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SUMMER INTERNSHIP PROJECT AT
ADIDAS
BY
MAHIMA BEDI
D1012SSISBE-B10276(DEL-2-DA-1171)
SG1
Indian Institute Of Planning and Management
Delhi
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CERTIFICATE
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Acknowledgement
It gives me immense pleasure to have this opportunity to thank Mr. Sumeet
Lohia and Mr. Rochit Bansal who provided me the opportunity to do this
training in such a healthy environment and with other infrastructural facilities
which initiated and helped me to work and go ahead with my training.
I would also like to thank them for their guidance which enabled me to carry out
my training successfully.
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Contents
Page No.
1. Executive Summary 5
2. Introduction 6
3. Project Objective 7
4. Retail footwear in India 8
5. Organised footwear Vs Unorganised footwear market 9
6. Retail apparel 10
7. Government FDI Policy 10
8. SWOT Analysis of EBOs, MBOs, Hypermarkets 11
9. Store Feedback Forms, Images and problems and
solutions of different Lifestyles and Shoppers stop 15- 61
10. Improving sell thru of the products 62
11. Possible Schemes to improve Business 63
12. Improving the Human Resource 64
13. Conclusions 65
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14. Bibliography 66
Executive Summary
This project report is a detailed study of the Large Format Store Retailing in
footwear and apparel in India and determining the impactful ways of Business
Improvisation.
It gives an overview how adidas can improve its sales in Multi Brand Outlets
like Shoppers Stop, Lifestyle etc. Also understanding and comparison of
competitive products like reebok, nike, puma, fila and their fast sellers and slow
sellers.
This project also studies the slides business of adidas, reebok, puma, nike and
fila.
This project also talks about the methods to exercise control on sales staff and
reducing the attrition rate.
There are suggestions on how the current Multi Brand Outlet Business of
Shoppers Stop and Lifestyle can be improved.
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Introduction
Adidas AG is a German sports apparel manufacturer and parent company of the
Adidas Group, which consists of the Reeboksportswear company, golfcompany (including Ashworth), and Rockport.
Besides sports footwear, the company also produces other products such as
bags, shirts, watches, eyewear and other sports and clothing-related goods. The
company is the largest sportswearmanufacturer in Europe and the second
biggest sportswear manufacturer in the world, after its American rivalNike.
Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of
Gebrder Dassler Schuhfabrikbetween him and his older brother, Rudolf.Rudolf later established Puma, which was the early rival of Adidas. Registered
in 1949, Adidas is currently based in Herzogenaurach, Germany, along with
Puma.
The company's clothing and shoe designs typically feature three parallel bars,
and the same motif is incorporated into Adidas's current official logo. The
"Three Stripes" were bought from the Finnish sport company Karhu Sports in
1951. The company revenue for 2009 was listed at10.38 billion and the 2008
figure at 10.80 billion
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http://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Parent_companyhttp://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Ashworth_(clothing)http://en.wikipedia.org/wiki/Rockport_(company)http://en.wikipedia.org/wiki/Sportswearhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/United_States_of_Americahttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Rudolf_Dasslerhttp://en.wikipedia.org/wiki/Puma_AGhttp://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Three_stripeshttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Karhu_Sportshttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Euro_signhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Parent_companyhttp://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/wiki/Golfhttp://en.wikipedia.org/wiki/Ashworth_(clothing)http://en.wikipedia.org/wiki/Rockport_(company)http://en.wikipedia.org/wiki/Sportswearhttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/United_States_of_Americahttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Adolf_Dasslerhttp://en.wikipedia.org/wiki/Rudolf_Dasslerhttp://en.wikipedia.org/wiki/Puma_AGhttp://en.wikipedia.org/wiki/Herzogenaurachhttp://en.wikipedia.org/wiki/Three_stripeshttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Karhu_Sportshttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Euro_sign8/3/2019 Adidas Word
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PROJECT OBJECTIVE
As a management student we have undergone intense learning of
various departments of a business like finance, marketing, sales and
human resource management but now it was time for us to grab some
practical knowledge and test our managerial skills by applying all
managerial concepts.
