Presented by:

Sumedh Pawar 802

Rohan Kanbargi 798
Karen Demelo 786
Girish Chinmali 785
Chetana Kulgod 843
Sports Equipment, Apparel and Footwear Market
Worldwide sales of sports equipment, apparel,
footwear is approximated to be worth in excess of $
280 billion.
The fastest growing markets are:
Asia
Europe
Americas
Asia:
Here, the sport and sport-inspired apparel & footwear
market is the driving force for the growth.
Here, the revenue is being primarily generated by
sport-inspired sneakers and garments.
Here, people buy merchandise which may or may not
be used for actual sport activities but as a life style.

Europe:
Here, the demand is primarily for football, skis, biking
apparel and accessories.
It also saw demand for sport inspired winter wear.
Americas:
Here, the demand for sports equipment, apparel and
footwear primarily comprised of demand related to
sports like Basketball, Baseball, American football, Ice
hockey and Track & Field events.
There is also demand for sneakers used primarily as
casual wear and for dance battles.
Introduction:
Name Nike, Inc.
Type Public
Industry Clothing and consumer goods manufacture
Founded January 1964 as Blue Ribbon Sports
1978 as Nike, Inc.
Founders William J. “ Bill” Bowerman
Philip H. Knight
Headquarters Washington County, Oregon, United States
Area served Worldwide
Key people Philip H. Knight (Chairman)
Mark Parker (CEO & President)
Products Athletic shoes, Apparel, Sports equipment, Accessories
Revenue US $ 19.2 billion (FY 2009)
Employees 30,200
Website www.nike.com
Major Competitor’s to Nike:
Adidas
Puma
Adidas:
Name Adidas
Type Public
Industry Clothing and consumer goods
Founded 1924 as Gebruder Dassler Schuhfabrik
1948 as Adidas
Founder Adolf Dassler
Headquarters Herzogenaurach, Germany
Area served Worldwide
Key people Herbert Hainer (CEO)
Robin Stalker (CFO)
Products Footwear, Sportswear, Sports equipment, Tolietries
Revenue EURO 10.8 billion (FY 2009)
Employees 39,600
Website www.adidas-group.com
Puma:
Name Puma
Type Public
Industry Clothing and consumer goods
Founded 1924 as Gebruder Dassler Schuhfabrik
1948 as Puma
Headquarters Herzogenaurach, Germany
Area served Worldwide
Key people Jochen Zeitz (CEO and Chairman)
Melody Harris Jensbach (deputy CEO)
Klaus Bauer (COO)
Products Footwear, Sportswear, Sports goods, Fashion accessories
Revenue EURO 2.706 billion (FY 2010)
Employees 9,650
Website www.puma.com
NIKE FOOTBALL SHOES:

NIKE MERCURIAL VAPOR VI

IMC objectives for Nike Mercurial Vapor VI
 Segmentation, Targeting and Positioning:
 Segmentation:
Demographic- Age, sex, Income
Psychographic- Personality
Behavioral- Product usage, Brand loyalty, Type of user
 Targeting:
Youths up to the age of 30 yrs old having income above Rs. 25000 per month
or US $ 500 per month who love to play football.
 Positioning:
The fastest football boots on the planet.
NIKE MERCURIAL VAPOR VI:
Features:
Weighs only 230 gms.
Nike Flywire technology
Carbon fiber in-sole
Direct injected studs
Concentrated forefront zonal spikes
Available in 4 bright colored shades
Priced at $200 to $400
Benefits from usage:
Increased speed of play
Better control over the football
Accurate firing of shots
Rapid acceleration
Quick changes in direction while running
Ample grip
Other aspects of IMC:
Marketing strategy:
Focus on using top footballers as brand ambassadors.
Emphasize on individual’s ability and performance.
Develop rich TV commercials with high emotional and motivational appeal.
Brand ambassadors: Cristiano Ronaldo, Zlatan Ibrahimovic
Distribution Channels:
Company owned Retail outlets (Nike stores)
Nike website (www.nikefootball.com)
Sporting goods stores, General merchandise stores
Brochures & Direct mails
USP:
Technologically advanced product
Recommended by top football players
Complete Customization through NIKE iD option in its website
Advertisement strategy:
Airing of TV commercials on sports channels like ESPN, Star
Sports, Ten sports, etc. during football matches.
Sponsoring of top football teams and players.
Print ads in National newspapers, sports magazines.
Sponsoring of campaigns against Racism in sports.

Nike spends 10% of its annual revenue on advertising and

promotions which means it spent $ 9.2 billion in FY2009.
TV COMMERCIALS OF NIKE MERCURIAL VAPOR VI:
Objective: To create awareness regarding the performance
of the Nike Mercurial shoes and its endorsement by top
football players.

