Comparative Analysis of Brand Performance and Financial Gains a Case Study of Nike, Adidas and Puma
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 1
Abstract
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market.
Authors and Affiliations
Muhammad Ali, Noreen M. Din, Mehwish Jamil, Palwisha Ilyas
Keywords
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