NAME : VINIT DILIP GORIVALE

ROLL NO : 07
CLASS : FY MSM
TOPIC: SELLING STRATEGY OF FILA
FACULTY : AMITA FOPHLANKAR
 INDEX

SR.NO TOPIC PAGE NO

1 COMPANY PROFILE

2 MISSION & GOAL OF FILA

3 PURPOSE OF FILA

4 4 P’S OF MARKETING

5 SWOT ANALYSIS

6 MARKETING STRATEGY

7 FILA CAMPAIGN

8 COMPARATIVE ANALYSIS

9 PRODUCT MIX

10 FILA IN INDIA

11 DATA ANALYSIS AND INTERPRETATION

12 FINDINGS

13 BIBLIOGRAPHY
COMPANY PROFILE

Established in Biella, Italy, in 1911 by FILA brothers, FILA brand has been
one of the most beloved and renowned sports brand throughout its history.

FILA is constantly developing the most innovative ways to celebrate life in

motion. It creates multifunctional activewear and workout gear for women,
men, and kids.

The company pursues excellence in terms of quality, safety, health protection,

and environmental protection standards. It educates on sustainability and
manages operations in an eco-compatible manner.
MISSION OF FILA

❖ Fulfill an unmet demand for sports fashion from the middle class.
❖ Expand target age group to 20-45 through a mix of multi-product lines.
❖ Offer customers in-store multi-scene for mix-andmatch outfits for
different occasions.

GOAL OF FILA

FILA strives to minimize our environmental impact throughout the

product life cycle, from product development to production and
disposal.
PURPOSE OF FILA

PEOPLE: FILA AND SOCIAL RESPONSIBILITY

Fila pursues socially correct and responsible behaviour: it is committed to not
using or supporting child labour, forced labour and will not discriminate or
subject its employees and collaborators to corporal punishment, mental or
physical coercion or verbal abuse.

The management is committed to improving its role towards its employees as

a work provider:

● Making the company policy and social commitment publicly accessible

to interested parties.
● Employing resources based on their attitudes and working abilities to

avoid any kind of discrimination.

● Ensuring equal opportunities, regardless of legal obligations, avoiding

different treatment of people of different races, political and religious

beliefs and sexual orientation.
● Ensuring employees are provided with a safe working environment.

● Ensuring employees are provided with flexible working hours.

● Ensuring that all workers are free to associate with whom they wish and

to express themselves freely, respecting their individual rights.

● Wages and working hours are compliant with applicable legislation and

the CCNL
PLANET: OBJECTIVES FOR THE ENVIRONMENT
Respect for the environment is a solid commitment that is applied not only in
accordance with applicable legislation, but involves every aspect of the
business.

With this in mind, the Company confirms its constant commitment to:

● assess and constantly monitor an environmental impact that could

derive from its activities, preventing any kind of pollution or disturbance

to the population in general and all interested parties;
● respect applicable environmental legislation;

● continuously improve environmental performance by adopting

periodically developed objectives;

● monitor and optimise the consumption of energy resources in order to

minimise them;
● raise the awareness of environmental issues with all employees through

ongoing training and accountability;

● protect the health and safety of employees in the workplace

PROFIT: QUALITY OBJECTIVES

The Quality objectives that FILA sets out in this Policy are:

● to constantly improve corporate Organisation;

● to measure and improve Customer Satisfaction by continuously

guaranteeing assistance and information

● to increase the quality standards of company processes by defining,

managing and monitoring quality indicators/indexes;

● to monitor the performance of its suppliers and to evaluate any new

collaborations with supplies that guarantee the requirements of FILA’s

Policy;
● to train and raise the awareness of resources of the importance of the

results of their activities through ongoing training.

● Investing in physical and economic resources for innovation

● Digitalising all data to ensure greater simplicity in controlling and

monitoring company processes

● Increasing and improving the infrastructures made available for the

operation of own company processes.

