Impossible Is Nothing Campaign vs the Forever Sports Campaign - Essay Example

Ad Comparison Name of the Class Professor Name of the School City and State Where it is Located Date Contents Contents 2 Introduction 4 Segmentation 4 Perception 6 Consumer buying process 8 Marketing mix 9 Products 9 Price 9 Promotion 10 Place 10 Motivation 10 Conclusion and recommendations 12 References 13 Executive Summary The main aim of the report was to critically analyses and assesses two ads and the chosen company in this case is Adidas and all this is aimed at offering an insight into the various areas in which an advertising message of an advert can be analyzed. The chosen advert for the report is the Impossible is nothing campaign and the Forever sports campaign. An interesting analysis will be provided regarding the parallels and differences between these ads, in which segmentation, perception, the consumer buying process, marketing mix and motivation will be addressed. In addition, the report will provide a proposal ad of how Adidas could continue their advertising strategy in order to target their audience. Introduction The two adverts that have been chosen for this report are from Adidas and they are the forever sports campaign and the impossible is nothing campaign. These two companies mainly major on sports attire that is the shoes and other sport attires such as the shirts and shorts. Adidas is a German multinational corporation that major on the design and manufacturing of clothing, shoes and other accessories and the company has its headquartered in Herzogenaurach. In comparison to other companies in the same field it is termed as the largest sportswear manufacturer in the European market and also as the second biggest in the globe (Brandit & Hippin 2008). Adidas has being a major player on the industry over a long period of time but like any other company they need to engage their customers on a timely basis for them to retain and attract new ones over time. Based on these, Adidas can be said to have a long history in term of their marketing activities and they have engage in a number of marketing campaigns over the years but the one that will be used in this case are in forever sports campaign and the impossible is nothing campaign and these selection is made since the two ads seems to be have occurred consecutively each after the other (Nowwhat 2011). To support the information and data in the report the report will make use of a number of the applicable buyer behaviors theories. Additionally there will be some remarks on the branding efforts and other sustainable recommendations that can be used. Segmentation Adidas introduced the forever sport campaign and the campaign mainly took place in a lovely new magazine that it interacts with the consumers as the consumer flips the pages of the magazine. It is crucial to note that there have by a great number of creative digital campaigns which are taking place in the modern day and the advert have made use of a lot of creativity and more so in a traditional print advert. The image below is a good example of the advert used by Adidas Through the campaign Impossible is Nothing campaign, Adidas aimed at positioning itself as inspirational sport attire and the most preferable athletic footwear company. So as to translate the desire in a meaningful and distinct proposition the company charged with the duty of executing the campaign which was 180 and TBWA (global advert agencies) worked closely with twenty two sport icons and they did so by sharing the icons journey to success over the years. The main idea therefore was to enlighten other on the impediments and barriers that the icons face and how they overcome them to be where they are today. Through the sharing of the various pivotal messages, the icons inspire others on dealing with the various challenges that they face along the way. Through the stories Adidas remind all individuals that their impossibilities can also come true. The message also seemed to be universal in nature in that all people irrespective of their race, age and social status faces a number of challenges. The campaign also emphasizes on the fact that even through ones effort though it may not in any way result to fame and riches they need to be persistent. Below are some of the images used for the campaign Perception The main reason as to why I made use of the axis relating to quality and value is that Adidas as an attire brand can be categorized as an expensive brand and it has a very high products and more so when it is compared to its close competitors in the industry. The axis is also highly applicable and important in the case of Adidas in that, over the years Adidas has created a strong brand image in certain countries and in the mind of the consumers, but at the same time they excludes or limits their consumers from considering others aspect such as price when making their purchases (Schiffman&Kanuk, 2010). When customers of Adidas brand organize, selects and also interprets the condition upon which they base their purchases the acts takes place and they depends highly on the individual values, needs and their previous experiences with the brand Blythe, 2013). It is also crucial to note that in instances when customers had bad experiences with a brand they are not likely to purchase the brand in the near future. Based on the notion that Adidas have being establishing a good brand image the aspects are more likely to be positive and this in a way supports the placements that have been made in the perception map (Schiffman&Kanuk, 2010). The two ads present an offer to the consumers despite the company having a good brand image. A great level of attention is created from the adverts and this is in way make people to feel connected to the brand. A similar case is evident and more so in regard to the prompts and this is clearly depicted in the visuals used in the two adverts. The two ads have a lot of sophistication and they can also be categorized as state of art adverts and this makes them highly recognizable and eye catching. Additionally, it is crucial to note that the two adverts are directed to individuals and they show what one can achieve. It is also important to note that the two adverts also have emotional aspects. By making use of the two adverts it can be seen that the company was aimed at improving and increasing their brand awareness through the sophisticated adverts. By the use of the two adverts, Adidas was consistent in reminding their customers of their brand and this created a resonation