In recent days, competition in the market has been very stiff thus calling for business entities to look for the best marketing communication strategies. Significantly, it has been realized that, the issue of modern technology and liberalization of markets has led to significant developments in the strategies business adopt to market their products. Precisely, the footwear and sportswear industry has been very competitive in the recent past. With this in mind, it has become essential for other companies to emulate the strategies adopted by these companies so as to arrive at success. With regard to the recent changes in the sportswear and footwear industry, it has been essential for C&J Clark International Ltd to conduct a market analysis on the marketing communication strategies for adidas and Nike. Based on the market research, the C&J Clark International Ltd will be able to identify the best strategies to incorporate in its marketing plan (Neumeier 2006).
An extensive research study and analysis of the sportswear and footwear industry has shown a changing trend in the marketing and promotional strategies adopted by various companies. In this case, the essence of branding has been identified as one of the highly adopted marketing and promotional strategies of the companies in the shoe industry. Precisely, the marketing communications strategies for Adidas and Nike have been very competitive in the recent days. Based on research, it has been identified that addidas and Nike brands have had intensive marketing communication strategies in modern days. The effective marketing strategies adopted by these two brands have led to their presence in the global market. It has been identified that, these two brands have been very conscious in monitoring the changing demands of consumers as well as the changes in market trends in the concepts of advertisements. Based on these concepts, it’s very essential for the C&J Clark International Ltd to emulate the strategies adopted by addidas and Nike(Kiley 2005)
2.0 Market and Literature review
Market analysis of sports and foot wear industry has shown that Addidas and Nike are enjoyed overwhelming success and dominance in the market. In this case, Nike is actually the market leader in the industry, where it enjoys more than 31% of global footwear market. On the other hand, addidas is the second market leader, whereby it enjoys a market share of 20%. Importantly, the global market of sportswear and footwear has been strongly dominated by these two companies. The competition of these two giants is very evident through there stiff competition and extensive adoption of efficient marketing strategies. Research has showed that, the brands of these two companies are very unique and have penetrated in all corners of the global market (Kiley 2005)
3.0 Research methods
The research study carried on the footwear and sportswear industry entailed both qualitative and quantitative methods. Based on the research, both primary data collection methods as well as secondary data collection methods were adopted.
3.1 Primary Sources
In the case of primary data collection, the following methods were adopted. Firstly, interviewing was extensively applied whereby the public were involved. In relation with this, both structured questions and unstructured questions were used in the interviews. Based on this phenomenon, the public were extensively questioned about their perceptions on the conducts of Addidas and Nike. Issues of pricing, promotion, trade fairs and sponsorship offered by the companies were also question (Neumeier 2006).
On the other hand, observation was also extensively adopted as a method of data collection. In relation with this, the researchers were keen in observing the advertisements of Nike as well as that of Addidas. In this case, media and more so televisions and websites were highly utilized in data collection. A point worth of noting is that, the data collected using the different methods was keenly recorded for further analysis (Kiley 2005)
3.2 Secondary Sources
Significantly, secondary sources of data were a vital source of information regarding the marketing communication strategies of addidas and Nike. With regard to secondary sources, business journals, books as well as the works of other researchers. Literature review was also a significant methodology used in getting relevant information regarding the Addidas and Nike thus making the data collection method efficient and effective (Nash 2000).
4.0 Analysis and discussion
4.1 Marketing communication strategies and mix for Nike
Nike, Inc. is a US based sportswear company; whereby it is the world’s leading supplier of apparel and athletic shoes. Nike is also a major manufacturer of sports equipment; where it enjoyed more than US$ 18.6 billion in the fiscal year 2008. A major aspect which has significantly influenced its success has been on marketing and promotional strategies. At present, Nike adopts a number of marketing communication strategies which has led to its overwhelming performance in the market. In this case, research and analysis of Nike marketing and communication strategies has shown that, the company has been able to adopt very efficient and effective strategies. This is related to its admirable performance in the market (Kiley 2005)