I worked as an intern in the key sales account department in the
corporate office of the multinational company Adidas. It covered
understanding the sales of all the goods sold by the adidas at its own
outlets as well as sold by other vendors of adidas like Shoppers stop,
Lifestyle etc.
An understanding of adidas footwear and apparel sales and
competitors sales in MBOs and schemes to increase the business
and improve the sell thru of the products was the main motive of this
study.
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Project details
Retail footwear
Retail footwear segment in Indian is very price sensitive and has been steadily growing over
the year. Major part of the demand is met by the unorganised sector and still there is a
shortfall of 300 million pairs. Branded shoe market only account for 20% of the entire
market. While international brands largely dominate the higher end of the spectrum, the
lower end of the market is dominated by home-grown players as well as unorganised players.
While men's footwear is the biggest target category (contributing almost 48%), children's
(11%) and women's lifestyle footwear (41%) is not behind in the race.
Segment wise classification of price ranges in the mens footwear segments:
Segments Price Ranges in Rs % of growth
Mass market 185 700 60% (Liberty Bata)
Economy market 700- 1000 30% (Bata Liberty)
Sports market 1000 3000 7% (Nike Adidas)
Premium leathers 3000- 5000 5% (Charles and Keith)
Luxury 10000- 50000 1% (Gucci Louis Vuitton)
Segment wise classification of women footwear segment:
Segments Price Ranges in Rs % of growth
Traditional footwear 699 999 5%
Designer Footwear 599 799 10%
Formals 299 699 40%
Casual Wear 499 799 25%
Sports Shoes 500- 699 20%
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Organised footwear market Vs Unorganised
footwear market
The average growth in the industry has been estimated at 12% and is estimated
to touch Rs 47000 crore by 2025. Presently the Indian organised foot wear
market is dominated by mens footwear segment that contributes for nearly 60%
of the market where the casual footwear has been better off with two thirds of
the share in the mens segment. The unorganised players have the lions share in
the ladies and kids segment with 80 percent share. The organised footwear
brands have less penetration in the ladies footwear segment mainly due to the
complex buying behaviour of Indian women. The ladies and kids segment is
one of the fastest growing segments in the branded footwear market and many
foreign brands like Catwalk have ceased the opportunity and have set their
footprints in this segment which has been untapped by major traditional Indian
footwear brands. Considering this many of the Indian footwear brands have
seen growing opportunities in the segment to widen their product portfolio,
widen their risk appetite and increase their market share in the footwear G
segment by contributing to newer growing consumer segment which will boost
the bottom lines of the retail players. The business models of the footwear retail
players have been different with a wide popularity of stores in high streets,
malls and new formats such as store in store has been catching up even with
international brands having gone the store in store model which has been the
most cost effective model in terms of testing the markets.
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APPAREL
India is well known as a competitive manufacturer of apparel. Many foreign
companies have been sourcing large quantities of garments regularly from India
for a number of years. But less well known is the fact that India has huge
potential as a market for foreign clothing, given its large population and
growing household incomes. A few significant foreign playerssuch as Levi
Strauss, Benetton and Lacostehave been selling their branded apparel in India
for a number of years. But most foreign companies have yet to enter the Indian
market.
