Case study by Manjeet Rana

Introduction part

Nike• Nike an American manufacturer,

originally known as Blue Ribbon Sports, was founded by athlete Philip Knight

• The first shoe sold to the public to carry this design was a soccer shoe named Nike, which was released in the summer of 1971.

• The Swoosh and Just Do It slogan are huge brand identities

• Today Nike is the world leader in athletic footwear

adidas• Adidas was formed by German

sports apparel by the founder’ Adi ‘Dassler whose name formed the company s title adidas

• adidas entered India, license agreement with Bata

• joint venture with Magnum International Trading Co. Ltd.

• The trademark three stripes and the slogan impossible is nothing are adidas identity

• first to ever made the cheapest range of shoes in India @-999

Global Market share of Nike and adidas

MARKET SHARE Of Multinationals Players In India

MARKET SHARE Of Multinationals Players In India

MOST IMPORTANT FACTOR BEFORE PURCHASE of Customers

MOST IMPORTANT FACTOR BEFORE PURCHASE of Customers

INDIAN PREFFERED BRAND EQUITYINDIAN PREFFERED BRAND EQUITY

DEMOGRAPHICS SEGMENTS

15000 +

males15-35

age

40000 +

Males25-45age

Costumers profile

Nike

• Nike products don’t compromise on quality, and are always full-price.

• Nike target the readers ,which consist highly independent professionals buyers. Whose income level is not disposal

• Nike consists is for its socials status - i.e. upper class, upper middle class, lower upper class .

• Price range-3000 and above

adidas

• Buyers: young, enthusiastic, impulsive people who seek variety and excitement.

• Customers are attracted more due to discount schemes offered

• Socials status consists of middle class as well as upper middle class

• Price range-1500 and above• Dominated the youth culture

in the market

Swot analysis

strength weakness opportunists threats

A global brand in the world Its famous ‘Swoosh’ recognized

Very expensive prices in comparison with its competitors

The market is always open for innovation

Existing players in the market

Sponsors Indian cricket team maximum fan follows in India

Low market share in India

The large increase in customer base

sells in different currencies

The Nike customer Associated the Nike brand

The retail sector is very price sensitive

High penetration levels

Change in consumer preferences

Nike with unbranded product

• Branded 42 % Unbranded- 58 %

• India still a huge market of unbranded products

• Difficult for brands to enter entry level segments in India

• Difficult to raise price

• Branded sill an urban phenomena

• Looks score above brand names in middle and lower segment

• Unknown product in lower segment area

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