Case Study No.

12
Adidas: A Sport Brand

The global brand Adidas is a sports clothing manufacturer from Germany which was registered
in 1949. They have a large range for both men and women including shoes, hats, leisure and
casual wear and an assortment of accessories. Adidas has millions of customers that go
through the consumer decision making process on a daily basis and because of the way that it
has positioned itself in the market; consumers regularly decide to buy Adidas products. Since it
was established in Germany in 1949, by Adolf Dassler, adidas has been synonymous with the
sporting industry. Today, adidas is a global public company and is one of the largest sports
brands in the world. It is a household brand name with its three stripes logo recognized in
markets across the world.The companys product portfolio is vast, ranging from state-of-the-art
sports footwear and clothing to accessories such as bags, watches, eyewear and other sportsrelated goods and equipment. Employing over 46,000 people worldwide, the adidas Group
consists of around 170 subsidiaries including Reebok, TaylorMade-adidas Golf, Rockport and
CCM-Hockey. The Group's headquarters are in Herzogenaurach, Germany. In the second
quarter of 2013 the Groups revenue was 3.383 billion.Adidas brand positioning is clear and
distinct. Adidas has a genuine and far-reaching respect for sport and this is manifested in the
companys devotion to making the best possible performance products for athletes.The brand
mission is quite simply to become the leading sports brand in the world. It aims to do this by
becoming the best performing brand in all sporting goods categories. To achieve this, the brand
continues to produce the highest quality performance products possible at marketplace prices.
Furthermore, products will continue to be designed and developed to enhance the performance
of all who participate in sport, irrespective of their age, gender or ability.
Q. 1. How consumer decision making process is done in buying Adidas a branded sport
product.
Ans.
Like any other product, when purchasing Adidas sportswear the consumer will go through
the five stages of the consumer decision making process which are as follows.
1) Need:
In this stage is need recognition where the consumer realises a difference between his or
her current and desired state.

2) Pre-Purchase:
In this stage is pre purchase search which is when the consumer Searches for information
on ways to solve a perceived problem or fulfill a want or need. This could simply mean they
have a heightened attention or may actively search for information.
3) Evaluation of Alternatives:
In this stage is evaluation of alternatives. The consumer evaluates their choices as a result
of their information search.
4) Purchase Decision:
After this the consumer makes a purchase decision in which they actually buy the product.
5) Post Purchase Behavior:
Finally, the last stage is the outcomes or post purchase behavior.
Q. 2.

Why most of the customer purchase Adidas brand in sports?

Ans:
The global brand Adidas is a sports clothing manufacturer for both men and women
including shoes, hats, leisure and casual wear and an assortment of accessories. Adidas brand
positioning is clear and distinct. The brand mission is quite simply to become the leading sports
brand in the world. It gave the best performing brand in all sporting goods categories. To
achieve this, the brand continues to produce the highest quality performance products possible
at marketplace prices. Furthermore, products will continue to be designed and developed to
enhance the performance of all who participate in sport, irrespective of their age, gender or
ability. Thisis the reason that majority of customer they purchase Adidas brand in sports.

Case Study No.22

Colgate: Need to Know Indian Consumer in Toothpaste Industry

Toothpaste industry has grown immensely in the Indian scenario. There is a lot of competition in
the industry mainly between two major players Colgate and HLL .The companies are coming up
with new schemes as well as products to lure the customers. The usage of toothpaste has
grown because of the lifestyle and the way the individuals are living i.e. more awareness about
health. Colgate is going ahead with almost 60% of the market share in the industry. The title of
the project was study on consumer buying behavior in the toothpaste industry.
The questionnaire methodology was adopted and the consumers and the sales officer in
companies were contacted in order to have their view on toothpaste. The area of the study was
restricted to Gurgaon 100 respondents were contacted .The sales managers in two companies
were contacted and their views were known in terms of how they were going in the toothpaste
segment. It was found that many firms are in the toothpaste segment. So it is a highly
competitive segment. It was found that focus as well as cost leadership was being followed by
the firms when they were going in the toothpaste segment. The firms are more and more
focusing on the promotion and they are spending a lot of money on this front. Customers are
also become demanding now-a-days and it is seen that many attributes are important for the
success of a particular brand. The firms are going in for new launches. It is found that the
discounts are important factor. Another important factor is brand image or brand name. The
project provided an opportunity to know about a competitive segment and how consumers
behave in that segment. It also provided an insight into the toothpaste industry and the attitude
and perception of the consumer in that segment.

Q. 1. How it is important that marketer should know Indian Consumer?

Ans:
The toothpaste industry is going to be more competitive in the near future. The profit
margin is going down over the year and going to be continuing for the future also. So the main
mantra for the companies to be successful is to satisfy the consumers and develop brand image
and brand loyalty amongst them. Thus in the future the companies who come up with new
products at competitive prices and with good quality are going to the successful one.
Promotional activities are also going to play an important role that should to be for both retailers
and consumers. So it has become verynecessary for the marketers to understand the Indian
consumers very well.

