Skechers marketing strategies and competitors analysis

1. FOOTWEAR INDUSTRY
 India is the second largest global producer of footwear
after China.
 India’s footwear market, dominated by brands such as
Puma and Adidas, is projected to see 12% compounded
annual growth with sales expected to touch $8 billion. A
recent report by Euromonitor said the Indian fooytwear
market grew 22% from 2015 to 2016, surpassing the
global growth in the segment which stood at 7%.

2. • Incorporated in California in 1992 and reincorporated in Delaware in 1999 and came in India in 2012.
• Design and market lifestyle fashionable footwear for men, women and children and performance footwear
• 4 reportable segments: domestic wholesale, international wholesale, retail and E-commerce
• Shoes sold to over 160 countries with increasing international footprint
• Skechers is aiming to be the 2nd largest sportswear brand in India.

3. STORE CLASSIFICATION

4. PRODUCT LINE
Products
Lifestyle brands
Skechers USA
Active and Sport
Active
Skechers Sport
BOBS
Performance
brands
Skechers GOrun
Skechers
GOwalk
Skechers
Gobionic
Skechers
GOtrain
Skechers
GOgolf
Skechers Kids Skechers Work

5. DISTRIBUTION CHANNEL

6. DISTRIBUTION CHANNEL WITH
RESPECT TO INDIA
 Manufactured in China and Vietnam.
 Their Warehouse in Mumbai, Thane is the main hub of South Asia. All of
the manufactured products are directly sent there from various
manufacturers.
 Respected products are sent to all the stores directly upon orders
placed.

7. SWOT ANALYSIS
-> Strengths
- Brand name
- Celebrity Endorsement
- Cost advantage: allow price to be low
- Size advantage: large firm, sales efficiency
- Memory foam technology
-> Weakness
- Copying designs, not very fashionable-looking
-No own production, depends on suppliers from Asia
- Lack of E-commerce
-> Opportunities
- Expanding international footprint in emerging markets
- Building up social media presence and E-commerce
- Break into new market segments
-> Threats
- Intensifying competition (too many firms produce similar products)
- Customer’s preference changes fast
- Uncertainty in future revenue growth
SWOT
Analysis

9. COMPETITOR ANALYSIS

10. Segmentatio
n
Targeting
Positionin
g
Skechers Lifestyle Skechers
Performance
Skechers kids

11. Segmentatio
n
Targeting Positionin
g
Upper middle class Women, Men
and Children
Athletes

12. Segmentatio
n
Targeting
Positionin
g
Comfort over style
Cheaper
than its
competitors
Continuous
Upgradation in
Technology

13. PORTER’S FIVE FORCES
Threat of New
Entrants
*Medium to High
Threat of
Substitutes
*Nil
Supplier’s Bargaining
Power
*Medium
Buyer’s Bargaining
Power
*Medium
Rivalry
*High

14. SOME INFORMATION ABOUT
THE STORE WE VISITED
* Store category is C.
* Products sold in the store are of category A and B.
* Avg. Footfall is 45.
*Their Growth since last year has been of 140%.

15. Thank You!!!