BANKING ACADEMY
FACULTY OF FOREIGN LANGUAGES
Module: WRITING REPORT
TITLE:
A COMPARATIVE REPORT BETWEEN
THE SNEAKERS OF ADIDAS AND PUMA
Members:
Trần Thị Ngọc Anh: 21A7510008
Lê Minh Châu: 21A7510016
Trần Thị Hằng: 21A7510044
Trần Thị Ngọc Linh: 21A7510085
Supervisor: Ms Dinh Thi Kieu Trinh
Hanoi, 7th April 2021
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LIST OF FIGURES
Chart 1
Market share of brands in the world in 2013
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Figure 1
Students of Banking Academic by gender
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Figure 2
The major of the participants
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Figure 3
Participants by grades
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Figure 4
Popular means of footwear utilized by BA-ers
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Figure 5
Analysis of aspects when choosing a sneakers
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Figure 6
Affordable amount of money for buying a shoes
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Figure 7
Respondents’ option with around 1.5 million dongs
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Figure 8-9
Participants’ utilization of the products of Adidas and
Puma
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Figure 10
Students’ feedbacks when using Adidas shoes
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Figure 11
Students’ feedbacks when using Puma sneakers
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Figure 12
Recommendation for the sneakers of Adidas
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Figure 13
Recommendation for the sneakers of Puma
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Contents
LIST OF FIGURES ………………………………………………………………. 2
EXECUTIVE SUMMARY ………………………………………………………. 4
INTRODUCTION ………………………………………………………………… 5
1. Overview of Adidas and Puma sneakers in the world …………………….. 5
2. Overview of Adidas and Puma sneakers in Vietnam ……………………… 8
EXPLANATION AND DESCRIPTION ………………………………………… 14
1. Explanation of why the reason why topic is chosen ……………………… 14
2. Purpose of the report ……………………………………………………… 14
3. Description of the products ……………………………………………….. 15
METHODOLOGY ……………………………………………………………….. 22
FINDINGS ………………………………………………………………………… 23
DISCUSSION …………………………………………………………………….. 36
CONCLUSION …………………………………………………………………… 52
REFERENCE ……………………………………………………………………… 54
APPENDICES ……………………………………………………………………. 55
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EXECUTIVE SUMMARY
The purpose of the study is to identify the trend for choosing a pair of sporty shoes of
young people and illustrate which product is more favored by Banking Academy
learners: Adidas or Puma.
Utilizing the questionnaire survey online was the primary method of data gathering.
The questionnaire survey included 13 questions and its main contents were to collect
data on the number of participants, the proportion of respondents giving divergent
opinions, levels of satisfaction about the sneakers of Adidas and Puma and
recommendation from customers to two brands. Students participating in this survey
are studying in Banking Academy. The comparison is based on six main features:
namely (1) the utilization of popular means of footwear among respondents, (2)
causes of opting shoes, (3) payment for an individual sneaker, (4) perceptive about
appropriate shoes and (5) levels of satisfaction of participants between the shoes of
Adidas and Puma, (6) customers’ recommendations for 2 brands.
To be more specific, first and foremost, sneakers are the most opted means of
footwear of BA-ers. Additionally, price and models was top of the list of reasons for
opting for, since it received the most attention of respondents. The rate of students
choosing Adidas shoes correlates positively with the percentage of respondents giving
satisfaction level to its products. Adidas sneakers were evaluated more highly than the
one of Puma. To conclude, Banking Academy students’ expressed their interest in the
shoes of Adidas more than the ones of Puma.
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I. INTRODUCTION
1. Overview of Adidas and Puma sneakers in the world.
1.1. The status quo of brands in the world
Adidas and Puma have been two of the biggest names in sports shoe manufacturing
for over 60 years. They used to be one company named Gebrüder Dassler
Schuhfabrik, established by two brothers, Adolf and Rudolf Dassler. After a
disagreement between the two brothers, the company split, creating the two widely
known sporting brands, Adidas and Puma.
