LAL BAHADUR SHASTRI COLLEGE OF

HIGHER EDUCATION

RESEARCH REPORT
ON

“A STUDY OF CONSUMER BEHAVIOUR TOWARDS

SPORTS SHOES INDUSTRY”

UNDER THE GUIDANCE OF PREPARE BY:

MR. NITESH SAXENA SHOBHIT KAPOOR
(LBSCHE FACULTY) (BBA-6 TH SEMESTER)
 PREFACE

The successful completion of this research was a unique experience for me because by visiting

many places and interacting various person, I gained better knowledge about the shoe market

especially of Adidas, Nike, Puma & Reebok. The experience which I gained by doing this

research was essential for my subject studies and practical knowledge. This report is submitted

with details analysis of the research undertaken by me.

The research provides an opportunity to the student to devote his/her skills knowledge and

competencies required during his/her professional life.

STUDENT DECLARATION
This is to declare that I, Shobhit Kapoor have carried out this research report myself in

fulfillment of the BBA program of Lal Bahadur Shastri College of Higher Education.

The work is original, has not been copied from anywhere else and has been submitted to any

other University/Institute for an award of any degree/diploma.

Date: 7-05-2018

Signature

Place: Bareilly

Name: Shobhit Kapoor

ACKNOWLEDGEMENT
I am sincerely thankful to all, who have contributed their time, knowledge and skills for the
preparation of this research report.

I am really thankful to my Research Guide, College Principal and the institute “Lal Bahadur
Shastri College of Higher Education” to give me the opportunity to conduct this research and
learn the best from it. I am thankful to my research guide, my batch mates & relatives for
providing me all the assistance, support and cooperation needed during the preparation of
research report.

Shobhit Kapoor
EXECUTIVE SUMMARY

The term 'athletic shoes' is typically used for shoes utilized for running in a marathon or half
marathon, basketball, and tennis (among others), but tends to exclude shoes for sports played on
grass such as association football and rugby football, which are generally known as 'studs' or in
North America as 'cleats'.
Attributes of an athletic shoe include a flexible sole, appropriate tread for the function, and
ability to absorb impact. As the industry and designs have expanded, the term "athletic shoes" is
based more on the design of the bottom of the shoe than the aesthetics of the top of the shoe.
Today's designs include sandals, Mary Janes, and even elevated styles suitable for running,
dancing, and jumping.

PUMA
Puma AG is a multinational company that is based in German and manufactures high athletic
and sportswear shoes both for women and men, It was founded by Rudolf Dassler after a dispute
with his brother Adi Dassler with whom they had founded the Dassler Schuhfabrik in 1924.
Puma had a very poor brand image that show a decline in its market share and prompted puma to
change it strategic decisions to improve on its image, this process of change was led by Jochen
Zeitz Puma CEO based on phases one to four of strategic plan to change puma’s image so that it
can compete favorable in the marketplace and within a couple of years Jochen Zeitz had change
puma’s brand image into one of the most desirable and sought after brand of sportswear and
footwear worn both buy celebrities and fashion followers all over the word.
ADDIDAS
Adidas was the dominating manufacturer of sporting goods. It achieved this success by
developing cleated shoes for the soccer and track and field sports. The landscape of the sporting
goods industry has changes, but Adidas has not changed with it. Sporting good textiles and
footwear have become popular with younger individuals as a substitute for casual wear. Soccer
and track and field sports are no longer the mainstream sports. These sports have been replaced
in market share by sports such as baseball, basketball, football, and fitness activities like
aerobics. Adidas has not developed the marketing mix to compete in these sports and fitness
activities.
NIKE
Nike Shoes has been chosen as the product of this project. In our decision of choosing Nike
Shoes, its being the world’s leading innovator in athletic footwear had the most important
impact. Nike Inc.’s confident mission desires to bring inspiration and innovation to every
athlete* in the world; by the means of athlete* it accepts everybody who has a body. Nike’s this
self-confident mission and innovative vision has already made us inspired and wishes to become
a part of it.
REEBOK
Reebok International feels comfortable stepping out onto any surface. The company, a subsidiary
of Germany's adidas AG, has long been at home in sporting arenas as a top US maker of athletic
shoes. In addition to its namesake sportswear and accessories, Reebok caters to hockey
aficionados through its Canadian Reebok-CCM Hockey division, and it’s Sports Licensed
Division
TABLE OF CONTENT

CHAPTER- 1: INTRODUCTION
1.1 About Organization/ Industry Profile………………………………
1.2 SWOT Analysis
CHAPTER – 2: Literature Review
2.1 Literature Review ………………………………………………………………
CHAPTER – 3: RESEARCH METHODOLOGY
3.1 Purpose of the study…………………………………………………..………...…
3.2 Research Objectives of the study…………………………………………………..
3.3 Research Methodology of the study………………………………………….
3. 3.1 Research Design……………………………… …………………………......
3.3.2 Data Collection Techniques …………………………………
3.3.3 Sample design………………………………………………………………...
3.3.3.1 Population……………………………………………………………..
3.3.3.2 Sample size……………………………………………………………
3.3.3.3 Sampling method……………………………………………………...
3.3.4 Method of data collection……………………………………………………..
3.3.4.1 Instrument for data collection………………………………………………………
3.3.4.2 Drafting of a questionnaire…………………………………………….
3.3.5 Limitations……………………………………………………………………
CHAPTER – 4: ANALYSIS& INTERPRETATION
CHAPTER- 5: FINDINGS & SUGGESTIONS
5.1 Findings …………………………………………………………………………..
5.2 Suggestions…………………..…………………..…………………..………………
CHAPTER- 6: CONCLUSION
BIBLIOGRAPHY
Bibliography……..………………..…………………..…………………..…………
ANNEXURES
 CHAPTER - 1
INTRODUCTION
 INDUSTRY PROFILE

Type Societas Europaea

Traded as FWB: PUM
Industry Clothing and goods manufacture
1924 as Gebrüder Dassler Schuhfabrik
Founded
(registered in 1948)
Founder(s) Rudolf Dassler
Headquarters Herzogenaurach, Germany
Area served Worldwide
Jochen Zeitz (Chairman)Franz Koch (CEO)
Key people
Klaus Bauer (COO)
Footwear, sportswear, sports goods, fashion
Products
accessories
Revenue €4.1 billion (2017)
Operating income €244.6 million
Profit €135.8 million
Total assets €2.853.8billion
Total equity €1.656.7billion
Employees 11,787(average)
Parent PPR
Website www.puma.com
PUMA is one of the world’s leading sport lifestyle companies that designs and develops
footwear, apparel and accessories. It is committed to working in ways that contribute to the
world by supporting Creativity, Sustainability and Peace, and by staying true to the principles of
being Fair, Honest, Positive and Creative in decisions made and actions taken.

