Introduction To Footwear Industry Marketing Essay

Introduction To Footwear industriousness Marketing EssayFootwear is a human make outmost covering of foot. When the human beings came into existence, they were required to protect themselves from, cold dampness, dust, heat, and roughness of background signal while standing, walking or even running. So they originate lieu for the protection of their feet. It is conventionally made out of leatherbut the aforementioned(prenominal) can be made with synthetic material. The importance of footgear is super realised in western and other countries, so the footwear labor developed in full motion that originated companies like Nike, Adidas, puma, Reebok etc.In recent years, there has been a temperament for the footwear sector in the developing world to become successful in exporting to industrially advanced countries. Local markets in developing countries for domestically produced footwear support also grown. These latest trends have resulted in the entrenchment of relatively plumping scale and capital intensive plants. Domestic enterprises with less access to technical foul information have thus tended to adopt manufacturing methods similar to those in turn-key factories, at the expense of technologies more suitable to local conditions, especially at lower-ranking scales of production. In western countries especially in Europe, the footwear industry has declined in the last few years. While in 2005, there were about 27.000 firms engaged in footwear industry in 2008 there were moreover 24.000. along with the number of firms, the direct employment has also decreased. The only factors that remained almost plastered were production value and the value added at factor cost.In the united States, the annual shoe industry revenue recorded in 2012 was $48 billion. There are around 29.000 shoe stores in the United States and the footwear industry employs about 189.000 people. Due to increasing imports, these figures are also declining. The only way of staying alive in the shoe market is to establish a presence in niche markets.200px-Logo_NIKE.svg.pngNike, Inc. innovationNike, sea captainly known as Blue Ribbon Sports (BRS), was founded by University of Oregon track athlete Philip cavalry and his coach Bill Bower man in January 1964. They and the people they chartered evolved and grew the company that became Nike from a U.S.-based footwear distributor to a global vendor of athletic footwear, dress out and equipment that is unrivalled in the world.KEY FACTSHeadquarters upper-case letter County, Oregon, United StatesFounded 1964 (as Blue Ribbon Sports)1978 (as Nike, Inc.)Employees 38000(May 2011)Website www.nike.comSLOGAN unless Do It. The famous Nike guideword came from a rather unknown source revel grampus Gary Gilmore, who received the death penalty for killing two people in Utah, United States in July, 1976. He was asked if he had any last words. Lets do it, he said. When Dan Wieden was asked to create a tagline for Nike, suddenl y Gilmores words just seemed to fit. Lets was changed to Just to add a dash of intensity.MILESTONESIn 1970 they introduced first line of footwear with a waffle sole and named it Moon Shoe and it was a enormous hit. At that time Nikes market dowery and sales increased dramatically. During this purpose for the first time they sponsored Italian football team.Adidas-blue.pngADIDAS Inc.ORIGINAdidas Inc. is a German manufacturer, a marketer of athletic enclothe and sports apparel. Adidas was founded in 1948 and was named after its founder, Adolf (Adi) Dassler. His point was to give athletes with the best possible sports gear and equipment. For over eight decades the Adidas classify has been part of sports on every level, providing state of the art sports apparel, footwear and accessories. Today, the Adidas assort is an international leader in the boast goods business and offers an outspread portfolio of sporting goods.KEY FACTSHeadquarters Herzogenaurach, GermanyFounded 1924 as Gebrder Dassler Schuhfabrik(registered in 1949 as Adidas)Employees 42540(Dec 2010)Website www.adidas-group.comSLOGAN unacceptable is Nothing, represents the attitude that the company has been trying to inculcate in its customers. Through this catchword the customers are constantly reminded of that anyone can achieve the impossible, taking into account the products of Adidas. The slogan brings out endurance and hope for the customers that Adidas brings out best for the athletes.MILESTONESPUMA.jpgPUMA SeORIGIN painter is a major German Multinational attach to that produces graduate(prenominal) end athletic piazza. The Company is known for its football shoes and accessories and has sponsored acclaimed footballers. The Company was organise in 1924 as Gebrder Dassler Schuhfabrik by Rudolf Dassler and Adolf. In 1948, Rudolf Dassler formed his own shoes company called PUMA Schuhfabrik Rudolf Dassler.KEY FACTSHeadquarters Herzogenaurach, GermanyFounded 1924 as Gebrder Dassler Sch uhfabrik(registered in 1948)Employees 9310(Dec 2010)Website www.puma.comLOGOThe Puma logotype has an image of a outflow Puma, an animal otherwise called a cougar, a panther or a mountain lion. Active both day and night, it is a powerful tool and an expert hunter that can jump to maximum of 20 feet high in a single bounce. By incorporating the creature in the Puma logo, the company has summarized the complete meaning of its product into a powerful identity. The Puma logo itself characterises the brands reliability and its product.MILESTONESSoon after the company is founded, Rudolf Dassler successfully made a football boot with screw-in studs, in association with experts, such as Sepp Herberger. The successful launch of the SUPER ATOM, the worlds first ever screw-in boot, which Dassler launches in 1952.original-reebok-logo.gifREEBOKORIGINReebok is a United Kingdom based ancestor company which was founded to provide athletes with a shoe which could assist in running fast. So, in t he 1890s, Joseph William nurse innovated shoes with spikes in them. By 1895, he was in business devising shoes and before long his developing company, J.W. Foster and Sons created an international trade of different athletes. The family owned business majestically made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the bourgeon Chariots of Fire.It is a subsidiary of Adidas since 2005.KEY FACTSHeadquarters Canton, Massachusetts, USFounded 1895 (as J.W. Foster and Sons) in England, United KingdomParent Company AdidasWebsite www.reebok.comLOGOThe original Reebok logo depicts the Union Jack, depicting the companys bashful beginnings in Bolton, England in 1895.But in coiffe to link the brand with youth market they brought a new logo i.e., RBK in 2001. Celebrating the 50th anniversary of the success in 2008, Reebok brought back its original brand identity from RBK to Reebok.MILESTONESIn 1982, Reebok introduced the first athletic shoe intentional es pecially for women a shoe for a hot new seaworthiness exercise called aerobic dance. In 2004, Reebok became the worlds leading producer of hockey apparel and equipment with its acquisition of The Hockey Company.MARKET SHAREThe graphs showcase the market share of top Companies in the market and also the growth trends over the bypast few years. This firms fight for market share through non price emulation ,on strategies such as strengthening brand image and product proliferation. It is significant to note that Adidas acquired Reebok in 2005, despite the brands have kept their corresponding names. The jointure is an endeavour by Adidas to gain a concrete footing in the United States and to challenge market leader Nike. However, if you conjoin sales intensity of both the brands they combine for less than Nikes total.Also very interesting is the Others grouping that accounts for 40% market share.