Adidas has emerged to be one of the most emerging shoe brands today with rich brand equity and strong loyal base of customers. The report tends to evaluate the case study of Adidas with reference to its existing marketing campaigns and interventions that was followed by the London Olympics. Adidas is recommended to extend its social media presence by making use of content marketing interventions with the use of subject matter experts and the tangible results must reflect across storytelling, blogs, articles and amount of positive word of mouth marketing being performed by the potential customers (Delener, 2009). The social media space is capable of taking
the new product lines of Adidas such as women’s shoes, kid’s shoes and shoe for handicapped. Thus it could be inferred from the analysis that Adidas needs to involve in product diversification that is capable of enhancing the core competencies of the firm and also offer a competitive edge over the current performance of rivals (Collinson, 201
1. Analyse the importance of using both above-the-line and below-the-line communication for Adidas.
Adidas is a German based public company into sporting industry and their product portfolio ranges from sports footwear, clothing, accessories like bags, watches, eyewear and other sports-related goods and equipment. Adidas products are designed especially for sportsman that helps to perform to the best of their ability. For Olympic Games, London Adidas is the main supplier of all sports wears and equipments that has explored the market for Adidas all over UK Invalid source specified..
Above-the-line and below-the-line communication of Adidas
Above-the-line marketing aims at taking the product to the reach of mass people i.e., public for an advertisement to gain popularity, fame, brand, etc from which the interested customer will approach the company for purchase orders Invalid source specified.. It is a kind of pull strategy of marketing, where the company does not need to meet each individual target customer to advertise the product, but the company involves making mass advertisement and customer arrives to the company in search of product. Mass advertising means in the form of newspaper, magazine, bill board and TV advertisement which is more expensive to the company. One time mass advertising wont be beneficial as the targeted customer may or may not look at the advert. For eg. in case of TV advert, some viewer pass on the advertisement session, thus repeatedly advertising will capture more viewer Invalid source specified..
Below-the-line communication is a kind of push strategy of marketing, where the company takes the product to the reach of targeted customer alone. In case of Adidas, its customers are the sports related young people, who can be collectively found in Olympic and other games. Thus Adidas has tie up with London Games and Great Britain (Team GB). Adidas conduct a ‘Take the Stage’ campaign where the youngsters have the chance to engage the stage and meet the talents. Excited youngster keeps on uttering the event that plays as an advertisement for the product, reaching youngster prone to promote the product 6 times more than other kind of advertisements Invalid source specified..
The event of ‘Take the Stage’ two youngster with David Beckham has been published in YouTube and this has attracted 3.2 millions of viewed in the social Medias & YouTube.
Importance of using both above-the-line and below-the-line communication for Adidas
From the above two kind of marketing strategy used by Adidas, it could well reveal the fact that above-the-line communication less reachable to targeted customer comparing to below-the-line communication. Push strategy through ‘Take the Stage’ Campaign has attracted more viewers and viewers are specifically the targeted customers Invalid source specified..
Excitement and attraction of viewers
In the case of above the line in Adidas, they promoted through TV adverts and the response through such advert is very less. As it is know that many viewers only interest on sport game duration at the rest of the time i.e., during advertisement session the viewer record, passes or get forward to the sports programmer neglecting the TV adverts. So however TV advert attracts only fewer viewers. Also it does not create any excitement and attraction as compared with the ‘Take the Stage’ Campaign (Dahringer, 2010).
Attracts people with High degree of interest
The people with high degree of interest and passion towards sports can be found more on the place of Olympic game than compared to other TV sport viewer Invalid source specified..
Thus below the line communication is more effective for Adidas than compared to above the line.
Through-the-line communication is a blend of both above-the-line and below-the-line. Duration for ‘Take the Stage’ Campaign can be allowed by London Game only to some extend like one hour. Whereas game takes place for the whole day and throughout the season, thus this campaign may miss many of viewers. Thus due to time constraint and periodical issues below-the-line is alone cannot be depended for marketing purpose. Thus it is suggested for Adidas to carry out both above-the-line and below-the-line communication in order to capture all the viewers whomever come across the game programs Invalid source specified..
