Comparative Study On Nike And Addidas Shoes

8/12/2019 Comparative Study On Nike And Addidas Shoes

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A Project Report on

COMPARATIVE STUDY OF ADIDAS AND NIKE

Submitted to the

APEEJAY INSTITUTE OF TECHNOLOY!SCHOOL OF

"ANAE"ENT

in P#rti#$ Fu$%i$$ment %or the #rd o%

POST GRADUATE DIPLOMA IN MANAGEMENT

(PGDM)

'(

RAHUL DUBEY

P)" *ST

YEARSECTION +',

Under the uid#nce o%

)r- A"IT .U"AR UPA)HYAY

Declaration

RAHUL DUBEY

Students of MBA I Trimester 2013-15, at APEEJAY

INSTITUTE OF TECHNOLOGY-SCHOOL OF


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A /peci#$ th#n2 o% mine 1oe/ to m( co$$e#1ue &ho he$ped me in

comp$etin1 the project 8 The( e7ch#n1ed their intere/tin1 ide#/0 thou1ht/ 8

m#de thi/ project e#/( #nd #ccur#te-

I &i/h to th#n2 m( p#rent/ %or their undi6ided /upport #nd intere/t &ho

in/pired me #nd encour#1ed me to 1o m( o&n (0 &ithout &hom I &ou$d be

un#b$e to comp$ete m( project- At $#/t but not the $e#/t I nt to th#n2 m(

%riend/ &ho #ppreci#ted me %or m( &or2 #nd moti6#ted me #nd %in#$$( to od

&ho m#de #$$ the thin1/ po//ib$e---

RAHUL DUBEY

PGDM *+&t

YEAR,

Content

INTRODUCTION

COMPANY PROFILE

HISTORY OF THE COMPANY

MANUFACTURING PRACTICES OF THE COMPANY


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MARKET SHARE

RESEARCH OBJECTIVE AND METHODOLOGY

THE MARKETING MIX STRATEGIES

SWOT ANALYSIS

RECOMMENDATIONS

LIMITATIONS

CONCLUSION AND IMPLICATIONS

RIVALS COMPARISON

INTRODUCTION

INDUSTRY OERIE)

Indian leather industry is the core stren*th of the Indian foot)ear industry+

It is the en*ine of *ro)th for the entire Indian leather industry and India is

the second lar*est *lobal #roducer of foot)ear after hina+ "e#uted *lobal

brands li'e lorsheim, &unn Bush, Stacy Adams, .abor, lar's, &i'e,

Adidas, "eebo', /cco, eichmann, /lefanten, St Michaels, asley,Salamander and olehaan are manufactured under license in India+

Besides, many *lobal retail chains see'in* uality #roducts at com#etiti%e

#rices are acti%ely sourcin* foot)ear from India+ The foot)ear sector has


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matured from the le%el of manual foot)ear manufacturin* methods to

automated foot)ear manufacturin* system+

esi*n and "etail information is re*ularly made a%ailable to foot)ear

manufacturers to hel# them suitably address the seasons reuirement+

The Indian oot)ear Industry is *earin* u# to le%era*e its stren*ths

to)ards ma4imiin* bene6ts+ Stren*th of India in the foot)ear sector

ori*inates from its command on reliable su##ly of resources in the form of

ra) hides and s'ins, uality 6nished leather, lar*e installed ca#acities for

#roduction of 6nished leather 7 foot)ear, lar*e human ca#ital )ith

e4#ertise and technolo*y base, s'illed man#o)er and relati%ely lo) cost

labour, #ro%en stren*th to #roduce foot)ear for *lobal brand leaders and

acuired technolo*y com#etence, #articularly for mid and hi*h #riced

foot)ear se*ments+ "esource stren*th of India in the form of materials

and s'illed man#o)er is a com#arati%e ad%anta*e for the country+

The e4#ort tar*ets from 2008-09 to 2010-11 as tabulated belo) re:ects

the fact that foot)ear sector is the most si*ni6cant se*ment of the

;eather Industry in India+

India has emer*ed in recent years as a relati%ely so#histicated lo) to

medium cost su##lier to )orld mar'ets

The leather industry in India has been tar*eted by the entral

.o%ernment as an en*ine for economic *ro)th+ ro*ressi%ely, the.o%ernment has #rodded and le*islated a reluctant industry to modernise+

India )as noted as a su##lier of ra)hides and s'ins semi #rocessed

leather and some shoes+

In the 1includin* /uro#e+ It ma'es for some u#mar'et

brands includin* lorsheim >S, ;loyd >.ermany, lar's >C, Mar's and

S#encer>C+India has had mi4ed fortunes in its recent e4#ort

#erformance+ In 2010, e4#orts of shoes )ere SD ?51 millionE in 2011


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these increased to ??3 million but declined in 2012 to ?23 million dollars+

