Reebok's Gameplan in India
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Case Details:
Case Code : MKTG049
Case Length : 10 Pages
Period : 1991-2002
Pub Date : 2003
Teaching Note : Available
Organization : Reebok, Adidas and Nike in India
Industry : Footwear and Apparel
Countries : India
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"The creation of a motivating and relevant brand position in India will widen the gap and help us gain volumes."
- Siddharth Varma, Managing Director, Reebok India.
"Our main global competitor (Nike) is already behind us here. The other one (Reebok) we will catch up with."
- Herbert Hainer, CEO & Chairman, Adidas-Salomon AG, commenting on Adidas' performance in India.
"We will maintain Nike's global reputation of being an aggressive marketer."
- G.K.Nayar, CEO, Sierra Industrial Enterprises, Nike's licensee in India.
Introduction
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With 50 percent market share of the Indian sports shoe market in 2001, Reebok India (Reebok), the Rs.950 million Indian arm of the Boston (USA)-based $3 billion fitness and sportswear giant Reebok International Ltd. had left competitors Adidas and Nike behind. Being the first of its kind to enter India, Reebok had an edge over its competitors. In 2001, its business had grown by 18 percent. The firm was confident of a 35 percent growth, by December 2002 by achieving a sales target of Rs.1.3 billion. The average growth of the industry was less than 15 percent at that time. In 2001, the three global brands, Reebok, Adidas and Nike, together sold
sportswear worth less than Rs.1.8 billion in India.
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According to Siddharth Varma (Varma), managing director, Reebok India, creating a motivating and relevant brand position in India would increase the sales volumes.
Reebok's Gameplan in India
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