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Strategy Final Project - Nike x Adidas

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by

Livia Fukuda

on 27 April 2011

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Transcript of Strategy Final Project - Nike x Adidas

Strategy final project Strategy Performance Recommendation
Marketing * Focus on individual performance
* For athletes, top performers * Focus on group performance
* For everyone
* Connection between sports and music
* Official sportswear partner Beijing Olympic Games 2008
Adidas
* $100 million in cash and merchandise donations for the partnership rights
* Supply apparel to athletes, staff volunteers and technical officials
* Sponsor interactive Internet gaming featuring several Chinese athletes, to place its brand in front of the crowd

Nike
* Focusing, as usual, on sponsoring specific athletes "A high jumper will have a Nike shirt on while jumping, then an Adidas shirt when receiving a medal on the stand. Which would you rather have?" http://en.wikipedia.org/wiki/Adidas
http://en.wikipedia.org/wiki/Nike,_Inc. The world's leading supplier of soccer clothing (national teams of England, Ireland, Sweden and Norway)
Exploit the growing popularity of soccer
For Umbro: benefitial from marketing expertise and financial strenght of Nike
Umbro pulls resources and expertise out of the mother ship as opposed to pushing the mother ship onto the brands Key Sucess Factors *Product development/Technology

*Channel management/Distribution

*Marketing Strategy Final Project Product Lines Nike Adidas Brand Portfolio Price Premium Premium Production Acquisiton Strategy Today (2004), soccer sales are nearly $1 billion, or 25% of the global market. This year, for the first time, Nike's share of the soccer shoe market in Europe, 35%, exceeded Adidas, at 31%. * Growth through non-Nike brands - expand product portfolio into sports performance and lifestyle categories (fashion). 20% of the U.S. market and the potential to better challenge leader Nike
Entering in entertainment endorsers (line of shoes branded with rapper 50 Cent’s)
Access to Reebok’s licenses to clothe players in the National Football League and National Basketball Association
Adidas advance their position on the sporting goods industry
Use celebrity pitches to enter in the fashion indsutry
Reebok mantain their headquarters
which features pitches from celebrity entertainers and athletes in an effort to draw younger buyers who regard sneakers as high fashion http://www.scribd.com/doc/25005456/Marketing-Strategy-of-Nike
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