4 P’S OF FILA

Fila Product Strategy:

The product strategy and mix in Fila marketing strategy can be explained as
follows:

Fila brand is majorly involved in providing consumers with wide range of

sports related accessories for men, women and kids and aspiring athletes.
Fila products in its marketing mix are categorized into training, accessories,
heritage and lifestyle each catering to the needs of consumers. Initially Fila
ventured into making clothes for sports for all age groups. The other major
range of products include the sports shoes used for different sports and
activities. With the Fila brand being associated with tennis there are a wide
range of products catering tennis including shoes, duffle, wristband and socks.
The products of Fila tend to be more fashionable to attract the youths who
aspire to be sports oriented. Recently the parent company Fila Korea has
acquired golf major Acushnet Company thereby owning the leading golf brand
Titleist

.
Fila Price/Pricing Strategy:

Below is the pricing strategy in Fila marketing strategy:

Fila has got a pricing strategy which helps it compete with other global brands.

Being a prominent sportswear brand the pricing strategy in its marketing mix
adopted is generally competitive pricing with large number of famous brands
like Nike, Adidas and Reebok competing for large market share. Generally the
trend of pricing is to maintain prices slightly lower than the competition brands
to gain advantage in capturing consumer share. Some of the products also
demand premium value due to its higher brand value. The major advantage of
Fila is to have lower pricing and provide high quality products making it more
affordable to the consumers. Fila products possess a value based pricing
model for its products.
Fila Place & Distribution Strategy:

Following is the distribution strategy in the Fila marketing mix:

Fila has established its presence in eleven countries through its offices. Fila
products are generally sold through sports stores selling different brands and
its exclusive stores at major cities across different countries. The presence of
subsidiaries, distributors and licensees play a major role in distribution of Fila
products worldwide. This is done through more than 8000 retail stores located
across different countries. Also the products are manufactured through
subcontracting processes and such centers are generally located in the Far
East countries. Fila has also made a strong presence in ecommerce websites
like Amazon, Flipkart, Jabong and Myntra to name a few. Being a fashion and
sports themed brand these methods have proved beneficial in selling its
products like sports shoes and clothes.
Fila Promotion & Advertising Strategy:

Fila brand has been associated with major sporting events through
sponsorship and has gained wide visibility through this strategy. Some of the
major events include major tennis events like BNP Paribas Open in Indian
Wells, California, Sony Open in Miami, Florida and the Hall of Fame Tennis
Championships in Newport, Rhode Island, the Porsche Tennis Grand Prix and
the BMW Open in Germany. Fila had brand ambassadors like Bjorn Borg, Kim
Clijsters and recently Virendra Sehwag endorsing its products. Fila associates
itself with being athlete oriented and therefore has a loyal customer base with
its association in different sports. It has also used online platforms along with
print media and visual promotions to popularize the brand with its trendy and
fashion based products. However in comparison with its competitors Fila has
used minimal advertisement of its offerings. This has reduced the market
share in the segment with respect to its competition. This completes the
marketing mix of Fila.
SWOT ANALYSIS OF FILA

Fila Strengths
The strengths of Fila looks at the key aspects of its business which gives it
competitive advantage in the market. Some important factors in a brand's
strengths include its financial position, experienced workforce, product
uniqueness & intangible assets like brand value. Below are the Strengths in
the SWOT Analysis of Fila :

1. The Fila brand has very popular sports brand ambassadors which has
promoted their brand very well.
2. The innovative use of mixing different components of cloth into making a
different sportswear was very successful.

3. Fila’s has a very successful brand image due its motivational designs

4. They have a very good name for its brand logo as its full of colors and
easily identifiable.

5. The brand has over 100 stores all over the world.

6. Strong legacy of the brand since its inception in 1911.

7. Fila has diversified into clothes and kids apparel along with shoes.

Fila Weaknesses

The weaknesses of a brand are certain aspects of its business which it can

improve to increase its position further. Certain weaknesses can be defined

as attributes which the company is lacking or in which the competitors are

better. Here are the weaknesses in the Fila SWOT Analysis:

1. Fila has tremendous competition from sports apparel brand globally

meaning smaller market share

2. Limited range of products compared to big brands and low brand

advertising
Fila Opportunities
The opportunities for any brand can include areas of improvement to increase
its business. A brand's opportunities can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities in
Fila SWOT Analysis:

1. Fila can be the first brand to inculcate a casual culture into a brand
experience

2. The lines of expanding into casual clothing and sports equipment

3. More advertising can boost the brand image and presence of the brand

4. Opening more Fila stores can help attract the youth more.
Fila Threats
The threats for any business can be factors which can negatively impact its
business. Some factors like increased competitor activity, changing
government policies, alternate products or services etc. can be threats. The
threats in the SWOT Analysis of Fila are as mentioned:

1. The new changing trends could replace the existing product range quickly

2.Switching cost is very low in this Industry, so regular innovation and

adapting to changes in sports industry is quint-essential

3. High competition for Fila means limited market share growth

4. The industry is dominated by a few big players, hence difficult to overcome

customer perception can be an issue

MARKETING STRATEGY OF FILA

Market segmentation :

Market segmentation is the process through which Fila decides to segment

the overall market in smaller segments and groups that have similar
attributes, buying behaviour, socio economic background, etc.

