Marketing Concept & Strategies of Nike and Adidas

This article explores the marketing concept and strategies of Nike and Adidas. It explains the role of marketing, interrelationships between different functional units, and internal and external marketing environment. It also compares the marketing mix of Nike and Adidas and evaluates their marketing strategies and tactical approaches.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explaining the concept and role of marketing in recent times. ..................................................3
The role in marketing concerning the marketing environment...................................................4
How the function of marketing interrelates with the broader organisational context in terms of
objectives, mission and vision. ...................................................................................................4
The interrelationships between different functional units of Nike and marketing. ....................5
Illustrating the internal and external environment in which marketing function operates. ........6
TASK 2............................................................................................................................................7
Comparing the Nike & Adidas on marketing mix basis ............................................................7
Evaluate the marketing strategies and tactical approaches adopted by each business and how
they contribute to the success of the organisations in meeting their overall business objectives
.....................................................................................................................................................9
TASK 3 .........................................................................................................................................10
Developing a Marketing plan which includes the key elements of marketing planning for an
organisation to achieve marketing objectives and extended marketing mix to achieve the
marketing purpose. ...................................................................................................................10
Producing a media plan using the template that includes the recommendations and rationale
for selected the media activities that meet budgetary requirements and objectives of a
marketing campaign and showing integrating the multimedia plan,........................................12
Explaining the quantitative and qualitative criteria and provide a justified integrated
multimedia plan. .......................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the process of activity which create processes, set the institutions, communicate,
deliver and exchange the offerings that have value for consumers clients, society and partners at
large. Marketing is also known as purchase and repurchase for services and products, it is also a
practise of increasing awareness and consideration through advertising, packaging, placement,
promotions, pricing and consumer-driven benefits. Nike is a wider and famous company with
sports brand shoes and gear (Bala and Verma, 2018). This brand is mostly known for its stylish
and athletic products, this brand has also acquired the international fame as most leading sports
shoes and marketer. This enterprise also sells the products through online sites in more than
several countries. This company was founded in year 1964 and also renamed in 1973. The slogan
of this company is “Just Do it” and its logo is 'Swoosh” . This company has different shoes all
over the globe according to the demand of different countries consumers. This project will state
Marketing key components, the role of marketing , the vision mission and objectives of the
company with role of marketing in marketing environment and its interrelates and
interrelationships of the organisation and external and internal marketing environment effects.
This project will also show about the marketing mix of the company and tactical and strategic
approaches.
MAIN BODY
Explaining the concept and role of marketing in recent times.
Marketing in 21st century only has one motive to deliver the best customer experience. Future
generations of costumers are more likely about less time, discretionary income and more and
more choices, this also displays the whole new pattern of spending, geography, depending on age
and wealth (Kartajaya, Kotler and et,al., 2021). If there is any discussion about recent time
marketing technology place crucial role as the Bluetooth, tablets, Touchscreen technology and
also full-colour displays are trending in these times. Although, mere 12 years ago, technology
has completely changed and transformed the way in which one person communicate with other
person and disseminate, access and share information.
Role- It has been major and ultimate goal of marketers to develop and more increase the
popularity and awareness of the businesses they work with, but they also ensure that the brand
value is both in nature durable and tangible. Although part of this procedure means utilisation of

emerging techniques and coping up with the audience trends and also not to be seem antiquated
and out of touch, this is true success of the brand. However, media formats are involved in recent
times which involves the techniques and methods that are employed and remain tested and tried
over the time. Marketers will always prioritise honesty, transparency and integrity to help
emerging businesses appeal to the consumers they are striving to reach anyone with alienating.
This create balance between traditional interpersonal approach and contemporary technologies
with media trends and formats.
The role in marketing concerning the marketing environment.
A marketing environment is the diverse and vast, which consist of uncontrollable and
controllable factors. A good marketer will grasp the marketing environment which helps to :
 Identify opportunities- understanding of the marketing environment which help you to
take advantage and notice of market opportunities before losing the edge (Gausselin,
2019). For example, if the marketing team of Nike sees an upper tick in digital sale over
the shop sale then the company will decide to allocate al the resources to the online
marketing funnel to increase more sales for the company.
 Identify Threats- when the marketer studies the marketing environment that alerts the
potential threats which can affects the marketing activities. For example, A market leader
of Nike could probably diversify their product portfolio to compete with the dominating
organisation. Foreknowledge of this can help to restrategize the company's marketing
efforts to grow and maintain the market share.
 Manage Changes- Marketers pay attention to the marketing environment which helps to
maintain growth and manage changes in a dynamic economy. Marketing managers also
forecast and determine marketing campaign strategies which monitors the marketing
environment.
How the function of marketing interrelates with the broader organisational context in terms of
objectives, mission and vision.
Nike always wants to keep differentiating its products from other competitors. It has also focused
on its services differentiation to compete in the market full of competitor firms like Adidas etc.
It devotes its vast resources on the Research and Development (Li, 2022). Nike follows the latest
trends and more likely introduce more and more fashions with stylish shoes. Low price range

