52269693 Footwear Industry

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THE FOOTWEAR INDUSTRY

BRANDED SPORTS SHOES

Presented By: GORKY PURINADIR ALI QURESHI

VIKAS TOLANI

SHVETA KAUSHAL

GROUP NO. 22


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Continue to bring inspiration to present and

future athletes, while maintaining the company's

standard of quality for its products.

Proposed Vision Statement


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Company Overview

Reeboks principal business activity is to design &worldwide marketing of high quality footwear, apparel &equipment.

Distributed around the world: (Asia, Australia, Canada,Europe, Latin America, and the United States)

Reebok is 3rd largest seller of athletic footwear and athleticapparel in the world.

Remain market leader in India since 1999


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Product in Offer

Running

Pink Ribbon

Sports equipments

Men's Styling

Women

Sportswear


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REEBOK'S POSITIONING

Celebrate Individuality in Sport and Life

Reebok understands that people are, above all, unique.

Reeboks positioning reflects this; celebrating thedistinct qualities that make people who they are - theirunique points of view, their individual style and theirremarkable talents and accomplishments.

Reebok celebrates their individuality, their authenticityand the courage it takes to forge their own path togreatness.


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Athletic Wear

Global Market Share


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COMPETITIVE SCOPES

ADIDAS

ADIDAS is in the sportswear, apparel and sports accessories industry. The main

competitors of ADIDAS in the industry are NIKE, and PUMA since it acquired REEBOK

in January, 2006.

NIKE

Nike is currently the world leader in Sports goods industry with a brand value of

$12,672 million. The company concentrates on style and technology with a high price

range of the products.

PUMA AG

A German based company best known for its football shoes and athletic shoes. The

competition from Puma has become stronger after the 2008 Olympics in which the

Jamaican sprinter Usain Bolt broke records and won 6 gold medals. Bolt was wearing

Puma shoes!


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SWOT ANALYSIS

Strengths : Weaknesses

Research and development

Marketing

Outsourcing

Name recognition

Y2K+ ReadinessFinancials

Dependency on

Footwear sales

Inefficiencies within

Management

Rely on Retail

sales stores to sell.


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CONTD.

Opportunities : Threats

AsiaCollege/Pro Sports

Emergence of more

Sporting events

Womens Marketplace

Competition

Sweat Shop Issues

Manufacturing Capacity

Global/Domestic Economies


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Contribution to Energy

Conservation

Shopping Bags

Energy Audits

Optimum Utilization of

Energy in stores


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Transformation of a 113 year Old Company


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Consumer Behavior

Cultural Factors

Social Factors

Economic Factors

Product Factors

Demographic Factors


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25.86

37.07

19.83

7.76

9.48

0

5

10

15

20

25

30

35

40

500-999 1000-1999 2000-2999 3000-3999 4000 +

Readiness to Pay


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Strategies

Target Women

Kids

Targeting developing countries

Offering variety of products


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MARKETING STRATEGY

ADIDAS

People purchase products or services forthree basic reasons:

To satisfy basic needs.

To solve problems.

To make themselves feel good.


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MISSION OF THE

MARKETING PLAN To devise a marketing plan and formulate strategies which wouldhelp in the achievement of the marketing objectives of the companywhich are,

Market penetration gaining market share across all markets in

which we compete

Market development expanding into new markets and addressingnew consumer segments

Awareness - increasing awareness and visibility across all brands,providing clear and consistent messaging and supporting productinitiatives at the point-of-sale.


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MARKET INDUSTRY

Comfort

Durability

Style Price

Brand


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ADIDAS

Strategy in India Adidas strategy in India has been consistent over the past few years.

The broad elements of the strategy are to target the brand to urban youthwith our brand proposition from competition to lifestyle using the

authentic sports platform and build and reinforce credibility throughrelevant brand ambassadors and grassroots sports marketing programs.

It would target principal consumption centres, namely metros and buildsignificant stand-alone exclusive store presence in significant locations.

The strategy would be to play to our strengths, i.e. in apparel and mid to

high priced footwear.


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CONTINUED

Multi-Brand Approach

There is a natural limit a brand can achieve given the diverse tastes and expectations

of a highly fragmented consumer market. Thus, a multi-brand approach will provide

the firm with a major competitive advantage and significant additional commercial

opportunities compared to a single brand strategy. It can leverage the power of its

brands in a more precise and meaningful way, utilizing the combined strengths ofeach to compete for a higher percentage of the market, covering a greater number of

consumer needs, price points and demographics.


