This SECRET Brand is KILLING Nike and Adidas in India? | Decathlon Business Case Study

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VIDEO INTRODUCTION:
Hi everybody,
If you are want to learn how to build a sustainable business in a hyper competitive market this episode is for you. If you are someone who wants to learn to to spot a gap in a crowded market this episode is for you!! Because the story that I am about to tell you today, is story of a brand that has beaten Giants like Nike and adidias in their own game in India!! While its competitors have star studded celebrities endorsement, this brand doesn't have any celebrity endoring them, doesn't have any tv ads running and yet it does more revenue in India than both Nike and Adidas combined!! This brand that I am talking about is none other than Decathlon!!! and you will be stunned to know that While Adidas earned a revenue of 1551 cr, Nike stood at 814cr, and Reebok stood at 417 cr, Decathlon alone earned a revenue of Rs. 2936 crore!
The question is, without a big fat marketing budget, without a celebrity endorsement, how on earth did decathlon crack the Indian market?
What are their business strategies that are accelerating rating their revenue at such a fast pace?
and what are the business lessons that we need to learn from the iconic rise of Decathlon in the Indian sports market?
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Опубликовано:

8 май 2024

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Комментарии : 776

@ThinkSchool 9 месяцев назад

Correction :12:11 Dmart stores are not rented. They are owned by the company. However,Decathlon stores are rented. Sorry for the error folks.

@chamartisreekar4671 9 месяцев назад

Happy to see it's been corrected

@Krishabh_Agrawal 9 месяцев назад

Not a fair comparison, they sale sporting goods and equipments which contributes major revenue.

@mytech3833 9 месяцев назад

about to reply and i see this comment!

@JSriRam26 9 месяцев назад

That's fine. But I disagree to this comparison. It like one guy fighting against 1000 guys. Decathlon will be a clear winner because it sells 1000s of goods from different enterprises. Adidas and other enterprises do not sell other company's products.

@prathameshshinde9112 9 месяцев назад

Very humble sir ... Keep going loveeeeee it ❤❤

@rp2914 9 месяцев назад

One more important factor is availability, before decathlon it was very difficult to find products of unpopular sports in India. But now it's way easy

@nishdev2438 9 месяцев назад

2 yrs back I wanted beach tennis set .I asked them after few days it came and they called me

@shivashishjaiswal9685 8 месяцев назад

I doubt that mate i. E baseball

@TheResurge-gq6nb 7 месяцев назад

@@shivashishjaiswal9685 No bro, I went to the Decathlon store in Ambience Mall, Vasant Kunj centre, they did have baseball equipment.

@ven657 8 месяцев назад

Post retirement I taught in a orphanage in Coimbatore. We had problem with sports goods. My friend approached decathlon for a bigger discount. The store manager said he wants to come over to visit the orphanage. Post that he donated 12 foot balls to the orphanage. Also they organised football tournament between orphanage and other nearby schools.

@nur4g516 6 месяцев назад

Man With a Really Big Heart💓💯

@sahildhokale 2 месяца назад

wow!

@anshumansahu1087 9 месяцев назад

For those who dont know most of the fabric for adidas comes from India. They charge only for the brand name ingrained in the cloth.

@NityaStriker 9 месяцев назад

We need our own global luxury brands to outcompete other global luxury brands.

@rohitshinde865 9 месяцев назад

Most of the fabric for decathlon comes from Bangladesh. Fyi

@anshumansahu1087 9 месяцев назад

@@rohitshinde865 Agree but if you see carefully many adidas clothings have "Fabrique de Inde" printed on them.

@adityaajit2120 9 месяцев назад

@@rohitshinde865so does for brands like Zara and H&M

@ChandranPrema123 9 месяцев назад

@@rohitshinde865yeah like 70% of Bangladesh Cotton comes from Indya

@vamsi8669 9 месяцев назад

The staff in Decathlon are amazing always had a good experience in the store

@AmarKumar-hc5yd 9 месяцев назад

Endorsement by celebrity is the most irrelevant thing today. Companies are wasting investors money for nothing.

@akshatchokhani 8 месяцев назад

There's still a very big mass who comes under the influence of these "influencers marketing".

