Adidas vs Nike Marketing Battle
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
1.0 Introduction
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
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
1.0 Introduction
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
References: Academy of Management (2010) ‘Code of ethics’. [online]. Available from: - http://www.aomonline.org/aom.asp?id=14&page_id=235 [Accessed 04/11/10] Adidas (2010) ‘Adidas Annual Report 2008 – group business performance’. [online]. Available from: - http://adidas-group.corporate-publications.com/2008/gb/en/konzernlagebericht/group-business-performance.html [Accessed 04/11/10] Barta (2010) ‘Somali breaking news and video community’. [online]. Available from: - http://www.bartamaha.com/?p=28099 [Accessed 04/11/10] Bryman, Bell (2007) ‘Business Research Methods’. Oxford University Press: Oxford. Burrell, I (2009) 'Adidas v Nike: the battle over footballs biggest prize ' Henry, A.E (2007) ‘Understanding strategic management’. Oxford University Press: Oxford. Neuman, L, Benz, CR (1998) ‘Qualitative quantitative research methodology: exploring the interactive continuum Nike (2010a) ‘Nike Football’. [online]. Available from: - http://inside.nike.com/blogs/nikefootball-en_GB?start=150&view=all [Accessed 04/110/10] Nike (2010b) ‘Nike Annual Report 2010’. [online]. Available from: - invest.nike.com/phoenix.zhtml?c=100529&p=irol-reportsannual [Accessed 04/11/10] Riper, T.V (2010) ‘Nike vs Adidas – let the games begin’. [online]. Available from: - http://www.msnbc.msn.com/id/25690584/ [Accessed 04/110/10] Smith, P,R Taylor, J (2004) ‘Marketing communications: an integrated approach’. Kogan Page: London. Wilson, Purushothaman (2003) ‘Dreaming with BRICS: the path to 2050’ Appendices Appendix 1: Adidas marketing campaign tapped in to an increasing interest in gaming (Burrell, 2009 p.1) Appendix 2: Adidas draws on attracting the global market (Barta, 2010 p.1).