NAME: SAKSHI JAISWAL

ROLL NO: RSB2101036

SUBJECT: BRAND MANAGEMENT

TOPIC: BRAND POSITIONING

FACULTY: DR. R. DEEPIKA

DATE: 31. 10.2022

FACULTY SIGNATURE
➢ OBJECTIVE:
To study the brand positioning of two brands under the same category.
The following are the two brands that I chose for this study under the camera category:
• Adidas
• Nike

➢ BRAND POSITIONING OF ADIDAS:

Adidas presents itself as a major sportswear brand and attempts to build its reputation by creating
and selling qualified items, providing swift service, and having a lengthy history. The business
views itself as its brand for those who aspire to be great football players, athletes, and so on.

Adidas is a worldwide firm that develops and manufactures shoes, clothes, and accessories. It
was founded and is based in Germany. Many people appreciate Adidas since they sell a
variety of goods such as men's and women's apparel, footwear, and collectibles. Adidas'
advantages and services include constant attempts to improve the brand to keep its position in
a competitive market by increasing quality, appearance, and designs to meet customer
requirements.

Adidas is a multinational organization that specializes in being innovative to attract more

customers and meet its sales goals. The goal of this research is to teach you how Adidas
segments, targets, and positions their market, as well as how their new and better goods are
being received by their targeted customers.

➢ TARGET MARKETS OF ADIDAS:

Adidas aims to appeal to current categories of consumers that enjoy and are passionate about health
and fitness sports, as well as those who have been loyal to the company from its inception. They are
aimed towards athletes or young individuals who enjoy sports between the ages of 20 and 30.

Adidas is focusing on 13-18-year-old athletes because they feel they are the future generation of
athletes who will develop the brand and are the most important customer segment. Nevertheless, the
company is also very famous for those aged 40 to 65. Because of the amazing high-end quality and
brand awareness and recognition of Adidas items, they are frequently more expensive.

As a result, they cater to people belonging to mostly upper-middle-class and high-end clientele.
Mobile phones have brought several new lifestyle goods to Adidas originals' target market in recent
years, benefiting the company by expanding its client base.
 Adidas also caters to a smaller segment of clients who are not into athletics but buy shoes or apparel
as a statement fashion piece and are between the ages of 15 and 25 years old. Adidas can't connect
with all clients in such a wide and diversified market because if they try to reach out to everyone,
their message will be muddled, and they will not be able to please any customers.

➢ POINT OF PARITY:
It is a global sports brand
They are all associated with famous athletes as brand ambassadors
Each sells the same style of products for enhanced performance
Similarly Adidas has the miCoach Pacer that like Nike+ tracks pace, heart rate, and stride and under
armour is selling performance-measuring devices such as watches

➢ POINT OF DIFFERENCE:
• Each brand are running campaigns that are unique to them.
• Adidas for its part currently offers products that are geared essentially towards football, tennis, and
general athletics markets : a much less varied line-up of products compared to Nike.

➢ WAYS TO IMPROVE THEIR POSITIONING:

• User Interface & Design
• Localization of product design and interface
• Focus on diversified, local content
• Enhancing the R&D organization

➢ BRAND POSITIONING OF NIKE:

Positioning is all about placing the company's brand in the market with other competitors. Nike has
strategically positioned its brand as a market leader for sports equipment that provides innovative and
premium quality technology. Nike's swoosh logo, "Just Do It" slogan, and its promotional initiatives to
connect to the magnificent achievements of great athletes convinced its customers that it's a victorious
and ambitious brand. Nike speaks' into athletes' hearts through meaningful and unique feelings, making
the firm exceptional from its competition. The company has also solidified its place in fashion, where a
part of its products defines specific markets' lifestyles.

Nike has effectively imprinted a strong belief in its customers' minds that its products are the best
options every time they need to buy sports products.
➢ TARGET MARKET:

Nike is one of the top sports shoe suppliers and sports equipment manufacturers globally. The
company was first launched in 1964 by Phil Knight and Bill Bowerman. Whether its shoes and sports
apparel for your daily workouts or just want to have signature shoes designed for your favorite athlete,
you indeed have tried visiting Nike for these items. This kind of response from its customers reflects
one of its marketing strategies to target athletes and young adults.

Since it was founded, Nike has vastly improved its products to be lighter and more comfortable,
enabling customers to use its products for longer hours without feeling uncomfortable and sore
on their feet. The firm also offers a vast selection of shoe types and colors focusing on training,
running, or lifestyle shoes. It has also expanded its brand to provide sports equipment, guards,
clothing, backpacks, and soccer balls.

➢ POINT OF PARITY:
• Nike has developed the Nike+ products line that in cooperation with Apple, allows
runners to track their distance, pace, calories burned, and heart rate and send them
online to compare performances and set new goals.
• As Nike and Adidas or Under Armour are all athletic wear companies there exists a lot
of parity points , one in particular being their individual electronic performance
technology allowing you to measure and compare your performance during training.
• Nike has been to merge with Reebok for a 3.8 billion dollar deal.

➢ POINT OF DIFFERENCES:
• Nike has created the NikeiD series where you can customize your own shoes and gear.
Therefore appealing to customers who like to create their own style and unique identity.
• In addition the brand has a much more casual-friendly product line that allows people to wear
nike-branded products in their everdyday life outside of sporting activities.
• So much that Jordan product-line has become a brand itself within the brand with its own logo
easily recognizable