201205440211黄慧 The Analysis of LiNing and Adidas Strategies.doc

The Analysis of Strategy between LiNing and AdidasLiNingProduct Strategy:1. Developing and assigning patents-sporting technology;2. Making communications with consumers about the technical features of products by functional Ads and shop-pop;3. Making three serialization of product: Sports, Sportsman, Sports technology;Price Strategy:1. Different products, different pricing tactics;2. Its price is slightly higher than any other domestic brands, but is lower than international brands;Channel of Distribution Strategy:1. On-line retail system(LiNing Official Stores);2. Expanding the quantities of dealers;3. Privileged management of distribution strategy;Promotion Strategy:1. Advertisements( Before 2008 Olympic Games, combining traditional media with emotional Ads; After 2008 Olympic Games, adopting on-line marketing;)2. Public Relations( Making contributions to public welfare establishments; Making a good image and winning a good fame;)Markets Competition Strategy:1. Seeking for new consumers commands( Sponsorship in Olympics; Pursuing a new position, remodeling brand in 2010; Creating “the 90s generations LiNing”; Making the new slogan “Make The Change”)2. Specialization, Localization;3. Innovation(products,thchnology);4. Enlarging the markets shares;(Integration strategy, Purchasing brands)5. Globalization;AdidasCore Value: FunctionProduct Strategy:1. Concentrating on launching and products innovation;2. Strict quality management system;Marketing Strategies:1. Star strategy( assign the representation agreement with the golden teams and golden athletes)2. Making the close connections with World-Class sports games, regarding the games as their test-areas;3. Brands strategies( Pyramid brand-progress style; Taking the mode “Mutual Brand Pushing”; Three series of brand : Sports-Expression, Sports-Tradition, Sports-Fashion;)4. Olympic Games Marketing;Markets Competition Strategy:1. On-line sales( developing the “Key Consumer” style)2. Merger in Asian areas and Purchasing any other brands;3. Promotion(showing different areas in shops with the independent branding modes by locating different crowds, finally achieving the termi