strategies helps the company to boost up its sales and marketing shares among the competitor
firms.
Vision of Nike-
 Sustainable innovation is kind of powerful engine for growth.
Goals/Aims: Minimisation of environmental factors, unleash human capital and transforming the
manufacturing.
Long-term Objectives: Increment of the share of sports apparel market.
Medium-term Objectives: improvement in the quality of the product and convenience of clothes,
with introducing of new developments and technologies.
Short-term Objectives- Reduce the production costs of the products and services.
Mission Statement-
Nike's Mission to be awake the needs and desires of the people who are interested in sports.
Nike's Mission Statement is “To bring innovation and inspiration to every sports person or
athlete all across the globe”.
Nike co-founder and field coach of the legendary university of Oregon track, Bill Bowerman
said, 'The person is always an athlete if has a body”.
The strategies of Nike influences the vision, mission and purpose of the company.
 The innovation imperative.
 Ambition: only with half of the impact increase their business double in size.
 More profound energy and accelerating more towards the low carbon growth of the
economy.
 Future should be more circular in nature.
 When company should collaborate and when it should compete.
The interrelationships between different functional units of Nike and marketing.
Nike company keep the value of all marketing and functional departments not only because it
helps to facilitates decision-making processes but also to establish new market products
(Caetano, 2019). The marketing functions contribution is to establish the prices of merchandises
which is based on the market forces. The Nike organisation gathers all the information of
behaviour of the consumer, level on which consumer is satisfie3d and product enhancement
methods from the market research. The marketing functions helps to company to interact with

the clients and in return, the information gathered from the market is channelled to other
functional departmental areas such as managerial and production departments.
Nike use relationship marketing and mix of relationship (Sheina, Zavyalova and et,a;., 2021).
Nike being a global brand has an maturity phase on the product life cycle. On this level,
relationship marketing aims at the customer retention and more suitable loyalty. On the other
hand, Nike is constant on releasing new products. New products are at the introduction phase in
nature of the product life cycle. In this phase, transaction marketing suits the situation.
Retailers- focus of the company is on retailers around the world is to execute, service and
product presentation. Nike focuses “more on the connections not on the transactions”. This
statement throw light on the Nike relationship marketing orientation (Lahtinen and Rundle-
Thiele, 2020). On the other hand Nike uses mass marketing from the standardized worldwide
advancement campaigns. Mass marketing is impersonal and indirect and one way process.
Therefore this can also be seen as a form of transaction marketing.
Illustrating the internal and external environment in which marketing function operates.
An internal marketing environment which consist of the factors that fall which can be controlled
by the organisation and impacts the marketing operations of the firm . This includes the
organisation's weaknesses, competencies, strengths and uniqueness and essential marketing
elements can be teams and people, capital assets and budgets, the quality of the product and
services and policies of the company. These internal marketing environment factors are
controllable in nature.
The external marketing environment factors includes that cannot be controlled within the
organisation this includes regulatory changes, economic, technological advancements and
competitive forces. These factors can be uncontrollable or controllable in nature but studying
and defining the business changes and marketing team can have the power to stay at the course.
The external marketing environment into micro and macro marketing environments.
The task or micro environment is very specific to the business but external in nature. These
factor consist and engaged in distributing, producing and promoting the business offerings.
The broad or macro environment includes the societal which are large forces which affects the
society as the whole. These are made up of six components, those are political-legal,
technological, economic, demographic, physical and social-cultural environment.

TASK 2
Comparing the Nike & Adidas on marketing mix basis
Marketing plays an important role to grow the firm. But this depend on the marketing
mix. The marketing mix is used to determine the information about the customer taste, interest,
and preference to cater the needs of customer.
BASIS NIKE ADIDAS
PRODUCT The Nike supply a various
range of product. It also
includes the sportswear such
as sports shoes, t-shirt, trousers
and many more. The products
are different in terms of quality
and attributes.
The Adidas also deals in the
sportswear which includes all
the sports accessories. The
main emphasis of Adidas is on
the quality of a product.
PRICE The price of a product is
determine on the value of a
product instead of cost. The
company assert the moderate
price for the commodity. The
Nike possess a premium
pricing because they have
formed a brand loyalty.
The Adidas uses skimming
policy for pricing. The cost of
the product is relatively lower
than the Nike. The company
charges the competitive price
for their goods and services,
along with premium pricing
for specific brands.
PLACE Nike ensures to distribute its
product across the country.
The own store of Nike is
named as Nike town
(Ndofirepi, Mogaji and et,al.,
2020). They have more than
thousand of retail shop in
different areas as well as they
have dispersion outlet in USA
Adidas products are available
at various online platforms
such as amazon, flip-kart and
many more. The firm takes the
help of agents or distributor to
avail their products at different
branded outlets. They directly
sells their product from their

