Free

The Marketing Mix Promotion Strategies - Case Study Example

Comments (0) Cite this document
Summary
Adidas is a company stemming from Germany and has been a forerunner in the athletics and footwear industry for quite a while (pun not intended). Taking the rung of the ladder, just behind the giant Reebok, it has continuously taken steps to match its rival and on occasions even out do the standards and impressions set up by Nike…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.1% of users find it useful
The Marketing Mix Promotion Strategies
Read TextPreview

Extract of sample "The Marketing Mix Promotion Strategies"

Full topic and Section # of Promotional Strategies Adidas is a company stemmingfrom Germany and has been a forerunner in the athletics and footwear industry for quite a while (pun not intended). Taking the rung of the ladder, just behind the giant Reebok, it has continuously taken steps to match its rival and on occasions even out do the standards and impressions set up by Nike. Adidas has been trying hard to sustain its image and brand equity by launching a series of successful promotional campaigns that have helped them expand their business locally and abroad.
The business expansion for Adidas came in a giant leap when they acquired Reebok International in 2006. This strategic plan saturated the market making it more difficult for newer entrants to gain a step hold in the huge market. This move was also aimed at rivaling the sporting wears giant Nike. The acquisition was done in order to make the company more viable for consumers where they can create a synergy between both the companies so that they can challenge the rival. However, the acquisition led to mixed responses from the consumers resulting in a share value decline as well.
Just before the Olympics fever gained momentum, Adidas took the initiative to launch another promotional campaign where they have highlighted their products and the ambassadors. This massive promotional campaign was launched in Europe and one could see huge structures of either Adidas shoes being loaded on a truck, or football players standing in a circle. All these initiatives were highlighting the presence of the brand in the forefront of such a major even in sporting history, whereby players are supporting their attire etc.
The combination of the two big brands present in the shoe industry can termed to be a positive sign for the company. They can combine their efforts; match their strengths together in order to create a new level of a brand. However, there are threats of brand cannibalization which led to the main slump in prices when the merger news was spread around. Both the companies are positioned at different levels in the minds of customers. However, Nike beats them on many accounts and it is upon the company to realize their differences and backdrops with the help of the synergy created and highlight their strength more in order to flourish in the market.
The recent campaign that was launched was covered extensively in print and television media. In this campaign they are focusing more on their founder Adi Dassler in their campaign shots. With the help of this campaign Adidas should be able to present a brand image to the world. Since their penetration is high with around 80 subsidiaries around the world, they can capture the market with the help of reviving their brand as being a perfect alternative to Nike till they can bank on something new and innovative to challenge their traditional rival. Their efforts from the current marketing campaign were sure to create hype amongst the customers at hand; however, much is needed to be done in the product quality and product image department in order to match with Nike. By banking on their acquisition, they have a chance to provide their audience the right mix of promises to create the brand Nike already has. The post-acquisition strategy can make or break them; as long as their strategy entails around being complementary to each other, they can achieve great heights.

References
The inspiration room. (2008) Adidas Impossible is Nothing for Beijing Olympics. Retrieved August 27, 2008, from the website http://theinspirationroom.com/daily/2008/adidas-impossible-is-nothing-for-beijing-olympics/
Livemint.com (2007). Adidas China rolls its mega campaign on Beijing Olympics. Retrieved August 27, 2008, from the website http://www.livemint.com/2007/12/07111622/Adidas-China-rolls-its-mega-ca.html Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Marketing Mix Promotion Strategies Case Study”, n.d.)
The Marketing Mix Promotion Strategies Case Study. Retrieved from https://studentshare.org/miscellaneous/1527816-the-marketing-mix-promotion-strategies
(The Marketing Mix Promotion Strategies Case Study)
The Marketing Mix Promotion Strategies Case Study. https://studentshare.org/miscellaneous/1527816-the-marketing-mix-promotion-strategies.
“The Marketing Mix Promotion Strategies Case Study”, n.d. https://studentshare.org/miscellaneous/1527816-the-marketing-mix-promotion-strategies.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF The Marketing Mix Promotion Strategies

IT for Business

3 Pages(750 words)Research Paper

Strategic Marketing Promotion Strategies

...and eventually it stagnates and dies out. It is due to this that marketers in all companies aim their marketing strategies to keep their products in the growth stage. Implications of the Product Life Cycle Stages of the Product Life Cycle 1. Products have a limited life 2. The sales of the products pass through different stages , each stage having different challenges, opportunities and problems 3. Profits vary in all these stages 4. Products require different marketing , financial , manufacturing ,purchasing and human resource strategies in each stage of their life Cycle 1. Introduction 2. Growth 3. Maturity 4. And Decline Impact of Internet on...
3 Pages(750 words)Essay

