CHAPTER : 1

INTRODUTION

1
EXECUTIVE SUMMERY

This project takes a look in various kinds of Merchandising activities, market

share of different shoes and various sales promotion schemes, which are
followed in the shoe industry. The three major players i.e. Reebok, Nike and
Adidas dominate the sports shoe industry in India. India is one of few
battlegrounds in the world where there is neck-to-neck competition between the
three. The companies claim to be in number one sport coating the data produced
by two different marketing research companies. In the 1980s, Adidas sneakers
became popular amongst teenagers and young men.

The Adidas sneakers were popularized by the Run DMC song “My Adidas” and
became a huge fashion trend. The Tapie affair of the company as presented by
its official web site is incomplete, perhaps because it is indirectly linked to
financial scandals. After a period of serious trouble. The death of Adolf
Dassler’s son Horst Dassler in 1987, the company was bought in 1990 by
Bernard Tapie, for 1.6 billion French francs ($320million), which Tapie
borrowed. Tapie was at the time a famous specialist of rescuing bankrupt
companies, a business on which hebuilt his fortune. Nike is the world’s 1
manufacturer and marketer of athletic footwear and apparel. Almost out of the
blue, the company established itself as one of the world’s most familiar brands
during the 1980s and 1990s.As familiar as a coke bottle or Big Mac, the Nike
“swoosh” logo came to symbolize not just sports culture, but street culture, as
the appeal of the star players who endorsed the brand was carried onto city
streets. The approach of the new century set Nike new problems.

Trainers went out of fashion, economic slowdown and labor problems hit Asian
performance. But the group has bounced back, retaining its iron grip on the
sporting apparel sector and still undisputed lender in sports-oriented street wear.
Reebok is the world’s third- largest maker of sneakers, athletic shoes and sport
apparel. Goods are sold under the brands Reebok, Rockport and Greg Norman
Collection. Reebok is also the official outfitter of the NFL and has an exclusive
deal to supply NBA jerseys beginning the season Reebok announced in July it
will merge with German Sporting apparel company adidas-saloman in a deal
valued at 3.8 billion.

ADIDAS INTRODUCTION
2
Adidas was formed by German sports apparel by the founder Adi Dassler
during the 1920’s. “For over 80 years, Adidas has been part of the world of
sports on every level, delivering state-of-the-art sports footwear, apparel and
accessories. Today, Adidas is a global leader not only in the shoe industry, but
also in the sporting goods industry. Shoes from the Adidas are available in
virtually every country of the world. .Besides sports footwear, the company also
produces other products such as bags, shirts, watches, eyewear and other sports
and clothing-related goods. The company is the largest sports wear
manufacturer in Europe and the second biggest sportswear manufacturer in the
world, after its American rival Nike. The company’s clothing and shoe design
typically involve three parallel stripes of the same color and the same motive is
incorporated into Adidas’ official logos. 

It is the holding company for the Adidas Group, which consists of the

Reebok sportswear company, Taylor Made-Adidas golf company
(including Ashworth ), and Rockport. Besides sports footwear, Adidas also
produces other products such as bags, shirts, watches, eyewear, and other
sports- and clothing-related goods. Adidas is the
largest sportswear manufacturer in Germany and Europe and the second biggest
sportswear manufacturer in the world.

Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder
Dassler Schuhfabrik between him and his older brother Rudolf. Rudolf later
established Puma, which was the early rival of Adidas. Registered in 1949,
Adidas is currently based in Herzogenaurach, Germany. Puma is also based
in Herzogenaurach.

The company's clothing and shoe designs typically feature three parallel bars,
and the same motif is incorporated into Adidas's current official logo. The
company revenue for 2010 was listed at €11.99 billion.

Activities of the company and its subsidiaries are directed from Adidas-
Salomon AGs headquarters in Herzogenaurach, Germany. Products: Adidas -
footwear, apparel, and hardware such as bags and balls. Salomon - Winter
sports incl. skis, snowboards, snowblades, skiboots and bindings, inline skates,
hiking, apparel. Mavic –Cycle components, Bonfire - Snowboard apparel. Arc
Teryx - Outdoor apparel, climbing equipment, Cliché - Skateboard equipment,
footwear and apparel, Taylor Made-Adidas Golf - Golf equipment, golf apparel,
golf shoes and finally, Maxfli - Golf balls, irons and accessories.
HISTORY
3
The history of Adidas is one of consistently meeting  the evolving needs of the
athlete. Focusing more on function and less on fashion, Adidas strives to
provide athletes with shoes that can make a noticeable difference in their
performance. Meeting athlete needs is what makes Adidas the best. The
company Adidas was founded18. in the early 1920s as Gebruder Dassler
Schuhfabrik, in Herzogenaurach in Germany. Adolf Dassler designed a pair of
sport shoes in 1925 and few years later he and his brother Rudolph were selling
special shoes for tennis players and began design specific shoes for different
sports. The family company split in 1948. After the split, Adolf (Adi) Dassler
founded Adidas and his brother Rudolph founded Puma. The three-stripe logo
was designed in 1941 by Adi Dassler and he registered it as a trademark for
Adidas after the split. The strength of Adidas was its product innovation. Adi
Dassler registered more than seven hundred patents. Adidas began selling its
shoes in the United States after 1968 and in few years the company dominated
the American market. The most important marketing breakthrough was the
active promotion of global sporting events, especially the Olympics. The
connection of Adidas to the Olympics has a rich heritage. At the 1972Olympic
game in Munich, every official wore Adidas. Adidas has 107 subsidiaries in 20
countries, and exports to 160 countries.

