PROGRAM TITLE: BTEC BUSINESS

UNIT TITLE: MARKETING ESSENTIALS

ASSIGNMENT NUMBER: 1

ASSIGNMENT NAME: 1

SUBMISSION DATE: 26/11/2020

DATE RECEIVED: …………………………………………….

TUTORIAL LECTURER: Ms. PHAM HUONG THUY

WORD COUNT: 8,472

STUDENT NAME: NGUYEN MINH NGOC

STUDENT ID: BKC 1935

MOBILE NUMBER: 0394033049

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 Table of Contents
I. Executive Summary ...................................................................................................4

II. Current Marketing Situation .........................................................................................5

1. A Market description ....................................................................................................5
2. A Product review ...........................................................................................................7
3. A review of competition ...............................................................................................8
4. A Review of distribution ...............................................................................................9

III. Objectives and Issues .................................................................................................10

IV. Marketing Strategy (7Ps) ..........................................................................................10

V. Action Programs ........................................................................................................14

VI. Budgets ........................................................................................................................15
VII. Control and Evaluation .............................................................................................16

1. Control .........................................................................................................................16
2. Evaluation ....................................................................................................................17

VIII. Conclusion ..................................................................................................................18

IX. REFERENCE LIST ..................................................................................................19
I.Executive Summary

Marketing is a crucial tool in modern business organizations; it involves understanding the

marketplace, demands of consumers, building profitable relations, customer-driven market
strategy, and provides quality among the customers. Business organizations have realized the
importance of customer relationships and they are trying to get an innovative approach towards
marketing strategy in business. The awareness regarding marketing essentials is too high in the
current market scenario around the world. This assignment is based on a mini case study that
depicts a business organization named Adidas.

Adidas is a multinational corporation from Germany was established in 1949, by Adolf Dassler,
specializing in the production of footwear, clothing and accessories. The main products of
Adidas brand include shoes, clothes, hats, socks, sports bags, etc. The advantage of Adidas brand
products is that they are always made from the best materials, designed with quite a billion
meticulousness, carefulness and sophistication are shown in each seam to bring users a sense of
comfort and comfort.

The Group's headquarters are in Herzogenaurach, Germany, and many other business locations
around the world. Employing over 57,016 people worldwide, the Adidas Group consists of
around 170 subsidiaries including Reebok, Taylor Made-Adidas Golf, Rockport, and CCM-
Hockey. Today, Adidas becomes the second largest corporation specializing in the production of
fashion and sports fashion items in the world. Its products are currently available in 160
countries and annually market more than 660 million products to serve the needs of users.

This report focuses on the essentials of developing a detailed and coherent marketing plan during
the COVID-19 pandemic of Adidas in the Asian market in particular Vietnam. It will cover 6
key components. The first part will discuss the current marketing situation of the company in
Vietnam. The second part will identify the goals and issues of the marketing plan for the product.
Next, a marketing strategy will be set out to achieve the goal of increasing sales and having a
sustainable competitive advantage. It is followed by an action program and a budget to improve
financial performance for the target product. The last part of the report will highlight key control
and evaluate performance.
 The goal of this marketing plan is to increase revenue from the Adidas Ultra Boost product line,
specifically the Ultra Boost 20 shoe, thereby expanding market share in Vietnam. The time to
implement the plan is from January 3, 2021, to February 2, 2021.

The marketing strategy will be determined based on market analysis, competitors, distribution
system to come up with appropriate policies. This strategy will then apply the Marketing Mix
model and combine it with marketing tools like sales promotion and public relations to grow and
drive sales.

II.Current Marketing Situation

1. A Market description

a. Market major segments

Adidas is one of the world's largest manufacturers of sportswear. Adidas is segmented based on
demographics; psychology and behavior. This is considered a smart marketing strategy.

