...1. History of the Puma & Reebok companies 2. Marketing Analysis: SWOT analysis 3. Advertising strategy 4. Consumers' information 5. Conclusion History Brand Origins The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler, in Herzogenaurach Germany.Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold or the USA at the 1936 Berlin Olympics. After World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi in corporated as Adidas. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. [pic] Brand Name Origins [pic] The leaping puma also symbolizes combination of speed, power, and elegance often exhibited by professional athletes. The Puma logo is a symbol of the fierce rivalry between the two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive...
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...order to increase their awareness, meet their needs and wants, and also capture new customer’s value. General background Footwear Industry: The global footwear market is highly competitive and fragmented with a few major companies and many smaller players. (Global footwear market report, August 2009) In 2010, Singapore Footwear Market reached S$635 million. Nike background: Nike, Inc is the world leader in athletic, casual and leisure footwear sales for men, women, and children. Running is Nike’s biggest category, generating $2.8 billion in annual global sales. It operated 232 retail stores internationally in over 200 countries. (http://www.nyse.com/listed/nke.html) Nike’s main competitors are: Adidas AG, Reebok, Puma AG, Asics Corporation and others. Macro environment and significant influences: The recovery of global economy is along with the stable development in Asia Pacific economies. The coming of sport events: Olympics, Asiad, Seagames and running events in Singapore GDP growth to be at 5.5%, CPI inflation is expected to remain 2.5% and 3.5% in 2012, the raise of resident income The awareness of heath care is increasing in the social lead to the number of people walking and jogging is going up * All...
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...ui Table of Contents PART I: DESCRIBE TWO PUBLICLY TRADED BUSINESS RIVALS…………………..3 Question 1…………………...……………………………………………………………3 PART II: OPPORTUNITY……………………………………………………………………..4 Question 1…………………………………………………………………………….…..4 Question 2………………………………………………………………………………...5 PART III: INDUSTRY ANALYSIS……………………………………………………………6 Question 1………………………………………………………………………………..6 Question 2………………………………………………………………………………..9 Question 3………………………………………………………………………………..9 Question 4……………………………………………………………………………….11 PART IV: STRENGTH ASSESSMENT……………………………………………………..12 Citations…………………………………………………………………………………………13 PART I: DESCRIBE TWO PUBLICLY TRADED BUSINESS RIVALS 1. What two publicly traded business rivals is this paper about? Give their Corporate addresses. Describe the businesses in which they compete against each other. What industry are these businesses competing in? Nike Inc. and Adidas AG are the two largest and arguably well known sportswear companies in the world. Both companies compete against one another in the numerous industries including the athletic footwear industry. Nike Inc. is in itself the world’s largest athletic footwear supplier, holding an astonishing 50% of a 20 billion dollar global industry (S&P, 2010) and 40% of the US market (IBIS, 2010). Nike powers its massive lead on the market with innovative technology and product creation often bringing all new ideas and offerings to the market before any other...
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...NIKE Most of training Shoe Company sees that Nike is the "king of the training shoe company". So they study why it is the biggest training shoe in the world??!! To answer this important question, they need to treatise several main points: 1. The history of the training shoe. 2. Nike manufacturing strategy. 3. Nike out sourcing and marketing strategy. Introduction Training shoes are a global product, that is the same shoe are bought around the world. Global sales were worth $17 billion in 1998. Just three companies dominate sales of training shoes worldwide: US-based Nike, and Rebook, US-owned, and Adidas, which is German-owned. Of the three, Nike is the biggest. [B200/keep on running p6] These are nearly numbers of UK purchasers of sports footwear for casual/general wear in the 12 months to march 1998(source: Mintel international Group Limited Sport Footwear 1998). [B200/keep on running p12] | | | |POPULATION PERSENTEG |Ages | |39 |ALL | |47 |Men | |33 ...
