MARKETING STRATEGIES OF ADIDAS

A Summer Internship project for

Submitted in the partial fulfillment for the

Award of the degree of

Master of Business Administration

By

RAHUL DOGRA

(22GSOB2010886)

Under the guidance of

MR. YUVRAJ SINGH RANA MS. SOMYA GUPTA

(Marketing Manager) (Assistant Professor)

(SOB, GU, Gautam

Buddha Nagar GBN)

Nov, 2023
 Certificate of Approval

The following Summer Internship Project Report titled “MARKETING STRATEGIES OF

ADIDAS " is hereby approved as a certified study in management carried out and presented in a
manner satisfactory to warrant its acceptance as a prerequisite for the award of Master of Business
Administration for which it has been submitted. It is understood that by this approval the
undersigned does not necessarily endorse or approve any statement made, opinion expressed or
conclusion drawn therein but a approves the Summer Internship Project Report only for the purpose it
is submitted to the Summer Internship Project Report Examination Committee for evaluation of
Summer Internship Project Report

Name Signature

1. Faculty Mentor MS. SOMYA GUPTA ___________________

2. Industry Mentor MR. YUVRAJ SINGH RANA ___________________

2
 Certificate from Summer Internship Project Guide

This is to certify that Rahul Dogra, a student of the Master of Business Administration / Bachelor of
Business Administration/ Bachelor of Management Studies has worked under my guidance and supervision.
This Summer Internship Project Report has the requisite standard and to the best of my knowledge, no part of it
has been reproduced from any other summer Internship project, monograph, report or book.

Faculty Mentor:- MS. SOMYA GUPTA

Signature:

Designation: Assistant Professor

School of Business
Galgotias University

Date

3
4
5
 DECLARTION

I Rahul Dogra Admission No. 22GSOB2010886, student of School of

Business, Galgotias University, Greater Noida, hereby declare that the MBA
Research Report on “MARKETING STRATEGIES OF ADIDAS ‖ is an
original and authenticated work done by me.

I further declare that it has not been submitted elsewhere by any other person in
any of the institutes for the award of any degree or diploma.

Rahul Dogra
Signature of the Student

Date

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 ACKNOWLEDGEMENT

This project is the outcome of sincere efforts, hard work and constant guidance of not only me but a number of
individuals. First and foremost,
I am thankful to my guide MS. SOMYA GUPTA for providing me help and support throughout the Project
Report period.
I owe a debt of gratitude to my faculty guide who not only gave me valuable inputs about the industry but was a
continuous source of inspiration during these months, without whom this Project was never such a great
success. Last but not the least I would like to thank all my Faculty members, friends and family members who
have helped me directly or indirectly in the completion of the project.

Rahul Dogra

Signature of the Student

Date

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 CONTENTS

1. EXECUTIVE SUMMARY

2. INTRODUCTION

3. COMPANY’S PROFILE

4. MARKETING STRATEGIES

5. THE MARKET MIX

6. FINANCIAL FACTS

7. SWOT ANALYSIS

8. RESEARCH METHODOLOGY

9. DATA ANALYSIS

10. DISCUSSION

11. FINDINGS

12. LIMITATION

13. RECOMMENDATION

14. CONCLUSION

15. ANNEXURE

16. BIBLIOGRAPHY

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 EXECUTIVE SUMMARY

My project topic is "Adidas" which is a shoe company and I am analyzing its Marketing
Strategy. I have chosen this particular topic mainly for two reasons. Firstly, since my childhood
days I had great interest in the shoes and I like to buy new shoes as and when it comes in the
market. The Shoe Company that I most admire is Adidas. Secondly adidas grows as one of the
best leading brand in the shoes and other accessories which is admired by all types of generation.
Hence I have decided to do my project report on this company.

The Adidas mission has changed little since founder Adi Dassler began making sports shoes in
the 1920s: to be the best sports brand in the world. The history of Adidas is one of consistently
meeting the evolving needs of the athlete. Focusing more on function and less on fashion, Adidas
strives to provide athletes with shoes that can make a noticeable difference in their performance.
Meeting athlete needs is what makes Adidas the best. Adidas America has continued to build on
this history.

In February of 1993, Adidas acquired Sports Inc., a US-based sports marketing company
founded by former Nike executives Rob Strasser and Peter Moore. Sports Inc. had been working
in conjunction with Adidas USA on the design, development, and marketing of the Adidas
Equipment line. This line helped rejuvenate and reposition the Adidas brand in the United States
by creating an exclusive line focused on fulfilling the functional needs of the athlete and by
utilizing the best materials and athlete input in the tradition of Adi Dassler. It offered moisture
management, thermal insulation, weather protection, ease of movement, and safety, helping the
athlete to perform more efficiently. After the successful creation and launch of Adidas America

I have made a research report on marketing of Adidas by questionnaire method. The main aim
of this report is to find out that how Adidas hold to the market and what are the areas in which
Adidas can improve upon, in the questioner itself I have emphasis on the marketing of Adidas
and also about the current position of Adidas in market. According to the response of my
questionnaire, I have found that Adidas and Nike are main competitors but Nike is more
preferred brand then Adidas. This is mainly for two reasons first Nike has more variety and good
looks then Adidas and second there outlets are more then Adidas so the company must work
upon these two thing to be the world number one.

9
 INTRODUCTION

Adidas is a German athletic apparel and footwear corporation headquartered

in Herzogenaurach, Bavaria, Germany. It is the largest sportswear manufacturer in Europe, and the

second largest in the world, after Nike. It is the holding company for the Adidas Group, which also

owns an 8.33% stake of the football club Bayern München, and Runtastic, an Austrian fitness

technology company. Adidas's revenue for 2018 was listed at €21.915 billion.
The company was started by Adolf Dassler in his mother's house. He was joined by his elder
brother Rudolf in 1924 under the name Gebrüder Dassler Schuhfabrik (Dassler Brothers Shoe
Factory). Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic
events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of
heavy metal spikes to utilising canvas and rubber. Dassler persuaded U.S. sprinter Jesse Owens to
use his handmade spikes at the 1936 Summer Olympics. In 1949, following a breakdown in the
relationship between the brothers, Adolf created Adidas and Rudolf established Puma, which
became Adidas's business rival.
The three stripes are Adidas's identity mark, having been used on the company's clothing and shoe
designs as a marketing aid. The branding, which Adidas bought in 1952 from Finnish sports
company Karhu Sports for the equivalent of €1,600 and two bottles of whiskey, became so
successful that Dassler described Adidas as "The three stripes company

1.1 OBJECTIVES OF THE STUDY

To study the marketing of Adidas and also about the current position of Adidas in market

To find out Adidas and Nike are main competitors but Nike is more preferred brand then others.

To find out that how Adidas hold to the market and what are the area seen which adidas can
improve.

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 COMPANY PROFILE

In the small German village of Herzogenaurach the world began its love affair with Adidas
(Ryno‘s Company History). In 1920, Adolf ―Adi‖ Dassler brought to life those three little
stripes. With his brother, Rudolph, Dassler manufactured his first sports shoe, made for training,
after realizing the need for performance athletic shoes. In1948, the Dassler brothers separated to
form their own two separate companies. Dassler formed Adidas and his brother formed Puma,
both headquarters in Herzogenaurach.