MISSION AND VISION

4
 VISION  :

To nurture a financially strong, growth oriented group through leadership and

innovation and to widen future options by entering newly emerging industries
where the potential seems enormous. We as a group shall continue to seek
opportunities where we can leverage our resources.

MISSION :

Mission at action group them mission is to work together, respecting each other,
our skills and knowledge to:-

 Build higher quality of products and services Continually strive to enhance

customer satisfaction. Improve customer retention and loyalty. Gain a
competitive advantage and larger market share.

 Elimination of scrap, waste, defects and errors. To create a great place to work.
Be welcomed in the communities in which we operate.

VALUES :

How we accomplish our mission is as important as the mission it self.

Fundamental to the success for the company are these basic values. Teamwork
Learning and Innovation Energy and Passion Employee involvement in process
improvement. Integrity and accountability.

5
OBJECTIVES
Adidas' main objective is to become the best sports brand in the world. The
company aims to be a leader in developing the sports industry, and also set high
standards for other similar companies. Adidas also aims to help athletes perform
at their highest level, and make innovative products modelled on the athlete's
needs.

Objectives are extremely important in managing a business because it gives the

business a roadmap of what to do and it unites the staff and workers of the
company because everyone has a common goal. Within Adidas, cooperation is a
important factor because products that are made aren’t created by one person
but by many in a team. There are many executives within Adidas that possibly
have their own mindset of what to do.

By implementing objectives within Adidas, different departments of Adidas

will be able to strive for the same goals so there will not be confusion within the
company. The growth of the Adidas Group largely depends on the objectives
that they implement because without the objectives there wouldn’t be any drive
for improvement and everything would always be the same. Objectives are the
drives, unifications and the key to Adidas Group.

STANDING POSITION OF COMPANY

All main locations

6
adidas Group Headquarters
adidas AG
Adi-Dassler-Strasse 1
D-91074 Herzogenaurach
Germany
Phone:+49 (0) 9132 84-0
Fax:+49 (0) 9132 84-2241

adidas International Marketing

adidas International Marketing B.V.
Atlas Complex, Africa Building
Hoogoorddreef 9a
1101 BA Amsterdam Z-O
The Netherlands
Phone:+31 (0) 20 573 4573
Fax:+31 (0) 20 573 4586

Reebok Europe
Reebok Europe B.V.
Atlas Complex, Africa Building
Hoogoorddreef 9a
1101 BA Amsterdam Z-O
The Netherlands
Phone:+31 (0) 20 573 4573
Fax:+31 (0) 20 573 4586

TaylorMade-adidas Golf
Taylor Made Golf Company, Inc.
5545 Fermi Court
Carlsbad, CA 92008
USA
Phone:+1 760 918 6000
Fax:+1 760 918 6014

7
 adidas Sourcing
adidas Sourcing Limited
10/F, 21-22/F, Suites 1407-1470
Cityplaza Four
12 Taikoo Wan Road
Taikoo Shing, Island East
Hong Kong
Phone:+852 2149 3888
Fax:+852 2149 3898
adidas Latin America
adidas Latin America, S.A.
Business Park
Ave. Principal y Ave. La Rotonda
Torre Sur - 4to Piso
Costa del Este
Panamá, Republic of Panamá

MARKET POSITIONING

Action has consistently used "COMPLETE FAMILY FOOTWEAR"

positioning and continues to use it. The company virtually makes shoes for the
entire family- more precisely-for everyone- for all occasions.

COMPANY’S LOCATION IN INDIA :

Action is headquartered in Delhi, supported by multiple manufacturing and

development units in rest of the states like –

 Haryana
 Himachal Pradesh and
 Daman etc.

BRAND VALUE

BRAND VALUE AND STRATEGY OF ADIDAS:

Brand value and strategy of Adidas Ag, a leading producer of sports apparel. In
2006, Adidas owned another big brand Reebok for more than3.5 million dollars.

