Brand Strategy Nike Mercur

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Introduction Nike Mercurial Vapor (Mercurial Vapor) and Adidas F50 are the leading soccer footwear that have globally captured a huge market share in the international industry. Nike Mercurial Vapor was introduced in mid 2002, when the FIFA World Cup was under way. The term Mercurial Vapor referred to the shoes being exceptionally light to provide more speed and responsiveness to the wearer. Nike debuted the new flashy footwear by having the Brazilian star Ronaldo play with them in the Semi-Final and then the Final match of the tournament. On the other hand Adidas F50 was introduced towards the end of the first quarter of 2004 which marked the beginning of another event; the EURO 2004. Adidas released the F50’s to directly compete with Nike’s Mercurial Vapor range that had been released two years prior. The term F50 refers to the fact that 50 years prior to the release of the brand Germany (parent brand’s origin) won the World Cup using detachable studs on the shoes. Adidas came up with similar design using new technology to bring up the heritage and use it as a tool to promote its new brand. Since their release, both the brands have come up with new models under the same brand with minor tweaks and different designs. Most notably, Nike’s Mercurial Vapor Superfly which was then followed by Adidas’ F50 Adizero, both of which have been endorsed by many superstars of the game. Segmentation, Targeting and Positioning Being worldwide leaders in sports equipment the parent brands (Nike and Adidas) segment their market into vast categories and on multiple levels, which they target with different brands. Since the brands belong to same product category, the segmentation is almost the very same. Geographically segmentation, although is different from segmentation by nationality, we will consider them as one, as Nike and Adidas both target different geographical

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