PUMA starts in Sport and ends in Fashion. It’s Sport Performance and Lifestyle labels include
categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features
collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and
Sergio Rossi.

The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was
founded in 1948, distributes its products in more than 120 countries, employs more than 11,000
people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong
Kong.

Registered Office: Herzogenaurach, Germany

Official Company Language: English
Brands: The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn.

ORIGINS AND HISTORY

BACKGROUND
Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a
small laundry in the Bavarian town of Herzogenaurach, 20 km (12.4 mi) from the city
of Nuremberg. After leaving school, their son, Rudolf Dassler, joined his father at the shoe
factory. When he returned from fighting in World War I, Rudolf received a management position
at a porcelain factory, and later in a leather wholesale business in Nuremberg.
Rudolf returned to Herzogenaurach in 1924 to join his younger brother, Adolf, nicknamed "Adi",
who had founded his own shoe factory. They named the new business "Gebrüder Dassler
Schuhfabrik" (Dassler Brothers Shoe Factory). The pair started their venture in their mother's
laundry. 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. Adi drove from Bavaria
to the 1936 Summer Olympics in Berlin with a suitcase full of spikes and persuaded United
States sprinter Jesse Owens to use them, the first sponsorship for an African American. Owens
won four gold medals. Business boomed; the Dasslers were selling 200,000 pairs of shoes
annually before World War II.

COMPANY SPLIT AND CREATION OF PUMA

Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party. A growing rift
between the brothers reached a breaking point during an Allied bomb attack in 1943. Adi and his
wife climbed into a bomb shelter that Rudolf and his family were already in. "Here are the
bloody bastards again," Adi said, apparently referring to the Allied war planes, but Rudolf was
convinced his brother meant him and his family. When 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.
The brothers split the business in 1948. Rudolf moved to the other side of the Aurach River to
start his own company. Adolf started his own sportswear company using a name he formed using
his nickname—Adi—and the first three letters of his last name—Das—to establish Adidas.
Rudolf created a new firm that he called "Ruda", from "Ru" in Rudolf and "Da" in Dassler.
Rudolf's company changed its name to Puma Schuhfabrik Rudolf Dassler in 1948.

EARLY YEARS AND RIVALRY WITH ADIDAS

Puma and Adidas entered a fierce and bitter rivalry after the split. The town of Herzogenaurach
was divided on the issue, leading to the nickname "the town of bent necks"—people looked
down to see which shoes strangers wore. Even the town's two football clubs were divided: ASV
Herzogenaurach club supported Adidas, while 1 FC Herzogenaurach endorsed Rudolf's
footwear. When handymen were called to Rudolf's home, they would deliberately wear Adidas
shoes. Rudolf would tell them to go to the basement and pick out a pair of free Pumas. The two
brothers never reconciled, and although both are buried in the same cemetery, they are spaced
apart as far as possible.
In 1948, the first football match after World War II, several members of the West German
national football team wore Puma boots, including the scorer of West Germany's first post-war
goal, Herbert Burdenski. Four years later, at the 1952 Summer Olympics, 1500
metres runner Josy Barthel of Luxembourgwon Puma's first Olympic gold in Helsinki, Finland.
At the 1960 Summer Olympics Puma paid German sprinter Armin Hary to wear Pumas in the
100 metre sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas
rejected this request. The German won gold in Pumas, but then laced up Adidas for the medals
ceremony, to the shock of the two Dassler brothers. Hary hoped to cash in from both, but Adi
was so enraged he banned the Olympic champion.

THE PELÉ PACT AND SUBSEQUENT AFFAIRS

A few months prior to the 1970 FIFA World Cup, Armin Dassler and his cousin, Horst Dassler,
sealed an agreement which was dubbed "The Pelé pact". This agreement dictated that Pelé would
be out of bounds for both Adidas and Puma. However, Pelé complied with a request by Puma's
representative Hans Henningsen to increase the awareness and profile of Puma after he received
$120,000 to wear the Form stripes. At the opening whistle of a 1970 World Cup finals match,
Pelé stopped the referee with a last-second request to tie his shoelaces before kneeling down to
give millions of television viewers a close-up of his Pumas. This outraged Horst, and future
peace agreements were called off.
Two years later, during the 1972 Summer Olympics, Puma provided shoes for the Ugandan 400
metres hurdles champion, John Akii-Bua. After Akii-Bua was forced out of Uganda by
its military government, Puma employed him in Germany. Eventually Akii-Bua returned to
Uganda.
In May 1989, Rudolf's sons Armin and Gerd Dassler agreed to sell their 72 per cent stake in
Puma to Swiss business Cosa Liebermann SA. Puma became a public company in 1986, and
thereafter was listed on the Börse München and Frankfurt Stock Exchange.
PRESENT DAY
Puma AG has 11,700 employees and distributes its products in more than 120 countries. For the
fiscal year 2003, 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. Puma ranks as one of the top shoe brands, after Reebok, Adidas, and
Nike.
The company has been led by CEO and Chairman Jochen Zeitz since 1993. His contract was
extended 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
Puma is the main producer of enthusiast driving shoes and race suits. They are the primary
producer for Formula One and NASCAR clothing. They won the rights to sponsor the 2006
FIFA World Cup champions, the Italian national football team, making and sponsoring the
clothing worn by the team. They entered a partnership with Ferrari, Ducati and BMW to make
Puma-Ferrari, Puma-Ducati and Puma-BMW shoes. On 15 March 2007 Puma launched its
2007/2008 line of uniforms for a club, and Brazilian football club Grêmio will be the first to use
the laser-sewn technology, similar to that worn by Italy at the 2006 World Cup, because their
season starts six months earlier than European clubs.