8
The brand value of Adidas Ag, the leading leisure wear, sports footwear and
equipment producer across the globe is currently almost 2748 million dollars.
The company’s brand name is Adidas and it is displayed with a trefoil logo.
This logo, a very popular one, is a signature of Adidas brand. It had been
launched in 1972.The new Adidas logo, three stripes running across its several
products, was introduced in 1991.In 2006, Adidas acquired the Reebok brand
for 3.8 million dollars. In 2007, Adidas repositioned its Reebok brand to attract
the consumers of athletics apparel. Moreover, the company adopted several
plans to expand its brand name. Adidas has given lot of emphasis on
advertising. The strong brand management has successfully branded the
company over the world. Adidas has introduced several market campaigning
ideas, for example, the "Run Easy" campaign for the Reebok brand. After
acquisition, the main challenge was to avoid the competition between the past
two rival brands, Reebok, the producer of athletics sneaker, and Adidas. But
Reeboks brand managers have not only successfully done that but also they
increased the brand value of both Reebok and Adidas.

CHAPTER :2
Objectives of the study

9
 The purpose of this study is to get familiarized with the Indian Adidas
company and its marketing to International markets. In order to
accomplish this objective, the present dissertation covers the following
objectives:
 
 To highlight the present Market Scenario of India Adidas company.

 To examine the prospects of India Adidas company in the International

Market

 To identify the problems of India Adidas company Export to the

International Market.

 To know the scenario of Adidas Market. To recommend some corrective

measures to resolve the problems.

 To create harmony and enhancing growth and profitability of the adidas

company by 2025.

 To know the personal views of the people regarding various brands.

 To study which brand is mostly preferred by people as per their choices.

 Comparison between various brands.

 . Find out factors influencing the people at the time of purchasing goods such as
Quality, Durability, Variety, Price, And Use in Sport s.

CHAPTER :3
Research methodology
Research methodology is a way to systematically solve the research problem,
it not only takes the research methods but also consider the logic behind the
methods. The study of research methodology for developing the project gives

10
us the necessary training in gathering materials and arranging them,
participation in the field work when required, and provides training in
techniques for the collection of data appropriate to particular problems.

RESEARCH PROBLEMS :- Consumer’s preference about different

branded and non branded products.

RESEARCH METHODOLOGY:- Exploratory method.

SAMPLING PLAN:-

a) sample methods:- Random simple sampling

b) sample size:- 5

SAMPLE:- While deciding about the sample of research, it is required

from the Researcher’s point to pay attention to these under mentioned points:

a) Sample Units: A decision has to be taken concerning a sampling unit

before selecting a sample, sampling unit may be a geographical one such as
state, district, village etc. so in this research sampling unit is Ludhiana area.

b) Source of Data: Data required for the study was collected through
primary sources i.e. market survey.

c) Sampling Size: This refers to the no. of items to be selected from the
universe to constitute a sample. This is a major problem before the
researcher. The size of sample should neither be excessively large not too
small, it should be optimum. This size of population must be kept in view for
this also limits the sample size. Sample size in this research is 50.

INSTRUMENTS USED: Primary data collected through sample survey

from the selected elements in malls and super markets. So for this purpose I
have most popular tool of primary data collection through direct
communication with respondents. The tools I used are questionnaire.

method of data collection Actual data is of two kinds which are following-

11
a) Primary Data: primary data are those, which are afresh and for the first
time and this happen to be original in character.

b) Secondary Data: secondary data are those data which have already been
collected by someone else and which have already been used as per required.

There are basically 2 sources to collect secondary data:

a) Internally: provided by company/organization

b) Externally: various publication of central, state and local government.

Books, magazines, newspapers Internet After only keeping in mind one can
think about what type of data has to be collected during research as our
research is concerned I have together primary data for customer preference.

RESEARCH INSTRUMENTS:

questionnaire design:
As the questionnaire is self administrated one, the survey is kept self
administered one, the survey is kept simple and user friendly. Words used in
questionnaire are readily understandable to allrespondent.I have made the
questionnaire in which questions are according to theresearch and these are
convenience for the respondent.

CHAPTER:4
Overview brand

12
A group of individuals had a vision that interactive software had the potential to
become a new form of art that surpasses all the traditional medias. In 1982,
Electronic Arts was found based on the heated passion of those individuals for
creating games. 30 years later, Electronic Arts has become one of the world
leading developers and publishers of interactive entertainment software.
Although a long period of time has passed, the tradition at EA still holds true, to
develop and deliver a rich and diverse range of products for our consumers.
Video games were once considered a passing trend, but has now captivated
lives of countless young men and women and has gained the respect of many.
Once a distant vision has now become reality. We at EA Games will-Challenge
Everything.

CHAPTER :5
Consumer behavior

13
All companies concentrate on customers satisfaction for making long relation
with there customer and make a loyal customer to their brands. By the better
understand to customer behavior company can make the profit.
Consumer behavior is defined as the behavior that consumers display in
searching for, purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs.

 Targeting the youth.

 The consumer is from upper middle class.
 The consumer is working and love sports.
 The consumer is fashionable and stylish.

The study of the processes involved when individuals or groups select,

purchase, use, or dispose of products, services ideas, or experiences to satisfy
needs and desires

Personality

Personality can be described and the psychological characteristics that both

determine and reflect how person responds to his or her environment.

Perception

Perception is defined as the process by which an individual selects, organizes,

and interprets stimuli into a meaningful and coherent picture of the world.