Different Types of target Segmentation

Geographic Segmentation

Geographic segmentation is dividing the overall market based on different

geographic units such as – countries, continents, zip codes, states, trading
blocks, cities, and neighborhoods. Geographic segmentation is highly efficient
for Fila in the international markets because the prospective customers have
different culture, preferences, and administrative systems. Secondly, if the
cost of transportation is a critical cost in the value proposition delivery then it
is prudent to do geographic segmentation as the costs of serving customers in
different locations will be completely different.

Demographic Segmentation – Example of Demographic Segmentation

Demographic segmentation is dividing the mass market into smaller segments

and groups based on gender, income, occupation, age, life cycle stage,
ethnicity, religion, and generation. As the products of Fila provide a superior
value proposition, it should segment the customers based on two main
demographic criteria – income of the prospective customer and life cycle
stage. One of the most widely used demographic segmentation frameworks in
the United States by various marketers is – PRIZM.

PRIZM is the geo-demographic segmentation system that combines

geographic data with various demographic, consumer behaviors, and other
data to help marketers identify, understand and reach their customers and
prospects.

Psychographic Segmentation – Example of Psychographic Segmentation

In the marketing world, lifestyle oriented interests, activities, and opinion, are
categorized under psychographic variables. Fila can use psychographic
segmentation to divide the potential buyers into different segments based on –
personality characteristics, buying patterns, consumption opinion, opinion on
social issues, leisure activities, hobbies, and many other dimensions.
Psychographic segmentations are effective because people in the same
demographic can have different psychographic characteristics based on
individual life experiences and growing up environment.

Behavioural Segmentation / Use base segmentation – Example of

Behavioural Segmentation / Use base segmentation

Behavioral segmentation divides buyers into groups based on their - attitudes,

product knowledge, product uses, and other responses to a product. Many
marketing experts believe that behavior variables are a good starting point to
build consumer segments. For example for any service – Freemium model is
a far more effective segmentation strategy than geographic, demographic, or
psychographic. The behavior segmentation can help the organization to focus
on key features, and provide the consumers with features that they are more
likely to use. Continuous engagement leads to higher customer satisfaction
rates and high net promoter scores.

TARGET MARKETING
 After identification of various consumer segments within the marketplace,
Fila needs to target a specific market. The choice of target market is
dependent on ten critical factors –

- Presence of appropriate collaborators to market successfully to the target

market – Is there sufficient infrastructure available to target certain customer
segment. For example, everyone knows that there is an environmentally
conscious segment in the automobile industry who can pay premium prices
for electric vehicles, but none of the major auto players successfully target
that segment because there was no collaborators ecosystem. Tesla became
successful by building that ecosystem.

● Organization’s comparative strengths and weaknesses to market

successfully to the target market.
● Product Life Cycle stage – It is highly relevant in the international
scenario where the product life cycle is at different stages based on
social, economic, regulatory, and political reasons. Fila needs to find out
at what stage of the product life cycle the target segment is.
● Organization’s mission, vision, and the consumer segment fit – Is the
targeting consistent with the vision, mission, ethos, values and strategic
fit of the Fila.
● The financial return potential of the target market – Fila needs to decide
whether the segment it is planning to target can be financially lucrative.
● Competition in the target segment – What is the level of competition in
the target segment. If the competition is fierce then there is less
likelihood of sustainable margins in long term.
● Segment structural attractiveness - Presence of core infrastructure to
market successfully to the target market.
● Regulatory and other entry barriers - Are there any regulatory and
technological barriers that Fila will face if it decides to enter the market.
● Organizational technical capabilities to cater to a specific consumer
segment in the Office Supplies industry
● Financial resources to target a specific segment – Does the
organization has marketing capabilities, operational skills, and financial
resources to target a specific segment of consumers.