message in the mind of the consumers. Consumer buying process A great number of retailers mainly assume that the consumer buying is just random and that certain items will automatically appeal to the customers and that the purchase will happen or not (Foxall 2005). Adidas can be associated to the Tri-component Attitude Model. The model is shown the in next page, the model entails three major components and this includes affect, cognition and conation and in other it is usually described as the “think-feel-do” model. The affect stands for the “feel” and more so when it comes to the purchasing of the product, cognition stands for the “think” and conation stands for “do” (Blythe, 2013). Based on the fact that Adidas can be placed in the right top corner on the perception map it can also be categorized as being a luxury brand within grocery retail. Therefore, it is more likely that the purchasing of the attires will differ in a way from the purchases of other clothes which are readily available in the stores and this in a way corresponds to the “do-feel-think” order as an alternative to the think-feel-do order which is the normal process of purchasing groceries. The reason as to why the conation process applies in the case of Adidas is based on the fact that a great number of customers are committed to the brand. Based on these, customers have an option of evaluating and choosing among the various alternatives available in the industry. The close competitors of Adidas are far behind on the map and more so when it comes to value and quality. Thus, a great number of consumers usually decide to make use of products of Adidas. Marketing mix In regard to the marketing mix, there are 7’ps that are considered but not all of them seem to be relevant for Adidas but only four of them, can b applied in this case and this includes product, price, promotion and place. Products Adidas have four major subsidiaries. Adidas have a number of products and of all the products they have the major product of the company is their footwear. The footwear comes in various styles and design and it is robust and athletic. In addition to their primary product Adidas have other accessories and apparel such as sweatshirts, jackets, t-shorts and shorts and all their products seems to be in high demand. The main aim of Adidas is that it aims at offering their consumers with best footwear products with a combination of design and technology. It is crucial to note that the products cannot be classified as need based but the products are usually bought so as to satisfy the desires as well as wants of the consumers. In addition, the apparel is well suited and offers comfort to people when engaging in heavy activity. The youngsters also make use of the apparel as style statements. Price Due to their design, style and promotions Adidas makes of skimming pricing and competitive pricing. The main reason as to why they use skimming is due to their brand equity. The main target audience is the upper middle class and also the high end users. Promotion Adidas makes use a number of marketing vehicles so as to make their products well known to their target audience with the most common ones being the products placements and the television adverts. This is clearly evident in the two ads in that the adverts are very creative and they are also filled with energy. These adverts have attracted a great number of customers towards purchasing products from Adidas and they do so by sending the right and most appropriate message to the customers. The two tagline of adverts that is the ‘impossible is nothing’ and the ‘forever sports’ sent powerful messages to the consumers of the brand and it also resonated well in the mind of the consumers. Place Adidas makes use of a number of retail outlets to sell their products. In addition to the retail stores Adidas also have their own exclusive stores and materials in the stores are provided directly by the company. These products are also displayed on brand showrooms and they also distribute their products thorough online means. Motivation There are a number of motivation models but the ones that will be applied in this case is the Maslow’s Hierarchy of needs. The figure below shows a diagram of the Maslow’s Hierarchy of needs The model plays a crucial role in that is shows how the various products are used by the consumers to fulfill their needs in the most effective manner. Based on the model Adidas seems to fit well in the esteem level. The level of esteem in Maslow’s hierarchy of needs can be described through the image that the store creates both through exclusiveness and through the traditional value and quality. In respect to these, the various personalities that were used play a crucial role in that they build an association between the customers and Adidas. Adidas also made use of the endorsement they got from a number of professional athletes and other sports stars. In respect to these, it can be noted that the celebrities in their own rights were very essential to the campaign. Through their association with the brand it served as being a great testimony to the unmatched quality of the apparel and footwear range of Adidas. Conclusion and recommendations After a careful and thoughtful analysis of the two campaigns the two campaigns can be said to be successful in their own way. Both of the ads aimed at increasing the awareness of the brand in the respective markets so as to increase the sales. To add on to the already existing messages, Adidas needs to come up with other slogans and adverting campaigns to further increase their awareness and this needs to be done in areas where Adidas have a smaller customer base. When making selection of the next campaign they need to adopt great consideration should be made to ensure that it is at par with the campaigns that have been undertaken by the company. This will ensure that the customers continue to be enticed and connected to the brand. References Blythe, J 2013, Consumer Behavior, Sage Publications, London. Brandit, N & Hippin, A Jan 16 2008, ‘Adidas, Deutsche Telekom, Infineon: German Equity Preview’, Bloomberg News, viewed 12 December 2016, https://web.archive.org/web/20121106120858/http://www.bloomberg.com/apps/news?pid=newsarchive&sid=ah3ZhaeNWMdM&refer=germany Foxall, G 2005, Understanding Consumer Choice USA, Palgrave Macmillan, London. Nowwhat 2011, Adidas Forever Sport, viewed 12 December 2016, http://www.nowwhat.hk/adidas-forever-sport-video-clip.php Schiffman, L & Kanuk, L 2010, Consumer Behavior, Pearson, London. Read More