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o the price of its products is high than adidas.

Place/ Distribution

Adidas

The most basic distribution strategy adopted by Adidas is to concentrate resources at the place where most profitable customer segment is available. So for this purpose it opened its shops all around the world. It also focuses on offering total customer service at the place where customer goes to buy its products. In addition to shop, Adidas also gives online buying service.

Nike

Nike on the other end had a strategy of exploring the current and developing new market, so its shops are in nearly 200 Countries. Like Adidas, it sells the products to independent distributors, licenses and subsidiaries. Same as Adidas, it also sells its products online.

Positioning

Adidas

Adidas has its own unique brand positioning in the mind of customers. For instance one of the images of Adidas is those who want to wear light shoe should go for Adidas, rather than going for other brands. Other positioning of Adidas in customers mind is basketball shoes , this is because generally basketball players wears it because of its unique design and light weight.

NIKE

Nike on the other end has image of an innovative company who focuses making new innovations and designing new style shoes. As Nike s one of the main target audience are football players its key positioning in customers mind is to provide competitive edge; help athlete to perform well. Recently in order to improve its brand positioning , it made a deal with NFL by paying 1 billion dollar (approximately) , Nike will produce all the on-field apparels , it will also produce game uniforms and other side line personal apparel and fan gear.

Research Method Used and Its Limitation

In order to carry out research there were two main methods used Primary and Secondary Research methods.

To assemble primary data a questionnaire was designed which compares both athletic brand Adidas and Nike.

Sample Size.

30

While to gather secondary data internet, magazines, annual reports of the company, articles were used.

Manual Method is used to get output information after analysing data.

Time Schedule

Total estimated time used to complete this report will be 9 week.

Limitations of Primary Data Collection Method

1. The first disadvantage of carrying primary research was difference in response. Each individual has its own view. So it was difficult to generalise the information.

2. It was time consuming, costly as it takes lots of time to find a respondent who can fill questionnaire.

Limitations of Secondary Data Collection Method

1. It was difficult to find data from company s website as sometimes they might not say their weakness.

2. The person who wrote secondary data might be biased.

3. The sample used by a secondary person might be small.

Analysis and Discussion

Key findings of Marketing Strategies Adopted By Nike and Adidas after analysing Secondary data ;

Adidas

There are various promotional strategies adopted by Adidas which includes television, internet, billboards and magazines.

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