Government FDI Policy
Government policy initiatives on FDI:a)Single brand retailing up to 51% subject to Govt. approval
b)Cash & carry wholesale trade 100 %on automatic route
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SWOT ANALYSIS
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MBO
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PACIFIC MALL FOOTWEAR
STORE FEEDBACK FORM
Name of the Store Lifestyle Rajouri Garden
Date and Time Visited 27th March 2011 1:00PM
Category Footwear
Space Management
Adidas
Ree
bok Fila
Pum
a Nike
Conv
erse
Tot
alArea Sq Ft 66 26 66 66 26 250
% Contribution 26% 0% 10% 26% 26% 10%
Running Sq Ft 3 5 3 11
% Contribution 27% 0% 0% 45% 27% 0%
No of SKUs 10 28 18 9 4
Footwear Wall Capacity 21 64 35 21 18 159
% Contribution 13% 0% 40% 22% 13% 11%
Summary
Business Potential
Avg Monthly Business 100000
2000
00
2700
00
1000
00
6000
0
730
000
% Contribution of Business 14% 0% 27% 37% 14% 8%
Rank in Terms of Business
(1-6) 3 2 1 3 4Any Particular Campaign, If
Yes, Mention with Details No No No No No
Summary Discontinuing with nike.
Business GAPS
Any Particular Campaign, If
Yes, Mention No No No No No
Potential Category Missing
Girls
footwea
r
No
Summary
Product Info
3 Top Sellers with Details
Avg MRP Footwear Sold 2500 2000 4000 2500 1099Min-Max MRP SKU Available. For 2299- 1299- 2799- 1975- 1099-
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Ex:1899-2699 3099 2999 5499 4500 1299
Potential Category Missing
Higher
range
Slides Business
No of SKUs of Slides
Available 1 6 3
Slides Business PM 699
349-
799
399-
599
Slide Stand Available Yes Yes Yes
Summary
Other Info
Availability of Staff Yes/No No Yes Yes No No
POS Available Y/N Yes No Yes Yes No
ADIDAS
PUMA
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NIKE
CONVERSE
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FILA
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SLIDES
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PACIFIC MALL APPAREL
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Store Visit Feedback Sheet
Name of the Store Lifestyle Rajouri Garden
Date and Time Visited 27th March 2011 1:00PM
Category Apparel
Space Management
Adida
s
Ree
bok
Fi
la Puma Nike
Conv
erse
Tot
al
Area Sq Ft 64 64 64 192
% Contribution 33% 0%
0
% 33% 33% 0%
Running Sq Ft 12 10 10 32
% Contribution 38% 0%
0
% 31% 31% 0%No of SKUs 10 12 16
Apparel Wall Capacity 60 60 60 180
% Contribution 33% 0%
0
% 33% 33% 0%
Summary
Business Potential
Avg Monthly Business
1500
00
2000
00
15000
0
500
000
% Contribution of Business 30% 0%
0
% 40% 30% 0%Rank in Terms of Business (1-6) 2 1 2Any Particular Campaign, If Yes,
Mention with Details No No
World
Cup
Summary Nike world cup cricket campaingn.
Business GAPS
Any Particular Campaign, If Yes,
Mention No No No
Potential Category Missing Girls Girls Girls
Summary
Product Info
3 Top Sellers with Details - - -
Avg MRP Apparel Sold 1000 1000 1000Min-Max MRP SKU Available. For
Ex:1899-2699
699-
1399
599-
1199
699-
1399
Potential Category Missing
Colou
rs
- -
Other Info
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Availability of Staff Yes/No No Yes No
POS Available Y/N Yes Yes Yes
ADIDAS
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PUMA
NIKE
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NIKE
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LIFESTYLE PROMENADE FOOTWEAR
Store Visit Feedback Sheet
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Name of the Store Lifestyle Promenade
Date and Time Visited 22nd March 3:30PM
Category Footwear
Space Management
Adida
s
Ree
bok Fila Puma Nike
Conv
erse
To
tal
Running Sq Ft 5 4 3 1 13
% Contribution 38% 0% 31% 23% 8% 0%
Area Sq Ft 25 25 25 25 25
15
0
% Contribution 17% 0% 17% 17% 17% 17%
No of SKUs 18 17 14 5 2
Footwear Wall Capacity 30 28 21 7 20 106
% Contribution 28% 0% 26% 20% 7% 19%
Summary
Business Potential
Avg Monthly Business
4000
0 55000
95
00
0
% Contribution of Business 42% 0% 0% 58% 0% 0%
Rank in Terms of Business (1-6) 2 1Any Particular Campaign, If
Yes, Mention with Details No No No No No No
Summary
Business GAPS
Any Particular Campaign, If
Yes, Mention No No No No
Potential Category Missing Girls Girls Girls GirlsAny Brand having extra-
ordinary effort to Improvise
Business - - - -
Summary Product Info
3 Top Sellers with Details
Avg MRP Footwear Sold 2500 2000 3000 2500 1299Min-Max MRP SKU Available.
