Final Mrkng Nike Case

7/31/2019 Final Mrkng Nike Case

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Topic:-Ambushing Adidas: Nikes

write the Future Compaign


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IntroductionThe case is about the us based sportswear giant

Nike.

It talks about the different promotional

approaches adopted by Nike.

It also talks about the 2 brands Nike & Adidas

during the 2010 world cup.

It also discusses about the unofficial

communication.


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IssuesTo understand ambush marketing & the various

issues & challenges related to it.

To study the way Nike used ambush marketing

during the FIFA world cup.

To study the impact of the write the future

campaign.

To understand the importance of the brand

sponsorship.


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Micro analysis

No. one sports brand in world

Global brand

rank Brand type %shareof onlinebuzz

1 Nike Non-affiliated competitor 30.2

2 Adidas FIFA partner 14.4

3 Coco-cola FIFA partner 11.8

4 Sony FIFA partner 11.7

5 McDonald FIFA world cup sponsor 2.8

6 Pepsi Non-affiliated competitor 2.5

7 Hyundai FIFA partner 2.4


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Conti

Global brand

Strong at R&D and innovation

Strong marketing strategies

Just do itAmbush marketing

Joga bonito campaign

expenditure-US$100mn

sales- US$1.5bn

Not official sponsor


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Macro analysis

Globalization

Brand identification by immediate hit

More positive public perception of Nikes social

responsibilityThreat from official sponsors

Competitors attracting female consumers


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Comparing the Nike and Adidas

Strength of Nike

Competitive Organization

Strong at R & D

Product Range

Weakness

Single Brand

Too many Star Endorsement

Contract Manufacturing

Spread Portfolio Products


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Strength Of Adidas

Market Leadership

Strong Brand

Strong Online Presence

Strong Distribution Chain

Weakness Of Adidas

High Cost structure

Low quality product and service

Limited product


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ADIDAS NIKE

Argentina Brazil

Denmark Australia

France England

Germany Korea

Greece New Zealand

Italy Portugal

Japan USA

Team sponsored by Nike and Adidas in

2010 world cup


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Solution of the case

1. Adidas should understand the marketing criteria to gain th

market share.

2. Adidas should understand the future campaign adopted b

Nike .

3. It should use social media channels to make the brand

awareness among the customers.

4. It should also focus on technical issue i.e. it should adopt

different techniques for innovation .

5. Best marketing strategies should be adopted

accordin to d namic environment.

Solutions To The Case


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ConclusionNike had become the traditional ambush marketer

through backdoor marketing.

Nike has benefitted more from his global event, as

adidas was only the official sponsor.

Nike strategy has played a very important role in

ambush marketing.

As the write the future campaign was successful in

building a massive online buzz for Nike.


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Documents

Final Mrkng Nike Case