ADIDAS SPORTS DRINK

SUBMITTED BY

Kanchan Debnath
Pravesh Tiwari
Sampurna Sinha
Siddhartha Dutta
 Introduction
• Founded in 1949, It is the largest sportswear manufacturer in Europe, and the second largest in the
world
• Multi-national company expertise in Footwear, Sportswear, Sports Equipment, Clothing
• Owns a global market share of 35%
• Adidas is believed to engender high consumer brand loyalty
• Reebok, Runtastic and Matix are subsidiaries of Adidas
 5 Cs

CONTEXT
• India as a nation is transforming from a “Sports Loving nation to Sports playing Nation”
• Rising no. of premier leagues in different sports such as Cricket ,Football ,Badminton ,Kabaddi, etc.
• Rising no. of marathons in India is an indication of people awareness towards health
• Parents are now more focused to have their child some basic sports involvement

CUSTOMER
• Young generation inclined towards sports
• Existing sports men/women
• Can also cater to needs of health conscious people
• Can be a substitute for all kinds of soft drinks available in the market
COMPETITORS
• Gatorade is the only popular sports drinks available in the market
• Powerade is another drink which is a new entrant in sports drink market

COLLABORATORS
• Already existing retail stores in the market
• Online platforms
• New collaboration with sports institutions
• Local shops

COMPANY
• Strong culture of product and process innovation
• Strong financial position and availability of marketing resources
• Ability to scale production
 SWOT
STRENGTH
• The Brand is at present #2 Sports Brand in the world
• Customer awareness is humungous for the brand
• The Brand has a strong presence in tier #1, 2 cities
• Credibility of the brand is well known among its present consumer base
• Drives on innovation, Adidas keeps on introducing new technology based products

WEAKNESS
• No prior experience in sports drink market
• People unaware about product’s benefit since it is a new venture
• Many varieties tends to confuse customers
• High entry Cost to enter into the market
 SWOT Cont.…
OPPORTUNITY
• Less number of market players
• Huge scope of exploration among various target markets
• Population is more health conscious nowadays
• Celebrity endorsement can increase market share
• The brand could further venture into energy drink

THREAT
• Gatorade has 69% market share. They will not allow Adidas to easily capture the market
• New entrant in sports drink market
ADIDAS SPORTS DRINK – PORTER’S 5 FORCES
 STP
SEGMENTATION
GEOGRAPHICAL
• First explore Tier-1 cities such as Delhi, Mumbai, Bangalore ,Hyderabad, Kolkata, Chennai
• Can also target other cities, where Sports culture and health conscious people are more in number

DEMOGRAPHIC
• Age : 13-35 years
• Youth, adults
• Gender: Male, Female
• Income : Middle Class, Upper middle class, Upper class
 STP Cont.…
PSYCHOGRAPHIC
• Sports loving people
• Health conscious
• Parents who want their child to have sports involvements

BEHAVORIAL
• Knowledge of ADIDAS as a sports brand
• Attitude – not difficult to accept as the Brand already has a place in its customer’s mind
• Benefits – Not Carbonated, High Energy content
 POSITIONING
B2B
• Sports academies
• Different clubs in all kinds of sports
• Different tournaments in all kinds of sports

B2C
• Supermarkets
• Local stores
• E-commerce platforms
• Third party wholesalers
 TARGET MARKET SELECTION
Points of Parity
• A new approach to hydration
• Rejuvenates vital fluids and electrolytes
• Improved performance, suitable for all sports
• Affordable

Points of Difference
• Lactose free
• Gluten free
• Low calorie
• Natural ingredients
 POSITIONING STATEMENT
Adidas sports drink from Adidas India offers a
new approach for hydration that is lactose and
gluten free among its competitors in its
segment and aims to provide rejuvenation to
improve sporting performance with low
calories and natural ingredients.
 Slogan

FUEL TO FEEL
 MARKETING MIX
PRODUCT
• To be launched in 4 kinds of variants
• To be launched in different sizes
• Packaging has to be eye-catchy
• Adhere to the brand image of Adidas since other players do not have sports background
edge

PLACE
• Mainly Tier 1, Tier 2 cities

PRICE
• Value based pricing strategy such as Premium pricing strategy
• Company may set the price in comparison to competitors such as Gatorade, Powerade
• People who desire to buy the drink already willing to pay a nominal price for benefits of it

PROMOTION
• Online promotion are less expensive and are more popular with tech savvy young
generation
ADIDAS SPORTS DRINK – ANSOFF’S
MATRIX
• New product – risky processes, high entry cost
• New product launch helps increase revenues and customer
base
• New product must fulfil their needs and maintain the brand
promise

voc
Idea Gate

idea
Internal
Sources idea
idea NPD
Internal idea
Sources

Internal
Sources
MARKET CAPTURE
 RESEARCH PROGRAM DESIGN
Depth Interviews
QUALITATIVE Focus Groups
Expert Judgement

Standard Surveys
Concept Tests
QUANTITATIVE Perceptual Maps
Conjoint Analysis
Beta Tests
Product Use Test
Pre-Test Market
Test Market
Electronic Test Market

PRE-PROTOTYPE STAGE POST-PROTOTYPE STAGE

MARKETING RESEARCH PROCESS
NEW PRODUCT DEVELOPMENT DECISION PROCESS
 FACTORS TO BE CONSIDERED WHEN
INNOVATING IN THE SPORTS SECTOR

Taste Endorsement

Sports Drink

Nutrition(contains
vitamins, calcium) and
Physiological needs
Health claims (contains
vitamins, calcium)
WHAT ARE THE KEY PHYSIOLOGICAL NEEDS?
FUELS USED IN EXERCISE : CARBOHYDRATE
AND FAT
. Type of exercise
. Training intensity
. Duration of work-out
. Frequency of training sessions

Glucose : Circulates in the blood Free Fatty Acids : Stored in

stream tissue
Glycogen : Bundles of glucose Trigycerides : Stored in the
stored in the liver and muscles muscle
The Fluid formula : What athletes should be drinking

The ideal beverage may not be plain water but look for -

Carbohydrates

Electrolytes (sodium and

potassium)

Flavour
 CONSUMER BUYING BEHAVIOUR
Problem/ Need Recognition
• Lesser number of market players presently
• Consumer have fewer options to choose from

Information search
• Consumers will have the information about Adidas sports drink through advertisements,
retailers, dealers

Evaluation of alternatives
• Consumers can evaluate the drink on the basis its offerings such as taste, price

Purchase decision
• Consumers will make the purchase after evaluating other rival products.
• Marketers of Adidas sports drink should emphasize on the awareness of the drink among
potential consumers

Post Purchase decision

• If the consumer are delighted after being satisfied with product then they will
promote it further by word of mouth, online reviews, etc
HOW TO MAKE THE CUSTOMER LOYAL?
Sports enthusiast
Aspiring sports professionals

Through different advertising channels

Sponsoring sports events like IPL, ISL , Pro Kabaddi

Sample testing activities near different sports academies ,clubs

Sample testing in malls, departmental stores like Reliance Fresh

Attract through Promotional offers

Attract through Discount offers

Push messages to make consumers aware of upcoming schemes

Offer discount coupons ,redemption of which can be done in other

adidas products

“Free” buys through referral code used in digital platform

THANK YOU 