PROJECT REPORT ON

THE STUDY ON MARKET POTENTIAL & CUSTOMER SATISFACTION OF ADIDAS

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

Master of Business Admistration (Marketing)

UNDER THE GUIDANCE OF Mr. SANJOY SIR

UNDER THE SUPERVISION OF Mr. Mukes Vinayak TSI (Adidas)

SUBMITTED BY PURNENDRA SINGH 1205031440

2012-2014

CERTIFICATE This is to certify that the project work done onTHE STUDY ON MARKET POTENTIAL & CUSTOMER SATISFACTION OF ADIDAS SHOES is a bonafide work carried out by Mr. PURNENDRA SINGH under my supervision and guidance. The project report is submitted towards the partial fulfillment of Two year, Part time Sikkim Manipal University. This work has not been submitted anywhere else for any other Degree/ Diploma.

Name &sign (Company guide) guide)

Name &sign (Faculty

PURNENDRA SINGH 1205031440 Date -2/02/2014

ACKNOWLEDGEMENT
Interdependence is a higher value than independence
Some Says Managers are born and some says managers are made. I was also in some dilemma before commencing my Summer Internship Project. But after the successful completion of my internship project, I came to know that managers are made if they are guided properly and are motivated to work willingly towards fulfillment of specific goal. It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well wishers who have in some way or other contributed in their own special ways to the success and completion of this summer internship project. First of all, I express my sage sense of gratitude and indebtedness to my Manager, Mr. S.P.Panday of from the bottom of my heart, for his unprecedented support and faith that I do the best and his valuable recommendation and for accepting this project. I sincerely express my thanks to our Retail operation Head Mr. Bhaskar Banarjee for his valuable guidance and intellectual suggestions during this project. Also, I also express my sincere thankfulness to my mentor Mr. SANJOY SIR for their kind advice, suggestions and constant help in a lot of various ways during project course. Further I express my sage sense of gratitude to Mr. Deepak Agarwal, Regional Manager of Planet Retail Ltd (Future group) and Mr. Mohd. Arshi, who were kind enough to give an opportunity to work under their immense expertise. I sincerely thank to both of them for their valuable suggestions, motivation and encouragement. I express my thanks to the Adidas Supporting Team, for their support and encouragement in bringing out this project report.

I would be failing in my duty if I dont express my profound gratitude to the entire respondent who has spent their valuable time to answer the questionnaire. Last but not the least; I would also like to expand my thanks to all faculty members of SMU, who have helped a lot during the course of my project. Finally, I sincerely express my thanks to all my friends and the Staff members of Web Uni for their support.

Purnendra Singh
(Roll No.: - 1205031440)

DECLARATION

I, PURNENDRA SINGH OF Sikkim Manipal University hereby declare that this project report entitled The Study on Market Potential & Customer Satisfaction of Adidas Shoes at Saharaganj , Hazratganj for Adidas , lucknow is a bonafide record of work done by me during the course of summer internship project work of MBA Distance program and all contents and facts are prepared and presented by me without any bias. I also declare that it has not previously formed the basis for the award to me for any degree/diploma associate ship, fellowship or other similar title, of any Institute/Society.

PREFACE
I want to express my gratitude for the experience and practical knowledge that I gained during the summer internship project at Adidas Store. It was my first experience when I went to the Store not to buy anything but to do the survey and to Study of Market Potential and Customer Satisfaction of Adidas Shoes at Saharaganj, Hazratganj, Lucknow with reference to Adidas retail India Ltd. The basic need of this survey is to interact with customers. On first day I was nervous, but because of the good image of the Adidas in the market the people reacted positively. For accomplishment of the project report I think about the conditions and views and then I used to compose the whole thing on computer. In making the project report theoretical knowledge was needed more than the practical which was given to us by my professors in my institutes. In the market the experience relating to the practical knowledge was very good which realized me about the real conditions of the retailing. The project flows logically consisting of market research, data collection method and questionnaire. It hoped that the findings and the suggestions will help the company, confidently to formulate its strategy in comparison to its competitors. I have enjoyed my summer internship at Adidas and have learnt lots of new things, which will be helpful to me during my work in any organization. I thank Adidas for giving this opportunity at their store and being good to me all the time. I am please to work in this esteemed organization. I have tried my best to make this report a reader friendly & also did my level best to fulfill the objective of the summer training.

Lastly I am giving thanks to SMU family who gave me their precious time to make project successful.

Place: Date:

PURNENDRA SINGH

TABLE OF CONTENTS SrNo Particulars PageNo

1 2.1 2.2 2.3 2.4

Introduction Introduction to Adidas Aims and establishment of the company Types of product/ services offer Objective of the study

6 7 8 9

2 3.1 3.2 3.3

Methodology Research Design Sampling Design Data Collection

11 12 13 14

3 4.1 4.2 4.3 4.4 4 5.1

Analysis And Recommendation Data Findings and Analysis Recommendation Limitation of study Overall experience Annexure Bibliography

15 16 18

20 28

Retailing Customer is King

A Customer is the most importAnt visitor on our premises. he is not dependent on us. We are dependent on him. He is not an interruption on our work. He is the purpose of it. He is not an outside of our business. He is a part of it and we are not doing him a favor by servicing him. He is doing us a favor by giving us An opportunity to do so.

Mahatma Gandhi

Some Published issue of Retail Industry

The retail industry is expected to grow into a USD 427 billion industry by 2010- FICCI. Indias retail industry, which is in the middle of rapid growth, has already

scripted success stories fit to be the subject of a Bollywood film-Business Standard. The impact of organized retailers that have seen swarming of malls lately, on the mom-n-pop stores in 20 Indian cities- Indian Council of Research in International Economic Relations (ICRIER). Modern Retailing Comprehensive policy vital- The Hindu Retail boom triggers ancillary industry growth- The Times of India

The Indian Macro Economy

Tops AT Kearney list of emerging markets for global Retailers to enter. 2nd Fastest growing economy in the World and 50% of the total GDP led by services such as IT, telecommunications, healthcare and retailing. GDP growth rate for the year 2007-08 ended at 9.4% (in 1st quarter) and current GDP (6 %) is better than China and other developed country. Reserves crossed the $150 billion mark, showcasing India as one of the top ten holders of Foreign exchange reserves. Population 1000+ Million 50 Million Rich and 300 Million Middle class 65% of population below 35 years and 54% below age 25 years Working population in India is growing like most other developed countries. China has issues of median age 30-34 years at the early stage of development and psychology issues after implementation of one child policy Housing Boom due to nuclear family, low interest rates, tax benefits from government and lastly strong Indian values driven by savings and owning home Economy - 4h largest economy in the world on PPP basis (next only to USA, China and Japan) -One of the fastest growing economy with 6.5% average growth in GDP for last 10 years and is expected to rank 3rd by 2010, just behind the US and China Fragmented retailing with 5 million retailers and 95% less than 500 sq ft nation of shop-keepers -brilliant trading and entrepreneur community Over 3.9 million tourists visited India this year, up from 3.0 million last year. India is on the track to be the servicing capital of the world (As China is manufacturing capital) and Organized retail growing at 25-30%+ p.a. compound growth. IPL has again drastically changed the outlook of the whole world towards India. It has the highest paid players across the Globe / Sports. Real Estate & Retailers in India are the most aggressive in Asia in expanding their businesses, thus creating a huge demand for real estate. Their preferred means of expansion is to increase the number of outlets in a city and also expand to other regions. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expanding at a rapid pace. Besides the 6 metros, India has 61 other cities with populations greater than 0.5 million and contributes about 14% to the countrys GDP.

