Marketing Strategy: Nike Inc. vs Adidas Group

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Marketing Strategy: Nike, Inc. vs. Adidas AG To learn about effective marketing, it is sensible to analyze the strategies employed by successful companies. More specifically, by comparing and contrasting the tactics competitors engage in, one can better understand the various marketing techniques available to a business and how those techniques may benefit or undermine them. Nike, Inc. and the Adidas Group are similar and successful corporations with highly effective marketing campaigns, both having been on the Best Global Brands List in 2012 (Interbrand). The two companies are also direct competitors and an excellent example to investigate. The first major component of any company’s ‘marketing mix’ is the product or service they provide. Nike and Adidas are major competitors in the sporting goods industry. Both companies provide athletic shoes, apparel, and gear and pride themselves on the innovation of their products. They use a multi-brand strategy in order to target smaller niche markets within their industry. For instance, Adidas advertises their fitness oriented goods under the Reebok brand while the Taylormade brand is specifically golf focused. Nike focuses on action sports and youth products with the Hurley brand and like Adidas, uses a golf centered brand, Nike Golf. Both companies also employ a streamlined design concept, keeping their respective logos at the fore front of all their products and packaging. Adidas, however, has recently integrated environmental sustainability into their concept. The new packaging advertises their use of recycled content and seed infused cardboard and encourages consumers to ‘grow the grass you play on’. This new innovative packaging is attractive to the environmentally conscious while allowing all consumers to feel good about the company they are purchasing from. The price point of a product is another important

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