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...acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course. Student's Signature: Brizaida Ribalta, Jessica Halsey and Shereen Hijazi ***************************************************************** Instructor's Grade on Assignment: Instructor's Comments: Table of Contents Executive Summary 4 Company Description 6 The Origin of Nike, Inc. 6 Today’s Nike 7 Mission and Goals 8 Core competencies 10 Situation Analysis 11 Macro-Level External Environmental Factors 11 Competitive Environmental factors 12 SWOT Analysis 15 Competitors 16 Reebok 16 Adidas 17 Puma 17 Target Market 19 Segmentation 19 Target Marketing 19 Marketing Mix 20 Product Strategy 20 Distribution Strategy 21 Promotion Strategy 21 Pricing Strategy 24 Customer Relationship Management 24 Budget and Monitoring 26 Summary and Conclusions 28 List of References 30 EXECUTIVE SUMMARY Nike is a leader in sportswear providing high quality innovative products. Our mission is to continue pushing boundaries with innovation thinking and product development. We create products for...
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...Footwear Industry Local Vs Global Footwear Industry Local Vs Global A Secondary Research and Analysis on Local and Global Brands in the Indian Footwear Industry Submitted to: Prepared By: Chirag Bansal Deepti Tripathi(IMT-G) Saurav Mishra (IIM-L) Contents 1. Industry Highlights………………………………………………………………………………………………………3 2. Timeline of the Global Footwear Industry……………………………………………………………………....4 3. Categories in Footwear Industry………………………………………………………………………………….… 6 3.1. Trends…………………………………… ……………………………………………………………………………6 4. Porter’s Five Force Analysis….………………………………………………………………………………….8 5. Market & Competition Analysis……………………………………………………………………………12 6. Success Factors of Global Brands Vs the Failure Factors of the Local Brands………………......17 7.References………………………………………………………………………………………………………………………19 1. Overview FOOTWEAR INDUSTRY SPECIFICS: Primary activities of industry: | Major products and services in industry: | • Athletic shoes manufacturing• Ballet slippers manufacturing• Children's shoes manufacturing• Cleated athletic shoes manufacturing• House slipper manufacturing• Infants'...
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...Dorothea Case Study 1 Converse: Shaping the Customer Experience 1. What are some examples of the needs, wants, and demands that Converse customers demonstrate? Differentiate these three concepts. Converse’s customers needed shoes that weren’t just seen as athletic shoes but into everyday footwear. They also demanded a shoe that was affordability unlike the other brands such as Nike, Adidas, and Reebok which were expensive back in the 1970s and 1980s and currently still are expensive. They wanted a shoe that would promote a sense of individuality which the Chucks were simple and had a classic look. Needs: Customers needed a shoe that was more than a basketball shoe Wants: Customers wanted a shoe that promotes individuality Demands: Customers demanded a shoe that was affordable 2. What are Converse and customers exchanging in the purchase transaction? Describe in detail all the facets of Converse’s product and its relationship with customers. Converse and their customers have a relationship like no other shoe brand has. Conserve relationship with their customers is simple they “leave the brand in the hands of the customers” (p.A2). Converse does not try too much to mess up the brands valuable customer-brand relationship. They allow their customers to do much of the marketing and advertising of the brand. They do what is called a “good party guest” approach to managing customer relationships. Their philosophy is to bring things to the table however listen more than...
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...INTRODUCTION:- Adidas AG (german pronunciation) is a german multinational corporation that designs & manufactures sports shoes, clothing & accessories based in herzogenaurach, Bavaria, germany, it is the holding company for the addidas group, which consist of reebok sports wear. Besides sports addidas also produces products such as bags, shirts, watches, eye-wear & other sports clothing related clothes. shoe designs typically feature three parallel bars. The companys revenue for 2012 was listedat $14.88 billon . Also known as Adi Dassler was born in Herzogenaurach, Bavaria, Germany on November 3, 1900. The son of Christoph Dassler, a shoe factory worker made his foray into the shoe making business when he was 20 years old. Adi had a passion to create a shoe specifically for athletes. He started in his mother’s laundry room using canvas and spare materials. With the assistance of his brother Zehlein (who made the metal spikes) and later his older brother Rudolf (who joined in 1924), the brothers formed the Dassler Brothers Shoe Factory. Adi made it a point to attend every major sporting event in an effort to convince athletes to wear his shoes. By the 1928 Olympics in Amsterdam, several athletes were wearing special shoes from the Dassler workshop. By the early 1930s, the company was making 30 different shoe brands for 11 different sports and had a workforce of nearly 100. The 1936 Olympics in Berlin offered a great opportunity for Adi as he equipped Jesse...
