Decathlon

A small presentation of Decathlon Store located in Coimbatore.

1. Decathlon in Coimbatore Decathlon, 500 metres from Le Meridien , GS NO 716/2B & 717/2B, Neelambur Village, Sulur Taluk , Coimbatore – 641062.

2. About Decathlon Decathlon S.A. is a French sporting goods retailer . With over 1500 stores in 49 countries, it is the largest sporting goods retailer in the world. Decathlon started with a store in Lille , France in 1976, founded by Michel Leclercq . It started to expand abroad a decade later, to Germany in 1986, Spain in 1992, Italy in 1998, Portugal , the United Kingdom in 1999, China in 2003, India in 2009, Hong Kong in 2013, Malaysia in 2016 and Southeast Asia in 2012 and South Africa , Philippines in 2017 and Australia in 2018. The company employs more than 87,000 staff from 80 different nationalities.

3. Founder Michel Leclercq is a French billionaire businessman. He is the founder and owner of Decathlon Group , the world's largest sporting goods retailer. He owns 40% of Decathlon . As of April 4, 2019, Forbes estimated his net worth at US$5.2 billion.

4. Missions and Values Mission Our mission is to make sport accessible to as many people as we can. We would like to help, inspire and guide you through your sports experiences. We believe that being active and discovering new sports every day is an important part of a healthy lifestyle. Let's do some sports together, as together is always more fun!

5. Values Vitality Vitality is Life, intense activity, energy, drive and vigour. Our employees are full of vitality as they have, first and foremost, a positive mindset and are bursting with energy. They are enthusiastic, they love creating and innovating, and relentlessly strive to improve and make things around them change. Responsibility Being responsible is about making decisions and making sure they are acted upon. Our employees are fully responsible for their decisions, both in terms of their team and their customers. Responsibility is also about anticipating the challenges facing society and orienting our actions towards sustainable development. And it is also our responsibility to guarantee the safety of our customers and employees all over the world.

6. What type of store is Decathlon? Decathlon is a specialty store that specializes in sports goods.

7. Parent Organisation The Association Familiale Mulliez (AFM) is the Parent Organisation of Decathlon. Some of the companies that the AFM exerts control over are: Adeo (85 %): Hardware stores , DIY shops Agapes : System Catering Alinéa (37 %): Furniture Stores Aquarelle: Women's fashion Auchan (84 %): Hypermarket -chain Boulanger (85 %): Electronics stores Brice (100 %): Clothing for men

8. Branches Decathlon S.A. has over 1500 stores in 49 countries. In India there are about 70 stores and in Tamilnadu alone there are about 5 stores i.e, 3 in Chennai, 1 in Coimbatore and 1 in Madurai.

9. Unique Selling Proposition Decathlon’s USP is “ Everything in sports in affordable price” and their UVP is that they sell goods that can be purchasable by all classes of people i.e , they have products of different price ranges so that these products are made affordable to all. The starting price is from RS.19 which are cones and whistles.

10. Advertising Strategies & Techniques Decathlon does not do any advertising. They firmly believe in word of mouth marketing. In case of new Product introduction if their customer is really attached to their store, they would ask them to register in their website and they would notify them of the latest products of their interests. They also put Banners to notify them.

11. Employee’s role Decathlon believes in word of Mouth marketing and therefore customer relationship is very important to them. The Employees enquire the customer requirements and as per their request product's price, quality will be displayed & explained. There is no words of compulsion to buy a Product.

12. Factors affecting the Business a) Seasons - Seasons affect their business a lot. During summer they would expecting whole lot of customers. It is the same during the weekends & government holidays. Other than that customers are relatively low. b) Competitors - Other Sportswear brands such as Nike, Adidas etc c) Location - The store is located far away from city. This is a major disadvantage as people usually don’t travel a long distance just to buy a single product which can rather be bought from nearby stores.

13. Ecommerce Decathlon is also an online Retailer, providing Goods via Internet. The Price is the same as that of the Decathlon retail Store and shipping charges differ depending upon the Size and Weight. Shipping charges are free for lightweight Products that costs above ₹ 3,000 is free.

14. Handling Returns and Damaged Products Returns are accepted in Decathlon as long as the Products returned are in good conditions for resale. The time limit to return a Product is 15 Days. As far as the Damaged Products are concerned Decathlon repairs them in its Service section that is available in the Decathlon Store itself.

15. Employee Retention Although Decathlon believes salary will always be a determinant factor in an employee’s decision to remain in or leave your company, other factors are also at play. Having a strong and appealing company culture and investing money in the development and personal and professional growth of employees are also key to retaining them. The Salary is also quite good when compared with other Stores. For Decathlon, believing in your staff and developing your employees is an essential part of the business strategy. “If you put your staff first, they will give back to the company,” Michel Leclercq says. Indeed, the company culture of Decathlon is built upon this very idea.

16. Pricing Strategies and Price variation Decathlon follows Psychological Pricing strategy. The prices of the various Products in Decathlon remain the same throughout the year despite the changes in demand for those Products.

17. Products and Brands In Foreign Countries Decatlon sells various Brands of different Sports but in India due to FDI issues Decathlon has been permitted to sell goods that are manufactured in India only. Hence Decathlon sells only it’s own Products in India except for few sports. Cycling and its related Products:

18. Contd... Trekking and Hiking Running

19. Cont... Yoga and Gym Water Sports

20. Cont... Skates Electronics and Gadgets

21. Cont... Football and Clothes Skiing

22. Cont... Horse Riding Tennis

23. Cont... Hunting Swimming

24. Cont... Archery Support & Protection

25. Cont... Mountaineering Walking Shoes

26. Cont... Golf Fishing

27. Cont ... Other Brands Workout

28. Societal Marketing Decathlon follows Societal Marketing where the Company markets it’s values not only with Customer needs in mind rather taking the long term well being of the Society as a whole. They often conduct tournaments during weekends to promote their company.

29. STP Segment - Behavioural Segmentation as it target Sports enthusiasts Target group - Middle Class and Upper Class Positioning - Quality Sports goods in affordable price

30. Billing Section

31. THANKYOU