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NIMS INSTITUTE OF MANAGEMENT &COMPUTER

SCIENCE

AN ASSIGNMENT ON RESEARCH
METHODOLOGY

Title:-

comparative study of Nike and Reebok

SUBMITTED BY: -Anand kumar

sagar(M.B.A. 2 sem)
nd

SESSION:-2011-2012

SUBMITTED TO :- Dr.Sudhinder
Singh Chauhan

(Assitance professor)

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S.NO

PARTICULATES

PAGE
NUMBE
R

EXECUTIVE SUMMARY

INTRODUTION

ORIGIN OF COMPANY

5-6

SWOT ANALYSIS

7-9

RESEARCH METHODOLOGY

10-11

QUESTIONARY

12

DATA ANALYSIS

13

FINDINGS

18

SUGGESTIONS& RECOMMANDATIOS

19

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COCIUSION

20

BIBLIOGRAPHY

20

10

RESEARCH & ITS TYPES

11

SAMPLE & ITS TYPE

EXECUTIVE SUMMARY
Nike. is a marketer of sports apparel and athletic shoes. The German
manufacturer, through its marketing strategy which rests on a favorable
brand image, has evolved into a large multinational enterprise. In
keeping with the brand image is its association with the distinctive logo
and its advertising slogan, "Impossible is Nothing." In order to maintain
and sustain this image, the company makes huge investments in
advertising and brand promotion. At the critical time of global economic
crisis, Adidas will react to the consumers pessimistic attitude and
stressful emotion during this period. It may become a good chance for
Adidas because it can take advantage of its previous advertising way of
Impossible is Nothing campaign by sponsoring sports stars to express
the corporate philosophy of grit, determination, passion and humor,
giving people more courage and psychological comfort in face of
economic crisis. But besides that, we also focus more about family
function especially in Asian countries which emphasize a lot on family,
which can provide caring emotional communication. Therefore, from
both strong-willed hero worship and water-like fork environment,
customers can easily link Adidas image with not only strength, but also
warmth. The preferred media we choose are TV, specific magazines,
outdoor and internet.

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INTRODUCTION:Nike, Inc.is a major publicly traded clothing, footwear, sportswear, and

equipment supplier based in the United States. The company is
headquartered near Beaverton, Oregon, in the Portland metropolitan area
It is the world's leading supplier of athletic shoes and apparel and a
major manufacturer of sports equipment, with revenue in excess of
US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of
2008, it employed more than 30,000 people worldwide. Nike
and Precision
Castparts are
the
only Fortune
500 companies
headquartered in the state of Oregon, according toThe Oregonian
The company was founded on January 25, 1964 as Blue Ribbon
Sports by Bill Bower man and Phil Knight and officially became Nike,
Inc. on May 30, 1978. The company takes its name from Nike, the
Greek goddess of victory. Nike markets its products under its own brand,
as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding,
and subsidiaries including Cole Haan colen , Umbro andConverse. Nike
also owned Bauer Hockey (later renamed Nike Bauer) between 1995
and 2008. In addition to manufacturing sportswear and equipment, the
company operates retail stores under the Niketown name. Nike sponsors
many high profile aIthletes and sports teams around the world, with the
highly recognized trademarks of "Just do it" and the Swoosh logo.

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ORIGIN OF COMPANY:Nike, originally known as Blue Ribbon Sports (BRS), was founded by University
of Oregon track athlete Philip Knight and his coach Bill Bowerman in January
1964. The company initially operated as a distributor for Japanese shoe
maker Onitsuka Tiger (now ASICS), making most sales at track meets out of
Knight's automobile.
According to Otis Davis, a student athlete whom Bowerman coached at
the University of Oregon, who later went one to win two gold medals at the 1960
Summer Olympics, Bowerman made the first pair of Nike shoes for him,
contradicting a claim that they were made for Phil Knight. Says Davis, "I told Tom
Brokaw that I was the first. I don't care what all the billionaires say. Bill Bowerman
made the first pair of shoes for me. People don't believe me. In fact, I didn't like the
way they felt on my feet. There was no support and they were too tight. But I saw
Bowerman make them from the waffle iron, and they were mine.
The company's profits grew quickly, and, in 1967, BRS opened its first retail store,
located on Pico Boulevard in Santa Monica, California. By 1971, the relationship
between BRS and Onitsuka Tiger was nearing an end. BRS prepared to launch its
own line of footwear, which would bear the Swoosh newly designed by Carolyn
Davidson. The Swoosh was first used by Nike on June 18, 1971, and was
registered with the U.S. Patent and Trademark Office on January 22, 1974.
The first shoe sold to the public to carry this design was a soccer shoe named Nike,
which was released in the summer of 1971. In February 1972, BRS introduced its
first line of Nike shoes, with the name derived from the Greek goddess of victory.
In 1978, BRS, Inc. officially renamed itself to Nike, Inc. Beginning with Ilie
Nstase, the first professional athlete to sign with BRS/Nike, the sponsorship of
athletes became a key marketing tool for the rapidly growing company.