India Vs World
Indian retail is fragmented with over 12 million outlets operating in the country which is 13 times more the all retail outlets operating in USA (0.9 million outlets). India has the highest number of outlets per capita in the world - widely spread retail network but with the lowest per capita retail space (@ 2 sq. ft. per person) Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher than the size of Indian retail industry. Almost 100 times more than the turnover of HLL (India's largest FMCG Company). Wal-Mart - over 4,800 stores (over 47 million square meters) where as none of India's large format store (Spencers, Big Bazaar, Shoppers' Stop, Westside, Lifestyle) can compare. The Wal-Mart sales per hour of $22 million are incomparable to any retailer in the world. Numbers of employees in Wal-Mart are about 1.3 million where as the entire Indian retail industry employs about three million people. One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two third of HLL's annual turnover. Developed economies like the U.S. employ between 10 and 11 percent of their workforce in retailing (against 7 percent employed in India today). 60% of retailers in India feel that the multiple format approach will be successful here whereas in US 34 of the fastest-growing 50 retailers have just one format Inventory turns ratio: measures efficiency of operations. The U.S. retail sector has an average inventory turns ratio of about 18. Many Indian retailers have inventory turns levels between 4 and 10 - KPMG surveyed. Global best-practice retailers can achieve more than 95 percent availability of all SKUs on the retail shelves (translating into a stock-out level of less than 5 %).The stock-out levels among Indian retailers surveyed ranged from 5 to 15 percent.

1. Executive Summary

Executive Summary
Retailing is emerging as a sunrise industry in India and is presently largest employer after agriculture. Some economists say that Retailing is one of the pillars of the economy in India, and some say it is gold mine of Indian economy. Retailing in its present form started in the latter half of 20 th century in USA and Europe. Retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate in the country and only 5% of them being larger than 500 sq ft (46 m) in size. Organized retailing in India is projected to grow at the rate of 25-30% p.a., is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015. Indian Retail Sector is growing very fast with so many new players are coming in this growing organized sector and trying to attract customers by giving attractive offers and offering competitive prices etc.

Adidas Retail India Ltd is Indias leading retailer that operates in multiple form ats. We have offices in more than 55 countries and 50 nationalities represented amongst our staff at the Groups Headquarters in Herzogenaurach, Germany. We have more than 150 subsidiaries and source products from a multi-tiered external supply chain in more than 60 countries. The motive of the study is to know the market potential at Hazratganj, Lucknow with reference to EBO & find out the customers perception about EBO & what are the customers expectations from Adidas. The main purpose of the study is to find out the target customers, preferences of the customers and sales potential with reference to Adidas. The study is done with the help of primary data given by respondents during survey and secondary data to know the market potential and customer Satisfaction of Adidas Shoes at Saharaganj, Lucknowt with reference to Adidas, and also to understand the current market position of Adidas at that area and know the potential customers. This study is done with the help of area mapping and catchment analysis technique. Primary data is collected through personal interview using structured questionnaire and secondary data is collected from management of the Adidas Retail India Ltd, various book, journals and Adidas website. Hazratganj is a developed area of Lucknow and it consists of all classes of families. Most of the families belong to Socio Economy Class (SEC) A & B. Most of the residents fall in to age group 18-45. Most of the families have 4 to 5 members in their families. Residents are well educated and holding jobs. Their monthly incomes are ranging from 10,000-20,000 and above. Approximately 86.5% people visit Supermarket for shopping and 50.75% people visit to Adidas. From the above data it can be observed that there is not potential for good market opportunities for EBO. The reason for visiting EBO as mentioned by the respondents varied from better services to pricing to variety of products available with the EBO. 44.75% respondents visit super

markets for the lesser prices offered by the super markets and 46.75% mentioned that the quality of product provided by the EBO is the reason for their visit to EBO. The other factors which attract the respondents to various EBOS are variety of products offered, new products like new stylish shoes and Apparels, availability of Accessories, exchanging policies, accepting debit/ credit cards, fast billing, booking counters, customer service, courteous and friendly behavior and ambience. Most of the customers complained regarding customer service, variety of product with deep assortment, store image, arrangement of products, pricing, product knowledge of employee, quality of products, product updation, opening time at Saharaganj with reference to Adidas. Company can enhance its business or increase its sales by doing these things; provide better customer service than its competitors, increase the variety of merchandise with deep assortment, arrangement of product should be in proper way that creates good store image, provide innovative product like as Jerseys , shoes etc to the customers. Company should also include apparels segment in the store, should advertise through pamphlets about various offers, provide extra space for merchandise and employ knowledgeable sales staff. This study helped me a lot for analyzing the market, understanding retail business and how to respond in critical situations. Findings and suggestions/recommendation of this report might be helpful for the company to improve its performance and business.

2. Introduction to retailing

Introduction
The word retail has its origin in French word retaillier and means to cut a piece off or to break bulk. The term Retailing is defined as All activities involved in selling goods and services directly to final consumers for their personal and non-business use. In simple terms, it implies a first-hand transaction with customer. Retailing involves a direct interface with the customer and the coordination of business activities from end to end right, from the concept or design stage of a product or offering, to its delivery and post delivery service to the customer. The industry has contributed to the fastest changing and dynamic industries in the world today. Retailing, it is an emerging trend in the India and Hyderabad is not far behind which is also witnessing the stupendous growth and opportunities presented by this sector. Many institutions- Manufacturing, Wholesalers and retailers do retailing, but most retailing is done by Retailers. A business wholesales come from primarily from retailing. It is a proven fact that in India the retail industry has become the 2nd largest employer after agriculture. Indian retail sector is in boom period and many reasons are contributing to it. The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million retail outlets of various sizes and formats. Almost 95% of these retail outlets are less than 500 sq. ft. In size, the per capita retail space in India being 2 sq. ft. compared to the US figure of 16 sq. ft. Thus Indias per capita retailing space is the lowest in the world. With more than 9 outlets per 1000 people, India has the largest number of outlets in the world. Most of them are independent and contribute as much as 95% to the total retail sales. Because of the increasing number of nuclear family, working women, greater work pressure and increased commuting time, convenience has become a priority for the Indian consumers. The growth and development of organized retailing in India is driven by two main factors lower price and benefits the consumers cant resist. According to experts, economies of scale drive down the cost of supply chain, allowing retailers to offers more benefits offered to the customers. Globally, retailing is customer-centric with an emphasis on innovation in products, process and services. In short, the customer is the king. The Indian retail market is the 5th largest retail destination globally. It is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015.

In Saharaganj, Adidas Performance came up as the organized retail outlet in the form of a E.B.O in the year 2005, with its inception in Lucknow, shopping got an altogether new meaning in Lucknow. Some of the striking features of Adidas small store and different formats having nice store image, along with soothing music and luring visual display of the products with self-selection facility magnetizing customers to choose from a wide assortment and variety of the products priced with entrancing fables offers. The emergence of organized retailing has led to competition which has resulted to the demographics & psychographic changes in the life of urban consumers. The life style and purchasing power of the middle class & upper class segment have fuelled the growth of organized retailing to intense competition among the big players. Adidas Retail is facing big intense competition from organized retail outlets like Reebok, Nike , Puma, Woodland , and from unorganized retailers like Footwear shops, Garment shops etc. Competition in retail sector has become extremely keen. Many new players coming in the retail market has increased the degree of competition by adopting 5 Ps (i.e. place, p roduct, price, promotion and people) for successful retailing. While some of the exiting retailers survived, others failed to do so.

