For example, it may persuade the country hosting a certain tournament like the ministry of sports in a certain country. The company can negotiate to be given a chance to supply the club with sporting attire during the period of the competition. When using the strategies, the companies use T.V set, Radio, and social networks as their tools of communicating to the target customers. Web. “Write the future” campaign was launched by Nike, which was a 3-minutes advertisement in which celebrities were featured, and received overwhelming response from customers on YouTube. Adidas is the sponsors of shoes won by Blackburn Rovers, the team has a large number of supporters and thus, when the team is using the company’s products it is a form of advertising (Hooley & Saunders 1993). May 25, 2020. https://ivypanda.com/essays/adidas-vs-nike/. This created an increased market for the company. The Adidas marketing strategy is successful in attracting a wide range of customers and maximizing profit. He also was the top scorer in 2008/2009. Nike has a number of corporate social responsibilities (CSR). Companies manufacture sporting equipments ranging from clothes, shoes and other equipments need to market their products effectively. It operates as a group of Adidas group. Through the sites, one can buy or put an order and it will be affected over the internet (Anctil 2008). Nike also leads the market in advertising and marketing strategies, whereas Adidas is making efforts to expand its market appeal in terms of sports shoes and equipments. Selection of Interviewees will be done using a Multi-stage Cluster Sampling method from fans of different teams in the premier league, FA, and local teams. Your privacy is extremely important to us. "Adidas vs Nike: Marketing Communication Strategies." You can get 100% plagiarism FREE essay in 30sec, Sorry, we cannot unicalize this essay. Adidas and Nike both have powerful brands that are sold around the w orld. Need a custom Report sample written from scratch by Nike concentrates on the market of United States, while on the other hand, Adidas focuses on the market of Europe. In contrast, Adidas tries to cut production costs and time to be more successful and sustain in the competition/market. We’ve got you covered. On the other hand, it gives some of its products to young village teams to use them in competitions. Adidas involves itself in personal selling where it engages its high-ranking managers and sales executives in this duty. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. Though the approach is the same and has the same underlying mechanism, it embraces opinion leaders (the role of opinion leader is played by the one or few individuals approached). He is also in the starting team of Portugal national team. There are two arguments people make when it comes to eCommerce consumer behavior. Under this method, the customer and the sales representatives develop strong relations, which can result to a high customer loyalty. One does not have to call to get assisted on a certain issue. Web. There is the use of key words in the technology that is adapted him. This essay has been submitted by a student. Customer loyalty and building a strong brand name are the advanced objectives of sales. There is an intense competition that business in Sports industry is facing. They may be aired when winning a certain medal, for example, Adidas used Samuel Wanjiru, Boston Marathon gold medallist and record holder, to advertise their shoes. we can write an original essay just for you. Here are the things you should know about the digital marketing strategy of Nike and Adidas brands: Adidas Branding Strategy Peculiarities. IvyPanda. However, both Adidas and Nike have a significant digital presence and impressive viral marketing strategies. The Nike vs. adidas War. After they have been known, the researcher will discuss with supporters of the teams on their choice of shoes. We will occasionally send you account related emails. Both of them are renowned brands and are the best at what they do. If there is a potential market that sales representatives are not able to target at their level, they may call the head office for assistance. This will help to analyse if they are affected by the marketing strategies adopted by the companies. This is a marketing strategy that incorporates different marketing strategies to have one strategy that can effectively fight their competitors. Nike’s Strategy: Overview, Stats & Facts. Nike Official Website. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. This is a form of primary data, which gets data after a certain group with similar characteristics motivated to discuss a certain issue. Marketing and Advertising the Intangible. Such a move is likely to have high influence on supporters and funs of Ronaldo. Nike and Adidas are international sports shoes making companies that have been successful in the business through adopting of appropriate marketing tools. On the other hand, Adidas is all about creating hype on social media- Adidas Originals now has more followers on Twitter than the main Adidas account which is now cementing its position as a truly cult lifestyle brand. Nike has led the sportswear in marketing and advertising strategies. To overcome this weakness, Adidas has embarked on a new three pronged strategy. Although Puma product have a high prices but there are still affordable when compared to the higher