Consumer learning

Consumer learning is the process by which individuals acquire the purchase and

consumption knowledge and experience they apply to future related behavior.

14
Adopters of products have moved through the following five stages.

1.AWARENESS: the consumer becomes aware of the innovation but lacks

information about it.

2.INTEREST: the consumer stimulated to see the information about the

innovation.

3.EVALUATION: The Consumer considers whether to try the

innovation or not.

4.TRIAL: The consumer tries the innovation to improve his es timate

of its value.

5. ADOPTION: the consumer decides to make full and regular use of

innovation.

MAIN FOCUS:
CHAPTER :6
Product profile
PRODUCT LINE
15
Footwear

Clothing

Accessories Running footbal

basketball

training apparel

RUNNING

Adidas currently manufactures several running

shoes, including the adiStar Salvation 3, the
adiStar Ride 3 (the replacement for the adiStar
Cushion 6), the Supernova Sequence 4 (the
replacement for the Supernova Control 10), and
the Supernova Glide 3, among others. [dated info] In
addition, their performance clothing 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 remain a major
company in the supply of team kits for international
football teams.

16
 Adidas also makes referee kits that are used in international competition
and by many countries and leagues in the world. The company has been an
innovator in the area of footwear for the sport, with notable examples including
the 1979 release of the Copa Mundial moulded boot used for matches on firm
dry pitches. It holds the accolade of the best selling boot of all time. The soft-
ground equivalent was named World Cup and it too remains on the market,
timeless and iconic.

Jabulani

Adidas also introduced another new

ball for the 2010 World
Cup.The Jabulani ball was designed
and developed by Lough borough
University in conjunction with Chelsea
FC. It received much criticism from
players, managers and pundits for
being too hard to control.

Golf
Adidas Golf sells clothing, footwear, and accessories for men, women, and
youth. Men's equipment includes footwear, shirts, shorts, pants, outerwear, base
layer and eyewear. Women's equipment includes footwear, shirts, shorts, skirts,
pants, outerwear, base layers, and eyewear. Youth equipment includes both
boys and girls footwear, clothing, and eyewear.

Tennis

17
Adidas has sponsored tennis players and recently introduced a new line of
tennis racquets. While the Feather is made for the "regular player", and the
Response for the "club player", Adidas targets the "tournament player" with the
12.2 oz Barricade tour model.

Cricket

Indian cricketer Sachin Tendulkar, batting with his personalized Adidas Bat.

In the 1990s, Adidas signed world's iconic batsman Sachin Tendulkar of India
and made shoes for him. Tendulkar still wears Adidas shoes while playing
matches. Since 2008, Adidas has sponsored the cricket bat used by Sachin
Tendulkar. It created a new bat, 'Adidas MasterBlaster Elite', personalized for
him.
Basketball

Adidas has been a longtime basketball shoe manufacturer and is one of the
leading basketball brands in the world. They are most famous for their late

18
1960s iconic Superstar and Pro Model shoes, affectionately known as
"shelltops" for their stylized hard rubber toe box. These were made very popular
in the 1980s hip hop streetwear scene alongside Adidas's stripe-sided polyester
suits.
Adidas is also the current outfitter of all 30 franchises in the National Basketball
Association (replacing the Reebok brand after the merger) and sponsors
numerous players past and present like Kareem Abdul-Jabbar and Tracy
McGrady etc.

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.[31]

Rugby

All Blacks rugby jersey

Adidas makes rugby balls and other rugby gear. They are the current kit and
ball supplier to the New Zealand All Blacks, Irish Munster Rugby, the French
National Team Les Bleus, the Italian national rugby team and the South
African Stormers and Western Provincerugby union teams among others.
Adidas is also the New Zealand Rugby Union clothing sponsor and supplies
clothing to all Super Rugby franchises, a selection of domestic teams and
national referees. Adidas are also the official match ball supplier to
the Heineken Cup.
Gymnastics
Since 2000, Adidas has provided men's and women's gymnastics wear for Team
USA, through USA Gymnastics. In 2006, Adidas gymnastics leotards for
women and Adidas men's competition shirts, gymnastics pants and gymnastics

19
shorts have been available in the USA, with seasonal leotards offered for
Spring, Summer, Fall and Holidays. Starting in Spring 2013, Adidas gymnastics
products will be available worldwide through Elegant Sports.
Skate boarding
Adidas SB (Skateboarding) are shoes made specifically for skateboarding.
Many of the shoes Adidas previously made were redesigned for skateboarding.
Adidas Skateboarding also has a skateboarding team. The team consists
of: Mark Gonzales, Dennis Busenitz, Tim O'Connor, Silas Baxter-Neal, Pete
Eldridge, Benny Fairfax, Lucas Puig, Nester Judkins, Lem Villemin,Vince Del
Valle, and Jake Brown.
Baseball
Adidas has also provided baseball equipment and sponsors numerous players
of Major League Baseball and Nippon Professional Baseball in Japan.
From 1997 to 2008, Adidas sponsored New York Yankees.
In Japan, Adidas is the official apparel sponsor for the teams Yomiuri
Giants and Waseda University.
Field Hockey
Adidas has provided Hockey equipment's and sponsors numerous players of
Germany, England, Netherlands, Australia, Spain and Belgium. They also
sponsor Reading Hockey Club, Beeston Hockey Club and East Grinstead
Hockey Club.
Adidas Fresh Impact – Limited Edition

Accessories
Adidas also designs and makes slide-style sandals, watches, eyewear,
bags, baseball caps, and socks. As well, Adidas has a branded range of male and
female deodorants, perfumes, aftershave and lotions.

