Nike Vs Adidas

Branding Assignment
Submitted by:- Alok Mishra (12180), Jyotindra Nath (12139),
Karan Parekh (12088), Kaivalya K (12178) and
Supal Sood (12168)
 Problem Statement

How have Nike & Adidas used the instrument

branding, and what roll does it play in the
competition between Adidas and Nike?
 Nike’s Positioning Strategy

Nike’s Mission:
“To bring inspiration and innovation to every
athlete in the world.”

Tag Line: “ Just do it ”

 Cont…..

 The brand Nike has positioned itself in the minds of the consumer as a
high-end product which is quite costly but gives the value for money
with its service, quality and designs.
 Nike communicate a provocative, aggressive winner attitude which can
be related to the American sports attitude “You don’t win silver, you
lose gold”
 The Nike customer associated the Nike brand with words like sports,
attitudes and life style.

 Reasons for that is one can relate to or identify one self to Nike’s
marketing campaigns like “Just do it” and the companies front athletes
like Cristiano Ronaldo and Tiger Woods.
Evolution of Swoosh Logo of the Swoosh
Logo
 Nike Marketing
 Nike have ambassadors like:
 Roger Federer
 Cristiano Ronaldo
 Lebron James
 Tiger Woods
 Rafael Nadal
 Cont…
 Nike also sponsors top Sporting teams like
 FC Barcelona
 Indian Cricket Team
 Brazilian Football Team
 Manchester United.
 Cont…
• Nike also sponsors events like
 Adidas’s Positioning

Mission: Whenever a person thinks about

sports, it should think about Adidas.

Tag Line: : “ Impossible is Nothing ”

“Forever Sports”
 Cont…
 At the heart of Adidas is passion for sports, passion
for athletes and passion for products.
 the brand values of the Adidas
– authenticity, inspiration, honesty and commitment .
 Adidas has tried to position itself as the best
sportswear brand.
 It has tried to be the brand “with a spirit of
competition”. Its tag line also shows the same.
 The messages from Adidas is; the only one you
compete with is your self.
Adidas Logo’s
 Adidas Marketing
 Adidas have ambassadors like:
 Sachin Tendulkar
 Lionel Messi
 David Becham
 Kobe Bryant
 Cont…
 Adidas also sponsors top Sporting teams like
 Spain Football Team
 German Football Team
 Real Madrid FC
 Chelsea FC.
 Cont…
Adidas sponsors major sporting Event like the
 FIFA World Cup
 French Open
 Euro 2008
 Australian Open
 Target Markets for both Nike & Adidas

Demographic segmentation

✔Age: 15 to 45

✔Income level: Rs. >25,000

✔Social class: Upper middle, lower upper and upper class

✔Gender: Male and female

Psychographic segmentation

✔Experience seekers

✔Achievers

✔Image drivers

✔Strivers
 Customer Profile

 Athletes

 Gym regular’s

 Sports enthusiasts
 Brand freaks

 Image seekers
• Physical
– Product features, symbols & attributes

• Personality
– Character & attitude

• Relationship
– Beliefs & association

• Culture
– Set of Values

• Reflection
– Customer’s view of the brand

• Self-Image
– Internal mirror of customer as user of brand
 Nike

Picture of Sender

Physique Personality
Sports and fitness Like Jordan, Woods…

E I
x n
t t
e e
r r
n n
a Relationship Culture a
l Sponsorship, ethics American, Just do it! l
i i
z z
a a
t t
i i
o o
n n
Reflection Self Image
Aggressive, provocation, in- Cool, I am an athlete
your face

Picture of Receiver
 Adidas

Picture of Sender

Physique Personality
Sports and fitness Traditional, conservative,
collective
E I
x n
t t
e e
r r
n n
a Relationship Culture a
l Quality and heritage European, Traditional l
i i
z z
a a
t t
i i
o o
n n
Reflection Self Image
True sportsmanship, A good Relates more to competing
team player, Strong work than to winning
ethic

Picture of Receiver
 Adidas Nike

Picture of Sender Picture of Sender

Physique Personality Physique Personality

E Sports and fitness Traditional, conservative, I Sports and fitness Like Jordan, Woods…
E I
x collective n x n
t t t t
e e
r A r
e
r
e
r
n n n n
a Relationship a a Relationship
Culture Culture a
l Quality and A European, Traditional
l l Sponsorship, ethics
American, Just do it! l
i heritage i i i
z z z z
a a a a
t t t t
i i i i
o o o
Reflection Reflection o
n Self Image n n Self Image
True sportsmanship, A good team Aggressive, provocation, in- your n
Relates more to competing than to Cool, I am an athlete
player, Strong work ethic winning face

Picture of Receiver Picture of Receiver

Comparative Analysis
 Nike vs. Adidas Ana

• Nike centered their brand equity model on the platforms, the endorsement focus
strategy, creating a dominant media presence, development of Flagship stores,
Nike Town.
• The Adidas strategies were based on, endorsement focus strategy, advertising,
sponsorship programs focusing on major global events, sports associations, and
teams.
• To create brand awareness both companies have been using endorsement
strategies in their brand-building programs.
• What differs is that Adidas focuses on sponsorship of teams and events e.g.
national teams and big sport events like the Olympic Games and different World
Championship events. This will help them to create awareness with help from
different types of media.
• In contrast Nike has their focus on individuals like Roger Federer and T. Woods and
their success stories.
 Nike vs. Adidas
• Nike’s advertising strategy was to create dominant presence in media.
Nike created media presence in several trend setting United States cities.
TV ads linking Nike to a city were used, but real drivers were huge
oversized billboards on buildings that blanketed cities with messages
featuring key Nike-sponsored athletes, not products.
• Adidas took up the competition with Nike through raising their
advertising budget to a level that made it possible to compete with Nike
on the same conditions and the same strength as Nike did to capture the
consumer interest
• Adidas did not just spend more money; they made an impact with
brilliant executions. They made TV and other advertising campaigns. The
company communicate their heritage of innovation, technology and big
success stories with personalities like Roger Federer and Tiger Woods.
 Costumers Perception
 Customers, especially in India, perceive Nike as a much
bigger brand compared to Adidas.
 People also considers Nike better in terms of quality and
style.
 Most important factor which people consider is the
price.
 All Nike users are ready to pay premium.
 Mostly people purchase Adidas only because it is
cheaper.
 Major reason being that Nike promotional strategy of
having the best athletes.
 Conclusion
• Both Adidas and Nike have used the same systems to create their
brand building programs
• The companies are benchmarking each other, using the techniques
from each others successes.
• About advertising both companies have about the same scale and
scope of advertising but they try to communicate different messages
• As we can understand the two companies are aiming at nearly the
same targeted customer group but with a slightly differentiation of
attitude.
• Adidas choose a brand-building strategy that is built on the same
theoretical criteria’s as Nike. But they created a differentiation in
identity of the brand (as seen comparing analysis in the Prism Model
above) compared to Nike.
 Conclusion…
• Adidas had the same strategy within creating equity value to their brand

 Even though Nike is the worlds biggest company Adidas is not far behind.
 Adidas has advertisement budget which is equal to that of Nike.

 Adidas has sponsored some of the biggest sporting events of the world.
 Adidas has matched Nike in terms of Brand Ambassadors.
 Adidas already has leadership in Europe, and is slowly taking leadership in
Asia as well.
 Adidas also has the quality products to match Nike.