Reebok Vs Nike in India- A Case Study

Executive Summary

The paper analysis and compares the marketing strategy of two sportswear giants Reebok and Nike in the Indian market. It attempts in exploring how it is possible to retain the market dominance in the sportswear market through not doing the obvious. India is the second largest producer of footwear in the world after China. And in 2000, it produced 1.736 billion pairs of shoes against 6.442 billion for its Chinese neighbor. It was observed that in spite of Nike being number one in the sportswear company of the world, Reebok persuaded away with the lion's share of the Indian market. Nike is a very competitive organization. Phil Knight (Founder and President) has often been quoted as saying, "Our business is war without bullets." Nike has a healthy aversion is competition. However Reebok has more focused on keeping their prices low. The major reason is that Reebok has used promotional tools in India in order to bring awareness among their customers. It has also offered discount, coupons, vouchers and custom made sneakers on their products. Then they used various Indian media tools for promoting their campaign and ads. Ever since Reebok has entered the market of India, they have dominated the Indian sports-wear market. While it's major competitor Nike has not been as successful in the Indian market. Reebok's major advantage was that it understood the Indian consumer very well and has made an effort for growing alongside him.



Executive Summary1

Introduction4

Question no 1: India's Footwear Industry4

Production6

Pestle Analysis7

Political (Legal)7

Economic Aspect7

Socio-cultural Aspect8

Technological Aspect8

Environmental Aspect9

Legal Aspect9

Industrial Trends and Patterns of Trade9

Question no 2: Marketing Mix Strategy of Reebok and Nike10

About Reebok10

Business Strategy for India: Reebok10

Marketing Strategy11

Reebok Positioning Strategy12

Product12

Price12

Place13

Promotion13

About Nike14

Nike Marketing Mix Strategy15

Nike Manufacturing in India16

Differentiation16

Product17

Price17

Place17

Promotion18

Comparison between Nike and Rebook19

Market share19

Marketing and International Marketing Tools19

Mintzberg's Theories20

Advantages21

Reebok Prepares India Ad Shift22

Market Trend and Analysis22

Conclusion23

References25

Reebok Vs Nike in India- A Case Study

Introduction

The fragmented structure of the previous owner-operated costs, real estate and labor stalemate insignificant retail sector in India is quite smooth as the commercial industry is booming in India in the early years of the organization open to Retail and sophisticated. The rural market of India is still largely untapped for footwear manufacturers. Companies should reposition themselves and launch specific product and price ranges to expand their presence and increase their consumer base (http://business-standard.com).

The report analyzes the Indian footwear market, specifically the organized segment of the footwear market. Growth of the industry is being seen in the context of the growth of the organized retail market. Various factors expected to drive growth of the footwear market has also been assessed in the report. In order to understand the dynamics of the industry, the market has been segmented by consumers' men, women and kids. The major players of the industry have also been analyzed in the report.

Discussion and Analysis

The format of the development in the Indian retail industry is the local and foreign joint venture. Recent developments related to foreign direct investment for the child's placement ...