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BTEC level 3 Unit 3 M1,D1, M2, D2
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BTEC level 3 Unit 3 M1, D1, M2, D2
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By: alexbowsher • 7 year ago
By: oguzhantje • 8 year ago
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M1for this M1 assignment I will explain what similarities and what differences there are in the marketing
techniques used by the companies Nike and Adidas.
Nike and Adidas both use diversification this means that these two brands both are putting new
products into new markets. Nike does this in a way that they want to make a product for everyone
on earth and Adidas uses diversification in a way that they want to implement technology into their
sports products. A great example is the chips that they put in running shoes, these chips can be
excessed trough a App where the owner can see for example how much kilometres he has run and
what his average speed was. They also use product development but then in the exact same way,
they do this by developing their product (Nike: Tiempo boot, Adidas: Predator boot). These products
are they developing for a long time but they change them a little bit once a year or once every two
years, like this the product changes but the market doesn’t. another big similarity between Nike and
Adidas is the way that they handle relationship marketing. At both companies you can sign up for an
account on their website. Advantages of having this account are for the customers special sales,
advise on things you might like, fast delivery etc. Having an account isn’t only handy for the
customers but also for the company this is because they can track what people in a certain part of
the country buy. They can also check how much money is spend average and where people live who
buy more of their products, this is all needed for marketing reasons.
The differences that they have with their marketing techniques are how they survive and what their
meaning of surviving is. Nike wants to stay the number one in the sport product industry so their
meaning of surviving is to stay at the number one spot. They do this by making newer sports
products that no-one has ever seen before. For example they made a watch where you can see all
the calories you burned and you can keep track of your exercises. Because these products are so new
they will most likely be sold a lot and Nike will keep their number one spot in the sport product
industry. Adidas make usage of survival strategies they need to do this to make sure that they won’t
go bankrupt. Adidas does this m=by changing their product a little but every time, for example giving
a new design one their trainers or boots. They aren’t as innovative as Nike in making new products
that don’t exist already.
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