IMPOSSIBLE IS NOTHING BY SNEHA SHETTY (50)

INTRODUCTION
ADIDAS IS A GERMAN SPORTS APPAREL MANUFACTURER. IT WAS REGISTERED AS ADIDAS ON 18TH AUGUST 1949 THE COMPANY WAS NAMED AFTER THE FOUNDER ALDOF DASSLER. THE COMPANYS CLOTHING AND SHOE DESIGN TYPICALLY INCLUDE THREE PARALLEL STRIPES OF THE SAME COLOUR AND OF SAME MOTIF IS INCORPORATED INTO ADIDAS OOFICIAL LOGOS.

1989 entered India, license agreement with Bata

ADIDAS IN INDIA

1996 joint venture with Magnum International Trading Co. Ltd.

1998 Sachin Tendulkar is Brand Ambassador for India

1999 introduced the cheapest range of shoes they had ever sold

2001 first televised advertisement for India: Paes & Sachin

2004 Advantage adidas campaign kicks in. 30% growth milestone

2005 Andreas Gellner is new MD, India.

ADIDAS SECTIONS
Has three major categories. They are as follows: Adidas performance Adidas originals

Adidas style

PRODUCTS OF ADIDAS
Sports shoes

Clothing

Accessories

PRODUCTS OF ADIDAS
Equipments

Perfumes

ADIDAS EYEWEAR (product)

Sunglasses new collection from adidas original.
Ultimate vision, optimum protection, customized fit and maximum durability are the key characteristics of a quality sports frame.

SWOT ANALYSIS
Strengths
i. Brand recognition and reputation ii. Diversity and variety in products iii. Quality products

i.

Weakness
High price in some products

SWOT ANALYSIS(conti..)
Opportunity
i. Nike has not officially launched its eyewear collection in India. ii. Eyewear market is witnessing strong growth. iii. Innovation in existing products. iv. Enter into new market.

i. ii.

Threats
Nike s strong reputition & market share. Ray ban , fastrack and other foreign brands.

LAUNCHING OF THE PRODUCT

To launch our eye gear collection we need to have a very good marketing strategy to appeal the consumers and to sustain in the market. To satisfy basic needs To solve problem To make them feel good

MARKET RESEARCH
Eyewear market in India is witnessing strong growth. Brand consciousness among consumers has also fuelled the demand for eyewear products in India. The sunglasses / sun wear segment of the market has been growing . Growth in the sunglasses segment is driven by increasing awareness of both the useful benefits (i.e., eye protection) and trendy appeal of these accessories.

MARKET RESEARCH (conti.)

The sunglasses market is estimated at Rs 4.8 billion. It is projected to grow over Rs 11 billion in the next five years. The organized segment contributes about 19 per cent to the overall eyewear market. Within the organised segment, the share of sunglasses is around 40 per cent.

MISSION OF MARKETING PLAN

Market penetration- for gaining market share across all the markets in which adidas already competes. Market development- with the launch of new eyewear collection we are expanding into the new markets and addressing the new costumers. Awareness- increasing awareness and visibility across all brands.

TARGET MARKET
Target market of adidas sunglasses is the urban youth with brand proposition Principle consumption centers mainly the metros are also potential target market. MARKET NEEDS Comfort Durability Style Price Brand

STUDY OF THE MARKET

Object of purchase : sunglasses Objective of purchase : fashion accessory , to protect the eyes from UV radiation Occasion of purchase : daily use, outings Outlets of purchase : existing outlets.

MARKET SEGMENTATION
Geographic segment
Urban and semi urban cities

Demographic segmentation Age 18 to 35 years Income level - > Rs20,000 Social class upper middle, upper class. Gender- male and female

MARKET SEGMENTATION
Behavioral segmentation
Athletes Gym regulars Brand freaks Image seekers User status Attitude

Psychographic segmentation
Achievers Image drivers

PRICE
Premium quality products high price Quality products- with affordable price The price will range from Rs 4000/- to 10,000/-

PROMOTION
Launch it the during the fashion week. Ad campaigns Promotion through channels like Mtv and channel [V]. VJs promoting it in their show. Advertisements on TV. Print ads

PLACE
Existing outlets of adidas in India. Also available in leading shopping outlets such as pantaloons, lifestyle, shoppers stop etc.

POSITIONING
GO [SPEC]TACULAR , GO PRO !!!!!
(One liner )

PRINT ADS

Thank You