Adidas in India

Extract

[...] This will enable adidas to target the Achievers psychographic segment, i.e. “success, goal-oriented people who focus on career and family and favor premium products that demonstrate success to their peers.”(Kotler & Keller) After acquiring a stagnating Reebok for 3.8 billion pounds, adidas must prove the deal was more than a market share grab and integrate the companies smoothly. Considering that adidas themselves admitted that the female market is not catered to properly but still has great potential for growth, we think that Reebok should be used to tackle the relatively untapped women's sport shoe market. [...]

[...] Three teams sponsored by Adidas - Germany, France and Argentina - reached the quarter-finals and France went through to the finals. Adidas estimated its global share of the soccer footwear market rose by 1-2 percentage points to 35-36 percent at the end of the first quarter. The company also announced that it has signed a long-term partnership to be the global sponsor for Euro 2008, which will take place in Austria and Switzerland. It has also extended its partnership with the UEFA Champions League to become the official ball supplier until 2009. [...]

[...] This is the segment responsible for the selling out of the Rs.12499 adidas One - adidas' most expensive shoe in India. The company targets behavioral segments also: The sports and fitness conscious population is further subdivided into gym regulars, professional and amateur athletes and even drawing-room sports enthusiasts. adidas has specific products for each of these sub-categories. Cross-training shoes, running shoes, etc. are aimed at gym regulars and runners. Shoes are designed specifically for sports like cricket, football, basketball and now even adventure sports like rock-climbing. [...]

[...] Adidas was an official sponsor and paid for the rights to shut Nike out of TV advertising in the U.S. for all 64 games. The retailers we spoke to acknowledged that the World Cup caused a sharp spike in sales, both of the football (Tangiest) and footwear & jerseys. Globally, by end-June 2006, adidas had already sold $ 1.5 billion worth of football products this year owing to the then ongoing World Cup. Football- related sales were expected to stabilize at slightly above 1.0 billion euros in 2007 before rising again in 2008, when the football European Championships take place. [...]

[...] As of 2005-06, the current premium sports goods market in India was valued around Rs 500 crore. Within this market, adidas enjoys considerable brand equity and is considered among the leading international brands in the country. Scope of Study Our group has selected the Indian Footwear (Athletic) as Product Category. The main multinational players in this industry are Nike, Puma, Fila, Adidas & Reebok. Indian players include Action Shoes Ltd., Liberty Footwear Co., and Bata India Ltd. This report will mainly consider Nike & Rbk (Reebok) as competitors for Adidas. [...]