Lime Case Study

4291 words - 17 pages

LIME PUMA
PUMA INDIA CASE
TEAM INGENIOUS
Prakhar Agrawal
Sahil Kalra
Suraj Kumar Menon
Team Code: XLRI9768 XLRI

2
OUTLINE
Player Profiles (Nike, Adidas, Reebok, Puma)2
Industry Overview- Indian Sportswear Market, PEST Analysis1
Consumer Insights from Primary Research3
SWOT Analysis for Puma4
STP Analysis5
Strategy for Penetrating the Target Market6

3
OUTLINE
Player Profiles (Nike, Adidas, Reebok, Puma)2
Consumer Insights from Primary Research3
SWOT Analysis for Puma4
STP Analysis5
Strategy for Penetrating the Target Market6
Industry Overview- Indian Sportswear Market, PEST Analysis1

4
INDUSTRY OVERVIEW
7.3
22.9
0
5
10
15
20
25
2010 2014
Indian sportswear market 2010-2014
Market size
The sportswear market in India is estimated at Rs. 4000 crore.
The Indian sportswear industry is poised for strong growth over the next few years and is expected to grow at a robust CAGR of 33% during 2010-2014.
 Several factors, including a booming middle-class population, a paradigm shift in consumer attitude toward health and fitness, an increase in the number of sports events and growth in organized retail are driving the market.
Key segments
 The market includes sports apparel, footwear and accessories with footwear being the largest segment accounting for around 60% of the total market.
CAGR 33%
U S$
b n
60%
40% Footwear
Apparel and Accessories
Market segmentation
The sportswear market in India is largely unorganized with organized players constituting only around 30% of the market. Franchised exclusive brand outlets (EBO) and multi- brand outlets form the core retail channels for sportswear in India.
Source: Sportswear market in India, Ernst and Young India report 2012

5
INDUSTRY OVERVIEW
 Organized sportswear market in India is dominated by the "big four". Adidas, Reebok, Nike and Puma enjoy a 98% market share of the organized market with several others such as Fila and Lotto ramping up their presence.
 Nike was the first international player to enter the Indian market in 1994 through a licensing arrangement with Sierra Industrial Enterprises Pvt. Ltd. The company later established a wholly owned subsidiary in India in 2004.
 The retail landscape faces competition from multi-brand sportswear retailers such as Planet Sports and RSH. Domestic players such as Bata and Liberty also enjoy a considerable presence in the Indian market.
Source: Sportswear market in India, Ernst and Young India report 2012
COMPANY APPAREL FOOTWEAR ACCESSORIES
INDIAN
Bata O
Liberty O
Woodland O O
Planet Sports O O O
INTERNATIONAL
Nike Inc O O O
Adidas AG O O O
Reebok International Ltd O O O
Puma AG O O O
Fila O O O
Lotto Sport Italia O O O
Rockport O O O
Kappa O O O
Skechers USA Inc O
Royal Sporting House (RSH) O O O
Reebok, 45%
Adidas, 25%
Puma, 18%
Nike, 10%
Others, 2%
*Other players include Fila, Lotto, Converse and New Balance
Indian sportswear market share

6
GROWTH DRIVERS
353
430
464
2001 2011 2021
• Indian youth...

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