...Nike and adidas are sportswear companies whose products are very popular around the world, while Nike has the upper hand in sales and sponsorships, Adidas is growing. Adidas owns Reebok, Taylor Made golf company and Rockport. Nike owns the Jordan Brand, Umbro, Hurley, Converse and Cole Haan. "Nike", the name came from the Greek name for the almighty Goddess of Victory. The company was originally named "blue ribbon sports". The name "Adidas" is a juxtaposition of the company founder Adolf Dassler's nickname-- Adi Dassler. Adidas' motto is "Impossible is Nothing" or "all day I dream about sports". Nike's motto is "Just do it". Adidas' sport section has a three stripe design; Nike has a "swoosh" symbol. Adidas' "Originals" brand has a "Trefoil" design. Nike initiated as a brand focusing on track and field while Adidas' primary focus was soccer. Both these companies have expanded enormously ever since and are the two most notable brands in any field of sports. Adidas believes in providing equipment for every sports present including boxing, table tennis, wrestling and gymnastics, without giving significant importance being the leader, while Nike believes in a more focused approach, dealing in the most popular and the most followed sports, making sure it's the most dominant force present. There are some perceptions that Nike is slightly more overly priced than it's German rival however there are no studies conducted which prove this. Some people also consider Nike to be more...
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...The two companies of Nike and Adidas want to be able to reach a goal in increasing revenues and take on a direction that will lead them to success. First of all, I will be explaining about Nike’s vision and what they plan on doing to reach their goal. Second, I will be talking about what Adidas plans on doing in reaching their goal. The goals of the two companies are really important because it will help us determine their business planning and strategies which will help them become a successful company in reducing competition. Nike Nike is planning on increasing its sales and will increase their sales by apparel investment, locations, and focusing more on the consumer. Nike plans to quadruple its apparel investment on the innovation side over the next five years (Ryan, 2010, p. 12). Nike wants to be able to overall boost sales and continue growing. The first step in increasing sales will be by the overall investment on apparel. From a strategy perspective, Nike has centralized its apparel team around the world and is reducing the number of styles, vendors and materials used to focus on top-selling items which include t-shirts, track jackets, etc (Ryan, 2010, p. 12). Apparel investment is one of the main goals for Nike; however, there are still many other growth opportunities that will help Nike with increasing sales. Furthermore, the company plans to grow the Nike brand through expanding it to more locations. Nike’s retail strategy in the U.S. is to run a small number...
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...Nike and Adidas Strategies Joyce Powell DR. Jean Fonkoua Bus 508 May 28, 2015 Nike and Adidas Strategies Compare and contrast the promotional strategies used by two different companies for a similar product within the category that you selected. The main purpose of this paper is to compare and contrast the various marketing, by Nike and Adidas, two of the world’s best sports companies. Nike and Adidas are involved in major athletic apparel. According toDermesropian, Drage, Grigaite and Lopez (2004,p.15) Nike focus on innovation and emphasis on their research and development department in order to be profitable in the long run and they do their best to produce footwear, apparel and athletic equipment that reduce or eliminate injury, help in athletic performance and maximize comfort. Nike operation in the USA, Asia Pacific, Europe, Middle East, Africa and the American regions trying to reach as many customers as possible. Nike business level strategy is a combination of the best cost provider and broad differentiation strategy, but more emphasis is put on the best cost provider strategy. They believe and confide heavily on strategic outsourcing and most of their products are manufactured outside the United States. One of the main reasons behind their success following the cost leadership strategy is their extensive network structure that allows them to cancel their alliance with any company that fails to maintain their standards. The team member work very closely...