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...has the brand maintained its status decade after decade? The answer is: by doing nothing. This may seem an oversimplification but the folks who run Converse brand understand that in order to provide a meaningful customer experience, you have to just stand back and leave customers alone! Converse was founded in 1908 and introduced the canvas high-top sneaker in 1917. From the 1930s through the 1960s the Converse All Stars were the shoes to wear, even though they only came in the basic black and white until 1969. At that time, about 80% of all basketball players wore Converse. The sneaker market began to explode in the 1970s and 1980s. Athletic shoes became more specialized, more high-tech, and more expensive. As Nike, Adidas, and Reebok took over the market Converse experienced a financial roller coaster ride and declared bankruptcy in 2001 as it market share dropped to a dismal 2% of all athletic shoes. However, something interesting happened in the marketplace. Emerging artists, designers, and musicians began wearing Chucks because of their affordability, simplicity, and classic look. Young people caught on an adopted them as an expression of individuality. In fact, Converse’s shrinking...
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...Contemporary Issues in Management Case study: Global Strategic Analysis Adidas and Reebok Merger Acquisition ABSTRACT 3 INTRODUCTION 4 LITERATURE REVIEW 5 ANALYSIS AND FINDINGS 8 VMOST 7 VISION 7 MISSION 7 OBJECTIVES 7 STRATEGIES 7 TACTICS 7 ACQUISITION 8 SWOT ANALYSIS 9 BEFORE ACQUISITION WITH REEBOK 9 STRENGTHS 9 WEAKNESSES 10 OPPURTUNITIES 10 THREATS 11 AFTER ACQUISITION WITH REEBOK 11 STRENGHTS 11 WEAKNESSES 11 OPPURTUNITIES 12 THREATS 12 CONCLUSION 13 REFERANCES 14-15 ABSTRACT The purpose of this report is to evaluate the impact of adidas pending acquisition of Reebok on the sporting goods industry in relationship to Nike position. Evaluation of background information and corporate culture combined with VMOST and SWOT analyses to helped form the arguments presented in this report and have assisted in answering the question, Will adidas forthcoming takeover of Reebok help the new company achieve sustainable competitive advantage over industry leader Nike?. This research was based on the subject that is illustrating an evaluation of the impact of Adidas from acquisition reebok. Furthermore, an investigation of the strengths, weaknesses, opportunities and threats (SWOT) related to companies in the sports industry was conducted. On the one hand it was found that Adidas historically grown...
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...With over 100 years in the shoe industry, Converse has been a brand with many different associations. It has marketed and positioned itself in numerous ways and has managed to maintain a high level of brand recognition with all ages and walks of life. It was the World’s first performance basketball sneaker. It was worn by the entire Army Air Corps in WWII. It was the official sponsor of the 1984 Olympics, and it was the shoe that Kurt Cobain was famously wearing when he died. It would be hard to argue that any other brand has been independent enough to be tied to so many market segments. This paper will provide insight into how Converse and the Chuck Taylor All Star was able to maintain its prominent position in the shoe market for over 100 years, despite competition, an ever changing market, and even bankruptcy. History Of Converse In 1908, Converse began as a rubber shoe company specializing in tennis shoes, rubber boots and automobile tires. The All Star shoe was created in 1917 as a specialized basketball shoe. It was competing with A.G. Spalding, U.S. Rubber, and Goodrich. Spalding invented the basketball as we know it today, and the basketball shoe, which included a rubber sole for traction. Previously, athletes competed in a high top shoe with a leather sole. At this time, the sport of basketball was still primitive and lacked the national prominence it has today. In 1921, Converse brought on Charles “Chuck” H. Taylor as a traveling sales representative to...