Appeal: Both emotional (motivational) and rational

(performance of the shoes) appeal.

Execution: Dramatization using top football players

(Cristiano Ronaldo & Zlatan Ibrahimovic)
PRINT AD OF NIKE MERCURIAL VAPOR VI:
MAJOR COMPETITORS:

Adidas F50i

Puma V1.10 iFG

IMC objectives for Adidas F50i:
Segmentation, Targeting and Positioning:
 Segmentation:
Demographic- Age, sex, Income
Psychographic- Personality
Behavioral- Product usage, Type of user
 Targeting:
Youths up to the age of 30 yrs old having income above Rs. 15000 per
month or US $ 250 per month who love to play football.
 Positioning:
The lightest football boots on the planet.
ADIDAS F50i:
Features:
Weighs only 175 gms.
Adidas Sprintskin technology for better ball feel &
reduced weight
Adidas Tunit Technology
Molded Tunit in-sole
Fully customizable studs
Available in 3 two tone color combinations
Priced at $125 to $175
Benefits from usage:
Increased speed of play
Better feel of the football
Accurate firing of shots
Better acceleration
Ample grip
Better close control of football
Other aspects of IMC:
Marketing strategy:
Focus on using top footballers as brand ambassadors.
Emphasize on team’s ability and performance.
Develop rich TV commercials with high emotional and motivational appeal.
Brand ambassadors: Lionel Messi, Zinadine Zidane
Distribution channels:
Company owned Retail outlets (Adidas stores)
General merchandise stores
Sporting goods stores
Adidas website (www.adidas.com)
Brochures & Direct mails
USP:
Use of ultra light materials
Recommended by top football players
Advertisement strategy:
Airing of TV commercials on sports channels like ESPN, Star Sports,
Ten sports, etc. during football matches.
Sponsoring of top football teams and players.
Focuses on team spirit and individual as well as collective
performance.
Print ads in National newspapers, sports magazines.

Adidas spends 9% of its annual revenue on advertising and

promotions which means it spent EURO 1.028 billion in
FY2009.
TV COMMERCIAL OF ADIDAS F50i:
Objective: To create awareness regarding the
performance of the Adidas F50i shoes and its
endorsement by top football players.

Appeal: Both emotional (motivational) and

rational (performance of the shoes) appeal.

Execution: Dramatization using top football

players(Lionel Messi & Zinedine Zidane)
PRINT AD OF ADIDAS F50i:
IMC objectives for Puma v1.10 iFG:
Segmentation, Targeting and Positioning:
 Segmentation:
Demographic- Age, sex, Income
Psychographic- Personality, Lifestyle
Behavioral- Product usage, Brand loyalty, Type of user
 Targeting:
Youths up to the age of 30 yrs old having income above Rs. 30000 per
month or US $ 550 per month who love to play football.
 Positioning:
The lightest and most flashy football boots on the planet.
PUMA v1.10 iFG:
Features:
Weighs only 150 gms.
Carbon fibre in-sole
Superlight microfibre
One piece outsole
Available in 15 two tone color combinations
Priced at $275 to $400
Benefits from usage:
Better stability
Better feel of the football
Accurate firing of shots
Better acceleration
Ample grip
Better close control of football
Better visibility on the field
Other aspects of IMC:
Marketing strategy:
Focus on using top footballers as brand ambassadors.
Emphasize on individual’s performance and desire to get noticed.
Develop TV commercials with high emotional appeal.
Brand ambassadors: Samuel Eto, Nikolas Anelka
Distribution channels:
Company owned Retail outlets (Puma stores)
General merchandise stores
Sporting goods stores
Puma website (www.puma.com/football)
Brochures & Direct mails
USP:
Use of ultra light materials and vibrant color combinations
Recommended by top football players
Advertisement strategy:
Airing of TV commercials on sports channels like ESPN, Star Sports,
Ten sports, etc. during football matches.
Sponsoring of top football teams and players.
Focuses on individual performance and desire to stay fashionable.
Print ads in sports magazines.
Puma’s Love=Football & One Africa Campaign

Puma spends 7% of its annual revenue on advertising and

promotions which means it spent $ 750 million in FY2009.
TV COMMERCIAL OF PUMA V1.10 iFG:
Objective: To create awareness regarding the
performance of the Puma v1.01 iFG shoes and its
endorsement by top football players.

Appeal: Both emotional (motivational) and rational

(performance of the shoes) appeal.

Execution: Humor and factual presentation using top

football player(Samuel Eto) and Top sprinter (Usain Bolt)
PRINT AD OF PUMA V1.10 iFG:
Bibliography:
“The Global Footwear market-Athletic and Non-
Athletic shoes” – Packaged facts
www.wikipedia.org
www.nike.com
www.adidas.com
www.puma.com
www.youtube.com