20
Adissage
Adissage is also a uni-sex slide-style sandal.
Available in black, navy, light blue, black
with pink, and other assorted colors, the
sandal has the trademarked three stripes on
a velcro strap toward the front of the shoe.
On the side of the shoe, toward the heel on
either side, the manufacturer's name appears,
as well as on a round emblem in the actual
heel of the footbed. Like the Santiossage,
there are tiny black massage nubs throughout
the foot-bed for the purpose of massaging
foot aches after sport, although popular as a
casual sandal amongst non-athletes as well.

A pair of Adissage

Other sandal brands

 Lulouma
 Commoda (by Stella McCartney)
 Mungo
 Woodilette

CHAPTER :7
Marketing strategy
21
 ADIDAS STRATEGIES Focus on the global major and sport lifestyle markets
“Impossible is Nothing” Women’s market Position as “Premium Brand” Three
different categories of adidas strategies:

 adidas products divisions,

 distribution
 pricing strategies and
 promotion

MARKETING MIX ( 4P’S )

 PRODUCTS STRATEGY

The core benefit is to satisfy consumers’ needs or want. Caters for different
needs and wants of consumer Uphold its brand by constantly upgrading and
improving products’ innovative features and quality to satisfy its customers.
Today, Adidas has established itself as a strong brand for sports apparels.

 PRICE STRATEGY

Adidas is a shopping product Able to penetrate the market as it is cheaper than

its competitors Uses market skimming e.g white T-mac 4 shoes is being charged
at a higher price than the other colour of the same version.

 PROMOTION STRATEGY

Promotion objective Become the no. 1 brand Distributing some of the in the
world. Promotion mix advertising commonly through the mass media. Through
the use of the internet Point of Sale ‘Impossible is Nothing’ campaign.

 PLACE STRATEGY

Adidas products to the various sporting Outlets e.g Royal Sporting House,
World of Sports, Sports link Adidas Outlets Online purchasing through the
internet.
GROUP STRATEGY
The adidas Group strives to be the global leader in the sporting goods industry
with brands built upon a passion for sports and a sporting life style Inspired by

22
 our heritage, we know that a profound understanding of the consumer and
customer is essential to achieving this goal. ...

 Creating long-term shareholder value

Creating long-term value for our shareholders through significant operating
cash flow generation drives our overall decision-making process. ...

 Diverse brand portfolio

Consumers want choice. Whether it is the athlete looking for the best possible
equipment, or the casual consumer searching for the next fashion trend, we are
inspired to develop and create experiences that engage consumers in long-
lasting relationships with our brands. ...

 Investments focused on highest-potential markets and channels

As a Group, we target leading market positions in all markets in which we
compete. However, we have prioritised our investments based on those markets
which offer the best medium- to long-term growth and profitability
opportunities. ...

 Creating a flexible supply chain

Speed and agility are key to outpacing the competition. ...

 Leading through innovation

Every adidas Group employee is responsible for driving innovation. ...

 Develop a team grounded in our heritage

Our culture is continuously shaped by influences from the past and the present
as well as our future aspirations. ...

 Becoming a sustainable company

Like any global business, the adidas Group must manage wide-ranging
commercial and competitive pressure to deliver increased financial returns and
growth....

23
 Adidas Group reconfirms strategic goals from 2010 to 2015
In November 2010, the Group unveiled its 2015 strategic business plan named
“Route 2015”, which defines strategies and objectives for the period up to 2015.

 Aggressive marketing:

The Company should adapt an aggressive marketing policy to sell its

products. In aggressive marketing the company should sell more products
to its existing customers and find out new customers and win the
confidence of its consumers by providing quality products at reasonable
prices.

 Customer’s relation:

The Company should maintain a cordial customer relation. Customers are

best critics. A time bound system should be in place to interact with
valued Customers and it also encourages regular feedback on quality
deliveries. All customer complaints should be studied, analyzed,
complaints Docketed; a detailed root cause analysis should be done after
which the complaint can be closed. This ensures that the customers
remain loyal and all their complaints are addressed and acted upon. The
company should value to take action based on an understanding of the
views of the customers.

 Innovative outlook:

The management of the company should be in the responsible hands so

that the company can boost of having an innovative management that
always strives for better performance and results. The philosophy is to
provide customers with the highest possible standard of service and all
our people share the same dedication to customer service. Patience and
persistence is the hallmarks of growth.

