Positioning and Creative Strategy

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Positioning and Creative Strategies |

MC53 Exam Paper |

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Teacher: Professor Larry Percy |

4/8/2011 |

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Student ID:

180285-2467

STU:

22.593

Contents

Part one: category background 1

Part two: analysis of competitive advertising 2

The Adidas ad: 2

The Puma ad: 4

Part three: brand advertising strategy 6

The Nike ad: 6

Appendix: 10

Appendix A: 10

Appendix B. 10

Appendix C. 10

Reference list: 11

Part one: category background

The Global footwear market was worth $192 billion in 2008, and was estimated to settle around $194 billion in 2010, the low rise due to recession, and is projected to reach $238 billion in 2013. In volume this accounted for 10 billion pairs in 2008, expected to rise to just above 12 billion pairs in 2013. The global footwear market is highly competitive and fragmented with a few major players and an almost endless array of smaller players, including designers, marketers, manufacturers and retailers (Global Footwear Market 2009). Not surprisingly, athletic footwear and sports stars are an obvious mix in advertising, but with the increasing number of athletic footwear marketers competing for share points, the focus is on further differentiating brands with lifestyle benefits rather than solely on functional performance benefits. The main reason for the shift is the influx of non-sport specific, casual sneakers for everyday use. Most large marketers distribute their footwear directly to major retail outlets, including department stores, shoe stores, and athletic stores, along with factory outlets, their own branded concept stores, and leased departments in independent stores (Global Footwear Market 2009).

According to Experian Simmons data compiled in the “Global Footwear Market: Athletic and non-Athletic Shoes” (2009), men and women who purchased athletic footwear were considered upwardly mobile and family-oriented. Men and women age 25-44 showed above average interest for athletic shoes and...