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Trženje Športne Blagovne Znamke Nike in Adidas

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Trženje Športne Blagovne Znamke Nike in Adidas UNIVERZA V MARIBORU EKONOMSKO-POSLOVNA FAKULTETA Delo diplomskega projekta TRŽENJE ŠPORTNE BLAGOVNE ZNAMKE NIKE IN ADIDAS Sport Brand Marketing: The case of Nike and Adidas Kandidatka: Edona Pelaj Študijski program: Poslovna ekonomija Študijska usmeritev: Marketing Mentor: prof. dr. Aleksandra Pisnik Jezikovno pregledala: mag. Margit Berli č Ferlinc, prof. angleš čine in slovenš čine Študijsko leto: 2016/2017 Maribor, avgust 2017 POVZETEK Nike in Adidas sta globalni športni blagovni znamki, ki sta na trgu športnih obla čil, obutve in opreme najbolj prepoznavni. Verjetno ni skrivnost, da blagovna znamka Nike in blagovna znamka Adidas nista najboljši prijateljici. Veliko rivalstvo se kaže predvsem pri razvijanju novih tehnologij in novih izdelkov ter sklepanju ve čmilijonskih pogodb tako s športnimi klubi kot tudi posamezniki. Za uspehe, ki jih iz leta v leto dosegata, pa je zaslužna njuna marketinška politika in njune marketinške strategije. Nike in Adidas veliko vlagata v marketinške aktivnosti. Adidas je v letu 2016 vložil 4,3 milijarde dolarjev, Nike pa je v fiskalnem letu 2016 porabil 3,3 milijarde dolarjev, kar pomeni, da je Adidas v letu 2016 porabil ve č denarnih sredstev v marketinške aktivnosti. Blagovni znamki Nike in Adidas imata zelo širok asortiment izdelkov. Obe imata tri glavne linije izdelkov in vsaka glavna linija ima veliko športnih kategorij. Blagovni znamki sta si tako zelo podobni, da se konkuren čna prednost lahko kaže v dveh zna čilnostih, in sicer v hitrosti razvijanja tehnoloških inovacij in v ekskluzivnosti. Klju čne besede: marketing, marketinški splet, športna blagovna znamka, Nike, Adidas. Abstract Nike and Adidas are global sports brands that are the most recognizable on the market of sports shoes, apparel, and equipment. There is probably no secret that Nike and Adidas are not best friends. Their huge rivalry is shown mainly in development of new technologies, new products, and signing several-million-worth contracts with many sports clubs (sponsorship deals) and athletes (endorsement deals). The credit for the successes that both brand achieve year after year goes to their marketing policy and their marketing strategies. Nike and Adidas invest heavily in their marketing activities. Adidas in 2016 invested 4.3 billion dollars, while Nike in the fiscal year 2016 spent 3.3 billion dollars, which means that Adidas invested much more in marketing activities. Both brands have a very wide range of products. Both have three major product lines and each line has a lot of sports categories. The two brands are so similar that a competitive advantage can be seen in two characteristics: speed of the development of technological innovation and exclusivity. Keywords: marketing, marketing mix, sport brand, Nike, Adidas. KAZALO 1. UVOD ___________________________________________ 1 1.1 Opredelitev podro čja in opis problema ____________________________________________ 1 1.2 Namen in cilji _________________________________________________________________ 1 1.3 Predpostavke in omejitve ________________________________________________________ 2 1.4 Predvidene metode dela ________________________________________________________ 2 2. MARKETINŠKI SPLET ___________________________ 3 2.1 Izdelek ___________________________________________________________________________ 3 2.1.1 Definicija izdelka _______________________________________________________________ 3 2.1.2 Kakovost izdelka _______________________________________________________________ 3 2.1.3 Blagovna znamka _______________________________________________________________ 4 2.1.4 Asortiment izdelkov _____________________________________________________________ 5 2.1.5 Embalaža ______________________________________________________________________ 6 2.1.6 Življenjski cikel izdelka __________________________________________________________ 6 2.2. Cena ____________________________________________________________________________ 7 2.2.1 Dejavniki oblikovanja cen ________________________________________________________ 7 2.2.2 Cenovne strategije ______________________________________________________________ 8 2.2.3 Cenovna strategija za nove izdelke _________________________________________________ 8 2.2.4 Cenovna strategija za skupine izdelkov ______________________________________________ 8 2.2.5 Strategija cenovne diskriminacije __________________________________________________ 9 2.2.6 Metode oblikovanja cen __________________________________________________________ 9 2.3. Marketinške poti _________________________________________________________________ 10 2.3.1 Odlo čitve pri oblikovanju marketinških poti _________________________________________ 10 2.3.2 Ravni marketinških