SPECIAL EDITIONS OF KING FOOTBALL BOOTS

In 2008 Puma commemorated the 40th anniversary of the "King" model of boots with a special
anniversary edition, the King XL (XL is 40 in Roman Numerals), a tribute to Portuguese
footballer Eusébio, who scored 42 goals with King boots in 1968, winning the Golden Boot
Award as Europe's leading scorer. Puma have continued to release new versions of the King
range, and released a version in 2009 to celebrate the history of Italian soccer, and in particular
the Puma King XL Italia, in honour of double World Cup winning coach Vittorio Pozzo. In 2010
a Puma King model was released commemorating the 50th birthday of Diego Maradona, with a
model called the Puma King Diego Finale football boot. This edition was created in the colours
of La Albiceleste, the Argentina National football team.
 Type Public Company
Industry Clothing, Accessories
Founded 1924 As Gebrüder Dassler Schuhfabrik
Founder(S) Adolf Dassler
Herzogenaurach, Germany
Headquarters
Portland, Oregon, USA
Area Served Worldwide
Igor Landau (Chairman) Herbert Hainer
Key People
(CEO)
Footwear, Sportswear, Sports
Products
Equipment, Toiletries
Revenue €19.291 Billion (2016)
Operating Income €1.5 Billion
Profit €725 Million
Total Assets €13.34 Billion
Total Equity €5.66 Billion
Employees 53,751
Website Adidas-Group.Com

For over 80 years the adidas Group has been part of the world of sports on every level, delivering
state-of-the-art sports footwear, apparel and accessories. Today, the adidas Group is a global
leader in the sporting goods industry and offers a broad portfolio of products. Products from the
adidas Group are available in virtually every country of the world. Company’s strategy is simple:
continuously strengthen our brands and products to improve the competitive position and
financial performance. 
Activities of the company and its around 170 subsidiaries are directed from the Group's
headquarters in Herzogenaurach, Germany. It is also home to the adidas brand. Reebok
Headquarters are located in Canton, Massachusetts. Tailor-made-adidas Golf is based in
California. The company also operates creation centres and development departments at other
locations around the world, corresponding to the related business activity. Adidas Sourcing Ltd.,
a fully-owned subsidiary headquartered in Hong Kong, is the worldwide sourcing agent for the
adidas Group.

Corporate Address: Herzogenaurach, Germany

Official Company Language: English
Brands: The Adidas Group owns the brands Adidas, Reebok and TaylorMade - Adidas Golf.

ORIGINS AND HISTORY

GEBRÜDER DASSLER SCHUHFABRIK

Christoph von Wilhelm Dassler was a worker in a shoe factory, while his wife Pauline ran a
small laundry in the Bavarian town of Herzogenaurach, 20 km (12.4 mi) from the city
of Nuremberg. After leaving school, their son, Rudolf "Rudi" Dassler, joined his father at the
shoe factory. When he returned from fighting in World War I, Rudolf received a management
position at a porcelain factory, and later in a leather wholesale business in Nuremberg.
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 July 1924, his brother Rudolf
returned to Herzogenaurach to join his younger brother's business, which became Gebrüder
Dassler Schuhfabrik (Dassler Brothers Shoe Factory) and prospered. The pair started the 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.
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 U.S. sprinter Jesse
Owens to use them, the first sponsorship for an African American. Following Owens's haul of
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 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.

COMPANY SPLIT
Both brothers joined the Nazi Party, but Rudolf was slightly closer to the party than Adolf.
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, 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.
The brothers split up in 1947 with:
 Rudi forming a new firm that he called Ruda – from Rudolf Dassler, later rebranded Puma,
and
 Adi forming a company formally registered as Adidas AG from Adi Dassler on 18 August
1949. Although it is popularly claimed that the name is an acronym for All Day I Dream about
Sport, that phrase is a backronym; the name is actually a portmanteau formed from "Adi" (a
nickname for Adolf) and "Das" (from "Dassler").

EARLY YEARS AND RIVALRY WITH PUMA

Puma and Adidas entered a fierce and bitter rivalry after the split. The town of Herzogenaurach
was divided on the issue, leading to the nickname "the town of bent necks"—people looked
down to see which shoes strangers wore. Even the town's two football clubs were divided: ASV
Herzogenaurach club supported Adidas, while 1 FC Herzogenaurach endorsed Rudolf's
footwear. When handymen were called to Rudolf's home, they would deliberately wear Adidas
shoes. Rudolf would tell them to go to the basement and pick out a pair of free Pumas. The two
brothers never reconciled, and although both are buried in the same cemetery, they are spaced
apart as far as possible.
In 1948, the first football match after World War II, several members of the West German
national football team wore Puma boots, including the scorer of West Germany's first post-war
goal, Herbert Burdenski. Four years later, at the 1952 Summer Olympics, 1500
metres runner Josy Barthel of Luxembourg won Puma's first Olympic gold in Helsinki, Finland.
At the 1960 Summer Olympics Puma paid German sprinter Armin Hary to wear Pumas in the
100 metre sprint final. Hary had worn Adidas before and asked Adolf for payment, but Adidas
rejected this request. The German won gold in Pumas, but then laced up Adidas for the medals
ceremony, to the shock of the two Dassler brothers. Hary hoped to cash in from both, but Adi
was so enraged he banned the Olympic champion.

THE TAPIE AFFAIR

After a period of trouble following the death of Adolf Dassler's son Horst Dassler in 1987, the
company was bought in 1989 by French industrialist Bernard Tapie, for ₣1.6 billion (now
€243.9 million), which Tapie borrowed. Tapie was at the time a famous specialist of rescuing
bankrupt companies, an expertise on which he built his fortune.
Tapie decided to move production offshore to Asia. He also hired Madonna for promotion. He
sent, from Christchurch, New Zealand, a shoe sales representative to Germany and met Adolf
Dassler's descendants (Amelia Randall Dassler and Bella Beck Dassler) and was sent back with a
few items to promote the company there.
In 1992, unable to pay the loan interest, Tapie mandated the Credit Lyonnais bank to sell Adidas,
and the bank subsequently converted the outstanding debt owed into equity of the enterprise,
which was unusual as per the prevalent French banking practice. The state-owned bank had tried
to get Tapie out of dire financial straits as a personal favour to Tapie, it is reported, because
Tapie was Minister of Urban Affairs (minister de la Ville) in the French government at the time.
In February 1993, Credit Lyonnais sold Adidas to Robert Louis-Dreyfus, a friend of Bernard
Tapie for a much higher amount of money than what Tapie owed, 4.485 billion
(€683.514 million) francs rather than 2.85 billion (€434.479 million).
Robert Louis-Dreyfus became the new CEO of the company. He was also the president
of Olympique de Marseille, a team Tapie had owned until 1993.Tapie filed for personal
bankruptcy in 1994. He was the object of several lawsuits, notably related to match fixing at the
football club. During 1997, he served 6 months of an 18-month prison sentence inLa
Santé prison in Paris.