The main mar'ets for Indian leather shoes are C and SA, )hich

bet)een them ta'e about 55@ of total e4#orts+ India has not yet reached

its full #otential in terms of a )orld su##lier+ o)e%er, India is an e4cellent

su##lier of leather u##ers+ Im#ortation of u##ers from India does notinfrin*e TA )ith /uro#e or the SA+ The #otential is set to chan*e albeit

slo)ly, but )ith a #o#ulation ri%allin* hina for sie, there is no doubt the

tussle for )orld domination in foot)ear su##ly is bet)een these t)o

countries+

COMPANY PROFILE

ADIDAS


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In the small .erman %illa*e of ero*enaurach the )orld be*an its lo%e

aFair )ith Adidas >"yno=s om#any istory+ In 1


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units Bas'etball, Ad%enture and Alternati%e S#orts+ The strate*ic business

unit .olf is based in alifornia+ The business unit Ginter S#orts is in

Annecy, rance+ The com#any also o#erates desi*n studios and

de%elo#ment de#artments at other locations around the )orld,

corres#ondin* to the related business acti%ity+ Adidas-Salomon A. hasa##ro4imately 13,H00 em#loyees )orld)ide+

T#rno.er an' Bran' I%a"e

The turno%er of Adidas om#any has *ro)n to 1? Million S dollar in

2008-09+Almost 53@ of the turno%er is from sale of a##arel and

accessories )ith the rest from foot )ear+ The Adidas brand is one of themost #o#ular brands as determined by a )ithin brand sur%ey of

s#orts)ear brands in the year 2009+

F#t#re Plan&

T"&KL/" IS //T/ TK "IS/ TK 19 MI;;IK& S K;;A"

K" AIAS I&IA I& 20012-013 AS B"/AC-/L/& IS K"/AST

"I&.A;/&A" N/A" 20012 A& A& K/"ATI&. B"/AC /L/& "I&.

2013+T/ KT/" AIAS

O

KG&/ B"A&S, SA;KMK& 7 TAN;K" MA/ A"///T/ TK IT I&IA&

AIAS STK"/S "I&. 2012 A& 2013


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COMPANY PROFILE

NI!E

&i'e #roduces bein*

the )orldQs bi**est s#orts became stron*er after enterin* into ne) #artnershi#s

)ith

to# /uro#ean club teams such as Barcelona and A Milan+ At the 1


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* force behind &i'eQs success+ oach Bo)er man 6*ured that e%ery ounce

he sha%ed of a milerQs shoe )ould result in 200 fe)er #ounds lifted o%er

the

distance+ is li*ht)ei*ht )aRe sole become the foundation of &i'e and

re%olutionied and entire industry+

Bo)er manQs )aRe sole set the sta*e for an

unri%alled tradition of inno%ation+

HISTORY OF THE COMPANY

NI!E

The com#any )as founded on Panuary 25, 1


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In 1


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The com#anys clothin* and shoe desi*ns ty#ically featurethree p#r#$$e$ b#r/,

and the same motif is incor#orated into Adidass current oJcial lo*o+The

com#any re%enue for 2012 )as listed at@1H+H9 billion+

In 1


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MAR!ET SHARE /

NI!E

&i'e currently en!oys a H8@ mar'et share of the domestic foot)ear

industry, )ith sales of D3+88 billion+ &i'e has been manufacturin*

throu*hout the Asian re*ion for o%er t)enty-6%e years, and there are o%er

500,000 #eo#le today directly en*a*ed in the #roduction of their #roducts+

They utilie an outsourcin* strate*y, usin* only subcontractors throu*hout

the *lobe+ Their ma!ority of their out#ut today is #roduced in factories in

hina, Indonesia, and Lietnam, but they also ha%e factories in Italy, the

hili##ines, Tai)an, and South Corea+ These factories are 100@ o)ned by

subcontractors, )ith the ma!ority of their out#ut consistin* solely of &i'e

#roducts+ o)e%er, &i'e does em#loy teams of four e4#atriates #er each

of the bi* three countries >hina, Indonesia, Lietnam, that focus on bothuality of #roduct and uality of )or'in* conditions, %isitin* the factories

)ee'ly+ They also de%elo#ed their code of conduct in 1


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A study to #ro%ide insi*ht into the bene6ts of mar'etin* techniues

ado#ted by com#anies and its eFecti%eness in the foot)ear industry+

To study the foot)ear industry in India )ith reference to Adidas and &i'eshoes+

To *et the customer, dealer and retailers #erce#tions

To 'no) the IndustryQs internal and e4ternal en%ironment by 'no)in* Stren*th,

Gea'nesses, K##ortunities and Treats+

To analyse the current scenario to 6nd out the future #ros#ect of casual

shoes mar'et+

S#ace #lannin* solutions to o#timie sales, mar*ins and consumer loyalty

METHODOLOGY

ATA K;;/TIK& M/TKS

The sam#le sie ta'en )as 20 consumers

Sam#le unit

O

Shoes om#any >Adidas, "eebo', Bata, &i'e The Area chosen )as *reater

noida+


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The Q1 results show that there is a tight fight between Adidas andNike, where in our case Nike wins with !"over A#i#$s%s 1"&

This result shows that Adidas still has to work on its promotion, newdesigns, and attractiveness to young people. This survey shows thatbasically Adidas and Nike are two strongest brands.