The Adidas mission has changed little since founder Adi Dassler began making sports shoes in

the 1920s: to be the best sports brand in the world. The history of Adidas is one of consistently

meeting the evolving needs of the athlete. Focusing more on function and less on fashion, Adidas

strives to provide athletes with shoes that can make a noticeable difference in their performance.

Meeting athlete needs is what makes Adidas the best. Adidas America has continued to build on

this history.

In February of 1993, Adidas acquired Sports Inc., a US-based sports marketing company
founded by former Nike executives Rob Strasser and Peter Moore. Sports Inc. had been working
in conjunction with Adidas USA on the design, development, and marketing of the Adidas
Equipment line. This line helped rejuvenate and reposition the Adidas brand in the United States
by creating an exclusive line focused on fulfilling the functional needs of the athlete and by
utilizing the best materials and athlete input in the tradition of Adi Dassler. It offered moisture
management, thermal insulation, weather protection, ease of movement, and safety, helping the
athlete to perform more efficiently. After the successful creation and launch of Adidas America

General Information

For over 83 years Adidas has been part of the world of sports on every level, delivering state-of-
the-art sports footwear, apparel and accessories. Today, with total net sales of 6.1 billion and net

11
income of 208 million, Adidas - Salomon is a global leader in the sporting goods industry and
offers the broadest portfolio of products. Adidas-Salomon products are available in virtually
every country of the world. Our strategy is simple: continuously strengthen our brands and
products to improve our competitive position and financial performance.

The company's share of the world market for sporting goods is estimated at around 15 percent.

Activities of the company and its approximately 100 subsidiaries are directed from Adidas-
Salomon AG's headquarters in Herzogenaurach, Germany. Also located in Herzogenaurach are
the strategic business units for Running, Soccer and Tennis as well as the Research and
Development Center. Additional key corporate units are based in Portland, Oregon in the USA,
the domicile of Adidas America Inc. and home to the strategic business units Basketball,
Adventure and Alternative Sports. The strategic business unit Golf is based in California. The
business unit Winter Sports is in Annecy, France. The company also operates design studios and
development departments at other locations around the world, corresponding to the related
business activity. Adidas-Salomon AG has approximately 13,400 employees worldwide.

Turnover and Brand Image

The turnover of Adidas company has grown to 20Million US dollar in year 2005-06. Almost

53% of the turnover is from sale of apparel and accessories with the rest from footwear.

The Adidas brand is one of the most popular brands as determined by a within brand survey of

sportswear brands in the year 2007.

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income of 208 million, Adidas - Salomon is a global leader in the sporting goods industry and
offers the broadest portfolio of products. Adidas-Salomon products are available in virtually
every country of the world. Our strategy is simple: continuously strengthen our brands and
products to improve our competitive position and financial performance.

The company's share of the world market for sporting goods is estimated at around 15 percent.

Activities of the company and its approximately 100 subsidiaries are directed from Adidas-
Salomon AG's headquarters in Herzogenaurach, Germany. Also located in Herzogenaurach are
the strategic business units for Running, Soccer and Tennis as well as the Research and
Development Center. Additional key corporate units are based in Portland, Oregon in the USA,
the domicile of Adidas America Inc. and home to the strategic business units Basketball,
Adventure and Alternative Sports. The strategic business unit Golf is based in California. The
business unit Winter Sports is in Annecy, France. The company also operates design studios and
development departments at other locations around the world, corresponding to the related
business activity. Adidas-Salomon AG has approximately 13,400 employees worldwide.

Turnover and Brand Image

The turnover of Adidas company has grown to 20Million US dollar in year 2005-06. Almost

53% of the turnover is from sale of apparel and accessories with the rest from footwear.

The Adidas brand is one of the most popular brands as determined by a within brand survey of

sportswear brands in the year 2007.

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 MARKETING STRATEGIES: AN OVERVIEW OF
ADIDAS

Some of the theory I have used in my project are as follows

Theory: what is market research and why it is important.
Market research is a method of collecting data which will make you (as a business) more aware
of how the people, you hope to sell to, will react to your products or services. Market research
will answer questions like:

Whether your products or services are needed

Who might want to buy your products

What age, sex, income occupation etc. are the people I want to sell to.

If there are changes taking place and how this might affect what you sell

How well your products or services might sell

How much demand there is for what you hope to sell

What price would people be prepared to pay

Conducting market research

There are number of ways in which you can carry out your research but you need to carefully
consider why you made this choice and what you hope the evidence will suggest to you.

Questionnaires and personal interviews are one of the most common ways in which you can
conduct market research, and there are many methods of gathering data this way: Direct
Interview, Mail Survey and Telephone interview. Depending on the type of data you hope to
collect will have a impact on what you choose to use. I have made use of two type of survey

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methods, questionnaire and mail survey. I have asked some question about the company by
mail and also by direct contacts. The Question I have asked are given in ―questionnaire part‖
below.

Theory: marketing mix

The Marketing Mix (The 4 P's of Marketing)

Marketing decisions generally fall into the following four controllable categories:

Product

Price

Place (distribution)

Promotion

The term "marketing mix" became popularized after Neil H. Borden published his 1964 article,
The Concept of the Marketing Mix. Borden began using the term in his teaching in the late
1940's after James Culliton had described the marketing manager as a "mixer of ingredients".
The ingredients in Borden's marketing mix included product planning, pricing, branding,
distribution channels, personal selling, advertising, promotions, packaging, display, servicing,
physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these
ingredients into the four categories that today are known as the 4 P's of marketing, depicted

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below:

The Marketing Mix

These four P's are the parameters that the marketing manager can control, subject to the internal
and external constraints of the marketing environment. The goal is to make decisions that center
the four P's on the customers in the target market in order to create perceived value and generate
a positive response.

Product Decisions

The term "product" refers to tangible, physical products as well as services. Here are some
examples of the product decisions to be made:

Brand name

Styling

Quality

Price Decisions

Some examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.)

Cash and early payment discounts

Price flexibility

Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution
decisions include:

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Distribution channels
 Market coverage (inclusive, selective, or exclusive distribution)

Warehousing

Distribution centers

Transportation

Promotion Decisions

In the context of the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal of
generating a positive customer response. Marketing communication decisions include:

Promotional strategy (push, pull, etc.)

Advertising

Personal selling & sales force

Sales promotions

Theory: SWOT analysis

This theory tells about the company strength, weakness, opportunity and Threats. This theory is
very important for the company because this theory tell the weakness and the strong points of the
company and if company knows it weakness and it strong points then company becomes easy
operative and also the profits as well as the market share of the company get increased.

The Company

Adidas entered the Indian market in 1996 by setting up a 100% subsidiary of Adidas AG called
Adidas India Ltd. and announced its joint venture with Magnum International Trading Company

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Ltd. on October 1, 1996. The new joint venture – Adidas India Ltd. – was incorporated with an
initial investment of US $ 205 million with Adidas India Ltd. holding 80% of the equity and
Magnum holding the balance 20%. This investment was raised to US $ 6.4 million with the
equity structure remaining the same. Currently, the total investment stands at US $ 11.4 Million
with the equity structure changing to 91.4% by Adidas and 8.6% by magnum.

Adidas’ Range of Products 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 range of Adidas products available in India include sports footwear featuring some of the
most popular innovations and technologies developed by Adidas such as Feet You Wear, Torsion
system and adi wear. The sports footwear available in India includes a wide range of core
categories such as adventure, basketball cricket, golf, indoor, running, tennis, training, soccer
and workout.