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COMPETENCE

Broader distribution

Close cooperation with retailers can significantly improve the in-store experience for the product. Establishing shop-in-shop formats

(e.g. with JJB and Dicks Sporting Goods) or retail partnerships (e.g.with INTERSPORT) are examples where the company is leading theindustry. Such co operations can be particularly effective in marketsthat have become dominated by price and lack of differentiation.

Cost leadership

The acquisition of Reebok has created significant opportunities toreduce and optimize costs, through scale benefits, back officeconsolidation and combined capital expenditure planning.


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PUMA

BRAND PERSONALITY

Passion Openness

Self-belief

Entrepreneurship


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SUCCESS FACTORS

Strong Presence: Sports and lifestyle fashionmarket

Products meeting market demand Big distribution network

High innovative and qualitative products

Harnessing resources and experiences

Ample knowledge in R&D


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4 Ps ofMarketing Mix


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PRODUCT

It has wide range of footwear, sportswear,sports goods, fashion accessories.

Black label include collboration withrenowned designers such as Alexander

Puma group owns Puma, Tretorn, Hussein,Chalayan.


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PRICE

Pumas pricing is designed to be competitiveto the other fashion shoe retailers. Thepricing is based on the basis of premiumsegment as target customers. Puma as abrand commands high premium.


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PLACE

Puma shoes are distributed to Multi-Brandstore front and the exclusive Puma storesacross countries. It allows Puma to offer asuch wider selection than any of thecompetition.


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PROMOTION Location, targeted advertising in the

newspaper and strategic alliances serves asthe foundation of Puma advertising andpromotion effort. The athletes and otherfamous sports personalities are always takenas brand ambassadors. They form the prime

building blocks of their portion strategy.


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SWOT ANALYSIS

STRENGTHS

BrandingManagementInternational Strategy

Experience in R&D

OPPORTUNITIES

TechnologyAcquisitionsSponsorships

Fitness hype

WEAKNESS

Missing sports segmentDistribution system

Comparable lower financial resources

THREATS

High competitionLimitation of products

Actual economic situation


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PORTERS FIVE FORCES

Many providers on market High Competition

Build up healthy brand image Permanent threat :

same sector

Own distribution

Big retail chains

Vulnerable sports market Fragmented Market

Own retail store network

Threat

of new

entrants

Bargaining power

of suppliers

Bargaining power

of buyers

Threat

of

substiut

es

Rivalry


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COMPETITORS

NIKE. Inc

Number one sports brand in the world

ADIDAS SALOMON AG

Focus on core sports like soccer, tennis, athletics, skiing

PRADA SPORTSWEAR

Well known luxury brand

DIESEL

Major fashion brand including: sunglasses, footwear,

watches, fragrances and writing tools


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NIKE Nike is a global sports shoe giant company. It

is the largest seller of athletic footwear in theworld, holding the lion share of 33% of theglobal market.

The company has production facilities inAsia, sales facilities in almost 200 countries,

and customer service and other operationalunits worldwide


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THE 4 Ps

OF MARKETING


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PRODUCT

Nike offers a wide range of shoe, apparel and equipment products,all of which are currently its top-selling product categories.

Nike started selling sports apparel, athletic bags and accessoryitems in 1979. Their brand Cole Haan carries a line of dress and casualfootwear and accessories for men, women and children.

They also market head gear under the brand name SportsSpecialties, through Nike Team Sports, Inc.

They sell small amounts of plastic products to other manufacturersthrough Nike IHM, Inc. Bauer Nike Hockey Inc. manufactures anddistributes ice skates, skate blades, in-roller skates, protective gear,hockey sticks and hockey jerseys and accessories.


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PRICE

Nikes pricing is designed to be competitive to the other fashionshoe retailers.

The pricing is based on the basis of premium segment as targetcustomers. Nike as a brand commands high premiums.

Nikes pricing strategy makes use of vertical integration in pricingwherein they own participants at differing channel levels or take part

in more than one channel level operations. This can control costs andinfluence product pricing.


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PLACE

Nike shoes are carried by multi-brand stores and the exclusive Nikestores across the globe.

Nike sells its product to about 20,000 retail accounts in the U.S. andin almost 200 countries around the world.

In the international markets, Nike sells its products throughindependent distributors, licensees and subsidiaries.

Independent distributors need not adapt to local pressures becausethe 4Ps of marketing are managed by distributors.


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PROMOTION

Promotion is largely dependent on finding accessible store locations. Italso avails of targeted advertising in the newspaper and creatingstrategic alliances.