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The company's first self-designed product was based on Bowerman's "waffle"

design. After the University of Oregon resurfaced the track at Hayward Field
Bowerman began experimenting with different potential outsoles that would grip
the new urethane track more effectively. His efforts were rewarded one Sunday
morning when he poured liquid urethane into his wife's waffle iron. Bowerman
developed and refined the so-called "waffle" sole, which would evolve into the
now-iconic Waffle Trainer in 1974.
By 1980, Nike had attained a 50% market share in the U.S. athletic shoe market,
and the company went public in December of that year.[9] Its growth was due
largely to "word-of-foot" advertising (to quote a Nike print ad from the late 1970s),
rather than television ads. Nike's first national television commercials ran in
October 1982, during the broadcast of the New York Marathon. The ads were
created by Portland-based advertising agency Wieden+Kennedy which had formed
several months earlier in April.
Together, Nike and Wieden+Kennedy have created many print and television
advertisements, and Wieden+Kennedy remains Nike's primary ad agency. It was
agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It"
for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the
top five ad slogans of the 20th century and enshrined in the Smithsonian
Institution Walt Stack was featured in Nike's first "Just Do It" advertisement,
which debuted on July 1, 1988. Wieden credits the inspiration for the slogan to
"Lets do it", the last words spoken byGary Gilmor before he was executed.]
Throughout the 1980s, Nike expanded its product line to encompass many sports
and regions throughout the world

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Adidas has two lager competitors Nike and Rebook. Besides that it would
have several
small competitors. A SWOT analysis would be helpful to understand the
competitive environment.

SWOT Analysis Nike, Inc.

A SWOT analysis comprise of strength, Weakness, Opportunity and
Threats. These four trends are analyzed below.:Strengths.
Nike is a very competitive organization. Phil Knight (Founder and
CEO) is often quoted as saying that 'Business is war without
bullets.' Nike has a healthy dislike of is competitors. At the Atlanta
Olympics, Reebok went to the expense of sponsoring the games.
Nike did not. However Nike sponsored the top athletes and gained
valuable coverage. Nike has no factories. It does not tie up cash in
buildings and manufacturing workers. This makes a very lean
organization.

Nike is strong at research and development, as is evidenced by its

evolving and innovative product range. They then manufacture wherever
they can produce high quality product at the lowest possible price. If
prices rise, and products can be made more cheaply elsewhere (to the
same or better specification), Nike will move production.

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Nike is a global brand. It is the number one sports brand in the

World. Its famous 'Swoosh' is instantly recognizable, and Phil Knight
even has it tattooed on his ankle.

Weaknesses.

The organization does have a diversified range of sports products.

However, the income of the business is still heavily dependent upon its
share of the footwear market. This may leave it vulnerable if for any
reason its market share erodes.

The retail sector is very price sensitive. Nike does have its own
retailer in Nike Town. However, most of its income is derived from
selling into retailers. Retailers tend to offer a very similar experience to
the consumer. Can you tell one sports retailer from another? So margins
tend to get squeezed as retailers try to pass some of the low price
competition pressure onto Nike.

Opportunities.

Product development offers Nike many opportunities. The brand is

fiercely defended by its owners whom truly believe that Nike is not a
fashion brand. However, like it or not, consumers that wear Nike product
do not always buy it to participate in sport. Some would argue that in
youth culture especially, Nike is a fashion brand. This creates its own
opportunities, since product could become unfashionable before it wears
out i.e. consumers need to replace shoes.

There is also the opportunity to develop products such as sport

wear, sunglasses and jewellery. Such high value items do tend to have
associated with them, high profits.

The business could also be developed internationally, building

upon its strong global brand recognition. There are many markets that
have the disposable income to spend on high value sports goods. For
example, emerging markets such as China and India have a new richer
generation of consumers. There are also global marketing events that can
be utilised to support the brand such as the World Cup (soccer) and The
Olympics.

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Threats.
Nike is exposed to the international nature of trade. It buys and
sells in different currencies and so costs and margins are not stable
over long periods of time. Such an exposure could mean that Nike
may be manufacturing and/or selling at a loss. This is an issue that
faces all global brands.
The market for sports shoes and garments is very competitive. The
model developed by Phil Knight in his Stamford Business School
days (high value branded product manufactured at a low cost) is
now commonly used and to an extent is no longer a basis for
sustainable competitive advantage. Competitors are developing
alternative brands to take away Nike's market share.
As discussed above in weaknesses, the retail sector is becoming
price competitive. This ultimately means that consumers are
shopping around for a better deal. So if one store charges a price
for a pair of sports shoes, the consumer could go to the store along
the street to compare prices for the exactly the same item, and buy
the cheaper of the two. Such consumer price sensitivity is a
potential external threat to Nike.