Retail Sector and its scope in India

Retail Sector and its scope in India

Structure of Indian Retail Sector

The retail industry continued in India in the form of Kirana stores till 1980. Soon, following the modernization of the retail sector in India, many companies started pouring in the retail industry in India like Bombay Dyeing, Grasim etc. From that time the retail sector in India can be widely split into the organized and the unorganized sector.

Organized Retail Sector After 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail industry has finally begun to move towards modernization, Systematization and consolidation. Today, modernization is the catch phrase and the key to understanding retail in the next decade. There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households, as a result of good performance of IT, Service and Infrastructure sectors. More and more players are entering the retail business in India to introduce new formats like malls, supermarkets, discount stores, department stores and even changing the traditional looks of bookstores, chemist shops, and furnishing stores. Organized retail formats prevalent globally Malls Supermarkets Hypermarkets Discount Stores Department Stores Specialty Stores Internet Retailing Convenience Stores MBO

Unorganized Retail Sector The unorganized retail sector basically includes the local Kirana stores, hand cart, the vendors on the pavement (sidewalk) etc. This sector constitutes about 95% of the total retail trade. As 70% of the employment is generated in Agriculture sector, hence this form of retailing is widely seen in those areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players, but government cannot neglect the interests of small players. One of main reason of not opening this sector to FDI is it may shrink the employment in the unorganized sector and expand that in the organized.

The Evolution of retail in India

Traditional Formats Itinerant Salesman Haats Melas Kiosks

Established Formats Kirana shops

Emerging Formats Exclusive retail outlets

Convenience/Department stores Hypermarket PDS Pan/Beedi shops Post Office Malls/Multiplexes Specialty Malls Fast food outlets etc.

India's Largest retail Chains: 1. PDS (Public Distribution System): 463,000 2. Post offices: 160,000 3. KVIC (Khadi & Village industries): 7,000 4. CSD (Canteen Stores Department) Stores:3,400 (Source business world marketing White book 2005)

Current Scenario of Indian Retail Sector

The Indian retail market, which is the fifth largest retail destination globally, has been ranked the 2nd most attractive emerging market for investment after Vietnam in the retail sector by AT Kearneys seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail trade in the countrys gross domestic product (GDP) was between 8-10% in 2007. It is currently 12%, and is likely to reach 22% by 2010. A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer market is likely to grow four times by 2025. Commercial real estate services company, CB Richard Ellis' findings state that India's retail market is currently valued at US$ 511 billion

Indian retail on the fast-track The Indian retail market is the fifth-largest retail destination globally. It is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and further US$ 637 billion by 2015. Indian retail showed a growth rate of 49.73% with a turnover of US$ 25.44 billion in 2007-08 as against US$ 16.99 billion in 2006-2007. Retail contributes to 10 per cent of Indias Gross Domestic Product and provides employment to 8 per cent of Indias working population. Higher disposable incomes, easy availability of credit and high exposure to media and brands has considerably increased the average propensity to consume over the years. GRDI

India ranked first for the third consecutive year on the Global Retail Development Index 2007, conducted by AT Kearney across 30 emerging economies. India is ranked as the most preferred retail destination for international investors. GCCI India ranked first for the fifth time on the Global Consumer Confidence Index June 2007, conducted by The Nielsen Company. Indians were judged as the worlds most optimistic consumers, with high financial confidence about their income for the next 12 months.

The contribution of retail sector to GDP has been manifested below:

Country India USA China Brazil

Retail Sector's share in GDP (in %) 10 20 8 6

The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly 100, have come up in the recent past, generating 20mn sq ft. retail space, extending more space of about 12mn sq ft to it. Nearly 60 malls are on the verge of completion and may be operational by the end of current financial year. A forecasted number of nearly 200 malls, in a move to make additional 50mn sq ft of retail space, will be completed within the next two-years. India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new shopping centers. In the Indian retailing industry, food is the most dominating sector and is growing

at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of non- branded items. The global retail giants like Wal-Mart, Spar International, Tesco, KMart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The Home Depot, NEXT, Mother Care, lKEA, Trussardi, DKNY and many more have made plans to march in the Indian market. Companies like Spencers, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq, Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trent is on the edge to take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop has recently geared up for expansion of present ones and to add 11 new stores including two hypermarkets. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8 months and also Spencer has geared up for opening 15 hypermarkets in near future.

After partition, Reliance Industries Ltd (RIL) is substantially getting ready to enter in field of retailing. RIL is poised to emerge as the single largest player in this sector. On the other hand, Toscos, Wal-Marts or Safeway does ultimately enter in the country. So finally, Shoppers' Stops, Westside, Pantaloons and West sides in coming years have will face stiff competition.

Major Indian Retailers:-

RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily, Express & Fresh Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. K Raheja Corp Group Formats: Shoppers Stop, Crossword, Hyper City, Inorbit Lifestyle International- Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats: Pyramid Megastore, True-Mart Nilgiris-Formats: Nilgiri's supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.

More-Formats: Supermarket chain and hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry:- Wholesale Shoprite Holdings-Formats: Shoprite Hypermarket

International Retailers:-

The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to enter Indian retail market. Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti Retail's multi-brand consumer durables retail format, Croma. The Walt Disney Company, consumer product retailing arm of global animation giant, will soon add 135 new stores to its existing 15 stores. World's leading coffee chain, Starbucks' enters India through a tie-up with the country's leading multiplex operator PVR Limited. Apple Inc has entered into an exclusive marketing and distribution deal with Reliance Retail through "iStore by Reliance Digital". Some of the international players that have already entered India include McDonald's, Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp, Kodak, Medicine Shoppe among others.

Company Profile

Type Industry Founded Headquarters Key people

Public (BIT: BEN) Fashion 1965 Ponzano Veneto, Italy Luciano Benetton, Chairman Carlo Benetton, Deputy Chairman Alessandro Benetton, Executive Deputy Chairman Franco Furn and Biagio Chiarolanza, delegating operative management of the company Giuliana Benetton, Director Gilberto Benetton, Director

Products Revenue Employees Website

Clothing, Accessories and Footwear 2,049 million euro (2009) 9,511 (2009) benettongroup.com

Today, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casualUnited Colors of Benetton, the glamour oriented Sisley, the leisurewear brand Playlife. The Group produces over 150 million garments every year. Its network of around 6,000 contemporary stores around the world, offers high quality customer services and generates a total turnover of over 2 billion euro.

In 1965, Luciano Benetton, the eldest of four children, was a 30-year-old salesman in Treviso. He saw a market for colourful clothes, and sold a younger brother's bicycle in order to buy his first second-hand knitting machine. His initial small collection of sweaters received a positive response in local stores in the Veneto region, and soon after he asked his sister and two younger brothers, Gilberto and Carlo, to join him. In 1965, the entity known as the "Benetton Group" is formed. In 1966, the Benettons opened their first store in Belluno and three years after in Paris, with Luciano as chairman, his brother Gilberto in charge of administration, their younger brother Carlo running production, and Giuliana as a chief designer.