@sourabhacharya9492 8 месяцев назад

imagine selling football jersey and not having footballer to endorse ….every brand , product is different . fashion brands need pop culture celebs because of their influence similarly for make up brand also …. Nature of business matters

@cavivekmehta3570 8 месяцев назад

Lol, that's not how the world works. You are watching this video, you can know better of the products. There's a very big part of the market that gets highly influenced by celebrity marketing. They blindly follow such celebrity ads. There are enough memes about Hema Malini on Kent RO ads, but the 1st brand you remember when Thinking of water purifiers is always Kent. You think they don't know they're being trolled

@Vinay-jg7yb 7 месяцев назад

@@cavivekmehta3570 You are wrong. Celebrities are not needed for marketing company products. Ex: Lalithaa jewellery, hotel trivago, Fogg perfumes

@sahastradhara 5 месяцев назад

Not at all, if a celebrity is endorsing you and you have a English name, then it does give you the impression that this is bread atleast isn't selling you local shoes from Sunday market. It allows you to wear the shoe without someone telling u Sunday market se liya Kiya?

@achyutsingh 8 месяцев назад

One more strategy: they have created various sports groups, cycling, running, trekking, soccer etc, and every weekend they conduct events for these groups, and every time u attend these events you end up buying more catering to the event. I ended up buying more cycling accessories after attending their cycling events

@adityanair7991 8 месяцев назад

It's FOOTBALL

@chamartisreekar4671 9 месяцев назад

Just a small mistake by you at 12:15 that you've said Dmart stores are rented as decathalon but Dmart always buys property and that's the reason they're not super scaled and present nearly 72 cities A small mistake but great casestudy❤

@divyahapani 9 месяцев назад

Noticed the same rewinded twice

@chamartisreekar4671 9 месяцев назад

@@divyahapani even I rechecked google before I commented and that wasn't expected from thinkschool but that's ok as many of us know that they're owned by dmart

@sanathhegde007 9 месяцев назад

Gr8 observation ... And absolutely bang on .... The secret of Dmart's profitability .... Buy the property and not rent it !!

@krushingitt 9 месяцев назад

Well dmart does rent the property my dad owns a shop and there's dmart next to it which is on rent

@hulahu274 9 месяцев назад

@@krushingittmust be dmart ready

@luhaarunk3085 9 месяцев назад

I absolutely love Decathlon. Have been buying all my winter jackets since last 3-4 years from them. Excellent, robust, durable, warm (jackets have temparature rating), and above all, a fraction of the cost. Also, their gloves etc. are all amazing. And you are right. There store layout, staff etc. all are amazing. Have bought multiple items without advance planning/requirement.

@myselfankitsingh 9 месяцев назад

1. Never sell to the customer. 2.always educate the customer. 3.alwyas allow the customer to freely use the product without disturbing them. Decathlon instruction for its employees doesn't it sound similar to what Apple Store does 🤔 are there any other companies do this? Thank You Think School for such a great business case study. I started making notes of your videos because so much information love it 🤗

@Bhavishya_est 9 месяцев назад

its the same like any sweet company asking for the free review of the mithai

@paragchole7343 9 месяцев назад

Ditto for insurance. They also educate n don't push to sell

@myselfankitsingh 9 месяцев назад

@@paragchole7343 bro can you elaborate that because i don't think so that insurace company don't push to sell yeah they educate their customers but sometimes they push to sell some plans which are not good for customers like endowment plans and some ulips . But you know i don't know much about them I want to know what you have to say because i might be wrong🤔🤔

@myselfankitsingh 9 месяцев назад

IKEA is one the examples they do they do somewhat similar.

@karthikksdp 8 месяцев назад

Starbucks. They don't ask you to leave after having your meal/drink, either directly or indirectly

@bowxfire5275 9 месяцев назад

Decathlon gave me the experience of luxury. I was a kid and It was the first time that i had gone to Decathlon and had seen something like it. Felt weird watching kids play everywhere. I thought staff was tired of telling kids not to play and would shut down or get a new policy or something. Then i went to another Decathlon store years later. In a different location too. I saw the same thing here and realized that staff was also helping kids play by getting ball when it goes below a shelf, helping someone skate. I realized that it was not a problem for them but infact it was a way for them to get kids to like their store. Leaving a Decathlon store doesn't make me feel guilty as if i stole something like i do after going to any store in malls and not buying anything. I guess it's a result of them not asking me to buy something but instead showing me how to use it. It got a permanent place in my heart right then and there.

