Background3
adidas in India3
Industry Scenario5
Scope of pick up6
Consumers7
Consumer Behaviour8
Environmental Analysis10
Retail12
Competitors13
Segmentation15
Tar depicting & arrangement16
Recommendations19
Appendix21
||| Background |||
adidas AG is a German sports crop manufacturer, part of the adidas Group. It registered as adidas AG on 18 stately 1949 (with lower-case lettering: adidas). The company was named after its founder, Adolf (Adi) Dassler, who started producing garbs in the twenties in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler who after form rival shoe company PUMA AG. The companys clothing and shoe rules typically include three parallel stripes of the comparable color, and the same motif is incorporated into adidas official logos.
adidas plans to become the attraction in the organised sports footwear and sportswear market.
||| adidas in India |||
adidas graduation entered India in 1989 through a licence agreement with Bata. adidas later re-entered India for the second time in 1996 through a adjunction venture with Magnum International Trading Company Ltd with an initial investiture of $2.5 million to form adidas (India) Trading Pvt. Ltd. adidas holds a 100 percentage stake in the company.
The company launches every six months amongst 600 and 800 new designs in footwear and among 1,500 and 2,000 new designs in apparels. The apparel range is priced between Rs279 and Rs2700, while the footwear is priced between Rs499 to over Rs12499. adidas products in India are sold through cxl own outlets (excluding multi-brand outlets).
The company, which is known for football and running shoes, introduced its cricket lurch in India in 2004.
The company adheres to strict quality and design specifications and uses the manufacturing unit of Lakhani Footwear to manufacture the locally produced adidas range in India.
Around 30-40 percent of the components are locally sourced.
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