投稿類別 : 英文寫作 NIKE V.S. Adidas-the marketing device Becky Chang 張淑琪 Kelly Chan 詹雅云 Taichung Home Economics and Commercial High School Class 31 Teacher: Vicky Chou 周巧錡老師
ⅠIntroduction Nowadays, many people like to chase after the fashion. They prefer to buy some brand-name goods, and there are many brands of sports shoes, for them to purchase, such as Nike, Puma, DADA, Adidas and so on. Also, we find that NIKE and Adidas are more popular than others for most of teenagers. We wonder why so many people like to purchase NIKE or Adidas and what the differences are between them in the marketing. The reason why we want to do this research is because both of us like sports players and we want to know why people prefer these sports shoes and their products. The other reason is that we like to do exercise, so we want to know what kinds of sports products we can use more comfortably and what kinds of sports products are cheaper. We find that we can use some ways to collect the information. For instance, we can surf the Internet, read books and magazines, or visit sports owners. We surf the Internet to find some information we want and print it on the NIKE or Adidas web site. We read some books and magazines about NIKE and Adidas and write down some important words. We also can visit some sports owners when we buy some pairs of shoes and ask them some questions. Ⅱ. Thesis 1. The origin of NIKE Nike's precursor originated in 1962, a product of the imagination of Philip H. Knight, a Stanford University business graduate who had been a member of the track team as an undergraduate at the University of Oregon. At the end of 1963, Knight's arrangements in Japan came to fruition when he took delivery of 2 pairs of Tiger athletic shoes, which he stored in his father's basement and peddled at various track meets in the area. Knight's one-man venture became a partnership in the following year, when his former track coach, William Bowerman, chipped in $5 to equal Knight's investment. Bowerman had long been experimenting with modified running shoes for his team, and he worked with runners to improve the designs of prototype Blue Ribbon Sports (BRS) shoes. BRS becomes partnership between Knight and William Bowerman. Innovation in running shoe design eventually would become a cornerstone of the company's continued expansion and success. 1
2. Nike s marketing device A. Celebrity endorsement Nike s ads can be found in TV ads. We know it because of Michael Jordan who is a basketball genius. Jordan s first ad was very successful. By creating a hero and emphasizing his value, consumers feel touching in the ad and notice the products more. B. The seasonable activity This kind of marketing device usually follows player s performances. The different players always show their fortes and use different ways to let audiences have fresh feelings. Contacting with players can let sports fans have their charms. The players using Nike s products become Nike s living ad, and total sales are always good. C. Products in cooperation with the well-known brand Various products are used to accompany other activities and vendors in almost all fields. Therefore, its tennis, soccer and other commodities can be seen above a hook. Leisure shoes are the key for NIKE to be sold in the limited edition. NIKE DUNK SB series of shoes subvert the traditional, bright, contrasting colors, high leather, all of which are a breakthrough for the concept of casual shoes. The shoes editions which cooperate with Stussy and Supreme get much more price in SB series. These shoes which aren t produced more than 4 pairs cost us more than 1, dollars. Therefore, people have more choices and that s why NIKE is second to none. D. Low-priced products sale NIKE sometimes holds some promotional activities for some last season products to be sold in a very low price. It is successful to appeal some elder people to buy them. Those who buy sporting goods are not in order to catch the tide, but only based on comfort and function as the main purpose. 3. The origin of Adidas Adidas s founder, Adi Dassler, was an athlete and a German shoemaker. Because he can fully understand the needs of athletes, and he had delicate craft, he was hailed a genius. Therefore, in his life, he invented more than 7 kinds of sports-related patents and created the Kingdom of Adidas sports goods. 2