For Ex:1899-2699
2199-
3099
1999-
3999
1999-
4999
2200-
4000
1099-
1299
Potential Category Missing
Slides Business
No of SKUs of Slides Available 3 3 2 3
Slides Business PM - - - -Slide Stand Available Yes Yes Yes Yes
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Summary
Other Info
Availability of Staff Yes/No Yes Yes Yes Yes Yes
POS Available Y/N Yes Yes Yes Yes No
ADIDAS
PUMA
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NIKE
FILA
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SLIDES
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Lifestyle promenade apparel
Store Visit Feedback Sheet
Name of the Store Lifestyle Promenade
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Date and Time Visited 22nd March 2011 3:30PM
Category Apparel
Space Management
Adida
s
Kapp
a
Fi
la Puma
Ni
ke
com
mon
Tot
alArea Sq Ft 14 16 12 42
% Contribution 33% 38%
0
% 29%
0
%
Running Sq Ft 200 200 200 600
% Contribution 33% 33%
0
% 33%
0
% 0%
No of SKUs 8 19 13
Apparel Wall Capacity 35 35 35 105
% Contribution 33% 33%
0
% 33%
0
% 0%
Summary Nike jst had lowers
Business Potential
Avg Monthly Business
8000
0
1000
00
5000
0
230
000
% Contribution of Business 35% 43%
0
% 22%
0
% 0%
Rank in Terms of Business (1-6) 2 1 3Any Particular Campaign, If Yes,
Mention with Details No No No
Summary
Business GAPS
Any Particular Campaign, If Yes,
Mention No No No
Potential Category Missing No No NoAny Brand having extra-ordinary
effort to Improvise Business
Good
VM
Summary
Product Info
3 Top Sellers with Details
Avg MRP Apparel Sold 749 500 599
Min-Max MRP SKU Available. For
Ex:1899-2699
749-
1249
599-
1400
Potential Category Missing
Other Info
Availability of Staff Yes/No Yes Yes Yes
POS Available Y/N Yes Yes Yes
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ADIDAS
PUMA
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KAPPA
NIKE
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Lifestyle Noida Footwear
Store Visit Feedback Sheet
Name of the Store Lifestyle Noida
Date and Time Visited 21st March 2011 2;00PM
Category Footwear
Space Management
Adidas
Ree
bok Fila Puma Nike
Conv
erse
To
tal
Area Sq Ft 40 40 40 40 40
20
0
% Contribution 20% 0% 20% 20% 20% 20%
Running Sq Ft 3 5 4 4 4 20
% Contribution 15% 0% 25% 20% 20% 20%
No of SKUs 9 20 12 12 3
Footwear Wall Capacity 18 30 24 24 24
12
0
% Contribution 15% 0% 25% 20% 20% 20%
Summary
Business Potential
Avg Monthly Business 2L 0% Contribution of Business #VALU #DI #DIV/ #DIV/ #DIV/ #DIV/
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E! V/0! 0! 0! 0! 0!
Rank in Terms of Business (1-6) 3 1 2Any Particular Campaign, If
Yes, Mention with Details No No No No No
Summary
Business GAPS
Any Particular Campaign, If
Yes, Mention No No No No No
Potential Category Missing
Lack
of
stockAny Brand having extra-
ordinary effort to ImproviseBusiness
Summary Adidas should fill in their stocks on time.