Adidas has introduced in India, a wide range of sports wear for both men and women. These
include apparel for athletics, basketball, cricket, golf, running, soccer, swimming, tennis and
training for Men. The women‘s range includes apparel for athletics, golf, running, swimming,
tennis, training and workout. Accessories include bag packs, campus bags, medium and large kit
bags, caps, socks, wrist and headbands.

Adidas Markets its products in India through a combination of mega exclusive stores (area of
1000 sq. feet and above), exclusive stores, multi-brand stores and distributors.

At present, Adidas is available in 80 exclusive outlets out of which 34 are company – owned
with 8 new Company – owned stores planned for 2005 and in 500 multi-brand outlets in India.

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 MARKETING-MIX (FOUR P’S): ADIDAS

The Product

Whatever your athletic preference, you can now purchase an extensive range of Adidas footwear
and apparel online. From running shoes to baseball cleats, eye wear to lanyards, collegiate
licensed jackets to good old fashioned cotton T-shirts, all things sport are available at the Adidas
store.

How do adidas create its Products

Adidas goal is to create a product that is honest – it must perform. The rule is simple:

form follows function.

Technology and functional design. A development team makes the actual prototypes.

These prototypes are then presented to the retail market by the marketing department.

An Adidas product is the result of the intense thought and creative energy of many

different people. The following is a general outline of how we create our

performance-based products.

1. The marketing department evaluates athletes‘ needs and develops a basic concept of

how those needs should be met. This concept is then presented to the design

department.

2. Based upon this concept from the marketing department, the design teams sketch possible

prototypes.

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3. The people from design and marketing consider the prototype sketches together,

narrowing the selection to those they anticipate will most successfully meet athletes‘ needs.

4. The development department then works with the design department to create an actual

prototype from the selected sketches.

5. Three separate groups – marketing, design and development – meet and discuss how to improve

the prototype.

6. Samples are wear-tested to ensure the product meets Adidas standards for performance and

durability and stands up to the demands of the sport for which it was designed.

7. Preview samples are presented to key accounts and consumer focus groups for feedback. Based

upon this information, final changes are made.

8. Samples are distributed to Adidas sales representatives for presentation to retailers.

9. The finished product is delivered to retailers.

I. As A BRAND

At Adidas –you have got to be sporty. At Adidas the brand awarding is been taken rather

seriously at its headquarters.

What that kind of stuff got to do with Indian market? Yes, it won‘t really be a hot seller, but it

will contribute a lot to Adidas brand image. That‘s the Adidas way of doing it – image is a

critical part of branding strategy the world over.

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The idea of the company is to introduce performance specific sports shoes in the Indian market

by building images around the world & at the same time create the need for these shoes at the

ground level.

Adidas already has heavy weight sportsmen such as Sachin Tendulkar, Leander Paes

& Mahesh Bhupathi endorsing the brand in India. They had the image, apart from endorsing the

performance element in the brand. Adidas steps out of crease with a clear sports positioning.

Adidas will take on arch Nike with almost the same positioning. Its working with promising

athletes to give them a taste of its products. Adidas nowadays is capturing an attitude that is

sports related.

Adidas in fact did go through a limited fashion phase. Adidas says – that you are tempted to

make quick buck but we would like to stick to the sports brand image because that make us

fashionable.

II. Words of G. Kannan (Director – Marketing)

―Our Secret is our commitment to the sports process. We develop shoes that take into account

the needs of a particular sports & the role of this brand is driven by this factor‖.

Good news for Adidas is that even in the casual market, the trend is towards being sporty. Going

to Gym is fast graduating from a mere fad to serious body building, strengthening & toning. This

is reflected in the clothes that people wear today. The three stripes, for instance is unique

property which can be reinvented in various forms as trends changes.

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C. For Adidas the product plays an eminent role in the enhanceme nt of their

corporate as well as sports image:

ADIDAS SAYS –

―Nothing compromised. The most innovative Adidas products created specifically to help make
you a better athlete. For Adidas, product is not just a assortment of few items. But it involves—
developing of the right product – which can then be put to right place & sold with the right
promotion & price.

VALUE OF IT’S PRODUCTS FOR ADIDAS

Our goal is to create a product that is honest – it must perform. The rule is simple: form follows

function.

As studied earlier an Adidas product is the result of the intense thought and creative energy of

many different people. If a company sell an automobile, is it selling a certain no. of nuts and

bolts, some metal sheet, an engine and four wheels?

If a company sell a delivery service, is it selling so much wear and tear on a delivery truck and

so much operator fatigue? As per Adidas the answer to these question is instead what we are

really selling is the satisfaction, use or profit the customer wants.

Adidas says that all the customer wants is, that whatever product they purchase should fulfill all

their needs and preferences. They don‘t care how they were made. Further they want that when

they order something, the don‘t really care how much out of the way the driver had to go or

where he/she has been. They just want their package. That means for them only the final service

matters.

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As per Adidas the idea of product potential customer‘s satisfactions or benefits is very important.

Adidas says that the total product is not just a physical product with its related features, but it

includes accessories, installation, instruction on use, the package, perhaps the brand name which

fulfills some psychological needs a warranty and confidence that service will be available after

the purchase. Place and physical distribution:

A: Place

Adidas is very much concerned about its second ―p‖. as per Adidas place and physical

distribution of the product is something on which almost every company spends a handsome

amount of money.

Hence Adidas takes a good care of its place and physical distribution process. Adidas has

appointed marketing specialists who are taking care of the supply of the product and their

distribution channels and process.

Process used – assorting progress

Entire range, which is available is put together to give a target market what it wants. Marketing

specialists put together an assortment to satisfy some target market. His is usually done by those

who are close to the retailers only.

B: Physical distribution

As per Adidas nearly half of the costs of marketing is spend upon the physical distribution.

To take care of this problem Adidas has appointed marketing managers who decides how the

transporting and storing functions should be divided within a channel.

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Note: Physical distribution can be varied endlessly in a marketing mix and in a channel system.

TRUCKS

In Adidas, except the export products, trucks are considered to be the best medium for transport.

The flexibility of trucks makes them really good for moving small loads for short distances. They

can travel on almost any road. According to Adidas they can give extremely fast service. Also

trucks causes less breakage in handling.

PROMOTION:

Adidas is one of the India‘s biggest company of sports that spends nearly $10 million on its sales

promotion and advertising in Indian Market.

Adidas believe that it just cannot be taken lightly. It is a very important aspect of products life

cycle. It is the process which is responsible for the growth or decline in the sale of the product.

Adidas thinks that promotion is communicating information about the product between the seller

and the buyer to change attitudes and behavior.

To handle the company‘s promotional activities Adidas has employed marketing managers,

wherever the Adidas is located. These marketing managers look after process of the promotion

of the products of their company.

As per Adidas the marketing managers promotion job is to tell the target customers that the right

product is available at the right place and at the right time and especially at the right price.

Adidas thinks that only taking the product to the customers is not a task of the company. But

company takes a very important look about how the product works and this message is

communicated to their consumers. Because a wrong message can lead to the end of their

products life.

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Sales Promotion

Adidas is the most popular amongst its rival for its excellent sales promotional activities.

As per Adidas they say that they themselves are responsible for the enc ouragement of the

customer to by their products. Adidas believes sales promotion tries to compliment the

company‘s selling efforts.