4. Adidas s marketing device A. Over exposition: Since Adidas was established, it has been using a lot of advertisements to catch audience s eye. You can see their traces everywhere. B. The star as spokesperson: if there were important games, Adidas would advertise their products, even in the rest time. The way to advertise sports star lets people not only like the star but also the products. C. The success of soccer competition: Get through the 198 s crisis, they are engaged in international soccer competition and make a success. D. Adidas make marry efforts to attract peoples hearts to make people believe that Adidas equals movement. Service quality is strictly controlled, and it not only makes consumers feel the passion and carefulness, but customers show brand loyalty. 5. Nike and Adidas product comparison chart Analysis: NIKE has much more styles than Adidas to attract teenagers, but they have the same part such as basketball shoes. Table 1 Brand NIKE Adidas Style AIR FORCE NIKE KOBE Adidas superstar AIR MAX NIKE BLAZER ADIDAS urban series NIKE SHOX NIKE YEEZY ADIDAS NBA series NIKE DUNK T-mac Age 12~25 years old 15~25years old 25~45years old 6. The comparison of spokesmen Analysis: They both invite the hit sport star in the every sport field, but in the golf part, they also invite Tiger Woods. Table 2 Brand NIKE Adidas Sport Basketball LeBron James, Kobe Bryant Dwight Howard, Jordan Farmar, Kevin Garnett 3
Tennis Andre Agassi, Pete Federer Sampras,Williams Sisters Soccer Ronaldo, Ronaldinho Frank James Lampard, Messi, Steven Gerrard, Beckham Running Lewis Tyson Gay, Felice, Christine Ohuruogu, Haile Gebrselassie Golf Tiger Woods Tiger Woods, Sergio Garcia, Dustin Johnson, Justin Rose 7. Adidas V.S. Nike market comparison Analysis: NIKE has more advantages than Adidas because it invests much money to management; on the contrary; they must take more risk. Table 3 Adidas Strength A. quality C. large market share B. brand awareness Weakness A. less type B. prime cost high Nike A. leader status C. brand preference B. brand loyalty D. good image A. Advertisement is high than others. B have less attraction to middle age 8. Advertising Slogan NIKE (picture C-Just do it) Adidas Table 4 Just Do It: NIKE would like to emphasize the spirit of the brand is JUST DO IT, I believe that the brand positioning has been in people's minds JUST DO IT remind people of NIKE. That is, no matter who you are, you like sport, you do it, and do your best, showing sportsmanship. Keep it in mind so that the public can be confident on NIKE. Impossible is nothing: popularity of the new topic catches teenagers' eyes, and impresses customers, " Impossible is nothing ". (picture D-Impossible is nothing) 4
9. The analysis of questionnaires A. How did you know NIKE or Adidas? during shopping, 35% others, 7% friends introduce it, 28% from ad, 28% during shopping, 36% others, 2% friends introduce it, 23% from ad, 36% friends introduce it during shopping from ad others friends introduce it during shopping from ad others 35 percent of the males knew it during shopping, and 36percent females knew it because of ad. That it, the image of females to sport shoes comes more from ad, but males who know more during shopping may have a wish to buy them. B. What kind of shoes do you usually wear? others, 9% hiking boot, 18% jogging shoses, 27% basketball sneaker basketball sneaker, 45% jogging shoses others, 32% hiking boot, % basketball sneaker basketball sneaker, 28% jogging shoses, 39% jogging shoses hiking boot others hiking boot others 45 percent of the males who wear basketball sneakers occupy a lot in this pie chart, and 39 percent of the females usually wear jogging shoes. That is, boys usually play fierce exercises like basketball in their free time, and girls prefer to go jogging. 5
C.What kind of brand do you like? PUMA, % Adidas, 4% others, 1% NIKE, 5% others, PUMA, 3% 16% Adidas, 41% NIKE, 38% NIKE Adidas PUMA others NIKE Adidas PUMA others Half of males prefer NIKE, and 41 percent of the females prefer Adidas. Maybe, Nike s designs are more available and they appeal to males, and Adidas s designs appeal to females. D. Why do you prefer to buy NIKE shoes? % 5 4 3 2 1 12 35 31 24 39 4 17 15 11 12 faur price wear comfortably special design to worship idols in fashion to have a collection To males, the reasons they like NIKE are special design and good wearing. s think wear comfortably is major concern. Maybe, females think comfort is more important than special designs. E. The comfortable degree of Nike s shoes Item Very good good So-so bad Very bad 4 6 31 62 7 6
