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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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