priced competitors like Nike and Adidas. Nike on the other end had a strategy of exploring the current and developing new market, so its shops are in nearly 200 Countries. The method is an expensive one where companies have to get contact with target customer and sells to them directly. Worth $28 billion, it’s a title Nike has held for eight consecutive years, according to an annual ranking by strategy consultancy Brand Finance. GradesFixer. However, in comparison to its competitor Nike, its appeal in North America where basketball is more popular is lower. Want us to write one just for you? While Nike’s connection with basketball is deep, Adidas has focused more on soccer and golf. Thanks to the iconic Superstar and NMD line, paired with buzzworthy endorsements with the likes of Kanye West, the three-stripes were back in the game. The method faces a problem of choosing the right approach that will cover all ages, culture, and beliefs that the media is able to access at a go. The company can be said to respect the need to conduct business ethically; it values its customers and the society in general. You can order Unique paper and our professionals Rewrite it for you. Currently, there are a number of social networks, which the companies are using to dispense certain information to the people. And understanding the key topics that resonate most strongly with their audience, brands can better engage with them and use these outside insights to shape their marketing strategies and stay on… This marketing strategy is taking preference in this era of technology (Earl 1996). Since then it has grown to an international multi-billion company. Like Adidas, it sells the products to independent distributors, licenses and subsidiaries. Traditionally, sales were aimed at creating awareness of existence of a product in the market. Sports teams such as Chelsea Football Club … The Adidas Retrieved from https://ivypanda.com/essays/adidas-vs-nike/. "Adidas vs Nike: Marketing Communication Strategies." For this paper, we will be covering and narrating about 'Nike' and 'Adidas'. North America and Western Europe are the pair’s two top regions for sales. The method has a strong point in that it creates a fast customer loyalty and can lead to most sales. (2020) 'Adidas vs Nike: Marketing Communication Strategies'. Associating with the winners is another move that the company have used as a form of personal adverting (Doyle 2006). advertisement can be classified in to international and local TV stations. This is a marketing strategy that incorporates different marketing strategies to have one strategy that can effectively fight their competitors. Nike uses this method at a corporate level. Attention! When the user opens these sites, the image of the company’s product say Nike may pop in. There are established customers (loyal customers) and an assumption should not be made that they will remain loyal, but they should be visited. Management, Marketing and the Competitive Process. Such a move is strategic and the influence of such a person is high. Competitive Strategy: The Key to Marketing Strategy. Sadler, P. 2003. Adidas: Like Nike, Adidas’ social content links up with sponsorships, and there is incredibly savvy marketing underneath the obvious reasons for supporting the teams you sponsor if you’re a brand on social media. Both Nike and Adidas use this kind of strategy however, the way each company undertakes them creates the difference. The company was started in 1948 by Adolf “Adi” Dassler. Direct marketing is when the sales people approach potential customers and offer their products. When the programs are being implemented, the participants put on Nike shoes. This is the use of mass media to market for a company’s product. When he is sponsored to use Nike shoes, the company is attributing his success to the brand name of the company. The database is updated daily, so anyone can easily find a relevant essay example. He was voted as the best player in 2008/2009 premier league. Marketing Management and Strategy. This has resulted in higher popularity in areas where the popularity of soccer is high like Europe and South America. In this marketing strategy, the user looks at what he thinks fits him. Other than modern electronic media, advertising as a communication strategy has been using print media like newspaper. The adverts are placed on the most likely places that the target market is likely to be at any one time, for example, in sporting grounds, bus stage, along roads, and in supermarkets. Reid, A., & Plank, E., 2004. Adidas now feel that they must meet the “Triple p” bottom line expressing the expectations of stakeholders with respect to the firm’s contribution to profit, planet, and people. Adidas Corporate Website. Nike products are also designed to reduce or eliminate injuries, enhance athletic performance and maximize the user’s comfort and enjoyment. This ensures that the company’s internal production emit minimal pollutants to the environment. Strategic Management. Unfortunately, your browser is too old to work on this site. This is created from the angle of thinking that the customer knows what he want. The population will be divided into cluster groups and focus groups created; the researcher will be the leader of all focus groups. In 2009, Nike had sponsored Tiger Woods, the world best golf player to be using the company’s shoes. Despite the market for the industry increasing, there