The Adidas Company - Buzz Marketing - Assignment Example

Running header: Adidas brand Client inserts his/her name Tutor’s name Name of institution Course title Date of submission Define 'attention' from the perspective of consumer behavior theory. Can you provide two examples of how marketing communication is used by your brand to promote 'learning' as defined by the theory? Attention entails the processing of the information received by the consumers when they are exposed to particular stimuli. It is thus the level of capacity of the consumers to regard the stimuli that they receive through various senses. According to Market Watch (2012), there are three levels of attention such as voluntary attention where the consumers direct their attention to a kind of stimuli that serves personal relevance or interest, involuntary attention where consumers get information unexpectedly and selective attention where consumers selectively pay much emphasis on particular relevant information. The Addidas Company employs various marketing communication strategies that influence consumers’ learning about the brands. In regards to the consumer behavior theory, marketers take much of the time to grab the consumer’s attention. The theory of perception determines how much people buy a company’s brand name. Addidas brand marketers understand the ever changing perception of consumers and thus strives towards triggering the chances of driving the mass consumers to their brand. For instance, the exclusivity of the kind of shoes they offer has granted them more sales due to higher market attention. Many consumers perceive that the shoe won’t be long in the market and thus desire to obtain it immediately it is placed in the market. Therefore, the perception theory asserts that by understanding the consumer’s perception of a particular brand, it is easy to manipulate their decisions in regards to buying the products. (http://www.adidas-group.com/en/sustainability/contact/default.aspx ) Through the theory of exposure, consumers gain a lot of knowledge regarding the Addidas Company. For instance, the company sponsors various sport activities especially athletics and football in which many people are fans. For instance, Adidas sponsors events such as the London Marathon and Adidas Sundown Marathon in Singapore. In this manner, both the sports companies as well as the fans get exposed to the company’s shoe brands severally before making a decision to buy the products. Nevertheless, in the recent past the company has been made the official athletic sponsor and licensed product supplier for the football league and also to work together to expand the developmental league for MLS. This has given many people an opportunity to learn more about the brands and thus invoking their buying decisions. ( Robischon, 2010) Besides, the consumer behavior social status theory defines the connotations made to the Addidas Company. People learn about the company as a high profile designer thus has created consumer loyalty. For instance, Adidas is the attire partner of the Collingwood Football Club and the Essen don Football Club in the Australian Football League which is very famous. Since the company is associated with people of high social classes who are considered as the privileged segments, many people derive satisfaction and a sense of power by using the brand. Learning takes place through the advertisement of the brand that is featured in various games. Nevertheless, the company offers other products that go hand in hand with the major brands. This focuses on fashion and lifestyle and thus appealing more to people with astute tastes and access to adequate finances. ( Robischon, 2010) Define buzz marketing. Offer an explanation, with example/s, of how your brand has used buzz marketing as a marketing communication tactic. Why do you think your brand has chosen this particular tactic? Buzz marketing entails getting trend- setters that are placed within the market with the aim of rousing up the attention of the consumers towards a new brand. For instance, the key strategic priorities for Adidas is using football as a pace setter since it is the most popular sport worldwide. The company generates a buzz around its brand by focusing its market strategy which entails an integrated marketing campaign. The buzz idea is targeted 15 to 24 year old youths through the use of top comedians such as Omar and Fred. (http://www.cbc.ca/marketplace/pre-2007/files/money/buzzmarketing/) The website used by Adidas is very significant in capturing the attention of particular fans. Some consumers are attained through the application of word of mouth which leads to direct sales of goods. Adidas Company already has a large market base and thus the buzz marketing strategy is meant to go an extra mile by creating a huge market campaign as indicated in the Markets Watch (2012). The main communication strategy involves employing great personalities for instance, a great basketball player, such that when people look at the shoes he is wearing, they may get some influence that may determine their buying of the product. The trendsetter is thus someone very unique who is turned into a walking advertisement by the Adidas Company. The product on the single person turns the whole situation into a buzz. (Borowski, 2011). According to Borowski (2011), Adidas brand has used buzz marketing as a marketing communication tactic since it is very powerful and provides a platform for creating great networks of friends and that of family. Since it is a word of mouth used strategically, it is dominant and thus can change the perception of a targeted group of consumers cheaply. The Adidas Company has successfully applied the method since it very cheap and allows for multifarious categories of products in an attempt to create a buzz around everything from footwear and mints to gins