Product Info
3 Top Sellers with Details
Avg MRP Footwear Sold 2500 1599 2500 2500 1099Min-Max MRP SKU Available.
For Ex:1899-2699
1799-
7699
1599-
3999
1999-
6000
1875-
3900
1099-
1999
Potential Category Missing
Slides BusinessNo of SKUs of Slides Available 2 3 2 2 0
Slides Business PM
Slide Stand Available Yes Yes Yes Yes No
Summary
Other Info
Availability of Staff Yes/No No Yes Yes Yes No
POS Available Y/N Yes No Yes Yes Yes
ADIDAS AND PUMA
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NIKE
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Lifestyle Noida Apparel
Store Visit Feedback Sheet
Name of the Store Lifestlye NoidaDate and Time Visited 21st march 2011 2:00PM
Category Apparel
Space Management
Adida
s
Ree
bok
Fi
la
Pum
a Nike
com
mon
Tot
al
Running Sq Ft 12 10 12 12 46
% Contribution 26% 0%
0
% 22% 26% 26%
Area Sq Ft 66.6 66.6 66.6 200
% Contribution 33% 0%0% 33% 33% 0%
No of SKUs 17 20 23
Apparel Wall Capacity 60 60 60 180
% Contribution 33% 0%
0
% 33% 33% 0%
Summary
Business Potential
Avg Monthly Business
2400
00
210
000
18000
0
630
000
% Contribution of Business 38% 0%
0
% 33% 29% 0%
Rank in Terms of Business (1-6) 1 2 3Any Particular Campaign, If Yes,
Mention with Details No No No
Summary
Business GAPS
Any Particular Campaign, If Yes,
Mention No No
World
cup
Potential Category Missing Girls Girls Girls
Any Brand having extra-ordinary
effort to Improvise Business
Summary
Product Info
3 Top Sellers with Details
Avg MRP Apparel Sold 1000 700 800Min-Max MRP SKU Available. For
Ex:1899-2699
749-
1299
599-
995
795-
1199Potential Category Missing
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Other Info
Availability of Staff Yes/No No Yes Yes
POS Available Y/N Yes Yes Yes
ADIDAS
PUMA
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NIKE
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Planet Sports Ambience Apparel
Store Visit Feedback Sheet
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Name of the Store PLANET SPORTS AMBI
Date and Time Visited 25TH MARCH 2011
Category Apparel
Space Management
Adid
as
Ree
bok Fila
Pum
a Nike
Conv
erse
To
tal
Area Sq Ft 300 900 300
15
00
% Contribution 20% 0% 0% 60% 20% 0%
Running Sq Ft 10 20 14 44
% Contribution 23% 0% 0% 45% 32% 0%
No of SKUs 19 41 26
Apparel Wall Capacity 60 120 80
26
0
% Contribution 23% 0% 0% 46% 31% 0%
Summary
Business Potential
Avg Monthly Business 0
% Contribution of Business
#DIV
/0!
#DI
V/0!
#DI
V/0!
#DIV
/0!
#DIV
/0!
#DIV/
0!