'1" () *isit(rs h$*e he$r# $+(ut the ter, e-C(,,er.e while $t thes$,e ti,e (nl/ 00" () the, h$*e $.tu$ll/ use# it&

From this information we can conclude that Adidas should invest more inpromoting online shopping and e!ommerce and attracting youngcustomers to use it.


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Q sh(wsus that there is a larger amount of people who have actuallybought product online. !2" is w$/ $+(*e the e34e.te# $n# re$lresults&

"ut this shows that ma#ority of internet users have purchased someproduct online. Adidas can use this for its further promotion. $t shows theincreased interest of people who want to buy something onlinecompared to previous years.

T1e Mar2etin" Mi3 *T1e 4 P5& o$ Mar2etin",

Mar'etin* decisions *enerally fall into the follo)in* four controllable

cate*ories

Pro'#ct

Price

Place *'i&tri6#tion,

Pro%otion

T1e Mar2etin" Mi3


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The term Wmar'etin* mi4W became #o#ularied after &eil + Borden

#ublished his 1


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u#+ Adidas started at the time )hen India had no stren*th out in the

s#orts #roducts mar'et in 1)hoQd stolen a TL set )hen its o)ner )as in the bath

THE ADIDAS LOGO

The $Trefoil( )as ado#ted as the cor#orate lo*o in 1


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Adidas brand+ This lo*o is used in all ad%ertisin*, #rinted collateral and

cor#orate si*na*e+

Since 1


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de)+ I ho#e to incor#orate a )ider %ariety of &i'e ad%ertisements at a

later date+

&i'eQs ads, li'e any other businesses reuire inter#retation+ Some of this

readin* *oes on at the conscious le%el, some unconsciously+ As o##osed to

e4tremist on either side of the inter#reti%e uestion, I fall most nearly to

the constructi%ist #oint of %ie) in that I %ie) meanin* as inter#lay

bet)een te4t and the reader+

handler )rites, $Te4ts are full of indeterminacyQs )hich reuire the readerQs

acti%e inter#retation+ Ge must dra) not only on our 'no)led*e of

lan*ua*e, but

on our 'no)led*e of the )orld+ (

Thus, readers of ad%ertisements brin* )ith them a surface 'no)led*e of

the lan*ua*e as )ell as a set of #reconcei%ed ideas about ho) to relate

the ad to themsel%es+ These mental tem#lates are 'no)n as schemata+

/4am#les of these may include ideas of the rebel, cor#orate businessman,

or mechanics= *ara*es+

Ads )or' on a %ariety of diFerent le%els includin*, but not limited to, si*nty#olo*y, #aradi*matic meanin*, #sycholo*ical a##eals, emotion, roles,

%aluesZbeliefs, and 'no)led*e+ A*ain, the im#act of an ad comes from the

inter#lay bet)een these %arious as#ects of ma'eu#

and the readerQs o)n notions about himZherself and the )orld+ So, ta'in*

the $Test Nour aith( ad as our 6rst

e4am#le Strai*ht oF, the reader 6nds himZ herself thrust into the schema

of reli*ious )orshi#+ &ot only must the %ie)er literally loo' u# to the

runner, but

heZshe recei%es the im#erati%e to $Test your faith+(

The runner #ictured a##ears in the midst of a run and rests easy in the

'no)led*e of his o)n *od- li'e attention to 6tness+ ;i'e)ise, the runner

has no identity beyond his role in the ad+ That is, )e cannot see his face,

*i%in* him an added element of the un'no)n di%ine+ The reader feels

co)ed loo'in* from a subordinate #osition at the 6*ure of the runner in

his element+ The te4t im#lies a direct connection bet)een e4ercisin* >in

this case, reinin* and reli*ious uestionin* the )riters seem to su**estan element of transcendence #ossible in e4ercise, as )ell as the need to


