Comparitive Analysis of Marketing Stratergies: Indian Footwear Industry

Topics: Athletic shoe, Adidas, Reebok Pages: 4 (809 words) Published: August 15, 2011


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. Ltd.

Nike: Nike is a major publicly traded sportswear and equipment supplier based in the United States. It is the world's 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...
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