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RESEARCH METHODOLOGY:
RESEARCH OBJECTIVE
1). to identify the popularity in Indian market of Nike and
Rebook.
2). Comparative analysis of these two brands.
3)to find out the customer satisfaction level by using these two .
HYOPOTHESIS& ASSUMPTIONS:1) Nike and Reebok both have same popularity in Indian
market.
2) Each brand has equal level of satisfaction for consumer.
Research Methodology of the project is as follows:

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Universe: - The population for this particular study consists of students,

working people, athlete,
POPULATION:- 200.
Sampling unit: - The sampling unit of this research consists of 20
respondent . in which
Students:-5,
athlete:-5,
form jaipur city.

working people:-5,

other:-5 all are

Sampling design: - Exploratory design

Sampling method: - Random sampling

Method of data collection: - The method of data collection was a field

research and the material used in study was a survey (questionnaire). In
order to assess the job satisfaction.
Satisfaction Questionnaire (MSQ) was used. The questions of the survey
were adapted to the hospital environment in order for them to be
compatible with the research. The survey consisted of a

LIMITATIONS OF THE STUDY:1. Time Consuming:-Many respondents do not return the

Questionnaire in time despite of several reminders
2. . Inaccurate access-Risk of colleting incomplete and wrong
information as people is unable to understand questions properly.
3 Non response-many people do not respond and returned the
questionnaire without answering all questions.

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4. Questionnaire method cannot to use for illiterate persons.

QUESTIONARIES:Q1 Which brand of shoe you have?

a) Nike

b) reebok

c) other.

Q2 what is your age group?

a) 10-20

b) 20-30

c) above 30year

Q3.What is your salary group?

a) 5000-10000

b) 10000-20000

c) above 20000

Q4.Which brand do you prefer in level of comfort?

a) Nike

b) Reebok

c)Any other

Q5.Which brand has long life?

a) Nike

b) Reebok

c) any other

Q6.Which brand has more popularity?

a) Nike

b) Reebok

c)Other

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Q7.Which bran would you like to suggest your friend to

purchase?
a) Nike

b)Reebok

c) Other

Q.8 Which brand is more affordable?

a) Nike

b) Reebok

c)Any other

DATA ANALYSIS:Q1 Which brand of shoe you have?

a)Nike
Ans.

b) reebok
Nike :-10

c) other.
Reebok:-8

Other :- 2

NIKE
REEBOK
OTHER

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Q2 what is your age group?

a)10-20

b) 20-30

NIKE
Ans.

c) above 30year

REEBOK

10-20yr:-

20-30:-

Above30:

10
8
6

20-Oct

20-30

ABOVE30

0
NIKE

REBOOK

TYPES OF SHOE

Q3.What is your salary group?

a)5000-10000

b) 10000-20000

c) above 20000

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Ans.

Nike

Reebok

Other

5000-10000

10000-20000

Above20000

5
4
3

5000-10000

20000-30000

ABOVE3000

0
NIKE

REEBOK

ANY OTHER

Q4.Which brand do you prefer in level of comfort?

a) Nike

b) Reebok

Ans.

Reebok:-4

Nike- 14

c)Any other
Any other:-2

15
10
Series 1

5
0
NIKE

REEBOK

ANY OTHER

Q5.Which brand has long life?

a)Nike

b) Reebok

c) any other

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Ans. Nike:-13

Reebok:-6

Any other;-1

14
12
10
8
Series 3

6
4
2
0
NIKE

REEBOK

ANY OTHER

Q6.Which brand has more popularity?

a)Nike
Ans.

b) Reebok
Nike:-16

Reebok:- 4

c)Other
Other:-0

20
15
10

Series 3

5
0
NIKE

REEBOK

ANY OTHER

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Q7.Which brand would you like to suggest your friend to

purchase?
a)Nike
Ans

b)Reebok

Nike:-14

c) Other

Reebok:-5

Other:-1

15
10
Series 3

5
0
NIKE

REEBOK

ANY OTHER

2Q.8 Which brand is more affordable?

a) Nike
Ans.

Nike:- 12

b) Reebok
Reebok:-6

c)Any other
Any other:-2

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Series 1
14
12
10
Series 1

8
6
4
2
0
NIKE

FINDINGS:-

REEBOK

ANY OTHER

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1). Nike is more preferable than Reebok.

2).Nike is in rage in the age group of 10-20. This is young
group.
3). Reebok is more acceptable for all salary.
4).Nike is more comfortable than other shoe.
5).Nike is more long lasting product i.e. it uses high quality of
raw material.
6).Nike is more popular than other shoe.
7).Nike is more suggested shoe.
8).Nike is more preferable.

SUGGESTIONS & RECOMMEANDATIONS:-

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1).Should make more economical for the consumer.

2).should be reachable for every segment of market.
3).should market new competitive strategies for the dynamic
market.
4) Nike may be manufacturing and/or selling at a loss. This is an
issue that faces all global brands. This must be removed by
using material management.

CONCLUSION:-

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Nike is more preferable than other shoe. This company is more

popular than any other company in shoe industry. it is more
preferable in young group. The popularity shows that it has well
and constructed way of marketing that people is more aware
than other shoe company.
Nike has JIT (just in time) material policies due to this
it reduces the production it makes the company to price its
product is economical pricing which is easy to reach for
consumer.

Bibliography: http://en.wikipedia.org/wiki/Nike,_Inc.
http://www.marketingteacher.com/swot/nike-swot.html
www.slideshare.net/dolly_g/nike-vs-reebok-8917122 - United
States