Essays on Nike and Adidas - Consumer and Behaviour Theory Case Study

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The paper "Nike and Adidas - Consumer and Behaviour Theory" is an outstanding example of a marketing case study.   This report will examine two companies, Nike Inc and Adidas AG with regards to their sports shoe brands namely Air Jordan and Adidas Sports Performance. The two companies use different consumer behaviour theory and concepts to market their brands. Nike uses a sociological model to market its Air Jordan brand whereas Adidas uses a psychoanalytic model to market its Adidas performance brand. Over time, these brands have managed to maintain their competitive edge in the market and experience tremendous growth and success due to the consumer behaviour theories and concepts that they use.

This report will examine the theories and concepts used to market the two brands and depict the results and benefits that each company realizes for using these consumer behaviour theories and concepts. Introduction Nike Inc is one of the world’ s largest manufacturers and supplier of sports apparel and equipment based in the United States. The company was founded in 1962 and has since grown to become a market leader in the supply of sportswear and equipment.

Nike’ s primary product is athletic footwear, over the years, the company has introduced into the market different footwear brands under its trademark name. Air Jordan is one of Nike’ s most successful footwear brand, it was introduced into the market in 1985 and since then new designs have been released each year. The success and growth of the Air Jordan footwear brand over the years can be attributed to the marketing strategies and concepts used to market the brand (Carrol & Buchholtz, 2008). On the other hand, Adidas is a German-based manufacturer and supplier of sports apparel founded in 1948.

In Europe, Adidas is one of the largest manufacturer and supplier of sportswear and the second largest in the World, with Nike being the largest. The Adidas brand is divided into three main categories namely; Adidas sports performance, Adidas sports heritage and Adidas sport style. Adidas Sports Performance is one of Adidas most successful brands that mainly centers on performance over style (Wong, 2009). This report will examine two companies, Nike Inc and Adidas AG with regards to their sports shoe brands namely Air Jordan and Adidas Sports Performance.

When marketing these brands, the two companies employ different consumer behavior theories and concepts in order to appeal to their target markets. Nike markets its Air Jordan brand by using a sociological model whereas Adidas markets its Adidas performance brand using the psychoanalytical model. Foremost, this report will provide a brief overview of the Air Jordan and Adidas Sport Performance brand. Subsequently, it will examine the theories and concepts used to market the two brands and depict the results and benefits that each company realizes for using the alleged consumer behaviors theories and concepts.

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