This research begins with the statement that in today’s competitive market, survival of brands is a challenge to firms as they fight to keep their market share and retain customers. Marketing communication aims to engage consumers by creating brand loyalty, awareness and favorable attitudes towards the brand…
The firm that is analyzed in the paper is Adidas. Created in 1925 by Adolf ‘Adi’ Dassler, Adidas has dominated the sports apparel and footwear market for over 80 years. Adidas started off as a sports footwear company that designed special shoes for athletes, however, over the years Adidas expanded into sports goods as well. After its success in Germany Adidas expanded to the United States in 1968, and captured the American market in a matter of few years. Adidas’ success worldwide can be attributed not only to its unmatched quality and innovation but also to its marketing strategies. Being a premier sports brand, Adidas has been prominent in the sports world at all levels which has been a huge success factor for the brand. The broad product offering of Adidas has enabled it to capture a global market for itself; the product categories include Football, Basketball, Running, Training and Outdoor sports. Customization and innovation are key growth drivers for the brand. Adidas is identified with performance and in order to uphold that brand image it serves its consumers five performance benefits through its products which are designed to be faster, stronger, smarter, cooler and natural. Marketing communication plays a pivotal role when it comes to establishing brand name, loyalty and engaging consumers. The marketing communication of Adidas seeks to achieve three main objectives: creating brand awareness, identifying a need that the brand or product fulfills and finally encouraging action from the audience. It achieves these by employing seamless marketing and communication leadership strategies, rendering authenticity through strategic partnerships and extending brand reach through endorsements and partnerships. A very important growth driver is the brand’s history with athletes and Global sports which has not only created a favorable brand image but also brand awareness and loyalty in the Global arena. Endorsements and sponsorships have been the central marketing communication tool of Adidas. By virtue of its nature, the brand has the power to dominate the world of sports through strategic partnerships and celebrity endorsements. The most crucial perhaps, have been endorsements by athletes such as Ian Thorpe, Andre Agassi, Kaka, Zidane, David Beckham et al who embody the brand image and product philosophy and consequently create very favorable attitudes in consumers towards the brand. The brand is, therefore, not only preferred by athletes across the world but also by ordinary consumers who have a passion for sports and who idolize those athletes. Another marketing tool of the brand is associating the brand philosophy to tangible outcomes. This not only renders legitimacy to the brand but also sensationalizes it and therefore leaves a very far reaching impact by creating a brand appeal that is second to none. The ‘golden ball’ for instance was the official football for FIFA World Cup 2006. The brand’s association with major sporting events, leagues, clubs and sports associations as partner, sponsor and licensee has also been a central pillar in propping its marketing communication. Among many such associations some mention worthy partnerships and sponsorships include; the ...
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“Marketing Communication of Adidas Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.net/marketing/6234-marketing-communication.
This paper will discuss promotion plan for a business aiming to use sporting as a key promotional vehicle to market sports equipment. Taking Adidas as a case study, this paper will explore how Adidas can use sports to market itself.
In later years, due to some differences the two brothers split up their business. Rudolf went on to start Puma, while Adolf focused his attention on the expansion of Adidas. It is a German based company which specializes in sports apparel manufacturing. It is the second largest sportswear manufacturer in the world after Nike and is a significant part of the Adidas group which is primarily comprised of Reebok Sportswear Company, Taylormade Golf Company, Maxfli golf balls, and Adidas Golf.
The success or even the failure of a MarCom programme carried out by an organization can be evaluated and judged using a communication audit. According to Fill (2009, p.912), “communications audit is a process that can help assess whether an organisation is communicating with its consumers and other stakeholders in an effective and meaningful way.” Typically, a communication process involves the sender (or marketing team), who encodes the message in particular way, then sends through a channel of transmission, which will be received by the intended recipient or customers through his/her own decoding process.
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 €
It is a German based company which specializes in sports apparel manufacturing. It is the second largest sportswear manufacturer in the world after Nike and is a significant part of the Adidas group which is primarily comprised
A Designer and a Salesman: 1924 at the age of 23, Adi convinces his brother Rudolf to join the business. On July 1st 1924, they register their small enterprise as Dassler Brothers Shoe Factory, Herzogenaurach.
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
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