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continually uestion )ho )e are in relation to our *ods and )hat )e hold

most sacred+ or the runner in the ad, e4ercise in the ob!ect of sanctity+

Net the reader mi*ht inhabit a diFerent role by #lacin* themsel%es as the

runner in the ad itself+ Trans#orted from readin* a ma*aine to the middle

of a run,

6lled )ith the sensual #leasure of usin* oneQs body, the reader identi6es

himZherself as the [tester of faith, [And 6ndin* the #urity of e4ercise )ithin the

soul, the reader can acce#t a measure of hearty self-con*ratulation+ A

sli*htly dissimilar an*le for inter#retation )ould be to ima*ine the set of

causes or dri%es that #ro#elled the runner in the ad from his home to the

streets for a run+ The measure of the indi%idual in contem#orary society

rests u#on the e4tent to )hich they e4ercise their body+ Seein* the runner

en*a*ed in a lon* run should im#el the reader to ima*ine their o)n set of%alues and desires+ Ghat )ould it ta'e to *et them on the streets for a

runY o) im#ortant is e4ercise to that #ersonY The ads #lace 6tness as a

to# #riority and su**est that the reader must ac'no)led*e the 6tness

culture, e%en if they do not ta'e an acti%e #art+ inally, the *ritty *rey and

)hite tones of the ad%ertisement insinuate a harsh )orld in )hich runnin*

becomes an esca#e+ "eadin* the ads, #erha#s themsel%es members of

such a life, %ie)ers )ill immediately see' the release and redem#tion that

runnin* and e4ercise oFer+

Mo%in* on to another e4am#le of runnin* ad%ertisin*, )e loo' at $Nou

either ran\(

A*ain #laced in the dichotomy bet)een athletes and s#ectators, the

reader need only ans)er one uestion+ a%e I run todayY "es#ondents )ill

fall neatly into t)o cate*ories and can ta'e )ith them the reuisite set of

emotions set of emotions that came )ith their ans)er+ Identi6cation and

aJliation )ith others, a##ro%al, self-)orth, and #ride all s#rin* from the

ans)er

$yes+( Mean)hile, shame >6rst and foremost and ostraciation from the [in

cro)d= lea%e a bitter taste in the mouths of those ans)erin* [on+= lacin* the

runner a*ainst a neutral bac'*round *i%es the a##earance of a %oid in

)hich must be #laced the sum of %ie)ers= athletic endea%ours+ They )ill

be !ud*ed and *i%en admittance or refusal to the )orld that &i'eQs runner

inhabits+ The )orld of the as is com#osed of little more than the runner

and the bland s'y behind him+ or the reader, the added force of the te4t

almost tauntin*, by no) ma'es the #oint clear+ Nou must belon*+ Cat

assert that $&i'eQs ads in trac' and 6eld and runnin* ]ma*aines^ ha%e


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lon* been ac'no)led*ed to be as much a)ay to su##ort the s#ortQs means

of communication as )ays to sell *ear( >11Cat 1


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)ho can deny the success of such lon*-term #romotional eForts as the

&i'e Air Pordan cam#ai*n+

S)OT ANAYSIS

ADIDAS

Stren*ths

The main stren*th of Adidas is his roduct Xuality+ The uality and the

material uses in Adidas are %ery *ood+ The com#any has a *ood brand

ima*e in the mar'et, the #ublicity and the ad%ertisement is also %ery *ood

and lastly com#any holds a healthy mar'et share in the mar'et+ Adidas

Shoes is a %ery com#etiti%e or*aniation+ hil Cni*ht >ounder and /Kisoften uoted as sayin* that Business is )ar )ithout bullets+ Adidas Shoes

has a healthy disli'e of its com#etitors+ At the Atlanta Klym#ics, "eebo'

)ent to the e4#ense of s#onsorin* the *ames+ Adidas Shoes did not+

o)e%er Adidas Shoes s#onsored the to# athletes and *ained %aluable

co%era*e+ Adidas Shoes has no factories+ It does not tie u# cash in

buildin*s and manufacturin* )or'ers+ This ma'es a %ery lean

or*aniation+ Adidas Shoes is stron* at research and de%elo#ment, as is

e%idenced by its e%ol%in* and inno%ati%e #roduct ran*e+ They then

manufacture )here%er they can #roduce hi*h uality #roduct at thelo)est #ossible #rice+ If #rices rise, and #roducts can be made more

chea#ly else)here >to the same or better s#eci6cation, Adidas Shoes )ill

mo%e #roduction+ Adidas Shoes is a *lobal brand+ It is the number one

s#orts brand in the Gorld+ Its famous S)oosh is instantly reco*niable,

and hil Cni*ht e%en has it tattooed on his an'le+

Gea'ness

The ma!or )ea'ness in the Adidas is that the manufacturin* of the

#roducts of Adidas is not done in India itself it is bein* im#ort hence thecost become hi*h

and the mar*in of #ro6t becomes lo) thatQs )hy com#any must *i%e a dee#

thou*ht on manufacturin* their #roducts in India+ Another ma!or )ea'ness

in the com#any is that it is not caterin* to all the se*ments )hich I ha%e

already discuss abo%e, If these t)o )ea'ness in the com#any can be

eradicated then the com#any may earn hi*h #ro6t and better mar'et

status+ The or*aniation does ha%e a di%ersi6ed ran*e of s#orts #roducts+

o)e%er, the income of the business is still hea%ily de#endent u#on its


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share of the foot )ear mar'et+ This may lea%e it %ulnerable if for any

