Product Depth

PRODUCT DEPTH
Nike has different shoes for different sports like for running on hard surface, smooth surface,
cycling, basket ball, cricket.
PRODUCT LINE WIDTH OF ADIDAS
Foot wear Accessories Sports wear Sport Body Care

Equipments
Foot ball Bags Jackets Foot ball Deo
Running Eye gear Jerseys Basket ball Shower gel
Tennis Watches Scarves Football pump Perfumes
Basket ball Water bottles Swimwear Cricket bats After shave
Mats Pants & tights
Wrist band Tops
Padding Shorts
Hats Sweatshirts
Socks Tracksuits
Dresses
Shirts
Skirts
PRODUCT DEPTH
Under football sports shoes include -Soft ground, hard ground, firm ground, turf rugby,
Astroturf, leisure wear, asphalt, multi surface and rugby.
COLLECTION OF FOOTWEAR
Adipore, Classics, Clubs, F50, Predator
PRODUCT PROFILE
NIKE
Apart from delivering a pair of comfortable sports shoes Nike also provides a number of value-
added features with its products. The features that are a part of every Nike sports shoe are as
follows.
High Performance Sports Shoes:
Nike has patented the “Air” system and has made it into a regular feature in most of its models.
Many models feature an air pocket in the shoe that reduces the weight of the shoe and reduces
pressure on the heels. Besides the overall design and compactness of the shoes have made it a
favorite of many professional athletes around the world.
Comfort:
Nike shoes are renowned all over the world for the comfort they provide. Well padded and
cushioned, they provide a tremendous level of comfort to the wearer and reduce the strain to
his feet while playing.
Lightweight:
This attribute is in line with the two described above. A lightweight shoe provides greater
mobility and eases the pressure on the feet of the wearer.
Durability:
People purchasing a pair of shoes at such a high price often feel that they have made an
investment. They would obviously want to see their shoes last a long time. To prove this point
we draw the example of the authors of this marketing plan. All of us own a pair of Nike’s and
have been wearing them for well over two years – a symbol of the durability of Nike shoes.
Style:
Nike’s designs are considered to be the most stylish in the industry and beat all others as far as
looks are concerned. Attractively packaged, it is a delight to bring a pair home. Add to this the
“Swoosh” – the most recognizable symbol in sports and you have a product that would give the
user a definite sense of pride.
PRICING
Basic Pricing Strategies
The prices vary from depending upon the products offered, each one is different from the other
and hence the pricing strategy is varied for each line. The bottom line is that both brands are
priced on the upper end of the scale, with market leader Nike being marginally higher priced
than Adidas and still commanding a large market.
The prices are set by the company themselves and the dealers have no say in these matters.
The MRP is also set by the company and the retailers make about 20 to 30% profit on the MRP
for each sale. There are annual and bi-annual discounts at the stores which attract better
business than at normal business days.
Adidas Beckham pulse
Price: U$723
Nike Zoom Kobe MVP Sneakers
Price : $10,000
Comes in a Lucite box, signed by

Kobe Bryant
PROMOTION
Promotions are mainly focused on the consumer with prices at trade promotions increasing or
decreasing with the context of the specific promotion drive. Both Nike and Adidas are into a lot
of sponsorships and advertising.
Nike centred their brand equity model on the platforms, the endorsement focus strategy,
creating a dominant media presence, development of Flagship stores, NikeTown and sub
branding. The Adidas strategies were based on, endorsement focus strategy, advertising,
sponsorship programs focusing on major global events, sports associations, and teams, and
sub-brands. To create brand awareness both companies have been using endorsement
strategies in their brand-building programs. What differs is that Adidas focuses on sponsorship
of teams and events e.g. national teams and big sport events like the Olympic Games and
different World Championship events. This will help them to create awareness with help from
different types of media. In contrast Nike has their focus on individuals like M. Jordan and T.
Woods and their success stories.
Nike’s advertising strategy was to create dominant presence in media. Nike created media
presence in several trend setting United States cities. TV ads linking Nike to a city were used,
but real drivers were huge oversized billboards and murals on buildings that blanketed cities
with messages featuring key Nike-sponsored athletes, not products. Adidas took up the
competition with Nike through raising their advertising budget to a level that made it possible
to compete with Nike on the same conditions and the same strength as Nike did to capture the
consumer interest. Adidas did not just spend more money; they made an impact with brilliant
executions. They made TV and other advertising campaigns. The company communicate their
heritage of innovation, technology and big success stories with personalities like Emil Zatopek,
Mohammad Ali.
Adidas tried to spread meanings like “We know then- we know now” and “There is nothing
between you and success, so exceed your own expectations and limitations” and “ Earn it”. The
success was obvious and after hard work and striving toward a top position in the industry
Adidas was back in business.
Nike’s third strategy was to develop, flag ship stores, Nike Town shops in bigger cities, first
national, and then abroad. Nike was the first company to establish flagship stores and it turned
out to be a sensation. Adidas choice was with which they made great success. Examples of that
is the Adidas Streetball Challenge a local three-person team basketball tournament, this event
started out as a trail in Berlin in the beginning Chart-03: Adidas market Share comparison of the
1990s as one time occasion. In the mid 1990s it had become a huge sport event with about
500,000 participants all over the bigger cities in Europe. In the finals in Germany it attracted
3200 players and 40.000 spectators. Adidas made hereby a brand-building success.

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PRODUCT DEPTH

PRODUCT LINE WIDTH OF ADIDAS

Foot wear Accessories Sports wear Sport Body Care

Running Eye gear Jerseys Basket ball Shower gel

Tennis Watches Scarves Football pump Perfumes

Basket ball Water bottles Swimwear Cricket bats After shave

Mats Pants & tights

Wrist band Tops

High Performance Sports Shoes:

Adidas Beckham pulse

Comes in a Lucite box, signed by

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