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...A MARKETING SUCCESS Ten to fifteen years ago, when I was at primary school, all “adidas” shoes and clothes were fakes, bought at the local market. When I started middle school I got my first pair of authentic adidas running shoes. For my ten-year-old self they were the coolest thing ever – comfortable, pretty and a source of great envy for my classmates. Back then, authentic adidas shoes were rare and we did not even know that other adidas products existed. A couple of years later the adidas logo could be found everywhere – on the streets, in the shops, gyms and schools. Why? What is the secret behind adidas’ success in Estonia? The Adidas Group has never launched advertising campaigns targeted at only one country, so to explain the reason for their success in Estonia we have to take a look at their international marketing strategies. Success of the brand relies heavily on how wise their promotions are. In the promotions of their adidas performance line (a line designed to maintain their devotion to the athlete) the Adidas Group extensively uses sponsorship of sports events, teams and individual athletes. They produce balls for UEFA Champions League matches and FIFA World Cup tournaments. Adidas, also, manufactures the kits for many football teams. The Estonian football team Levadia Tallinn’s kits are supplied by them. Another important thing in successful marketing involves selecting the right target market and correctly identifying and satisfying its needs. To reach...
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...has the brand maintained its status decade after decade? The answer is: by doing nothing. This may seem an oversimplification but the folks who run Converse brand understand that in order to provide a meaningful customer experience, you have to just stand back and leave customers alone! Converse was founded in 1908 and introduced the canvas high-top sneaker in 1917. From the 1930s through the 1960s the Converse All Stars were the shoes to wear, even though they only came in the basic black and white until 1969. At that time, about 80% of all basketball players wore Converse. The sneaker market began to explode in the 1970s and 1980s. Athletic shoes became more specialized, more high-tech, and more expensive. As Nike, Adidas, and Reebok took over the market Converse experienced a financial roller coaster ride and declared bankruptcy in 2001 as it market share dropped to a dismal 2% of all athletic shoes. However, something interesting happened in the marketplace. Emerging artists, designers, and musicians began wearing Chucks because of their affordability, simplicity, and classic look. Young people caught on an adopted them as an expression of individuality. In fact, Converse’s shrinking...
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...Exercise 1: a) Identify any product and explain the 4P’s in the SAVE perspective b) For the product chosen take any two competing brands and compare the net customer delivered value for both of them from your perspective. c) Find a colleague at work, or a friend or family member, and for the same product or any other product that the person is comfortable with (maybe something they want to purchase), help evaluate two competing brands from a net customer delivered value perspective. Response: Background: My son wants a pair of sneakers (sports shoes) and I am using this exercise to make a choice. I have also used this opportunity to ask my son’s friend about his opinion – incidentally my son’s friend is a big fan of MS Dhoni and the products he campaigns for. After short listing readily available shoes like Power, Nike, Puma & Adidas; me and my son were left to choose between Adidas and Nike a. Nike sneaker is the desired product we are pursuing. 1. Product (solution) Nike offers a wide range of products such sports shoes, apparel, sports equipment and accessories. With addition of ‘wearable electronics’ and ‘apps’ that can track complete fitness activity under ‘NikeFuel’, Nike offers a complete range for fitness freaks and athletes. They also market head, wrist gear under the same brand name. For almost any athletic or sporting activity, Nike offers a complete solution for men, women and kids - right from head to toe. 2. Place (Access) Nike shoes...
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...Video Case 2.1 Starbucks: Staying Local While Going Global Through Marketing Research 1. Students should search an Internet database using the key words “coffee”, “coffee shops”, “coffee consumption”, etc. to identify the relevant data. They should also visit Starbucks’ web site (http://www.starbucks.com). 2. Starbucks can determine the answers to such questions by conducting qualitative research. Both focus groups and depth interviews can be useful. Focus groups can generate new insights and ideas, while depth interviews can uncover hidden motives, values, and beliefs. Using qualitative research, the company found that consumers are looking for a coffee house experience that elevates coffee drinking to an art form and coffee houses to the place where Americans choose to relax and socialize. Through extensive marketing research studies, Starbucks created a place where you can meet and drink good coffee that did not resemble work or home, but fell somewhere in between. 3. Personal interviews at representative coffee shop locations of Starbucks and other chains could be used to determine the image coffee drinkers have of Starbucks and other coffee shop chains. This method offers several advantages: complex questions can be asked; it is very good for the use of physical stimuli; very good sample control; high quantity of data; and very good response rate. 4. Personal observation method could be used at a sample of Starbucks coffee shops where the new coffee is...
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