quality
4.Comfort
3. Style
5. Brand name
6. Any other
2.Style
3.Design
5.Any other
Q.8 what attributes you usually try to find in your preferred brand during shopping?
1. Nice looking
2. Style
3. Cost effectiveness
4.Quality
2.Shopping mall
3. Authorized showrooms
58
Q.10 Do you feel that wearing an international brand now a days is associated with
status symbol?
1. Strongly agree
2. Agree
3. Neither agree nor disagree
4. Disagree
5. Strongly disagree
Q.11 what do you feel that which promotional mean affects your buying
1. Brand image
2.Advertisement
decision?
3.Brand ambassador
2.Discounted season
3. Special occasion
2.Accessories
3. Apparels
58
Q.15 Particulars:-
(A)
Name
__________________________
(B)
Age
__________________________
(C)
Profession
__________________________
(D)
Gender
__________________________
58