Rank in Terms of Business (1-6) 3 1 2Any Particular Campaign, If Yes,
Mention with Details No No No
Summary
Business GAPS
Any Particular Campaign, If Yes,
Mention No No No
Potential Category Missing
Lifest
yle - -Any Brand having extra-ordinary
effort to Improvise Business No No No
Summary Product Info
3 Top Sellers with Details
Avg MRP Apparel Sold 2000 1200 2000Min-Max MRP SKU Available. For
Ex:1899-2699
799-
2999
599-
2000
795-
2999
Potential Category Missing
Other Info
Availability of Staff Yes/No Yes Yes YesPOS Available Y/N Yes Yes Yes
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PUMA
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MGF Lifestyle Footwear
Store Visit Feedback Sheet
Name of the Store MGF LIFESTYLE
Date and Time Visited 23rd March 2011
Category Footwear
Space Management
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Adid
as
Ree
bok Fila
Pum
a Nike
Conv
erse
Tot
al
Area Sq Ft 40 40 40 40 40 200
% Contribution 20% 0% 20% 20% 20% 20%
Running Sq Ft 5 6 4 4 3 22
% Contribution 23% 0% 27% 18% 18% 14%No of SKUs 16 21 13 14 5
Footwear Wall Capacity 25 30 20 20 15 110
% Contribution 23% 0% 27% 18% 18% 14%
Summary
Business Potential
Avg Monthly Business
3500
00
3500
00
3200
00
3000
00
2000
00
152
000
0
% Contribution of Business 23% 0% 23% 21% 20% 13%
Rank in Terms of Business (1-6) 1 1 2 3 4Any Particular Campaign, If Yes,
Mention with Details No No No No No
Summary
Business GAPS
Any Particular Campaign, If Yes,
Mention No No No No No
Potential Category Missing
Any Brand having extra-
ordinary effort to Improvise
Business
Summary
Product Info
3 Top Sellers with Details
Avg MRP Footwear Sold 4000 2000 3500 3000 1200Min-Max MRP SKU Available.
For Ex:1899-2699
999-
7600
1799-
2499
2999-
5499
2200-
3995
1099-
1399
Potential Category Missing
Slides Business
No of SKUs of Slides Available 6 8 2 3 -
Slides Business PM
Slide Stand Available Yes Yes Yes Yes
Summary
Other Info
Availability of Staff Yes/No Yes No Yes Yes Yes
POS Available Y/N Yes Yes Yes Yes Yes
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ADIDAS
PUMA
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NIKE
CONVERSE
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FILA
MGF Lifestyle Apparel
Store Visit Feedback Sheet
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Name of the Store MGF LIFESTYLE
Date and Time Visited 23rd March 2011
Category Apparel
Space Management
Adi
das
Ree
bok
Fi
la
Pum
a Nike
Conv
erse
Tot
al
Area Sq Ft 64 64 64 192
% Contribution 33% 0%
0
% 33% 33% 0%
Running Sq Ft 10 10 8 28
% Contribution 36% 0%
0
% 36% 29% 0%
No of SKUs 11 16 13
Apparel Wall Capacity 70 70 60 200
% Contribution 35% 0%
0
% 35% 30% 0%
Summary
Business Potential
Avg Monthly Business
300
000
2500
00
10000
0
650
000
% Contribution of Business 46% 0%
0
% 38% 15% 0%
Rank in Terms of Business (1-6) 1 2 3Any Particular Campaign, If Yes,
Mention with Details No No No
Summary
Business GAPS
Any Particular Campaign, If Yes,
Mention No No No
Potential Category Missing Girls Girls GirlsAny Brand having extra-ordinary
effort to Improvise Business - - -
Summary Product Info
3 Top Sellers with Details
Avg MRP Apparel Sold 900 1000 1200Min-Max MRP SKU Available. For
Ex:1899-2699
749-
999
599-
1199
999-
1500
Potential Category Missing - -
Lower
range
Other Info
Availability of Staff Yes/No Yes Yes Yes
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POS Available Y/N Yes Yes Yes
ADIDAS
PUMA
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Central Footwear
Store Visit Feedback Sheet
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Name of the Store CENTRAL
Date and Time Visited 23rd March 2011
Category Footwear
Space Management
Adida
s
Reeb
ok Fila
Pum
a Nike
Conv
erse
To
tal
Area Sq Ft 200 150 150 200 150 150
10
00
% Contribution 20% 15% 15% 20% 15% 15%
Running Sq Ft 12 14 6 8 12 12 64
% Contribution 19% 22% 9% 13% 19% 19%
No of SKUs 12 27 13 14 23 6
Footwear Wall Capacity 72 90 48 56 70 40
37
6
% Contribution 19% 24% 13% 15% 19% 11%
Summary
Business Potential
Avg Monthly Business 0
% Contribution of Business
#DIV/
0!