The Adidas Group has four brands in its strong portfolio - Reebok, Adidas, Rockport & Taylor
that are targeted to different segment customers. Adidas uses a differentiated targeting strategy to
target adults, children especially the target customers who care about and have a healthy lifestyle.
Adidas understands that adults as well as children have a passion for fitness and sport. Although
the brand targets customers between the ages of 13-40 but most of the customers are from 15-30
years old. They are usually people from the middle and upper-middle class.

b. Factors in marketing environment that affect customer purchasing

Social Factors affect Adidas: Health conscious shoppers

People are becoming more and more conscious of health. It means they want to tackle their
health problems and live an active lifestyle. For this purpose, Adidas has changed the design of
its products revamping the Ultra Boost 19 shoes into a new model called Ultra Boost 20 - the
perfect running shoe. Not just a normal running shoe, it has been renewed with many different
models. UB 20 have a youthful design, a variety of trendy designs can even be combined with
skirts to create a more dynamic and stylish feel. Give consumers a feeling of new, want to buy
and experience more with Adidas products.
They also offer volunteer programs and support communities in order to foster the health of
individuals. Adidas also supports the Olympics, which allows them to leverage marketing
opportunities and catch the eye of new audiences around the world.

Technological Factors affect: Smart sportswear opportunities

In order to survive in a competitive market and maintain a dominant position, it is important that
every sports brand adapts to the new innovative technologies in the market. Adidas uses natural
alternative materials and tests its products under different conditions. They are trying to optimize
UB 20 shoe performance for coaches and professionals in the sports industry. Bring athletic
confidence and use Adidas products.

They support online sales through their website and with social media. Now, they’re studying the
smart sportswear industry. Technologies like Fitbit are fairly ubiquitous in the medical
community. Adidas can use these technological advances to drill down into new industries and
develop an edge over the competition. In addition, customers will also have many purchase
channels that are easier to search for brands.

Legal Factors affect Adidas: Patents and more patents

Adidas has ownership of intellectual properties and IP systems. They also have design patents,
defending their right against copiers and infringement. The patents also serve as legal protection
to end counterfeit businesses. It can be seen that in Vietnam there is a relatively large increase in
counterfeit products, causing consumers who do not know the brand to buy fake goods. This can
reduce the company's current market share and reduce profits. Therefore, the company needs to
manage more closely, protect the reputation of its brand. Help customers to buy genuine products
in accordance with the Adidas brand standards.

Environmental Factors affect Adidas

Adidas supplies natural ingredients in its products. They aim to protect and reduce environmental
impact. They follow ethical business practices by committing to sourcing regulations in every
country where their products are manufactured. The latest recently launched Ultra Boost shoe is
made of cutting edge technology and environmentally friendly materials. This will make a good
impression on customers who care about the environment and are likely to notice and use Adidas
products to increase sales for the company.

2. A Product review

Adidas is one of the most popular sports fashion brands in the world, so the brand's awareness
among consumers in Vietnam is also quite high. In today's life, consumers are increasingly
concerned with health and sports and among the shoes that are in the spotlight, the Ultra Boost
20 is the perfect shoe for running and athletic activity. Ultra Boost 20 shoes have features and
features that go beyond the other Adidas shoes. Adidas sent the product to the ISS National
Laboratory for testing. The purpose of this is to examine the microgravity of Boost technology
and find more potential for this sneaker. Primeknit fabric for breathable, comfortable comfort
enhanced by Primeknit + weaves a large piece, with delicate seams in every detail, with no 360-
degree surround around the shoe body. However, the difference in Ultra Boost 20 compared to
many previous products of Adidas is the application of TP - Tailored Fiber Location technology.
The precisely knit fabrics come from millimeters, which not only ensures ventilation but also
provides an optimal fit. The inner lining is a hard case that stabilizes the shoe form; the exterior
remains the same as the 2019 Ultra Boots with a 3D printed case. The boost & upper base in
some versions have an "iridescent" performance - changing colors when there is light. Ultra
Boost 20 has excellent support, high durability. It can be used for about 1-2 years without any
damage or deformation. The design is simple, light but no less luxurious.

However, this shoe still has a few flaws. About the weight, the Adidas Ultra Boost 20 comes on
the heavy side and is even a bit heavier than the UB19. Avid runners complain that it is mostly
felt on faster and longer runs. Also, it is not for fast runs. As stated by most experts, the shoe
lacks responsiveness and feels clunky when they try to speed up.

