Lime Case Study

4291 words - 17 pages

Prakhar Agrawal
Sahil Kalra
Suraj Kumar Menon
Team Code: XLRI9768 XLRI

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

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

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
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

 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
Bata O
Liberty O
Woodland O O
Planet Sports O O O
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

2001 2011 2021
• Indian youth...

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