Q. 2. What type of effort should be taken by a marketer to increase thetoothpaste brand

image in customer?
Ans:
1) The companies should give more emphasis on advertising and sales promotionas the
competition is becoming tougher and tougher. So they need to make some brand image
amongst the consumers.
2) The customers are becoming king as they have a whole lot of choices. So the companies
should try to be cost effective and pass on the saved amount to the customer.
3) Retailers are still the place to buy toothpaste. So the companies should focus on retailers
also who is also a customer for their products.
4) The companies should try to launch new products after through research of the consumers
as they are becoming more dynamic day by day.
Q. 3. What type of methodology is applied to understand buying behavior of customer in
toothpaste industry and what was its impact to the toothpaste segment?
Ans:
The questionnaire methodology was adopted and the consumers and the sales officer in
companies were contacted in order to have their view on toothpaste. The area of the study was
restricted to Gurgaon 100 respondents were contacted .The sales managers in two companies
i.e. one from Colgate, and other from HLL were contacted and their views were known in terms
of how they were going in the toothpaste segment. It was found that many firms are in the
toothpaste segment. So it is a highly competitive segment. It was found that focus as well as
cost leadership was being followed by the firms when they were going in the toothpaste
segment. The firms are more and more focusing on the promotion and they are spending a lot
of money on this front. Customers are also become demanding now-a-days and it is seen that
many attributes are important for the success of a particular brand. The firms are going in for
new launches. It is found that the discounts are important factor. Another important factor is
brand image or brand name. The project provided an opportunity to know about a competitive
segment and how consumers behave in that segment. It also provided an insight into the
toothpaste industry and the attitude and perception of the consumer in that segment.

Case Study No.3.33\\

Maggie: An Appeal to Indian Consumer

Maggie as a brand was known in the market particularly in theWestern world for quite a long
time as makers of soup cubes. WhenNestl decided to introduce Maggie in India it started with
soupcubes. If cubes were fortified with chicken paste or meat.It addedgreatly to the taste of the
soup. This was in 1974; it was found thatthe cubes failed in Kerala or other parts of India which
had a tastefor vegetarian food.
In 1980, Nestl decided to launch Maggie noodles. This extrudedstarchy food along with
Masalabecome a hit with children whowere just back from school or from play. They wanted
some spicyfood to eat, which was nutritious too. Preparation of the tasty snack2 minute'
noodles was very convenient to mothers. In 1980s, 4000tons with a value of 9 corers and in
1990s 6000 tons with 25 corersshows the impact which Maggie 2 minute noodles had. The
aboveis a typical example where brand extension from Maggie cubes toMaggie noodles
brought success to Nestl. It may be noted that dueto the low price Rs. 10 per 100 gm Nestl
did not make much moneywith this product.
Q. 1.

How Maggie positioned itself in the Indian Consumer?

Ans:
Maggie as a brand was known in the market particularly in theWestern world for quite a
long time as makers of soup cubes. WhenNestl decided to introduce Maggie in India(in 1974) it
started with soupcubes which contain chicken paste or meat it addedgreatly to the taste of the
soup. However it was found thatthe cubes failed in Kerala or other parts of India which had a
tastefor vegetarian food. In 1980 again Nestle decided to launch Maggie noodles. This extruded
starchy food along with Masala become a hit with children who were just back from school or
from play. Still they want some spicy and prepared in short time noodles for that
lunch their product Maggie 2 minute noodles which increase their profit from 9 corer(in 1980)to
25 croer(in 1990) which make success to Nestle. In this way Maggie positioned itself in the
Indian Consumer.

Q. 2.

Which aspect of Indian culture and, belief was utilized by Maggies market
research team?

Ans:
There are various aspects of Indian culture and beliefwas utilized by Maggies market
research team are as follows.
1)

Starchy Food With Masala:

In 1980, Nestl decided to launch Maggie noodles? This extruded starchy food along with
Masalabecome a hit with children who were just back from school or from play. They
wanted some spicy food to eat, which was nutritious too.

2)

Preparation In 2 Minute By Housewives:

Preparation of the tasty snack 2 minute' noodles was very convenient to mothers.
In 1980s, 4000 tons with a value of 9 corers and in 1990s 6000 tons with 25 corers shows
the impact which Maggie 2 minute noodles had. The above is a typical example where
brand extension from Maggie cubes to Maggie noodles brought success to Nestl.

3)

Low Price:
It may be noted that due to the low price Rs. 10 per 100 gm Nestl did not make much
money with this product.