Nike has a number of famous athletes that serve as brand ambassadors

such as the Brazilian Soccer Team.

Nike also sponsors events such as Hoop It Up and The Golden WestInvitational.

Nikes brand images, the Nike name and the trademark swoosh, make itone of the most recognizable brands in the world. Nikes brand power isone reason for its high revenues.

Nikes quality products, loyal customer base and its great marketingtechniques all contribute to make the shoe empire a huge success.


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SWOT ANALYSIS


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STRENGTHS

Nike is a globally recognized for being the number onesportswear brand in the World.

Nike being a competitive organization has a healthy aversiontowards its competitors i.e. during Atlanta Olympics, Reebokexpensed on sponsoring the games; Nike however sponsored thetop athletes and due to this step, it gained valuable coverage.

Nike has no factories; rather it uses contract factories to get thework done which makes it quite a lean organization. It hascontracts with above 700 shops globally in about 45 differentcountries.


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STRENGTHS

Nike is quite strong regarding its research and development; quite evidentregarding its evolving and innovative product range.

They manufacture high quality at the lowest possible price, if prices risedue to price hike then the production process is made cheaper by

changing the place of production.

It belongs to the Fortune 500 companies. Nike employs about more than30.000 people worldwide.

It has a strong sense of marketing campaign by sponsoring top athletes.

It uses linarite foam and fly wire materials in order to make themanufactured shoes lighter and more controllable.


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WEAKNESSES

Even though the organization has a diversified range forsportswear, the income of the business, however, is stillheavily dependent upon its share of the footwear marketwhich leaves it at a quite vulnerable spot if for any reasonits market share erodes.

The retail sector is price sensitive; retailers usually tend tooffer a very similar experience to the consumers withanother cheaper product, which in return tends to getsqueezed as retailers try to pass some of the low price

competition pressure onto Nike.

Nike was for quite some time unwilling to disclose any typeof information concerning its partnering companies.


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WEAKNESSES

It was charged with the violation of overtime andminimum wage rates in Vietnam, 1996, that wasseen as having poor working conditions, and that itwas also charged for exploiting cheap workforce

overseas.

Nike was also reported to have applied child labor inPakistan and Cambodia to produce soccer balls.

It was positioned as a subject of criticism by anti-globalization groups due to its unruly and exploitedmanner that was quite a disaster for its reputation.


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OPPORTUNITIES

The brand is sternly defended by its owners who believe that Nike is not afashion brand, however, a large number of consumers wear Nike Productbecause they derive a fashion trend rather than to participate in a sport.

It is mostly argued that in youth culture, Nike is a fashion brand which alsocreates opportunities for Nike since its products would become outdated beforeeven the product wears out i.e. consumers will feel the need to replace theproduct with a newer trend.

There are many international regions that still need tapping and there is needfor sportswear and with Nikes strong global brand recognition, it can initiate in

many markets that have the disposable income to spend on high value sportsgoods.

Nike gives a lot of effort on its corporate marketing mainly through thepromotion of corporate brand and sponsorship agreements.


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THREATS

Nike is exposed to the international nature oftrade so it sells its product in differentcurrencies which destabilizes the costs and

margins for profits over long periods of time.

The market for sports shoes and sportswear is

quite competitive; the competitors areconstantly developing alternative brands andtechniques to take away Nikes market share.


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THREATS

Consumers are constantly shopping around for a better deal thatconveys a good quality and if one store charges a higher price for theproducts, the consumer would try to seek a better deal of the sameproduct in the premises that delivers the same value but cheaper of thetwo, this type of price sensitivity among the consumers is a potentialthreat to Nike.

The textile industry unpleasantly upsets the atmosphere, and thereforethe organization is constantly struggling to retain its eco-friendlyreputation.

A recession may lead to job shortages in most of Nikes worldwidebranches.

The organization has experienced many adverse publicity feedbacks dueto its widespread advertising.


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THE PORTER FIVE

FORCES


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Rivalry among current

competitors in the industry The first part is analyzing the current treat or rivalry among

the existing firms. In the footwear industry, the level ofrivalry is high. There are several competitors such as

Reebok, Adidas, New Balance, Puma and of course Nike.The competition between these companies is so intensebecause they are dealing with short-life cycles products.

The growth the athletic footwear industry has experiencedover the past twenty years is beginning to stabilize. Thisforces firms to differentiate using marketing, advertising,fashion and technology to steal market share away fromtheir competitors.


