Comparitive Analysis of Marketing Stratergies Indian Footwear Industry free essay sample

COMPARITIVE ANALYSIS OF MARKETING STRATERGIES: INDIAN FOOTWEAR INDUSTRY NIKE-ADIDAS-REEBOK-PUMA-INDIAN BRANDS Executive Summary To study and develop substantial market analysis on the primary products these firms (Nike, Adidas, Reebok, Puma and Indian brands) make, i. e Athletic Footwear. We will compare their marketing strategies, their targeting and their marketing mixes. We will analyze their segmentation and examine their positioning in the Indian market. And lastly we will state our conclusions on the comparative marketing strategies of these firms. Project Scope This project will cover the following areas: * Brief Company’s Profile * Major Players Market Share * Trends in the Industry * Market Analysis Brief Company’s Profile Adidas: Adidas is a German sports apparel manufacturer and part of the Adidas group, which consist of Reebok Sportswear Company, Taylor Made-Adidas Golf Company, and Rockport. Adidas is the largest sportswear manufacturer in Europe and the second largest sportswear manufacturer in the world. Though Adidas entered in to license agreement with Bata in 1989, it formally began operations only in 1996 with establishment of Adidas India Marketing Pvt. We will write a custom essay sample on Comparitive Analysis of Marketing Stratergies: Indian Footwear Industry or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Ltd. Nike: Nike is a major publicly traded sportswear and equipment supplier based in the United States. It is the worlds leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment. Nike has been present in India for over a decade through its seven year license agreement with Sierra enterprises, which didn’t help much in the bigger scheme of things as Reebok and Adidas came to the country with fully owned subsidiaries. This explains why the global market leader is still lagging behind in India. In2004, instead of renewing its franchise, it became a subsidiary and started operating with more freedom and capital. Reebok: Reebok International Limited, a subsidiary of the German sportswear company Adidas, is a producer of Athletic shoes, apparel, and accessories. It is a private organization. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle. In 1890 in Holcombe Brook, a small village 6 miles north east of Bolton, England, 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. Puma: Puma AG Rudolf Dassler Sport, officially branded as PUMA, is a major German multinational company that produces high-end athletic shoes, lifestyle footwear and other sportswear. Formed in 1924 as Gebruder Dassler Schuhfabrik by Adolf and Rudolf Dassler, relationships between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Indian Brands: Bata: Bata India is the largest retailer and leading manufacturer of footwear in India and is a part of the Bata Shoe Organization. Incorporated as Bata Shoe Company Private Limited in 1931, the company was set up initially as a small operation in Konnagar (near Calcutta) in 1932. Bata India has five manufacturing plants and acquires its leather from two tanneries in Mokamehghat (Bihar) and Batanagar. It is headquartered in West Bengal, India. Types of footwear of fered by the company include rubber, canvas, leather and plastic footwear. The company also markets apparel under the brand names of North Star, Power and Ambassador. MD of Bata Stores is Rajeev Gopalakrishnan. * Liberty: Liberty shoes ltd. is a leading leather shoes brand and is engaged in the manufacturing, supplying and exporting of the footwear’s. It is the only Indian leather shoe brand that occupies fifth ranking among the top shoes manufacturing companies in the world. * Action: The Action group is one of the Indias leading business conglomerates. The group commenced its operations as a source of footwear and its components in domestic and export markets. Action has consistently used COMPLETE FAMILY FOOTWEAR positioning and continues to use it. The company virtually makes shoes for the entire family- more precisely-for everyone- for all occasions. Action shoes, a 1000 crore division of trendy footwear, are the flagship company of Action Group. Action shoes is the market leader and the most renowned company for manufacturing performance sport shoes to semi-formal and formal footwear. Major Players Market Share Brands| Percentage (%)| Reebok| 34| Adidas| 28| Action| 9| Nike| 26| Others| 3| 3 26 9 28 34 Others Nike Action Adidas Reebok Trends in the Industry In this stage the big four, Nike, Adidas, Reebok and Puma and the others such as Bata and Liberty, the industry is experiencing hyper competition. We will discuss these trends in detail in our Phase-2 presentation. Market Analysis India has a large market for footwear and the brand loyalty is also growing. India is ranked the 4th  largest economy by GDP. We will analyze the market trends in depth in our Phase-2 presentation.