Since market power has moved from enterprises to consumers, and global competition has increased substantially, managers in almost all industries need to face enormous performance challenges. To avoid being replaced by rivals, they are forced to be more innovative in establishing and performing their competitive strategies. Long-term success will not be achieved solely through competitiveness but instead will depend on the ability to evolve new demand and create and gather new markets. Therefore, marketing is one of the most fundamental topics when concentrating on the customers’ desires. Mainly it is about picking up the clients by delivering a unique feeling in form of a must-have product.
Adidas is counted among one of the global players of sports and lifestyle brands, together with its biggest competitors Nike and Puma. With an annual revenue of EUR 21.218bn (in 2017), over 56,888 employees worldwide, and more than 900 million products produced per year, the German business is an omnipresent sports and lifestyle brand, which became more and more important over the last decades. According to Statista, it was voted one of the ten most reputable companies worldwide in 2018, being the only sports and lifestyle brand in this ranking. In addition, Forbes published an article, stating that Adidas reached the third place of the World’s most valuable sports brands, following Nike and ESPN. Yet by comparing the global revenues of Adidas, Nike and Puma from 2006 to 2017 it can be seen, that the company founded in 1924 by Adi Dassler in a small village in Southern Germany called Herzogenaurach is lagging behind Nike’s global revenues for many years. This is one of the core reasons driving the brand with the three stripes to establish new marketing strategies for diversifying and simultaneously increasing its customer portfolio.
The sections below concern aspects referring to the research fields E-Marketing and E- Commerce, Online Marketing, Online Advertising and Social Media, and Mobile Marketing. A summary with the most fundamental information is provided at the end of each part.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. Part I: E-Marketing & E-Commerce
- 2.1 Unique factors of communication and adidas' objectives
- 2.1.1 Unique factors of communication and sales approach
- 2.1.2 Explanation of adidas' objectives
- 2.2 Strategy of adidas and Snapchat
- 2.2.1 Advantages and benefits of e-marketing and e-commerce
- 2.2.2 The use of specific functions and tools within Snapchat campaign
- 2.1 Unique factors of communication and adidas' objectives
- 3. Part II: Online Marketing, Online Advertising & Social Media
- 3.1 Explanation of online marketing and social media activities and tools
- 3.2 Three social media trends to bring added value to the campaign
- 3.3 Advantages and disadvantages of online advertising
- 4. Part III: Mobile Marketing
- 4.1 Outline of an alternative mobile marketing campaign
- 4.2 Marketing objectives and KPIs
- 4.3 Creation of an agency briefing
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this paper is to analyze adidas' marketing strategies, focusing on e-marketing, online marketing, and mobile marketing. It examines the company's objectives within a competitive landscape and explores the use of various digital platforms and tools to enhance its market position and reach a wider customer base. The analysis considers both the advantages and disadvantages of different approaches.
- Analysis of adidas' marketing strategies in a competitive market.
- Evaluation of the effectiveness of e-marketing and e-commerce initiatives.
- Examination of online marketing, online advertising, and social media activities.
- Exploration of mobile marketing strategies and their potential impact.
- Assessment of key performance indicators (KPIs) and their role in measuring success.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage by highlighting the intensified global competition and the shift in market power towards consumers. It emphasizes the importance of innovation and marketing in achieving long-term success, specifically within the context of the sports and lifestyle industry. The chapter introduces Adidas, one of the global leaders, emphasizing its significant revenue, employee count, and production volume. It also positions Adidas against its key competitors, Nike and Puma, using revenue data from 2006-2017 to illustrate Adidas' need for innovative marketing strategies to expand its customer portfolio and compete more effectively.
2. Part I: E-Marketing & E-Commerce: This section delves into the specifics of Adidas' e-marketing and e-commerce strategies. It analyzes the unique communication factors influencing Adidas' approach to both sales and communication. The chapter then details Adidas' objectives and explains the strategic partnership with Snapchat. A key component examines the advantages and benefits of e-marketing and e-commerce, detailing specific functions and tools utilized within the Snapchat campaign. This section provides a detailed view of how Adidas is leveraging digital platforms to connect with its customers and drive sales.