Recommendation in TV advert strategy
The TV viewer during the sport program comes to know about the advertisement session from its first advertisement only. So when Adidas make the first advertisement in every break time, it cannot miss out any program passers. Moreover as much as time the company advert to such extent it attract the viewer thus will less advertising time and with repeated TV advertisement Adidas can cut the cost but can capture maximum TV sports viewers. This would be a better strategy for above the line communication for Adidas Invalid source specified..
Here Adidas has no meaning of worrying about the cost, because the important thing is its season of sports. During this season, not only Adidas even its competitor will be into play to capture the market in possible ways, thus irrespective of cost consideration making more advertisement is beneficial for Adidas, but can carry out some strategy to cut down the cost or to regret spending more (Delener, 2009). For any company, it is advisable to carry out both above the line (ATL) and below the line (BTL) communication strategy of marketing. In case of Adidas even the same is suggested, this kind of communication is termed as through-the-line communication (TTL).
2. Justify how effective you feel the high cost use of sponsorship has been to Adidas?
The 2012 London Olympics did a splendid job of capturing headlines. People with even minimum interest in the sport were fascinated with the splendor and pomp of the mega sporting event. Ardent sporting fans were inevitably drawn towards following the accomplishments of some of the world's best players (wild, 2014).
The buzz that the London Olympics created provided Adidas with a chance of grabbing a major share of the global audience’s attention. This provided Adidas with a unique business opportunity.
The advantages of sports sponsorship
One of the greatest benefits of sponsoring the Olympics for Adidas was that the even provided the company with a platform using which a broad demographic audience could be reached. This is a major feat to achieve using any other means of marketing. The concept of targeting audience is becoming increasingly difficult in a fragmented media landscape. The factors that helped Adidas zero in on capitalizing the opportunity provided by the event were sports competitiveness, friendly and
dynamic nature of the event itself; and the connection of the event with team spirit and sportsmanship (Dahringer, 2010).
Adidas’s sports sponsorship was a tested way of linking their brand with the positive values of the games; it proved to be a successful way of creating brand awareness.
In the late 1980s, the company’s brand awareness in countries Asia was very marginal compared with developed markets in Americas and Europe, but after regular sponsorship of sporting events the awareness about the brand increased significantly in Korea, India, Japan and Taiwan (Dahringer, 2010). Had Adidas tried the process of creating awareness incrementally in one country after the other, it might have still been in the process of becoming a universally recognized brand (wild, 2014).
Sponsorship is not the same as advertising
When Adidas aimed to get the most of their Olympics 2012 sponsorship there was a need to do more than just put up their logos everywhere. If it merely done that it would have been considered as another form of outdoor canvassing (Gillin, 2008).
Companies aiming to get the most out of their sponsorship of the World Cup, or indeed any other sporting event, need to do far more than slap their logos on players’ shirts or the stadium’s hoardings – it should not be treated as just another form of outdoor advertising. Sponsorship is different from advertising on various counts (wild, 2014). It can be considered as an exchange between various parties who are trying to pursue their individual objectives. Adidas’s sponsorship was not about merely being seen. It is about meeting its overall marketing objectives and is not aimed at being seen in isolation from other tools of communication (wall, 2010).
By ensuring that the event is in alignment with the brand values and the interests of the target audience (the youngsters), adidas was completely able to successful in transferring the values form the event to its Brand. The company utilized the power of sponsorship to build a long term-partnership with the Olympics (Dahringer, 2010).
Measuring the success of the Sponsorship
Adidas's bid for the sponsorship of the Olympics was around £80million. Any organization that is sponsoring events this big are bound to know whether the returns are profitable. Here are the sales figures of adidas after sponsoring the Olympic Games. The sales for the Adidas brand in the UK alone were up by 24% in the first 6 months of 2012; the demand was for Team Great Britain themed products and accessories (Spiller, 2013). There was a significant increase in the UK for products that were developed under the Olympic license. This was a 250% rise compared to the Beijing 2008 Olympics. In the global market Adidas grew by 11% and 16% in absolute terms (Diamond, 2011).
Having the distinction of being the official sportswear partner of London Olympics, Adidas was instrumental in equipping more than 85,000 volunteers and organizers with sustainable products. It also provided sporting and clothing accessories to more than 3000 athletes participating in 25 of the 26 games (Diamond, 2011). The company worked with 11 Olympic committees nationally including the team GB.
