OBJECTIVE OF THE STUDY

Primary and secondary Objectives

 To understand the competition between Nike and

Adidas . (PRIMARY)

 To analyze the financial position of Nike and

Adidas. (PRIMARY)

 To understand Athletic footwear industry.

 NIKE : INTRODUCTION
Founded: 24 January 1964
Founder(s): William J. "Bill" Bowerman , Philip H. Knight
Headquarters: Beaverton, Oregon, United States
Area served: Worldwide
Revenue US$ 18.627 billion (2009)
Operating income US$ 2.199 billion (2009)
Net income US$ 1.883 billion (2009)
Total assets US$ 12.443 billion (2009)
Total equity US$ 7.825 billion (2009)
Employees 30,200 (2009)
ADIDAS: INTRODUCTION
Founded 1924 (registered in 1949)
Founder(s) Adolf Dassler
Headquarters Herzogenaurach, Germany
Revenue US$ 15.6 billion(2009)
Operating income US$ 1.5 billion(2009)
Profit US$ 933 million(2009)
Employees 38,980 (2009)
MARKETING MIX………….
PRODUCT PRICE
Athletic Shoes Nike Comes under Ceiling price, the cost of
Apparel making one pair of Shoes is less than $25 But
Sports Equipment it adds more than $15 for Compensating &
Accessories paying for R&D, Advertisement and sales
team.
To add up : the total cost for one pair of shoes
will be $80.

PLACE
Nike sells its product to more than
25,000 retailers in the U.S. (including
Nike's own outlets and "Niketown"
stores) and in approximately 160
countries in the world.
PROMOTION
Nike positioned its products as high
performance shoes designed with high
technology features. Nike athletic shoes were
targeted at men and women aged between 18
and 34 years. Nike sells its products in
international markets through independent
distributors, licensees, and subsidiaries.
MARKETING MIX……..
PRODUCT
Athletic shoes
Apparel
Accessories
PLACE
Shoes from the Adidas are available in
virtually every country of the world.
Adidas Group generates revenue by
selling its products to retail stores. In
addition to selling its products to retailers,
the brand has 1332 own-retail stores
worldwide, included 329 new stores
opened in 2008
PRICE
Adidas products are generally cheaper
than Nike products, much of pricing can
be directly proportional to the type of
technology incorporated into the shoe.
Premium -pricing Strategy
PROMOTION
Adidas use several advertising media to
promote their product in the marketplace.
Different advertising media use in the in
the market like commercial
advertisement, Print media
advertisement, Celebrities advertisement,
Online advertisement,
e-mail etc.
ATHLETIC FOOTWEAR INDUSTRY:
MARKET ANALYSIS…….

ADIDIAS BUY REEBOK SHARES

Nike – 31%-42%
NIKE Adidas -- 16%-
ADIDA 31%
27%
S 40%

PUMA
REEBO
K

6% 7% 16%
MARKET SHARE

13%
6% NIKE
The combined market share
42% ADIDAS
captured by Adidas &
12% REEBO
Reebok is 39%..... Still less K
than Nike by 3% PUMA
27% OTHERS
DATA INTERPRETATION…..
Sports

12% Cricket
6%
46% Football
12% Favourite sports
Tennis
Basketball
24% Others

Brand
10% Nike
10% Adida
42%
s
Puma
38%