What is Adidas’ marketing strategy? What is Nike’s marketing strategy? Which is more effective? Please help everyone thank you very much
What is Adidas’ marketing strategy? What is Nike’s marketing strategy? Which is more effective? Please help everyone thank you very much
Adidas: Technical Pioneer, without letting go of large sports events
adidas, a brand, has always been synonymous with professional, efficient and simple. Since its establishment, adidas has taken product technology innovation as the driving force for pioneering markets and increasing brand awareness. Because its founder Adi Dasler is an entrepreneur and inventor who is enthusiastic about innovation and entrepreneurs and entrepreneurs. patent.
At the 1936 Berlin Olympics in Germany, the American sprint player Jesse Own, who was persuaded to wear the ADIDAS brand nail shoes, also made Adidas famous in the world. The eldest son Horster Dasler, who has developed the brand with a big market, has a marketing endowment. He was the first to give a free sports shoes to outstanding athletes and signed long -term provision of sneakers and socks contracts with the sports team. At the same time, Adidas actively sponsored the global sports event. By the 1960s and 1970s, adidas had an inevitable advantage in the sports goods market and became a world -class brand in the world.
But after the death of Adi Daller in 1978 and 1985 Holsler Dasler, Adidas lost the main driving force for technological innovation and a brand -seeking manager. Subsequently, during the period of changes in the sports goods consumer market, adidas did not make a corresponding change in brand strategy. In the 1970s, civilian sports have become a trend. Adidas is limited by the limitations of investing in unknown fields, or focusing on professional sports shoes. In the late 1970s, I was caught up by Nike.
In the last 10 years, the competition between adidas and Nike has become increasingly fierce. In recent years, Adidas has begun to adjust its strategy. It has replaced the three -leaf logo with three bars, which looks more fashionable. It also began to fight for the favor of young people, and Kobe Briant, who enables the Lakers to compete for young people. In 2005, Adidas announced the acquisition of US Reebok for $ 3.8 billion. (Rui Bu, the second largest sports goods manufacturer in the United States, second only to Nike and Adi’s world’s third largest popular sports brand.) And the main intention of this strong union is Nike, the most important competitors, Nike. Challenge the dominant position of the American Nike Company industry.
2.nike: Aiming at top superstars, the Blue Ball Jordan tennis industry Fedeler Xiaowei
1962 Nike, which occupied about 50%of the US market share in 1980, initially exceeded more than Adidas sat in the American sports shoes industry. Since then, Nike has started active marketing activities. The marketing strategy of sponsoring global sports events with adidas is that NIKE focuses on sponsoring athlete individuals and signing top athletes. To a greater extent, hoping to the success of the athletes and the modeling performance inside and outside the field. The number of top athletes is the least. , But with strong radiation, it also created the slogan “JustDoit”. Therefore, Nike invested a lot of funds. Please successful and charming well -known athletes to endorse the product. The most successful thing is to cooperate with basketball Flyingman Jordan.
In 1984, in a 5 -year contract signed with Jordan, NIKE gave Jordan’s conditions including stocks to Nike, and Jordan’s name was used on Nike sneakers. Jordan’s total value is as high as $ 1 million per year. Jordan, he exceeded many people’s predictions, became a hero for worship, and completed this impossible task again. Jordan shoes have also developed to the “18th generation”. Jordan let Nike fully in the basketball field. Compared with the mature charm of Adidas, Nike injected the brand image with young vitality to win the love of more teenagers.
This expansion in the melee
NIKE also said, “Our goal is to do the No.1 of Football Brands”, and offensive the football market.
The confrontation between Adidas and Nike
The formulation of a successful strategy must be based on the competitive environment and competition in the company,
A disadvantaged analysis,
When Nike’s competition is weak,
should start with the key factors that determine the success of the company, that is,
from the brand image,
product strategy,
In found the company’s competitiveness,
In order to further create core competitiveness,
The planning and implementation of marketing strategy
for guarantee.
3
.
1
brand image
The good advertising words, that is, brand declaration can properly summarize the brand’s concept,
spiritual and attitude.
Nike classic
‘s advertising word “
just do it
” reflects its brand rebellion and publicity. R n24
years old
For the main target consumer group of
Nike’s brand image is easily dug out by them,
fully illustrates Nike’s self -confidence in brand image communication.
In contrast,
Adidas’ advertisements seem to be tighter than exercise
, from
2004
n2004
The “No impossible” Adidas’s ads after the year
The words interpret from a professional,
eternal sports brand to a hard work,
challenge self,
Encouraging people’s sports brands
The evolution of elephants.
The adidas cleverly merged with “no impossible” with sports competition,
In order to further understand the brand
, let’s enjoy a wonderful Adidas sports declaration:
” It is impossible “to be an excuse for those who are in the status quo. There is
The first record, some people set the first miracle. Then, more people will always break the record and continue to create a new
miracle.
of course,
“There is no impossible”
is not an vow, but is facing challenges,
It cannot be reality.
The people will be suspicious and missed the opportunity, and those sports stars who create miracles use
their own personal experience proves: “There is no impossible” in the competitive world!
Adidas and Nike know what kind of brand image they want to erected,
So what exactly do consumers think of him
This. To this end, Adidas is in
2004
In year, please
acnielsen
did a survey report in Shanghai, Beijing and Guangzhou,
Status.
Here we summarize
4
item
The results of
7
% Consumers first mentioned the Adidas brand and all from Beijing,
Guangzhou is the same,
Shanghai
is slightly lower than Nike.
brand loyalty,
more than
8
% consumers may buy Adidas products first and all from Beijing,
Guangzhou is the same, n R nSto Shanghai is slightly lower than Nike.
The overall brand image (see Figure
2
– n3
).
The description of the brand image,
and the length of the distance from the square to each point means the
position of the brand image in the minds of consumers. The more recognized the description.
In from the figure, it can be seen that
The
position of the
of Adidas and Nike is basically similar, that is, the overall image of the two brands in the minds of consumers is comparable.
The image image, Adidas continued to dominate the football field, and Nike was a basketball hegemon. Running and tennis are not two
‘s strengths. In comparison, Adidas is better than Nike on tennis, and running is vice.
The brand significance in the future development, more than
10
% of consumers believe that the development of Adidas will be faster.
Adi and Nike are basically an agent from all over China. While avoiding vicious competition, opening a store together can give customers more choices