NATIONAL UNIVERSITY OF COMPUTING AND EMERGING SCIENCES

LAHORE CAMPUS

CLASS:

BS BA (2A)

SUBMITTED BY:

● Muhammad Jazib (23L-4072)

● Rana Shazaib(23L-5030)
● Abdullah Butt(23L-5022)
● Abdul Rehman(23l-4061)
● Asim Azhar(23I-5046)
● Haris Nabeel(23L-5044)

SUBMITTED TO:

Ms.Beenish Arshad

SUBJECT:
Marketting Management

Introduction:
The core marketing strategy of nike was to diversify into shoe making for different sports and
collaborate with strong team players of different sports such as basketball, football, tennis etc.

Pros:
The Pros were that it got a chance to produce different sports equipment and uniforms along with
the shoes that made it a prominent sports brand. The collaboration with famous players of
different sports mostly those of the winning team made nike popular among their fans and people
interested in those sports that increased their sales tremendously making huge profits as these
fans and people started buying their products to satisfy their enthusiasm and love for the sports.

Cons:
The Cons is that Nike only produces shoes and other products that are related to sports, fitness,
and athletics. It does not concentrate on making products that are needed by people in their
normal routines that could be sold in the consumer market and it is limiting it’s consumers to
people that do sports, athletics, exercise, and fitness and this target market is not enough to
produce footwear and cloths in bulk which can give it an advantage of cost leadership.

Risks:
The risks associated with the core marketing strategy is that the sports personality to which nike
is collaborating may not perform well in the upcoming matches and looses it then people might
blame nike for it as they wear nike shoes and other equipments and due to this nike might looses
some of its regular customers. The other risk is that the sports personality to which nike is
collaborating might also promote another competitor brand and collaborate with it at the same
time that can make the fans of the sports personality defer in their choice of choosing nike or the
other brand due to which nike might also looses some of it’s regular customers and the ultimate
threat is that the turnover ratio will decrease because of which less revenue will be generated

The Competitive Strategy used if I Was Adidas:

If I own adidas I would be making shoes that have a unique and innovative design different from
nike shoes. I will make shoes for football players and would sponser Barcelona team in which I
would be collaborating with Christiano Ronaldo and make him the brand ambassador of adidas.
The Fame of Ronaldo will give adidas immense popularity among the youth. I will make adds on
running, fitness, and football launching Ronaldo as the actor in the ads. I will concentrate equally
on footwear and garments and align them with my own dyamic and latest stylish designs that
would be distinct from other competitors and use high quality materials in them making it a trend
globally. Then I would make a branch of adidas which I will name it Rebook and make shoes,
garments, and other equipment for gym, wresling, and boxing and would collaborate with
famous wreslers like john cena and Roman reins for running ads. I will also collaborate with the
bts army and other famous singers and take them in the ads to advertise new and trendy shoes,
shirts, jackets and other stylish outfits made by adidas. I will also collaborate with xiaomi
company for using technological gadgets with the shoes and outfits such as smart watch while
running with adidas running shoes to measure heart rate, oxygen rate, and number of steps
counted. Xiaomi actors that participate in its ads will promote adidas shoes and outfits by
wearing it in their ads and through this xiaomi customers will also prefer in buying adidas shoes
and clothes.
Summary:
Nike's strategy is all about making sports gear for different activities and teaming up with
famous athletes to sell more stuff. This helps them because fans want what their favorite athletes
wear. But there are some problems with this plan. Nike only focuses on sports things, so they
might miss out on other stuff people want to buy. Also, if an athlete messes up or promotes
another brand, it could hurt Nike's reputation.

Adidas does things differently. They make cool shoes and clothes not just for sports, but also for
everyday wear. Adidas partners with famous teams and stars to get more people interested,
especially young people. They even have a separate brand called Rebook for gym and combat
sports fans. By working with wrestlers and popular groups like BTS, Adidas attracts lots of
customers worldwide..