VisionTo enhance social and environmental performance in the company and the supply chain, thereby improving the lives of the people making our products.

MISSIONTo create the best and most productive workplace in the world by:

Creating a working environment that stimulates team spirit and passion, engagement and achievement Instilling a performance culture, based upon strong leadership, setting the ground for winners Fostering an understanding of social and environmental responsibility for the world in which we live; for the rights of all individuals and for the laws and customs of the countries in which we operateProviding a secure working environment.

Adidas' Values
The adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle. Adidas is consumer focused and therefore continuously improve the quality, look, feel and image of their our products and their our organizational structures to match and exceed consumer expectations and to provide them with the highest value. They are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product they bring to market.

They are a global organization that is socially and environmentally responsible, creative and financially rewarding for their employees and shareholders. They are committed to continuously strengthening their brands and products to improve their competitive position. They are dedicated to consistently delivering outstanding financial results
.

Adidas position in the marketAccording to independent market research, adidas holds a market share of 34% and is thus the worlds leading football brand. In Europe, adidas holds a market share in football of over 38%, in some core markets such as Germany and the USA the figure is over 50% (sources: NPD Sports Tracking Europe and SportScan).

Awards and RecognitionWe value feedback from our stakeholders about our programme and, of course we appreciate positive recognition from international institutions and rating agencies, nongovernmental organisations (NGOs) and socially responsible investment (SRI) analysts. These organisations evaluate our work through in-depth analysis of the companys social and environmental programme, including document review and interviews with employees and management. We have won awards and recognition from several organisations:
516

2010 Industry leader and Supersector leader in the Dow Jones Sustainability Index Inclusion in the FTSE4Good Index Inclusion in the ECPI Ethical Index EMU adidas AG has been awarded with the title "Sustainable retail business 2009" Best rating by European consumer organisations in 2009 Inclusion in the Vigeo Group Indexes

 adidas Group among the 100 most sustainable corporations in the world Re-accreditation by the Fair Labor Association in 2008 B.A.U.M. Environmental Award 2007 Product rated best for quality and CSR by Stiftung Warentest in 2006 adidas Group among Top Employers of the Year 2006 "komanager of the year 2005 Best Sustainability Reporting for 2002 and 2004

BENETTON GROUP
.

Brands
UCBA global brand, and one of the most well known in the world, United Colors of Benetton has an international style that combines color, quality and fashion. Each season the womenswear, menswear, childrenswear and underwear collections offer a total look for everyday, for work and for leisure, in the city and outdoors. The Benetton Baby label is a new product line dedicated to the prenatal and the under-fivesworld. The brand is present in many other sectors, from the elegant accessories to the eyewear lines and perfumes, from the home collection to baby products. The above products are available in selected specialized shops worldwide. www.benetton.com

Undercolors of Benetton is an extension of the Benetton brand, featuring underwear, beachwear and sleepwear collections, as well as accessories for women, men and children. A wide selection of recurring basic colors is enriched every season with the latest trends. Undercolors is available in its own chain of stores which now has more than 500 locations in thirty countries and in selected Benetton Shops. www.benetton.com/undercolors

Sisley This is the Group's most fashion forward brand. Sisley presents elegant and seductive collections, with special attention given to the choice of design, fabrics and new shapes. Its creative artists and independent sales teams concentrate their efforts on its image and on strong-impact advertising campaigns. The brand has created the very fashionable Sisley Young line for children from 8 to 12 years old. www.sisley.com

Playlife is more than a fashion brand, its a multi-brand that brings together different life-styles and multiple purchasing experiences: Playlife, the heritage brand that draws inspiration from the preppiness of the American campus; Anthology of cotton, the comfort of cotton jersey in a collection just for her; Jeans West, the historic brand associated with denim and everything that looks good with it; Killer Loop, the urban wear rich in technical details. www.playlife.com

Products
Running
Adidas currently manufactures several running shoes, including the adiStar Control 5, the adiStar Ride (the replacement for the adiStar Cushion 6), the Supernova Sequence (the replacement for the Supernova Control 10), and the Supernova Cushion 7 (which will soon be replaced by the Supernova Glide), among others. In addition, their performance apparel is widely used by runners. Adidas also uses kangaroo leather to make their more expensive shoes.

Association football
One of the main focuses of Adidas is football kit and associated equipment. Adidas also provides apparel and equipment for all teams in Major League Soccer. Adidas remain a major company in the supply of team kits for international football teams. Current examples include Russia, France, Germany, Greece, Romania, Argentina, Spain, Mexico, Japan and Nigeria. Adidas also makes referee kits that are used in international competition and by many countries and leagues in the world. In the United States, referees wear the Adidas kits in MLS matches even though the primary referee supplier is Official Sports. The company

has been an innovator in the area of footwear for the sport with notable examples including development of the Copa Mondial moulded boot used for matches on firm dry pitches for almost forty years. The studded equivalent was named World Cup follow in celebration of the 1978 tournament won by Argentina, one of the nations it supplied at the time. Adidas became renowned for advancing the "Predator" boot design developed by ex-Liverpool and Australian international player Craig Johnston. This design featured a ribbed rubber structure for the upper leather of the shoe, used to accent the movement of the ball when struck; highly skilled players claimed they were able to curve the flight of the ball more easily when wearing this new contoured design. The Predator also features the Craig Johnston invented "Traxion" sole. As the development and popularity of Football continued Adidas played a leading role in shaping the style of the play itself. FIFA, the sports governing body, commissioned specially designed footballs for use in its own World Cup tournaments to favour more attacking play. 37 38 In 2009, Adidas signed Sachin Tendulkar and started sponsoring his bat. It created a new bat 'Adidas ST' for him and 'Adidas KP' for Kevin Pietersen, the same year. Now both of them use their personalized bats in cricket.

Basketball
Adidas has been a longtime basketball shoe manufacturer and is one of the leading basketball brands in the world. They are most famous for their iconic Superstar and Pro Model shoes, affectionately known as "shelltoes" for their stylized hard rubber toe box. These were made very popular in the 1980s hip hop street-wear scene alongside Adidas' stripe-sided polyester suits. Adidas is also the current outfitter of all 30 franchises in the National Basketball Association (replacing the Reebok brand after the merger) and sponsors numerous players past and present like Kareem Abdul-Jabbar and Tracy McGrady, as well as Dwight Howard, Chauncey Billups, Derrick Rose, Kevin Garnett, Tim Duncan, Candace Parker, and Gilbert Arenas.

Lacrosse
In 2007, Adidas announced the future production of lacrosse equipment, and will sponsor the Adidas National Lacrosse Classic in July 2008 for the top 600 high school underclassmen lacrosse players in the United States.

Rugby
Adidas make rugby balls and other rugby gear. They are the current kit and ball supplier to the New Zealand All Blacks, Irish Munster Rugby, and the Argentinean Pumas, among others.

Gymnastics
Since 2000, Adidas has provided men's and women's gymnastics wear for Team USA, through USA Gymnastics. In 2006, Adidas gymnastics leotards for women and Adidas men's comp shirts, gymnastics pants and gymnastics shorts have been available in the USA, with seasonal leotards offered for Spring, Summer, Fall and Holidays. Starting in 2009, Adidas gymnastics wear has been available worldwide through GK Elite Sportswear.

