Professional Documents
Culture Documents
SUBMITTED TO :-
HIMACHAL PRADESH UNIVERSITY
in partial fulfillment of requirement for the degree
of
B.B.A
2014
(UNIVERSITY COLLEGE OF BUSINESS STUDIES)
LIST OF CONTENTS
CHAPTER 4 LIMITATIONS
CHAPTER 8 ANNEXURE
CHAPTER 9 BIBLIOGRAPHY
ACKNOWLEDGEMENT
I would like to thank my Project Guide MR. OP VERMA for her immense
guidance, valuable help and the opportunity provided to me to complete the
project under her guidance.
Last but not the least, my gratitude to great almighty and my parents
without whose concerned and devoted support the project would not have
been the way it is today.
ABHINAV DANG
PREFACE
EXECUTIVE SUMMARY
Adidas will maintain its corporate headquarter in Germany and its North
American headquarters in Portland, OR Paul Fireman will remain as
chief executive officer of the Reebok international ltd. And will
continue to lead the Reebok team. Reebok will continue to operate
under its name and will retain its headquarters in Canton, MA.
In fiscal 2008, Reebok had net income of @192.4million and
sales of @3.7billion.
RESEARCH OBJECTIVES
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
SAMPLING PLAN:-
SAMPLE SIZE:- 50
b) Source of Data: Data required for the study was collected through
primary sources i.e. market survey.
INSTRUMENTS USED
Primary data collected through sample survey from the selected elements in
malls and super markets. So for this purpose I have most popular tool of
primary data collection through direct communication with respondents.
The tools I used are questionnaire.
a) Primary Data: primary data are those, which are afresh and for the
first time and this happen to be original in character.
b) Secondary Data: secondary data are those data which have already
been collected by someone else and which have already been used as per
required.
There are basically two sources to collect secondary data
a) Internally: provided by company/organization
b) Externally: various publication of central, state and local government.
Books, magazines, newspapers
Internet
After only keeping in mind one can think about what type of data has to be
collected during research as our research is concerned I have to gether
primary data for customer preference.
RESEARCH INSTRUMENTS:
QUESTIONNAIRE DESIGN:
As the questionnaire is self administered one, the survey is kept simple and
user friendly. Words used in questionnaire are readily understandable to all
respondent.
I have made the questionnaire in which questions are according to the
research and these are convenience for the respondent.
CHAPTER-4
LIMITATIONS
LIMITATIONS OF THE STUDY
Some people were not willing to respond and few of them who
responded were in hurry hence the active participation was lacking.
Due to which I faced difficulties in collecting informations regarding our
questionnaire.
Another problem which I face was that people were hesitating to give
information about their views freely.
CHAPTER-5
COMPANY PROFILE
Adidas
INTRODUCTION
Adidas was formed by German sports apparel by the founder Adi Dassler
during the 1920s. For over 80 years, Adidas has been part of the world of
sports on every level, delivering state-of-the-art sports
footwear, apparel and accessories. Today, Adidas is a
global leader not only in the shoe industry, but also in
the sporting goods industry. Shoes from the Adidas are
available in virtually every country of the world. .
Besides sports footwear, the company also produces
other products such as bags, shirts, watches,
eyewear and other sports and clothing-related goods. The company is
the largest sportswear manufacturer in Europe and the second biggest
sportswear manufacturer in the world, after its American rival Nike.
The companys clothing and shoe design typically involve three parallel
stripes of the same color and the same motive is incorporated into Adidas
official logos.
HISTORY:
The strength of Adidas was its product innovation. Adi Dassler registered
more than seven hundred patents. Adidas began selling its shoes in the
United States after 1968 and in few years the company dominated the
American market. The most important marketing breakthrough was the
active promotion of global sporting events, especially the Olympics. The
connection of Adidas to the Olympics has a rich heritage. At the 1972
Olympic game in Munich, every official wore Adidas.
Adidas has 107 subsidiaries in 20 countries, and exports to 160
countries. Activities of the company and its subsidiaries are directed from
Adidas-Salomon AG's headquarters in Herzogenaurach, Germany.
ENHANCEMENT
In 1992, Tapie was unable to pay interest from his loan. He mandated
the Credit Lyonnis bank to sell Adidas, and bank subsequently converted
the outstanding debt owed to equity of the enterprise, which was unusual
for then-current French banking practice. Apparently, the State-owed
bank had tried to get Tapie out of dire financial straits as a personal
favour to Tapie,reportedly because Tapie was a minister of Urban Affairs
in the French government at the time.
