Nike vs Reebok Final

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$e Ree%o$


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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


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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

;


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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


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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


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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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Nike vs Reebok Final