You will prepare and submit a term paper on Target Markets and Positioning Strategies: Nike vs Adidas. Your paper should be a minimum of 1500 words in length. It is evidently clear from the discussion that the target market for Adidas is the professional athletes like the NBA players. It is more concerned with selling upper-end performance shoes. Their main focus is on sports rather than lifestyle. The Adidas Company has merged with Reebok in order to expand its positioning within the market. With Reebok concentrating more on the lifestyle products and Adidas concentrating on sports product, the two shoe and apparel companies would expand their penetration into the target market. In order to develop more shoe products, Nike has a new strategy of off-shore contract production. This means that it has overseas contract factories. Another strategy used is the multi-product branding. Although the products are high priced, the consumers are able to find a wide range of products from soccer gears to running shoes all with the Nike brand. Nike campaign strategy “Just Do It” has given it a competitive edge in the shoemaking industry. The use of celebrities in publicizing its brand has also become very successful in giving its consumers the sense of belonging and hipness. Adidas uses the virtual retail store for distribution of its branded virtual shoes. The company is able to advertise and promote its brand in the world with signage and events. The products are priced in a competitive manner taking into consideration the value of the brand proposition. The distribution of the products is through virtual manufacturers and retail storefront. The Adidas products are promoted throughout the world through the integration of public relations tactics and advertising. Adidas gains more benefits form utilizing the virtual world in capturing its consumers. The company is able to attract both the virtual enthusiasts and brand enthusiasts.
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