#DIV/
0!
#DIV/
0!
#DIV/
0!
#DIV/
0!
#DIV/
0!
Rank in Terms of Business (1-6) 2 1 3 2 2 4Any Particular Campaign, If
Yes, Mention with Details No No No No No No
Summary
Business GAPS
Any Particular Campaign, If
Yes, Mention No No No No No No
Potential Category Missing Any Brand having extra-
ordinary effort to Improvise
Business No No No No No No
Summary
Product Info
3 Top Sellers with Details
Reezi
g
Avg MRP Footwear Sold 3500 6000 2000 3500 3000 2000
Min-Max MRP SKU Available.
For Ex:1899-2699
2199-
5799
1299-
7999
1799-
2899
2999-
5299
1975-
3995
1099-
2699
Potential Category Missing
High
Range
Slides Business
No of SKUs of Slides Available - - - - - 4
Slides Business PM
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Slide Stand Available Yes
Summary
Other Info
Availability of Staff Yes/No No yes No Yes Yes No
POS Available Y/N Yes Yes Yes Yes Yes Yes
ADIDAS
PUMA
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REEBOK
NIKE
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CONVERSE
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Central Apparel
Store Visit Feedback Sheet
Name of the Store CENTRALDate and Time Visited 23RD MARCH 2011
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Category Apparel
Space Management
Adida
s
Ree
bok Fila
Pum
a Nike
Conv
erse
To
tal
Area Sq Ft 400 300 400 200 3001600
% Contribution 25% 19% 0% 25% 13% 19%
Running Sq Ft 22 8 8 18 12 68
% Contribution 32% 12% 0% 12% 26% 18%
No of SKUs 17 16 23 20 18
Apparel Wall Capacity 70 30 40 60 60
26
0
% Contribution 27% 12% 0% 15% 23% 23%
Summary
Business Potential
Avg Monthly Business 0
% Contribution of Business
#DIV/
0!
#DIV
/0!
#DI
V/0!
#DIV
/0!
#DIV
/0!
#DIV
/0!
Rank in Terms of Business (1-6) 3 4 1 2 5Any Particular Campaign, If Yes,
Mention with Details No No No No No
Summary
Business GAPS
Any Particular Campaign, If Yes,
Mention No No No No No
Potential Category Missing
High
RangeAny Brand having extra-ordinary
effort to Improvise Business No No No No No
Summary
Product Info
3 Top Sellers with Details Avg MRP Apparel Sold 700 1000 1200 850 499Min-Max MRP SKU Available. For
Ex:1899-2699
599-
999
499-
1399
599-
1299
645-
1095
499-
649
Potential Category Missing
Other Info
Availability of Staff Yes/No No Yes Yes Yes No
POS Available Y/N Yes Yes Yes Yes Yes
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ADIDAS
NIKE
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CONVERSE
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Encourage team building activities so
that people work well together.
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Conclusions
In this period of 8 weeks it was a 2 way learning.
I gained experience of working in a multinational
company and learnt about the Indian retail market.
The marketing strategy of adidas in an exclusive
store varies from that in a mutlibrand outlet and i
got an understanding of it. In the above report its
seen the common problem is there is no stock for
girls, less skus compared to other brands
compared to the area square feet, there is no
adidas sales staff the MBOs.
Based on my understanding i built a business
improvising strategy and possible ways to increase
the sell thru of the products.
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Bibliography
www.adidas.com
www.google.com
www.wikipedia.com
www.puma.com
www.nike.com
www.reebok.com
BOOK
Indian Retail by Vikram Kapoor
http://www.adidas.com/http://www.google.com/http://www.wikipedia.com/http://www.puma.com/http://www.nike.com/http://www.reebok.com/http://www.adidas.com/http://www.google.com/http://www.wikipedia.com/http://www.puma.com/http://www.nike.com/http://www.reebok.com/