Adidas Vs Nike
MARKETING MANAGEMENT STUDY CASE
FOOTBALL BETWEEN NIKE AND ADIDAS
INTENSIFIES OFF PITCH
Feriani (0000006978)
Teguh Prabowo (0000006985)
A. Executive Summary
Nowadays the revolution of the football boot has taken a dramatic shift. The battle of the brands has begun and it is claimed ‘football will never be the same again’.
That was the bold statement delivered by Nike, who countered the release from rivals Adidas.
Just hours ahead of the American sports giants’ multi-million pound unveiling, German brand adidas fired the first shot, showcasing their forthcoming all-in-one boot and sock hybrid primeknit offering in an early ambush on Twitter.
B. Customer Orientation
Customer orientation with focusing to understanding customers well enough continuously to create superior value from them, Psion Brand research was conducted and this clearly showed that the conjoined brand was confusing in key markets, adversely affecting recognition and recall. Even a simple Google search revealed that while ‘Psion’ achieved over 5M results, ‘Teklogix’ only gained 1.2M.
Factors that contributed to the company’s lackluster performance included:
A noncompetitive and high-cost operating structure. Psion’s field and country units were autonomous, resulting in duplicated effort. An inefficient supply chain led to wasteful inventory surpluses.
Limited product differentiation. Psion’s biggest product differentiator was “same.” This means that the platform was open, allowing partners to add technology to customize and augment the devices capabilities.
Low confidence among channel partners. Psion lacked a coherent partner program to help its channel market and customize the devices.
In fact vision and values of the company were totally redefined, and a theme of ‘customer orientation’ became the summary term for everything Psion. This gave added context to the need to develop a new and compelling brand identity for the company. It had change
FOOTBALL BETWEEN NIKE AND ADIDAS
INTENSIFIES OFF PITCH
Feriani (0000006978)
Teguh Prabowo (0000006985)
A. Executive Summary
Nowadays the revolution of the football boot has taken a dramatic shift. The battle of the brands has begun and it is claimed ‘football will never be the same again’.
That was the bold statement delivered by Nike, who countered the release from rivals Adidas.
Just hours ahead of the American sports giants’ multi-million pound unveiling, German brand adidas fired the first shot, showcasing their forthcoming all-in-one boot and sock hybrid primeknit offering in an early ambush on Twitter.
B. Customer Orientation
Customer orientation with focusing to understanding customers well enough continuously to create superior value from them, Psion Brand research was conducted and this clearly showed that the conjoined brand was confusing in key markets, adversely affecting recognition and recall. Even a simple Google search revealed that while ‘Psion’ achieved over 5M results, ‘Teklogix’ only gained 1.2M.
Factors that contributed to the company’s lackluster performance included:
A noncompetitive and high-cost operating structure. Psion’s field and country units were autonomous, resulting in duplicated effort. An inefficient supply chain led to wasteful inventory surpluses.
Limited product differentiation. Psion’s biggest product differentiator was “same.” This means that the platform was open, allowing partners to add technology to customize and augment the devices capabilities.
Low confidence among channel partners. Psion lacked a coherent partner program to help its channel market and customize the devices.
In fact vision and values of the company were totally redefined, and a theme of ‘customer orientation’ became the summary term for everything Psion. This gave added context to the need to develop a new and compelling brand identity for the company. It had change