It can be seen that the Adidas Ultra Boost 20 belongs to a low growth industry with a high
market share and a competitive position. When it was launched in Vietnam, UB 20 may have
attracted a small number of customers with stable economic needs, passionate about sports
fashion, etc. However, this shoe model has not yet been widely popular with consumers because
it makes many customers wonder whether it is necessary to own a new shoe with prices starting
from $ 200 or not. Therefore, the sales volume when selling is still low without outstanding. In
addition, Adidas's marketing department in the Vietnamese market has not done its job well. Still
monotonous marketing plans nothing new. Advertising on social networks is not outstanding,
making it easy for businesses to lose a large number of customers to competitors, especially Nike
with effective marketing skills.

3. A review of competition

TT Adidas Nike
Marketing strategy - Targeted segment strategy - Using a value-based pricing
- Adidas price strategy: Adidas strategy
uses skimpy and competitive - Promotion strategy of Adidas
pricing tactics. • Advertising through media and
- Promotion strategy of Adidas media: online channels and offline
• Advertising through media and • Sales promotions, event
media: online channels and organization
offline • Personal selling
• Sales promotions, event • Direct marketing
organization • Public relations
• Personal selling - The strategy of creating
• Direct marketing inspirational ads
• Public relations - Emotional branding Strategy
- Celebrity endorsement strategy - Celebrity endorsement strategy
Market position Ranked No. 2 in the sportswear The leader in the sportswear market
market
Distribution Distributed through retail stores, Distributed through retail stores, has
has its own store and online its own store and online distribution
distribution mode. The largest mode. The largest distributor of Nike
distributors of Adidas currently currently is ACFC.
include Phoenix, Sport Vision, and
Hung Viet Hiep.
Pricing Average high priced products, very Slightly more expensive items than
 reasonable and competitive. Shoes Adidas. Shoes ($22-$400). With
($50 -$200) limited editions or unique colors that
is might be to ($750-$1000)
Product quality Durable, good, sure to adapt in all Durable, good, solid, light and
environmental conditions, imported tough, good material and has a high
from good sources in countries, bearing capacity.
easy to clean, good bearing.

4. A Review of distribution

Adidas is growing rapidly and strongly in the Vietnamese market. Only after two years of
official operation, Adidas opened a total of 50 stores in major cities, stretching from north to
south. Adidas currently has about 80,000 employees in Vietnam. Currently, Adidas Vietnam has
no less than 10 NPP houses from large to small scale. Adidas Vietnam officially operates and
works closely with Distributors. The largest distributors of Adidas currently include: Phoenix,
Sport Vision, and Hung Viet Hiep.

Adidas products are distributed through retail stores. Adidas has its own exclusive stores in
which the material is supplied directly from the company. On the other hand, many multi-brand
showrooms will also display Adidas apparel and shoes. These multi-brand showrooms get their
products from one distributor. (Nguyen Kim Khang, 2020)

The third and final method of distribution is online. Adidas products will be sold online through
fashion stores as well as the Adidas online website. Thus, Adidas' distribution channel is as
follows: (Nguyen Kim Khang, 2020)

1. Manufacturing> Adidas Store> End Customers

2. Manufacturing> Distributor> Showroom of many brands

3. Manufacturing> Online fashion website / Adidas website> End customer

Because of its excellent brand equity, the Adidas brand's operating margin keeps the distribution
channel running. A strong distribution channel will naturally help the company's promotional
 activities. However, Adidas Vietnam has not fully exploited the potential of each distribution
channel to operate and develop further. (Nguyen Kim Khang, 2020)

III. Objectives and Issues:

In the Vietnamese market, two sports fashion brands Nike and Adidas compete for each
percentage of the market share, on revenue, or even percent on the Brand Equity Index. However,
compared to the present, Nike still has higher brand awareness than Adidas and can be
considered the king of the sports fashion industry. Therefore, the risk of Adidas losing market
share in Vietnam is very easy, especially in the market decline due to pandemic COVID-19. The
problem that businesses are facing today is how to maintain and develop the existing market
share, repel the risk of competition, and bring the company to a new level. Solving the problem
on Adidas requires planning the most effective and necessary marketing for the company at this
time. The goals of this marketing plan are to boost sales, increase sales of the Ultra Boost 20
shoe, and expand the market share of sportswear in Vietnam by 50% and increase the company's
brand awareness more widely. This marketing strategy will be applied from January 3, 2021 to
January 3, 2022.