POSITIONING AND
DISTRIBUTION
POSITIONING
24
a) The shoes are comfortable as compared to any other in the
segment.
b) The apparels are stylish and designed to suit the consumer
need.
c) The eye gear and the perfumes are serving the nich segment.

COMPANY’S LOCATION:

Action is headquartered in Delhi, supported by multiple manufacturing and

development units in rest of the states like –

 Haryana,
 Himachal Pradesh and
 Daman etc.

DISTRIBUTION
DISTRIBUTION NETWORK:

To complement our philosophy of catering to every walk of life, our powerful

distribution network is mushroomed far and wide. Action has established a wide
marketing network for distributing its products in India. The extensive
distribution network, built over the years, is a major strength for Action
products. Action products are available to consumers, even in the most remote
places and in the smallest of villages with a very meager population. The
distribution network comprising of DISTRIBUTORS, WHOLESALERS,
RETAILERS AND EBOs throughout the country, ensures that the customer
wherever located is served efficiently.

they have network of more than 50,000 retail outlets all over India to sell our
footwear, which is being sold through more than 500 distributors appointed by
the company.

CHAPTER :8
ABOUT COMPETETOR’S
25
 COMPETETORS

 Adidas’s main competitors are as followed:

 NIKE
 PUMA

  NIKE:

Teamed up with Apple Inc. Marketing strategy is an important component of

the company’s success. Sells its product to more than 20,000 retailers in the
U.S., including its own outlets and “Nike town” stores and in approximately140
countries in the world “Just do it” and “Joga Bonito” slogan.

 PUMA:

Third largest sportswear manufacturer in the word business strategy is to

solidify the brand’s status as a global icon. Leading supplier in the motor sport
footwear market.

CHAPTER :9

26
 DATA
ANALYSIS,INTERPRETATION
AND findings
1. AGE

Age considered as an important factor which affects the buying habits of

individuals like as preferences of young persons are differ as compared to
old ones.

age (in year) formal sports total

15-25 6 19 25
26-35 11 4 15
above 35 10 0 10
total 27 23 50
50
45
40
35
30
25
20
formal
15
sports
10
total
5
0

15-25 26-35 above 35 total

INTERPRETATION

Analysis indicate that out of 50 respondents 25persons belongs to age group

between 15-25 and another 15 persons belong to age group of 26-35 years old
and 10 persons belonging to age group above 35. Teenagers like to wear sports
shoes and younger people prefer to wear formal shoes.

2. PERCENTAGE OF RESPONDANT’S CHOISE

27
TYPES OF SHOES FREQUENCT OF PERCENTAGE OF
RESPONDENTS RESPONDENT
SPORTS 19 38%
LETEST FASHION 16 32%
FARMAL 15 30%

FREQUENCT OF RESPONDENTS

30%
38% SPORTS
LETEST FASHION
FARMAL

32%

INTERPRETATION:

Studies revealed that 38% respondents are undergraduate and they prefer to
wear sport shoes. There are 32% persons are graduate and they wear shoes
according to latest fashion and 10%respondents are post graduate and they
prefer to wear formal shoes.

3. TYPE OF FAMILY

28
Family is a group comprising a husband and wife and their dependent
children, constituting a fundamental unit in the organization of society.

TYPE OF FREQUENCY OF PERCENTAGE OF

FAMILY RESPONDENTS RESPONDENTS
NUCLEAR 27 54
JOINT 23 46

60

50

40

30
NUCLEAR
JOINT
20

10

0
FREQUENCY OF RESPONDENTS JOINT
NUCLEAR
PERCENTAGE OF RESPONDENTS

INTERPRETATION:

Family plays an important role in decision making. Data consists of 54%

nuclear families where family members take the irown decisions and have
enough money to spend. There are 46%respondents come from joint families
and they take buying decision according to budget of the family.

4. PRESENT CONSUMERS OF BRANDED SHOES.

29
Branded shoes represent status symbol of a person in the society.

RESPONSES FREQUENCY OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
YES 34 68
NO 10 20
INDIFFERENT 6 12

FREQUENCY OF RESPONDENTS

INDIFFERENT

NO FREQUENCY OF RESPONDENTS

YES

0 5 10 15 20 25 30 35
Axis Title

INTERPRETATION:

The analysis showed that 68% consumers like to wear branded shoes. There are
other 20% consumers who never wear branded shoes and 12% not even
conscious about branded shoes..

1. BRAND AWERENESS OF RESPONDENTS

30
A consumer can buy any product only when he or she aware about the
availability of that product in the market.

BRANDS FREQUENCY OF PERCENTAGE OF

RESPONDENT RESPONDENTS
NIKE 11 22
ADIDAS 22 44
REEBOK 17 34

REEBOK ; 34

REEBOK ;
17
NIKE ; 22
NIKE ; 11

ADIDAS ;
22

ADIDAS ; 44

INTERPRETATION:

Analysis revealed that Adidas is most popular brand among consumers so it

serves 44% customers. NIKE and REEBOK have also strong place in the
market and they both fetch 22% and 34% customers respectively. There is also
strong competition among them.

