Case Problem

Entering the Indian Market :

Spike’s Aero
Foam Running Shoes

By: Ishita Gupta

(B.Com Honours , 1st year)
 MARKET ANALYSIS

Industry trends Competitors Analysis

Revenue generated in years No. Of products of each brand in running shoe category
2018 to 2023 0.0 50.0 100.0 150.0

2018 Adidas 195.0

16.2%
2023
24.3%
Nike 170.0

ASICS 134.0
1. Adidas has the largest product range (195).
2019
Puma 53.0
2. Reebok has the smallest product range (30).
18.9%
Under Armour 50.0

Reebok 30.0
2022
21.6%

2020
10.8%
2021
8.1% Average ratings across brands
5

Source: Statista Market Insights

4

In 2023, the revenue in India's Athletic Footwear

3
segment is estimated to be US$1.69bn. 1. ASICS has the highest average rating (4.2).
It is anticipated that the market will experience an 2. PUMA has the lowest average rating (3.2).
2
annual growth rate of 5.13% (CAGR 2023-2028).
When compared globally, in the United States generates
1
the highest revenue at US$14,900.00m in 2023.
In terms of per capita revenue, in India is expected to
generate US$1.19 in 2023.
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Customer Segmentation
Serious Athletes
They seek advanced features
like cushioning, stability, and
durability and are willing to
invest in high-end running
shoes.
Casual Runners
Look for versatile shoes
suitable for both running and
daily wear and Value
affordability,comfort and
style
Marathoners
Seek lightweight and
high-performance shoes
designed for endurance.
Fitness Enthusiasts
Prefer comfortable shoes
that can support their various
workout activities and look
for shoes with good
cushioning and flexibility.
 Distribution Strategies

Brand Specific Stores Omni-Channel Integration

Implement an omni-channel strategy
Consider opening brand-specific retail
that seamlessly connects online and
outlets, especially in prominent urban
offline shopping experiences.
centers.
Offer services like "buy online, pick up
These stores will serve as flagship
in-store" to cater to consumers'
locations, providing consumers with an
preferences.
immersive brand experience.

E-Commerce After Sales Support

Invest significantly in e-commerce
Provide excellent after-sales support,
operations.
including easy returns and exchanges.
Launch a user-friendly and mobile-
responsive e-commerce website and mobile Offer warranty and repair services for your
app. products.
Partner with popular Indian e-commerce
platforms.
SWOT Analysis

s
Strenghths
Global Brand
W
Weaknesses
Limited Knowledge of
O
Opportunites
E-commerce Boom: The
TThreats
Regulatory Challenges:
Recognition: The
the Indian Market: Lack growth of e-commerce in Adhering to Indian
company is well-known
of understanding of India provides an import regulations,
internationally, it can
local consumer excellent platform for customs, and taxation
leverage its global
preferences, culture, reaching a wide audience. can be complex and
brand reputation to gain
and buying behavior can Partnerships and time-consuming.
initial market trust and be a significant Sponsorships: Partnering Cultural Sensitivity:
recognition in India. weakness. with local sports events, Misunderstanding or
Innovative Technology: Competition: The Indian athletes, or fitness misrepresentation of
The company possesses market is highly influencers can boost local culture can harm
innovative technology, competitive, with both brand visibility. the brand's image.
such as Aero Foam, local and international
which can differentiate players. The company
its products in the may face challenges in
market, offering standing out.
superior comfort and
performance.
 Go-to-Market Strategy
Supply Chain &
Inventory Management
Optimize supply chain to
reduce lead times and
ensure timely product
availability.
Maintain sufficient
inventory levels to meet
demand fluctuations.
Pricing strategy
Develop a competitive pricing
strategy that considers local
manufacturing costs, import
tariffs, and the purchasing power
of the target market segments.
Offer various price points to cater
to a wide range of consumers.
GTM Strategy
Sustainability & CSR initiatives
Incorporating sustainability and
corporate social responsibility
(CSR) initiatives into strategy to
align with growing consumer
concerns.
Local Partnerships
Form partnerships with local
sports events, running clubs, and
fitness centers to promote the
brand and products.
Sponsorship of local sporting
events can enhance brand
visibility.
Marketing & Promotion
Collaborate with local athletes,
fitness influencers, and celebrities to
endorse products.
Leverage social media, content
marketing, and online advertising to
build brand awareness.
 APPENDIX

https://www.KreedOn.com/analyzing-sports-footwear-market-in-india/.
Competitive Analysis of Running Shoe Brands from Amazon
Athletic Footwear-India| Statista Market Forecast

Thank you !