FILA CAMPAIGNS
BTS will wear FILA across all there shows in americas, europe and asia. An
ad campaign featuring the boys set to be released early next year introducing
the
“ One world , One Fila “ to the worldwide audinace .” BTS’s passion ,
positivity and their genuine communication with fans are the qualities that
align with Fila” ,
Said Fila’s spokesperson .
“ Their energy and uniqueness also made them optimum fit as a brand
ambassador . We look forward to creating a meaningful synergy between two
global brands .

FILA LAUNCHES DISRUPTOR 2 ‘STEP LOUD CAMPAIGN ‘

Featuring one the brands most sought out silhouettes : The Disruptor
2 for men and women. The Disruptor 2 celebrated through dance and
electronic video produce by scheme engine and featuring the footwork
of Pierce Cady and Najla Gilliam . A variety of visual techniques were
use to creat the engaging footage which will live across all social and
web platform .FILA’S Disruptor released in 1996. The Disruptor 2 is
now available on FILA.COM and select stone .

FILA India Announces First Ever Heritage Collaboration

with Indian-Canadian Streetwear Label NORBLACK
NORWHITE
collaboration with indie streetwear brand NORBLACK NORWHITE, to hit
stores on November 24, 2018. FILA India's partnership with NORBLACK
NORWHITE pays homage to a heritage of textiles from Italy and to the age-
old traditions of Indian textile makers, debuting with this India-only exclusive
collaboration.

FILA India's Creative Director, Abdon Lepcha worked closely with NBNW for
almost a year to design a limited-edition collection that fuses iconic FILA
silhouettes with their signature prints and patterns. The collaboration is a
fusion of Indian streetwear with sports fashion. The collection was created
applying the NBNW love for pattern and color, keeping it breathable within the
sporty space. The styles focus on comfort, playing off some of NORBLACK
NORWHITE’s textile styles applied in a new way to work with FILA fabrics.

Speaking on the collection, Mriga Kapadiya & Amrit Kumar said, “NBNW
celebrates textiles and colors and patterns so creating within the FILA form
and brand has taken us out of our comfort zone and pushed the boundaries
on our design capacity. FILA is a brand we grew up on and we were super
excited when FILA India approached us to collaborate on this capsule
collection. We’ve never got to design athletic wear and it’s been super fun and
also challenging to apply our style and aesthetic in this form! It’s important for
our process to stay true to things we feel comfortable and empowered in while
balancing the visual story of our favorite elements of India combined with our
guiding feelings of classic streetwear.”

COMPARATIVE ANALYSIS OF FILA

CEO RATING COMPARISON

BJORN GULDEN DOUG PALLADINI

( PUMA) (VANS )

YOON-SOO YOON
JIM WEBER
( FILA )
( BROOKS RUNNING )

Fila’s CEO ranks 4 th in the CEO rating comparison .

PRODUCT QUALITY
Fila’s ranks 6 th in product quality comparison

1. Brooks Running 4.4/5

2. Vans 4.4/5

3. Adidas 4.3/5

4. Puma 4.3/5

5. Reebok 4.1/5

6. Fila 4/5

NET PROMOTER SCORE

Fila ranks 6 th in NPS

 1. Vans 55

2. Brooks Running 54

3. Adidas 45

4. Reebok 41

5. Puma 35

6. Fila 18

According to 142 customers, Fila has a Net Promoter Score of 18, placing it
6th among its rivals and behind PUMA. How likely are you, on a scale of 0 to
10, to suggest Fila to a friend? is the question that drives the Net Promoter
Score, which monitors consumers' overall rating.

PRICING COMPARISON
Fila ranks 6 th in price comparison

1. Brooks Running 4.2/5

2. Vans 4.1/5

3. Puma 4.1/5

4. Adidas 4/5

5. Reebok 4/5

6. Fila 3.7/5

A 3.7/5 rating from 108 customers places Fila's pricing score sixth
among its rivals, behind Reebok.

CUSTOMER SERVICE COMPARISON

Fila ranks 6th in customer service

 1. Brooks Running 4.3/5

2. Vans 4.2/5

3. Puma 4.2/5

4. Adidas 4.1/5

5. Reebok 4/5

6. Fila 3.7/5

A 3.7/5 rating from 106 customers places Fila's customer service in sixth
place among its rivals, just below Reebok.