Celebrities:
ADIDAS IN INDIA
A month after announcing the joint venture, Adidas India Ltd. launched its
range of sports footwear, apparel and accessories in New Delhi on
November 1, 1996. Subsequently, Adidas products were also launched in
Mumbai, Bangalore, Chennai, Hyderabad and Calcutta. Currently, Adidas
products are available in 30 cities in India.
The brand value of Adidas Ag, the leading leisure wear, sports footwear
and equipment producer across the globe is currently almost 2748
million dollars.
This logo, a very popular one, is a signature of Adidas' brand. It had been
launched in 1972.
The new Adidas logo, three stripes running across its several
products,
was introduced in 1991.
In 2006, Adidas acquired the Reebok brand for 3.8 million dollars.
But Reebok's brand managers have not only successfully done that
but also they increased the brand value of both Reebok and Adidas.
A HAWK EYE VIEW
ADIDAS
Type : Public
Founded : 1949
Andreas Gellner,Managing
Director, India
Industry : Textile
Products : Footwear
Accessories
REEBOK
INTRODUCTION
Adidas will maintain its corporate headquarters in Germany and its North
American headquarters in Portland, OR. Paul Fireman will remain as Chief
Executive officer of Reebok international Ltd. And will continue to
operate under its name and will retain its headquarters in canton, MA.
In fiscal 2004, Reebok had net income of $192.4 million and sales of
$3.7 billion.
HISTORY:
The Chairman and CEO of Reebok was Paul Fireman. He was the one to
introduce the Freestyle in 1980 he was the founder and innovator of
Reebok. He left his position in 2006 and sold Reebok to Adidas for $3.8
billion. Paul Harrington took his place in April for two years. In March 2008
Uli Becker became CEO of Reebok. He is now responsible for Reebok
brands business around the world, and he reports to the chairman and
CEO of the Adidas group. The top 3 CEO connections are Mr. John Warren
who is the chief financial officer and general manager of sports licensed
division, Mr. Terry R. Pillow senior vice president, and Mr. Rick Paterno
senior Vice President. The top five shareholders are Bardwil Industries Inc,
Dr. Martens Airwair USA, llc, Native Intimates Ltd., Welspun USA, Ins.,
Alpha Mills Corporation. Its headquarters are in Canton, Massachusetts,
U.S.A. its regional offices are in Amsterdam, Montreal, Hong Kong, and
Mexico City.
REEBOK'S VISION
REEBOKS MISSION
At Reebok, we see the world a little differently and throughout our history
have made our mark when weve had the courage to challenge
convention. Reebok creates products and marketing programs that reflect
the brands unlimited creative potential.
REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life
Reebok understands that people are, above all, unique. Reeboks
positioning reflects this; celebrating the distinct qualities that make people
who they are - their unique points of view, their individual style and their
remarkable talents and accomplishments. Reebok celebrates their
individuality, their authenticity and the courage it takes to forge their own
path to greatness. While some may call them crazy or eccentric, Reebok
calls them visionary and original.
REEBOK'S PURPOSE
d) For the 200809 season, Reebok created the Reebok Edge 2 uniform
system, for National Hockey League's players. The league adopted the
jersey and now all teams sport the new style for both their home and
away jerseys.
INTRODUCTION
The company's profits grew quickly, and in 1967, BRS opened its first retail
store, located on Pico Boulevard in Santa Monica, California. By 1971, the
relationship between BRS and Onitsuka Tiger was nearing an end. BRS
prepared to launch its own line of footwear, which would bear the newly
designed Swoosh by Carolyn Davidson. The Swoosh was first used by
Nike on June 18, 1971, and was registered with the U.S. Patent and
Trademark Office on January 22, 1974.
The first shoe sold to the public to carry this design was a soccer shoe
named Nike, which was released in the summer of 1971. In February 1972,
BRS introduced its first line of Nike shoes, with the name Nike derived from
the Greek goddess of victory. In 1978, BRS, Inc. officially renamed itself
to Nike, Inc.. Beginning with Ilie Nstase, the first professional athlete to sign
with BRS/Nike, the sponsorship of athletes became a key marketing tool for the
rapidly growing company.
By 1980, Nike had reached a 50% market share in the U.S. athletic shoe market,
and the company went public in December of that year. Its growth was due
largely to 'word-of- foot' advertising (to quote a Nike print ad from the late
1970s), rather than television ads. Nike's first national television commercials ran
in October 1982 during the broadcast of the New York Marathon. The ads were
created by Portland-based advertising
agency Wieden+Kennedy, which had formed several months earlier in April 1982.