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...Ömer Dündar Kan Bilgi University ADIDAS vs NIKE The comparison of Adidas & Nike in terms of brand elements is below: 1. Memorability is the recognition and recall of the brand. Adidas: Because the name of the brand has come from the name of the founder “Adi Dassler” who is known as a strong, positive and high quality shoe maker; the brand is also recognized as strong, positive and high quality. The brand is also remembered with its 3 striped-logo. Nike: The brand was launched after the brand “Blue Ribbon Sports.” The meaning of “Nike” is “The Greek goddess of victory” which associated with sports by Nike. In addition, the brand is also recognized with its simple logo which promotes victory and winning. 2. Meaningfulness is awareness, descriptive and recognition of the brand. Adidas: As i mentioned before the brand is recalled as strong, positive and high quality. Besides, its logo is associated with challenges and goals. This is why its products are the tools for these challenges. Nike: In the sports; competition is one of the most important things between the athletes and the brands. That is why a sport company Nike has used meaningful objects as a brand name and brand symbol. The brand name means “the Greek goddess of victory” and the symbol is a wing which promotes victory and pace. 3. Likability is how much the customers find the brand aesthetically. Adidas: The brand’s logo is simple which is 3 stripes, and is using only...
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...Adidas nike case study - Document Transcript 1. VS1 2. A COMPARITIVE ANALYSIS OF MARKETINGSTRATERGIES FOLLOWED BY NIKE AND ADIDAS TEAM MEMBERSANUPAMA VENU 09014CLAES JOTORP 09126DEEPAK TUSHIR 09032GUSTAV TENERZ 09128SAIRAM KRISHNAN 09088SANJAY SHARMA 09090SUNANDA SURESH 09112 2 3. INDEX1. INTRODUCTION 1.1. BRIEF ANALYSIS OF INDUSTRY 1.2. BRIEF DEFINITON OF INDUSTRY 1.2.1.TRENDS IN THE INDUSTRY 1.2.2.MARKET ANALYSIS 1.2.3.MAJOR PLAYERS AND MARKET SHARES 1.3. MAJOR FORCES SHAPING THE INDUSTRY 1.3.1.PORTER S FIVE FORCES 1.4. PREDICTION FOR 2009-2010 1.5. THE COMPANY AND MAJOR PRODUCT LINES 1.5.1.BRIEF HISTORY OF COMPANY 1.6. FLAGSHIP PRODUCTS, MAJOR PRODUCT LINES, RECENT FORAYS 1.7. HISTORY OF THE BRANDS2. MARKETING STRATERGY 2.1. CUSTOMERS 2.2. COMPETITORS 2.3. COLLABORATORS 2.4. COMPANY 2.5. CONTEXT 2.5.1.TECHNOLOGY 2.5.2.SOCIO CULTURAL 2.5.3.ECONOMIC3. SEGMENTATION, TARGETING, POSITIONING 3.1. MARKET SEGMENTATION 3.2. SEGMENTS TARGETED 3.3. POD S AND POP S 3.4. VALUE PROPOSITION 3.5. POSITIOING 3.6. EVOLUTION AS A BRAND4. MARKETING MIX 4.1. PRODUCT 4.2. PLACE 4.3. PRICING 4.4. PROMOTION5. ANALYSIS REPORT 5.1. CUSTOMER SURVEY 5.2. MARKETING STRATERGIES 5.3. PORTER S GENERIC STRATERGIES 5.4. CREATING VALUE 5.5. CAPTURING VALUE 5.6. SUSTAINING VALUE6. REFERENCES 3 4. INTRODUCTIONBrief Analysis of IndustrySport is an integral part of modern contemporary society. Sport has always been associatedwith discipline, dedication and perfection and hence sportsmen have always...
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...Compare and Contrast Nike vs. Adidas Sportswear companies like Nike and Adidas, have made many products throughout the world that are very popular and continue to grow in their reputations of being the top two leading companies in the sports industry. With many fans for both sports-related companies, the numbers and popularity continue to rise, and live up to their high admired feedback. According to Global Market Shares, Nike is sitting at 31%, while Adidas is estimating about 16% of footwear status. The purpose I will be showing in this paper is the comparison and contrast which include the terms of quality of product(s), the prices, marketing and advertising. Nike, Inc., an American corporation originally known as Blue Ribbon Sports or BRS was founded by Philip Knight, a track athlete at the University of Oregon, and his coach Bill Bowerman in January 1964. Bowerman, who also attended the University of Oregon in his early days, and also achieved his career by winning two gold medals in the 1960’s Summer Olympics; he wanted to make his own pair of Nike shoes for him, but claimed they were Phil Knight’s, one of his athletes he was very proud of. By 1974, Nike Inc. was officially registered and became the new big thing with the millionaire dollar money slogan of “Just Do it”. Adidas is a multinational corporation based on European designs and manufacturers. It was founded in the year of 1948 by a man named Adolf Dassler, who fought in WW1. After arriving home, he received...
