marketing (case study about : adidas and fedex)

Ihab Mohamed tarek 12105180

1-Case Study about Adidas

Introduction

Since it was established in Germany in 1949, by Adolf Dassler, adidas has been synonymous with the sporting industry. Today, adidas is a global public company and is one of the largest sports brands in the world. The company’s product portfolio is vast, ranging from state-of-the-art sports footwear and clothing to accessories such as bags, watches, eyewear and other sports-related goods and equipment.

Adidas and the Olympic Games

The adidas brand is built on a passion for sports excellence and innovative design to help athletes perform to the best of their ability. It is therefore no surprise that adidas has supported many iconic athletes to achieve great things at the Olympic Games. The company’s heritage with the Olympic Games dates back to the Games in Amsterdam in 1928 when adidas’ running shoes were debuted. Footwear and clothing by adidas has been seen on athletes at every Olympic Games.

This case study demonstrates how adidas used innovative marketing strategies in its sponsorship deal with the London 2012 Olympic Games to engage with young consumers in the UK and across the globe.

Market mix

For most organizations the marketing function is vital for survival. The Chartered Institute of Marketing defines marketing as:

‘Marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably.’

This definition outlines the key purposes of the marketing function. These are:

to compete in a competitive marketplace to identify and anticipate consumer requirements and then satisfy these requirements To make a profit.

Sports marketing

This is known as international marketing as it takes cultural and social differences into account when planning marketing activity. Sports marketing is a key focus for adidas’ marketing mix. The growing popularity of sports as entertainment has led to a huge increase in sports marketing. Sponsorship involves a business paying to be associated with another organization, event or TV programmer.

Marketing strategies

Within the marketing function of any organization there will be key goals, or objectives, to be achieved. For example, increasing the market share by 3% or entering a new market overseas. To achieve these marketing objectives requires a plan that details the actions needed.

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Sponsorship

For adidas, London is a key focus for the sportswear market, for both performance sportswear and sports fashion. This market sets more trends than anywhere else in the country. London 2012 gave adidas a platform to target this audience but with a global reach.

To ensure a clear association as Sportswear Partner of London 2012, Team GB and Paralympics GB. To engage and excite the 14-19 year old audience in order to drive brand preference in the UK. To deliver a Licensed Product Return on Investment (ROI) (branded and event branded licensee rights). To become the most talked about sports brand in 2012.

Promotion

Promotional activity is used to communicate with consumers about the brand and its products. As there were more than 50 London 2012 sponsors, adidas needed to ensure it communicated the right messages, at the right time, through the appropriate channels for its target audience.

The acronym AIDA is useful when planning promotional activity, promotion should aim to:

Initiate awareness amongst consumers Generate interest for and desire to have the product Ensure action to purchase.

Above-the-line promotion

There are many different methods of promotion. Above-the-line promotion refers to traditional methods of advertising, such as, print adverts in magazines and newspapers, billboards or online and TV advertisements. example, an increasing number of people record TV and fast-forward the adverts, innovative methods of below-the-line activity is becoming increasingly important to engage the audience.

Above-the-line activity for adidas’ campaign included TV adverts that showcased the best UK talent across sport, street and style. In these adverts athletes shared their intimate goals, fears and thoughts, something which was dramatically different to other sponsors of London 2012.

Below-the-line promotion

Below-the-line promotion targeted at the youth audience was a key method for adidas to achieve its marketing objectives. It used a wide range of promotional activities to create deeper engagement with its audience, mixing traditional media with an innovative use of social and digital channels.

Social media played an integral part in adidas’ campaign. For example, on Twitter #takethestage became the summer trend for supporting Team GB. Videos on YouTube created hundreds of millions of views, In addition, a large photo booth was set up at Westfield shopping center in Stratford.

Conclusion

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An organization’s marketing mix is its own way to uniquely position the brand and drive sales. Using innovative methods of sports marketing, on a scale never before seen in the industry, enabled adidas to target the youth audience in London whilst also having a global reach through social media and online promotion. Partnering the brand with London 2012, Team GB and the Paralympics engaged adidas’ target consumers and created huge amounts of support for Team GB before, during and after the Games.

2-Marketing mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.

Adidas marketing mix

Every organization must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers’ needs. The elements include:

the right product sold at the right price in the right place Using the most suitable form of promotion.

3-Adidas mission statement

The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.

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1-Strategic planning Strategic planning is defined as:

is defined as: “ “The process of The process of developing and maintaining a strategic fit between developing and maintaining a strategic fit between the organization the organization’ ’s goals and capabilities and its s goals and capabilities and its changing marketing opportunities.

Planning activities occur at the business unit, Planning activities occur at the business unit, product, and market levels, and include: product, and market levels, and include:

Defining the purpose and mission Defining the purpose and mission Setting objectives and goals Setting objectives and goals Designing the business portfolio Designing the business portfolio Developing detailed marketing and Developing detailed marketing and departmental plans

2- Mission statements should.

• Serve as a guide for what the organization wants to serve as a guide for what the organization wants to accomplish accomplish.

• Be “market -oriented” rather than rather than “product -oriented”. • Be neither too narrow, nor too broad. Be neither too narrow, nor too broad.• Fit with the market environment.• Be motivating.

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Introduction:

FedEx Corporation provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. FedEx Express is the world's largest express transportation company, providing fast and reliable delivery to every U.S. address and to more than 220 countries and territories. FedEx Express uses a global air and-ground network to speed delivery of time-sensitive shipments, usually in one to two business days with the delivery time guaranteed.

Mission:

FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related business services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.

Mission Statement:

FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx Corporation will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.

Vision:

The unique FedEx operating strategy works seamlessly - and simultaneously - on three levels.

Compete collectively by standing as one brand worldwide and speaking with one voice. Operate independently by focusing on our independent networks to meet distinct customer

needs. Manage collaboratively by working together to sustain loyal relationships with our workforce,

customers and investors.

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Marketing mix:

Product

FedEx Express is the second largest civil fleet around the world providing services across U.S. mainland, Puerto Rico, the Dominican Republic and other Caribbean island.

FedEx ground provides service around America and Canada. Home delivery and smart posts are also offered. FedEx trade networks provide custom and insurance. A toll free help line is provided to the customers at FedEx TechConnect. Other products include FedEx Supply Chain Services, FedEx Corporate Services, FedEx office and

Print Centers and FedEx Ship Centers. Customer care centers are always alert for criticism.

Price

FedEx offers its discount program on FedEx ground specifically. Pick up services are provided with $6 as its additional cost. FedEx Ground will provided pickup service to business locations, upon request, for an additional

charge of $6 per week.

Placement

Mainly located in United States and is catering the services within America and Canada but also approaches to the destinations worldwide through its air fleet.

Promotion

FedEx campaigns runs in the print media throughout the year. Spends heavy amounts on commercial ads, that’s why high quality ads are formulated and

remembered for year like John Moschitta ad. The company has been a chief and sometime sole sponsor of motor sports, football and a

number of sports being played at a junior level. One major reason of its success is political lobbying at large sale, billions of dollars being spent

until now with $4.9 million spent in first three months of 2010.

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marketing (case study about : adidas and fedex)

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