3. Part II: Online Marketing, Online Advertising & Social Media: This part focuses on Adidas' online marketing and social media strategies. It outlines the various online marketing and social media activities and tools used to optimize the campaign. The analysis identifies three key social media trends that enhance campaign value, and critically assesses the advantages and disadvantages of online advertising within this context. This section offers a comprehensive overview of Adidas’ digital marketing efforts beyond e-commerce, emphasizing the diverse tools and platforms employed.
4. Part III: Mobile Marketing: This section proposes an alternative mobile marketing campaign for Adidas. It outlines the marketing objectives and KPIs (Key Performance Indicators) for this campaign, ultimately culminating in the creation of a detailed agency briefing. This part provides a practical application of mobile marketing principles within the context of Adidas' overall marketing strategy. The detailed agency briefing showcases a concrete plan for implementation and measurement.
Schlüsselwörter (Keywords)
Adidas, Nike, Puma, e-marketing, e-commerce, online marketing, social media marketing, mobile marketing, digital marketing, competitive strategy, marketing objectives, KPIs, Snapchat, online advertising, market analysis, sales strategies, customer portfolio, brand reputation.
Adidas Marketing Strategy Analysis: Frequently Asked Questions
What is the main focus of this document?
This document provides a comprehensive analysis of Adidas' marketing strategies, focusing on e-marketing, online marketing, and mobile marketing. It examines Adidas' objectives, the use of various digital platforms and tools, and assesses the advantages and disadvantages of different approaches within a competitive market landscape.
What are the key themes explored in this analysis?
The key themes include analyzing Adidas' marketing strategies in a competitive market (against Nike and Puma), evaluating the effectiveness of e-marketing and e-commerce initiatives, examining online marketing, online advertising, and social media activities, exploring mobile marketing strategies and their potential impact, and assessing key performance indicators (KPIs) for measuring success.
What specific Adidas marketing strategies are analyzed?
The analysis covers e-marketing and e-commerce strategies, including a detailed look at Adidas' partnership with Snapchat and the utilization of specific functions and tools within that campaign. It also explores online marketing, online advertising, and social media activities, highlighting three key social media trends that contribute to campaign value. Finally, it proposes an alternative mobile marketing campaign, outlining objectives, KPIs, and a detailed agency briefing.
What are the objectives of the Adidas marketing strategies analyzed?
The overarching objective is to expand Adidas' customer portfolio and compete more effectively in a highly competitive market. This involves enhancing Adidas' market position and reaching a wider customer base through innovative digital marketing strategies.
What digital platforms and tools are discussed in the context of Adidas' marketing?
The analysis prominently features Snapchat as a key e-marketing and e-commerce platform. Beyond Snapchat, the document broadly discusses online marketing, social media marketing, and mobile marketing activities and tools, without specifying each tool individually but rather focusing on their overall impact and effectiveness.
What are the advantages and disadvantages of the different marketing approaches discussed?
The document assesses both the advantages and disadvantages of e-marketing, e-commerce, online advertising, social media marketing, and mobile marketing. While specific advantages and disadvantages for each are not explicitly listed separately, the analysis implicitly compares them by evaluating the effectiveness of each approach and highlighting their contribution to Adidas' overall marketing objectives.
What is included in the chapter summaries?
The chapter summaries provide a concise overview of each section of the analysis. The introduction sets the context, highlighting global competition and the importance of innovation. Part I details Adidas' e-marketing and e-commerce strategies, Part II focuses on online marketing and social media, and Part III proposes a mobile marketing campaign including an agency briefing.
How are the success of Adidas' marketing strategies measured?
The success is measured through the use of Key Performance Indicators (KPIs), which are explicitly mentioned but not defined in detail within the provided text. The importance of KPIs in evaluating the effectiveness of the different marketing approaches is emphasized.
What are the key competitors mentioned in this analysis?
The analysis explicitly names Nike and Puma as key competitors to Adidas, using revenue data to illustrate the competitive landscape and Adidas' need for innovative marketing strategies.
What keywords describe the content of this document?
Key terms include Adidas, Nike, Puma, e-marketing, e-commerce, online marketing, social media marketing, mobile marketing, digital marketing, competitive strategy, marketing objectives, KPIs, Snapchat, online advertising, market analysis, sales strategies, customer portfolio, and brand reputation.
- Quote paper
- Ricardo Escoda (Author), 2018, Digital Marketing. A Case Study of Adidas and Snapchat, Munich, GRIN Verlag, https://www.grin.com/document/438275
