Addidas advertising campaign

Introduction

Adi Dessler lived in Germany in the 1920s and he had passion of establishing and
running an organization in the shoe industry. For more than 8 decades, Adidas
Corporation built a brand name in the world of sports footwear, apparel and
accessories. Adidas brand commands a large market share because of its technology
and innovative design that ensures that the firm maintains a competitive advantage.

Advertising

According to Allen (2008, p. 5), building a brand using advertising incorporates three
concepts that are brand equity that indicates the perception of a brand in the market,
brand awareness and brand association. Brand association relates the customers to the
brand and its effects on customer needs.

Branding helps change the perception and expectations of a target market. Adidas uses
covert advertising where Adidas products are introduced in entertainment or movie
industries with a character wearing Adidas shoes being shown. Celebrities are used to
advertise the product because of their fame, power and influence. For instance, David
Beckman wearing Adidas sportswear while playing football has been used as an
advertising tool by the firm (Allen, 2008).

In brand awareness, adidas uses sponsoring and endorsement. The firm works together
with successful personalities in the sports industry such as Mohammed Ali and David
Beckman as sports ambassadors for Adidas Corporation. The Company has also
collaborated with NBA stars with their merger with the firm being called “Basketball is
Brotherhood.” Six NBA stars were chosen to help children in realizing their dreams by
training them.

In addition to the above strategies, the firm utilizes sponsorship to market its brand
name. For instance, the company helps in sponsoring events and teams worldwide. It
has participated in various events such as the 2008 Beijing Marathon, London Marathon
and it is the official sportswear partner in the 2012 Olympics Games. It also sponsors
teams by providing uniforms to clubs such as Real Madrid and AC Milan.

In today’s changing market, companies are moving from product-based marketing to

customer-oriented approach. Consumers taste and preferences are the focal point in
marketing. Adidas is geared towards producing products that are tailor made with many
benefits such as shoes that fit well, durable and strong.

Direct marketing

In today’s changing market, Adidas is moving from product-based marketing to

consumer-oriented approach. Allen (2008, p, 6) argues that direct marketing involves
various strategies that a company uses to communicate directly with the clients. Adidas
has moved towards digital printing in the media by using consumer catalogs with visual
images. Transmission and using images helps the clients to feel the quality of the
products. Adidas is using tele-marketing strategies by creating a heavy media presence
through print media.

The use of various sports magazines, ESPN magazines, show casing company
products and TV campaigns make the firm take the first place in athletic games in
session. Billboards of the company products have been spotted on various streets with
enhancement of the visual element. Moreover, the firm uses the internet, sports social
sites and by mailing directly to the clients informing them of the new products as other
methods of marketing its products (Allen, 2008).

Personal selling

It is whereby sales agents are involved in selling the product directly to the customer.
Hollenbeck (2007, p. 81) believes the art of photography is quality design can help sales
agents convince customers easily hence being able to increase the sales revenue of the
firm. The good brand name of Adidas has been earned using personal selling
representatives of the company that sell the high quality products to the clients of the
firm.
They therefore establish personal relationships with the clients that are vital for the
creation and increase of the market share. Moreover, personal selling has affected the
reputation of the company positively because individual consumers perceive the
company positively. Packaging plays an important role in consumer purchasing
decisions. It reflects the quality of the product, acts as a sales agent and advertising

Conclusion

In conclusion, consumers are important to an organization and Adidas Corporation has

ensured that it achieves consumer satisfaction and loyalty. By producing high quality
products, the firm ensures that it maintains the market share while maximizing profits.
To market the product, the firm uses various strategies such as campaigns, personal
selling, advertisements and use of goodwill ambassadors. All these marketing strategies
have maintained communication between the firm and the customers.