reason its mar'et share erodes+

K##ortunities

Adidas does ha%e many #roducts for the urban se*ment or #oor #eo#le,

but there is hardly any #roduct or )e can say that there are no #roducts

for this se*ment+ India is more a rural country, in the total #o#ulation of

India ma!or #art of #o#ulation li%es in rural area and these #eo#le cannot

aFord the costly #roducts of the com#any li'e Adidas hence com#any

must tar*et this #articular se*ment they must introduce the shoes and

other #roduct accordin* to their demands+ And also #rice is one of the

ma!or factor )hich may in:uence this ty#e of se*ment hence com#any

should ma'e their #olicy accordin*ly+ om#any must also consider the

ra*e of #roducts as com#are to &i'e and "eebo'+ In my o#inion the

com#any must introduce more ra*e or more %ariety in the mar'et to

com#ete )ith their com#etitors and also the customers ha%e more choices

to choice the #roduct from+ roduct de%elo#ment oFers Adidas Shoes

many o##ortunities+ The brand is 6ercely defended by its o)ners )hom

truly belie%e that Adidas Shoes is not a fashion brand+ o)e%er, li'e it or

not, consumers that )ear Adidas Shoes #roduct do not al)ays buy it to

#artici#ate in s#ort+ Some )ould ar*ue that in youth culture es#ecially,

Adidas Shoes is a fashion brand+ This creates its o)n o##ortunities, since

#roduct could become unfashionable before it )ears out i+e+ consumers

need to re#lace shoes+ There is also the o##ortunity to de%elo# #roducts

such as s#ort )ear, sun*lasses and !e)ellery+ Such hi*h %alue items do

tend to ha%e associated )ith them, hi*h #ro6ts+ The business could also

be de%elo#ed internationally, buildin* u#on its stron* *lobal brand

reco*nition+ There are many mar'ets that ha%e the dis#osable income tos#end on hi*h %alue s#orts *oods+ or e4am#le, emer*in* mar'ets such

as hina and India ha%e a ne) richer *eneration of consumers+ There are

also *lobal mar'etin* e%ents that can be utilied to su##ort the brand

such as the Gorld u# >soccer and The Klym#ics+

Threats

Adidas does not ha%e stron* distribution net)or' as com#are to &i'e and

"eebo' in India+ &i'e has more number of retail outlet then Adidas and

"eebo' has a uniue distribution net)or', the com#any "eebo' not onlyuse its outlet for the


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sale of their #roduct but also use some other shoes com#any outlet li'e $Bata(+ In

a Bata sho)room u can 6nd "eebo' shoes and other #roducts+ But this is

not a case )ith Adidas hence "eebo' has an e4tra ad%anta*e o%er Adidas+

Adidas Shoes is e4#osed to the international nature of trade+ It buys and

sells indiFerent currencies and so costs and mar*ins are not stable o%er

lon* #eriods of time+ Such an e4#osure could mean that Adidas Shoes

may be manufacturin* andZor sellin* at a loss+ This is an issue that faces

all *lobal brands+

The mar'et for s#orts shoes and *arments is %ery com#etiti%e+ The model

de%elo#ed by hil Cni*ht in his Stamford Business School days >hi*h %aluebranded #roduct manufactured at a lo) cost is no) commonly used and

to an e4tent is no lon*er a basis for sustainable com#etiti%e ad%anta*e+

om#etitors are de%elo#in* alternati%e brands to ta'e a)ay Adidas

Shoes=

mar'et share+ As discussed abo%e in )ea'nesses, the retail sector is

becomin* #rice com#etiti%e+ This ultimately means that consumers are

sho##in* around for a better deal+ So if one store char*es a #rice for a

#air of s#orts shoes, the consumer could *o to the store alon* the streetto com#are #rices for the e4actly the same item, and buy the chea#er of

the t)o+ Such consumer #rice sensiti%ity is a #otential e4ternal threat to

Adidas Shoes+ If you ha%e a body, you are an athlete - Bill Bo)erman said

this cou#le of decades a*o+ The *uy )as ri*ht+ It de6nes ho) he %ie)ed

the )orld, and it de6ne sho) Adidas Shoes #ursues its destiny+ Kurs is a

lan*ua*e of s#orts, a uni%ersally understood le4icon of #assion and

com#etition+ A lot has ha##ened at Adidas Shoes in the 30 years+

S)OT ANALYSIS7NI!E

Stren*ths

&i'e is the )orldQs no+ 1 shoema'er+ It desi*ns and sells shoes for a %ariety of

s#orts includin* baseball, *olf, cheerleadin*, %olleyball, tennis and

football+


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&i'e uses a $Ma'e to Stoc'( customer order )hich #ro%ides a fast ser%ice to