Promotion Strategies

...MDP2. Develop more successful promotions and communications of programmers Bell has been incredibly successful in promoting its touring theatre production, people who responded were fully aware of the production and the response was certainly overwhelming. The respondents aren't aware of many other programs such as the online resources for students. It fails to catch the attention of the people because of its flawed marketing technique. It fails to catch the attention of the respondents because of the limited exposure that it gets and as an inevitable result of which the respondents fail to acknowledge wonderful opportunities. Another important factor which affects the respondent's...
2 Pages(500 words)Case Study

Promotion Strategies

...annual sales total in 2006 was $6,464 million (Elcompanies, 2007). The company recently launched its first online-campaign ad to introduce its newest anti-aging product called Advanced Night Repair Concentrate. The company debut its online strategy after realizing that this is the most emerging trend in the marketing field. In the particular segment the company operates which is personal care products, online sales increased by 60% from 2005 to 2006 with a total of $1.6 billion online sales during 2006 (Plunckett Research). The company incorporated a pull strategy within its electronic advertising campaign of Advanced Night Repair Concentrate. A pull strategy involves...
4 Pages(1000 words)Essay

The Marketing Mix: Promotion Strategies case 4 mkt 501

...aim is to increase the awareness of a new product, increase sales, or if the company wishes to increase the brand awareness and the product differentiation. Here we aim at finding the right marketing mix for Southern Comfort and aim at developing marketing strategies for the company keeping in mind a few of the most essential elements of the business which include, the target markets, product, place and prices. Target Market: The current target market for the company is people between the age of 21 and 29 years. The company can utilize a younger approach to reach out to these groups of people and similar to the style...
3 Pages(750 words)Essay

The Marketing Mix: Promotion

...The Marketing Mix: Coca-Cola Blak The purpose of this paper is to provide a critical analysis of the introduction of the marketing strategy as employed by Coca-Cola for the launch of Coca-Cola Blak in the U.S. Market. The format that this paper will utilize is to first identify a little information about the product in question, then analyze what strategy was employed by the soft drinks giant followed by a discussion of how the promotions strategy could have been improved. Coca-Cola Blak was a coffee flavored soft drink that took essences of coffee and infused that with traditional Coca-Cola. It has been...
2 Pages(500 words)Essay

The Marketing Mix Marketing Communications Analysis (Promotion)

...26th March The Marketing MixMarketing Communications Analysis Promotion Axe deodorant is a major product that is manufactured by Unilever, a British-Dutch multinational company targeting male consumers. Having being launched in 1999, Axe deodorant did not initially emulate adequate promotion strategies. However, in 2005 the Unilever initiated Axe Land campaign that was followed by Axe Voodoo (Virginia Sole-S 11). In order to attract new consumers and retain the loyalty of the existing customers, the company recently launched a promotion campaign referred to as call me campaign. The section below discusses major...
1 Pages(250 words)Assignment

Barriers to marketing communication/marketing mix/promotion mix

...-payment must give coverage to this payment of taxes. Then the company must call a meeting with the board to clarify the matter and ensure such mistake will not happen in future. Last but not the least, Starbucks, UK must ensure such event will not take place in the future. It must work on the crisis management plan to put in practice in case the company faces any such similar situation in the future. The company must keep in mind that once tarnished it takes time, consistency, good work and trust to rebuild the reputation; the quicker the remedy is put in place the sooner the company can recover its reputation. 2. What is promotion mix? How would you differentiate between marketing...
10 Pages(2500 words)Assignment

Promotion Strategies

...Promotion Strategies Introduction The soft drink industry is a dominated by major companies who compete for a large market in the world. They provide beverage drinks that have a large demand in the world. Most particularly, the industry is always dominated by two major soft drink producers which are coca cola and Pepsi. Their dominance and market coverage are determined by their strategic marketing strategies. Each of the companies undertakes a distinct approach in promoting and advancing their customer influence. The industry is always competitive, and the market players must be creative and innovative...
2 Pages(500 words)Research Paper

Marketing Mix Strategies in Indian Market

...Marketing Mix Strategies in Indian Market: Colgate and Surf Table of Contents Introduction 3 2. Marketing Mix Strategies – A General View in India3 3. Market of Colgate and Surf in India – Brief Review 4 3.1. Marketing Strategies of Colgate 4 3.2. Marketing Strategies of Surf 6 4. Positioning Strategies of Colgate and Surf 7 5. Literature Review and Analysis 8 6. Conclusion 10 Reference list 11 1. Introduction Marketing Mix strategies generally refer to the processes used by various companies to create favourable market and market shares in a country (Marketing, 2010). The most commonly used marketing theory is attributed to the study of 4Ps within a market. It includes the price, the product, the place and the promotion... , place...
13 Pages(3250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic The Marketing Mix Promotion Strategies for FREE!

Contact Us