201205440211黄慧 The Analysis of LiNing and Adidas Strategies

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1、TheAnalysisofStrategybetweenLiNingandAdidasLiNingProductStrategy:1.Developingandassigningpatents-sportingtechnology;2.MakingcommunicationswithconsumersaboutthetechnicalfeaturesofproductsbyfunctionalAdsandshop-pop;3.Makingthreeserializationofproduct:Sports,Sportsman,Sportstechnology;Pri

2、ceStrategy:1.Differentproducts,differentpricingtactics;2.Itspriceisslightlyhigherthananyotherdomesticbrands,butislowerthaninternationalbrands;ChannelofDistributionStrategy:1.On-lineretailsystem(LiNingOfficialStores);2.Expandingthequantitiesofdealers;3.Privilegedmanagementofdistribution

3、strategy;PromotionStrategy:1.Advertisements(①Before2008OlympicGames,combiningtraditionalmediawithemotionalAds;②After2008OlympicGames,adoptingon-linemarketing;)2.PublicRelations(①Makingcontributionstopublicwelfareestablishments;②Makingagoodimageandwinningagoodfame;)MarketsCompetitionStr

4、ategy:1.Seekingfornewconsumers’commands(①SponsorshipinOlympics;②Pursuinganewposition,remodelingbrandin2010;③Creating“the90’sgenerationsLiNing”;④Makingthenewslogan“MakeTheChange”)2.Specialization,Localization;3.Innovation(products,thchnology);4.Enlargingthemarketsshares;(Integrationstra

5、tegy,Purchasingbrands)5.Globalization;AdidasCoreValue:FunctionProductStrategy:1.Concentratingonlaunchingandproduct’sinnovation;2.Strictqualitymanagementsystem;MarketingStrategies:1.Starstrategy(assigntherepresentationagreementwiththegoldenteamsandgoldenathletes)2.Makingthecloseconnecti

6、onswithWorld-Classsportsgames,regardingthegamesastheirtest-areas;3.Brandsstrategies(①Pyramidbrand-progressstyle;②Takingthemode“MutualBrandPushing”;③Threeseriesofbrand:Sports-Expression,Sports-Tradition,Sports-Fashion;)4.OlympicGamesMarketing;MarketsCompetitionStrategy:1.On-linesales(de

7、velopingthe“KeyConsumer”style)2.MergerinAsianareasandPurchasinganyotherbrands;3.Promotion(showingdifferentareasinshopswiththeindependentbrandingmodesbylocatingdifferentcrowds,finallyachievingtheterminalcoverage)4.Rebuildingthechannelsofdistribution;:“Thecontentswithbluebreakline”:“Ot