IV. Marketing Strategy

1. Product

The "giant" Adidas has released 6 versions of Ultra Boost, respectively 1.0, 2.0, 3.0, 4.0, 5.0
(also known as Ultra Boost 19), and 20 - the latest version is now much more elaborate. Rarely
does a pair of running shoes have a unique combination like the Ultra Boost 20. It cannot be
denied that, through the versions, this sneaker model is even more perfect in design, style and
brings great experiences to users.

In 2021 Adidas will try to improve the shortcomings of the Ultra Boost 20. Improved sole
elasticity reduces the weight of the shoe in order to provide the best comfort for the customer
when using the product.

2. Price
On the Vietnamese market, UB 20 is priced from $ 200, its competitor is Nike Air Vapormax,
which is also from $ 200, and this is a close competition. For new shoe models like the Adidas
Ultra Boost 20, Adidas should adopt a new product pricing strategy. Adidas needs to come up
with pricing strategies for its products which are higher than their competitors. This price point
gives users more incentive to buy their products than Nike, Puma, etc. Because the high price
makes the consumer think that the product will be of better quality and the product will contain
the highest, most advanced technology for which Adidas has an inherent advantage. A higher
price level results in a higher product lifecycle value. Therefore, the Marketing department must
cooperate well with the Customer Service and Research & Development departments to be able
to make high-quality products in proportion to the money that customers have spent. This also
corresponds to the company's strategy: "Constantly new in technology".

On holidays, products will be discounted from 20% to 50% depending on the item attracting
customers to genuine or retail stores of Adidas to have a real experience with the product and
buy them.

3. Promotion

Like the previous products that Adidas launched before, the Ultra Boost 20 product is heavily
invested in marketing and promoting the brand name and product image widely. The UB 20 shoe
model is a new product launched in early 2020 and is a product of a line of products with low
growth but gaining market share and a highly competitive position with competitors. Businesses
will reduce the number of discounts to 3 to 4 times a year. This will make customers feel more
interested in buying Adidas products instead of having too many discounts making consumers no
longer interested in buying the product. Each promotion can offer deep discounts for items such
as 3 pairs of UB 20, 50 off or a discount of buying 1 UB 20 product, discount 20% and get 1 free
with gifts such as T-shirts, hats, etc.

To facilitate sales promotion, Adidas needs to have an effective PR strategy to increase brand
awareness and attention of products for products. Specifically, the marketing strategy that Adidas
will be implementing is to use a 360 branding strategy that covers all aspects of media and
communication. For online channels like Facebook, Instagram, and Youtube the company needs
to make the most of it by updating new products and upcoming promotions to promote the
products. Adidas offline channel should use TV advertising, print newspaper, event sponsorship,
OOH advertising at the best level to reach customers. On the other hand, many multi-brand
showrooms will also display Adidas clothing and shoes.

Besides, businesses will apply the strategy of creating inspirational ads along with the strategy of
using images of famous people. With this tactic, Adidas will increase brand awareness as well as
build product trust with customers higher. Because customers always believe in the products that
the stars they fan is using, or even the statements from the stars.

4. Place

Adidas Vietnam has been offering its products through various distribution channels such as
franchises, mass merchandise, specialty stores, and online retail (its own and e-commerce
platforms. other death).

