Marketing and Adidas

7 July 2016

Describe the elements that make up the marketing mix.

A: Firstly, there are three key purposes of the marketing function. These are: To complete in a competitive marketplace To identify and anticipate consumer requirement and then satisfy these requirements To make a profile Then, the marketing mix of Adidas is referred to as the 4Ps that include: the right product, sold at the right price, the right place and using the most suitable form of promotion. Explain the term sponsorship.

Marketing and Adidas Essay Example

Name a sponsorship deal that you think was effective. Explain your answer. A: Term sponsorship means a company invest money of support a large festival and makes some advantages to publish the branding. For example, Adidas invest a lot of money for holding 2012 London Olympic Games as the sponsorship. This sponsorship is important because London is the main market for Adidas, to become the Official Sportswear Partner of the London Games and the exclusive licenses of all branded and event brand clothing, that will helps Adidas a lot.

After Adidas do the sponsorship and get the branding, Adidas set four benefits they want to achieve, that will be all the benefit: To ensure a clear association as Sportswear Partner of London 2012, Team GB and Paralympics GB. To engage and excite the 14-19 year old audience in order to drive brand preference in the UK. To deliver a Licensed Product Return on Investment (ROI) To become the most talked about sports brand in 2012.

Analysis the importance of using both above-the-line and below-the-line promotion for an effective marketing campaign. A: Above-the-line activities for Adidas’s campaign include TV adverts that showcased the best UK talent across sport, street and style. By using above-the-line activities, Adidas can build their brand and their feature. Below-the-line promotion aims to reach more targeted groups of consumers. Adidas is a big brand and they want to go to different market to make benefit, so they use below-the-line promotion.

Evaluate the effectiveness of ‘Adidas’ use of social media in its ‘Take the Stage’ campaign. A: By using social media, Adidas can publish their branding and that is its own way to uniquely position the brand and drive sales. For Adidas, this includes understanding what its consumers want and producing innovative methods of sports marketing, on a scale never before seen in the industry, enabled Adidas to target the youth audience in London whilst also having a global reach through social media and outline promotion.

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