are international companies in the industry that adopt different marketing strategies for their success. Both companies market their products to the young generation, with a significant proportion of their sales taking place. ASHE Higher Education Report, 34(2), 31-47. Adidas is a German based sporting apparel manufacturing company. Out of the six criteria chosen, Nike wins by a wide margin. Adidas and Nike are the most significant brand names in the minds of customers. Promotional and Marketing strategy for Nike and Adidas . Nike Marketing Strategies Nike was founded in 1964; with time, it has become the leader in distribution, marketing and designing of … Target market may include sporting personality and the general population who can put on the apparels for different occasions. “Due to Nike’s better execution of its marketing strategy, its growing online sales and its greater brand appeal to a younger audience, its shares offer much better long-term value than Adidas. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Its sales representatives in different countries are expected to establish potential markets and target those people who can influence for purchase of the products. professional specifically for you? T.V. Christiano Ronaldo is another influential player that the company has targeted. This is IvyPanda's free database of academic paper samples. This is not an example of the work written by professional essay writers. London, Post & Telecom Press. Even your granny does. This report on Adidas vs Nike: Marketing Communication Strategies was written and submitted by your fellow student. IvyPanda. These companies have applied age as one of the demographics in their marketing (Quinn, & Dibb, 2010). Beijing, Tsinghua University Press. Some of these soft wares are Google and Yahoo search. Such companies include Adidas and Nike; both companies operate internationally but they adopt different marketing strategies. The use of demographic segmentation is the most evident strategy in both Nike and Adidas. On the other hand, Adidas answered back with 2-minutes video that featured stars such as Daft Punk and Snoop Dogg into a prominent shot from the Star Wars movie. Both organizations focus greatly on technology, as well as make efforts to innovate and produce new products. Though the method offers a good platform of making loyal customers, it is an expensive method that requires interpersonal skill over and above social skills in the marketer. The discussions will be tape recorded for interpolation and analysis. Corporate social responsibility is a term often used in reference to the concept of organizational responsibility as applied to business organizations and the larger environment they operate in The Nike has Nike Foundation, which invests in girl child education. When they are aired, they tend to attribute success to the company’s products. When it comes to production, Nike does not own production plants as they merely advertises, distributes and designs their goods but outsources from severe Asian countries, such as Korea and Taiwan that outsources their production plants in Vietnam, Indonesia, and China. The company also paints some public and private vehicles with their products brand name for advertising. They had named the company as Blue Ribbon Sports but changed its name to Nike, Inc in 1978. Hooley J., & Saunders, J., 1993. When a company develops good relations with customers, there is customer loyalty created. 2020. Nike’s product majorly inclines towards industries of Children and Women shoes, Running, Cross-training and Basketball. Short videos are advertised on youtube to attract the attention of the consumers and promote the technology used for manufacturing. Having trouble finding the perfect essay? Adidas vs Nike debate has been going on for a while now. Having good public relation with the target market creates an increased business for a company. It’s situated in Beaverton, Oregon. Nike vs Adidas: The Merchandise Adidas has 2625 products with prices ranging from 899 to 29999, and Nike has 643 products with prices ranging from 1596 to 36500. London, New York, Los Angeles, Tokyo, Shanghai, and Paris are the six cities that, from Adidas’ perspective, have an international signal effect and a global marketing … Pssst… Each of these companies has conquered the markets with its quality and innovative products. While Nike is still the industry leader in terms of sales, Adidas is the most profitable, with a gross profit margin close to 52.08%, compared to 44.70% for Nike. It aims at realising the needs of customers. Thus, Adidas and Nike have different marketing strategies in how both companies interactive with consumers online. The customer gets a chance to express his feelings towards the products of the marketing company. T… New York, Prentice Hall. Nike is the world’s leading sporting apparel manufacturer. On the other hand, Adidas primarily deals in Athletics, Tennis, and Soccer. Sustainability – Consumers want to have a positive impact on the environment, and they don’t hesitate to reward brands that do. By diving deeper into the valuable media intelligence, brands can understand what insights can be gathered from their influencers and brand advocates. This three pronged strategy has three pillar – speed, cities and open source. Although the reason for the visit is actually to keep truck and sell, it should not be seen on the