Nike and Adidas are major sportswear companies that compete globally. While Nike is currently larger, Adidas has grown rapidly in recent years, narrowing the gap between the two. Nike uses materials like Nike Air and customized options to engage customers, while Adidas focuses on soccer and sponsors athletes. Both companies advertise to a wide audience and manufacture products internationally to reduce costs.
Nike Case Study (Building a Global Brand Image)Wajid Ali
This particular presentation is based on our research, findings and recommendations regarding building the global brand image for Nike.
Hopefully this will help all interested students.
A case study focusing on world’s two biggest names in the sports brands today - Nike and Adidas. Gives a good viewpoint to the marketing strategy of both.
My team and I did an in-depth overview of Nike's competitive position in the sports apparel and footwear industry as well as suggested strategies to help improve their performance.
Nike Case Study (Building a Global Brand Image)Wajid Ali
This particular presentation is based on our research, findings and recommendations regarding building the global brand image for Nike.
Hopefully this will help all interested students.
A case study focusing on world’s two biggest names in the sports brands today - Nike and Adidas. Gives a good viewpoint to the marketing strategy of both.
My team and I did an in-depth overview of Nike's competitive position in the sports apparel and footwear industry as well as suggested strategies to help improve their performance.
Marketing management case analysis of 'NIKE'. This PPT contains Nike's Acquisitions, Pros & cons and risk faced by NIKE and spokes persons of the NIKE. SWOT analysis of ADIDAS. Purely focused on Marketing Mix and SWOT analysis of NIKE and ADIDAS.
In this presentation I have covered 7Ps of Marketing Mix of Google
1 Product
2 Price
3 Promotion
4 Place
#adidas4ps, #adidas7ps, #adidasadsense, #adidasmarketing, #adidaspresentation, #adidasprice, #adidasproducts
Shoes On Nike
1
Executive Summary:
Situational analysis
▪ Background data on sales & costs.……………………………………………....Pg. 2
▪ Competitors………………………………………………………………………....Pg. 4
▪ Customers…………………………………………………………………………..Pg. 5
▪ Company …………………………………………………………………………...Pg. 6
▪ Community …………………………………………………………………………Pg. 8
Marketing strategy
▪ Mission ……………………………………………………………………………..Pg. 9
▪ Marketing and financial objectives ……………………………………………...Pg.10
▪ Target Market & Positioning ……………………………………………………..Pg.10
Marketing tactics
▪ Product Offering…………………………………………………………………..Pg. 11
▪ Distribution………………………………………………………………………...Pg. 13
▪ Promotion………………………………………………………………………….Pg. 15
▪ Pricing ……………………………………………………………………………..Pg. 17
Financial projections
▪ Break Even Analysis ……………………………………………………………..Pg. 18
▪ Cost Forecast……………………………………………………………………...Pg. 18
▪ Sales Forecast………………………………………………………………….....Pg. 18
References
▪ References………… ……………………………………………………………..Pg. 20
2
Part 1: Situational Analysis
1.1 Background data on
sales and cost
Nike was founded in the
State of Oregon in January
1996, by a track athlete, Phil
Knight and his coach, Bill
Bowerman (Nike 2017 10-K
Form, 2017).
Being the leader in the
athletic industry, Nike is the world’s largest supplier of athletic wear. Nike’s products are
divided into footwear, clothing, and training accessories. There are eight main
categories of Nike’s brand products. They are: running, soccer, basketball, action
sports, sports-inspired lifestyle products, golf, men’s and women’s training (Nike 2017
10-K Form, 2017).
Comparing Nike’s and
Adidas’ market capitalization
provides evidence of how Nike
grew as a company in athletic
wear during the past 17 years.
In 2001, both Nike and Adidas
started with a market
capitalization of close to 4
3
billion. In 2005, Nike, Inc. gained its lead in the industry, with its market capitalization
grew at a faster rate than Adidas. By 2010, Nike gained a market capitalization of 63.45
billion, and an annual revenue of 19 billion. In 2015, Nike’s market capitalization was
82.6 billion, while market capitalization of Adidas lagged behind at 17.1 billion (image
and text, Leach, 2015). During the 2017 fiscal year, the annual revenue for Nike, Inc. is
$34.4 billion, which rose 8% from the previous year on a currency-neutral basis (Nike
news, 2017).
Nike’s “swoosh” symbol was developed in 1971, and was registered with the
United States Patent and Trademark Office in 1974. Over the years, the Nike brand
became one of the strongest brand in the world. Currently, the Nike brand ranks as the
18th strongest in the world, estimated to be worth 27.0 billion dollars (Interbrand, 2017).
Along with its long-stand slogan “Just Do it,” the Nike brand became the face of the
company. Consumers associate the Nike brand with “superior quality, style, and
reliability” (De.
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What might I learn?
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Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
2. Both Nike and Adidas are popular
sportswear companies with a global
market. While Nike is clearly the bigger
shark in the tank, Adidas has
experienced rapid grow in the past few
years, the gap between both
companies is getting smaller and smaller.
3. Nike Air is the most basic cushioning
material used by Nike; it is made out of a
polyurethane bladder filled with air. It
provides adequate cushioning for the
casual wearer, but may not provide
sufficient or proper cushioning for serious
athletes with individual preferences.
4. Adiprene: A neoprene-like material that
feels somewhat like "a soft pillow", it is
most often used in the heel of a shoe.
adiPRENE is quite durable, and is meant
to respond to the cushioning needs of
active feet.
