Post on 25-Nov-2014
transcript
Case study by Ajay Singh
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
CUSTOMERS’ WILLINGNESS TO PAY FEEDBACK
CUSTOMERS’ WILLINGNESS TO PAY FEEDBACK
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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