Transcript Nike VS Adidas - e-WLCI

NIKE VS ADIDAS
INTRODUCTION
Sport is an integral part of modern contemporary
society.
 Both these companies started of as footwear
makers for the modern athlete, their innovative
designs and technology creating waves. But now
these firms have diversified.
 Today they are among the world’s top
corporations, with a worldwide presence.

COMPARATIVE STUDY OF
BOTH COMPINIES
MARKET STRATEGY
Both Nike and Adidas are a well known and
accepted brands. Their main customers are
athletes and sports enthusiasts but it doesn’t
limit there.
 Men women and even children are well versed
with the brands and use them.
 For Nike and Adidas, the Beijing games are a
brawl for 21st century dominance of the sneaker
world.
 Both companies expect the country to be its
second-largest market, after the U.S, within a
few years. "It's the ultimate land grab," for both
Nike and Adidas.

CONTINUED..
Nike has expanded its global lead over its rival
over the past three years. Nike's 36 percent
worldwide market share dwarfs the 21.8 percent
share for Adidas, according to Sporting Goods
Intelligence.
 The strategies adopted by Adidas have been
successfully implemented in several areas. They
always ensure that the needs of various
consumer groups are fulfilled by going into
partnership with high-end designers and
technology.
 Adidas has been consistently dragged down by
the once-mighty Reebok brand, which contributes
about 6 percent to its parent's total.

MARKT SHARE OF BOTH
COMPANIES
CONTINUED..
The graph clearly demarcates the market shares
of the major players in the industry.
 Nike is the leader with 31 pc of the global market
with its closest competitor being Adidas with 16
pc.
 They are very emphatically the major players on
this pitch with the other big guns being Puma
and Reebok.

CUSTOMER SURVEY
I conducted a customer survey to find out the
customer preference and why people prefer a
certain brand.
 My survey consisted of people in the age group
15-40. Most of them preferred Nike to Adidas,
but felt that Nike was overpriced.
 Those who preferred Adidas, however showed
great brand loyalty to the brand.
 I asked them to rate attributes like quality, price,
durability, comfort, style, advertising and
innovation on a scale of 10.
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CONTINUED..
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The results that we obtained is graphically
shown below.
12
10
8
Nike
6
Adidas
4
2
0
Quality
Durability
Price
Comfort
Style
Advertising
Innovation
CREATING VALUE
Nike and Adidas provide customers the best
goods in athletic footwear.
 They give importance to comfort, durability and
value for money.
 Nike is known for coming out with innovative
products like Nike+.

CONTINUED..
Adidas on the other hand offers
customers the same value but at a
marginally lower cost.
 Both Nike and Adidas are taking full
advantage of the newly expanding
footwear market.

SUSTAINING VALUE
According to our survey, both brands have been
successful at retaining customers.
 Adidas has higher brand loyalty among the two,
but Nike’s cutting edge technology enables it to
maintain its customer base.
 Adidas’s three stripes and the Nike’s swoosh are
among the world’s top logos but the swoosh is
dominant in most places.
 Both Nike and Adidas are fully exploiting the
growing footwear market.

THANKYOU