@sangyajaiswal3338 8 месяцев назад

Couldn't agree more. As an Ex-Decath employee, I can assure you that Decathlon will keep on rising because of its amazing leaders, exceptional customer service & great work culture :)

@the_mcmartin 8 месяцев назад

Last year I visited Austria with family during peak travel season and while we were on a train to another destination, I saw a large number of people with rucksacks. All of them had Quechua rucksacks and hiking shoes on and I didn't see a single brand that was not from Decathlon. They make such amazing, durable and affordable products that it is hard not to turn away from them.

@upward_onward 8 месяцев назад

So true

@Vinay-jg7yb 7 месяцев назад

I heard that you buy any decathlon clothing and after buying you realise that size mismatch. You can exchange that at other stores in India and also in other country stores.

@theledialbo 8 месяцев назад

Another interesting point about them: Quite a lot of their RnD happens in France.. and in France they have an extensive testing program. The rnd department has a program where you can volunteer to test the product.. and they will lend it to you + pay you for your experience and feedback. A few friends I know in France used to do this during their masters days. Enough money to cover the weekend trips

@geethuvarghese9103 7 месяцев назад

Wow! That's cool. N come to think of it from a 'business perspective', they are making a 'bunch of local ambassadors' right there! Interesting tactic!! (In chess it would be annotated '!!',right there!)

@chinmoybora311 9 месяцев назад

Same goes for NIVIA too. Their gears and equipments from entry-level to professional level, are in par with the giants like Nike and Puma, and that too , at a very affordable price!

@TechnoAnkitIndore 9 месяцев назад

Bang on! Absolutely agree with the case study from my personal experience, I am also a big fan of Decathlon, just hope they introduce shoes with better sole like good year from Sketchers..

@Arnab1violin 9 месяцев назад

I remember going to the 1st store to open in Kolkata in sec v, I am an avid cyclist and I was so pleased to have such good cycles in their store. The quality and value is just astonishing.

@jashwanthguptha 9 месяцев назад

major learning from this case study. not wasting money on marketing ,spacious stores,educating customers instead of selling things ,making the customers to feel the product.the stores have the low price products at the entrance. innovative products and pricing flexibility that made the customer build the trust in the company building the stores.

@yogeshavl 9 месяцев назад

I'm a fan of Decathlon...buying products since 2016.... Running shoes, Hiking shoes, hiking pants, winter jacket, tent, socks, my daughter's scooter, helmet, roller skates and numerous numerous accessories repeatedly

@arnavtube 8 месяцев назад

@ThinkSchool, I am truly amazed at the level of research, story telling and detailing all packed in one. I want to see a case study on how you approach a case study. When can I see that episode?

@vipashapmehta 8 месяцев назад

Great video as always. Great content and very educative and informative. Think school, you are the best! Keep up the good work! Wish you all the best for all future endeavours!!!

@pradeepthedirector 9 месяцев назад

The very first time i happend to see decathlon store in hederabad near airport and i thought it was a place for rich people. But when i went inside and saw the stuff i was quite impressed with range of products and affordability of the prices. Now i regularly visit it . Great analysis by Ganesh

@helaljabel6629 9 месяцев назад

Really enjoyed their football shoes. Went on a training in Mumbai few years ago where i visited there store for the first time and bought the shoes. After coming back to Bangladesh even after 4-5 years later i still try to bring goods from decathlon when someone close to me visits india.

@1Himalayansoul 9 месяцев назад

Wow great analysis...👏 Connecting analysis to viewers past experiences is a nice way ...

@khyatiyadav3085 9 месяцев назад

Decathlon has cheaper alternatives that are actually high quality. I bought sports shoes from them 5 years ago used them for everyday use as well as gym and they are still in good shape.