Skateboarding
Adidas SB (Skateboarding) are shoes made specifically for skateboarding. Many of the shoes Adidas previously made were redesigned for skateboarding.

Accessories
Adidas also designs and makes watches, eyewear, bags, baseball caps, and socks. As well, Adidas has a branded range of male and female deodorants, perfumes, aftershave and lotions.

PRODUCT PROFILEApart from delivering a pair of comfortable sports shoes ADIDAS also provides a number of value-added features with its products. The features that are a part of every ADIDAS PERFORMANCE SPORTS shoes are as follows.

High Performance Sports Shoes: ADIDAS have patented four basic technologies
like as adiprene, adiprene+, torsion, traxion and have made it into a regular feature in most of its models that reduces the weight of the shoe and reduces pressure on the heels. Besides the overall design and compactness of the shoes have made it a favorite of many professional athlete around the world.

Comfort: ADIDAS shoes are renowned all over the world for the comfort they provide.
Well padded and cushioned, they provide a tremendous level of comfort to the wearer and reduce the strain to his feet while playing.

Lightweight: This attribute is in line with the two described above. A lightweight shoe
provides great mobility and eases the pressure on the feel of wearer.

Durability: People purchasing a pair of shoes at such a high price often feel that they
have made an investment. They would obviously want to see their shoes last a long time.

Style: Adidass designs are considered to be the most stylish in the industry and beat all
others as far as looks are concerned. Attractively packaged, it is a delight to bring a pair home. Add to this the three strips the most recognizable symbol in sports and you have a product that would give the user a definite sense of pride. ADIdas shoes also come with a guarantee card that enables the owner to return it in case of manufacturing defects. However, owing to the fact that the company implements strict quality control measures, coming across a defective pair in a store are a rarity. The most recent additions to their line are the supernova and F-50, designed for skateboarding. ADIDAS positions its products in such a way as to try to appeal to a "youthful....materialistic crowd". It is positionedas a premium performance brand. ADIDAS SUPERNOVA ADIDAS F-50

Management Board

Igor Landau (Chairman)

Robin J. Stalker

Erich Stamminger

Objective of the Study

Objectives of the study

To study Hazratganj area demographic wise. To study and measure satisfaction level of Adidas shoes users. To suggest alternatives for enhancing customer satisfaction. To study about customer preferences and frequency of shopping. To know the target customers of Adidas E.B.O. at Saharaganj. To understand the customers expectation from retail service provider. The main objective of the study areSWOT analysis of the product sold

Research Methodology and Scope of the Study

Research Methodology
The study is relied on primary as well as secondary data. The primary data is collected through personal interviews using structured Questionnaire. The Secondary is collected from management of the Adidas Retail Ltd, various books, journals and Internet.

Sampling Methods: Probability sampling method or simple random sampling Universe: The research work was accomplished in Saharaganj, Lucknow. So Saharaganj mall is my Universe. Sample Size: Sample size was 50. Research Instrument: For this study, for the collection of various data requirement, structured questionnaire is used. This questionnaire contains qualitative and quantitative information of the customers. The questionnaire contains of both open-ended and close ended questions, which would help to know the situation prevailing in the market.

Statistical Tools Used

For the purpose of data analysis, Percentage Method is used for calculation and result was interpreted. No. of Respondents Percentage = ---------------------------100 Total Respondents

TYPES OF QUESTION INCLUDED

DICHOTOMOUS QUESTION
Which has only two answer YES or NO ?

MULTIPLE CHOICES QUESTION

Where respondent is offered more than two choices.

IMPORTANCE SCALE

A scale that rates the importance of some attributes.

RATING SCALE
A scale that rates some attribute from highly satisfied to highly unsatisfied and very inefficient to Very efficient

SAMPLING UNITWho is to be surveyed? The researcher must define the target population that will be sampled. The sample Unit taken by me; General public of different age group, different gender and different profession.

EXTENT:Where the servey should be carried out? I have focused entire adidas customer of lucknow city for the servey

TIME-FRAME:When the survey should be conduct. I conducted my survey for 8weeks from 1ST Jun to 12thJuly.

SAMPLING FRAME:The source from which sample is drawn.

SAMPLING TECHNIQUEHow should the respondent be chosen?

In the Project sampling is done on basis of Probability sampling. Among the probability sampling design the sampling design chosen is stratified random sampling. Because in this survey I had stratified the sample in different age group, different gender and different profession.

SAMPLE SIZEConsumers of shoes, 50 respondent

STEPS FOLLOWED IN COMPLETING THE STUDYI visited marketing, consumer behavior , management books, journals are consulted. (ii) Internet sites containing information on ADIDAS shoes & marketing are browsed. (iii) Sample survey was conducted. (iv)Data was thoroughly checked for error.

DATA PROCESSING METHDOLOGYOnce the primary data have been collected, they are (I) Edited inspected, corrected and modified.

(ii) Tabulation bring similar data together and totaling them in meaningful categories.
Questionnaires are edited both in the field and later in home. Field editing took place just often the interview. Generally editing is required for open type of questions. Brief notes or symbols are frequently used during the interview to initially record the interviewers response since it was not desirable to interrupt the flow with lengthy note taking. Then immediately after the interview, brief notes are respondent. The responses are thoroughly checked in home for incorrect, inconsequential or contradictions categories are developed only often the replies has been reviewed. This review provided a feel for the pattern of answers and thus determine what categories best represent the answers. The collected data are placed into an order. Percentages of respondents answered similarly are calculated and placed in a table. Then this is interpreted. This involved drawing conclusion from the gathered data. Interpretation changes the new information immerging from the analysis into information that is pertinent or relevant to the study.

CONCLUSION WAS DRAWN BASED ON THE SURVEY FINDINGS

Finally recommendation was made to improve the sales strategy of ADIDAS shoes to increase the level customer satisfaction.

SAMPLE DESIGNTHE BASIS OF DESIGN

Consumers of ADIDAS shoes are chosen randomly, so that unbiased, representative sample may be obtained.

Scope of the Study

With the help of primary data given by the respondent during survey and secondary data, study is done to help the ADIDAS to understand the market potential at SAHARAGANJ, HAZRATGANJ market, also to understand the customer Satisfaction and, potential customers and current market position of Adidas at that mall.

Assumptions of the Study

The assumptions of the study are---Questionnaires which were filled by both husband and wife and other members of family have been considered by me as filled by male (earner) only. Those questionnaires which are more than 80% filled, I have taken them in to consideration as a full filled questionnaire. Customers who visit occasionally to Adidas in a month or with 15 days, I consider that once in a week.