POST—TAPIE ERA
In 1994, combined with FIFA Youth Group, SOS Children's Villages became the main
beneficiary.
In 1997, Adidas AG acquired the Salomon Group who specialized in ski wear, and its official
corporate name was changed to Adidas-Salomon AG because with this acquisition Adidas also
acquired the Taylor made Golf Company and Maxfli, which allowed them to compete with Nike
Golf.
In 1998, Adidas sued the NCAA over their rules limiting the size and number of commercial
logos on team uniforms and clothing. Adidas withdrew the suit, and the two groups established
guidelines as to what three-stripe designs would be considered uses of the Adidas trademark.
In 2003, Adidas filed a lawsuit in a British court challenging Fitness World Trading's use of a
two-stripe motif similar to Adidas's three stripes. The court ruled that despite the simplicity of
the mark, Fitness World’s use was infringing because the public could establish a link between
that use and Adidas's mark. In September 2004, top English fashion designer Stella
McCartney launched a joint-venture line with Adidas, establishing a long-term partnership with
the corporation. This line is a sports performance collection for women called "Adidas by Stella
McCartney", and it has been critically acclaimed. Also in 2005, on 3 May, Adidas told the public
that they sold their partner company Salomon Group for €485m to Amer Sports of Finland. In
August 2005, Adidas declared its intention to buy British rival Reebok for $3.8 billion (US$).
This takeover was completed with partnership in January 2006 and meant that the company
would have business sales closer to those of Nike in North America. The acquisition of Reebok
would also allow Adidas to compete with Nike worldwide as the number two athletic shoemaker
in the world. Adidas has global corporate headquarters in Germany and many other business
locations around the world such as Portland OR, Hong Kong, Toronto, Taiwan, England, Japan,
Australia, and Spain. Mainly sold in the U.S., Adidas makes lots of assets from these countries
and is expanding to more overseas countries.
In 2005, Adidas introduced the Adidas 1, the first ever production shoe to use a microprocessor.
Dubbed by the company "The World's First Intelligent Shoe", it features a microprocessor
capable of performing 5 million calculations per second that automatically adjusts the shoe's
level of cushioning to suit its environment. The shoe requires a small, user-replaceable battery
that lasts for approximately 100 hours of running. On 25 November 2005, Adidas released a new
version of the Adidas 1 with an increased range of cushioning, allowing the shoe to become
softer or firmer, and a new motor with 153 per cent more torque. On 11 April 2006, Adidas
announced an 11-year deal to become the official NBA clothing provider. They will make
NBA, NBDL, and WNBA jerseys and products as well as team-coloured versions of the
"Superstar" basketball shoe. This deal (worth over $400 million) takes the place of the previous
10-year Reebok deal that was put in place in 2001.
Type Public Company
Traded As Nyse:Nike
Industry Apparels, Accessories And Clothing
Founded 1964
Founder(S) Bill Bowerman

Washington County, Oregon, United States

Headquarters
(Near Beaverton, Oregon)

Area Served Worldwide

Phil Knight(Chairman)
Key People
Mark Parker(President And CEO)

Athletic Footwear And Apparel, Sport And

Products
Other Athletic And Recreational Products

Revenue US$ 34.35 Billion

Operating Income US$ 4.95 Billion
Net Income US$ 4.24 Billion
Total Assets US$ 23.26 Billion
Total Equity US$ 12.41 Billion
Employees 74,400
Website Nike.Com
Nike, Inc. Is a major publicly traded clothing, footwear, sportswear, and equipment supplier
based in the United States. The company is headquartered near Beaverton, Oregon, in
the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and
a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal
year 2008 (ending May 31, 2008). As of 2008, 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.
The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill
Bowerman and Phil Knight, and officially became Nike, Inc. On May 30, 1978.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.

Headquarters: Washington Country, Oregon, United states.

Company’s official language: English
Brands: Cole haan, Converse, Hurley, Jordan brand, Nike golf, Umbro.

ORIGINS AND HISTORY

Nike, originally known as Blue Ribbon Sports (BRS), 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 (now ASICS), making
most sales at track meets out of Knight's automobile.
According to Otis Davis, a student athlete whom Bowerman coached at the University of
Oregon, who later went on to win two gold medals at the 1960 Summer Olympics, Bowerman
made the first pair of Nike shoes for him, contradicting a claim that they were made for Phil
Knight. Says Davis, “I told Tom Brokaw that I was the first. I don't care what all the billionaires
say. Bill Bowerman made the first pair of shoes for me. People don't believe me. In fact, I didn't
like the way they felt on my feet. There was no support and they were too tight. But I saw
Bowerman make them from the waffle iron, and they were mine.”
The company's profits grew quickly, and, in 1967, 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 Swoosh newly designed by Carolyn Davidson. The Swoosh was first used by
Nike on June 18, 1971, and was registered with the U.S. Patent and Trademark Office on January
22, 1974.
The first shoe sold to the public to carry this design was a soccer 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 derived from the Greek goddess of victory. In 1978, BRS, Inc. officially renamed
itself to Nike, Inc. Beginning with Ilie Năstase, 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 attained a 50% market share in the U.S. 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.
Together, Nike and Wieden+Kennedy have created many print and television advertisements,
and Wieden+Kennedy remains Nike's primary ad agency. It was agency co-founder Dan
Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which
was chosen by Advertising Age as one of the top five ad slogans of the 20th century and
enshrined in the Smithsonian Institution. Walt Stack was featured in Nike's first "Just Do It"
advertisement, which debuted on July 1, 1988. Wieden credits the inspiration for the slogan to
"Let’s do it", the last words spoken by Gary before he was executed.
Throughout the 1980s, Nike expanded its product line to encompass many sports and regions
throughout the world.
Type Subsidiary Of Adidas

Industry Sports Equipment

Founded 1895

Founder J.W. Foster

Headquarters Canton, Massachusetts, US

Area Served Worldwide

Key People Paul Fireman (CEO)

Products Sportswear, Footwear

Net Income $1.84 billion

Parent Adidas

Website Reebok.Com
Reebok International Limited, a subsidiary of the German sportswear company Adidas since
2005, is a producer of athletic shoes, apparel, and accessories. The name comes from
the Afrikaans spelling of Reebok, a type of African antelope or gazelle. In 1890 in Holcombe
Brook, a small village 6 miles north east of Bolton, United Kingdom, Joseph William Foster was
making a living producing regular running shoes when he came up with the idea to create a
novelty spiked running shoe. After his ideas progressed he joined with his sons, and founded a
shoe company named J.W. Foster and Sons in 1895.
In 1958, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in
United Kingdom, having found the name in a dictionary won in a race by Joe Foster as a boy; the
dictionary was South African edition hence the spelling. The company lived up to the J.W.
Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979,
Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade
show and negotiated to sell them in North America.

Headquarters: Canton, Massachusetts, US

Company’s official language: English

ABOUT US
Reebok is an American-inspired, global brand that creates and markets sports and lifestyle
products built upon a strong heritage and authenticity in sports, fitness and women’s categories.
The brand is committed to designing products and marketing programs that reflect creativity and
the desire to constantly challenge the status quo.

