RETAIL STRATEGY

GROUP MEMBERS
INTRODUCTION
• APEKSHA TARE

TEAM MEMBERS TEAM MEMBERS

• MAHESH PATIL • NILESH LIMAYE
• KAJAL KAMBLE • MALLIKA CHINDARKAR
Retail strategy

• It defines the orientation of firm in terms of the retailers

mission , goals , consumer market , activities & control
mechanism.

• Components of retail strategy:

Establishing goals Plans strategy
Implementing strategy through market plan
Evaluatoin of plan.
 Components of retail strategy:

Product Place

Promotion

Target
Price customer
Sports merchandise offering Co’s :
• Reebok
• Nike
• Adidas
• Puma
• Fila
 Introduction :

• Slogan : “Impossible is nothing”.

• CEO Adidas grp : Herbert Hainer.

• CEO Adidas brand : Erich Stamminger.

• Headquarters : Germany

• Other locations : England, Hong Kong, Japan etc mainly

sold in US.
• Comprises of :

a) Football associated equipments.

b) Tennis Racquets.

c) Uniforms for cricket team.

d) In INDIA – Shoes of Sachin Tendulkar.

 Adidas

Frank Lampard Sachin Tendulkar

 Introduction :

• Slogan : “Just do it”.

• CEO & founder : Phil Knight.

• Headquarters : Washington.

• Other locations : Mostly in Asian countries like China,

India ,
Pakistan, Thailand etc.
• Comprises of :

a) Clothing & footwear of Tennis player.

b) Golf Equipments.

c) Sponsoring football clubs like Manchester United .

d) In INDIA – Official kit sponsor for Indian cricket team.

 Nike

Roger Federer C Ronaldo

 Market Share

Others
25%

Reebok
40%

Nike
15%

Adidas
20%

Reebok Adidas Nike Others

Nike
 TARGET
CUSTOMERS

SPORTS PERSONS
MALE
FEMALE
CHILDREN

MALE & FEMALE BETWEEN 18 TO 35

ADULTS AGED 25-55
LOCATION STRATEGY

NIKE STORES – HIGH STREET

MULTI-BRAND STORES

STORES INSIDE THE MALLS

MERCHANDISE
MANAGEMENT

SPORTS SHOES

FOOTBALLS & BASKETBALLS

LIFESTYLE PRODUCTS
 MEN’S APPARELS

WOMEN’S APPARELS
 ATHLETIC BAGS

ACCESSORIES
 PRICING STRATEGY

COMPETITVE PRICING

BRAND COMMAND

PREMIUM SEGMENT

CONTROL COSTS
PROMOTIONAL STRATEGY

SPONSORSHIP

SALES PROMOTION

ADVERTISEMENT

PUBLIC RELATIONS

E - COMMERCE
SPONSORSHIP
SALES PROMOTION
ADVERTISEMENT

PRINT ADVERTISEMENT
 PUBLIC RELATIONS

KIDS MOVEMENT PROGRAM

FUNDS FOR CHILDREN'S TV

WORKSHOP

N.E.A.T. (NIKE ENVIRONMENTAL

ACTION TEAM)
 E - COMMERCE

ONLINE COMMUNITY OF
RUNNERS

CUSTOMISED SHOES

NIKE DISTANCE CLUB

CUSTOMER SERVICE

EXPERT SALES PERSONNEL

EXCHANGED WITHIN 7 DAYS

LIFESTYLE PRODUCTS &

SPOTRS WEAR
 SUGGESTIONS

FOCUS MORE ON ATHLETE

BAGS, LIFESTYLE PRODUCTS &
WATCHES.

PRICE STRATEGY AS PER THE

LOCAL SCENARIO.

LOYALTY PROGRAM FOR

ATHLETES

SPONSOR COLLEGE SPORTS

EVENTS
Adidas
 TARGET MARKET and NEED

•Young population
•Consumers 14 to 22 years old
•Market Need
1. Comfort
2. Durability
3. Style
4. Price
5. Brand
 LOCATION STRATEGY

Located in:
• Malls
Eg:Infiniti Mall
• Shopping areas
Eg: Bandra Linking road, Colaba
 PRODUCT & MERCHANDISE
MANAGEMENT

• Produces all kinds of sport shoes, clothes,

handbags and watches.
• They uses kangaroo leather to make
shoes.
• Permits users to customize their footwear.
• Also manufactures cricket bats & tennis
racquets.
• Toiletries i.edeodrants, perfumes,
aftershave and lotions.
• The company has many professional
departments, such as design, R&D,
manufacture, quality test, sales and after
sales service, etc.
 Pricing

• Products prices at a relatively high price.

• The price of Jerseys of clubs start from Rs.1499/- up to Rs.2700/-.

• The price of shoes ranges from Rs.2399/- up to Rs. 8499/- in Vashi store.

• Prices of merchandize have been increased by 20% in last two and a half
years.

• Psychological pricing strategy adopted.

• Discounts offered during certain period during the year.

Promotion Strategy
 Advertising

• 8-10% of revenues are spend on advertising.

• Advertising mainly done through Television.

• Also radio, newspapers, magazines and OOH

advertisements used.

• Sponsorships

• Brand Ambassadors
 Sales Promotion

• Discounts

• Coupons

• Season Sale

• Gift Vouchers
 Point of Purchase

• Mainly Black and White Colour is used to display all the

signage’s in the store.

• The signage’s are prominently displayed across the

store and are same across all outlets.
 Public Relations

• Charity Events

• Online shopping option

• Excellent Return policy of merchandize.

• Also sponsors many not so popular clubs across

the world.
 Recommendations and Suggestions

• More outdoor advertising should be done

throughout the year.

• Should at least reduce the price of some

merchandize other than shoes.

• Also should keep merchandize for sale in

Reebok outlets.
THANK YOU