Nike s Aggressive Marketing And Pricing Approach

Unlike Adidas, Nike’s aggressive marketing and pricing approach constantly aids them in outperforming their competitors within the industry. The large portion of capital invested in celebrity athlete endorsements contracts with players such as Michael Jordan, Kobe Bryant and Lebron James has had a strong impact on product sales every quarter. These investments have resulted in stronger brand loyalty through active customer-relationship building and continuous improvements in their products. With over 500,000 different products being produced each year, Nike has secured a position with each demographic across the globe. In addition, their abundance of suppliers has allowed them to achieve grand economies of scale over their competitors. This is further maximized through the high investments in information technology systems which helps the conglomerate measure performance at all levels of the functional level, such as efficiency, quality, innovation and customer responsiveness. However, with several competitors like Adidas looking to eat away at Nike’s market share, they must continuously focus on improving the quality of their products and work tightly with marketing and RD to maintain brand loyalty. Keeping up with technological shifts and innovative processes will allow Nike to remain on top. In contrast, although Adidas is currently being outperformed by Nike in terms of revenue and cost, their recent performance in the past few years has been rapidly increasing.Show MoreRelatedNike Business Analysis Essay1378 Words   |  6 PagesIV. Marketing strategy As a leading athletic brand in the world, much of Nike’s success can be attributed to its shrewd marketing strategy. As reported in its 2009-2010 Annual report, because NIKE is a consumer products company, â€Å"the relative popularity of various sports and fitness activities and changing design trends affect the demand for our products†. 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