On the whole, not only males but also females think NIKE has good comfortable degree of shoes, but percentage of the females is more than that of males. Maybe, males prefer NIKE. F. Why do you prefer to buy Adidas shoes? % 5 4 3 2 1 1 39 3 3 27 2 21 1 13 faur price wear comfortably special design to worship idols in fashion to have a collection 42 percent of the males think it is good wearing, and 41 percent females think special designs appeal to them. That is, females prefer its special designs, and males prefer its comfortable shoes. G. The comfortable degree of Adidas s shoes Item Very good good So-so bad Very bad (%) 4 4 2 (%) 33 67 On the whole, not only males but also females think Adidas has good comfortable degree of shoes. 61 percent females think it good, and both of good and very good have the same percentage in males. That is, females feel OK to Adidas comfortable degree of shoes. H. Which brand s ads impress you more, NIKE or Adidas? Item Adidas NIKE (%) 33 67 (%) 23 77 On the whole, not only males but also females think Nike s ads impress them more. That is, it is efficient that NIKE make a lot of work on the ad of marketing. 7
I. What is the reason that impresses you the most? % 6 5 4 3 2 1 5 45 25 25 2 27 8 celebrity endorsement special monitor effect ad lines others On the whole, most people think it is impressible that famous players propagate it, but percentage of the males is higher than that of females. That is, males know more athletes than females. J. What price do you think is fair? % 5 4 3 2 1 45 34 25 25 23 16 16 16 ~1 11~2 21~3 31~4 41~ dollars Most males accept the price in 21 to 3 dollars, and most females accept the price in 11 to 2 dollars. Not only NIKE but also Adidas costs more than 2 dollars. Maybe, males prefer to buy shoes more than females. Ⅲ Conclusion Though NIKE and Adidas once had a low tide, they are both successful now. In 1993, Adidas replaced the lead and completely adjusted marketing tactics, so that Adidas made a comeback; while Nike had sales decline for some time before we began to realize that strategy must be adjusted, transformed with Nike sports and fashion, the traditional Nike is reborn as a sport and popular indicators. Nike and Adidas shoes from a highly competitive market stand out, relying on innovative marketing strategies. We can easily find the company's marketing strategy and NIKE indeed has a unique 8
perspective. In advertising, NIKE is far better than Adidas. Although spokesmen for both sides are in various fields of the top people, much more capable of packaging NIKE sign players. They will create a super-hero image and create contact with the Department of NIKE. Television ads showed that Jordan leapt in the air and caught the trapeze picture, showing the extraordinary superior humans. In addition, due to the advertisements, "It must be because the shoes" causes consumers to buy their goods desires. The psychological and emotional affiliates are a very effective marketing strategy and can create a steady stream of sales volume. Adidas should do more activities, using the visibility of its contracted players to increase exposure. For example, Nike held an activity "Kobe Super class Asian tour," the NBA's Los Angeles Lakers star Kobe Bryant visit to Asian countries with his fans, would be able to attract fans to buy Nike's products and increase the brand's exposure. Ⅳ Reference note one- 靚 ~(25).Nike 的歷史演進.September 6, 29, from http://tw.knowledge.yahoo.com/question/question?qid=1358318781 note two- 夢夢仙子 (25).Adidas 的歷史.September 18, 29, from http://tw.knowledge.yahoo.com/question/question?qid=115415119 note three-yuku(27).adidas 行銷策略.September 18, 29, from http://tw.knowledge.yahoo.com/question/question?qid=15711251267 note four-black の瑋 (26).Nike 的廣告代言人.September 16, 29, from http://tw.knowledge.yahoo.com/question/question?qid=12642346 note five- 佚名.Adidas Running. September 16, 29, from http://www.adidas.com/campaigns/running_fw9/content/athletes-haileg.aspx note six- 佚名.Adidas-Partners. September 16, 29, from http://www.adidas.com/tw/performance/partners.asp note seven- 張瓊方 (25). 省荷包, 救經濟 台貨正夯!. 台灣光華雜誌.P.32 http://www.sinorama.com.tw/show_issue.php?search=1&id=29198132c.txt&cur_pa ge=1&table=&keyword=adidas&type=&height=&scope=&order=&lstpage=1&num note eight-donald Katz(24). Just Do it-the Nike Spirit in the Corporate World. 台北市 : 9
智庫出版社 Ⅴ Questionnaire 問卷調查你 ( 妳 ) 好, 我們是國立台中家商應用外語科三年一班的學生, 由於我們要做有關 NIKE 和 Adidas 的研究, 所以需要你 ( 妳 ) 幫助我們回答下列幾個相關問題, 謝謝你 ( 妳 ) 的合作 應外三年一班張淑琪詹雅云 1. 年齡 : 15 歲以下 15~25 歲 26~35 歲 36 歲以上 2. 性別 : 男 女 3. 你 ( 妳 ) 是如何知道 NIKE or Adidas( 複選 ): 朋友介紹 廣告得知 逛街看到 其他 4. 你 ( 妳 ) 最常穿哪種球鞋 : 籃球鞋 慢跑鞋 登山鞋 其他 5. 你 ( 妳 ) 喜歡 : NIKE, 請至題 6 Adidas, 請至題 7 PUMA 其他 6. 你 ( 妳 ) 為什麼喜歡買 NIKE 球鞋 ( 複選 ), 請至題 8 價錢合理 很好穿 造型吸引 崇拜代言人 跟上流行 為了收藏 其他 7. 你 ( 妳 ) 為什麼喜歡買 Adidas 球鞋 ( 複選 ), 請至題 9 價錢合理 很好穿 造型吸引 崇拜代言人 跟上流行 為了收藏 其他 8. NIKE 的球鞋舒適度 : 非常好 好 普通 差 非常差 9. Adidas 的球鞋舒適度 : 非常好 好 普通 差 非常差 1. 你 ( 妳 ) 對哪種球鞋廣告印象最深 : NIKE Adidas 因為 : 明星球員代言 畫面特效 廣告台詞 其他 11. 何種球鞋的價錢對你 ( 妳 ) 來說是合理的 : 1 元以下 11 元 ~2 元 21 元 ~3 元 31 元 ~4 元 41 元以上 再次謝謝你 ( 妳 ) 的配合 1