LITERATURE REVIEW
The study of consumer behavior has evolved since the Information Processing Model (Bettman, 1979) assumed that the individual is logical in his/her buying process. This model was criticized because it failed to treat different consumption phenomena motivated by symbolic meanings (Holbrook and Hirschman, 1982). Individuals are not always looking for efficiency and economy, but also for distraction, aesthetic, expression, etc. (Boyd and Levy, 1963). Calling for a broadening of theoretical frameworks of consumer behavior, many authors pleaded in favor of the study of all consumption forms (Holbrook, 1986), being inspired by European semi logy and American semiotic (Levy, 1959, 1963, 1981; Hirschman, 1980; Kehret-Ward, Johnson and Louie, 1985; Mick, 1986; Holbrook, 1986; OShaughness y and Holbrook, 1988; Nth, 1988; Stern, 1988; Grafton-Small and Linstead, 1989). These are the study of signs, meanings and production of symbols. Fantasy, emotion and pleasant aspects of consumption were then tackled from an experiential point of view. The Experiential View is a phenomenological perspective that perceives consumption as a primary state of consciousness having a variety of symbolic meanings, responses and hedonist criteria (Holbrook and Hirschman, 1982; Olshavsky and Granbois, 1979). The basis of the traditional Information Processing Model is the optimization of the utility of a product under the basis of a utilitarian evaluation of its tangible characteristics. Nevertheless, it neglects emotional aspects. On the other hand, the Experiential View leaves out different factors such as economic conditions, expectations, some elements of the marketing mix (price, distribution), perceived risk and conflicts, but mostly the social influence of the consumers reference groups (Holbrook and Hirschman, 1982; Business Central Europe, 1994) which is the aim of the Symbolic Interactionism Perspective. Acquisition, possession and consumption are activities taking place in a process of impressions creation or identity management which is, according to Belk (1978), an interactive process concerning both the image of goods consumed and that of the individuals consuming them. The Symbolic Interactionism Perspective deals with the relationship between consumers and the products they consume, and suggests that a significant proportion of consumption behaviors consist of social behaviors, and vice versa (Solomon, 1983). This leads us to consider the importance of socialization processes (family, reference groups) through which individuals learn the meanings of symbols and those of consumption. With the aforementioned meanings being negotiated and built through interactions with others, consumption is not only an individual activity, but also a social process of goods definition (Gallant and Kleinman, 1983). Since individuals are often motivated to acquire products according to what they mean to them and to members of their social reference groups (Leigh and Gabel, 1992), their behavior is subject to the pressures of cultural norms and the expectations of socialization institutions rules such as those coming from family and other reference groups (Faber, OGuinn and McCarthy, 1987; Engel, Blackwell and Miniard, 1993). Thus, Symbolic Interactionism Perspective considers the human spirit as fundamentally social, and dependent on shared

symbols. The symbols being generated at a global level (Geertz, 1973; Solomon, 1983; McCracken, 1986, 1988; Leigh and Gabel, 1992), the Symbolic Interactionism Perspective accepts as precept the fact that society and its culture precede every individual action, and that a cultural consensus results from interactions, communication, and negotiation between social actors (Charon, 1989). The informational value of the country of origin was also found to vary according to the level of involvement of the consumer in purchasing the product and the presence of other cues such as brand name, guarantee and price (Ahmed and dAstous, 1993). In a recently published meta-analysis of country-of-origin effects, Peterson and Jolibert (1995) conclude that the average effect size is lower (0.19) for purchase intention, higher (0.30) for quality/reliability perceptions and context dependent. More specifically, they found that the characteristics of the study (research design, type of respondents, study cues, sample size, stimulus context etc.) influence the relative effect of country-of-origin to a lesser degree for quality/reliability perceptions than for purchase intention. However, the type of respondents (students, consumers or businesspeople) had no influence on quality/reliability perceptions. This is a tall order, one that some companies have been able to fill at least to some extent. For example, Amazon keeps track of customers purchases and suggests other books they might like. Dell builds computers from mass-made parts to customers' specifications. But Simonson argues some companies can take the concept too far, like the Custom Foot chain of shoe stores that took detailed measurements and specifications from each customer to design one-of-a-kind shoes. Simonson argues that Custom Foot didn't take into account that some customers were put off by the individualized attention and felt obligated to buy the shoes because the store went to so much trouble. They often didn't come back. Indeed, an Internet search produces no Website. In view of this, the HKTDC conducted a survey study in four major mainland cities in February 2007. The study was composed of two interlocking surveys. The first survey (survey on shoppers) successfully interviewed a total of 1,000 shoppers of leather consumer goods in four major cities, namely Beijing (BJ), Chengdu (CD), Guangzhou (GZ) and Shanghai (SH). The second survey (survey on retailers) interviewed managers/officers-in-charge of major department stores in these four cities. The survey study analyses leather consumer goods in terms of consumer behavior, the competitiveness of Hong Kong brands and the consumer segments with the greatest biggest spending power. The main survey findings are as follows:

CONSUMER BEHAVIOURShopping locations, Department stores were the most preferred type of retailers, followed

by outlets in shopping malls and chain stores. Product variety, guaranteed quality, brand choice, price, services and store environment were cited as the major reasonsfor visiting a leather consumer goods store. SHOPPING TIMEThirty-eight percent of respondents visited leather consumer goods shops at least once a month. Shopping during weekends is common. Other popular shopping occasions include National Day (1st October), sales time (August/February), New Year's Day (January), 15 August etc.

MARKETING CHANNELPromotional activities in shopping malls and department stores are the most popular promotional and sales activities, followed by discount/price reduction, TV commercials, discount coupons, promotional stands, exhibitions, buy-one- (or more) gets-one-free.

PURCHASING POWEROn average adidas customers purchase power are very high. SELECTION CRITERIAWhen choosing leather consumer goods, product quality stood out as the principal consideration for respondents, followed by product material, craftsmanship, style/design, price and brand. POPULAR BRANDSMost respondents considered brands important.

SWOT ANALYSIS
Strengths1-Leading player in the sporting goods industry-The company is amongst the top players in the sporting goods industry due to its strong brands, market-leading products and commitment to sports for meeting consumer expectations. 2-Successful new product innovationsThe company has consistently launched new products and this has enabled it to widen its portfolio and also enhance its competitive position. Each company brand targets a specific market and new products are introduced based on their requirements. This has helped the company achieve a greater degree of success. 3-Geographically-diversified operations

Weaknesses1-Poor margins 2-Low inventory turnover 3-Poor ROA and ROI 4-Underperformance of Reebok

Opportunities1-Sponsorship agreements 2-Adoption of healthier lifestyles 3-Growing global footwear market

Threats1-Rising costs of raw materials 2-Counterfeits 3-Legal Risks

4 Ps
PRODUCTSegmentation: Targets Men and Women. Generally of the age between 15 years to 50 years. Serving Niche segments for some products. The consumer is a sportsperson or an athlete & a brand in himself. Targeting: Targets the youth who is educated. The consumer is from Upper Middle Class. The consumer is working & loves sports. The consumer is fashionable and stylish. Positioning: The Shoes are comfortable as compared to any other in the segment. The apparels are stylish & designed to suit the consumer need. The eye gear and the perfumes are serving the niche segment. Price The prices of the products are skimming. The prices are psychological. The segment is niche, so the prices are higher. Some products are having penetration prices.

Factory C&F agent

Distributor Dealer
Retail Outlet Consumer

Factory Outlets

Promotions Official Sponsor of the FIFA WORLD CUP 2010. Brand Ambassador is Mr. Sachin Tendulkar. Women Brand Ambassador is Ms. Sania Mirza. ADIDAS LIFESTYLE Promotions are done with GIFT VOUCHER.

Introduction to Market Potential and Catchment Analysis

Market Potential
Market Potential:Market Potential is the total amount of a product/service that customers will purchase within a specified period of time at a specific level of industry wide marketing activity or estimated maximum total sales revenue of all suppliers of a product in a market during certain period of time. This is an important aspect of marketing since one has to do market research related to his industry product which can be business to consumer or business to business. Market potential is basically carried out to know the strength in the industry also to allocate the target to the sales force based on optimum market research which normally includes the customers requirement and their expansion plans, investment etc. With optimum information a company can know amount of investment for a product, also for a particular area.

