LIVE PROJECT REPORT

A Study of Promotional Activities of

‘Adidas’ Brand of Sports Shoes in
Pune, India

Submitted By:

Zainul Abedeen Lamak

MBA 1: Media and Communication
(Semester 1)

Submitted To:

Dr. Makrand Joshi

(Professor – Marketing Management)
Ajeenkya DY Patil University, Pune
 LIVE PROJECT EVALUATION

Class of MBA-I (MAC) 2016-18

Name Of the Student: ______________________________________________________________

Live Project Report Evaluation Weightage – 10%

Sl. Marks
Component Max Marks
No Awarded
1 Understanding of the Objective of the Live Project 5
Identification of relevant Live Project concepts and
2 15
context and their application.
3 Awareness developed about Marketing as a Function 5

4 Skill developed to handle Marketing Projects 15

5 Overall quality and effectiveness of the project report 10

Total (Report) 50
Live Project Presentation Weightage: 10%
Sl. Marks
Component Max Marks
No Awarded
Presentation Structure, Logical sequence and Time
1 5
management

2 Quality of Power Point Slides and Elaboration of content 10

Language, Appropriate vocabulary, Grammar; body

3 10
language and confidence
Elucidation of facts/ observations and their relation to the
4 15
application of Marketing Concepts

5 Handling Question and Answers 10

Total (Presentation) 50

Name & Signature of the Domain Faculty Member Signature of Student

Date:
 DECLARATION

I, Zainul Abedeen La mak, hereby declare that the project report on „ A

study of promotional activities of sports shoes carried out by Adidas
in Pune‟ is a genuine research work undertaken by me.

All care has been taken to keep this report error free and I sincerely
regret for any unintended discrepancies that might have crept into th is
report. I shall be highly obliged if errors (if any) be brought to my
attention.

Signature

Name: Zainul Abedeen Lamak

Date: 11th November 2016

Place: Pune, Maharastra

 ACKNOWLEDGEMENT

A work is never a work of an individ ual. I owe a sense of gratitude to

the intelligence and co-operation of those people who have been so
easy to let me understand what I needed from time to time for
completion of this project.

I want to express my gratitude towards Dr. Makrand Joshi (Professor –

Marketing Manage ment, Ajeenkya D Y Patil Universi ty) for guiding
me through the project.

Lastly, I would like to forward my gratitude to Mr. Dilshad Nawaz

(Owner- Adidas franchise, Nagpur) and Mr. Ashok Rane (Manager –
Adidas Outlet, JM road, Pune) for informational support.
 TABLE OF CONTENT

Serial Content
Chapter 1. Introduction
A. Historical Background,
Introduction and Growth of
Industry
B. Conceptual Framework
C. Parameters of Study
D. Significance of Study
E. Reason For Selecting the Topic
F. Limitation of the Study
Chapter 2 Company Profile
Chapter 3. Methodology
A. Objective of Study
B. Research Methodology
Chapter 4. Facts and Observations
Chapter 5. Conclusions and
Suggestions
Bibliography
Annexures
 Chapter 1. Introduction

This project is prepared to study the different types of promotional

activities performed by Adidas to promote their sport shoes in the city
and understand who their customers, their likes and preferences are, so
the promotions are effective.

1.1 Historical Background, Introduction and Growth of

Industry

India‟s sport swear market has evo lved fro m a niche segment , which was
exclusively aimed at sport spersons, t o a burgeoning consumer sect or. The
indust r y has wit nessed rapid growt h over t he past fe w year s, dr iven by growt h in
inco me levels, chang ing lifest yles and t he ent r y o f foreign p layer s aft er
liber alizat ion.

The ever- increasing popular it y o f cr icket , combined wit h t he growing int er est in
sport s such as foot ball, hockey and t ennis, has co nt ribu t ed t o t he growt h o f t he
funct io nal sport swear market in t he count ry.

In addit io n t o t his, t he t rend of using sport swear as casual wear has expanded
t he definit io n o f t arget consu mers for leading brands. So me brands also offer
co llect io ns t o cat er to t his de mand for casual wear.
1.1.1 Market Overview
The sport swear ret ail mar ket in India is est imat ed at INR365.8 billio n and is
expect ed t o grow at a robust 33% by 2018. The market includes sport s apparel,
foot wear and accessor ies, wit h foot wear being t he largest segment , account ing
for around 60% o f t he t ot al market .