REEBOK'S VISION
Fulfilling Potential
Reebok is dedicated to providing each and every athlete - from professional athletes to
recreational runners to kids on the playground - with the opportunity, the products, and the
inspiration to achieve what they are capable of. We all have the potential to do great things. As a
brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and
employees fulfil their true potential and reach heights they may have thought un-reachable.
REEBOK'S MISSION
Always Challenge and Lead through Creativity
At Reebok, we see the world a little differently and throughout our history have made our mark
when we’ve had the courage to challenge convention. Reebok creates products and marketing
programs that reflect the brand’s unlimited creative potential.

REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life Reebok understands that people are, above all, unique.
Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they
are - their unique points of view, their individual style and their remarkable talents and
accomplishments. Reebok celebrates their individuality, their authenticity and the courage it
takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok
calls them visionary and original. 

REEBOK'S PURPOSE
To Empower Global Youth to Fulfil their Potential Commitment to Corporate Responsibility is
an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through
the Reebok Human Rights program, were the primary focus of this effort. Reebok has expanded
on what had been built and created a Global Corporate Citizenship platform with a purpose for
the brand that will help underprivileged, underserved youth around the world fulfil their potential
and live healthy, active lives.
REEBOK'S BRAND TERRITORY
Having Fun Staying in Shape.
Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed
through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner
allows the consumer to look at sport and lifestyle through our lens of 'Ree.'
SWOT ANALYSIS OF COMPANIES

SWOT ANALYSIS OF PUMA

STRENGHTS

• Puma is very competitive organization. More diversified than its competition

• Wide array of shoe-wear

• Strategic acquisitions with reputable companies.

• Brand stands for quality, latest technology and prestige.

• Favourable brand recognition

• Increase in demand is the expected market trend

• Global brand

• Puma’s top management is highly marketing oriented, and most of the key personnel
come from marketing background. This is strength in this business because industry is market
driven instead of product driven.

WEAKNESSES

• Less promotional activities taken up by the company.

• They have a diversified range of sports products but income is heavily depended on
footwear.

• Retail sector is very price sensitive.

• Faces retailer pressure.

OPPORTUNITIES

• Acquisitions.

• Product and services expansion.

• Non-PUMA brands.

• Growing Market for sports apparel.

• Increase in the use of E-commerce shopping.

• Increase endorsement programme.

• Tie up with local market player to boost the sales volume.

• Market Diversification

THREATS

• Competition from foreign markets.

• Competitor’s actions.

• Change in consumer lifestyles/Patterns

• Growing power of customers and suppliers.

• Financial slowdown

• Increase in taxation

• New competitors entering the market.

• Lower cost competitors or imports.

SWOT ANALYSIS OF ADIDAS

STRENGTHS

• World Wide presence in 200 countries.

• High quality product.

• In many events it is the biggest sponsor, i.e. Olympics.

• Strong management team - effective marketing strategy.

• Strong brand recognition and reputation - Online presence.

• Demographically wide spread, outlets, city stores or in supermarkets.

• Diverse and varied product offered inshore and online.

• Strong control over its own distribution channel.

• No bad reputation with child labour or environment pollution.

• Long list of production line - Stronghold in the football industry.

• Group includes Reebok. (Which has been biggest rival in past.)

• Competes well with American rival Nike.

• In early 2000 has successful joint venture with Stella McCartney.

• Customers are key mission, new products introduced by their response.

• NBA deal in 2006 for 11 years.

WEAKNESSES

• Isn't market leader - Nike 18% Adidas 15%.

• E-commerce is largely narrowed to the US market only.

• Over dependence on external manufacturing - network of retailing to whole sale dealers

isn't always followed.

• Limited budget allocation to advertisements.

• Few influential athletes in Brand ambassador portfolio.

• Poor Ad agency.

• Online customer service - described as not helpful.

• Price linked to high quality- over pricing.

• Nike buying property at Westfield Shopping Centre.

OPPORTUNITIES

• Growing Market for sports apparel

• Increase in the use of E-commerce shopping

• Collaborate with other online retailers to offer adidas products?

• Outsourcing the web development and e-commerce to a third party developer.

• Positive and increasing market trends increase through effective advertising (technology
driven products.)

• Increase endorsement programme.

• Tie up with local market player to boost the sales volume.

• Successful joint venture with Stella McCartney - females to participate in athletics.

• Market Diversification

• Enter new markets/ Expand customer base.

THREATS

• Volatile Global Economic Environment - Crisis?

• Cut throat competition with rival Nike. Price War.

• Competition from foreign markets.

• Competitor’s actions.

• Change in consumer lifestyles/Patterns

• Growing power of customers and suppliers.

• Financial slowdown

• New competitors entering the market.

• Fakery of Adidas products is common due to high price point

• Enhanced Nike marketing of footwear.

• Sponsored athletes (Kobe Byrant) reflecting negative image with illegal activities.

• Nike have bigger marketing activity budget.

• Increase in price of raw materials.

SWOT ANALYSIS NIKE, INC.

STRENGTHS

• Nike is a very competitive organization. Phil Knight (Founder and CEO) is often quoted
as saying that 'Business is war without bullets.' Nike has a healthy dislike of is competitors. At
the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not.
However Nike sponsored the top athletes and gained valuable coverage.

• Nike has no factories. It does not tie up cash in buildings and manufacturing workers.
This makes a very lean organization. Nike is strong at research and development, as is evidenced
by its evolving and innovative product range. They then manufacture wherever they can produce
high quality product at the lowest possible price. If prices rise, and products can be made more
cheaply elsewhere (to the same or better specification), Nike will move production.

• Nike is a global brand. It is the number one sports brand in the World. Its famous
'Swoosh' is instantly recognisable, and Phil Knight even has it tattooed on his ankle.

WEAKNESSES

• The organization does have a diversified range of sports products. However, the income
of the business is still heavily dependent upon its share of the footwear market. This may leave it
vulnerable if for any reason its market share erodes.

• The retail sector is very price sensitive. Nike does have its own retailer in Nike Town.
However, most of its income is derived from selling into retailers. Retailers tend to offer a very
similar experience to the consumer. Can you tell one sports retailer from another? So margins
tend to get squeezed as retailers try to pass some of the low price competition pressure onto
Nike.
OPPORTUNITIES

• Product development offers Nike many opportunities. The brand is fiercely defended by
its owners whom truly believe that Nike is not a fashion brand. However, like it or not,
consumers that wear Nike product do not always buy it to participate in sport. Some would argue
that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since
product could become unfashionable before it wears out i.e. consumers need to replace shoes.

• There is also the opportunity to develop products such as sport wear, sunglasses and
jewellery. Such high value items do tend to have associated with them, high profits.

• The business could also be developed internationally, building upon its strong global
brand recognition. There are many markets that have the disposable income to spend on high
value sports goods. For example, emerging markets such as China and India have a new richer
generation of consumers. There are also global marketing events that can be utilised to support
the brand such as the World Cup (soccer) and The Olympics.

