Multimedia Marketing - Essay Example

Multimedia Marketing Background Adidas is a multinational company that is known for its manufacture of sport shoes, sport clothing as well as sport items and accessories. It also manufactures other products such as watches, eyewear and t-shirts among others. It is among the leading manufacturers of sportswear in the world alongside Nike. Nike is the major competitor to Adidas since the two deals with exactly similar products and they command a significant market share from all over the world. Over the years, the company has been aiming to become a global leader in the manufacture and sale of sporting goods. It produces brands that are built on the foundation of sporting lifestyle and the passion of sports. The company aims at making sports an experience that every customer will enjoy and will recall with nostalgia. In doing so, Adidas aims at understand the needs and wants of its customers. It then produces goods that are designed to make the customers fully satisfied. Its products are innovatively designed in order to satisfy its customers’ needs. In fact, the company ensures that every year there is at least one new innovation or a major improvement on the goods. To allow innovation, the company has created a work environment that is conducive for innovation. It encourages team work in production as well as employees’ engagement and strong leadership. In addition, Adidas recognizes that it has a wide spectrum of customers and as a result works towards providing a variety of goods in order to meet the needs of each customer group. The company has a great potential to further expand its market by producing sports wear that are in line with the current innovations in the world of sports. By customizing its products, the company will further have an opportunity to expand its operations. In today’s market, there are customers who like goods that are designed specifically to meet their peculiar needs. Adidas has the required resources and can capitalize on this opportunity to edge out its rivals competitiveness. Sports shoes have a potentially higher market and present a higher opportunity to the company. It is for this reason that it has embarked on producing new shoe models. Over the recent past, Adidas has been producing shoes that are highly innovative and that are going to satisfy the various needs of athletes and sports people. Objective The major objective of Adidas is to reach as many customers as possible and sell them products which will fulfill their various needs. Adidas is a company where every sports person will have their dreams fulfilled by getting what they need to achieve those dreams. The company is aware that technology has been on the rise over the last few decades (Ryan & Jones, 2012). Many people have reverted to using technology in most of their activities. The internet has become common to most household (Wind & Mahajan, 2001). As such, the company aims at utilizing and taking advantage of this opportunity to reach many people and sensitize them about its products and the innovations instilled in them. The company will use the media marketing in its bid to reach many of its customers. This will enable it to interact with its customers a move that will be highly effective in helping the company understand the various needs of customers and then produce goods that will meet these needs (Henderson, 2005). There are customers who do not use or have access to the internet. In order to promote its goods to such customers, the company also uses other media such as magazines, TV and radio among others. Target audience A company should have a target market where it markets its goods. These are the people who have a high probability of buying the goods. They are the people who normally use the product. These should be the target audience. Its promotional activities should have these groups of people as the target audience since a wrong target audience will lead to non- effective marketing. Adidas targets sports people (athletes and sports supporters). In most cases, these will young people and middle aged people. It is a group of people that is leaving in the technology era and hence they have a high proximity with the internet (Stanaland, 2012). It can also target the various companies which sponsor various sports and make them part of the audience. Strategy As it has been mentioned earlier, Adidas is aware of the innovations that are going in the sports world. New sports are sprouting every day while new improvements are being implemented in the already existing sports. The company is therefore targeting to invest a significant proportion of its resources on these new opportunities. This is an opportunity that will help the company satisfy the needs of its customers and in the process will fulfill its major objective which is to reach as many customers as possible and fulfill their various needs and wants (Kaputa, 2012; Jefferson & Tanton, 2012). One of the major steps that Adidas will take in order to fulfill these needs and to attain its needs, it will identify all the various needs of customers. In fact, it is a process that has already been ongoing. There are company representatives who have been on the ground carrying out market research in order to find out what the customers need. The report they then compile is used as the reference point when the company is designing its products. It is a model of digital marketing that can be referred to as the customer experience designers (Egol, Peterson and Stroh, 2014). In this model, the company normally uses customer data as well as insights in order to develop an end to end brand that has the ability to meet all the needs and wants of the customer. It is a model that is used by most retailers and has been proved to bring undisputed success to companies which employ it. Adidas has used technology to re- invent ways in which it interacts with its customers. Due to the fact that the company is well aware of the various needs, it can wow its customers by producing highly innovative products which even surpass the customer expectations. They create a continuous dialogue with their customers and in the process they can build a customer base that is loyal to the brand. It should be noted that the ongoing innovations by Adidas are mostly resultant of the dialogue that it maintains with the customers. Adidas is a company that can be classified as product innovators. It has been highly concerned and devoted towards identifying, developing as well as rolling out new digital products through the help of digital marketing (Egol, Peterson and Stroh, 2014). This is a point that has been reiterated over and over as it is the main tool that the company is employing to edge out the competition that it faces from its closest rivals Nike and Puma. The company has been able to produce shoes that are more comfortable for the various sports. The shoes are designed in such a manner that they can fit for the various sports. In other words, each of the shoes is customized to fulfill the needs of the various kinds of sports. For instance, the shoes for playing soccer are designed such that they can help the players sprint and maintain stability and stamina. They are such that the player cannot slide in the field, a feature that will help players easily control the ball. The shoes for runners on the other hand are light and have grips that help the runner speed up and stay on the ground. The company has continued to implement new innovations on the shoes. It has also been up to the changes in the sports world, designing shoes for the upcoming new sports such as fort ball, trangle ball and HAV football, bossaball among others. As mentioned earlier, the aim of Adidas is to ensure that every customer is happy and that they get what they need. Online campaign Media selection is an essential to the success of an organization. This will help the company reach its target customers a move that is positive towards attaining its goals. Online marketing is one of the most viable for Adidas considering the fact that most of its target customers are the young generations and the middle aged people. In addition, the current world is tending towards and technology and internet. Most people have access to the internet and are changing their buying behavior whereby they now prefer online purchases (Bird, 2007). Therefore, considering the above facts and the fact that online marketing can be most convenient to customers, it will have a very positive impact to the industry. This should be integrated with the traditional marketing modes since there are some people who may not have access to the internet. This will make the company cover a great percentage of the potential market and hence will be able to collect the relevant data to help it improve its productions. The cost of online marketing is significantly cheaper as compared to other marketing means. It helps the company lower it’s over all operation costs and as a result, it is able to lower its prices for the various goods such that many customers are able to afford (Parkin, 2009; Fortin, 2000). The timing for internet marketing is always the best and most convenient for customers as they can do their purchases at any time of the day and from wherever they are as long as they have access to the internet (Solomon, 2008). Once the customer makes the purchase, the company will deliver the goods to the various points where they are located. Adidas will be able to boost its sales significantly by adopting these strategies. Reference List Bird, D. (2007). Commonsense direct & digital marketing. London: Kogan Page. Egol, M, Peterson, M and Stroh, S., (2014), How to Choose the Right Digital Marketing Model, Strategy and Business, Retrieved Online from < http://www.strategy-business.com/article/00241?pg=all > on May 4, 2014 Fortin, D. R. 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