Market Share Sales

15%
30% Men's Sports Shoes
wear
Apparels
Women's 25%
60% Others
70% Sports wear

Figure 1.1 Figure 1.2

 Indian S port s Indust r y is wort h $1.18 Billio n.

 Sport swear Segment is do minat ed by Men‟s Cat egor y.
 Sport Shoes amount t o 60% of t he t ot al sport product market of Ind ia.

Indian Footwear Market

1.5 1.3

1 0.85
0.56
0.5 0.31 0.4

0
2009 2011 2013 2015 2017
Figure 1.3

 The Footwear market of I ndia is expecte d to rise t o $1.3 Billion in 2017

from $0.85 Billion in 2015.
1.1.2 Key Drivers

Awareness of Growing Middle Increase in Sporting Growth in

Health and Fitness Class Population Events Organized Retail

The I ndian sport swear market is po ised for st rong growt h over t he next few
years. Several fact ors, including a boo ming middle -class populat io n, a par adigm
shift in consumers‟ at t it ude t o healt h and fit ness, an increas e in t he number o f
sport s event s and t he growt h of organized ret ail are dr iving t his market .

Recent changes in gover nment r egulat io ns on FDI in ret ail, passed by t he Unio n
Cabinet , are expect ed t o give a furt her impet us t o t he organized sport swear
market . The Gover nment has incr eased FDI in sing le - brand ret ail fro m 51% t o
100% wit h condit io ns largely around do mest ic sourcing

1.1.3 Key Challenges

A. Counterfeiting

Count er feit ing is one of t he biggest challe nges sport swear brands are facing in
India t oday. Unorganized pla yer s imit at e product st yles, brand logos and names,
which adverse ly impact s t he brand equit y and sales brands.

B. Low participation in sports

Alt hough t her e is high viewership of sports (part icular ly cr icket ) in I ndia,
part icipat io n cont inues t o be low, wit h only an est imat ed 1% of t he populat io n
engaging in sport ing act ivit ies. Therefore, in line wit h t his market realit y,
sever al sport s brands have posit io ned t hemselves as lifest yle inst ead o f fit ness
brands.
 C. Rising costs

In t he Unio n Budget 2011, t he Gover nment revised opt ional excise dut y for
readymade gar ment s and made -up t ext iles, and levied a 10% mandat ory excise
t ax on all branded apparel manufact urers. As a result , branded gar ment s,
inc luding sport swear apparel, are likely t o wit ness a pr ice incr ease o f 5% –10%.

D. Unorganized market

P la yers face ma jor co mpet it ion fro m unorganized player s t hat const it ut e around
~70% o f t he o verall sport swear market , since t he lat t er have a significant
advant age over t heir organized count erpar t s in pr ic ing

1.1.4 Emerging Trends

A. Online shopping

Increas ing penet rat ion o f t he int er net in India is fueling t he growt h of online
shopping. Brands such as Reebok (www.shop4reebok.co m) and Lot to
(shop. in. lot tosport.com) have init iat ed t heir o nline shops in I ndia. Co mpanies
such as Puma and Nike have part ner ed wit h online ret ailer s such as Mynt r a and
Amazon t o expand t heir dist r ibut ion beyo nd convent io nal mult i - br and out let s
and large ret ailers.

B. Sports merchandising

Sport s merchandising is an emerging co ncept in I ndia. Br ands have successfully

t apped t he market by associat ing t hemselves wit h popular sport s such as cr icket ,
and using popular sport spersons as t heir brand ambassadors for clot hes, shoes
and ot her product s. Moreover, wit h t he debut of new sport s such a s For mula 1
(F1), br ands such as Puma have begun st ocking co llect ions inspired by F1
racing.
Nike, t he o fficial apparel sponsor of t he Indian Nat io nal Cr icket Team since
2005, has ext ended it s cont ract wit h t he Board of Co nt rol for Cr icket in I ndia
(BCCI) for a per iod of five years.

C. Product innovation

The sport swear indust r y has been wit nessing significant inno vat io n in t he
premiu m as well as t he mass segment . Brands such as Reebok have int roduced
new product s such as “Easyt one” and “Zigt ech,” and Nike t he “Dr iFIT ” appare l
t echno logy.