poti ________________________________________________________ 11 2.4. Marketinško komuniciranje _______________________________________________________ 11 2.4.1 Oglaševanje __________________________________________________________________ 12 2.4.2 Osebna prodaja ________________________________________________________________ 13 2.4.3 Pospeševanje prodaje ___________________________________________________________ 13 2.4.4 Odnosi z javnostmi _____________________________________________________________ 14 3. BLAGOVNA ZNAMKA NIKE ______________________ 15 3.1 Predstavitev organizacije Nike ______________________________________________________ 15 3.2 Izdelek __________________________________________________________________________ 15 i 3.2.1 Kakovost izdelkov _____________________________________________________________ 15 3.2.2 Blagovna znamka ______________________________________________________________ 16 3.2.3 Asortiment izdelkov ____________________________________________________________ 18 3.3 Cena ____________________________________________________________________________ 19 3.4 Marketinške poti _________________________________________________________________ 19 3.5 Marketinško komuniciranje ________________________________________________________ 20 3.5.1 Oglaševanje __________________________________________________________________ 21 3.5.2 Osebna prodaja in pospeševanje prodaje ___________________________________________ 22 3.5.3 Odnosi z javnostmi ____________________________________________________________ 23 4. BLAGOVNA ZNAMKA ADIDAS___________________ 24 4.1 Predstavitev organizacije Adidas ___________________________________________________ 24 4.2 Izdelek __________________________________________________________________________ 24 4.2.2 Kakovost izdelkov _____________________________________________________________ 24 4.2.3 Blagovna znamka ______________________________________________________________ 25 4.2.1 Asortiment izdelkov ____________________________________________________________ 27 4.3 Cena ____________________________________________________________________________ 28 4.4 Marketinške poti _________________________________________________________________ 29 4.5 Marketinško komuniciranje ________________________________________________________ 31 4.5.1 Oglaševanje __________________________________________________________________ 31 4.5.2 Osebna prodaja in pospeševanje prodaje ____________________________________________ 32 4.5.3 Odnosi z javnostmi ____________________________________________________________ 32 5. SKLEP _________________________________________ 34 6. LITERATURA IN VIRI ___________________________ 36 ii KAZALO SLIK SLIKA 1: LOGOTIP BLAGOVNE ZNAMKE NIKE ________________________________________ 17 SLIKA 2: LOGOTIP ADIDAS __________________________________________________________ 25 SLIKA 3: LOGOTIP ADIDAS SPORT PERFORMANCE ____________________________________ 26 SLIKA 4: LOGOTIP ADIDAS ORIGINALS ______________________________________________ 26 SLIKA 5: LOGOTIP ADIDAS STYLE ___________________________________________________ 26 KAZALO TABEL TABELA 1: ŠIRINA IN DOLŽINA ASORTIMENTA ............................................................................ 18 TABELA 2: ŠIRINA IN DOLŽINA ASORTIMENTA ............................................................................ 28 iii 1. UVOD 1.1 Opredelitev podro čja in opis problema Marketing je ena izmed pomembnih funkcij, ki pripomore k uspešnosti poslovanja vsakega podjetja. V današnjih časih imamo odjemalci na izbiro veliko izdelkov in storitev in ravno zaradi tega je še kako pomembno, da izdelek, ki ga ustvarimo, ne bo samo še eden izmed številnih, ampak da bodo uporabniki seznanjeni, da izdelek obstaja in da je boljši od alternativnih razli čic. Marketinške aktivnosti niso samo osveš čanje potencialnih odjemalcev o obstoju izdelka ali storitev, marketinške aktivnosti vklju čujejo tudi razvoj izdelka, njegov dizajn, kakovost, podobo, blagovno znamko, embalažo. Marketinške aktivnosti obsegajo tudi izbiro cenovne strategije, s katero se želi organizacija pojaviti na posameznem trgu, so prav tako izbira razli čnih distribucijskih kanalov, preko katerih bodo izdelki in storitve prišle do kon čnega kupca ali uporabnika, z drugimi besedami, kako in kje bo odjemalec kupil izdelek ali storitev. Globalizacija je ustvarila tržno dinamiko, ki spodbuja novo konkurenco in zahteva višjo stopnjo u činkovitosti. Nike in Adidas blagovni znamki sta zelo priljubljeni po vsem svetu. Globalno športni blagovni znamki Nike in Adidas predstavljata intenzivno konkurenco na trgu športnih obla čil, obutev in opreme. Konkurenca med obema blagovnima znamkama traja že vrsto let. Podjetji uporabljata razli čne in predvsem inovativne metode, strategije za doseganje in ohranjanje tržnega položaja. Poznavanje in razumevanje
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