and perfumes. Moreover, the company prefers the method since it does not interfere much with the consumers since one only gets the communicated information if he or she is interested in the brand. (http://www.cbc.ca/marketplace/pre-2007/files/money/buzzmarketing/) The buzz strategy is appropriate since the Adidas brand has been able to command a large consumer base. In the countries where it is established, consumers pass messages of advertisement to one another in regards to the products. Moreover, the method enables the marketer to create a mind share within the consumers by focusing on credibility and visibility through numerous partnerships and icons. This is a very important tool which determines market share growth through awareness and learning. (Borowski, 2011). Some outdoor ambassadors such as Thomas and Alexander have created a buzz for Adidas products. Many best climbers and top athletes use the company’s products over and over again indicating that Adidas has acquired customer loyalty by maintaining the image of its products within the market and by employing good communication tactics. Through buzz marketing, the company has been able to establish an everlasting conception of novelty and the creation of buzz around the brands that have existed in the market for a long time. It has thus gained the potential for expansion to broader market segments over time. (Klein, 2007) Define and explain the 'survey' as a market research method. Offer an example of your brand's use of a survey and, via analysis of select questions in this survey, describe what kind of information you believe your brand is looking for amongst its target. In reference to Kinnear & Root (1988), a survey research method entails using certain data collection tools to gather information about the targeted groups of consumers. In market research, information is obtained from participants who self report for the particular study. Therefore, it is meant to collect factual information about the individuals who are selected for the study. It may also involve collecting the survey takers opinions in regards to the targeted consumers or the company’s company. This market research strategy is very significant in a business that wishes to advance in its operations since it is easy to determine which products or services are most important to the consumers as well as which characteristics best satisfy the consumers’ needs. Klein (2007) argues that Adidas Company uses the information obtained through the survey research to identify and understand marketing opportunities for its products as well as the problems and challenges that come with such opportunities. It is easy thus to monitor the performance of their products in the market and also evaluate their market actions whether they are the best and identify areas where improvement of the marketing process is required. The company has been able to refine and generate new strategies that enable it to maintain a larger market share over the competitors. Adidas’ survey research results indicates that the target customers of their brands are those who are athletes, football players, active in any kind of sport and fans who are inspired by sport and thus love it. The products Adidas offers include those categories related to football, basketball, athletics and training. Generally, outdoor games are considered. Innovation is the main aim surrounding all Adidas sport performance products. The company has been able to plan strategically and make tactical decisions in the process of identifying and attempting to satisfy consumer needs. (http://www.adidas.com/com/) According to Borowski (2011), the manager is very much involved in sports marketing through survey sport research. This has seen the company through ever growing entrepreneur sports marketing. It has turned out to be the world’s largest specialist sport and sponsorship research consultancy which greatly determines its market strategy to reach the most important proportion of consumers. By inquiring about the age of target consumers, the company gets to identify the age group that forms majority of the consumers. The brand seeks to know the most valued characteristic of the brand by the target consumers. Survey research thus leads to market selection, market segmentation, planning and controlling as well as implementing market programs. (Borowski, 2011). In carrying out survey research, the aim of the Adidas is to become a leading sports brand supplier in the world. For numerous years, the company has been able to gain a broad and inimitable product collection extending from clothing and footwear for professional players in various games. The research has been helpful in analyzing consumers’ needs; exploit various market opportunities from numerous marketing perspectives. This reduces marketing risks that may arise due to a single marketing strategy. The Adidas Company is loyal to product innovation and advancement and its heritage that is very rich makes it unique from competitors by establishing a strong foundation for prospective augmentation. (Kinnear & Root, 1988) References Borowski, A (2011). Adidas Marketing Strategy- an Overview. GRIN Verlag Kinnear, T. & Root, A. (1988) Survey of Marketing Research, Chicago: American Marketing Association Klein, A. (2007) Strategic Financial Management- Analyzed Company: Adidas AG. GRIN Verlag Robischon, R. (2010) Adidas miCoach Pacer Review: Interactive Fitness for Casual Marathoners http://www.fastcompany.com/article/adidas-micoach-pacer-review-interactive-fitness-casual-marathoners Markets Watch 2012 in the News Adidas Ag retrieved on 21 April 2012 from http://articles.marketwatch.com/keyword/adidas-ag/featured/5 http://www.adidas.com/com/ http://www.adidas-group.com/en/sustainability/contact/default.aspx http://www.cbc.ca/marketplace/pre-2007/files/money/buzzmarketing/ Read More