Currently, Adidas has been very successful in bringing its products to consumers through two
distribution channels offline and online. For Offline channels, Adidas uses dedicated Adidas
resellers and Multi-Brand resellers to distribute their products. For the Online channel, Adidas
uses e-commerce sites such as Shopee, Lazada, Amazon, etc as well as Adidas' online website.
The Adidas website is designed with SEO standards in mind and has sales support tools such as
sales management software; online chat software, multi-channel sales software to meet the
convenience of consumers. This helps the company easily approach and promote product brands
to customers on global networks, and at the same time, receiving feedback and suggestions from
customers is also faster and more efficient. In addition, Adidas will seek and expand a more
diversified and powerful distribution network in Vietnam in order to boost sales, increase
competitiveness, and expand market share.

5. People

Adidas is very concerned about customer satisfaction, especially every time it launches a new
product. Therefore, Adidas Company attaches great importance to the marketing and sales skills
of its employees. Adidas has people who work under its sales team. These people have been
trained in persuasive techniques, but also to show respect to customers considering their
preferences suggesting products that best suit their needs. The people who work in the customer
service department are trained to be respectful of their customers and do their best to solve their
problems. They always listen to customer feedback about the product when trying it out at the
store to record and then synthesize it for the company to be able to improve and upgrade the shoe
model in a better way. Then advise customers on new features, new technology applied to the
UB 20 shoe model to exploit curiosity and make customers want to buy it.

In order for consumers to trust and use Adidas products, the company will let its employees wear
Adidas products that provide customer closeness. In addition, the business will sponsor famous
KOLs such as Son Tung MTP, Chi Pu, or athletes, football players Cong Phuong, Luong Xuan
Truong to increase brand awareness. Not only that, but the company will also donate Ultra Boost
shoes to famous Bloggers and YouTubers who are passionate about sports fashion to experience
the product. And hiring them to review, write good ads for the product, and attract more views,
will also help Adidas gain more customers.

6. Physical Evidences

To increase brand awareness, in front of each main Adidas store will be hung a large banner,
there are mannequin models with various shapes wearing the brand, eye-catching store design to
attract customer attention from news first glance. So they will be more interested in the product
and want to buy it. High-end products or new products such as Ultra Boost 20 will be arranged
and placed in front of the store entrance. Adidas sells its products in distinctive, identifiable
colors on the retail racks provided by the company, with distinctive colors and designs. This
makes it easier for customers to locate such shelves in busy retail stores.

Besides, Adidas has made good use of the media, has a strong social presence, and has a user-
friendly online website that allows customers to view its products under high-quality images
captured from a variety of angles. In addition, the business will partner with a charity whose
mission is close to the direction of the business or running a jogging event for the community.
This is how the brand stands out and becomes part of the community, making Adidas accessible
to consumers.

7. Process
 Adidas understands that adults as well as children have a passion for fitness and sport. The target
of Adidas customers is to be customers aged 13-40, but most of them are 15-30 years old. The
company has always been an innovator whenever it came to designing and providing
comfortable sportswear and sports gear for the specific requirements of players.

In terms of technology, Adidas has improved a lot. In Vietnam, Adidas owns an automatic
production line which is the first modern factory system called Speedfactory. The Speedfactory
is the engine that drives Adidas' innovation and capabilities with faster processes and short lead
times to deliver products to customers with optimal lead-time and customer requirements.

Especially, to maintain the balance of sales during the COVID-19 pandemic, Adidas focused its
activities on online sales distribution channels. Having official online distributors makes the
buying process of customers easier by not going to the official Adidas store, just looking at the
online distributor's catalog and immediately order what they want to buy.

Besides, the staff of the marketing department of the company is also actively involved in
researching market opportunities to understand customer needs through feedback collected at the
store, its helpline, or social media pages. Improvements in technology, marketing, and sales
skills have helped the company to attract attention and bring satisfaction to customers.

V.Action programs

In this section, Adidas plans action on its Ultra Boost 20 product marketing strategy. To boost
sales and increase business market share focus on two strategies: marketing media, promoting
products, and promotion strategy with partial cost prediction. The product marketing program is
expected to end after 1 year (January 3 / 2021- January 3, 2022).

In the first strategy, Adidas applies direct and indirect communication methods.