Together, Nike and Wieden+Kennedy have created many print and television
advertisements and the agency continues to be Nike's primary today. It was
agency co -founder Dan Wiedenwho coined the now-famous slogan "Just Do
It" for a 1988 Nike ad campaign, which was chosen
by Advertising Age as one of the top five ad slogans of the 20th century, and the
campaign has been enshrined in the Smithsonian Institution. San Franciscan
HYPERLINK "http://en.wikipedia.org/wiki/Walt_Stack" Walt Stack was featured
in Nike's first "Just Do It" advertisement that debuted on July 1, 1988. Wieden
credits the inspiration for the slogan to "Lets do it", the last words spoken by
Gary Gilmore before he was executed.
Throughout the 1980s, Nike expanded its product line to include
many other sports and regions throughout the world.
PRODUCT
Nike produces a wide range of sports equipment. Their first products were
track running shoes. They currently also make shoes, jerseys,
shorts, baselayers etc. for a wide range of sports including track and
Nike sells an assortment of products, including shoes and apparel for sports
activities like association football, basketball, running, combat sports,
tennis, American football, athletics, golf and cross training for men,
women, and children. Nike also sells shoes for outdoor activities such as
tennis, golf, skateboarding, association football, baseball, American
football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto
racing and other athletic and recreational uses. Nike is well known and
popular in youth culture, chav culture and hip hop cultureas they
supply urban fashion clothing. Nike recently teamed up with Apple Inc. to
produce the Nike+ product which monitors a runner's
performance via a radio device in the shoe which links to the iPod
nano. While the product generates useful statistics, it has been
criticized by researchers who were able to identify users' RFID
devices from 60 feet (18 m) away using small, concealable
intelligence motes in a wireless sensor network.
MANUFACTURING
Nike has contracted with more than 700 shops around the world
and has offices located in 45 countries outside the United States
Most of the factories are located in Asia, including Indonesia,
China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines,
and Malaysia Nike is hesitant to disclose information about the
contract companies it works with. However, due to harsh criticism
from some organizations like CorpWatch, Nike has disclosed
information about its contract factories in its Corporate
Governance Report.
A Hawk Eye view
Type : Public
Apparel
Sports equipment
Accessories
Website : Nike.com
ACTION
PROFILE OF THE ORGANISATION:
A relentless race against time.The burning passion to win..A strong desire to set the
trends...
No wonder , life is
all Action...."
What one needs is a partner that's always on the move, that tracks your
Every move, just right and smartly too. And that's exactly the inspiration
behind our trendy footwear collection ranging from performance sport
shoes to semi-formal and formal footwear for men, women, teenagers and
kids. Ultimate in design, comfort, and fit. Action shoes not only look good
but also are good for your feet. Each Action product is the manifestationof
our high standards of workmanship, access to latest technology. That's
how Action issynonymous with maximum quality and performance.... and
of course that essential look.So gets into Action. And feel free to walk on
the rough roads of life. Surely you'll be thewinner .
ABOUT THE COMPANY:
The Action group is one of the India's leading business conglomerates.
The groupcommenced its operations as a source of footwear and its
components in domestic and export markets, gradually moving its core
other diversified fields such as: (API) Chemicals and Plasticizers,
(MICROTEK ) Computer Monitors and Peripherals, Power Back
Up/Inverters, (OKAYA) Batteries, (SUN CITY) Housing Projects and
(SRI BALAJI ACTION MEDICAL INSTITUTE) Health Care.
True to its name Action is always on the move to scale newer heights in
footwear designing and manufacturing. Intensive R& D efforts and the
latest technology go into the making of Action footwear. We have in
house manufacturing facilities, including modern equipments and
machineries specially procured from different countries to manufacture
footwear at par with international class and quality.
Each Action shoe is the product of a relentless quest for quality, high level
of workmanship and a true commitment to customer satisfaction. At
Action we strive to listen to the customers in their local markets and
identify their footwear needs and then provide products that exceed the
customer's expectations in terms of quality, style and value.
Hardly surprising, Action has carved a special niche in the Indian
footwear market and in the hearts of millions of its consumers throughout
the country.
COMPANYS LOCATION:
Action is headquartered in Delhi, supported by multiple manufacturing and
development units in rest of the states like - Haryana, Himachal Pradesh
and Daman etc. A number of its executives are based in customer
geographies with the express purpose of creating and nurturing channel
partners as well as customers relationship.