D. Lifestyle positioning

The sport s lifest yle business has been gr owing at 30% –40% per annum. P la yer s
are increasing ly posit io ning t heir sport swear brands as lifest yle product s by
co llaborat ing wit h well-known designer s such as M anish Malhot ra, Shant anu,
Nikhil and Aki Narula. Ot her apparel ret ailer s such as S Kumar s Nat io nwide and
Reliance Ret ail have also forayed int o t he lifest yle sport swear market .

E. Targeting hot spots of consumption

Having covered large cit ies, sport swear brands ar e now t rying t o ramp up t heir
presence in t ier -II and t ier-III cit ies. Co mpanies are using a reduced pr ic ing and
lo calizat ion st rat egy t o drive sales in t hese cit ies.

1.1.5 Future Outlook

Today, India has beco me a st rat egic market and offer s st rong growt h
opport unit ies t o sport swear brands. Sever al o f t hem ar e t rying t o st rengt hen
t heir presence in t he count r y by expanding t heir ret ail foot pr int and dr iving
t heir vo lume growt h. Furt her more, t he recent regulat ory changes made in FDI in
single brands ar e expect ed to give a furt her impet us t o sport swear brands.
1.2 Conceptual Framework

A. Promotional activities:
Promotion is the process of communication from the company to the customers.

B. Segmentation:

Segmentation is dividing the market by grouping customers with similar tastes and
preferences into one segment.

C. Product Life Cycle:

A new product progresses through a sequence of stages from introduction to growth,

maturity, and decline. This sequence is known as the product life cycle and is associated with
changes in the marketing situation, thus impacting the marketing strategy and the marketing
mix.

1.3 Parameters of Study

The research was conducted on the following parameters :

A. Study of the pro motion tools :

a. Advert is ing
b. Celebr it y E ndorsement s (Pro mot ion)
c. Public it y
d. Dig it al Market ing
e. Sales Pro mot io n
f. Fair s and E xhibit io n
B. Target ed audience of t he pro mot ional act ivit ies .
C. Product life cycle st age st udy o f different sport shoes .
1.4 Significance of Study

A. This st udy pla yed significant role in my underst anding o f t he met hods o f
promot io ns by a sport shoe manufact ur ing company .
B. This st udy can prove import ant for Adidas t o ident ify t heir cust omers in
t he cit y o f Pune and not e addit iona l promot io ns requir ed t o place t heir
product bett er .
C. This st udy c an help general co nsumers underst and sport shoes posit io ning.

1.5 Reason for choosing the topic

The reaso n for me choosing t his t opic is t he keen int erest I have in t he product
and t he lo ve for t he brand

1.6 Limitations of the study

A. In so me o f t he showrooms it was not allo wed t o get t he quest ionnair e
filled
B. Some respondent s did not show int erest in filling t he for m
C. Some people who m I faced hesit at ed t o give t heir opinio n freely
 Chapter 2. Company Profile

2.1 Adidas – Impossible is nothing

Adidas is a Ger man mult inat io nal corporat io n t hat

designs and manufact ures sport s shoes, clot hing and
accessor ies headquart ered in Herzogenaurach, Bavar ia. It is t he lar gest
sport swear manufact urer in Europe and t he seco nd biggest in t he wor ld .

The brands o f t he Adidas Group co mple ment each ot her in a unique way t o help
at hlet es per for m bet t er, play bet t er, feel bett er. Their product s break records, set
t rends and make hist or y. Ever y day. All over t he wor ld.

The consumer ‟s brand lo ve is based o n their emp lo yee‟s ext raordinar y passio n
for a sport ing lifest yle. Wit h dedicat io n, co mmit ment and t eam spir it , Adidas
cont inuously inno vat es t o est ablish new benchmarks in ever yt hing t hey do.
Shaping t he sport ing goods indust r y sust ainably is more t han a jo b. It ‟s an
impulse, an at t it ude t hat is t ruly dear t o t he heart s and t hat dr ives t he co mpany .

“We are laser-focused on our mission: we strive to be

the best sports company in the world, with brands built
on a passion for sports and a sporting lifestyle! “
HERBERT HAINER, CEO OF THE ADIDAS GROUP
2.2 Brand value and strategy of Adidas

Adidas emp lo ys more t han 55,555 people in over 160 count ries , and produce
more t han778 millio n product unit s ever y year t o generat e sales o f € 16.92
billio n.

The new Adidas logo, t hree st r ipes running across it s several product s, was
int roduced in 1991.

