StudentShare solutions
Triangle menu

Marketing Communications Programme of Adidas - Essay Example

Extract of sample
Marketing Communications Programme of Adidas

The role of communication audit is to find whether the intended person is decoding the message in the manner, in which the messages were designed when encoded. When this communication audit is done on a real organization like Adidas, it gives interesting perspectives or results of their MarCom strategies. Adidas is the Germany based sports equipment and apparel manufacturing company, and along with Reebok, Taylor Made and Rockport constitutes the Adidas Group. Adidas is the second-biggest sportswear manufacturer in the world in terms of revenue and reach, following Nike and when it comes to Europe, it is the largest manufacturer. (freebase.com). Headquartered at Herzogenaurach, Germany, Adidas is known for producing and selling high quality products with the aid of effective marketing strategies to a wide range of customers throughout the world. Although, it also provides its products to its brand endorsers and sponsored teams, its main focus is on the key stakeholder of customers. Adidas has a set of stakeholders and according to its website they are Employees at the Adidas Shareholders, Board of Directors Business partners including suppliers, retailers, distributors, service providers, etc. Employees in their suppliers' factories Customers, which include professional sports people and importantly consumer (adidas-group.com). Among these stakeholders, customer segment are the key because, although other stakeholders will also be communicated regarding the company’s operations, the customers will be mainly communicated through various marketing campaigns for their products. The customer segment of Adidas constitutes people, who want to buy sportswear and equipments for their sports activities and also as part of their lifestyle activities. As Borowski (2011, p.7) states, Adidas could focus on the “middle and upper-class athletics, single and family-households with lifestyle and brand loyalty, whose income allows buying those goods.” When the age aspect is focused, Adidas’ target segment will be mainly in the age group of 14 to 30, however as Hall, Jones and Raffo (2007) states age will not be always a factor, because even people in their middle-ages will buy Adidas products as part of their lifestyle activities. This perspective was validated by Keegan (2009) as well, who stated, “Adidas still enjoys high brand loyalty among older Europeans”. Thus, the target customer base or key stakeholders of Adidas is slightly broad, and so Adidas has been communicating with all these customer segments through different MarCom strategies. To initiate these customer segment specific marketing campaigns, Adidas in the late 1990’s categorized its brand into three main groups, called Adidas Performance, Adidas Originals and Adidas Style Essentials, with each group constituting a range of products exhibiting a specific focus. This categorization of products ...Show more
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Communications Programme of Adidas Essay”, n.d.)
Retrieved from https://studentshare.net/marketing/54436-carry-out-an-analysis-and-evaluation-of-the
(Marketing Communications Programme of Adidas Essay)
https://studentshare.net/marketing/54436-carry-out-an-analysis-and-evaluation-of-the.
“Marketing Communications Programme of Adidas Essay”, n.d. https://studentshare.net/marketing/54436-carry-out-an-analysis-and-evaluation-of-the.
  • Cited: 0 times

Summary

Marketing communications programme of Adidas Marketing Communications, or MarCom for short, is the process of communicating certain information and details, which the organization wants to give away to its stakeholders particularly its customers. As Shimp (2008) states, marketing communications is just one element of the marketing mix, under which companies use various communication methods, so that they will be able to break through the clutter, and reach the targeted customer base, with the aid of interesting and effective persuasive messages…
Author : cmohr
Download 1
Marketing Communications Programme of Adidas
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Communications Programme of Adidas"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing communications
In addition, organizations can reach their potential customers through several channels. Marketing communication is one of many tools via which an organization can market its products, ands this may be in the form of advertising, direct marketing, trade shows, seminars, websites, public relations, and sales promotions among others.
8 pages (2000 words) Essay
Marketing Communication of Adidas
According to the research findings it can therefore be said that the marketing communication objectives of Adidas are specific to different product categories that cater to certain niche markets and address their specific needs through the marketing and communication channels most effective for that segment.
4 pages (1000 words) Essay
Marketing strategy of Adidas
Based on this research Adidas have been exploring the market opportunities that exist in the market. Therefore, the first part or exploring is the market research that Adidas does time and again so that they remain in line with the current requirements. The second part that talks about satisfying the need of the target market at a profit, since its inception Adidas is a premium brand.
10 pages (2500 words) Essay
An integrated marketing communications programme for Rapanui
...........................................................3 Contemporary communication method in fashion industry.................................................4 Conclusion.................................................................................
10 pages (2500 words) Essay
Integrated Marketing Communications Programme for the Ashcroft International Business School at Cambridge and Chelmsford
These expanding range of contemporary courses have been designed according to the educational needs of its undergraduate, postgraduate, and professional students.2 Aiming to reach out for a wider scope of market, the
12 pages (3000 words) Essay
Marketing strategy of adidas
The group recorded a growth of 4.9% in the total revenue it earned over 2007, the figures rising from 10,299 € million to 10,799 € million. In the process the group experienced a phenomenal increase in the profits which rose from 555 €
10 pages (2500 words) Essay
Marketing communications
Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke’. Marketers have still not defined these people in any target market category, and
10 pages (2500 words) Essay
MARKETING COMMUNICATIONS
practices of advertisement, brand language, branding, marketing, direct marketing, packaging, graphic design, publicity, promotion, public relations, sponsorship, sales promotion, sales and online marketing are generally known as marketing communication managers, or marketing
6 pages (1500 words) Essay
Marketing Communications
Marketing strategy is made with the purpose of deciding the kind of customers to whom marketer wants to sell a particular product. In broader term, such range of customers forms the target market and a marketer’s job is
13 pages (3250 words) Essay
Adidas Marketing Project
The group research can be judged as very successful as the group members were fully dedicated to the assignment. Members fully researched for the marketing information about Adidas and they were resources by themselves. Sharon, the other team member had already collected a lot of information for use in the assignment during the preparation phase.
2 pages (500 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Marketing Communications Programme of Adidas for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us