customers from a%ailable stoc'+ &i'e o#erates &i'e To)n shoe and

s#orts)ear stores, &i'e factory outlets and &i'e Gomen sho#s+ &i'e sells

its #roducts throu*hout S and in more than 190countries+&i'e is stron*

at research and de%elo#ment, as is e%idenced by its e%ol%in* and

inno%ati%e #roduct ran*e+ They then manufacture )here%er they can

#roduce hi*h uality #roduct at the lo)est #ossible #rice+ &i'e is a *lobal

brand+ It is the number one s#orts brand in the Gorld+ Its famous

[S)oosh= is instantly reco*niable, and hil Cni*ht >ounder and /K

e%en has it tattooed on his an'le+

Gea'nesses

The income of the business is still hea%ily de#endent u#on its share of the

foot)ear mar'et+ This may lea%e it %ulnerable if for any reason its mar'et

share erodes+ The retail sector is %ery #rice sensiti%e+ o)e%er, most of its

income is deri%ed from sellin* into retailers+ "etailers tend to oFer a %ery

similar e4#erience to the consumer+ So mar*ins tend to *et sueeed as

retailers try to #ass some of the lo) #rice com#etition #ressure onto &i'e+

K##ortunities

roduct de%elo#ment oFers &i'e many o##ortunities+ The brand is 6ercely

defended by its o)ners )hom truly belie%e that &i'e is not a fashion

brand ho)e%er consumers that )ear &i'e #roduct do not al)ays buy it to

#artici#ate in s#ort+ In youth culture es#ecially, &i'e is a fashion brand+

This creates its o)n o##ortunities, s There is also the o##ortunity to

de%elo# #roducts such as s#ort )ear, sun*lasses and !e)ellery+ Such hi*h

%alue items do tend to ha%e associated )ith them, hi*h #ro6t The

business could also be de%elo#ed internationally, buildin* u#on its stron*

*lobal brand reco*nition+ There are also *lobal mar'etin* e%ents that can

be utilised to su##ort the brand such as the Gorld u# >soccer and The

Klym#ics+

Threats

&i'e is e4#osed to the international nature of trade+ It buys and sells in

diFerent currencies and so costs and mar*ins are not stable o%er lon*#eriods of time+ Such an e4#osure could mean that &i'e may be


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manufacturin* andZor sellin* at a loss+ This is an issue that faces all *lobal

brands+ The mar'et for s#orts shoes and *arments is %ery com#etiti%e+

om#etitors are

de%elo#in* alternati%e brands to ta'e a)ay &i'eQs mar'et share+

RECOMMENDATIONS

Both om#any should stren*then its distribution net)or'

K#enin* of com#any o)ned sho)rooms is recommended as it should be a

#lace to sho)case the latest #roducts

I recommend the both com#anies should concentrate in rural areas )hich

it has ne*lected a lot+ I mean smaller cities as the *ro)th #otential lies

there+

LIMITATIONS

1 Its tou*h to 6nd data on com#any )as not ready to share data )ith me+2 Time )as a constraint+3 Adidas )ere a##rehensi%e in di%ul*in* the details about com#any

and its mar'etin* strate*ies thus )e tried to *et the data from

ad%ertisement a*ency articles and net+H Gith the en%ironment bein* #rone to hi*h %itality thus rele%ance

of this #ro!ect after si4 months is a uestionable thin*+5 The focus of study is local in nature as mobility )as a #roblem+


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and sellers com#ete to e4hibit latest #roducts )hile consumers e4hibit

ea*er demand for brand #roducts+ Many brands e4#and their businesses

throu*h franchised o#eration, #articularly *arment and shoe brands+

By2012, franchised o#eration is e4#ected to hit ?@ in *ro)th rate,

amountin* to S 18

bi$$ion in tot#$ 6#$ue- Thi/ me#n/ th#t thi/ m#r2et &i$$ cre#te /ub/t#nti#$ opportunitie/ re$#ted

to %r#nchi/ed oper#tion- Accordin1 to in/ider/0 #$mo/t #$$ intern#tion#$ 1#rment #nd /hoe

br#nd/ #re 1$o#tin1 o6er the Indi#n m#r2et or ne1oti#tin1 &ith $#r1e te7ti$e #nd 1#rment

comp#nie/ there concernin1 %r#nchi/in1 #1reement- Bith the entr( o% m#n( $#r1e

intern#tion#$ br#nd/ into Indi#n m#r2et0 Indi# i/ be1innin1 to %ormu$#te /peci%ic $#&/ #nd

re1u$#tion/ concernin1 %r#nchi/ed oper#tion- Or1#ni=ed ret#i$ /c#$e in Indi# on$( occur/

recent$(- Adid#/ i/ one o% the %ir/t br#nd/ to imp$ement %r#nchi/ed oper#tion #nd current$(0