STEPS THAT ADIDAS TAKE TO PROMOTE SALES

In the last years the Adidas has almost given sale to its products 6 to 7 times i.e .

almost twice in a year Adidas goes for discount on sales. They arrange contest.

In order to motivate the employees of the company Adidas also prepares training material for the

company‘s own sales force. They even design the sales materials for the company‘s own sales

force to use during the sales calls.

As per Adidas, people see same message in different ways. They may interpret the same words

differently. So Adidas always tries to deliver the message which everyone can easily understand.

ADVERTISING

As per Adidas advertising can get results in a promotion blend. Good results are obtained at a

cost of course. The amount spent in the Unites States for advertising is growing. Continuously,

from World War II to 1980 it went from $1 billion to $50 billion.

Adidas also spends nearly $2.9 million on its advertising throughout the world. Adidas in India is

spending almost $17 million on advertising.The heavy weight players like Sachin Tendulkar,

Leander Paes and Mahesh Bhupathi are already attached with their ad - campaigns.

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PRICING:

Adidas is clear, it wants to become the no. one sports brand in India, a choice brand for all

brands. So far so good, but how will it tackle a price conscious market like India?

Adidas feels that being a high energy business Adidas int roduces 600-700 articles every six

months – enables the brand to remain fresh and bring on an international and Indians the brand

from the price stand point.

Price, that‘s the most critical factor in the Indian context. Adidas believes it has to deliver a

functional at an affordable price. It‘s a tough job – to maintain the integrity of the performance

and still come out with a product a right price point. Globally shoes start at $50. But in India as

the perceived need is lower, you have to make the product more affordable.

To tackle this, Adidas came out with speed 2000, a product priced at Rs.995 with the help of

local and Hong Kong source people. Adidas however feels that its just the matter of time before

India coverage‘s the world on this front. It is v ery difficult to operate on a lower price point and

maintain integrity of product, but its been barely 3 years since the sports market has taken off.

The original sector is just 20% of the total market and 80% of the volumes comes from sporty

shoes. But our market is producing products at a price that is relevant to the consumers.

Adidas feels that as the volume go up, Adidas will try and work out price points as people

graduate with better understanding of quality and price perception. Volumes are bound to go up.

Adidas started at the time when India had no strength out in the sports products market in 1989 –

90. Its then licensing partner Bata, and it had limitations of what it could have put behind the

brand..

26
So company took the next best step when the licensing agreement ended to take a bigger share in

business To conclude we can say that Adidas is putting all efforts to bring down the price

consciousness in the Indian market. Company is trying to make products, which are easy to

afford and still maintain the integrity of their performance.

Growth has been phenomenal for Adidas even given the base is small. In 2010 Adidas grew by

25%, 2011 by over 50% and this year Adidas is expecting more than 50% in terms of value in

both shoes and apparel, while the i ndustry growth as a best case estimate has been 20 -25%.

MARKETING STRATEGY – ADIDAS OTHER

STRATEGY

Adidas, the brand with three stripes, seems to use the elements of high -tension in its ads.

Remember the Sachin Tendulkar commercial? How everything is ne ar-frozen, and the shattering

glass signifies release. Release of tension. Adidas gives you a chance to but the boundaries – in

every sphere.

Only now, the setting is not the playground or the track or the court, it is the urban landscape –

with its omnipresent traffic jams, crowded streets and so forth. This way, Adidas becomes a part

of life. Anyone‘s life. You don‘t have to be the high -voltage performer to be a part of the Adidas

family. And it goes beyond that – Adidas becomes something that makes you better. Not just as

an athlete, but as a sports person, a better human being.

One of the advertisements: The spot featuring Boldon, shows him chasing a thief (who‘d

stolen a TV set when its owner was in the bath) through the dark streets.

27
To help a man (the owner, in a towel) in distress. And he uses all the power that he can, to do

what he has to do and what he needs to do. And Adidas helps him perform better, than he would

otherwise have been able to. This is perhaps shown in an oblique way when the spot ends at the

feet of Boldon and the bather.

One is wearing a pair of Adidas shoes while the other is barefoot. Adidas makes you better, goes

the base. In short, the other man could have done as well as Boldon. The bather reads any man.

Any man who wears Adidas. And Adidas goes beyond athletic

performance – it becomes everyday life. In stark reality. Though humorously and light, it has a

deep meaning.

MARKETING: ADIDAS

In 1997, Adidas became Adidas-Salomon with its US $1.4 billion purchase of Salomon, a French

manufacturer of skis and other sporting goods. The deal put Adidas one step closer to competitor

and world market leader Nike, and one step ahead of Reebok.

Salomon, aside from its winter sport equipment, also owns golf club brand Taylor Made and

cycle brand Mavic. The merger makes Adidas/Salomon the second largest sport marketer in the

world, and number one in Europe. Salomon is currently very strong in North America and Japan,

and Adidas has the largest market share in Europe.

Adidas is, like Nike, very active insuring sponsorships advertising deals with celebrities. Some

of the most famous are Martina Hingis (tennis), Kobe Bryant (basketball), Peyton Manning, Paul

Palmer (swimmer), jan Ullrich (racing cyclist) and the New York yankees. David Beckham,

Patrick Kluivert and Zidane all wear Adidas boots, the Predator Accelerator.

28
LEVERAGING ON SACHIN: ONE MAJOR PART OF MARKETING

STRATEGY IN INDIA

Continuing its association with trump card Sachin, the local four-ad print campaign tries to

connect Adidas‘ product attributes with Sachin‘s magic. ―Instead of presenting just one

dimensions :

The first ad connects Sachin‘s choice of a heavy bat with Adidas‘ Falcon Dorf light weight

shoes. Says the headline: ‗Sachin likes his bat heavy, not his shoe.‘

The second new shoe range to be introduced for the first time in India. Sub-branded ‗Aksu‘ and

priced at Rs 2,299, these are athletic sandals primarily meant for water-based adventure sports.

Finally, The next ad will convey that Adidas covers various price points by promoting its

existing Portland range priced at Rs 1,499 and 1,799 (the leather version).

The importance of celebrity sponsorship and events to Adidas is illustrated by Robert Louis-

Dreyfus‘ letter in the company‘s 1998 annual report :

―When it comes to showcasing our brands, 1998 was truly exceptional. Early in the year, the

Winter Olympics focused the attention of sports enthusiasts on Nagano. In summer, the Soccer

World Cup in France attracted more spectators than any single sports event before. When the

French team, promoting the three stripes, won the World Cup, we could not have wished for

more. These were great times for our brand.‘

Adidas has reached an agreement with ISL Marketing of Switzerland to become an official

sponsor of the 2000 UEFA European Championships. Adidas will have access to the official

emblems, mascot and trophy for the design of its own products..

In 1998, the overall Adidas budget for promotion and sponsoring accounted for nearly 15% of

turnover.

29
The positioning is being communicated through its global campaign-released worldwide in

February 1999 but in India, only in May-as well as through a four-ad print campaign developed

locally by RK Swamy/BBDO. Says G Kanan, general manager, marketing, Adidas: ―We are

the only brand with heritage in sports. As a brand, we‘re not an attitude that‘s fashionable. We‘re

an attitude that is relevant all the time.