Total Market Demand:The total market demand for a product or service is the total volume that would be bought by a defined consumer group in a defined geographic area in a defined time period in a defined marketing environment under a defined level and mix of industry marketing effort. Total market demand is not a fixed number but a function of the stated conditions. Market demand in the specific period

Market potential Market forecast Market minimum Planned expenditure Industry marketing expenditure Market demand as a function of Industry marketing expenditures

Fig (1): Market Demand Figure (1) shows the relationship between total market demand and various market conditions. In this figure, upper limit of market demand is called Market Potential. Companies have developed various practical methods for estimating total market demand. A common method to estimate total market demand is as follows:Q=nqp Where Q = total market demand n = number of possible buyers in the market q = quantity purchased by an average buyer per year p = price of an avg. unit Benefits of Market Potential Analysis:

Understand market potential for a single store, network of stores or a new market. Deploy resources effectively by ranking markets in priority order. Forecast total opportunity in terms of number of customers and revenue potential. Estimate your market share.

A market potential analysis may include:

A customer profile to understand where to find more like them Market penetration and market share reports showing performance in existing markets and expected performance in new markets

Market ranking reports allowing you to prioritize resource deployment into new markets A geographic view of market opportunity on detailed maps

Market potential can be expressed as a function of:

The number of customers purchasing Amount purchased Frequency of purchase

In other words, market potential = (how many * how much* how often)

Bottom Up or Top Down Market Analysis:A Bottom Up approach to market sizing starts with a company customers. How much and often do they buy? What is their profile? How many potential customers do you have in the market based on your customer profiles? How can you reach them? A Top Down approach starts with market and industry data. It takes a close look at a geographic market area and profiles the consumers and/or businesses to let you know their propensity to buy your products and services. Estimating the market or market potential for a new business or business expansion is critical in determining the economic feasibility of a venture. But market potential is very essential for the company and by knowing market potential a company can make its position in the market by finding how many players are there in that sector.

CATCHMENT ANALYSIS

Introduction about Hazratganj, LUCKNOW :Hazratganj is developed area of Lucknow and it consists of all class of family. In his area 5.4% families belong to Socio Economy Class (SEC) A+, 38.6% families belong to SEC A, 52% families belong to SEC B and 4% families belong to SEC C. All this result has been found with the help of Area Mapping technique and catchment analysis, all these data are approximate. By all these data we can find that this area is having good market opportunities retail Supermarket. If a company doesnt know who its shoppers are, how can company give them what they want? If company doesnt know where they come from, how can company communicate with them? Finding answers to these questions is vital but catchment analysis is very helpful in that. A company or retail store will be able to optimize its activities if and only if company knows its market in depth. Its market penetration, its success and its potential depend on geographical factors, hard to grasp, hard to fully understand, but catchment analysis is very helpful. In the catchment analysis, first part is the area mapping of that local market and through that finds the locations of the competitors, customers and traffic between them. Through that we quantify the sizes and potentials of that local catchment areas and market of that area as whole. With the help of catchment analysis, company knows the best location for business, target and potential customers

Type of catchment area

There are four type of catchment that is following

Unitary Catchment It is hub of the catchment area around the outlet, from where maximum number of people comes to the retail stores for shopping. Secondary Catchment

This area is called secondary catchment area which is around 2 km far away retail stores from where some people come to the shop for shopping. Tertiary Catchment The area from where only some selected or loyal customers come to the retail stores that is more than 2 km far from outlet. Outer Catchment Outer catchment area is totally outer area from where only less no. of sometimes comes to the outlet, person

9. Data Analysis and Interpretation

Data Analysis and Interpretation

Research in retail is very essential, as customer preferences and choices are dynamic and change frequently, the retail company needs to understand these before redesigning its processes for enhancing business and many more. Since customer interaction takes place at the store and near store, there is a big opportunity to gather first hand information and feedback from customers through research and survey. Research is carried out at the retail level for concept testing, business feasibility analysis, identification of the right product mix, target customer and market potential.

The major objectives of analysis of data are:-

To evaluate and enhance data quality Describe the study population and its relationship Examine effects of other relevant factors Seek further insight into the relationship observed or not observed Evaluate impact and importance

Target Customers
Out of 50 respondents who answerd the questionnaire, 33.5% people fall in the age group 18-25 years, 38% people fall in the age group 26-35 years,14% people fall in the age group 36-45 years, 6.75% people fall in the age group 46-55 years and 7.75% people fall in the age group 56+ years. From the above analysis, it is observed that majority of the residents fall in the age group 18-25 and 26-35.

Age Group of Respondents

6.75%

7.75% 18-25 33.50%

14%

26-35 36-45 46-55 56+

38%

No. of family members of the RespondentsOut of 50 respondents who answerd the questionnaire, 34.5 people belong to 5 members family, 33.75% people belong to 4 members family, 13.5% people belong to 6 members family, 10.5% people belong to 3 members family, 5% people belong to 2 members family, 1% people belong to 8 members family.

family member

18% 29% 1 14% 2 3 4 21% 7% 11% 5 6

Target Customer- Education Wise

Out of 50 respondents who answered the questionnaire, 1.75% people belong to S.S.C. category education level, 7% people belong to Inter category education level, 53.75% people to Graduate category education level, 34.5% people belong to Post Graduate category education level and 3% people belong to others category education level.

Occupation of Respondents
On this basis of 50 respondents who answered the questionnaire, 43% people belong to Service category, 21.75% people belong to Business category, 18.25% belong to Student category, 6.75% people belong to House Wife category and 10.25% people belong to Others category.

Occupation of Respondents

10.25

18.25 Student House Wife Service Business Others 43

21.75

6.75

Monthly Income of Respondents

Out of 50 respondents who answered the questionnaire, 17% people belong less than 5000 monthly income category, 19.5% people belong to 5000-10,000 monthly income category, 37.25% people belong 10,000-20,000 monthly income category and 26% people belong to more than 20,000 monthly income category.

Out of 50 respondents who answered the questionnaire, 71% people go to Supermarkets for shopping, 16.50% people shop from malls, 11.25% people shop at local retailers and 1.25% people shop at others.

Regular shopping place of Respondents

1% 17%

16% Super market Malls 66% other local retailer

For Better Price

Out of 50 respondents who answered the questionnaire, 44.75% said very high about pricing of products, 28.5% said average, 12% said low and none said very low regarding Better Price in reasons for visiting a Adidas E.B.O.

PRICE RANGE
very low low average 0% 14% high very high

53% 33%

Out of 50 respondents who answered the questionnaire, 57% said good about products knowledge of employee, 22.5% said average, 7.25% said very good and 1% said very poor regarding Convenience/Opening Hours in reasons for visiting a Adidas store.

Most of the customers do not buy during promotions. Generally, the respondents who buy occasionally or twice a year do not buy during promotions but go for seasonal offers (34%). Moreover, when they buy is not fixed (23%).

9 8 7 6 5 4 3 2 1 0 During Promotions Seasonal Offer Not Fixed Every 3 months Occasionally Every 6 months Once a year

Ranking different brands of jeans revealed the respondents followed by ADIDAS (45) gave that REEBOK (30) the highest rank. NIKE, the brand in question was ranked third (20).