It is t he ho lding co mpany for t he Adidas Group, which consist s o f:

A. Reebok Sportswear :
In 2005 Adidas owned Reebok for $3.8 millio n do llars.

In 2007, Adidas r eposit io ned Reebok t o att ract t he consumer s o f at hlet ics
apparel. Moreover, t he co mpany adopt ed sever al plans t o expand it s brand name
as Adidas has given a lot of emphasis on advert ising.

Adidas has int roduced several market campaigning ideas, for examp le, t he „Ru n
Easy‟ campaign for Reebok.

B. Taylor Made -Adidas Golf:

Taylor Made- Adidas Go lf Co mpany (T MaG or TMaGC) is a manufact urer
o f go lf clubs, bags shoes and accessor ies based in Car lsbad, Califor nia, Unit ed
St at es. It is a subsidiar y o f t he Ger man company Adidas Group. The co mpany is
current ly t he largest go lf equ ipment and Apparel Co mpany in t he wor ld wit h
sales est imat ed EUR $1.3 billio n in 2012.

Tailor- mades‟ init ial success came wit h t he inno vat ion o f met al dr ivers, which
debut ed in 1979 and have subsequent ly dominat ed t he go lf market . Taylor Made
cont inued t o grow t hroughout t he 1990s, largely due t o t he int roduct ion o f t he
successful Bur ner Bubble franchise. I n Sept ember 2012, Out side Magazine
named TaylorMade o ne o f Amer ica's "Best Places t o Work", ranking sixt h out o f
10 select ed large co mp anies and 32 n d over all.

C. CCM (Canada Cycle and Motors) :

CCM was founded in 1899 aft er t he co llapse o f t he bic ycle market . Est ablished
"when t he operat io ns of four majo r Canadian bicycle manufact urers
amalgamat ed: H. A. Lozier, Massey-Harr is, Goold, and Well and Vale
Manufact ur ing." CCM produced bicyc les for many years in t he area o f West on,
Toronto , Ont ario . They also br iefly produced t he Russell aut o mobile.

By 1905, wit h sat urat ion in t he bicyc le market , CCM began producing hocke y
skat es using scrap st eel t hat was left over at t he plant fro m t he manufact ure o f
bic ycles and aut omobiles and subsequent ly began manufact ur ing ot her hocke y
gear.

The or ig inal CCM went bankrupt in 1983. All o f t he asset s o f t he Co mpany were
purchased by Procycle Group Inc. of Quebec who ret ained t he bicyc le divis io n
and so ld o ff t he hockey d ivisio n t o Mont real businessman David Zunenshine
who owned GC Knit t ing, a manufact urer of hockey jerseys. T he co mpany
subsequent ly used t he CCM br and when producing hockey equip ment .

The co mpany acquired Mont real- based Sport s Ho ldings, I nc. in 1998, and
became t he wor ld's t op producer of hockey merchandise .

In June 2004, The Hockey Co mpany was bought by Reebok. All brands ot her
t han t he CCM brand were ret ir ed and Reebok int rodu ced it s own RBK
Hockey gear, lat er t o be re- branded as Reebok Hocke y. Reebok in t ur n was
acquired by Adidas in 2005.

In t he fa ll o f 2013, T he Hockey Co mpany cr eat ed a new goalt ending equipment

line under t he CCM brand name .
2.3 Adidas in India

Adidas fir st ent ered India in 1989 t hrough a license agreement wit h Bat a.

Adidas lat er re-ent ered India for t he second t ime in 1996 by set t ing up a 100%
subsidiar y o f Adidas AG called Adidas I ndia Lt d. and announced a jo int vent ure
wit h Magnum I nt ernat iona l Trading Co mpany Lt d. On Oct ober 1 st 1996, t he new
jo int vent ure – Adidas I ndia Lt d. - was incorporat ed wit h an init ial invest ment
o f US $ 205 Millio n wit h Adidas I ndia Lt d. ho lding 80% o f t he equit y and
Magnu m ho lding t he balance 20%.

This invest ment was raised t o US$ 6.4 Billio n wit h t he equit y st ruct ure
remaining t he same. Current ly, t he t ot a l invest ment st ands at US$11.4 Billio n
wit h t he equit y st ruct ure changing t o 91.4% by Adidas and 8.6% magnu m.

A mo nt h aft er announcing t he jo int vent ure, Adidas I ndia Lt d. launched it s

range o f sport s foot wear, apparel and accessor ies in New Delhi on November 1,
1996.