The campaign also introduces a new brand line for Adidas: ‗Forever Sport‘. The line sums up

the ―deeply-felt‖ and ―long-term love affair‖ (it has been involved with sports since 1928) that

Adidas has with sport in all of its forms. Interestingly, the new brand line has been introduced

almost after a decade, when it was using ‗Earn your stripes‘ as its tag-line. The company

dropped it during the late 80s after it found that it wasn‘t connecting too well with its consumers.

But the golden question is that will the campaign make Adidas run?

The company expects the campaign to strengthen the image of the brand since research had

indicated that neither of the three multinational sports shoe brands present in India had a clear

image: most were perceived as diffused brands and personality-led. Says Kanan: ―Sachin has

and will play a major role in pushing the brand. He is important, as there are certain values a

consumer needs to know about Adidas. But after a certain duration, we have to present a global

perspective too and hence the Forever Sport campaign

THE ADIDAS LOGO

The ―Trefoil‖ was adopted as the corporate logo in 1972. It represents the heritage and history

of the brand. In 1996, it was decided that the Trefoil would only be used on heritage products.

Examples of product featuring the Trefoil logo include the Stan Smith, Road Laver, A-15 warm-

up, and Classic T-shirt.

30
Equipment

The Adidas Equipment line was launched in 1991. This line of footwear and apparel represents the

most unique and functional of Adidas products. Equipment is the ultimate expression of what is

uniquely possible by design when form follows function.

In January 1996, the Three-Stripes brand mark became the worldwide Adidas corporate logo. This

logo represents performance and the future of the Adidas brand. This logo is used in all advertising,

printed collateral and corporate signage.

Since 1949, the Three-Stripes have been an integral part of our brand and product designs. This

trademark has become synonymous with Adidas and its dedication to producing high-quality athletic

products to help athletes perform better.

ADIDAS: COMPANY’S

FINANCIAL FACTS

For over 83 years Adidas has been part of the world of sports on every level, delivering state-of-
the-art sports footwear, apparel and accessories. Today, with total net sales of £182 million,
Adidas-Salomon is a global leader in the sporting goods industry and offers the broadest
portfolio of products. Adidas-Salomon products are available in virtually ever country of the
world. Our strategy is simple: continuously strengthen our brands and products to improve our
competitive position and financial performance. The company‘s share of the world market for
sporting goods is estimated at around 19 percent.

31
 SWOT ANAYSIS

Strengths:

The main strength of Adidas is his Product Quality. The quality and the material uses in Adidas

is very good.

The company has a good brand image in the market, the publicity and the advertisement is also

very good and lastly company hold a healthy market share in the market.

Another strength of the company is its well efficient and effective management, which works as

a team.

Weakness:

The major weakness in the Adidas is that the manufacturing of the products of Adidas is not

done in India itself it is being import hence the cost become high and the margin of profit

becomes low that‘s why company must give a deep thought on manufacturing their products in

India.

Another major weakness in the company is that it is not catering to all the segments which I

have already discuss above, If these two weakness in the company can be eradicated then the

company may earn high profit and better market status.

32
 Opportunities:

Adidas does have many products for the urban segment or poor people, but there is hardly any

product or we can say that there are no products for this segment.

India is more a rural country, in the total population of India major part of population lives in

rural area and these people can not afford the costly products of the company like Adidas hence

company must target this particular segment they must introduce the shoes and other product

according to their demands.

Also price is one of the major factor which may influence this type of segment hence company
should make their policy accordingly.

Company must also consider the range and the variety of the products as compare to Nike and
Reebok.

In my opinion the company must introduce more rage or more variety in the market to compete

with their competitors and also the customer have more choices to choice the product from.

Threats:

Adidas does not have strong distribution network as compare to Nike and Reebok in India. Nike
has more number of retail outlet then Adidas and Reebok has a unique distribution network, the

company Reebok not only uses its outlet for the sale of their product but also use some other

shoes company outlet like ―Bata‖. In a Bata showroom u can find Reebok shoes and other

products. But this is not a case with Adidas hence Reebok has an extra advantage over Adidas.

Adidas do not have any competitive advantage as compared to Nike and Reebok.

33
 RESEARCH METHODOLOGY

STAGE ONE

The project study started with collection of Secondary Data. The sources for the secondary data are

as follows:

Data Sources

News Papers

Magazines

Internet

Press articles on Adidas.

Stage Two

I visited the Adidas India Ltd., which is located In Mehrauli (new Delhi). I Also Met Some Of The

Marketing Executives Who Helped Me Getting The Required Information.

I Also Got Some Of The Information From The Other Resources Of The Corporate Office Like :

Company Journals

Company Catalogs

Questionnaire (Structured & Non Disguised)

And Other Related Sources.

Primary data:

I have prepared a questionnaire for the general public asking about the marketing strategy of

Adidas, in that particular questionnaire I have asked some question give in finding and analysis

section: (the questioner is filled by 80 people).

34
 DATA ANALYSIS

1. How does u rate the company marketing strategy as compare to the other competitors company
like Nike, Reebok etc.?

Out of 80 people 36 had said Adidas have a good marketing strategy and should continue like
this only, 24 had said Nike is more better then Adidas, 16 said Reebok is good and 4 said others.

others
5%
reebok
20% adidas
adidas nike
45% reebok
others

nike
30%

35
Do you think that the advertisements and the brand ambassador of the company is good enough?

Out of 80 people 66 person said yes they like the advertisement very much and rest said no they
don‘t like them.

0%
18%
happy
not happy

82%

What things u keep in mind while purchasing shoes will it be quality, advertisement, price or
design?

Out of 80 people 69 person had said that the product must have good quality and good design
and other said they purchase these shoe for status symbol only.

0%
14%

quality
other factor

86%

36
2. If u have to purchase shoe except Adidas which shoe it will be and why?

Out of 80 people 42 have said Nike, 23 said Reebok and 15 others, which shows that the main
competitor of Adidas is Nike. They have given different reason for that some said Nike and
Adidas are have same range of products and there quality and prices is also same, so different
people have different opinion.

19%

nike
52% reebok
others
29%

DISCUSSION

As of Analyzing the data there is lots of point to discuss Adidas is a growing company as stated
above, but how much and how fast? As you can see from the graph of net sales over the past five
years, sales have grown rather exponentially

Adidas Company Strategy states that

Out of 80 people 36 had said Adidas have a good marketing strategy and should continue like
this only, 24 had said Nike is more better then Adidas, 16 said Reebok is good and 4 said
others.

If u have to purchase shoe except Adidas the answer could be

Out of 80 people 42 have said Nike, 23 said Reebok and 15 others, which shows that the main
competitor of Adidas is Nike. They have given different reason for that some said Nike and
Adidas.

37
While purchasing shoes will it be quality, advertisement, price or design?

Out of 80 people 69 person had said that the product must have good quality and good design
and other said they purchase these shoe for status symbol only.

This shows that Adidas does not have a large market share in Asia as compare US and Europe

Advertisements and the brand ambassador of the company is good enough?

Out of 80 people 66 person said yes they like the advertisement very much and rest said no they
don‘t like them.

FINDINGS

Company research report

(A) Company Description

Adidas-Salomon AG(ADIDAS). Production and marketing of sports equipment, footwear and

apparel under the brand names of Adidas, Salomon, Taylor Made and Mavic. Sales of Footwear
accounted for 45% of 2004 revenues; Sales of Apparel, 35% and Sales of Hardware, 20%.