@mallutornado 9 месяцев назад

Same here. Decathlon shoes I bought for 2000rs is still going strong even after walking 8 kms a day for couple of years. Looks like new now also after 6 years

@gs8941 8 месяцев назад

Very well done Ganesh. I agree. Decath has truly change the sports equipment market and has encouraged so many hopefuls to become enthusiasts and elites :)) Do keep up the good work.

@TheResurge-gq6nb 7 месяцев назад

Would be so delighted if Decathlon brings in experience kind of centers for individuals too, so that they can try a particular new sport they always wanted to, but somehow it's not popular or played in their community.

@sarveshpatki3758 9 месяцев назад

Nice work its quite detailed analysis and covers all the factors about the company.

@aryanmeshram24 9 месяцев назад

This is the best case study I ever listen

@anirbande4003 8 месяцев назад

This episode is really interesting and informative. Appreciate the research that has gone into creating the content. I have been to Decathlon stores in multiple countries and could relate to what has been described in the video.

@hydraofmalice4097 9 месяцев назад

Yes I am completely with you decathlon is my go to for sports except for badminton which is my main sport.

@amemes4957 9 месяцев назад

My childhood memory kicked in with your method of storytelling really loved it keep going

@TheResurge-gq6nb 7 месяцев назад

Respect to the Decathlon guys. It's a genius business model. I just kept smiling because I loved the way they understood their customers so well and ultimately cracked this user-based algorithm. Kudos!!

@sibaytc4022 9 месяцев назад

I have only visited once in Decathlon store in Guwahati. It was amazing experience. With very limited buget I just went there to experience atmosphere 😅. But I ended up buying 3,4 products. They're very affordable and the quality is superb. It feels like the quality is much more than it's price.. Lobe Decathlon.

@anshsingla845 9 месяцев назад

really nice and informative video can you please make a video on how do you research on a topic and bring such wonderful business case studies. I really want to learn this skill to explore more topics

@Tony-fp1zn 9 месяцев назад

I was always curiour how they managed to keep their staff's attitude right. As u said they never forces us to shop a particular product they educate and guides us. They are always with a pleasant attitude. Others should learn from their model of staff management.

@geethuvarghese9103 7 месяцев назад

Good job, bud.. A very informative video.. Keep doing what u do! Thanks. 😊

@Vanssyy_ 9 месяцев назад

I was searching for this only thank u❤

@capitaireconsultingprivate2340 9 месяцев назад

Awesome Case Study !! Keep it up Team ThinkSchool. Thank you !!

@warrior8017 9 месяцев назад

Those were the days 💙💙

@adityabenwalca 9 месяцев назад

🥹🥹🥹🥹🥹

@ashwathk 8 месяцев назад

Excellent case study... the staffs never try to sell and always leave the customers to make their choices making us feel empowered.. well highlighted by Ganesh!

@nareshcp30 9 месяцев назад

God bless you, I was about to comment to request about this case study thanks alot for sharing..!!

@mathematicsforyoungerpeopl9872 8 дней назад

There was always a hunger deep inside among ourselves.. for sports.. from the early stages of life.. look at the decathlon stores and u will agree that it provides us the environment to play sports and make it a priority .. a very good video Think School and Mr Ganeshprasad. The only video I was looking for on RU-vid for the study of decathlon and trust me it's the best video ❤

@muditgaur7139 9 месяцев назад

Excellent analysis, wonder how you manage to curate such information, like selling strategies and salesmen profiles. 😅

@kingdeekshith7252 9 месяцев назад

First time in mylife I am see a Decathlon #ad in video of RU-vid

@Growandgain1 9 месяцев назад

Can we have a round of applause for the editor who has nailed such beautiful animations in this video. Anyways, love from grade 9 boy in Mumbai.

@Growandgain1 9 месяцев назад

Thanks for hearting my comment thinkschool

@prayagtamboli5674 9 месяцев назад

One reason could be store locations, as it's far away from the mainland of the city so once a customer reaches there and after visiting at psychological level their mind encourages to buy atleast something because they traveled too much and second reason could be because store location is far away from the city so rental cost is low.

@nbmh360 9 месяцев назад

Whenever i go to a store I tell the salespeople no need to accompany me unless i couldn't find what I'm looking for and they always insist that they want to help. But when i said the same thing in decathlon the salesman just left me on my own and i walked through every section of the store and ended up buying way more than what i went for. After 4 years i still use those products.

