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Adidas in India

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  1. Background
  2. Adidas in India
  3. Industry scenario
  4. Scope of study
  5. Consumers
  6. Consumer behaviour
  7. Environmental analysis
  8. Retail
  9. Competitors
  10. Segmentation
  11. Targeting and positioning
  12. Recommendations
  13. Appendix

Adidas AG is a German sports apparel manufacturer, part of the Adidas Group. It registered as Adidas AG on 18 August 1949 (with lower-case lettering: "Adidas"). The company was named after its founder, Adolf (Adi) Dassler, who started producing shoes in the 1920s in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler who later formed rival shoe company PUMA AG. The company's clothing and shoe designs typically include three parallel stripes of the same color, and the same motif is incorporated into Adidas' official logos.
Adidas plans to become the leader in the organized sports footwear and sportswear market.
Adidas in India - Adidas first entered India in 1989 through a license agreement with Bata. Adidas later re-entered India for the second time in 1996 through a joint venture with Magnum International Trading Company Ltd with an initial investment of $2.5 million to form Adidas (India) Trading Pvt. Ltd. Adidas holds a 100 percent stake in the company.

[...] 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. [...]


[...] adidas rightly sees themselves as the world leaders in football shoes. This is the only sport market in which they lead Nike. The brand has been synonymous with football ever since Adi Dassler invented the first adjustable rubber screw-on studs. An interesting fact: Every World Cup winning team before 2006 wore adidas football boots! Sport-inspired designs are incorporated into Adidas' lifestyle products for the sports enthusiast. For example, there is a shoe that is designed like an F1 driver's shoe. [...]

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