Case study by Manjeet Rana

Introduction part Nike adidas 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 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

MOST IMPORTANT FACTOR BEFORE PURCHASE of Customers

INDIAN PREFFERED BRAND EQUITY

DEMOGRAPHICS SEGMENTS 15000 + males 15-35 age 40000 + Males 25-45 age

Costumers profile Nike adidas 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 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 threats opportunists 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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