@rohitraj-ig8to 9 месяцев назад

Great video once again by Think school, however I would like to add that I have visited decathlon store in Kochi and whichever product I checked was made in China and not India.

@mathewrajan8514 8 месяцев назад

I was super psyched when decathlon opened up in Cochin, way back in 2013 . Just went there for a casual look , ended up buying a rockrider 5.1 cycle . I just loved the whole idea of DIY and a one stop shop for everything sports .. excellent quality stuff. Still use it , almost all my clothes which have lasted 10+yrs are all decathlon ones. Only gripe nowadays is the spares for cycles have come down drastically atleast in the hosur road one in blore.

@nageshkumar2256 9 месяцев назад

I like your videos. Knowledge on overview of complete industry. Great job!

@Abahoalex840 9 месяцев назад

wonderful as usual. Your videos make me look good in front of my Indian friends and bosses. Much love n gratitude from Kampala, Uganda. Namaste, Asante Sana.

@mohammedmakeen9132 9 месяцев назад

Informative and short video love it

@user_01288 8 месяцев назад

Let's take a moment and appreciate the quality of content this man provides!✨ Also whenever I think I know a lot about world..I listen to your videos and my heart tells me 'YE DIL MAANGE MORE!' Thankyou!❤

@warrior8017 9 месяцев назад

Good old days ❤❤

@yogeshsingla131 9 месяцев назад

Great video! I appreciate when the credit is due. Absolutely well researched and fantastic video.

@HavishG 8 месяцев назад

Anytime i watch a casestudy on any channel, I make notes. But this video was so good that I just kept watching it untill the last section where he personally tells the lessons.

@sumitkothawade8810 8 месяцев назад

The expertise and research Too good 👏

@krishnabhutada3983 9 месяцев назад

Very well explained!

@bendivanitha7211 9 месяцев назад

Extremely superb... Vedeo thanks for your valuable content sharing.

@saralkaur2932 9 месяцев назад

Thanks for this case study :) loved it...

@piku341 9 месяцев назад

One of the best and easy to understand video ......👍

@sayantanpal1991 9 месяцев назад

I use tennis and swimming gears from Decathlon and is really value for money.

@simplysuperb8957 9 месяцев назад

Fabulous details, thanks for the efforts.

@anand03it33 7 месяцев назад

My first product from decathlon was football boots. I was really blown away by the quality of those. It even lasted quite long as well. Have been a decathlon customer ever since.

@prabhatjha4902 9 месяцев назад

I worked in Decathlon and you are correct almost 95%. I have been learning from your video for the last 2 years. And now I am confirmed that my learning is in a good hand

@user-sj4ng3fo4k 8 месяцев назад

One of the best case study.. hats off to the team who worked on such case study..

@VangalaSaikiran 9 месяцев назад

Thanks for making this video bro, i had commented to do a case study of decathlon long back ago ❤

@pallabbanerjee 8 месяцев назад

Nicely presented as always

@Adi-bw2ho 8 месяцев назад

This definitely has to be the most informative and structured business video, I have ever seen.

@jaydeepbanerjee1134 8 месяцев назад

I have a shoe size of 12 and finding shoes for this size is very difficult. Previously we used to place orders at physical Adidas or Nike showrooms(2008 ) in our city ranging from 3k upwards and the shoe will come after 1-2 weeks. I was and is not a sports person but truthfully the shoes were simply good but were not very long lasting. Back from 2015 I started buying shoes from decathlon. They have the size , variety and they are affordable and ya the shoe I got from them back in 2015 is still in use. The simple rule I felt they have is great quality with a justified price.

@gerrymathew 8 месяцев назад

Excellent Videos. Very Informative Strategies by Market players explained well & simply

@khanlenkhongsaikhanlenkhon8974 8 месяцев назад

As always ... This channel so insightful

@pratiknaik9113 9 месяцев назад

Excellent case study

@palkihatangadi3986 8 месяцев назад

Just an off thought but 2007-08 was when large suburban apartment complexes with whole host of sports facilities became common. Hence the number of "beginners" exploded, both kids and parents found it easy to just use the facilities within their apartments. Decathalon came in at that perfect timing.

