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8/19/2019 Nike vs Reebok Final
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8/19/2019 Nike vs Reebok Final
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Parent Company
Adidas
IndustrySports Equipment
SectorLifestyle and Retail
Tagline/ SloganI am What I am
Founded1895 (as J W !oster and Sons" inEn#land$ %nited &in#dom 'y J W !oster
ProductsSports ear ) !oot ear
Target Group*en$ omen and +hildren from ur'anupper,middle and upper +lass
Positioning-i#h quality$ moderate pri+e ith timelydis+ounts
Parent Company.i/e In+
CategoryApparel$ Sports Equipment and A++essories
SectorLifestyle and Retail
Tagline/ Slogan Just do it
USPShoes that are made for professionalathletes
SegmentSports enthusiasts
Target Group*en$ omen and +hildren from ur'an upper,middle and upper +lass
Positioning
-i#h quality$ hi#h pri+e hi+h #i essatisfa+tion and +omfort
#i$e Ree%o$
8/19/2019 Nike vs Reebok Final
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*ission StatementsNike 2o 'rin# inspiration
and inno ation toe ery athlete3 in theorld
3 If you ha e a 'ody$you are an athlete
Reebok 2o 'e the leadin#
sports 'rand in theorld
3 I am What I am
8/19/2019 Nike vs Reebok Final
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Industry 4 rodu+tsNikeAthleti+ Shoes
ApparelSports EquipmentA++essories
Reebok !oot ear
Sports earSports Equipment
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*ar/et Se#mentsNike
Runnin#!oot ear6lothin#
7olf !oot ear6lothin#
So++er!oot ear6lothin#
Reebok Sport erforman+e
!oot earSport Style
6lothin#
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&ey 6ompetitorsNikeAdidas
Ree'o/.e alan+e Athleti+Shoe$ In+
%*A A7 Rudolfassler Sport
Reebok .i/e
Amer Sports 6orp6alla ay 7olf6ompany
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A+quisitionsNike1995: auer
;
8/19/2019 Nike vs Reebok Final
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6?* E2I2?RS
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SW?2, Stren#thsNike
S oosh Lo#oInno ati e
2e+hnolo#y !o+usLI@ES2R?.76ampai#n.i/eto n
6onser ati e!inan+es
Reebok Attra+ti elo#o42a#line
-as A I AS as itsparent +ompanyLeader in 6orporateResponsi'ility )
Sustaina'ilityuyer Loyalty
8/19/2019 Nike vs Reebok Final
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SW?2, Wea/nessesNike*ale ominate
E e+uti e oard6hild La'our
Reebok Lo la'our +osts
ad pu'li+ity ofunethi+al pra+ti+es
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SW?2, ?pportunitiesNike
7ro th in *enBs!oot ear
Re+ent 7ro th in %S*ar/et Share
Reebok 6ontinue artnership
e elopment to a+quiremore or#anisations asdone 'y parent+ompany
Enhan+e 'randisi'ility 'y openin#sports a+ademiesa+ross the orld
8/19/2019 Nike vs Reebok Final
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SW?2, 2hreatsNikeAs it is an
international 'rand+urren+y Cu+tuationsof +ountries aDe+tsthe 'usiness
Adidas!oot ear mar/et is so
+ompetiti e$ ma or+ompetition fromother 'rands
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6ase Study:• The &om'any as ounded onJanuary 5* 1+6, as Blue RibbonSports %y Bill Bo erman and Phil-ni.ht* and o i&ially %e&ame #i$e*/n&! on ay 0* 1+23!
• An Ameri&an multinational&or'oration that is en.a.ed in thedesi.n* develo'ment and orld idemar$etin. and sellin. o oot ear*a''arel* e4ui'ment* a&&essories servi&es!
• /t is the orld s leadin. su''lier oathleti& shoes and a''arel and ama"or manu a&turer o s'ortse4ui'ment* ith revenue in e7&esso 89 ,!1 %illion in its is&al year
01 (endin. ay 1* 01 )!
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.i/e, o nfallIn 198=$In entory of ;; million pairs of unsoldshoes
In 198>$ Earnin#s dropped 'y ;9 per+entLost .o 1 title to Ree'o/
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o nfall,ReasonsReebok International imited $ a su'sidiary of7erman sports ear #iant Adidas$ had 'eenma/in# shoes sin+e !"#$Aero'i+ +raFe, G!reestyleB shoes$ sales umpedfrom H1 5million to o er H "%S
Reebok %% Fas&ionNike %% Per'ormance
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o nfall,Reasons(+ontd "% S sales of aero'i+ shoe mar/et umped up ard 'y>5< 'et een 198= and 1985$ .i/e didnBt enter till1985
Runnin# shoes had out#ro n fashion of the 198
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6ome a+/MIn 1985$ redu+in# the in entories 'y si#niN+antlydis+ountin#Lay oD a'out >$ .i/eBs 'as/et'all line sho ed a >9 in+rease insales A++ountin# for =9 of all .i/eBs 1985 domesti+foot ear salesIn 198>$ Ree'o/ fell far 'ehind .i/e$ ith domesti+ sales ofless than H=
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Results1988 O .i/e #ainedon Ree'o/ rapidly
i ersiNed out ofsports ear*ar/et share: .i/ein+reased to ;5 $Ree'o/ fell to =;
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Present 9&enario (#i$e):#i$e is&al 01 sales ere 5 %illion* .ro in. in the hi.h sin.les!#i$e as &learly the mar$et leader in s'ort oot ear and a''arel!/n 01 * a&&ordin. to analysis o he !9'orts;ne9our&e!&om (9;9)data* #i$e /n&! had nearly at 5+< snea$er mar$et share at retail inthe 89* hile Adidas /n&! had a%out 10
Released last summer* the a'' evolved out o #i$e s 'ush to eliminatethe use o ha>ardous &hemi&als in the &reation o its 'rodu&ts %y 0 0and has %een in&or'orated into the &urri&ulum at t o desi.n s&hoolsand do nloaded in &ountries!
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Present 9&enario (Ree%o$):Ree%o$ is doin. its %est to s'rint 'ast &om'etitors %y 'artnerin.
ith some o the %i..est trends in itness* in&ludin. 9'artan Ra&e*the multi&ity o%sta&le &hallen.e* and ?ross @it!
The &om'any s e7'anded 'ort olio led to dou%le di.it .ro th in%oth a''arel and oot ear* and its strate.i& relationshi's haverolled over into R D!
(Ree%o$ ill soon release a shoe desi.ned or adventure &oursera&in.!)
/ts %i..est &ontri%ution to the itness orld thus ar mi.ht %eRee%o$ ;# * a .lo%al online &ommunity desi.ned or itness'ro essionals to &reate 'ro iles* 'romote their servi&es* and* o
&ourse* %uy Ree%o$ 'rodu&ts!
The &urate list o 5*000 trainers also serves as a dire&tory or&onsumers to ind 'ro essionals %ased on 'hiloso'hy and s$ill set!Ce &an &onsider it the online datin. o trainin. resour&es=%ut
ithout any ees!
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