Adidas product s were also launched in Mumbai, Bangalore, Chennai, Hyderabad

and Calcut t a. Current ly, Adidas product s are available in 30 cit ies in I ndia

The range o f Adidas product s available in I ndia inc lude sport s foot wear
feat ur ing so me o f t he mo st popular inno vat ions and t echno logies developed by
Adidas such as „Feat you Wear ‟, „Torsion S yst em‟, „Clima Cool‟, „Clima Chill‟
and „Adi- Zero‟.

The sport s foot wear available in I ndia is cat egor ized int o Foot ball, go lf,
advent ure, basket ball, cr icket , running, t ennis, t raining and workout .
 Chapter 3. Methodology

3.1 Objectives of Study

A. To understand who are Adidas‟s customers.

B. Study of promot ional act ivit ies carried out by Adidas in Pune.
C. Presence of the Adidas brand in Pune.
D. To Study how Adidas presents their products to their customers.
E. To Study how customers perceive Adidas as a Sports Brand.
F. Brief Study of the verit ies of Adidas‟s Sports Shoes.

3.2 Research methodology

3.2.1 Data Collection and Processing:

A. Primary Data– Internet and qualitat ive approach to people through

survey (quest ionnaire).
B. Secondary Data– Managerial opinion from Adidas franchise owner
and Adidas outlet manager.

3.2.2 Observation
 Chapter 4. Facts and Observations

4.1 Closer look at the types of sports shoes marketed by Adidas

in Pune

A. Football:

Type o f football shoes - Messi collect ion, FXG, Ace, Predator, Nitro charge, Pro-
direct.

B. Basketball:

Type o f basketball shoes - Lillard, Base cut, Out-rival, Sentry.

C. Tennis:

Type o f tennis shoes - Tennis barricade, Adi-zero attack, All court, Base liner,
Ubersonic.

D. Running + Outdoor:

Type o f running and outdoor shoes - Alpha bounce, Adi-ray, Solonyx, Pureboost,
Running Falcon, Magnus, Cosmic Low, Adi-pacer.

E. Cricket:

Type o f cricket shoes 22 yards, Adipower Vector, Howzzat collect ion.

F. Golf
4.2 Study of Promotional Activities

4.2.1 Advertising:

Adidas per for ms ext ensive advert isement in t he c it y as it is st ill relat ivel y
young in t he market as co mpared t o Europe, and faces fierce co mpet it io n fro m
it s r ivals Nike, Puma and ot her unorganized player s.

Adidas advert isement s o ft en air on TV

The creat ive t eam o f Adidas is known t o pump adrenaline in t heir cust omers
t hrough ads which are we ll made, ver y creat ive and filled wit h energy. T hese
ads at t ract t he cust o mers t owards t he brand by sending t he r ight market ing
message t o t he cust omer. The t agline o f Adidas “I m possible is not hing” is in
it self a ver y power ful st at ement for t he br and.

Adidas focuses mor e on ATL ( Above t he Line) advert ising as co mpared to BTL
(Below t he Line) as t hey operat e on a big scale

Adidas uses TTL (Through t he Line advert ising) which co mbines AT L ( Abo ve
t he Line advert ising) and BTL (Below t he Line advert ising) as t hey operat e on a
big scale.

4.2.1.1 ATL (Abo ve t he L ine):

A. T.V advert isement s

B. Newspaper advert isement s
C. Online pro mot io n
i. Adidas own websit e for I ndia
ii. Advert isement on different sit es + t ie ups, examples:
1. Amazon
2. Flipkart
3. Mynt ra
4. Jabong.
 4.2.1.2 BTL (Below t he Line):

A. Pamphlet s (Dur ing a sale per iod)

B. Banners in t he vicinit y o f t he out let s

4.2.2 Celebrity Endorsements (promotions):

Aft er t elevis io n, product placement is t he second line o f pro mot ion for Adidas.
The popular it y o f t he brand is because it t ies up wit h t he t op player s a cross t he
world such as Lio nel Messi, Ro naldinho, Sachin T endulkar, Vir at Ko hli, St even
Adams, and var ious ot her s. Adidas also spo nsors t eams a nd so me o f t he t op
t eams inc lude Real Madr id, Fr ance, Great Brit ain ( in foot ball), England and
Sout h Afr ica ( in cr icket ) and several ot hers.
4.2.3 Publicity:

Adidas have a t ie up wit h t he Cit y‟s football t eam – Pune Cit y FC and are t he
so le kit manufact urer for t hem. This ser ves as a great source for publicit y ever y
t ime t he t eam is in act ion and in t he news

Apart fro m t his, n ewspapers in P une such as „Pune Mirror‟ and „P une T imes‟
wr it e about t he sport s act ivit ies and event s, in and out side t he cit y o n dail y
bases. This highlight s t he brand of sport shoes used in such event s and hence
provide t remendous publicit y t o Adidas.