STRATEGIC INTENT
VISION
To nurture a financially strong, growth oriented group through leadership
and innovation and to widen future options by entering newly emerging
industries where the potential seems enormous. We as a group shall
continue to seek opportunities where we can leverage our resources.
MISSION
At Action group our mission is to work together, respecting each other, our
skills and knowledge to:-
VALUES
How we accomplish our mission is as important as the mission itself.
Fundamental to the success for the company are these basic values.
Teamwork
MARKET POSITIONING
DATA ANALYSIS
AND
INTERPRETATION
AGE
TYPE OF FAMILY
MARITAL STATUS
INCOME LEVEL
For household and individual income is the sum of all the wages, salaries,
profits, interests payments, rents and other forms of earning received in a
given period of time?
Type of shoe a customer wants to wear depends upon his choice and
profession.
TYPE OF SHOES FREQUENCY OF PERCENTAGE
RESPONDENT OF
RESPONDETS
FORMAL 20 40
SPORTS 14 28
CASUAL 12 24
ANY OTHER 4 8
A consumer can buy any product only when he or she aware about the
availability of that product in the market.
BRANDS FREQUENCY OF PERCENTAGE OF
RESPONDENTS RESPONDENT
NIKE 30 60
ACTION 24 48
ADIDAS 38 76
REEBOK 31 62
ANY OTHER 12 24
(NOTE:-%vary because respondents are free to tick more than one option)
INTERPRETATION : Analysis revealed that Adidas is most popular brand
among consumers so it serves 76% customers. NIKE and REEBOK have
also strong place in the market and they both fetch 60% and 62%
customers respectively. There is also strong competition among them.
There are 48%of the consumers are aware about Action shoes.
A customer like only that brand which provide him or her more satisfaction
as compared to other brands available in the market.
ADVERTISING MEDIA
REPURCHASE PERIOD
Price and quality of the product are the main factors which affect the
final decision of the consumer.
FACTORS LARGE SOME LEAST WEIGHTED
EXTENT(3) EXTENT(2) EXTENT(1) AVERAGE
PRICE 28 13 9 2.38
QUALITY 45 5 - 2.9
SIZE 50 - - 3
DESIGN 26 17 7 2.38
COLOR 19 18 13 2.1
DURABILITY 35 10 5 2.6
AVAILABILITY 38 8 4 2.68
BRANDIMAG 29 19 2 2.54
E
SUGGESTIONS
AND
CONCLUSION
FINDINGS, SUGGESTIONS AND CONCLUSION
RESEARCH FINDING:
After assessing the overall market scenarios what came in picture was
as follows:
Consumer reaction suggests that Adidas is the marker leader
among all its close counterparts in the sport shoes and apparel
segments.
NIKE is chasing its position most aggressively so now it
requires maintaining its position with new stuff.
ADIDAS has been major competitor for NIKE and REEBOK.
60% Customers are still pro NIKE believer.
The new stuff of the ADIDAS is attracting the consumers more
which might lead ADIDAS at the top spot in the pack in coming
financial year.
Consumers are not showing that kind of craze in ACTION for
past few years.
Probably it could be because of the aggressive attention snatched
by brands like NIKE and ADIDAS especially in India.
Celebrities also affect the sale of brand .ADIDAS shoes promoted
by David Beckham.
72% respondents take their buying decision after considering
the advertisement of brand.
Most of respondents prefer to purchase shoes from exclusive
showrooms.
Businessman, serviceman and professionals prefer to wear
formal shoes because of status and students like to wear only
sports and casual branded shoes.
SUGGESTIONS:
Department stores are the prime sales and marketing channel for
branded shoes. In addition, store decorations and product displays
should be designed to create a strong first impression.
Conclusion
ANNEXURE
QUESTIONNAIRE
PERSONAL PROFILE
I. NAME :
II. AGE :
III. ADDRESS :
IV. TELEPHONE :
V. OCCUPATION :
VI.EDUCATION
VII.TYPE OF FAMILY
NUCLEAR Joint Family
VIII.MARITAL STATUS
Married Unmarried
Any other
10000-15000
15000-20000
Yes No
Indifferent
Nike Adidas
Action Reebok
Any Other
Price
Quality
Size
Design
Color
Durability
Availability
Brand image
Special offers
Yes No
Brand image
Quality
Size
Comfort
Durability
Any Other
11. Where is any increase in price of this brand, is that
Yes No
Indifferent
12. Would you like to buy another brand if all the attributes
Yes No
Chapter-9
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:
INTERNET:
www.google.com
www.wlkipedia.com
www.paradise.com
NEWSPAPER:
The Economic
Times