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Threat of new entrants to

the industry

The next part is the threat of new competition entering to thesport footwear industry. The threat in this area is low becausemany of the powerful companies in this industry are benefit fromthe economic of scale. Since they are producing, marketing,selling and innovating more, they are saving money becausetheir fixed costs are spread out over a larger volume.

Another factor which affects the new companies to enter this

industry is product differentiation. Big companies such as Nike,Reebok and Adidas own their brand identity that differentiatestheir product to others and they have established their own loyalcostumers.


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Bargaining power of

buyers The costumers have low bargaining power

because the customers cannot affect theprofitability of the industry or the company.

Each pair of shoes is a very small percentageof overall sales and consumers usually do notbuy shoes in large quantities.


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Bargaining power of

suppliers The bargaining power for the suppliers is

medium. The product is unique, and theswitching costs are high. It is also possible for thesuppliers (especially in foreign manufacturing) tointegrate forward into the industry's business (inoverseas markets) and become a rival to theindustry.

Since the raw materials and equipment to makethe sport shoes is very important to thecompanies, supplier cab gain bargaining power.


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Threat of substitutes

This factor is low in the sport footwearindustry, because there are already fewsubstitute products for it, such as the specific

performance shoes like for basketball, soccer,baseball, tennis, etc.

The sport footwear industry is constantlyinnovating and adapting to the new trendsand costumers needs that can decrease thetreat of substitute products


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RECOMMENDATIONS

Nike should be more aware of their bad reputation in the laborpractice and try to come out with solution for the unethical business.

Nike is a well known for their product all over the world. However,Nike must be more careful in releasing the advertising because such

big reputation

Costumer price sensitivity is a potential treat to Nike, thats whyNike need also to consider their product price in order to competewith the other sport brand products.

Try to think solution in case for the big treat of the merger of othersport brand.

Focus on their product development is very good, but they have toconsider also what are the costumer really needs


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FOOTWEAR INDUSTRY: PEST

ANALYSIS

POLITICAL

Recent merger between Adidas and Reebok

Home market lobbying/pressure groups

Very few sporting events apart from cricket fixtures to attract

customers


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ECONOMIC

Marginal share of 2.44 percent in global trade worth US$ 97.606 billion

Estimated target of 12 bn $ (7bn $ export + 5 bn $ domestic) trade by the year 2012overseas economies and trends.

The Indian footwear retail market is expected to grow at a CAGR of over 20% for theperiod spanning from 2008 to 2011. Footwear is expected to comprise about 60% ofthe total leather exports by 2011 from over 38% in 2006-07.

Growing middle class and growing buyer power leading customers to look for

branded shoes.

seasonality issues sports is more of a rage in summers.

Lack of targeting of market segments for kids and women .


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SOCIAL

Lifestyle trends upward shift

Demographics

Consumer attitudes and opinions changing favorably towards branded shoes

Media views

Consumer buying patterns

Fashion and role models

Buying access and trends

Advertising and publicity


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SUPPLY CHAIN IN FOOTWEAR

In nutshell the supply chain in footwear starts from the farmers end and ends with

finished goods in the customers hand. The farmers who tame the animals send the

skins to skins & hides collector in their respective area, then these raw materials are

sent to the tannery which transforms these skins into raw material for the shoe

manufacturing companies, which in turn convert this into finished goods in the formof footwear.

Further these footwear are sent to warehouse of the manufacturing companies, after

that these goods are supplies to customers through various channel members like

retailers, wholesalers, retail chains, department stores. The diagrammatic illustrationis shown below:


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SUPPLY CHAIN IN FOOTWEAR


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CONSUMERS PREFERENCE

Globally, Nike is the market leader and hascaptured the major share of the footwearindustry. It is known for its excellent quality,

designs and the brand name. It is widelyaccepted and preferred at a global level.


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INDIAN PERSPECTIVE

In India, Reebok and Nike are mostlypreferred by men as they are pricedcompetitively and has a fairly good

reputation.

Puma is the first choice among girls due totheir feminine designs and colors. They are

even reasonably priced.


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SWOT ANALYSIS OFFOOTWEAR INDUSTRY


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STRENGTHS Existence of more than sufficient productivecapacity in Tanning

Easy availability to Export Market

Export Friendly government policies

Well established linkage with buyers in EUand USA


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WEAKNESSES

Environmental Problem

Delay in delieveries

Uneconomical size of manufacturing units

Non availability of quality footwearcomponents

Little Brand Image


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OPPORTUNITIES

De-reservation of the footwear sector

Growing fashion consciousness globally

Growing international and domestic market

Use of modern technology

Exhibit strengths in manufacturing ,eg.strength in classic shoe manufacturing


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THREATS

Entry of multinational in domestic market

Stiff competition from other countries

Limited scope for mobilising funds throughprivate placement and public issues,as manybusiness are family owned


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CONCLUSION

The athletic footwear industry is a strong, market driven industry.From the five forces, four are favorable in this industry.