4.2.4 Digital Marketing :

Adidas have an elaborat e online net working syst em t hat covers pro mot ion and
product dist r ibut ion.

4.2.4.1 Online Pro mot ion

A. Twit t er and Facebook–
tm
1. Adidas
2. Adidas Foot ball
3. Adidas Basket ball
4. Adidas Running
5. Adidas Tennis
6. Adidas Cr icket
7. Adidas Go lf
4.2.4.2 Online market ing channels(t ie ups)
A. Amazon
B. Flipkart
C. Mynt ra
D. Jabong
E. Adidas online shop India

4.2.5 Sales Promotions

Adidas is an exclus ive brand and hence does exclusive branding, which means
an Adidas sport shoes is available in Adid as ret ail out let or sponsored market ing
channels only.

Adidas per for ms a lot of sales pro mot io n in t er ms o f o ffer ing discount s . An
Adidas ret ail out let has a product on discount at all t imes , var ying fro m 10% t o
60% on sport shoes.

4.2.6 Fairs and Exhibitions

Adidas part icipat es and sponsors many sport s fairs in Europe and ot her west er n
count r ies which ar e yet to st art in Pune, I ndia.

4.2.7 Personal Selling

Neit her Adidas nor any ot her brand part icipat e in perso nal selling o f sport shoes

4.2.8 Direct marketing

Neit her Adidas nor any ot her brand part icipat e in perso nal selling o f sport shoes
4.3 Product Life Cycle Study

The pro mot ion t echniques largely depends on t he product st age o f t he product
life cyc le

The product st age in t heir life cyc le o f different sport shoes in I ndia are as
fo llo ws:

Running

Football
Basketball
Cricket Golf
Tennis
Introduction
SALES

Maturity
Growth

Decline

TIME
Figure 4.1

Product stage of different sport shoes in their life cycle in Pune (India)

Analysis of figure 4.1

A. Tennis and Basket ball sport shoes are in t he int rodu ct io n phase
B. Cr icket shoes are in t he growt h st age
C. Foot ball shoes are in t he upper hemisphere of t he growt h st age and will
soon hit mat ur it y
D. Running (Out door) shoes are already in t he mat ur it y st age
E. Golf S hoes have reached t he decline st age and needs more at t ent ion
before it tot ally drops fro m t he market
 Chapter 5. Conclusion and Suggestions

Following are the conclusions and suggestions based on my study of

quantitative and qualitative approach towards promotional activities for
sports shoes in Pune:

The sample size for qualitative study through questionnaire is 40

Audience:

Gender Age

9 3
16-20
Male 9 24 20-30
Female
27 30-45

Figure 5.1 Figure 5.2

Occupation
19
20
15
10
10
5
5 2 Figure 5.3
0
Student Working Sports Man House Person

1. 80% surveyors prefer wearing sports shoes and hence the market is huge

2. Amongst the people who prefer to buy sport shoes, 75% are men and only

25% women.

3. More promot ion is recommended in the women segment of sport shoes.

 4. 67% of the buyers are youngsters and 33% young adults and adults.

5. New advert isement campaign should be launched that attracts young adult s

and adults highlight ing the everyday (outdoor) use.

Do you wear sport shoes ?

yes 29

no 7

0 5 10 15 20 25 30 35
Figure 5.4

Where do you buy sport shoes from? Which Website?

Amazon
Retail 8
16 20 Outlet 14 Flipkart
Online
6 Myntra

8 otthers

Figure 5.5 Figure 5.6

6. 45% surveyors buy sport shoes online whereas 55% buy it from the shop and

hence more online promotion is recommended

7. Online promotion through offering sales more often would be an effect ive

way as a Pune(Indian) customer is price sensit ive

 16
15
14

12 12
11
10
9
8 Advertisment reach
7 Advertisment Appeal
6 6
5
4 4
3
2

0 0 Figure 5.7
Adidas Puma Nike Lotto Asics

8. According to the survey people come across more advert isements of Nike as

compared to Adidas. However, Adidas advert isement appeals more to the

public as compared to any other brand. Therefore only quant it y o f

advert isement needs to be increased to gain more market share over the

compet itors.

