Adidas vs Nike Marketing Battle

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  • Topic: Marketing, Adidas, Nike, Inc.
  • Pages : 10 (2947 words )
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  • Published : January 17, 2011
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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 Design……………………………………………………………………………….....p.4 4.9 Sample………………………………………………………………………………………........p.4 4.10 Research ethical issues…………………………………………………………………………...p.4 4.11 Limitations…………………………………………………………………………………….....p.4 4.0 Analysis and discussion

5.12 Focus group results……………………………………………………………………………....p.5 5.0 Conclusions and Recommendations……………………………………………………………………......p.6 6.0 References……………………………………………………………………………………………….....p.7 7.0 Appendices………………………………………………………………………………………………....p.8 8.13 Appendix 1

8.14 Appendix 2

1.0Introduction

Marketing and the marketing communications mix ‘are changing’ (Smith and Taylor p.4). The world we now live in is one, which is challenging for the modern day firm. The external environment is competitive, and for the most part creates certain challenges for the firm. In response to such an environment, marketing has become increasingly strategic, in that, the firm views its marketing communications as a source of competitive advantage (Henry, 2007 p.42). This paper will investigate the marketing communication strategies of two established sports makers: Adidas and Nike. It will compare and contrast the two opposing firms in order to assess which is more effective. Firstly, it will introduce the key theoretical positions and the key academic works regarding marketing communications. Secondly, it will review the campaigns, the media used and the images projected in order to show how well they are hitting their marketing targets.

2.0Market and Literature Review

2.1 Nike Inc.

Nike, Inc is the largest manufacturer of athletic footwear in the world with a global market share of 33% (Nike 2010a p.1). With sales equating to $19.2 billion it has a global reach with operations across the USA, Europe, Asia and Africa. At present, Nike invests up to 13% of their revenue on marketing (Nike, 2010a p.3). Nike’s marketing takes many traditional forms including television and print advertisements however, with the rise of social media, Nike have recently invested in online promotions in order to reach their targeted market. Furthermore, celebrity endorsements epitomize Nikes approach to marketing. Campaigns featuring championship footballers for example have led to a 15% surge in company expenses, however, the attraction of large names is something, which the modern day consumer strives for. This links to consumerism theory, in which as Campbell (2003 p.791) notes consumers purchase products for pleasure and social acceptance. Thus, a product is seen to be more pleasurable if it is associated with a famous celebrity. However, it must be noted that such endorsements can also have a negative effect. For example; after many years of working with Tiger Woods, Nike found themselves in a difficult position, when Tiger Wood’s reputation came into question, this cost the company profits and thus, the company must now make careful decisions as to how they move their marketing strategy forward.

2.2 Business Segments

Nike specialise in athletic footwear, however they are also present in the sports clothing market. Footwear accounts for 54% of the firm’s revenue, Apparel 27% and Equipment 6%. Thus, it can be seen that...
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