#$mo/t #$$ /port/ /hoe br#nd/0 inc$udin1 Reebo20 Adid#/ #nd Ni2e0 #re oper#ted in thi/ mode-

Indi#n hi1h!end /port/ /hoe #nd 1#rment m#r2et i/ e7pected to #chie6e ;D 1ro&th r#tethi/ (e#r- The current m#r2et i/ /hi%tin1 %rom $o&!price /hoe/ to medium #nd hi1h!end

product/ 0thu/ #ttr#ctin1 # $ot o% %orei1n /hoe br#nd/ to open /tore/ in Indi#- Recent$(0 C$#r2/

opened it/ e7c$u/i6e /hoe /tore in Indi# #nd other br#nd/ /uch #/ Lotto0 "#rco Ricci0 4#$i/

#nd Tomm( Hi$%i1er h#6e #chie6ed out/t#ndin1 per%orm#nce- "o/t intern#tion#$ /hoe br#nd/

enter Indi#n m#r2et throu1h di%%erent ret#i$ ch#nne$/ 0inc$udin1 e7c$u/i6e /tore/ #nd /tore/

de#$in1 in mu$tip$e br#nd/- Indi#n hi1h


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&i'e Air is the most basic cushionin* material used by &i'eE it is made outof a #olyurethane bladder 6lled )ith air+ It #ro%ides adeuate cushionin*

for the casual )earer, but may not #ro%ide suJcient or #ro#er cushionin*

for serious athletes )ith indi%idual #references+

Adi#rene A neo#rene-li'e material that feels some)hat li'e Wa soft #illo)W,

it is most often used in the heel of a shoe+ adi"/&/ is uite durable, and

is meant to res#ond to the cushionin* needs of acti%e feet+ ue to )hich

the comfort of the shoe increases, )hile runnin* it also #ro%ide *ri# )hich

hel#s athletes in there races+


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MAR!ET SEGMENTS

BA;;S

>KKTBA;;S, ".BN BA;;S , LK;;/NBA;;S ,BASC/TBA;;S, .K; BA;;S

SK/S

P/"S/NS

>KKTBA;;, BASC/TBA;;, KC/N, T"AC A& I/; , ".BN, .K;

SK"TS

SKCS

A/SSK"I/S -

>AS

BA&S

BA.S

S&.;ASS/S


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ARC RIALS *NI!E 0 ADIDAS,

&IC/ MAIM-

/asy-to-s#ot ball for #remier #lay+ Made )ith durable materials and

contrast #anels that stand out durin* #lay, the &i'e Ma4im ; i-Lis

Soccer Ball retains its sha#e and is easy to see+ KL/" Micro-te4tured

casin* im#ro%es ball control by eualiin* air:o) across surface+

om#ressed co%er stores ener*y from im#act and releases it at launch+

ross-lin'ed nitro*en-e4#anded foam for e4ce#tional sha#e retention+

olyester su##ort fabric+ .eometric #recision desi*n distributes #ressure

e%enly for consistency, accuracy and #o)er+ B;A/" Si4-)in* carbon

late4 for e4#losi%e s#eed+ IA a##ro%ed+?0Z15Z13Z12rubberZ#olyurethaneZ#olyester+ All of our balls are shi##ed de:ated+ This

hel#s in 'ee#in* our shi##in* costs lo), sa%in*s that )e can #ass on to

you+ Standard Ball Siin* Sie 5 a*es 12 and u# Sie H a*es 9-12Sie 3

a*es 9 and under Sie 1 s'illsZ#ractice

AIAS TA&.K-

TheAdidas Tan*o 12is the oJcial match#//oci#tion %ootb#$$of theUEFA Euro

;*+>*?The ball is named for the ori*inal and successfulAdid#/ T#n1ofamily

of footballs, but the Tan*o 12 and its %ariations ha%e a com#letely ne)desi*n+ Lariations of the ball ha%e been used in other contem#orary

com#etitions includin* the African u# of &ations and the Summer

Klym#ics O adidas has not cate*orised these football as the WAdidas Tan*o

12W family, ho)e%er they are listed here due to their similar desi*n+
http://en.wikipedia.org/wiki/Football_(association_football)http://en.wikipedia.org/wiki/UEFA_Euro_2012http://en.wikipedia.org/wiki/UEFA_Euro_2012http://en.wikipedia.org/wiki/Adidas_Tango_12#cite_note-uefaintro-1http://en.wikipedia.org/wiki/Adidas_Tangohttp://en.wikipedia.org/wiki/Adidas_Tangohttp://en.wikipedia.org/wiki/Football_(association_football)http://en.wikipedia.org/wiki/UEFA_Euro_2012http://en.wikipedia.org/wiki/UEFA_Euro_2012http://en.wikipedia.org/wiki/Adidas_Tango_12#cite_note-uefaintro-1http://en.wikipedia.org/wiki/Adidas_Tango