(B) Competitor Analysis

Adidas-Salomon AG operates in the Men‘s & boys‘ clothing sector. This analysis compares
Adidas with three other sport shoe and apparel manufacturers: Nike Inc. of the United States
(2004 sales of $9 billion of which 59% was Footwear), Reebok International Ltd. of the United
States (2003 sales: $2.87 billion of which 73% was Footwear), and Amer Group PLC which is
based in Finland (2003 sales of 6.46 billion Finnish Markka [US$996.88 million] of which 24%
was Racquet Sports). Note: not all of these companies have the same fiscal year: the most recent
data for each company are being used.
38
(C) Sales Analysis
During the first quarter of 2004, sales at Adidas totalled 1.56 billion euro. This is an increase of
2.7% from the 1.52 billion Euro in sales at the company during the first quarter of 2003. During
the previous 17 quarters, sales at Adidas have increased compared with the same quarter in the
previous year.

Sales at Adidas appear to have some seasonally: during each of the previous 5 years, sales have
been highest during the third quarter, which has accounted for between 28.0% and 32.0% of the
annual sales.

Adidas reported sales of 5.38 billion Euro (US$5.35 billion) for the year ending December of
2004. This represents an increase of 9.0% versus 2000, when the company‘s sales were 5.35
billion Euro. Sales at Adidas have increased during each of the previous five years (and since
1999, sales have increased a total of 226%).

Recent Sales at Adidas

(Figures in Billions of Euro)

5.47 6.06 6.53

8

6 3.62
2.61
4 1.79

0
1999 2000 2001 2002 2003 2004

In 2002, sales in Latin America were up at a rate that was much higher than the company as a
whole: in this region, sales increased 36.0% to 171.00 million euro. Adidas also experienced
significant increases in sales in Asia-Pacific (up 3.9% to 875.00 million Euro).

39
GROWTH

Adidas is a constantly growing company. It is global in scope with the majority of its sales

coming from Europe, followed by the United states, with the smallest percent of Adidas‘ sales

coming from Asia. Adidas sales have grown significantly each year from 1994 to the present.

Adidas is the leading producer of sporting goods in Europe and it is second in the overall world

market, just behind Nike. Nearly 55% of Adidas revenues come from Europe, while 37% come

from the Americas, and only 9% of revenues come from a growing Asian market.

For anyone not familiar with the structure of this company (since it is not based out of the USA),

it is much like US based competitor Nike. Adidas has stock traded on exchanges in Frankfurt and

Pairs, and its ticker symbol is ADDDY. The pie chart below shows exactly how the ownership of

the company is spread out across the world. Most of the ownership comes from Europe, while a

substantial 30% comes from the United States, and the rest from Asia.

Asia
5%

Europe US
40% 30%

UK
25%

40
Adidas is a growing company as stated above, but how much and how fast? As you can see from the

graph of net sales over the past five years, sales have grown rather exponentially, although growth

slowed in 1999. This growth in sales comes from not only an improving world economy, but from

Adidas‘ marketing efforts to make it one of the most popular sporting goods brands.

This shows that Adidas does not have a large market share in Asia as compare US and Europe and

my questionnaire (given below) also suggest that company can improve a lot the certain areas are

marketing distribution and competing with the competitors. The company has to become innovator

not follower they must do something differently to come with the flying colors.

LIMITATIONS

The research project has been com pleted with ease and comfort . No particular limitation or
shortcoming was realized during the anal ysis.

Also, due to time con straints, enough justice could not be done to the project .

RECOMMENDATION
For 20012, the Adidas brand‘s new divisional structure will be in place to start delivering

positive results for the Group. Adidas America will remain a challenge but nevertheless will

deliver qualitative sales improvements in the second half of 20012. Top-line growth is expected

in all other regions. Double-digit growth from Salomon is projected as a result of the continued

innovative strength and the increasing profile of their products. The integration of Mavic with

Salomon, which began in 2002, was continued in 2005, with further synergies between the two

brands. At Taylor Made-Adidas Golf, increased marketing and sales support will target

ambitious golfers, and solid growth in all the major golf markets is expected to continue.

41
But the battle has only started, and the foreign sports companies are here for the long term. They

can sustain losses for years to come in order to gain market share. What they are doing at

present, is building up distribution networks to cover every nook and corner of the country and,

setting up manufacturing facilities.

Only those Indian manufactures which have a strong focus on manufacturing and technological

upgradation will survive in the long run, although with a much smaller market share than they

have at present. Small companies will be sidelined totally and will exit from the sports market

altogether. ADIDAS in INDIA has always been driven by its Value – for-money strategy. The

company needs to identify critical success factory and work assiduously towards achieving it.

In addition to these positive top-line developments, gross margins are expected to remain
within a range of 41% to 43%, operating expenses will decline as a percentage of sales, and
as a result

net income is projected to increase by 15%.

Adidas is currently ranked third in almost every category in the global athletic shoe industry.
However, they rank second only to Nike in terms of sales. The main competitors of Adidas

include Nike and Reebok However, other smaller competitors include Fila, Puma and Easy

Spirit. Adidas commands only 5% of the athletic shoe business in the U.S., compared with

the 40% for the fearsome Nike, but the rejuvenated Adidas has climbed to within easy reach

of Reebok, which has been struggling in the past couple of years. Adidas is also steadily

regaining market share lost to other brands such as L.A. Gear and Fila (Fortune, 2000)

42
 Since acquiring their current president, Louis-Dreyfus, Adidas, a wholly owned subsidiary, has
competed with a whole new strategy. Aside from cutting the whole line of German senior

management, Louis-Dreyfus also fired management in Asia, who failed to match competitors‘

low costs in subcontracting shoemaking to local companies. While Louis-Dreyfus fought bring

down costs, he also took a gamble on the side. Adidas began to focus on global marketing.

CONCLUSIONS

ADIDAS in INDIA has always been driven by its Value-for-money strategy. The company needs

to identify critical success factory and work assiduously towards achieving it.

As the world grows to become one, many problems will arise that cannot be solved. One of the
primary challenges associated with globalization is balancing conflicting and competing objectives.
In the case of Adidas, it has faced such problems already and how they have dealt with them is with
flexibility and calmness. Despite what could be higher costs, Adidas has chosen to stick with their
human right codes and Standards of Engagement rather than continue to be associated with
subcontractors who treat works in inhumane ways. As Adidas has grown worldwide, it has had to
deal with problems of heterogeneity vs. homogeneity. In other words, in an increasingly
heterogeneous and global world, diversity in the workplace has appeared to emerge as an issue.
Companies, including Adidas are no longer homogenous in the sense that their companies have
grown worldwide. And as a result, Adidas has had to make worldwide headquarters and produce
information and products in several different languages. Having to spread its workforce, Adidas has
come to depend on intangibles.

43
The knowledge, worldwide experience and diversity that an Adidas employee can bring to the table
are valuable. Recently, how successful companies are in the global world is increasingly derived
from intangibles, such as these, that organizations cannot own. Adidas is greatly affected by these
external influences since indeed it is a global company. For some it is not common knowledge that
Adidas is a German company. This is a result of good global business. Adidas has created a product
that is global and with that diversity and knowledge greatly affect the company. Adidas must be able
to easily adapt to different cultures and must be culturally aware when conducting business. The
long list of Adidas subsidiaries where it conducts business proves that Adidas is constantly adapting
to cultural changes and must be extremely diverse. Because of this necessity, knowledge is greatly
valued. Great changes occur in this industry and as a result, new ideas, intuition and inspiration are
an asset that is a necessity in this industry and to remain a global company. Who leads this
knowledge and maintains diversity are the managers, yet they too are facing new changes.