THREATS

• Nike is exposed to the international nature of trade. It buys and sells in different
currencies and so costs and margins are not stable over long periods of time. Such an exposure
could mean that Nike may be manufacturing and/or selling at a loss. This is an issue that faces all
global brands.

• The market for sports shoes and garments is very competitive. The model developed by
Phil Knight in his Stamford Business School days (high value branded product manufactured at a
low cost) is now commonly used and to an extent is no longer a basis for sustainable competitive
advantage. Competitors are developing alternative brands to take away Nike's market share.
• As discussed above in weaknesses, the retail sector is becoming price competitive. This
ultimately means that consumers are shopping around for a better deal. So if one store charges a
price for a pair of sports shoes, the consumer could go to the store along the street to compare
prices for the exactly the same item, and buy the cheaper of the two. Such consumer price
sensitivity is a potential external threat to Nike.
 CHAPTER 2
LITERATURE
REVIEW
 LITERATURE REVIEW
PUMA

In July 2011 the company completed a conversion from an Aktiengesellschaft (German public
limited company) to a Societas Europaea, the European Union-wide equivalent, changing its
name from PUMA AG Rudolf Dassler Sport to PUMA SE.[17] At the same time, Franz Koch
replaced the long-serving Jochen Zeitz as the firm's CEO, with Zeitz becoming chairman.

The company has been led by former football professional Bjørn Gulden (CEO) since July 1,
2013.

PUMA is the main producer of enthusiast driving shoes and race suits. They are the primary
producer for Formula One and NASCAR clothing. They won the rights to sponsor the 2006
FIFA World Cup champions, the Italian national football team, making and sponsoring the
clothing worn by the team. They entered a partnership with Ferrari, Ducati and BMW to make
PUMA-Ferrari, PUMA-Ducati and PUMA-BMW shoes. On 15 March 2007 PUMA launched its
2007/2008 line of uniforms for a club, and Brazilian football club Grêmio will be the first to use
the laser-sewn technology, similar to that worn by Italy at the 2006 World Cup, because their
season starts six months earlier than European clubs.

Rihanna was named Creative Director of PUMA overseeing direction of the womenswear line in
December 2014.[5]

As of 2014, PUMA SE employs more than 10,000 people worldwide and distributes its products
in more than 120 countries.
ADDIDAS

In 2005, Adidas introduced the Adidas 1, the first ever production shoe to use a microprocessor.
Dubbed by the company "The World's First Intelligent Shoe", it features a microprocessor
capable of performing 5 million calculations per second that automatically adjusts the shoe's
level of cushioning to suit its environment. The shoe requires a small, user-replaceable battery
that lasts for approximately 100 hours of running. On 25 November 2005, Adidas released a new
version of the Adidas 1 with an increased range of cushioning, allowing the shoe to become
softer or firmer, and a new motor with 153 per cent more torque. On 11 April 2006, Adidas
announced an 11-year deal to become the official NBA clothing provider. They will make NBA,
NBDL, and WNBA jerseys and products as well as team-coloured versions of the "Superstar"
basketball shoe. This deal (worth over $400 million) takes the place of the previous 10-year
Reebok deal that was put in place in 2001.
NIKE

Nike has acquired several apparel and footwear companies over the course of its history, some of
which have since been sold. Its first acquisition was the upscale footwear company Cole Haan in
1988,[20] followed by the purchase of Bauer Hockey in 1994. In 2002, Nike bought surf apparel
company Hurley International from founder Bob Hurley.[21] In 2003, Nike paid US$309 million
to acquire Converse, makers of the Chuck Taylor All-Stars line of sneakers.[22] The company
acquired Starter in 2004[23] and Umbro, known as the manufacturers of the England national
football team's kit, in 2008.[24]

In order to refocus on its core business lines, Nike began divesting of some of its subsidiaries in
the 2000s.[25] It sold Starter in 2007[23] and Bauer Hockey in 2008.[26] The company sold
Umbro in 2012 [27] and Cole Haan in 2013.[28] As of 2013, Nike owns two key subsidiaries:
Converse Inc. and Hurley International.[29][30]
REEBOK

In February 2009, Reebok launched the Jukari Fit to Fly workout, the first in a series of
initiatives to come out of a new, long-term partnership with Cirque du Soleil. Jukari Fit to Fly
makes fitness fun again by introducing a new way to move. The workout has been created on a
specially-designed piece of equipment called the FlySet. The result is a workout that gives the
sensation of flying while strengthening and lengthening the body through cardio, strength,
balance and core training.

Also in 2009, Reebok launched EasyTone footwear. Featuring first-of-its-kind balance pod
technology, the shoe’s proprietary technology was invented by a former NASA engineer.

In 2010, Reebok launched ZigTech, designed to conserve and return energy to the athlete for a
soft and springy ride. The one-of-a-kind ZigTech bottom unit features innovative, lightweight
foam that is engineered into a dramatic, geometric, zig-zag shape. The unique zig-shaped sole
absorbs the impact of heel strike and sends a wave of energy along the length of the shoe to help
propel the athlete forward with each step.

The brand also announced its long-term partnership with NBA standout John Wall. The point
guard for the Washington Wizards debuted the ZigSlash during the 2011-2012 NBA season.

In 2011, Reebok formed a long-term alliance with one of the biggest fitness movements of our
time, CrossFit. This movement is an experience that eliminates the anonymity of the big gym;
involves a Fun and motivating community and the program delivers incredible results.

Reebok also announced its long-term partnership with producer, artist and designer Swizz Beatz.
Swizz brings his innovation, fashion design, music and artistic talents to help launch the 2011
Reethym of Lite campaign. Additionally, Reebok also launched RealFlex, a first-of-its-kind
running and training shoe designed to promote natural movement. RealFlex features 76
independent sensors on the bottom of the shoe strategically positioned to twist, bend, expand and
support to help athletes’ feet move naturally.
 CHAPTER 3
RESERCH
METHODOLOGY
 Purpose of the study

The purpose behind the study is to know the different variables involved with your business
ventures and how it will be accepted on the market along with who will be the target audience.
In a project life cycle , the project study is the second document that is created following the
business case. The purpose of the study is to determine the factor that will make the business
opportunities that was presented in the business case a success.
The study included the exploration of the main focus of the business opportunity along with the
alternative paths it could follow. By collecting this data , management can then make an
informed decision on which path should be persuaded in order to create the most profitable
revenue stream for the company.
The project study will explore the different markets where a target audience might be located.
There should also be alternative target audience and there location explore along with the target
audience, other factor that need to be investigates is how acceptable the deliverable is to the
purpose target audience. There should be several different variations that can include size and
colour difference. This permits the best possible response so that right product can be produce
for the right customers.
The project study also has to explore the price the target audience is willing to pay for the
deliverable. If it is a great product that is need, but overprice , it will not be acceptable by the
market and could fail.