and Europe to assure the
availability of product.
own exclusive stores.
PROMOTION Nike uses several promotional
techniques to promote their
products such as
advertisement,direct-
marketing, build relation with
consumer,individual marketing
and sales promotions.
The company contracts with
the celebrity for promoting
their product and uses the
product placement &
advertising to promote the
product.
PEOPLE People play the major role in
the marketing mix. In the
organisation the people
possess the different activities
at different areas such as sales
and marketing, administration
and many more.
To produce a unique and
different product, company
recruit the skilled and
knowledgeable persons. The
firm includes the employee,
board of directors,
management and other
officials.
PROCESS The company uses different
system and software for proper
functioning. A CAD software
is used by company to design
the products and automated
inventory management system
to manage the inventory.
Adidas uses several process to
deliver the products to the
consumer (Kwok, Yu and
et,al., 2020). It also uses the
automated inventory replenish
system to render the effective
services.
PHYSICAL EVIDENCE The physical existence of the
firm consider the brand name
and brand logo. The physical
evidence enhance the trait of
consumer. The Nike outlets,
billboards and magazine works
Adidas has its brand name and
logo which can be used as the
company has physical
existence. The other stores of
Adidas, billboards and
hoardings, magazines can be

as a physical evidence of the
company.
determine as a physical
evidence.
Evaluate the marketing strategies and tactical approaches adopted by each business and how
they contribute to the success of the organisations in meeting their overall business
objectives
Marketing Strategy guides to achieve the organisation mission whereas, tactical
approach defines short term goals which includes practices, plans and resources. Bot the
company Nike and Adidas uses the marketing strategy on different grounds to grow the
business(NGUGI, MUNGE and et,al., 2020. The Nike and Adidas follows the premium
pricing strategy, charging higher p[rices for their good which had an immense competition.
 Advertising : To approach to the large population this is the cheapest strategy that can be
adopted. The Nike uses the current top celebrities for promoting their product,
collaborating, advertising the products on other mass media platforms whereas Adidas
uses it product in market to create awareness and split their product according to its
usage. The firm shows their product with their usage to attract the customers, and paints
the public or private vehicles with their brand name for promoting the product.
 Personal selling : This strategy involves the individually selling the product to customer
which helps in building the customer loyalty and trust. The Nike uses the sports club to
provide the sports attire to them, it determines the wants of consumers. The officials of
the company visits to the various business lines to make the good relations and through
the visit they discussed the general things, the main motto is to sale their product but this
can't be seen on face (Fertner, Grunfelder and et,al., 2019). And the Adidas involves
itself in the personal selling where the top managers like World Sporting Associations
connect with the big companies and supply them the product. They offer the shoes to
players in the country for increasing the sales of company.
 Product innovations :Supplying the unique and different design of product helps to
grow the business. The Nike has expand the production line including casual wears along
with sports wear and have a positive response. A company supply unique design to attract
the customers. The Adidas has limits the supply of the branded product- Stan Smith and
Superstar with the view to raise the demand of product. The company deals in sportswear

along with clothing, footwear and accessories. The company has changed the sporting
industry through technology.
 Social media strategy : Introducing the products on social media platforms like
Facebook, twitter and Instagram to reach to the customers and attract them to purchase a
product, helps in increasing the sales. The Nike has more social media following. The
tweets are shared repeatedly and the post of Instagram too (Liu and Lu, 2021). This is
the best method to promote the product and increase the sales. The Adidas is engaged in
meme making, developed a “ Thug Life” meme which has become a social driven
campaign for Adidas. Through this meme ideas the brand has proven its superiority. They
have their you tube channel also on which they post the promotional videos of their latest
products.
TASK 3
Developing a Marketing plan which includes the key elements of marketing planning for an
organisation to achieve marketing objectives and extended marketing mix to achieve the
marketing purpose.
Strategic planning or marketing plan is the process in which enterprise's leader discovers the
vision for future purpose and then identifies the company's goal and objectives. This process
includes the sequence of establishing the goals that should be achieved by organisation and the
vision can be stated. The strategic plan of Nike can be explains as follow:
Vision: The company see the world where everyone is an Athlete- related in the movement of
joy and driven by the passion of sports and sustainability for innovation, the company aims to
bring inspiration to bring sports daily habit to every athlete in the world.
Mission: The company mission is to bring innovation and inspiration for every sports person
across the globe. This mission helps to drive everyone and everything possible to increase human
potential. By breaking the sport innovations and more product sustainability.
Strategies: To use latest innovation for production, low carton growth of the economy.
Company should collaborate when is fit for collaborating and compete when its needed. The
strategies are build on the element that future is circular.
Objectives: The company wants to improve quality of daily products, reduce production, use
latest technology and increase the sports essentials in market.