Case Study No.42

Duravankur: Consumer Complaint Behavior to Consumer Satisfaction

Durvankur opened as a Lunch and Snack Joint in the newly developed officearea in Hinzewadi
near Pune. The area of Hinzewadi developed when anumber of I.T. Industries developed. The
boom in the IT Industry enableda number of new startup companies to prosper. The main
investment ofthose types of companies was in real estate in the form of Offices
andInfrastructure Development. The companies prospered using English Speaking College
graduates available in adequate numbers at salaries that are not toohigh. A majority of
employees of those companies were unmarried freshgraduates.About a year after Durvankur
opened, Mr. Joshi the owner, was contemplatingon business expansion. During one afternoon
Mr. Joshi was focusing onthe customer complaints received which majorly focused on late
servingtime in spite of continuous efforts. The business of Durvankur had grownleaps and
bounds within a short period of time. However a new restaurantwas going to open in the
neighboring building. Therefore expansion andimprovement of facilities was the key focus of Mr.

Joshi to stay in thecompetition.Mr. Joshi thought that they should go for top class decor, fancy
designer\ furniture that would push them unmarked and they would also be able tocharge better.
He thought for going for new monogrammed ceramic cutlery to give a distinct look.They also
thought of buying some new kitchen equipment with electrictan door and improvised kitchen
equipment.The main concern was to borrow a large sum of money from a financer.
As it would lead to increase charges or considerably reduce food portionsand charge extra for
additional portions of dal or subzi that is currentlyfree of charge for fixed thali customers, said
Joshi. He wondered if thecrowd of office goers who are their main customers would be able to
affordthat. He always thought that their main need was to a fed substantial mealas they are all
young and work long hours. Mr. Joshi thought that peopleliked his food because they served
healthy home - like food at prices thathis customers afford at their salary level. Deciding how to
go about thisexpansion is a real problem.

Q. 1.

What type of consumer complaint got by Mr. Joshi as owner of Durvankur?

Ans:
Durvankur opened as a Lunch and Snack Joint in the newly developed office area in
Hinzewadi near Pune. The area of Hinzewadi developed when a number of I.T. Industries
developed most of the mob from this company is fresh graduate student and unmarried work in
affordable salary.Mr. Joshi as the owner of Durvankur was contemplating on business
expansion. However in one afternoon Mr. Joshi was come to know customer complaints which
majorly focused on late serving time in spite of continuous efforts.

Q. 2.

How Consumer Complain Behavior evolved by Mr.Joshi in Durvankur for

consumer satisfaction

Ans:
Durvankur opened as a Lunch and Snack Joint in the newly developed officearea in
Hinzewadi near Pune.The area of Hinzewadi developed when anumber of I.T. Industries
developed. The main investment ofthose types of companies was in real estate in the form of
Offices andInfrastructure Development. For that company recruited English Speaking College
graduates available in adequate numbers at salaries a majority of employees are that were
unmarried. About a year after Durvankur opened, Mr. Joshi the owner, was contemplatingon
business expansion. However in one of the afternoon Mr. Joshi was focusing onthe customer
complaints received which majorly focused on late servingtime in spite of continuous efforts.

Thinking on this complaint within a short period he starts a new restaurant in the new building.
To stay in a competition Mr. Joshi expandits business and improve the facilities .For that he
dcor the hall decently with the help of fancydesigner not only this but also he thought to buy
kitchen equipment with electrician door. However people liked his food because they served
healthy home - like food at prices that his customers afford at their salary level. All this
happened because of consumer compliant take by Mr. Joshi positively i.e. from Consumer
Complaint Behavior to Consumer Satisfaction.
Q. 3.

Why consumer in Durvankurlike their Thali.

Ans:
The main customers which are coming in Durvankur are young and work for longer time
as majority of them from I.T. industry and they are getting adequate salary. Mr. Joshi always
thought that their main need was to a fed substantial meal and people liked his thali because
they served healthy home like food at prices that his customers afford at their salary level. Not
only this but also for this fixed thali they are not reduce the quantity or increase the charges
even the charge extra for additional portion of dal or subzi.

Case Study No.5

Smart Car: Attitude and Lifestyle of Consumer

The Smart Car was originally developed for the European car market, where small, fuel-efficient
cars are more common. Before the company could introduce the Smart Car to American
consumers, marketers needed to understand how they could help a U.S. audience see beyond
the cars unusual appearance and size in order to appreciate its benefits as many Europeans
already do. The marketers also needed to know who their target consumers would be and what
would inspire them to buy a car like, low price tag. Smart, USA quickly learned that this car
would be sold not based on age or socio-economic status, but on consumers attitudes and
lifestyles.
Q. 1.

How would you describe the Smart Cars brand personality?

Ans:
The Smart Car brand might be described as quirky and individualistic, while also high
functioning and efficient.
Q. 2. Why does it make the most sense to define the Smart Cars target market by attitude
and lifestyle?
Ans:
Because of the cars unusual look, features, and low price tag, consumers are drawn to it
by their lifestyle or attitude parameters, rather than their age or socio-economic parameters.
First-time buyers, urban dwellers, baby boomers, and empty nesters are all drawn to the car for
different reasons related to lifestyle and attitude rather than to age or income.