1.1.1. Adidas
Adidas is the largest sportswear manufacturer in Europe, and the second largest in the
world, just behind Nike, with over 23.6 billion euros in annual value and a brand value
of approximately 16.5 billion U.S. dollars. Adidas employed 59,533 people worldwide
in 2019. Just as with Nike, footwear is the most important category for Adidas. In
2019, over 50 percent of the Adidas group net sales were generated by the footwear
category.
Adidas AG has extended the appointment of Chief Executive Officer Kasper Rorsted
by another five years until July 31, 2026. Kasper Rorsted has driven the
implementation of our long–term strategy ‘Creating the New’ with great energy and
success. He clearly left his mark focusing the company on sustainable growth and
increasing its profitability. Today, under the leadership of Kasper Rorsted, Adidas is
one of the largest and most valuable brands in the world. Adidas values authenticity
and innovation, and they have constantly adapted and developed their products to give
the best possible performance.
• Logo
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On the very first Adidas logo, there was a spiked running shoe hanging between two
long ends of the letter “d”. Initially, Adidas added stripes to its running shoes to make
them more durable. By the way, the runner Jesse Owens won the 1933 Olympics
wearing the Adidas shoes. The stripes on the trefoil emblem symbolize the company’s
focus on variety, while the three trefoil leaves stand for three parts of the world (North
America, Europe, and Asia) where you can buy its products.
1.1.2. Puma
Puma, also a leading footwear brand in the world, has the long-term mission of
becoming the most desirable sport lifestyle company in the world. Europe and the
Americas are the most profitable markets for Puma, as these regions accounted for
nearly 75 percent of Puma’s consolidated sales in 2019. Describing itself as the ‘blue
mountains’, Puma has been trying to incorporate more edge, creativity and uniqueness
into their designs with their collaborations with fashion designers such as Sergio Rossi
and Alexander McQueen, and singer Rihanna.
Today, under the stewardship of its global director of brand and marketing, Adam
Petrick, Puma has been growing much faster than its competitors, and its stock has
delivered superior returns. This past October, Puma made its debut on our list of the
world’s most valuable sports brands.This year, Puma makes the Forbes Fab 40 for the
first time, ranking sixth in the business category with brand value—what the name
alone is worth—of $4 billion.
• Logo
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The iconic Puma logo was first introduced in 1948 and featured almost the same
leaping wildcat we all got used to seeing today.
1.2. Brands in the world
1.2.1. Nike
U.S–based Nike is the world’s leading brand in athletic footwear and apparel, and the
most valuable sports business brand in the world. North America is a key market for
Nike with the company generating approximately 41 percent of their overall revenue
in 2019 and accounting for almost half of its global revenue was generated there in
2019, mainly from footwear sales. Under the leadership of long-time CEO Mark
Parker, Nike became the most favored shoe brand, with a brand value of over 32
billion U.S. dollars. Nike also held the largest market share of the global footwear
market. In 2020, 55.38 percent high income earners in the U.S. said that they owned
shoes from Nike.
Currently, Nike still dominates the North American market with 80% of the market
share, of which the strongest are basketball shoes, running shoes and skateboard
shoes. Revenue from the US and Canada contributes to 40% of global sales, it can be
said that North America is the unbeaten home field of Nike. Nike completely
overwhelms Adidas in North America.
• Logo
Nike is famous for its ‘Swoosh‘ logo as well as its “Just Do It” slogan. In Greek
mythology, Nike is the Winged Goddess of Victory. The logo is derived from
goddess’ wing, ‘swoosh’, which symbolises the sound of speed, movement, power and
motivation.
1.2.2. New Balance
The brainchild of William J. Riley – has transformed into one of the largest
shoemakers in the world. Riley was a British immigrant, and New Balance still retains
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British roots in some of their branding today. He established the company in Boston,
Massachusetts, where the headquarters remains today in the Brighton neighborhood.