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NIKE VAPOR +,

S#eed has a ne) ally+ The most e4#losi%e boot in the *ame is bac' )ith an

e4tra ed*e+

The boot features All onditions ontrol >A, the industryQs 6rst

technolo*y to oFer o#timal ball control in any condition+ It ensures the

surface of the Mercurial La#or LIIIQs u##er deli%ers consistent friction

bet)een boot and ball in )et conditions, so you 'ee# the ball under

control at the hi*hest s#eeds+

ADIDAS AD*ERO,

omfort and su##ort features include AI"/&/` in the forefoot to

maintain eJciency and #ro#ulsion, and the /T/&/ TK"SIK&`

SNST/M for foot inte*rity+

Gei*ht 8+H o+ >sie


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NIKE FLYKNIT,

After years of research, the )orldQs best runners told us )hat they )ere

cra%in* a snu* and a*ile shoe that 6ts li'e a soc' and is as li*ht as a

feather+ Ge embar'ed on a four-year mission )ith a team of #ro*rammers,

en*ineers and desi*ners to create the #erfect technolo*y+ And &i'e ly'nit)as born+

ADIDAS PRIMEKNIT,

It has !ust ta'en the )ra#s oF the ne4t *eneration ofPrime2nit the adidas

rime'nit 2+0+ Than's to im#ro%ements in the 'nit manufacturin* #rocess,

the rime'nit 2+0 boasts a minimal, sin*le-layer u##er that reduces )ei*ht

and )aste+ The u##er features a uniue $di*ital burst( #attern across the

u##er a subtle nod to the di*ital data #ro*rammed into the 'nit

machines to create the u##ers+ More #erformance-focused than similaroFers from its com#etitors, the adidas rime'nit 2+0 features reinforced

#anels at the toe and heel for increased abrasion resistance, and sits ato#

the sole unit from the adidas adiero Adios 2 currently the fastest

marathon shoe in com#etition+
http://hypebeast.com/tags/adidas-primeknit/http://hypebeast.com/tags/adidas-primeknit/


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NI!E AND ADIDAS JERSEYS

Gater-re#ellin* fabric

/mbroidered T)ill &umbers

ly)ire stren*th resists stretch at the nec'+

Tailored 6t desi*ned for mo%ement

Strate*ic %entilation o%er ma!or heat ones

i*hly :e4ible embroidered #remium t)ill numbers

&o-ta* nec' label for clean comfort

and crafted inside and out for lastin*, #remium comfort

Pr&"e -.(/0


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Lentilated climacool` 'ee#s you cool and dry

"ibbed L-nec' )ith stri#e

Mesh %entilation insertsE "ibbed cuFs )ith stri#e

helsea ootball lub )o%en bad*e on left chest

/mbroidered detailsE "e*ular 6t

100@ #olyester en*ineered

Im#orted

NIKE AND ADIDAS ACCESSORIES


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8#e&tionnaire&

Inter%ie)s >formal 7 informal

KM/TITIL/ A&A;NSIS

MA"C/TI&. 7 AL/"TISI&. AS/TS

MA"C/TI&. ST"AT/.I/S A& KL/"LI/G K AIAS

Mar'et research is a method of collectin* data )hich )ill ma'e you >as a

businessmore a)are of ho) the #eo#le, you ho#e to sell to, )ill react to

your #roducts or ser%ices+ Mar'et research )ill ans)er uestions li'e

Ghether your #roducts or ser%ices are needed


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Gho mi*ht )ant to buy your #roducts

Ghat a*e, se4, income occu#ation etc+ are the #eo#le I )ant to sell to+

If there are chan*es ta'in* #lace and ho) this mi*ht aFect )hat you sell

o) )ell your #roducts or ser%ices mi*ht sell

o) much demand there is for )hat you ho#e to sell

Ghat #rice )ould #eo#le be #re#ared to #ay

onductin* mar'et research

There are number of )ays in )hich you can carry out your research

but you need to carefully consider )hy you made this choice and )hat

you ho#e the e%idence )ill su**est to you+ Xuestionnaires and #ersonal

inter%ie)s are one of the most common )ays in )hich you can conduct

mar'et research, and there are many methods of *atherin* data this )ay

irect Inter%ie), Mail Sur%ey and Tele#hone inter%ie)+ e#endin* on the

ty#e of data you ho#e to collect )ill ha%e an im#act on )hat you choose

to use+ I ha%e made use of t)o ty#e of sur%ey methods, uestionnaire and

mail sur%ey+ I ha%e as'ed some uestion about the com#any my mail and

also by direct contacts+ The Xuestion I ha%e

as'ed are *i%en in $uestionnaire #art( belo)

Comparative Study On Nike And Addidas Shoes

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