Presented by

Nafiesa Lauza M H
Ricky Fauji
Riza Antares
Rury Muhandar
 Outline

1 Both companies profile, product portfolio, and business performance

2 Situation analysis (5 Forces) & marketing strategy

3 Product advertisement & interview report (consumer and retail)

4 Marketing insight (strategy to market leader & challenger)

Company
History
 Bill Bowerman & Phill Knight

Founded as Officially Introduce Opened first

Patent the Acquisition Market Leader in
Blue Ribbon become tagline store in
shoe model of Converse Sport Shoes
Sport Nike “Just Do It” Portland

1964 1971 1974 1988 1990 2003 Now

Adolf “Adi” Dassler

Adolf Dassler Brand name Adidas Telstar Produce First Adidas Launche
Market Leader in
made first Adidas patent to sportswear store opened d
Sportswear
spike shoe introduced WC ball for fashion in Berlin “All in”
campaign

1920 1948 1970 1980 2001 2011 Now

Product
Portfolio
Moon Shoes Waffle Trainer Tailwind Air Max
1972 1974 1979 1987

React Lunar Glide Free Shox

2018 2011 2005 2000
TRX L.A Trainer Dave Mirra Climacool
1979 1984 1996 2002

Ultra Boost Energy Boost Adizero Primeknit

2018 2013 2012
 Business
Performance
 Total Net Revenue
40
37
34 34.3
31
32.3
30.6
Billion Dollars

28
25
22
21.2
19
16 18.4
16.9
13
10
2015 2016 2017
Source:
Yahoo Finance
 Stock Price

Source:
Yahoo Finance
 Stock Price

Source:
Yahoo Finance
Situation
Analysis
 Situation Analysis
5 Competitive Force Model

Competitive Position Nike React Adidas Ultra Boost

Supplier Strength Pou Chen Corporation (China) Pou Chen Corporation (China)
PT Ban Brothers (Indonesia) PT Ban Brothers (Indonesia)

Buyer Power Technology -> foam & chip Plastic Recycle

Competitive Rivalry Adidas Ultra boost Nike React

Threat of Substitution League, Bata, Reebok League, Bata, Reebok

Threat of Newcomers Skechers Skechers

Marketing
Strategy
 Nike React
Market Segmentation Market Targeting

Demography: • Employees and College Student

Occupation, High Income, Young Adult • 20 - 30 Year Old
• Loyal Customer
Psychographic:
Brand Minded, Trend Oriented

Behavioral:
Frequently, Collective, Desire

Product Brand Positioning

• Product Diversification • Product with high technology

• Flagship • High Performance
 Nike React

Pricing Integrated Marketing Communication

• Premium price • Advertising

• Odd Pricing • Sites
• Online Social Media
• Nike Warehouse Sales
Integrated Marketing Channel

• Official Offline Store

• Official Online Store
 Adidas Ultra Boost
Market Segmentation Market Targeting

Demography: • Employees and College Student

Occupation, High Income, Young Adult • 16 - 30 Year Old

Psychographic:
Brand Minded, Style oriented

Behavioral:
Collection, Frequently

Product Brand Positioning

• Product Diversification • Product With High Technology

• Flagship • Style
 Adidas Ultra Boost

Pricing Integrated Marketing Communication

• Premium Price • Advertising

• Odd Pricing • Sales Promotion
• Online Social Media
• Site
Integrated Marketing Channel

• Official Offline Store

• Official Online Store
 Product
Advertisement
Adidas Ultra Boost
Nike React
Interview
Report
 Retailer Survey

Dimensions
Occupant 20-30 years old 16-30 years old
Who are they? Students and employee Students and employee
Loyal consumer Sport club member
Objective Brand enthusiast Brand enthusiast
Why do they buy? Performance oriented Performance oriented
Sports Sports
Object Nike React (Flagship) Ultra Boost (Flagship)
What do they buy? Rp 1.799.000 - Rp 2.799.000 Rp 2.000.000 - Rp 2.500.000
Occasion On sale On sale
When do they buy? Latest product available
Outlet Official offline store Official offline store
Where do they buy?
Organization Ask for specified type of product Ask for certain function of product
How do they buy? (High Consumer knowledge) (Low consumer knowledge)
 Consumer Survey

Dimensions Nike React Adidas Ultra Boost

Occupant 20-30 years old 20-30 years old
Who are they?
Objective Sports, Fashion Sports
Why do they buy?
Object Nike Revolution 3 Women Adidas Ultra boost
What do they buy?
Occasion Awal dan akhir tahun, pada Awal dan akhir tahun, pada
When do they buy? saat diskon. saat diskon.

Outlet Official Offline Store Official Offline Store

Where do they buy?
Organization Langsung datang ke store Langsung datang ke store
How do they buy?
Marketing
Insight
 Strategy

Market Market
Leader Challenger

Complementar
y Bundling

Increase
Product Increase
Innovation Durability
Thank You
 Pertanyaan
Group 1:
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Group 2:
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Group 3:
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