nike vs adidas
VS
1
A COMPARITIVE ANALYSIS OF MARKETING
STRATERGIES FOLLOWED BY NIKE AND ADIDAS
TEAM MEMBERS
ANUPAMA VENU
CLAES JOTORP
DEEPAK TUSHIR
GUSTAV TENERZ
SAIRAM KRISHNAN
SANJAY SHARMA
SUNANDA SURESH
09014
09126
09032
09128
09088
09090
09112
2
INDEX
1. INTRODUCTION
1.1. BRIEF ANALYSIS OF INDUSTRY
1.2. BRIEF DEFINITON OF INDUSTRY
1.2.1.TRENDS IN THE INDUSTRY
1.2.2.MARKET ANALYSIS
1.2.3.MAJOR PLAYERS AND MARKET SHARES
1.3. MAJOR FORCES SHAPING THE INDUSTRY
1.3.1.PORTER͛S FIVE FORCES
1.4. PREDICTION FOR 2009-2010
1.5. THE COMPANY AND MAJOR PRODUCT LINES
1.5.1.BRIEF HISTORY OF COMPANY
1.6. FLAGSHIP PRODUCTS, MAJOR PRODUCT LINES, RECENT FORAYS
1.7. HISTORY OF THE BRANDS
2. MARKETING STRATERGY
2.1. CUSTOMERS
2.2. COMPETITORS
2.3. COLLABORATORS
2.4. COMPANY
2.5. CONTEXT
2.5.1.TECHNOLOGY
2.5.2.SOCIO CULTURAL
2.5.3.ECONOMIC
3. SEGMENTATION, TARGETING, POSITIONING
3.1. MARKET SEGMENTATION
3.2. SEGMENTS TARGETED
3.3. POD͛S AND POP͛S
3.4. VALUE PROPOSITION
3.5. POSITIOING
3.6. EVOLUTION AS A BRAND
4. MARKETING MIX
4.1. PRODUCT
4.2. PLACE
4.3. PRICING
4.4. PROMOTION
5. ANALYSIS REPORT
5.1. CUSTOMER SURVEY
5.2. MARKETING STRATERGIES
5.3. PORTER͛S GENERIC STRATERGIES
5.4. CREATING VALUE
5.5. CAPTURING VALUE
5.6. SUSTAINING VALUE
6. REFERENCES
3
INTRODUCTION
Brief Analysis of Industry
Sport is an integral part of modern contemporary society. Sport has always been associated with discipline, dedication and perfection and hence sportsmen have always been respected, across borders, religions and races. Sportsmen, professional or amateur, need quality gear, specific to their game, to be able to compete better. It is this market that the two conglomerates, the subjects of our study, cater to. Both these companies started off as footwear makers for the modern athlete, their innovative designs and technology creating waves. But now these firms have diversified. They compete on the broader platform of
1
A COMPARITIVE ANALYSIS OF MARKETING
STRATERGIES FOLLOWED BY NIKE AND ADIDAS
TEAM MEMBERS
ANUPAMA VENU
CLAES JOTORP
DEEPAK TUSHIR
GUSTAV TENERZ
SAIRAM KRISHNAN
SANJAY SHARMA
SUNANDA SURESH
09014
09126
09032
09128
09088
09090
09112
2
INDEX
1. INTRODUCTION
1.1. BRIEF ANALYSIS OF INDUSTRY
1.2. BRIEF DEFINITON OF INDUSTRY
1.2.1.TRENDS IN THE INDUSTRY
1.2.2.MARKET ANALYSIS
1.2.3.MAJOR PLAYERS AND MARKET SHARES
1.3. MAJOR FORCES SHAPING THE INDUSTRY
1.3.1.PORTER͛S FIVE FORCES
1.4. PREDICTION FOR 2009-2010
1.5. THE COMPANY AND MAJOR PRODUCT LINES
1.5.1.BRIEF HISTORY OF COMPANY
1.6. FLAGSHIP PRODUCTS, MAJOR PRODUCT LINES, RECENT FORAYS
1.7. HISTORY OF THE BRANDS
2. MARKETING STRATERGY
2.1. CUSTOMERS
2.2. COMPETITORS
2.3. COLLABORATORS
2.4. COMPANY
2.5. CONTEXT
2.5.1.TECHNOLOGY
2.5.2.SOCIO CULTURAL
2.5.3.ECONOMIC
3. SEGMENTATION, TARGETING, POSITIONING
3.1. MARKET SEGMENTATION
3.2. SEGMENTS TARGETED
3.3. POD͛S AND POP͛S
3.4. VALUE PROPOSITION
3.5. POSITIOING
3.6. EVOLUTION AS A BRAND
4. MARKETING MIX
4.1. PRODUCT
4.2. PLACE
4.3. PRICING
4.4. PROMOTION
5. ANALYSIS REPORT
5.1. CUSTOMER SURVEY
5.2. MARKETING STRATERGIES
5.3. PORTER͛S GENERIC STRATERGIES
5.4. CREATING VALUE
5.5. CAPTURING VALUE
5.6. SUSTAINING VALUE
6. REFERENCES
3
INTRODUCTION
Brief Analysis of Industry
Sport is an integral part of modern contemporary society. Sport has always been associated with discipline, dedication and perfection and hence sportsmen have always been respected, across borders, religions and races. Sportsmen, professional or amateur, need quality gear, specific to their game, to be able to compete better. It is this market that the two conglomerates, the subjects of our study, cater to. Both these companies started off as footwear makers for the modern athlete, their innovative designs and technology creating waves. But now these firms have diversified. They compete on the broader platform of