Head Importance Total

Points
Critical High Moderate Low None
Style 5 7 10 11 14 163

Durability 4 4 12 16 12 172
Price 11 13 8 6 3 100
Comfort 7 12 10 12 12 159

Quality 8 5 4 9 13 125
Table 5.1

9. Table 5.1 Analysis: As the quest ionnaire is on the scale of 1 to 5, with 1

being the most crit ical aspect, the attributes which have the least number are
the most important in the above table
10. Wit h price being first, the next most important attribute of sport shoes from a

Pune customer‟s purchase point of view are:

1) Price

2) Qualit y

3) Comfort

4) Style

5) Durabilit y

Hence an advert isement should be made keeping in mind the priorit y o f the

above attributes.

11. As Adidas gives key importance to their product placement, organizing cit y

level sport events like- Futsal tournament, open basketball tournaments etc.,

would give a major boost to the brand visibilit y and also involve act ive

participat ion of athletes from around the cit y and help associate the brand

with the sport.

12. Product life cycle breakdown:

A. Tennis and Basketball sport shoes are st ill in the introductions stage

and require more promotion than any other sport shoes.

B. Football and cricket shoes are in the growth phase and require

relat ively less promotions. However, drast ic change in promotions is

not advisable as these are highly sold shoes in the sport section.

C. Running shoes are in the maturit y phase and are predicted to stay

there as it is most commonly used as outdoor wear too.

 D. Golf shoes are quite expensive as they are for the niche segment and

hence do not sell as good as the other sport shoes in the market.

However, if priced different ly and presented in the market, the design

is set to attract customers for daily wear.

13. Though Adidas applies TTL (Through the line advert ising), the focus is more

on ATL (Above the Line advert ising). Hence BTL (below the Line

advert ising) will give a fresh aspect to the customers.

14. More commercials wit h Pune Cit y FC players are recommended, so the

cit izens can relate better wit h the brand.

15. More involvement of the owner of Pune city FC, Hrit ik Roshan will give a

serious boost from the celebrit y endorsement angle.

 BIBILOGRAPHY

Information from the following are considered:

Books:

A. The ultimate guide to sports marketing 2 nd edition-by Graham

Stedman, Lisa Neirotti and Joe Goldblatt.
B. Marketing Management 14e Pearson

Online:

A. Wikipedia.org
1. https://en.wikipedia.org/wiki/Adidas
2. https://en.wikipedia.org/wiki/Reebok
3. https://en.wikipedia.org/wiki/CCM_(ice_hockey)
4. https://en.wikipedia.org/wiki/TaylorMade -Adidas
5. https://en.wikipedia.org/wiki/Footwear
B. Investopedia.com
1. http://www.investopedia.com/art icles/markets/012616/adidas -vs-nike
C. Marketing91.com
1. http://www.market ing91.com/market ing -strategy-of-adidas/
D. Slideshare.net
1. http://www.slideshare.net/search/slideshow?searchfromheader&q=adidas
E. Google – General search for pictures and information
F. You Tube
1. https://www.youtube.com/result s?search_query=adidas
 ANNEXURES – (Questionnaire)
Name: Gender: Occupation:
Age:

1. Do you prefer wearing sport shoes?

i. Yes ii. No

2. Where do you purchase sport shoes from?

i. Retail Outlet ii. Online

(If online then please mention the site)

3. Which brand advertisement do you often come across?

i. Adidas ii. Nike iii. Puma iv. Asics v. Lotto

4. Which sport shoe brand advertisement appeals to you the most?

i. Adidas ii. Nike iii. Puma iv. Asics v. Lotto

5. Your importance for the following attributes, while purchasing the product.
(1.Critically important, 2.Highly important, 3. Moderate importance, 4. Low importance, 5. Not
important)

i. Style – 1. 2. 3. 4. 5.
ii. Durability – 1. 2. 3. 4. 5.
iii. Price – 1. 2. 3. 4. 5.
iv. Comfort – 1. 2. 3. 4. 5.
v. Quality – 1. 2. 3. 4. 5.