Today, New Balance has become a worldwide brand for athletes all over the world.
Recently, in 2015, New Balance entered the global soccer market to add to their line
of specialty sneakers made for individual sports.This Boston-based running brand had
a market share of 14 percent in 2019. The global running market was valued at 33,2
billion U.S dollars in 2018.
• Logo
The logo featured the initial letters of the two words comprising the company name,
“N” and “B,” blended. There were twelve speed marks (or wings) slashed across the
“N.” Due to this, the logo looked dynamic and acquired a sporty feel. The name of the
brand was placed below the emblem.
2. Overview of the problem discussed in Vietnam
In recent years, the sportswear market in Vietnam is gradually being manipulated
by foreign giants such as shoe brands: Converse, Adidas, or Nike … According to the
report at the 2019 Conference leather sportswear and handbag industry, Vietnam is the
2nd country in the world in terms of footwear production, but focuses mainly on
outsourcing for big brands. However, within 3 years, one of these Vietnamese sports
shoe brands has returned.
2.1. Biti’s
Biti’s has risen “like a wave” and created an upstream in the world sports shoes
market in general and Vietnam in particular. Biti’s was established in 1982, and
emerged as a brother, at the pioneering of Vietnamese sportswear firms, with the
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famous slogan “Biti’s cherishing Vietnamese feet”. It was once a popular brand back
in the 1980s and 1990s.
2.2. Ananas
Back to 2012, Ananas has been known in recent years for her non-stop work. First can
be in the form of the local Brand Unlimited in a number of models, Ananas is
successfully built for itself thanks to diverse designs for all subjects with casual styles,
diverse materials such as canvas, leather and suede all distributed color or fresh eye-
catching or meek, clean.
2.3. RieNevan
One of the new faces of the Vietnamese market is RieNevan. RieNevan is a dedicated
founder of Nguyen Ngoc Tien in 2012 in Da Nang, with very limited financial
resources. Overcoming these difficulties, up to now, RieNevan has gradually gained a
foothold in the domestic shoe market in Vietnam. In general, RieNevan’s shoes were
of a liberal streetwear style. Useful shoes for young people who are passionate about
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skateboarding, or simply want a highlight of their personality when going to school or
going out every day.
2.4. Converse
Next is the Converse – one of the oldest sportswear brands. With the development and
existence of more than 100 years, Converse has never declined in performance. With
an outstanding design, Converse is suitable for all ages of students with affordable
prices that always score in the eyes of Vietnamese consumers.
2.5. Adidas
Adidas is also one of the favorite brands in Vietnam. Adidas designs are always eye–
catching in the fashion world today. They have many times collaborated with other
companies or celebrities to produce limited quantities. Adidas is known for its
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adoption of Boost technology, which has made a breakthrough in both fashion and
sports. Through strategies to change designs from fashion brands, which can
manipulate as well as 2.4% growth in the sports shoe market, it can be seen that the
demand of customers looking for new products is increasing. It can be said that
Adidas is performing quite well in the first half year of 2018. Although Nike’s growth
rate is slightly higher than that of adidas, its revenue is still taking the upper hand in
the sports shoe market.
2.6. Puma
Finally, Puma is no longer an unfamiliar name to shoemakers. Puma is a manufacturer
of sports shoes, footwear and other sports products, established in 1924 in Germany.
The Puma brand is considered one of the most valuable and recognized brands in the
world. Puma Vietnam set up its first store in major department stores in Ho Chi Minh
City about two years ago. The products for sale here are naturally indispensable for
shoes, sports clothes and bags. The price of Puma’s products is diverse to serve all
needs from all genders and ages.
Currently in Vietnam, there are many online communities for you to join and share
your passion for shoes and sneakers: Vietnamese Vans Club, Jordan Vietnam Club …