Tactics- The short-term effects which is made by the company in order to achieve the main
objectives and the tactics followed by Nike is that they select the marketing strategy precisely so
that they can balance with the advertisement campaign in digital marketing.
Product The company is dealing in various products which includes the sportswear such as
t-shirt, sports shoes, trousers and sports equipments etc. These products are
different from other competitor firms and excellent in terms of attributes and
quality.
Price The price of the products are determined on the value of the product instead of the
cost. The organisation assert the price of the commodity in moderate way. The
Nike is established brand is goes for the premium pricing because of the goodwill
formed in the market and formed the brand image loyalty.
Place Nike makes sure that the product of the company should be distributed across the
globe. The Nike Town is the own store of Nike (Opresnik, 2018). They have more
than thousand of retail shop in different region as well as they have dispersion
outlet in USA and Europe assures the availability of the products.
Promotion Nike has many promotional tools and techniques through which products can be
promoted such as build relation with consumer, direct-marketing, advertisement,
sales promotions and individual marketing.
Implementation- It is important for an organisation to implement the plan so there resources can
be allocated in a correct direction and manner. Nike can allocates the sports products and
resources with taking help of marketing budget. By controlling the performance, there are
different measures which are adopted by the enterprise so that they can correctly maintain the
performance and budget. Key performance indicators can be used to improve and measure the
overall performance.
Evaluation- Elements of evaluation is concerned with the collection of information and the
follow up of how the plan is evaluated as this is impossible for the organisation to achieve the
desired outcomes and goals. While developing the market, Nike compare and analyse the actual
performance of marketing terms and the performance which is needed in the marketing plan.

Producing a media plan using the template that includes the recommendations and rationale for
selected the media activities that meet budgetary requirements and objectives of a
marketing campaign and showing integrating the multimedia plan,
Campaign
type and
Rationale
Objectives Target
Audience
Medium Content Run Time
Nike
campaigning
can be done by
several ways
but social
media like
Facebook,
Instagram ,
tweeter are the
latest platform
to promote the
product and
banners,
Marketing
Boards, ,sports
magazines,
newspapers
with a sports
section etc.
Nike New
product
(Breezy Ball)
launch for
Soccer players
with latest
technology
and needs for
preparing for
sports
tournament
players
(Akhtar,
2018). This
product will
satisfy all the
wants players.
Young
generation
who desires to
be a Athlete in
Future.
The campaign
is run by the
social media
influencers,
social media
websites,
internet,
online
platforms.
The messages
is to support
and motivate
people of this
generation to
pursue more
sports and this
can be done by
providing
latest
technology
products with
enhanced
quality and
has reasonable
rate.
The campaign
will start from
the sports day
and it will
keep running
till the day
company do
not attain the
desired goals
and objectives.
The Nike
company
motive is to
provide a
every essential
equipment to
everybody
who want to
be an Athlete
this mission
should be
completed
through this
campaigning.
Explaining the quantitative and qualitative criteria and provide a justified integrated multimedia
plan.
Quantitative criteria is the process in which all is related and expressed in terms of quantity.
This is based on the quantity specifically and based on duration of the sounds and temporal

quantity. Quantitative is an adjective that simply something can be measured. For example,
products of the numbers despatched, gallons of milk etc.
Qualitative criteria is the process in which information or data cannot be counted or measured.
Qualitative data is based on relating of language and descriptive data (Nica,Ionescu and et,al.,
2021). This data cane be collected by audio, text and images and they are shared through tools
like data visualization such as graph maps, word clouds, timelines, graph databases and
infographics.
CONCLUSION
This project can be concluded as the Marketing created an process through which company can
sell their products and services and earn profit and increase the sales. With the help of marketing
plan and marketing mix which can set the product of the company into the target marketplace
and can achieve the objectives, vision and mission of the enterprise. The digital media plan and
multimedia plan helps the firm to construct a procedure through which companies product can be
launched and be successful for the company's sales. The media platform like social media sites,
online websites, banners etc, helps the firm to promote the product into the marketplace and
helps them to achieve the objectives and capture the target audience easily.

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