5. Both Nike and Adidas target a huge and
diverse audience, this audience includes
teenagers, adults, and anyone who
practices sports. This makes advertising a
little more complex, because when they
make an ad they have to consider not
only that which teenagers find
appealing, but also what adults and
even kids might find appealing and
interesting.
6. Domestic market focus
� Shifted focus to soccer in order to gain
international recognition
� Started athlete sponsorship *Cristiano ronaldo*
� new shoes desing to excite "bored customers"
� Nike Team Sports *explain*
� Customized products (Nike ID)
� Uses overseas manufacturing factories to cut
production costs.
� Perfected its internet site with custom footwear
options
� Better advertising and marketing strategies.
7. European market focus
� Adidas dominates the soccer market
which is considered the "world’s sport."
� Sponsors different teams and
athletes(Messi)
� Tries to cut production time and cost in
order to be more efficient
� Uses low wage labor to cut production
costs
� Has enhanced marketing and
advertising budget
10. Nike : put you in the perspective of the
professional soccer player.
Anyone can use Nike products, even your
granny !.
Adidas : motivational video, no matter
what your situation is, you can achieve
greateness, you just need a pair of adidas
shoes
Hey did you noticed that all your favorite
public figures and athletes are wearing
adidas?
Now adidas own reebok, nike has more sponsorship and bigger sales
Zoom Air is among the more technologically advanced (and expensive) cushioning systems used by Nike. It essentially is a thin bag of pressurized air that, when inflated, has a thickness of 8mm. Inspite of its thin profile, it often provides more than adequate cushioning, and even has somewhat of a "bounce-back" response when compressed. Zoom air is often times preferred by athletes who rely on quickness and speed because the thin profile allows for better court/field feel because your center of gravity remains mostly unchanged, and your foot is located close to the ground.Double Stacked Zoom Air - two Zoom Air packs stacked on top of each other, usually located in the heelFull Length Zoom Air - Zoom Air packs located both in the forefoot and heel, providing optimal cushioningMax AirA technique is used that forces air into a pre-formed shape, thus allowing for more pressurized gas to fit into a larger "bag." Max air is generally not larger in size and visible, meaning that the shoe puts the wearer at a higher distance off the ground. Because of this, Max Air is best suited for atheletes who do not necessarily depend on quickness and speed, but rather atheletes who are larger in size, and need a more dependable and firm cushioning system.Air Max 360Air Max 180Nike ShoxNikeShox is a cushioning system developed by Nike that is comprised of polyurethane-foam columns that provide cushioning in a way that keeps the foot parallel to the ground; a benefit of this process is that the cushioning system provide great stability and impact protection. Nike Shox is generally located in the heel of the shoe, but there are an increasing number of shoes that feature a full length shox-based system of cushioning.IndependentPodular Suspension (IPS)A suspension technology developed for the Air Jordan 20 (XX). The technology utilizes individual, strategically-placed pods that support the foot in key areas.FoampositeA polyurethane-based material created by Nike that is both durable and lightweight; it is created from a single piece of molded material. When first worn, it is somewhat uncomfortable, but over time, the material actually molds to the shape of your foot, thus providing a tailored fit that feels quite natural.Dynamic Fit InnersleeveA seamless inner sleeve made of lycra that hugs the foot, and is meant to take the place of the shoe tongue. Because it is seamless, many prefer it because it reduces the chance of chafing and has a natural and comfortable feel to it.MonkeyPawA thermoplastic urethane structure located either on the outside of the shoe, or between the lining and the outside. It is primarily located around the ankle region and helps to prevent ankle sprains due to ankle inversion.NikeFreeAn outsole structure technology that attempts to simulate barefoot running while wearing a shoe. The technology strengthens foot muscles by providing less constriction.NIKEiDAn online innovation that allows consumers to design Nike footwear, apparel and other equipment. The product debuted through a web site, nikeid.com, in 1997.Waffle SoleTraction technology derived from rubber put on a hot waffle iron back in 1972. Remains the premier low profile traction, second only to actual spikes.
adizeromiadidasaditecfitadiDRYa³® Midsole A four-element technology including: cushion to absorb impact forces, neutral footstrike guidance, stability protecting against pronation, and the transition plate transfering energy from the rearfoot to the forefoot.adiDRY® A waterproof, breathable, internal membrane with heat-sealed seams and waterproof tape keeps the foot dry and comfortable in a variety of outdoor climates.adiFIT® Length-measuring tool that ensures accurate size and fit.adiPRENE® Shock-absorbing material that cushions and protects your heel at impact.adiPRENE® Forefoot Shock-absorbing material provides extra protection from harmful impact forces with additional cushioning. adiPRENE® Heel Shock-absorbing material provides extra protection from harmful impact forces with additional cushioning.adiPRENE® Midsole Shock-absorbing material provides extra protection from harmful impact forces with additional heel cushioning.adiPRENE®+ Resilient cushioning that protects the forefoot and provides a responsive, dynamic toe-off.adiTUFF™ A highly abrasion-resistant material used in the toe and/or lateral forefoot area of a shoe’s upper to help protect the upper from excessive wear. adiWEAR® Outsole A non-marking rubber outsole compound offering better abrasion resistance and durability than any other comparable adidas outsole material.BOOST™ Technology Absorbs shock and saves energy so you can go the distance with less effort.
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