Published by MBA Skool Team, Last Updated: February 16, 2019
Marketing Strategy of Decathlon analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Decathlon marketing mix, help the brand succeed.
Decathlon marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Decathlon Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Decathlon Product Strategy:
The product strategy and mix in Decathlon marketing strategy can be explained as follows:
Decathlon is one of the leading sports apparel and accessories brands in the world. Its marketing mix product portfolio includes sports equipments, accessories, clothing , footwear and much more. There is a wide collection of products for all the sports including football, baseball, basketball, cricket, badminton, etc. Decathlon also has all the items for less popular sports like archery, billiard, darts, field hockey, roller skates, volleyball and even scuba diving. Not just men, there is a separate and diverse section for women and kids as well. The variety and abundance of products is such that sometimes there is a problem of plenty. Decathlon also offers products from its own brands like Artengo , Domyos, Kalenji, New Feel, Inesis, Oxelo and many more.
Decathlon Price/Pricing Strategy:
Below is the pricing strategy in Decathlon marketing strategy:
Decathlon brand aims to encourage sports all over the world.
So, it makes sure every sporting gear is available at affordable prices. It has consistently maintained its low prices by not compromising with quality. This is because of the optimization of internal processes in design and logistics. Cost leadership, along with decent quality is the core competency of this brand. Decathlon keeps its prices around 20 percent lower than its competitors.
Following is the distribution strategy in the Decathlon marketing mix:
Decathlon has over 800 stores worldwide, which speaks volumes of the immensely distributed network it has. In Spain itself, it has over 100 stores and logistics centers. The local centers are situated in Getafe, Sevilla, Martoller, Pamplona and Villfranca. These local centres supply to all the Spanish stores. However, the stock in these centers in low as they are not warehouses. It has three outlets in Singapore- Joo Koon, Chai Chee Road and City Square Mall. Decathlon plans to open the biggest outlet in Singapore in Kallang in 2019. For online purchases, these centers are responsible for carrying out transportation and delivery. Due to its efficient logistics and distribution, it has been able to maintain its 72-hour delivery time target.
It is sometimes referred to as “The Ikea Version of Sporting Goods”.
Decathlon Promotion & Advertising Strategy:
The promotional and advertising strategy in the Decathlon marketing strategy is as follows:
Decathlon promotes itself as an innovative brand with a high product-quality relation. It uses its R&D to cater to consumer needs and communicates this to its users. Decathlon group has the third largest Research and Development facility in France. The affordability factor with that quality is the differentiator in Decathlon. All its distinctive features are portrayed through institutional publicity. It also heavily promotes self-owned brand in a way which describe its constant thirst for innovation. These brands are exclusively available at Decathlon stores. The unique customer in-store experience, where people can spend time knowing more about the sport and enjoying their time is the differentiator, the unique selling point of Decathlon. This USP is highlighted in its promotion campaigns. This concludes the Decathlon marketing mix.
Decathlon is one of the biggest sporting goods retail companies in the world. It was founded by Micheal Leclercq in 1976. Michel Aballea and Osvaldo Fusardi are the CEO and COO respectively.
It has more than 87000 employees, as reported in the year 2017. The first Decathlon store was constructed in Lille, France in 1976.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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