OBJECTIVES OF THE STUDY

The research study tends to follow and achieve specific objectives. These objectives are as
follows:
 1. To know the personal views of people in Delhi regarding their choices among various
brands of sports shoes.
2. To study which brands of sport shoes is mostly preferred by people as per their choices.
3. Comparison between various brands of sport shoes.
4. To find out the factors influencing the people at the time of purchasing sport shoes such
as QUALITY, DURABILITY, VARIETY, PRICE, USE IN SPORTS OR ANY OTHER.

RESEARCH METHOLOGY

The study is an exercise involving estimation of parameters as regard to organizational

requirements- Research was designed so as to get the relevant information.
DATA SOURCE:
Research included collecting both primary and secondary data.

PRIMARY DATA is the first hand data, new data gathered to help solve the problem at hand.
Data is collected personally for the specific project through research. Questionnaire was prepared
to gather information on the company marketing and services.
 For the study the sample method used is “Random Sampling” for a sample size of “100 units”.
The data is collected though “Questionnaire” and “Interview”.

SECONDARY DATA is the second hand data collected by someone else with is gathered
through:-
 Internet
 Publications
 Articles
 Company
 Books

DATA COLLECTION
The data collection method used was none other than survey method which is usually
incorporated for collection of raw information. The survey method is advantageous because it
helps to collect a great deal of information about an individual respondent.

SURVEY:
The type of survey undertaken was that of sample type keeping in consideration the time
constraint and paraphemalic, besides the viability of census survey. The sample survey thus
being taken to the right path to reach the desired destination was carefully planned to convert of
the operation by using selected samples.

STATISTICAL TOOL:
The tool for obtaining the information was questionnaire. A structured questionnaire was
administered. The questionnaire was designed in the view both major and minor objective of
study.
SAMPLING:
With the customer being unknown and given the time and resource constraints random sample
was obtained from different people.
DATA COMPLETION AND ANALYSIS:
After the data was collected, it was tabulated and findings of the project were presented followed
by analysis and interpretation to reach certain conclusions.

RESEARCH DESIGN
The research design is exploratory till identification of customer services parameters. Later it
becomes descriptive when it comes to evaluating customer perception of customer services of
the shoe industry. The research design is the “blue print” of the study. The design of the study
defines the study type (descriptive, core-relation, semi-experimental, review) and sub-type
(example descriptive-longitudinal case study), research question, hypotheses, independent and
dependent variables, experimental design, and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created to seek answers
to research questions.
Descriptive research, also known as stastical research, descibes data and chacterstics about the
population or phenomeon being studied. Descritive research answers the questions who, what,
where, when, how.
Although the data description is factual, accurate and systematic, the research cannot described
what a situation. Thus, descriptive research cannot be used to create a casual relationship, where
one variable affects another. In other words, descriptive research can be said to have a low
requirement for internal validity.
The desperation is used for frequencies, averages and other stastical calculation.often the best
approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative
research often has the aim of description and researchers may follow-up with examination of
why the observations exsists and what the implications of the findings there are many ways to
classify research designs, but sometimes the distinction is artificial and other times different
designs are combined.

DATA COLLECTIVE TECHNIQUE

Primary source- primary data is the data collected by the research themselves. The primary data
was collected by means of a survey. Questionnaire was prepared and customers of lakme brand
at two branches with approached to fill up the questionnaire. The questionnaire contains 10
questions which reflect on the type, quality and services provided by lakme to the customers.
The response of the customer is recorded on the grade scale of strongly disagree, disagree,
uncertain, agree and strongly agree for some questions. The fill up information was later
analysed to obtain the required interpretation and the findings.
Types:-
1. Interview
2. Observation
3. Case studies
4. Life histories
5. Questionnaires

Secondary source- secondary sources are data that already exists. In order to have a proper
understanding of the customer service of alkme a depth study was done from the varios sources
such as books, a lot of data is also collected from the official website of lakme brand and the
 articles from various search engines like google, yahoo search and answer.com

Types:-
1. Previous research
2. Official statistics
3. Mass media product
4. Magazines
5. Company broachers
6. Government reports
7. Web information
.
Sampling design
A sample is a representative part of the population. In sampling technique, information is
collected only from a representative part of the universe and the conclusion are drawn on that
basis for the entire universe. A random sampling technique was used to collect data from the
respondents. A random sample is a sample selected from a population in such a way that every
member of the population has equal chance of being selected and the selection of any individual
does not influence the selection of any other. The selection is purely depends on chance. So
while conducting the survey a, 50 respondents were selected at random.
Sample size
Sample size denotes the number of elements selected for the study. For the present study, 50
respondents were selected at random. All the 50 respondents were the customers of one or
another shoe Industry.

LIMITATIONS

 The sample was collected using sampling techniques. As such result may not give an exact
representation of the population.
 Most of the data being secondary can be biased towards the company.
 Shortage of time is also a reason for incomprehensiveness.
 Many of the respondents were not willing to fill the questionnaire.

CHAPTER - 4
ANALYSIS
AND
INTERPRETATION
 ANALYSIS AND INTERPRETATION

QUESTION: - Which factors affect your preference to wear sports shoes over others?

IMPORTANCE PERCENTAGE (%) FREQUENCY

Comfort 68 102
bn
Price 4 6
Durability 16 25
Use in sports 10 15
Any other 2 2

comfort
PRICE
DURABILITY
USE IN SPORTS
ANY OTHER
COMMENT: THE MAIN GROUND ON WHICH SHOEs BEING PURCHASED IS THE
QUALITY OF THE SHOE. THIS INDICATES THE QUALITY PREFERENCE AMONG
CONSUMERS, RATHER THAN PRICE, DURABILITY ETC

QUESTION: - Which brand do you prefer?

BRAND PERCECENTAGE (%) FREQUENCY

Reebok 28 42

Adidas 34 51

Puma 9 13

Nike 26 39

Others 3 5

35

30

25

20

15

10

0
REEBOK ADIDAS PUMA NIKE OTHER
COMMENT: ADIDAS IS THE MOST PREFERRED BRAND AMONG ALL.

OUESTION: - Why do you prefer this brand of shoes over others?

INFLUENCE PERCENTAGE (%) FREQUENCY

Quality 74 111
Price 5 8
Durability 13 20
Variety 8 11
Any other 0 0

80
70
60
50
40
30
20
10
0
QUALITY PRICE DURABILITY VARIETY ANY OTHER
COMMENT: QUALITY OF THE SHOES HOLDS THE PRIME IMPORTANCE IN ITS
SELECTION.

