MARKETING STRATEGY OF

TWO SUBSTITUTE BRANDS

BY SHEERSH KUMAR SHUKLA

 MARKETING STRATEGY OF NIKE
• PUT CUSTOMER INTERESTS FIRST - Customers like great products and they like serious benefits, things that benefit
them personally are easy to justify.

• BASE YOUR STRATEGY ON A FELT NEED – For Nike’s audience , the felt need wasn’t for better running shoes, but for
better way to get in shape.

• BELIEVE IN THE PRODUCT YOU ARE SELLING – As marketers they believe in the product and ideas they are selling.

• SELL EASILY IDENTIFIABLE BENEFITS INSTEAD OF THE PRODUCT

HOW NIKE’S MARKETING STRATEGY EVOLVED

• EMBRACE NEW TECHNOLOGIES

• ADAPT TO THE NEED OF THEIR AUDIENCE – They know their core audience includes heavy instagram users so it
makes sense for their brand to maintain a presence there.
 MARKETING STRATEGY OF REEBOK
• TARGETING – Focusing on the consumers have been an important part of reeebok’s design of products and also its
marketing strategy.

• POSITIONING – The positioning of reebok is to celebrate the distinct qualities of people and appreciate what makes them
who they are.

• MISSION – Always challenge and lead through creativity

• VISION – Fulfilling potential

COMPETITIVE ADVANTAGE OF OF REEBOK

• ADIDAS AS PARENT COMPANY – Adidas’s global presence and strong brand recognition have helped reebok target newer
markets more effeciently.

• TARGETED ADVERTISING – Reebok is a more targeted brand with high concentration on categories such as UFC and
MMA.

• STRONG IN WOMEN’S SEGMENT

• CUSTOMER ANALYSIS