Adidas vs Nike Marketing Battle

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Comparative analysis of Marketing Communications strategies and Mix for athletic shoe brands in the UK: Adidas Vs Nike.

Table of contents

1.0 Introduction…………………………………………………………………………………………………p.3 2.0 Market and Literature Review 3.1 Nike Inc…………………………………………………………………………………………..p.3 3.2 Business Segments……………………………………………………………………………….p.3 3.3 Marketing mix: Nike……………………………………………………………………………..p.3 3.4 Adidas……………………………………………………………………………………………p.3 3.5 Marketing mix: Adidas…………………………………………………………………………..p.4 3.6 Comparison of marketing campaigns…………………………………………………………....p.4 3.0 Research Methodology 4.7 Research Philosophies……………………………………………………………………………p.4 4.8 Research
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In terms of global reach, Nike is currently fulfilling a strategy in which they enter emerging markets. This is in line with the BRICs study (Wilson and Purushothaman, 2003 p.16); in which they predicted by 2050 the global economic power will shift towards the East. Thus, it is important that Nike make their presence in emerging markets before their competitors.

2.3 Marketing mix: Nike.

PriceCompetitive in line with other sports retailers for example Adidas.Premium pricing due to the nature of the targeted consumer, consumers are buying in to a brand and an image. Nike incorporates vertical integration in order to enable multiple channel operations – this thus allows the firm to control costs. | ProductAthletic footwear: football boots, basketball shoes, soccer boots.Casual footwear: fashion lines. Apparel: t-shirts, running shorts, licensed apparel for example; sports merchandise. Equipment: golf clubs, Nike branded equipment. | PlaceMulti-brand stores and exclusive Nike stores. Nike sells its products through distributors as well as through subsidiaries internationally. | Promotion.Advertising and the creation of strategic alliances. Brand ambassadors such as the Brazilian football team. Worldwide recognition due to Nikes logo. |

2.4 Adidas.

Adidas are the second largest producer of sports apparel (Dogiamis and Vijayashanker, 2009 p.5). Adidas have a market share of 21.8% (Riper, 2010 p.1) with annual sales equating to $11billion (Adidas,

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