QUESTION: - Are you satisfied with the quality of preferred brand?

1.4
1.4
%
%

OPTION PERCENTAGE (%) FREQUENCY

Yes 98.6 98.6 148

%
No 1.4 2

YES
NO
COMMENT: - ABOUT 98.4% PERCENTAGE OF THE POPULATION IS SATISFIED
WITH THEIR CHOICE OF BRAND AND IS HAPPY TO STICK WITH IT.

QUESTION: - Are you satisfied with the price range of the brand you prefer?

OPTION PERCENTAGE (%) FREQUENCY

Yes 64 96
No 19 29
No comment 17 25

PERCENTAGE(%)

17%

Yes
No
19%
64% NO COMMENT
COMMENT: PRICE DOES NOT SEEM TO BE AN OBSTACLE IN THE WAY OF
CONSUMERS. MOST OF THE PEOPLE WERE SATISFIED WITH THE PRICE RANGE.

QUESTION: - If the price of your preferred brand increases, will you purchase the ?

BRAND PERCENTAGE FREQUENCY

SAME BRAND 58 87

CHEAPER BRAND 16 23

ANY OTHER BRAND 26 40

100
90
80
70
60
50
40
30
20
10
0
SAME BRAND CHEAPER BRAND ANY OTHER BRAND

PERCENTAGE
FREQUENCY
COMMENT: INCREMENT IN PRICE AFFECTS THE TREND AND MARKET OF THE
“BRANDED SPORTS SHOES”.

QUESTION: - Do you normally switch over to other brands?

OPTION PERCENTAGE (%) FREQUENCY

YES 44 66

NO 56 84

YES NO
COMMENT: MOST OF THE PEOPLE WERE NOT READY TO SWITCH OVER FROM
THEIR BRAND.

QUESTION: - Are you willing to buy the preferred brand at lower price with lower quality?

OPTION PERCENTAGE FREQUENCY

YES 23 34

NO 77 116

140

120

100

80
PERCENTAGE
60 FREQUENCY
40

20

0
YES NO
COMMENT: PEOPLE GIVE MORE IMPORTANCE TO QUALITY THAN PRICE AND
ARE NOT READY TO SACRIFICE IN TERMS OF QUALITY FOR PRICE.

QUESTION: - Do advertisements play any role in selection of brands of shoes?

OPTION PERCENTAGE (%) FREQUENCY

YES 60 90

NO 40 60

90

80

70

60

50
PERCENTAGE
40
FREQUENCY
30
20

10

0
YES NO
 COMMENT: ADVERTISEMENT DOES PLAY A ROLE IN CONSUMER CHOICE.

QUESTION: - Will you purchase another brand of same quality with lower prices?

OPTION PERCENTAGE (%) FREQUENCY

YES 62 93

NO 38 57

100
90
80
70
60
PERCENTAGE
50
40 FREQUENCY
30
20
10
0
YES NO
COMMENT: CONSUMERS LOOK MORE BRAND LOYAL AS THEY ARE NOT READY
TO LEAVE THEIR BRAND FOR OTHER BRAND OF SAME WEIGHTAGE.

CHAPTER – 5
FINDINGS
AND
SUGGESTIONS
SUGGESTIONS
• Adidas needs to maintain its market share and thus can enjoy the cash cow position in the
market matrix.
• Reebok is losing its market share and is at the question mark stage.
Reebok needs to invest the right amount of funds at the right place to be the market leader.
• Nike needs strong investment in the marketing sector. It has all the resources of that of its
competitors but lacks in marketing and promotional tools.
• Puma needs to work on its pricing strategy. Being very expensive, it is not affordable for
majority of consumers.
• Puma also needs to establish its manufacturing units in India to put a barrier on
imitations.
• Beside spending a lot on Research and Development of shoes the company should also
spend on guerrilla marketing, internet marketing, etc. to increase their market share
CHAPTER – 6
CONCLUSION
 CONCLUSIONS

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

 Consumer reactions suggest that ADIDAS is the market leader among all its close
counterparts in the sports shoes and apparel segments.
34% market share is still under its kitty.
After its sponsorship to major sports events and teams like soccer in Europe and cricket in
India give it an extra edge.
Adidas is chasing its position most aggressively so now it requires maintaining its position
with new stuff.
 28% customers are still pro Reebok believer.
The new stuff of the Reebok is attracting the consumers more which might led NIKE at the
top spot in the pack in coming financial year.
 Consumers are not showing that kind of craze in Nike for past few years.
Probably it could be because of the aggressive attention snatched by brands like “Reebok”
and “Adidas” especially in India.
 Only 9% market has been covered by Puma in recent past.
That is miserable as per its standard. Reasons being its restrictive manufacturing in India, and
the cost of the products are not affordable as compared to European and U.S market.

The bottom line of the market research speaks that preference for branded shoes in India has
been increasing on day to day basis and the consumers are quite loyal to their brands.
 BIBLIOGRAPHY

WEBSITES
 www.Reebok.com
 www.Nike.inc.com
 www.Puma.com
 www.Adidas-group.com
 www.diamondleague-newyork.com/Media/Media-Information/
 www.investing.businessweek.com
 www.wikipedia.com
ANNEXURE
 QUESTIONNAIRE

PERSONAL INFORMATIONS:
Name : Age: Gender:

Q.1 Do you prefer wearing sport shoes?

(a) Yes  (b) No 

Q.2 Why do you prefer sports shoes over others?

(a) Comfort  (b) Price 
(c) Durability  (d) Use in sport 
(e) Any other 

Q.3 Which brand do you prefer?

(a) Nike  (b) Adidas 
(c) Puma  (d) liberty 
(e) Any other 

Q.4 Why do you prefer this brand of shoes over others?

(a) Quality  (b) Durability 
 (c) Price  (d) Variety 
(e) Any other 

Q.5 Are you satisfied with the quality of preferred brand?

(a) Yes  (b) No 

Q.6 Are you satisfied with the price range of the brand?
(a) Yes  (b) No 
(c) No comment 

Q.7 What is the influence of price in your choice?

(a) High  (b) Average 
(c) Low 

Q.8 If the price of your preferred brand increases, will you purchase the?
(a) Same brand  (b) Cheaper brand 
(c) Any other brand 

Q.9 Do you normally switch over to other brands?

(a) Yes  (b) No 

Q.10 Are you willing to buy the preferred brand at lower price with lower quality?
(a) Yes  (b) No 

Q.11 Do advertisements play any role in selection of brands of shoes?

(a) Yes  (b) No 

Q.12 Is there any impact of celebrities on your purchase of sport shoes?

(a) Yes  (b) No 
Q.13 Will you purchase another brand of same quality with less price?
(a) Yes  (b) No 