@ayushibung9668 8 месяцев назад

Nostalgic, hearing the childhood story 🥹 Great case study and presented amazingly as always! 💯

@good-tn9sr 8 месяцев назад

@palkihatangadi3986 8 месяцев назад

Remember when there was only one store in the country in Sarjapur...our family and any visiting relatives would do a Sunday drive to the store and spend a lovely morning shopping and trying out things at Decathalon.

@shridharsawant531 9 месяцев назад

Next, make a case study on YKK they also tapped the unorganized market of Zippers and now make $10b annually.

@risingsun9064 9 месяцев назад

This was spot on. Growing up, I never had access to the sports equipment I wanted to try but Decathlon has definitely made it easier to get into sports.

@geethuvarghese9103 7 месяцев назад

True.. I was amazed as well. His vocalisation was damn good,I must say! 😊

@deespace3744 9 месяцев назад

I still think they need to increase their stores , because before this video I didn't know any such thing as decathlon existed, even till this day I buy sport's equipments from near by chacha's store.

@ghamindia 9 месяцев назад

Quality of decathlon products are awesome, durable and pocket friendly.

@DataNarrator 8 месяцев назад

we want to learn how you make these analysis and case studies please come up with the course for that.

@fabroy6993 8 месяцев назад

Nostalgic childhood story and as always your presentation is awesome

@Alfred-Bobby 9 месяцев назад

I have been using Decathlon products for 7 years and i would still prefer this brand over all other sports brand .It has high durability,,warranty and comfort

@triplebagel421 8 месяцев назад

Great very informative. Would be great if you make some cases on Schneider electric

@parthajana3004 9 месяцев назад

most imformative 17 min of my day . Rather than watching 34 reels of 30 sec its worth infinite time more than those ❤❤❤❤❤

@Big_Boss_Ke 8 месяцев назад

Sir your video is very helpful for both exam perspective and Business 🔥 Your video on Green Revolution and irrigation prolem in india was the best which helped me in my exam 😁 This channel is my fav of all time in internet👍 People who are new here you are lucky enough that u have found haven in RU-vid ... Enjoy 😍

@avinashpoojary2970 8 месяцев назад

Loved this casestudy. Thankyou

@hazy76 9 месяцев назад

True. Their representatives don't sell to us and are there to help us and would also recommend a cheap product.

@hrisikeshbhattacharya5467 8 месяцев назад

Was part of decathlon membership program in Bangalore, way before people even heard of the store. I still own a rockrider 5.2 back from 2012, still runs perfectly fine. Decathlon is a good brand for middle class folks who can’t afford Nike, canondale and stuff. Decathlon makes really good low cost and mid level sports equipment. But if you are a professional or semi pro, you have to stick with the traditional brands in that sport.

@PhaniRajak 8 месяцев назад

giving good products is good business model that wins hearts , great case study thank you

@harshaler2629 8 месяцев назад

Well researched content

@adityaagrawal92 8 месяцев назад

Bro amazing video and very deep working. You and your Team have given a complete new insight on this business thanks.

@mayurnayudu3376 9 месяцев назад

Because of decathlon..people of all ages and back ground would like to try sports. It has made it a common thing. I think decathlon has brought a small cultural change. Congratulations to them and us 👍

@user-km9cy3ff1s 8 месяцев назад

Very good Analysis. Impressive.

@MB-it6bp 9 месяцев назад

Another great content brother.

@SanthoshSanthu-sd5oc 8 месяцев назад

It's a great video ,of course, the Decathlon materials are categorized from middle class to upper class, quality is really good as I have been using them for 8 years and executives are sports enthusiastic> Worried part is why Indian Entrepreneurs are not building these kind of business.

@Sontash1993 9 месяцев назад

Amazing explanation

@adityasarawgi4307 9 месяцев назад

I have been decathlon several times and all the points you mentioned are correct but the one thing which completely stands out is their support staff they are actually very very helpful and are not trying to sell you anything. ShoppersStop too have a great store and great product range and almost everything they have is good but their salesmen are the worst they literally follow you every and every time I am there I have to tell them to go away. That's why I love going to decathlon.