It seems that conducting a survey is a very good choice to allow consumers to evaluate what

they wanted and what they are unsatisfied with. However, the drawbacks such as few willing

respondents and not able to fully voice out their opinions. This is not much of a problem as

survey questions are not very specific. But, conducting a survey is able to give us some idea of

what consumers are really thinking about Adidas products. In the future, survey questions will

be made to allow the consumers to give more accurate and specific answers to the Adidas brand.

This method, when done continuously, will create an idea that Adidas can use to fully meet

customer`s satisfaction and increase sales, thus profits increase.

44
 ANNEXURE

QUESTIONNAIRE

1. How do u rate the company marketing strategy as compare to the other competitors company like
Nike, Reebok etc.?

Adidas Nike

Reebok Others

2. Do u think that the company Adidas is giving its customer what they want in terms of quality and
prices or value for money?

Happy Not Happy

3. Do u think that the advertisements and the brand ambassador of the company is good enough?

Happy Not Happy

4. What things u keep in mind while purchasing shoes will it be quality, advertisement, price or
design?

Quality Other factor

5. If u have to purchase shoe except Adidas which shoe it will be and why?

Nike Reebok

Others
6. What do u think that the company Adidas must do to improve its marketing strategy?

______________________________________________________

45
 Format No: GU/M-30/ Form-1

F-1 Student Application for 4-6 weeks Internship

Complete and submit to the Dean through School Internship Program Coordinator. (Type or write clearly)
Student Name:
Home Address Phone

Email address
Program Internship Semester
Overall GPA
Internship Preferences
Location Core Area Company/ institution
F-1 Preferance-1
Preferance-2
Preferance-3
Faculty mentor Signature: _________________________Date___________.
(Signature confirms that the student has attended the internship orientation and has met all paperwork and
process requirements to participate in the internship program, and has received approval from his/her Advisor)
Student Signature: _______________________________________Date__________.
(Signature confirms that the student agrees to the terms, conditions, and requirements of the Internship Program)
Dean Dean IIIC Dean Academic

46
 Format No: GU/M-30/ Form-3

F-2 4-8 weeks internship Request Letter from University to internship provider
To
The General Manager (HR)
....................................... .......................................

Subject: REQUEST FOR 04/06 Weeks internship training of MBA Degree

Programme, Greetings from Galgotias Educational Institutions !!

We feel privileged to introduce Galgotias Educational Institutions (GEI) as one of the leading and quality-
driven educational groups in the Delhi-NCR Region.
Galgotias Educational Institutions consist of three institutions:
Galgotias College of Engineering & Technology (GCET)
Galgotias Institute of Management & Technology
(GIMT) Galgotias University (GU).

Galgotias Educational Institutions combine a supremely empowering educational process, industry stalwarts in
their faculty, global educational associations, and relentless placement efforts, to offer the best of career
opportunities to its students. Galgotias Educational Institutions are known for a combination of state-of-the-art
campus, strategic teaching-learning process, together with the most advanced facilities, creating an
environment in which wholesome corporate personalities are created.

Further, we‘d like to furnish that as a part of the course curriculum, our students are required to undergo a
Summer Internship Program of 45 Days. The Internship Duration will be from ………………………….

In this regard, we request you to kindly allow -Student name-------------- (Admission No.- ) student of 2 years
full-time program of Business Administration (Batch-………….) to complete Summer Internship in your
esteemed organization by assigning project work pertinent to the stream pursued.

Feedback on the student‘s progress and evaluation on the assigned ‗Project‘ will be highly
appreciated. Yours sincerely,
Dean Industry Internship Interaction Cell

47
 Format No: GU/M-30/ Form-4

F-3 Student Internship Undertaking

Date:-
In my own interest, I am willing to complete internship at _______________________________
__________________________________________________________________________(Organisation/ Address) from
/ / 2019 to / / 2019. I hereby give an undertaking as under.

  I will strictly abide by all rules and regulations of the industry/Institute and Galgotias University, Uttar Pradesh. 
 I shall be responsible for my conduct and own safety at the industry/Institute and Galgotias University, Uttar
 Pradesh shall not be responsible for this in any manner.
 I shall take care of my personal belongings. I shall not make any claim and no type of any claim shall be made in
my respect and on my behalf by anyone in respect of any loss or injury to me (including fatal injury or death) or to
 the property of mine which may suffer or occur during the above mentioned programme.
 I will not act in any manner that defames the industry/Institute and Galgotias University, Uttar Pradesh, in any
manner whatsoever.
  I will not claim the expenses over & above for stay & mess to the Industry/Institute or to the University.
  I will regardless of age, may not use or be in possession or under the influence of alcohol or unauthorized 
drugs on either the industry premises or place of stay (Hostel/ rental accommodation) Violation of this regulation
 may result in suspension or expulsion from the university.
  I will maintain confidentiality of work-related projects and personnel.
  I will familiarize myself with, and adhere to, relevant organizational arrangements, procedures, and functions. 
 I will understand what constitutes a permissible work absence and who to notify if absent, be prompt with being
 on time to work and with assignments; give it my best effort.
 I will report changes in work schedule, supervision, or problems at the site to the internship coordinator and
industry supervisor.
  I will dress appropriately for the work setting.
  I will follow through on commitments.
  I will not conduct personal business during work hours (i.e. e-mails, cell phones, and internet).
  I will keep a positive attitude, open mind; avoid jumping to conclusions; try to make informed judgments.
  I will communicate – keep people informed in a useful and succinct way, listen and ask questions. 
  I will be fair, considerate, honest, trustworthy, and cooperative when dealing with co-workers.
 I will assert ideas in an appropriate and tactful manner, seek feedback from supervisors, accept suggestions for
 corrective changes in behavior and attempt to improve performance. 
 I will accept constructive criticism and continuously strive to improve performance, seek to enhance professional
 effectiveness by improving skills and acquiring new knowledge.
 I am fully aware that no faculty coordinator is accompanying me and no coordinator is appointed on behalf of the
university at the place of internship.
Date Signature:
Place Name of Student:
Department Phone Number:
Semester Section-Roll No
I have allowed my ward (name as indicated above) for the above-mentioned Internship and instructed him/her to
take due precaution for safety and discipline as listed above. I also undertake that the Industry/Institute or the university shall
in no way be responsible for any loss or injury to my ward during the programme.
Date: Signature
Place: Name of Parent:
Address: Mobile No:

48
 Format No: GU/M-30/ Form-5

F-4 Internship Synopsis/Executive Summary

Objectives/ Guidelines/ Agreement: Internship Synopsis (This Will Be Prepared In Consultation
With Faculty Mentor)
An internship is a unique learning experience that integrates studies with practical work. This agreement is
written by the student in consultation with the faculty Mentor and Industrial supervisor. It shall serve to clarify
the educational purpose of the internship and to ensure an understanding of the total learning experience
among the principal parties involved.
Part I: Contact Information
Student Name:__________________________________________ Enrollment No:___________
Programme:__________________________ Semester:_______ Academic Year: _____________
Campus Address:________________________________________________________________
City:____________________ State:______________Phone:________________ Email:________
Industrial Supervisor
Name : ___________________________________Title: _____________________
Company/Organization: _______________________________________________________
Internship Address: __________________________________________________________
City, State, Pin: ______________________________________________________________
Phone: ____________________________________Email: __________________________________
Faculty Mentor
Name:____________________________________Phone:_________________________
Campus Address: ___________________________________________________________________
Academic Credit Information
Internship Title: _________________________________Department: _________________________
Course #: ____________________________________ Credits: _______________________________ Grading
Option: Credit/Non-credit ________________
Beginning Date: ______________________________ Ending Date: ___________________________ Hours
per Week: _______________________ Internship Type: Paid/Unpaid
Part II: Internship Objectives/Learning Activities:
What do you intend to learn, acquire and clarify through this internship? Try to use concrete, measurable
terms in listing your learning objectives under each of the following categories:
• Knowledge and Understanding
• Skills
 Learning Activities: How will your internship activities enable you to acquire the
 knowledge/understanding, and skills you listed above?
 On the job: Describe how your internship activities will enable you to meet your learning
objectives. Include projects, research, report writing, conversations, etc., which you will
do while working, relating them to what you intend to learn.