50 45 40 35 30 25

20 15 10 5 0 ADIDAS REEBOK NIKE PUMA NEW BALANCE

BRANDS

The highest ranked attribute was given to durability of mess and leather followed by durability of attachment and range of fitting styles.

25

20

15

10

Majority of them said that they couldnt say whether advertising and sales promotions affected their post purchase satisfaction(41%), followed closely by those to whom advertising and promotions affected(39%).

Post purchase satisfaction

50

40 39

41

30

20 20

Frequency

10

0 Y es Cant say Not at all

Post purchase satisfaction

Findings of the Study

Findings of the Study

After completing the survey and analyzing the responses of the persons contacted. I came across the following facts

Consumer life style and spending pattern are changing, more and more customers are visiting EBO. Demographics of HAZRATGANJ are very nice for retail business. In this area 38% people belong 26-35 age group category, 33.5% people belong to 18-25 age group category, and 14% people belong to 36-45 age group category and rest other age group. HAZRATGANJ is mixture of Joint family and Nuclear family because 34.5% family are having only 5 family members, 30.75% family are having only 4family members, 13.5% family are having 6 family members and 10.5% family are having 3 family members. Residents of HAZRATGANJ are well qualified. 53.75% people are Graduate, 34.5% people are Post Graduate and 7% people have studied Intermediate/ S.S.C. In HAZRATGANJ area most of the people are service man. 43% people are job holders, 21.75% people are business man, 18.25% people are students and 6.45% women are house wives, 10.25% people do other works. Among the women respondent most of them are job holders or business women. This finding indicates that earning person is the decision maker for a family even for shopping or any other work. Most of the customers complained--In Adidas, several variety of product is not available, stock of 1 variety of brand is not sufficient; company should keep more variety of product. Adidas use skimming pricing strategy in own product that why product are very costly . Product assortment is not good. Arrangement of products is not systematic, we face problem many times for selection of products. Football Jersys are not available in the time of FIFA world cup. Accessories are available at few quantity. For Shoes and hand bags, carry bag is small. Store opening time should be decreased. Most of the customers were not too happy with level of service. Maximum time Light doesnt work properly. Products are not updated; new launched products are not available. VM is very poor and floor is very small. Back storage area is very small according to merchandise availability.

Suggestions and Recommendations

Suggestions and Recommendations

Most of the customers believe that stock is not updated and no offer schemes are provided by Adidas on the old stock. Same price is charged for both the fresh stock and old stock. Respondents feel offers should be provided on the old in other retail stores. Adidas should employ experienced sales staff so that they can better explain the quality and features of the products. Some of the people find in-store environment of Adidas Store very dull, so try to maintain nice store image which attracts the customers and it works in word of mouth marketing for attracting more customers. Variety of products should be increased for better selection by the customers so that customers can choose from a huge lot of items of different companies having different features as the customers of Hazratganj complained more regarding variety of products. Company should try to include kids apparels segment in the Adidas performance for attracting the customers. To improve Product visualization the Company should do visual merchandising in better way. Adidas should do intensive advertisement through pamphlets, local newspaper, banners, FM Radio, Kiosks for creating more awareness. Variety of products should be increased with deep assortment for better selection by the customers so that customers can choose from huge lot of items of same company. Customers are very eager to know about offers, discount schemes provided by Adidas then Adidas should do better marketing for creating awareness about offers and discount schemes. Complained and feedback should be taken care in well manner to create the loyalty and goodwill. Merchandise should be arranged properly. Company should offer competitive price with good quality of products because most of the customers visit to Supermarket for better price and quality of products. Company should give information to the customers through the marketing gimmick (sms) using database of customers. Billing should be fast because customers dont want to stay in the store after purchasing the products at the time of sale.

Limitations of the Study

Limitations of the Study

Following are the few limitation of the particulars research study. The sample size chosen is limited to 50 only because of time and financial constraint. This study was based purely in Hazratganj, Lucknow. Data collected may not be a representation of the entire population. The time duration for this project was only for a period of 45 days. I also took the view of respondents who dont shop from Adidas. This study was limited to the capabilities and willingness of the respondents in appropriately answering the questions and information given by respondents may be correct and may not be correct.

Conclusion

Conclusion
The products of the company are good in quality but the style should be improved in order to cater all the segments of the market that are already being occupied by the competitors. In the organized retail market of Lucknow, Adidas has come up with E.B.O in the city in 2001, giving good competition to its competitors like Nike, Reebok and other retail outlets. In the near future, it plans to open many stores in other malls in Lucknow and other cities and some stores in other parts of U.P Many more competitors has entered the market and many are about to enter the market, making Adidas journey even tougher. Hence, Adidas has to take some important steps to overcome its problem areas and implement the suggestions before the existing and new retailers grab the opportunity Making Adidas existence even more challenging. To sum up Adidas is facing tough competition from its competitors Reebok, Nike etc, who have grabbed half of the market by establishing its stores in prime area of the city. Adidas has to do intensive media advertisements by roping in celebrities as brand ambassadors to create awareness of its existence, since most of the customers came to know only through friends and family.

Adidas Performance has good brand awareness but still Spencers lacks in terms of availability of products, range of items, high pricing and offers and discounts which can mesmerize the customers to walk in to Adidas as compared to its competitors Reebok, More, NIKE etc. Company can enhance its business or increase its sales by providing better customer service than its competitors, increase the variety of merchandise with deep assortment and intensive promotion with the help of pamphlets, kiosks, radio about various offers.

Annexure

FEEDBACK FORM

Name:-

Address:-

Contact No:-

1. What is your age group? i) 18-25 ii) 26-35 iii) 36-45 iv) 46-55 v) 56+

2. How many Members do have in your family including with you

3. Your Education Level 1. S.S.C 2. Inter 3. Graduate 4. Post Graduate 5. Others

4. Your Occupation 1. Student 2.House Wife 3. Service 4.Business 5. Others 5. What is your monthly income? 1. < 5000 2. 5000-10,000 3. 10,000 - 20,000 4. >20,000

6. Where do you shop regularly? 1. Supermarkets 2. Local market 3. Others

7) How satisfied are you on the following parameters of Levis jeans?

Extremely Dissatisfied Somewhat Dissatisfied Neither Satisfied nor Dissatisfied Somewhat Satisfied

Extrem ely Satisfie d

Durability of mess

Price vis--vis quality

Range of colours

Range of fitting styles

Range of sizes

Durability of stitching

with upper

Washing convenience

Range of shades

After sales service

7) Rate the following attributes on a scale of 1-9 in affecting your decision making process: (9 being the most important and 1 being least)

Attributes a. Durability of cloth b. Durability of stitching c. Trendy clothes d. Range of fitting styles e. Range of sizes f. Range of shades

Rate

g. After sales service h. Advertising i. Promotion

If, any other please specify

SUGGESTIONS

THANK YOU

Bibliography

Bibliography

Books:Marketing Management (13th Edition) - By Philip Kotler, Keller, Principles of Marketing (11th Edition) By Philip Kotler and Gary Armstrong Research Methodology Retailing -- C.R. Kothari - A.J. Lamba

Reference:www.google.com www.adidasgroup.com www.indiaretailing.com www.retailindustry.com www.adidasperformanceretail.com www.ibef.org www.thebrandreporter.com www.shoefashion.com