The threat of the potential entrants is low, the bargaining power ofbuyers is low because each pair of shoes sold in very smallpercentage, the bargaining supplier is medium, and the onlyweaknesses to this industry is the current rivalry.

The competition is very intense and the increase of the researchdevelopment and the advertising can be very highly expensive.


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Q1.Do you prefer wearing sports shoes

Q2 WHICH BRAND DO YOU PREFER


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Q2. WHICH BRAND DO YOU PREFER


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Q3.HOW DO YOU CONSIDERED THE

IMPORTANCE OF SPORT SHOES?

Q4 WHAT FACTORS INFLUENCE YOU TO GO


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Q4. WHAT FACTORS INFLUENCE YOU TO GO

FOR A PARTICULAR BRAND


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Q5.ARE YOU SATISFIED WITH THE

QUALITY OF PREFERD BRAND


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Q6.ARE YOU SATISFIED WITH THE

PRICE RANGE


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Q7.IF PRICES OF YOUR PREFERED BRAND

INCREASES WILL YOU PURCHASE AGAIN

Q8 DO YOU NORMALLY SWITCH OVER THE


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Q8. DO YOU NORMALLY SWITCH OVER THE

BRAND

Q 9IS THERE ANY EFFECT OF


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Q.9 IS THERE ANY EFFECT OF

ADVERTISEMENT ON SELECTION OF BRANDS

Q10 WHAT KIND OF PROMOTIONAL TOOL YOU


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Q10. WHAT KIND OF PROMOTIONAL TOOL YOU

PREFER


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Q11.WILL YOU BUY PREFERED BRAND

AT LOW COST OF NEGLIGIBLE QUALITY


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Q12.IS THERE ANY IMPACT OF

CELEBRITIES ON YOUR PURCHASING


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Q13.DO YOU THINK WEIGHT IS A FACTOR

FOR CHOOSING BRAND


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Suggestions & Recommendation

Research finding

AFTER ASSESSING THE OVERALL

MARKET SCENARIOS WHAT CAME IN PICTURE WAS

AS FOLLOWS:

CONSUMER REACTIONS SUGGESTS THAT NIKE IS THE MARKET LEADER

AMONG ALL ITS CLOSE COUNTERPARTS IN THE SPORTS SHOE AND

APPAREL SEGEMENTS.

AFTER ITS SPONSERSHIP TO MAJOR SPORTS EVENTS AND TEAMS LIKE

SOCCER IN EUROPE AND CRICKET IN INDIA GIVE IT AN EXTRA EDGE.

PEOPLE ARE STILL EXPECTING SOME THING MORE FROM NIKE

ADIDAS IS CHASING ITS POSITION MOST AGGRESIVELY SO NOW IT

REQUIRES MAINTAINING ITS POSITION WITH NEW STUFF.


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Nike has been the major competitor for adidas.

The new stuff of the adidas is attracting the consumers more which

might led adidas at the top spot in the pack in coming financial year

CONSUMERS ARE NOT SHOWING THAT KIND OF CRAZE IN REEBOK

FOR PAST FEW YEARS .

PROBABLY IT COULD BE BECAUSE OF THE AGGRESSIVE ATTENTION

SNATCHED BY BRANDS LIKE NIKE AND ADIDAS SPECIALY IN

INDIA .

ONLY 8% MARKET HAS BEEN COVERED BY REEBOK IN RECENT

PAST. THAT IS MISERABLE AS PER ITS STANDARD

REASONS BEING ITS RESTRICTIVE MANUFACTURING IN INDIA, AND

THE COST OF THE PRODUCTS ARE NOT AFFORDABLE AS

COMPARED TO EUROPEAN AND U.S MARKET

i


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Suggestion

THE BOTTOM LINE OF THE MARKET

RESEARCH SPEAKS THAT BRANDEDSHOES IN INDIA HAS BEEN INCREASINSG

ON DAY BY DAY BASIS.

THAT SOUNDS GOOD FORINTERNATIONAL AS WELL AS DOMESTIC

MARKET.


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Questions & Comments

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52269693 Footwear Industry