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...large Simmons bed… My family is a regular waged family in China. 20 years ago when I was born, the family didn’t rich enough to have any product made by international manufacturers. 20 years passed, with the social development, people’s living standard is improving. International manufacturers’ products and their influence are showed in my family’s daily life. I will use sport brands as an example, to figure out how the international manufacturers’ marketing programs and activities change the life of me and my family. In recent years, with the increase of residents’ economic capacity and concept of consumption, the sales in China and the proportion of sales in China and the total turnovers of two giant international sport brands, Nike and Adidas, growing continuously. Every year, the two giants launched advertising campaign and they put more than 100 kind new products to Chinese market. On the other side, after 2007, with more and more Chinese basketball player near NBA and the downturn of Chinese football, basketball gradually replaced football and became the No.1 sport among teenagers. A group brands who use basketball equipments as the...
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...the strategies of two companies from the same industry. The strategies of Nike and Adidas have been compared from the textile industry. Nike and Adidas both specialize in footwear, apparel and accessories and their competition is intense as Nike is the market leader and Adidas is the market challenger. The topics in this assignment cover critical incidents of both Nike and Adidas that occurred in the past and the comparison between both their strategies as well their future plans. This assignment shows us the influence the strategy has on the success or failure of companies and how companies craft sustainable strategies that help them to retain their position in the market. Table of Contents Page 1.0 Introduction 1 2.0 Literature review 1 3.0 Backgrounds of Nike and Adidas 2 3.1 Company overview of Nike 2 3.2 Company overview of Adidas 2 4.0 Critical Incidents that occurred in the past 3 4.1 Critical incidents that affected Nike 3 4.2 Critical incidents that affected Adidas 5 5.0 Comparison of the strategies of the companies 8 5.1 Strategies of Nike 8 5.2 Strategies of Adidas 9 5.3 Comparison of the strategies of Nike and Adidas 11 6.0 Future plans of Nike and Adidas 13 7.0 Conclusion 14 8.0 List...
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...Nike: Nike produces a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, base layers etc. for a wide range of sports including track and field, baseball, ice hockey, tennis, association football (soccer), lacrosse, basketball and cricket. Nike sells an assortment of products, including shoes and apparel for sports activities like association football,[18] basketball, running, combat sports, tennis, American football, athletics, golf and cross training for men, women, and children. Nike also sells shoes for outdoor activities such as tennis, golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other athletic and recreational uses. Nike is well known and popular in youth culture, chav culture and hip hop culture as they supply urban fashion clothing. Adidas: Running Adidas currently manufactures several running shoes. Football (soccer) One of the main focuses of Adidas is football kit and associated equipment. Adidas also provides apparel and equipment for all teams in Major League Soccer. Adidas remain a major company in the supply of team kits for international football teams. Adidas also makes referee kits that are used in international competition and by many countries and leagues in the world. Tennis Adidas has sponsored tennis players and recently introduced a new line of tennis...
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...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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...BRAND IDENTITY PRISM Brasnd Identity Prism KAPFERER brand identity diagram as a six-sided prism Constructed Source/Sender Constructed Receiver * Physique according to him is the basis of the brand. * E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” * Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” * Relationship is the handshake between consumer and the organisation. * Eg. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract youth. * Self-image is what the consumer think of himself. * E.g. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world. * Culture symbolizes the organization, its country-of-origin and the values it stands for. * E.g. traditional brands like balsara, dabur and zandu. * Relationship is the handshake between consumer and the organisation. * E.g. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract...
