adidas in India

1989 entered India, license agreement with Bata

1996

joint venture with Magnum International Trading Co. Ltd.

1998

Sachin Tendulkar is Brand Ambassador for India

1999

introduced the cheapest range of shoes they had ever sold

2001

first televised advertisement for India: Paes & Sachin

2004

Advantage adidas campaign kicks in. 30% growth milestone

2005

Andreas Gellner is new MD, India.

Competitor Analysis

STRENGTHS

Found in 1895, Reebok Intl. Ltd. Is steeped in history and heritage Has largest market share in India Has strived on street hip-hop image as its USP Compulsory centralized test for all sales staff
Reebok
21.19

WEAKNESSES
Adidas
33.9

Least preferred brand among the three and currently stagnating
Nike
38.14

Others 6.78

STRENGTHS

Largest International portfolio of sport ambassadors Sponsors football teams with maximum fan following in India Highest brand image in India according to our survey

WEAKNESSES

Reebok

28.24

Rigid pricing structure

Adidas

25.29

Our survey shows Nike behind Reebok & Adidas in market share in India
Nike
22.94

Others

23.53

MOST IMPORTANT FACTOR BEFORE PURCHASE

50 50 45 40 35 30 25 20 15 10 5 0
Price Durability Comfort Looks Brand Others

24.14

13.79 5.17

3.45

3.45

CUSTOMERS WILLINGNESS TO PAY

37.07 40 35 25.86 30 25 20 15 10 5 0
500-999 1000-1999 2000-2999 3000-3999 4000 +

19.83

7.76

9.48

MARKET SHARE

28.24 30 22.94 25 20 13.53 15 7.65 10 5 0
Nike adidas Reebok Power Puma Others

25.29

2.35

BRAND EQUITY

38.14 40 35 30 25 20 15 6.78 10 5 0
Nike adidas Reebok Others

33.9

21.19

S.T.P

Experiencers

Strivers

Image Drivers PSYCHOGRAPHIC DEMOGRAPHIC

Age

Gym Regulars

Income

Athletes

Gender BEHAVIOURAL

Drawing Room Sports Enthusiasts

S.T.P
15000 +

income

age 15-35

gender Males

RECOMMENDATIONS

launch adidas originals & style in India

target the Achievers psychographic

explore female market with Reebok

compulsory standardized test for sales staff

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