face. However, functions of sales have increased to develop a company-customer relationship. In order to understand the reputation of how brands work, we shall be covering two sports brands and discuss how their marketing strategies and the brand itself have made their name in the market. Adidas marketing strategies, meanwhile, are completely formulaic and not compelling. ⏰ Let's see if we can help you! The groups will be formed of at least ten people who will be facilitated to discuss why they prefer certain shoe and not the other. Moreover, like most global brands Nike also has separate Facebook pages for each of its product in categories manner. Comparing two brands: Nike and Adidas Introduction In order to understand the reputation of how brands work, we shall be covering two sports brands and discuss how their marketing strategies and the brand itself have made their name in the market. All rights reserved Gradesfixer ™, “Marketing Strategies between Adidas & Nike.”, Marketing Strategies between Adidas & Nike [Internet]. The customer can search for a relevant area and facilitate a personalized kind of marketing. At the end of a product cycle, a company needs to get the products to the target customer. Both brands not only sell their products but also pitch a lifestyle to their customers, appealing to diverse market segments through products such as the Nike Pro Hijab or the Adidas Ocean Plastic sneakers. The methods to be used are: Interviewing is a method of primary data collection where the researcher uses structured or unstructured questions to get information. Signboards are placed at different parts of the city to create awareness (Sadler 2003). 2010. It divides its products according to their use, for example, in the case of football apparels; the company uses personalities in soccer industry. Adidas outsources its production and manages marketing domestically. Adidas vs Nike: Marketing Communication Strategies. On the other hand, Adidas has production plant in Germany where they adopted the outsourcing approach of Nike by outsourcing to countries in Asia. (2020, May 25). What the customer will need to do is just key in a word of search and he can get the required information. They capitalize on the fact that many people like to look good while they are performing an activity, which enables them to be part of the mainstream consumer crowd. The personalized means of marketing gives the customer feels at free will to control what he will consume. The compositions will be men and women but emphasis will be on people of the same age group (an age difference of five years will be appropriate) and if possible same social status. Nike and Adidas are international sports shoes making companies that have been successful in the business through adopting of appropriate marketing tools. Adidas and Nike follow a strategy of premium pricing that refers to an approach where businesses charge higher price for their goods. New York, Best Business Books. Most of the dedicated sports pages are updated on a daily basis with videos or images, while the corporate page is updated almost once a week. There are individuals who are stars in various spots that are sponsored to use Nike shoes, for example, in English premier league the company have targeted Didier Drogba, Christiano Ronaldo, and Wayne Rooney. Unsurprisingly, Western Europe is the main market for Germany’s Adidas while North America is the biggest market for America's Nike. It integrates advertising, public relation, direct marketing and personal selling. IvyPanda. But hardly anyone understands how mighty it is compared to other global brands out there, like Adidas, for instance. Nike and Adidas are two of the world’s most iconic brands easily identified by the famous swoosh and three stripes logo. The method has a strong point in that it gets access to a large population making it relatively cheap method of advertising. 2019 Jan 03 [cited 2020 Dec 18]. Available from: https://gradesfixer.com/free-essay-examples/marketing-strategies-between-adidas-nike/, Recieve 100% plagiarism-Free paper just for 4.99$ on email, *Public papers are open and may contain not unique content. Up until 2015, Nike led with a 86.2 billion market share, a far cry from adidas’ 17.1 billion. Fans will also be interviewed on what influences their choice of shoes. According to its financial reports released in 2008, the company had managed to employ over 30,000 employees distributed in different parts of the world. It’s not difficult to see why: boosted by smart marketing and a well-timed launch at the height of the 1970s-80s fitness boom, Nike … 2010. class of men and women. athletic apparel companies in the context of Bahrain. The target markets of these 3 giants are very similar, but each of them has its specific tactics to attract customers and make them loyal. The influence that he is likely to cause is high. To gain the global recognition, Nike shifted focus to soccer, while Adidas rules the global market, mainly the soccer that is defined as the “world sports.”. Adidas vs Nike: Marketing Communication Strategies, Debenhams Company Integrated Marketing Communications, Advanced Marketing Strategy of Adidas Group, Adidas in 2009: Adidas Restructuring Processes, CSR in Ethnic industry for Adidas, Nike and Rebook, Pricing: The Sneaker Pricing Wars (Adidas-Nike), Adidas and VF Corporations Business Strategies, Planning and decision making in management. But Adidas remains a strong competitor and a strong second in the market. Nike vs adidas 1. Adidas has increased its internal processes through green supply chain management. 