OVERALL CULTURE SCORE

Fila ranks 6 th in overall culture

 1. Puma 77/100

2. Vans 76/100

3. Adidas 70 /100

4. Reebok 70/100

5. Brooks running 70/100

6. Fila 66/100

According to 19 employees, Fila has an overall culture score of 66/100,

placing it 6th among its rivals and behind Brooks Running. From all of
the Comparable questions that workers at a firm respond to, overall
Culture ratings are compiled.

EMPLOYERS NET PROMOTER SCORE

Fila ranks 2nd in ENPS score

 1. Vans 29

2. Fila 26

3. Puma 22

4. Adidas 14

5. Reebok 4

6. Brooks Running -12

In comparison to its rivals, Fila is ranked second, after Vans, with a 26

out of 100 from 15 employees. How likely are you to suggest working at
Fila to a friend on a scale from 0 to 10? is the question that determines
an employee's total Net Promoter Score.

PRODUCT MIX OF FILA

Since its beginnings in 1911, the Korean sportswear company Fila has grown
to become one of the most well-known and popular brands in the industry.
 The company, which has a 100-year history, is renowned for producing high-
end apparel, accessories, and footwear. As a result of this, it has an important
place in the field of sportswear and has experienced recent success.

FILA INCLUDES :

● Men
● Women

❖ Footwear
❖ Clothing
❖ New arrival
❖ Collection

Mens collection :

COLLECTION FOOTWEAR CLOTHING

All court Sneakers T shirts & Tank tops
Heritage Sportshoes Polos
Motorsports sandals Sweatshirt & Hoodies
Vita Slippers Pant & Joggers
Attivo Shorts
Dynamotion Jackets
Trackwear

WOMENS COLLECTION
COLLECTION FOOTWEAR CLOTHING
Heritage Sneakers T shirts & Tank tops
Motorsports Sportshoes Polos
Vita sandals Sweatshirt & Hoodies
Attivo Slippers Pant & Joggers
Dynamotion Sports Bra
Shorts & Skirts
Trackwear
Tights & Leggings

KIDS TENNIS COLLECTION

1. APPAREL

● Polos
● Shorts
● Skorts
● Tops
● Dresses

2. SHOES

FILA COLLECTION
FILA SPONSORSHIP

What We believe

Fila has been associated with genuine European sport and luxury for more
than three decades. One of the most coveted brands in tennis, Fila became
well-known by spreading its impact outside the scope of certain events.
Building long-lasting relationships, the brand is committed to the lifetime
athlete and supports this platform. All sponsorships and activities aim to instill
a passion for the game. In its efforts to provide a pleasant first impression and
foster personal connection, Fila's concept is clear. With on-site retail, we
provide spectators with the same top-tier performance footwear, clothing, and
accessories as we do for players. In addition to offering hospitality
accommodations, we also set up personalized tennis lessons for participants.

Through its title sponsorship of many openings within the world, Fila remains
fully committed to its illustrious heritage sport, tennis. The Fila Fashion Show,
Fila's participation in the BNP Paribas Tri-Level Challenge, the Fila tennis
Flash Mob, private tennis lessons, and the Fila Family Zone, where families
can learn the game of tennis while receiving instruction from pros, are just a
few of the brand's recognisable personal touches that can be found at the
Sony Open in Miami, Florida, and the BNP Paribas Open in Indian Wells,
California. The US Men's Clay Court Championships in Houston, the
Campbell's Hall of Fame Championships in Newport, The Legends Ball in
New York, and the AEGON Championships in London are all events that Fila
will be the title sponsor of.
FILA IN INDIA

An unlisted private firm called Fila Sport India Private Limited was
established on February 22, 1993. It is a private limited business
with its headquarters in Delhi. Its entire paid-up capital is INR 1 lac,
and its authorized share capital is INR 10,000 lac.

Fila Sport India Private Limited is now in the process of being struck
off.

According to our data, Fila Sport India Private Limited's most recent
AGM (Annual General Meeting) took place on September 30, 2013.

There are three directors for Fila Sport India Private Limited:
Prasant Kumar Sengupta, Shiban Kishan Bakshi, and others.

Fila Sport India Private Limited's corporate identification number

(CIN) is U19202DL1993PTC052247. Fila Sport India Private
Limited's registered office is located at 204-206 .
DATA ANALYSIS AND INTERPRETATION