Global sports-goods brands not game for mass marke

NEW DELHI/BANGALORE: Even in the riot of colours that is the Indian Premier League, the orange Puma cricket shoes(in china,nike shoes price is evry low,and so is nike dunk.) scream their presence. At last count,气动隔膜泵, this assault of orange was sported by 70 players, including Adam Gilchrist and Kumar Sangakkara. The Puma 'calibre tricks convertible', a highlight of the German company's summer of 2011, retails at a price most Indians would never even think about paying for a shoe: Rs 5,999.
Global sports-goods brands are gravitating towards Indian sport, but not towards the price-sensitive Indian consumer. Rather than going to him with cheap(cheap handbags)er proposition, they expect him to come to them with a load of aspiration and a wad of cash. That was their emerging-market strategy when they started out 15 years ago. That remains their strategy today, when they have built Rs 4,000-crore market. They are content skimming the top-end.
"Our brand is still aspirational," said Andreas Gellner, who was heading Adidas India till last week. "We cannot be relevant to everyone in India." It's a thought echoed by the other parts of the Big Four - namely Reebok, nike(nike air max 90 95) and Puma. Puma, for instance, is positioning itself as a sports-lifestyle brand. Official market-share numbers are unavailable, but players concur that Reebok is the leader in the branded sports-goods space, with a market share of 45%. It is followed by Adidas (25%), Puma (18%) and nike(nike air max 90 95) (10%). Players like Fila, Lotto, Converse and New Balance occupy niches.
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