 Teaching/Mentoring Activities: How your technical knowledge can be applied at the site of
 the internship. How you can create value through mentoring/help people learn new things.
 Off the job: List reading, writing, contact with faculty supervisor, peer group discussion, field
trips, observations, etc., you will make and carry out which will help you meet your learning
 objectives.
 Evaluation: Your Internship supervisor will provide a written evaluation of your internship.
Describe in detail what other evidence you will provide to your faculty Mentor to document
what you have learned (e.g. journal, analytic paper, project, descriptive paper, oral
presentation, etc.) Include deadline dates.

Part III: The Internship

Job Description: Describe in as much detail as possible, your role and responsibilities while on your internship.
List duties, project to be completed, deadlines, etc. How you can contribute to organization/ at site of internship

49
Supervision: Describe in as much detail as possible the supervision to be provided/needed at the work site. List
what kind of instruction, assistance, consultation you receive from whom, etc.

Evaluation: How will your work performance will be evaluated? By whom? When?
Part IV: Agreement
This contract may be terminated or amended by faculty mentor or Industry mentor at any time upon written
notice, which is received and agreed by the other two parties.
Student Signature: Date:
Faculty Mentor signature: Date:
Industry Mentor Signature: Date:

50
Format No: GU/M-30/ Form-6

F-5 One Page Report for Industry Training with Topic identification

Branch :
Name of student: Section-Roll No.:
Contact Number: Project Batch:
GU mail id-
Name of Company:
Company Address
Industry Person Name & Contact No Email ID
Designation
HR
supervisor:
Details of Industry:

Duration of Internship: From To Total Days

Actual working days in a week

Timing ( from – to)

Work Assigned:

Topic Identification

Is this your first experience of

industrial training/internship?

On a scale of 1to 5 provide

utility of this training on your
profession.
1 (no use), 5(extremely useful)

Signature of student Name & Signature of Faculty Mentor

51
 Format No: GU/M-30/ Form-7

F-6 Student‘s Daily Diary/ Daily Log

Index – Logbook

Training records to be written every day in Training Diary at Training.

After completing training in a department, meet the Departmental Head to clarify your queries, etc. and get his
signature as indicated hereunder.

GU faculty visiting the training site may ask the students to show their work and put
their remarks on this page.

Date: Time of Arrival: Time of Departure:

Dept/Division: Project title:
Main Points of the day (including figures, if any)

Signature of Industry mentor with Seal

52
 Format No: GU/M-30/ Form-9

F9 Industry Internship Supervisor Feedback

Student Feedback form by Industry mentor

Student Name: Enrolment No:

SIP Title:
Industry Supervisor Name: Organization Name:

Internship From (Start Date) Internship From (End Date)

Parameters Performance
Behaviours Excellent Satisfactory Poor
Performs in a dependable manner
Cooperates with co-workers and supervisors
Shows interest in work
Learns quickly
Shows initiative
Produces high quality work
Accepts responsibility
Accepts criticism
Demonstrates organizational skills
Uses technical knowledge and expertise
Shows good judgment
Demonstrates creativity/originality
Analyze problems effectively
Is self-reliant
Communicates well
Writes effectively
Has a professional attitude
Gives a professional appearance
Is punctual
Uses time effectively
Industry Supervisor Name:

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Signature of Industry mentor:

Format No: GU/M-30/ Form-10

F-10 Student Feedback of Internship

STUDENT’s FEEDBACK OF INTERNSHIP (TO BE FILLED BY STUDENT

AFTER INTERNSHIP COMPLETION)

STUDENT FEEDBACK FORM

Student Name Roll No.
Institute Name
Faculty Mentor Name Faculty‘s Designation
Internship Project Title
Industry Supervisor Name Supervisor‘s Designation
Organisation Name
Internship From (Start Date) Internship To (End Date)
Give a brief description of Internship Work
Was your internship Yes, to a large Yes, to a slight degree Not related at
experience related to degree all
your major area of study
This experience has: Strongly Agree No Opinion Disagree Strongly
Agree Disagree
Given me the
opportunity to explore
a career field
Allowed me to apply
classroom theory to
practice
Did the curriculum
found to be in
consistent with the
industry
Helped me develop
my decision-making
and problem-solving
skills
Expanded my
knowledge about the
work world prior to

54
permanent
employment
Helped me develop
my written and oral
communication skills
Provided a chance to
use leadership skills
(influence others,
develop ideas with
others, stimulate
decision-making and
action)
Expanded my
sensitivity to the
ethical implications of
the work involved
Made it possible for
me to be more
confident in new
situations
Given me a chance to
improve my
interpersonal skills
Helped me learn to
handle responsibility
and use my time
wisely
Helped me discover
new aspects of myself
that I didn‘t know
existed before
Helped me develop
new interests and
abilities
Helped me clarify my
career goals
Provided me with
contacts which may
lead to future
employment
Allowed me to
acquire information
and/ or use equipment
not available at my
Institute
In the Institute internship program, faculty members are expected to be mentors for students.
Do you feel that your faculty coordinator served such a function? Why or why not?

55
How well were you able to accomplish the initial goals, tasks and new skills that were set
down in your learning contract? In what ways were you able to take a new direction or
expand beyond your contract? Why were some goals not accomplished adequately?

In what areas did you most develop and improve?

What has been the most significant accomplishment or satisfying moment of

your internship?

What did you dislike about the internship?

Considering your overall experience, how would you rate this internship? (Tick One)
Satisfactory Good Excellent

Give suggestions as to how your internship experience could have been improved.

Signature Date

56
57
58
NO OBJECTION CERTIFICATE

59
 BIBLIOGRAPHY

Books:
PHILIP KOTLER, MARKETING MANAGEMENT, EDITION 2005.
V.S RAMASWAMY AND S. NAMAKUMARI MARKETING MANAGEMENT,
SECOND
EDITION.

WILLIAM STANTON.J, MICHALL J.ETJEC, BRUCE J.WALKER FUNDAMENTAL

OF MANAGEMENT.

RAVICHANDRAH.N COMPETITION IN INDIAN INDUSTRY.

Web Sites
www.adidas.com
www.indiainfoline.com
www.webcrawler.com
www.indiatimes.com

Class Notes is referred

Magazines
A&M
Business India
India Today
Business Today

Newspapers
The Times of India
The Hindustan Times
The Economic Times





\\\

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