2. PURCHASING PLACE

31
Place play an important role in the marketing of products.

FREQUENCY OF PERCENTAGE OF
PLACE RESPONDENTS RESPONDENT
DEPARTMENTAL STORE 9 18
ORDINARY 17 34
SHOWROOM EXCLUSIVE 20 40
ANY OTHER 4 8

45
40
35
30
25
20
15 FREQUENCY OF
RESPONDENTS
10
PERCENTAGE OF
5 RESPONDENT
0
DEPARTMENTAL ORDINARY SHOWROOM ANY OTHER
STORE EXCLUSIVE

INTERPRETATION:

Most of the consumers prefer to buy branded shoes from exclusive showroom
and their percentage is 40% and 34% like to buy from ordinary showrooms and
18%, consumer go to departmental stores.

7. ADVERTISING MEDIA

32
Advertising is the art of influencing human action to buy or possess ones
product. The term “media” refers to the mean through which the advertising
information is communicated by the advertiser to the prospective customers.

FREQUENCY OF PERCENTAGE OF
TYPE OF MEDIA RESPONDENTS RESPONDENT
ADVERTISEMENT 13 26
FRIENDS 9 18
SALES PERSONS 19 38
EXCLUSIVE 9 18

FREQUENCY OF RESPONDENTS
FREQUENCY OF RESPONDENTS
38

26

18 18

0.5 1 1.5 2 2.5 3 3.5 4 4.5

INTERPRETATION:

Analysis revealed that 38% of the total respondents become aware about
particular brands through salespersons, 26% through advertisement, 18%
through friends.

3. REPURCHASE PERIOD

33
Purchasing decision of consumer depends upon the income level of the
consumer.

REPURCHASE FREQUENCY OF PERCENTAGE OF

PERIOD RESPONDENTS RESPONDENT
ONCE A YR 18 36
TWICE A YR 14 28
THRICE A YR 2 4
SEASONAL 12 24
SPECIAL OCCASION 4 8

FREQUENCY OF RESPONDENTS

ONCE A YR
TWICE A YR
THRICE A YR
SEASONAL
SPECIAL OCCASION

INTERPRETATION:
Most of the consumer purchase once in a year andtheir percentage is 36% and
28% purchase twice a year, 4%thrice a year,24% purchase seasonally and 8%
purchase on special occasions.

4. FACTORS AFFECTING THE PURCHASING DECISION

34
 Price and quality of the product are the main factors which affect the final
decision of the consumer.
FACTORS LARGE SOME LEAST WEIGHTED
EXTENT EXTENT EXTENT AVERAGE
. PRICE 28 13 9 2.38
QUALITY 45 5 - 2.9
SIZE 50 - - 3.5
DESIGN 26 17 7 2.38
COLOR 19 18 13 2.1
DURABILITY 35 10 5 2.6
AVAILABILITY 38 8 4 2.68
BRANDIMAG 29 19 2 2.54
E

. PRICE
50
BRANDIMAGE QUALITY

LARGE EXTENT
SOME EXTENT
AVAILABILITY 0 SIZE LEAST EXTENT
WEIGHTED AVERAGE

DURABILITY DESIGN
COLOR

INTERPRETATION:

Studies reveals that price, quality, size, design, durability, availability and brand
image fall between large extent and some extent, other attributes like colors of
the shoes lies between the some extent and least extent.
5. BRAND LOYALTY
Brand loyalty refers to that a customer being permanent consumer of brand and
he never switch over to other brand.
35
 RESPONSES FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENTS
YES 21 42

NO 29 58

60

50

40

30 YES
NO
20

10 NO
0
FREQUENCY OF YES
RESPONDENTS PERCENTAGE OF
RESPONDENTS

INTERPRETATION:

Study indicates that only 42% is the loyal customers and 58% will change their
brand if all the qualities are available with the new products.

Findings
REVENUE: 10.38 BILLIAN (2009)

PROFIT: 245 MILLIAN (2009)

36
 After assessing the overall market scenarios what came in picture was as
follows:

Consumer reaction suggests that Adidas is the marker leader among all its
close counterparts in the sport shoes and apparel segments. NIKE is chasing
its position most aggressively so now it requires maintaining its position with
new stuff. ADIDAS has been major competitor for NIKE and REEBOK.
60% Customers are still pro NIKE believer. The new stuff of the ADIDAS is
attracting the consumers more which might lead ADIDAS at the top spot in
the pack in coming financial year. Consumers are not showing that kind of
craze in ACTION for past few years. Probably it could be because of the
aggressive attention snatched by brands like NIKE and ADIDAS especially
in India. Celebrities also affect the sale of brand .ADIDAS shoes promoted
by David Beckham. 72% respondents take their buying decision after
considering the advertisement of brand. Most of respondents prefer to
purchase shoes from exclusive showrooms. Businessman, serviceman and
professionals prefer to wear formal shoes because of status and students like
to wear only sports and casual branded shoes.