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...Performance Evaluation (Feb, 2012 -Jan, 2014) Performance Evaluation (Feb, 2012 -Jan, 2014) Key Statistics (Vs Major Competitor) Key Statistics (Vs Major Competitor) Introduction NIKE, Inc. is an American multinational company that is involved in the athletic industry. The company focuses on the branding, marketing, designing, and development of several athletic equipment, shoes, and apparel. It is one of the world’s largest supplier of athletic shoes and apparel with the Jordan Brand being its biggest name brand. The NIKE swoosh is valued at around $10.7 billion, and is one of the most valuable brand among sports business. Stock Performance Looking at the three measures of risk adjusted performances shows that Nike as a stock has been for the most part successful in its performance. The Jensen’s Alpha of a 1.18 shows that Nike has outperformed the market. On the other hand, the Sharpe Ratio of Nike as a 0.27 illustrates that as an individual stock it has also had a good performance since Nike would earn an annual risk premium of a 0.27 per 1 percent of portfolio total risk. The positive 0.27 ratio is representative of a good performance, but when compared to the S&P 500 Sharpe Ratio the Nike stock appears to have been underperforming against the market. Finally, the Treynor Ratio puts Nike outperforming the...
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...Nike Case Analysis 1 Nike Case Analysis Contents I. Introduction............................................................................................................................................................3 II. Conclusions of Nike Core Marketing Strategy .......................................................................................................3 2.1. Pros: ............................................................................................................................................................3 2.2. Cons: ...........................................................................................................................................................3 2.3. Risks: ...........................................................................................................................................................3 III. Nike Core Marketing Strategy ...........................................................................................................................4 3.1. IV. Core marketing strategies .........................................................................................................................4 SWOT analysis .................................................................................................................................................6 4.1. 4.2. Weakness ..................................................................
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...Stock Analysis- NIKE (NKE) Nike, Inc. is a company focus on design, development, worldwide marketing and sale of a wide range of athletic footwear, apparel, equipment, and accessory products. It sells its products through NIKE-owned retails stores and internet websites (direct to consumers), and through independent distributors and licensees, such as footwear stores, athletic specialty stores and department stores in nearly 200 countries around the world. The company’s target consumers are men, women and kids. It lays considerable emphasis on innovation and high quality construction in footwear products. Running, training, basketball, soccer, sport-inspired casual shoes, and kids’ shoes are the company’s top-selling product categories. It faces competition with numerous athletic and leisure shoes, apparel and equipment companies, such as Adidas, Puma and Reebok. The company was established in 1964 and is headquartered in Beaverton, Oregon. In 2003, NIKE acquired competitor Converse but left it as a separate operating company for the purpose of not losing the brand’s popular name. The company acquired Starter in 2004 and Umbro in 2008. As of 2013, NIKE owns two key subsidiaries: Converse Inc. and Hurley International. Nike, Inc. is closed at $75.51 as of Oct. 28th, compared to $58.02 of its closest competitor ADIDAS (ADDYY). The 52-week low price of NIKE is $44.83, and its 52-week high price is $76.49. The number of shares outstanding is 889.56 million. Besides...
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...Founded in 1962, by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon sports, now named Nike Inc., is a $10.7 Billion brand and is arguably the most valuable brand among sports businesses. Consistently ranked one of the best places to work, Nike has created a corporate culture rich with employee loyalty and team spirit. Keeping with the sports theme and culture Nike’s red swoosh is all throughout the company facilities, the corporate head quarters is called campus, employees are called players and coaches, and the meetings are even called huddles. Nike asks it players (employees) to work by two principals above all others, “Honesty first, and competition second. Compete with yourself not your colleagues.” Nike’s leadership and top management style can be characterized by the team management approach. This style of leadership leads to relationships of trust and respect. As the website states, “At NIKE, Inc., we believe that a talented, diverse and inclusive employee base helps drive the creativity that is central to our brands. Our employee base includes a broad range of functions and roles globally, from brand and category experts to footwear designers and retail workers, from specialists in logistics, customs, tax and trade, to distribution-center managers and many, many more.” (nike.com) Adidas is a German multinational corporation that designs and manufactures sports clothing and accessories based in Herzogenaurach, Germany. The company was...
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