Advertisement In Adidas Co Research Paper Samples

Features and benefits

Manufacturing in the footwear industry has dramatically developed over the past years. Therefore due to the economic development and enhanced skills, Adidas has moved to low developed countries (Randazzo, 2014).One of the marketing and promotion techniques that Adidas has adopted are adverting. The aim of the advertisement by the company is to build long term consumer franchise. Therefore based on this the advertisement objective for Adidas is ‘To build confidence in the company and its brands from its companies.’ One of the reasons why Adidas has dramatically improved over time is the fact that it has it unique structure (Randazzo, 2014).
Adidas products are unique and of great quality. The major aim of Adidas is to create product that satisfies its target customers. To ensure this the organization ensures that its products have functional benefits such as durability, reliability, convenience and newness. Durability and reliability of Adidas footwear is one of the driving force to organizational development. This is due to the fact that the Adidas aims at ensuring that its customers feel some value of their money spent on purchasing our products. Adidas products are also very convenient. This ensures that the products are easily accessible from the organizational distributor’s stores and at fair price. The newness of Adidas products creates some uniqueness on our customers and therefore creating a sense of satisfaction to the organizational products (Randazzo, 2014).

Target Audience

Adidas being an international organization it is not limited to a specific target market. Therefore our major aim is to reach everybody as long he or she is a potential customer and we therefore produce good that satisfies all the demographics. Therefore to achieve our objective and reach to the different potential customers, application of market segmentation is essential. For instance geographically, we are able to market our product and create more customer loyalty from different parts of the world (Pinson & Jinnett, 1993). For instance our ad and cleats will be more in Europe than in America since soccer is much popular in Europe than in United States. Therefore, our target market is soccer players and its fans. Taking into consideration psychographic segmentation, Adidas will focus on both the young generation and the baby boomers. For our active and performance wear brands is much focused to younger people since they are more active than the elderly. Additionally, for long time, Adidas has focused male product, and therefore to create some sense equality, female products are also produced. This is based on the fact that, females are currently much involved in sports and therefore a viable market for our products (Pinson & Jinnett, 1993).

Competition

Despite the huge steps Adidas is making it faces a lot of competition from its rivals such as Nike, Reebok and Converse. In spite of its ability to withstand the strong completion from its rivals, the Adidas has its strengths weaknesses. It strengths is that it is rated one of the largest sport sponsor specifically football. Based on this it is able to fetch a pool of population as its loyal customers who contribute to its current success. Next is that it has good and experienced management team. This ensures that the organization makes appropriate decisions regarding is production and promotion strategies. Next is that the organization has its unique brand style. Its three strip brand styles are well recognized and therefore are not confused with imitators and that of competitors. It also produces different products such as bags, shoes, shirts, toiletries among other products has created a large pool of loyal customers. However, it has some weaknesses such pricing problems despite the high quality, in adequate web booking of its product, retailing problems and inadequate customer care centers (Ahmad, 2013).

Tone

The environment within which the advertisement will be presented will be both professional and fantastical. On a professional level, professional sports persons use Adidas products in their different lines of sporting activities. However, for the case of those using the products for the fun bit of it such as children, the advertisement will be done in a fantastical way to impress this particular target audience.

The One Thing

The advertisement will be presented during sport news. During this time, the footwear will be presented and the customers and prospective customers reminded of “The One Thing”. The One Thing is that Adidas products are of high quality and offered at affordable prices at all distribution stores worldwide.

References

Ahmad, M. (2013). Marketing Case Studies and Swot Analysis: Swot Analysis Applied to Marketing Case Studies. Saarbrücken: LAP LAMBERT Academic Publishing.
Pinson, L., & Jinnett, J. (1993). Target marketing for the small business: Researching, reaching, and retaining your target market. Dover, N.H: Upstart Pub. Co.
Randazzo, G. W. (2014). Developing successful marketing strategies.