TBUI – BUSINESS RIVALRIES
#Introduction
Throughout the years many new brands have come up, and many others have
grown, acquiring more popularity and power. Today, brands like Adidas, Nike or
Puma compete between them to make up on as many people as they can by using
strategic advertising. However, this business rivalries allows companies to grow,
improve and progress, which means that thanks to these business battles we are
going to go through in this text, the world is changing, evolving.
It is very common to hear about globalization nowadays. Thanks to it we can find
almost everything we want anywhere. However, this is causing a loss of culture,
and making changes in the society reaching a point where we mix sports and
fashion. As you walk on the street you can see people wearing sport clothes
(bottoms, trainers, tracksuits…) as normal clothes. A few years ago this might have
seem something difficult to imagine. But here we are, considering a man with
sports clothes as a fashion man, an up-to-date man, a trendy man.
1**#Rivalry Puma-Adidas
Today, we are going to focus on sport’s brands. Who could have imagined a
brother’s conflict like the one Adolf Dassler (Adidas) and Rudolf Dassler (Puma)
had? It might seem crazy, but we do not know how far can power and money take
you. This rivalry between brothers started a long time ago, when the Second World
War reached an end. These two got mad and could not handle each other, thus they
divided the company they owned into two different ones, which from that moment
on became competitors.
These two big brands have gone through difficult times both of them until they
reached the popularity they posses today. They both went bankrupt and had to be
bought by another company that relaunched them.
#Comparing data Adidas-Puma-Nike (Osiris)
As we all know, Nike, Adidas and Puma are considered very well known companies
all over the globe. The three of them offer sport products; therefore they
considered each other direct competitors. If we go through a deep search in
databases such as Osiris, we can compare these companies by almost…
** La búsqueda en databases se considera como referencia? Al poner referencia
de databases se borran los criterios de busqueda? Como referenciar busquedas de
dtabases?
Nike – 34,350,000
Adidas – 20,725,715
Puma – 3,840,403
#Pros and cons of each (annual reports)
2016_eng_gb.pdf Adidas
PUMAGB2016_ENG.pdf Puma
Each company is a different world even though they all offer similar products.
However, as we can see in the annual reports of these companies they focus on
different strategies according to the people’s attention they want to catch. They
may go from
#Promotion/advertising – strategies
As time goes by, people are starting to realise how important is our health, and therefore
they are taking more seriously what they eat and they are also starting to do more sport.
These are good news for Adidas, Puma, Nike and any other sport brands due to the
increase of sales that they will have. Since there are many different brands that offer
similar products, they have to use different promotion strategies. As we can see in
Puma’s annual report, their advertising slogan was “Year of the Cat” making a
reference to their logo, which is a cheetah. This is one of the companies that spends
most money on advertising by using famous ambassadors such as Cara Delavigne in
fashion or Antoine Griezmann in football. (reference a los annual reports)
On the other side, Adidas focuses in three main strategies: speed, cities and open source.
Their market is mainly about sports; their interest in fashion compared to Puma’s is not
as wide. It can be observed in their annual earnings, as we mentioned before with the
data from Osiris, that although they do not have such a wide market as Puma, their
earnings are slightly higher. This could be due to the fact that they sponsor many
football teams, something by which they are very famous. According to a scholarly
journal (Groot, L., & Ferwerda, J. (2015). Soccer jersey sponsors and the world cup.
International Journal Of Sports Marketing & Sponsorship, 16(5), 2-19) depending on
the brand that is sponsoring you, you have more or less possibilities to win. As Adidas
is more focused on sports, it is the one with the highest probability of winning a match;
whereas Puma or Nike have lower chances.
PUMA: “we improved our capability to better cater for and fulfil the specific needs
of our business.”
- Uses many famous faces
- Slogan: Sport is Lifestyle
- Slogan: “Year of the Cat”
- Style
- A lot of money on Ambassadors from sport and culture
ADIDAS:
- Three strategies: speed, cities and open source.
- Slogan: Impossible is nothing
- Almost does not have ambassadors: Angelique Kerber
#Conclusion
1** La primera victoria de esta batalla se la llevó Adi en el Mundial de Suiza de
1954. Rudolf había menospreciado al entrenador alemán Sepp Herberger, por lo
que Adidas se adjudicó el contrato para hacer tacos ajustables para el equipo
nacional, diseñados especialmente para evitar resbalones en caso de lluvia.
Durante el partido contra la selección húngara una tormenta probó la eficacia de
los tenis y llevó a la victoria germana 3-2 sobre los magiares.
La rivalidad continuó con los hijos de los hermanos. Horst, el hijo mayor de Adi y
heredero de Adidas, se las ingenió para bloquear cargamentos de Puma y para
vender exclusivamente sus zapatos en la Villa Olímpica en México 68.
Por otro lado, Armin, hijo de Rudolf Dassler, se hizo un gran nombre cuando un
muchacho brasileño conocido como Pelé usó uno de sus modelos en el Mundial de
México 70.
El 6 de septiembre de 1976 falleció Rudolf Dassler. El odio entre las familias era
tan grande que Adidas publicó una nota diciendo “Por razones de piedad humana,
la familia Adolf Dassler no hará comentario alguno sobre la muerte de Rudolf
Dassler”.
Cuatro años después, Adi falleció y su tumba fue colocada lo más lejos posible de la
de su hermano. Para 1990, su compañía Adidas ya le pertenecía al empresario
francés Bernard Tapie y dos años después se declaró en quiebra. Tiempo después,
Puma fue comprado por PPR, una multinacional francesa. Ambas marcas serían
relanzadas después para las nuevas generaciones y se convertirían en símbolo de
deporte y fidelidad de marca.
Irónicamente, el único miembro de la familia Dassler que sigue involucrado con las
marcas es Frank Dassler, nieto del fundador de Puma… y que hoy trabaja para
Adidas.
Caro Almela, A., & Pacheco Rueda, M. (2016). Libro de Actas del I Congreso
Iberoamericano de Investigadores en Publicidad. In Pensar y practicar la pulicidad
desde el sur (pp. 35-37). Quito, Ecuador: Centro Internacional de Estudios
Superiores de Comunicación para América Latina (CIESPAL). Retrieved from
http://ciespal.org/wp-content/uploads/2015/12/Congreso-PUBLICIDAD-22-03-
2017.pdf