We have identified a number of key measures against which a sponsorship arrangement’s success should be measured:
Here are some elements that can be used as factors against which Adidas’s sponsorship success can be measured (Inkpen, 2009).
· Fluctuation in the Market share in a target geography.
· By monitoring the shift in attributes such as; brand preference; and increase in purchase intention
· Satisfaction surveys on customers, consumers and employees
· Media opinion
· Enthusiasm of Consumer/customer
· Observers’ feedback
· Employee motivation
Adidas AG, one of the world's largest sporting goods manufacturer has been highly successful in 2012 Olympics (Inkpen, 2009). Adidas has used various marketing techniques to maintain its market position. Adidas communication conveys an image of continuity and tradition. From its origins Adidas has used marketing techniques as a tool for customer acquisition. The techniques used by the brand have always been strategically designed to increase sales by increasing brand awareness. They are a set of activities designed to meet the needs of consumers, providing a benefit to the company that offers a product or service (Kumar, 2011). Successful companies who want to soak up success today have to give great importance to marketing. Marketing is not just advertising. The company can be proud that it has been able to contribute to the phenomenal success of London 2012. The company was the official sponsor in sportswear in Athens in 2004 and Beijing in 2008. Adidas wants to use the Olympics to show the world that it is truly an Olympic brand which will allow the company to improve their competitiveness and positioning (wall, 2010).
Sponsoring events is an excellent method of increasing brand awareness. Associating a product or service with a sport can reap huge benefits.
3. Evaluate the effectiveness of Adidas’ use of social media in its ‘Take the Stage’ campaign.
There is a sudden explosion in the usage of social media usage around the world. Thanks to affordable access to computers and internet technologies, it is possible for millions around the world to connect and engage with other people and brand. When there is a surge in the number of internet users, brand like adidas are keen on making using social media as a platform to strengthen the brand (Delener, 2009).
Considering that the numbers of internet user are increasing by thousands a day, it makes perfect sense for organizations to promote their services or brands online in a way that generates interest and curiosity among its followers. In recent years the only advertising channel that has shown
growth is the Internet (McGaughel, 2009).Nowadays every new product launch is preceded by a combination of internal and external marketing concepts, including promotion through social media. At present there are several advantages that make social networks and the digital world a great ally for companies (Kassotakis, 2009).
The London game sponsor came up with an inspirational ad featuring some of the greatest athletes of the Great Britain team including Louis Smith, Victoria Pendleton and Tom Daley. The campaign "take the stage" was designed to showcase London, but is also highlighted the talent that exists within the Great Britain. The campaign allowed adidas to provide the youngsters a once in a life time opportunity.
Adidas has focused on the effective use of various social media platforms to create campaigns. These campaigns have enabled the company to achieve both long term and short term goals. Here are four successful factors that have helped “Take the Stage” be a successful all time campaign (Ronkainen, 2011).
Adidas was successful in develop a comprehensive social media strategy.
Although Facebook and Twitter are considered as the two most used social platforms, Adidas has used a comprehensive strategy to incorporate numerous other platforms to reach customers and followers who have an interest in the company or its products. Examples include: Platforms for business networking – LinkedIn
Travel industry related platforms such as travel trailers and trip advisors.
Media (Videos & Image) sharing websites such as YouTube and Pinterest
The company has also used various country specific platforms to connect to its customers.
This diversified use of various social networking platforms has enabled Adidas to know which platform is the most effective to reach a specified target audience.
Established a model of two-way communication
Organizations are seeing the importance of creating and developing a community around its brand. It allows communities to establish a dialogue with its consumers, where both parties can communicate and interact (Naidu, 2009). Most companies used social media as a tool to only disseminate information about itself and its products. Adidas has made it an important rule to make social media interactions a two way one.
ü Having a two way communication with customers can have various benefits. There are many tactics that Adidas has used to encourage this way of interaction.
ü Engaging customers through questions and quizzes
ü Posting general and business related surveys
ü Posting updates on general topics of interest, like sharing videos and music.
ü Relating to the customers.
Maintaining control of the content being published on behalf of the company
No one company can have a complete control of what is being published on its behalf. Most of the times, effective social media marketing or promotions require various teams to co-ordinate from different locations (Naidu, 2009). Adidas is known to follow strict approvals to facilitate workflow
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