ADIDAS SPORT PERFORMANCE Primary focus for adidas 70% of adidas

income Main focus:

 running, football, basketball, and training apparel “Impossible is Nothing”.

 RUNNING adidas “top priority in 2007” Brand of choice for runners on all
levels Partnering with running retailers Partnerships with the global
marathon events (such as Boson, London, and Berlin Marathons)

CHAPTER :10

LIMITATION
37
 While surveying I encounter with some problems like-

 In some of the retail showroom it is not allowed to get the questionnaire filled.
 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.
 Due to which I faced difficulties in collecting information’s regarding our
questionnaire.
 Another problem which I face was that people were hesitating to give
information about their views freely.
 Stringent rules of labeling in the developed country markets have adversely
affected growth in export trade.
 Quality standards have been set by non-importing consuming countries. Some
of these standards are not even scientific but they inhibit world trade and
increase in consumption. The cost of conforming to ever increasing regulations
in the guise of food safety, consumer right to know and ethical practices is quite
high.

CHAPTER :11
CNCLUSION AND
SUGGESTIOn

38
 Conclusion

The price of a share in German sportswear manufacturer Adidas has jumped to

a new record high after the firm reported solid earnings in the first quarter of
2013. Profit and margins rose in spite of weaker markets.

“the bottom line” of the market researchs peaks that branded shoes in india has
been increasing on day by day basis. that sounds good for international as well
as domestic market

CORPORATE REPORT:

 Adidas shares sprint to all- time high on solid Q1 profit.

 Adidas, the world's second-biggest sportswear firm, has posted higher profits
despite seeing sales fall in the first three months of 2013.

 The German company said more people were buying its higher-priced items,
helping net profits rise 6.5% to 308m euros (£260m).
 Its gross profit margin on sales was 50.1%, only the second time it has ever
reported a figure above 50%.
 In Frankfurt, Adidas shares jumped almost 6% in early trading.
 Adidas plans a drive to boost Reebok sales in 2013, with a focus on yoga, dance
and fitness training.

SUGGESTIONS:

 establishing a nation-wide trading facility for equities, debt instruments and

hybrids, ensuring equal access to investors all over the country through an
appropriate communication network, providing a fair, efficient and
transparent securities market to investors using electronic trading
systems, enabling shorter settlement cycles and book entry
39
 settlements systems, and meeting the current international standards of
securities markets.

 Department stores are the prime sales and marketing channel for branded
shoes.

 In addition, store decorations and product displays should be designed to create

a strong first impression.

 Seasonal promotion campaigns, like special discounts and advertisements,

could be employed.

 New lines of collections should be introduced for festivals. The prices of

branded shoes must be reduced to increase sales.

BIBLOGRAPHY
list of reference for the purpose of the completing this marketing project Is as
given bellow:

BOOKS:

 Marketing management
By: Philip Kotler

40
 Marketing management
By: J.C Gandhi
 Functional management
By: R.K.Sharma

INTERNET:
 www.google.com
 www.wlkipedia.com
 www.paradise.com

NEWSPAPER:
 Economic times

WEBSITES

 google.com

MAGAZINES / NEWSPAPERS

 The Business World

 The Business Today

 The Financial Express

 The Global Business

QUESTIONNAIRE

PERSONAL PROFILE

I. NAME : ----------------------------------------- II. AGE : -------------

III. ADDRESS : ---------------------------------- IV. TELEPHONE : -------------

V. OCCUPATION : ------------------------------ VI. EDUCATION : -------------

41
1. Do you wear Branded Shoes?

A. Yes B. No

2. Which type of shoes do you like to wear?

A. Formal B. Sports
C. Casual D. Any Other

3. Are you Aware about the following Brands of Shoes?

A. Nike B. Adidas
C. Action D. Reebok E. Any Other

4. Which Brand does you like the most?

A. Nike B. Adidas
C. Action D. Reebok E. Any Other

5. Up to what extent do you consider following features of Brand while

purchasing?

A. Price B. Quality
C. Size D. Design E. Brand image

6. How do you get aware about this particular Brand?

A. Advertisement B. Sales Persons

C . Friends D. Exclusive Showrooms
E. Any Other

7. From where do you like to purchase your Branded shoes?

A. Departmental Stores B. Ordinary Showrooms

C. Exclusive showrooms D. Any Other

8. Do you think advertisement effect your purchasing decision?

A. Yes B. No

9. How often do you buy branded shoes?

42
 A. Once a Year B. Twice a Year
C . Thrice a Year D. Seasonally E. Special occasion

10. Up to what extent have you satisfied by the following attributes?

A . Highly Satisfied B. Neutral Dissatisfied

C. Highly disSatisfied D. low satisfied

11. Where is any increase in price of this brand, is that Effect your purchase
decision?

A. Yes B. No

12. Would you like to buy another brand if all the attributes Are Available in other
brand?

A. Yes B. No

Thank you for your valuable support

43