2020 © gradesfixer.com. The company’s founders are Bill Bowerman and Philip Knight. In this strategy, Nike focused on innovation and massive investments on research and development activities aimed at producing the best footwear, apparel and athletic equipment (Adidas, 2019). Nike’s high variance could mean that more Nike’s sneakers are either a hit-or-miss, whereas Adidas’ shoes have a more consistent quality. Conclusion. What’s your deadline? Adidas has almost four times the number of products than Nike has in its portfolio. Certain information is given as updates in the social networks and users can get their queries solved over them. Anctil, E. 2008. Same as Adidas, it also sells its products online. This was in the move to persuade a great number of golf players and supporters to use the products. The idea for establishing the company was in 1964. Winner: Adidas. Despite the market for the industry increasing, there are international companies in the industry that adopt different marketing strategies for their success. Nike and Adidas faced an intense competition. Puma Company: Marketing Strategy: Nike And Adidas 1592 Words | 7 Pages. Adidas is the closest company to Nike in terms of marketing strategy. Nike and Adidas are two of the small number of retail companies faring well in the retail apocalypse. The display also takes different forms; it can be found on benches, buses sign boards among other places. May 25, 2020. https://ivypanda.com/essays/adidas-vs-nike/. Remember: This is just a sample from a fellow student. Not only does Nike do a decent job of marketing itself using the four main social networks, but it has also taken the time to establish its own unique social platform through Nike+. For example before a football match, in between news, and after/before a certain program that is a favourite to many. Other than in Ivory Coast, he is the number one choice striker for Chelsea. For full functionality of this site it is necessary to enable JavaScript. This is through adopting mechanisms that focus on improving such relations. Nike has global football page featuring Cristiano Ronaldo and Andres Iniesta, as well as a lot of product-related posts. IvyPanda. Company’s official Website. Earl, P., 1996. Mowen, J.C., 2004. They use integrated marketing strategy to market their goods. The strategy that the company uses is one that utilises current players who have good reputation, for example, it use golf player Tiger woods. They use integrated marketing strategy to market their goods. They may offer to give some shoes to players in these countries for the good of the company, for example, in 1998 football world cup, the company offered shoes to Brazil, a team that was participating in the world cup. The paper illustrates the promotional and advertising strategies of various leading brands of global sports apparel business sector i.e. As a method of primary data collection, the researcher will be watching DSTV and learn on which teams are using either Nike or Adidas products. It was registered as a company according to Germany company laws in 1949. 1. The company has seen its financial performance and global presence growing in the recent years. The company has diversified to different countries and has managed to develop a strong brand name (Nike Official Website 2010). This is where it approaches sporting clubs and seeks for contacts to work with them. He even doubles as the top scorer of 2009 English premier league. IvyPanda. The above discussion made it apparent that a strategy of Nike revolves around creating a unique and distinct identity for each sport is effective and smart. Williston, American International Distribution Corporation. This aims at creating a human face with the market where they can interact with the company easily. If you fit this description, you can use our free essay samples to generate ideas, get inspired and figure out a title or outline for your paper. Companies manufacture sporting equipments ranging from clothes, shoes and other equipments need to market their products effectively. Company’s official Website. Even though no company compares to Nike’s endorsers and marketing strategy, Adidas’ products are provided the consumer with a better experience. You are free to use it for research and reference purposes in order to write your own paper; however, you must. Nike also incorporates the "cool" look into all types of shoes and merchandise. Nike has enrolled its company with face-book and Twitter where it can share information across the world. Nike offers customization to gain competitive advantage. Everyone knows Nike. One caters for swoosh addicts, while the other caters to stripe enthusiasts. For example, when the potential customer keys the word sporting shoes, then the search engine brings an option with the company’s name. Will consume where basketball is more popular is lower feelings towards the products of the company produces products. 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Despite the market for the industry increasing, there are two arguments people make when it comes to eCommerce behavior! Are around nine teams sponsored by Adidas and global presence growing in the industry that adopt different marketing strategies have!