With direct communication, Adidas will let employees directly introduce products to others as
we often see in fairs, exhibitions, etc. This is called a referral channel. Next is the expert channel
- the form where the expert directly introduces, gives information to a group of customers, then
they will recommend it to friends, relatives, neighbors, etc. This can be seen as the most effective
communication "channel", but the enterprise cannot control it. This campaign will be
 implemented in 2 phases, each lasting for 2 months: phase 1 from January 3 to the end of
February, phase 2 from July 1 to the end of August.

For indirect communication, Adidas will continue to communicate in the form of publications
such as newspapers, leaflets, and display media such as panels, posters, signs, etc. But the
company will focus more on media in the form of advertising: television, internet, radio, and
radio. Specifically, Adidas will simultaneously use the KOL strategy and the strategy of creating
inspirational ads, which can be "Be yourself", meaning You owe it to yourself to become
everything you have ever dreamed of. The business will cooperate with famous people who have
a great influence on consumers in Vietnam such as singer Son Tung MTP, football player Luong
Xuan Truong advertising to bring deeply inspiring messages, Gives an impressive view of these
idols' various skills. Also rent ads to run on the homepage of Facebook, Instagram, YouTube,
TikTok, etc. The campaign is scheduled to run from January 3, 2021, through January 3, 2022.

In addition, Adidas will sponsor charitable programs such as a charity jogging event or
accompany young people with special circumstances in Vietnam and give shoes to the children
expected to perform at the beginning of the month 5.

Next is a promotional campaign with special offers held 3 times a year. Adidas will hold
promotional activities when buying Ultra Boost 20 products with a 20% discount and you will
get an additional T-shirt or hat. The campaign runs on March 1 through 3, September 20 to 24,
and December 28 to 31.

VI.Budgets

Media Projected cost per unit Total

Marketing (direct communication) 200.000.000 VND 400.000.000 VND
Marketing Banner, poster, newspaper, 100.000.000 VND 100.000.000 VND
(indirect magazine
communication) Digital Facebook 100.000.000 VND 100.000.000 VND
marketing Instagram 100.000.000 VND 100.000.000 VND
YouTube 100.000.000 VND 100.000.000 VND
TikTok 100.000.000 VND 100.000.000 VND
 Public Charity activities 80.000.000 VND 80.000.000 VND
relations Sponsorships 60.000.000 VND 60.000.000 VND
KOLs 100.000.000 VND 100.000.000 VND
Promotion 100.000.000 VND 300.000.000 VND
Total 1.440.000.000 VND

VII.Control and Evaluation

1. Control

Marketing control is an indispensable step in the marketing process, helping marketing activities
to meet the set objectives: increasing sales, branding, to control and evaluate after the project is
completed effectively or No, check revenue and expenditure sources and compare on. Here are
some of the company's missions:

Profitability control (rate of return):

Administrators need to evaluate the profitability of products, market areas, customer groups,
distribution channels, and order volumes. This information will help determine which products
and marketing activities need to be expanded, reduced, or eliminated.

Effective control:

Through the analysis of the above profitability, when realizing the weak revenue, the managers
must find ways to conduct more effectively. Therefore, they need to analyze the effectiveness of
advertising, promotion, distribution, and sales activities to make timely adjustments.

Strategy control:

Marketing is an area where goals, policies, strategies, and programs are likely to become
obsolete quickly. Therefore, Adidas needs to periodically review its strategic directions in the
market. A control strategy to ensure that Adidas’s marketing objectives, strategies, and systems
are adaptive to the environment. Control the implementation of strategic adjustments. Therefore,
enterprises must reconsider their general approach to marketing their products from time to time.
2. Evaluation based on

To see if the marketing strategy a company has and is implementing is delivering the best results,
having an evaluation of the marketing plan can save it money and help ensure the business
success of the company development plan. Here are ways to continually evaluate its success:

Market Reaction

The actions of Adidas competitors are often a barometer to measure the success or failure of a
Marketing Plan. If competitors race to copy what the company has done, the plan is affecting
them, and it should be working. If company campaigns go largely ignored, there may be an issue,
and evaluation should be set in motion.

