BUS 508: Contemporary Business
Instructor: Dr. Gannage
Strayer University
Abstract
Promotion and advertising strategies differ significantly among companies. This paper will look at the promotion and advertising strategies used by Nike and Adidas. Both Nike and Adidas are athletic sportswear companies whose products are very popular throughout many parts of the world and have been the top two leading sport companies in the industry.
This paper will compare and contrast the promotional strategies used by Nike and Adidas, recommend two ways marketing information could be used to differentiate itself in the marketplace, propose two uses to consumer-oriented promotions, analyze the strategic manner in which the leading company group has made its pricing decisions, and determine the most effective advertising medium for a company in sports apparel.
Company Comparison
Nike is an international U.S.-American sportswear manufacturer. It was founded by Bill Bowerman in the year 1972 and the slogan is “Just Do It”. On the other hand, Adidas is a worldwide sportswear manufacturer based in Germany and founded by Adolf Dassler in 1949. The slogan is “Impossible is Nothing”. These two companies offer a wide range of products for their customers; mainly sportswear for men and women. They also provide their customers a variety of footwear such as sports shoes, casual shoes, boots, sandals, and stockings. While they sell similar products, Nike products are generally more expensive than Adidas because all Nike brands have more advanced technology.
Nike and Adidas have also been the top sponsors in the sports industry. Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams, and college athletic teams. In contrast, Adidas sponsors professional soccer, tennis, and general athletics - mostly with clothing. In terms of market focus, U.S. retail is a key focus for Nike in connecting with consumers, both online and...