Also, partner feedback reveals the effectiveness of Adidas' efforts to suppliers and vendors.
These outside members of the team can feel the effects of a successful campaign before it does
because they have more direct interaction with customers. (5 ways to evaluate your Marketing
Plan, 2016)

Customer Response

Customer response in all its varied forms can help the company to determine what type of
reactions their marketing efforts create. Customer service feedback, online engagement, and
click-thru-rate can reveal what your customers think of their efforts and which campaigns or
programs have the greatest impact. (5 ways to evaluate your Marketing Plan, 2016)

Other complementary metrics can serve to measure the effectiveness bases on the tactic or
vehicle used in the plan. Make sure Adidas is promoting in the right vehicle. Choose the media
to suit their selected audience and be as accurate as possible. Online efforts will have more
opportunities to gather results on customer response, with the option to optimize continuously.

Sales Performance

Examining the numbers can be the fastest and primary way to determine whether the company
plan is working. For example, if Adidas' overall sales for the last period totaled $20,000 (without
marketing efforts) and their total sales for this period ended at $30,000, can deduce that
Marketing Plan is having a positive effect.
 Salespeople can be a great barometer for the measurement of marketing effectiveness. Ask for
their feedback to determine whether the efforts are effective. If the feedback is overwhelmingly
negative, or customers are not responding, Adidas will revise the plan and better address the
sales force needs to assure growth. (5 ways to evaluate your Marketing Plan, 2016)

Also, it is necessary to check sales conversion rates. The marketing department will look at the
company's historical records and determine whether the conversion rate from leads to customers
has improved. Efficient sales conversions are an important part of achieving growth, so
businesses need to ensure success when closing deals, rather than focusing solely on lead
generation. (5 ways to evaluate your Marketing Plan, 2016)

Return-on-Investment

Return-on-Investment (ROI) is the top concern when it comes to marketing expenses. The end
goal is to check whether Adidas marketing investment results in profit. All the other indicators
can help the company evaluate effectiveness, but they must measure the amount spent versus its
benefit to assess efficiency. (5 ways to evaluate your Marketing Plan, 2016) One important
metric to evaluate ROI is to develop a Customer Profitability measure. Calculating Customer
Profitability is a major step in evaluating the ultimate response to not only the Marketing Plan
but the entire operation. Therefore, Adidas will find out that some customers are unprofitable, so
the company will be able to focus on acquiring and servicing the most profitable prospects. (5
ways to evaluate your Marketing Plan, 2016)

VIII.Conclusion

In short, this report is responsible for providing specific marketing strategies for the Ultra Boost
20 product along with the execution time timeline, the overall budget forecast for the marketing
campaign in 2021. The strategic objectives are to increase sales, increase market share, and
identity of UB 20 products as well as the Adidas brand in the Vietnamese market.

By summering above mentioned discussion, it has been concluded that marketing is the most
vital function of the business enterprise as it helps the entity in promoting as well as advertising
Adidas's image in the competitive marketplace. There are different marketing roles and
responsibilities like market share, brand management, promotion, advertisement, product
 development, and so on. By fulfilling these roles marketing management can contribute a lot in
accomplishing business objectives as marketing corporate with all business function for better
organizational growth. Nike Company is the biggest market competitor but with the use of
marketing mix elements in an effective manner, Adidas can increase its customer line as well as
market share. Apart from this, a business enterprise can take the help of a coherent marketing
plan for achieving its marketing objectives in the most effective as well as in a systematic
manner.

IX.References

DuartePino, 5 ways to evaluate your Marketing Plan, DuartePino, viewed in 28 December 2020.
<http://www.duartepino.com/blog/5-ways-to-evaluate-your-marketing-plan>

Nguyen Kim Khang, MARKETING STRATEGY OF ADIDAS - THE WORLD'S LEADING

SPORTS SHOES BRAND, HBR.edu, viewed in 28 December 2020.

<https://hbr.edu.vn/marketing/chien-luoc-marketing-cua-adidas-thuong-hieu-giay-the-thao-hang-
dau-the-gioi.html>