Adidas Is One of the Largest Companies in the Sporting Goods Industry.
ADIDAS MARKETING COMMUNICATIONS EFFECTIENESS ADIDAS MARKETING COMMUNICATIONS EFFECTIVENESS
TABLE OF CONTENT 1.Executive summary………………………………………...3
2.Introduction
2.1 Adidas Overview……………………………………………………...3 2.2 Europe sports equipment market overview……………………...4, 5, 6
3.Situtational Analysis 3.1 PESTEL Analysis…………………………………………………..7, 8 3.2 Porter’s Five Forces Analysis………………………………………...9 3.3 SWOT Analysis………………………………………………….10, 11
4.Consumer Analysis……………………………………12, 13
5.Marketing Objectives……………………………………..14
6.Communications Mix 6.1 Sports sponsorship……………………………………………….15, 16 6.2 Celebrity endorsement…………………………………………...16, 17 6.3 Product placements………………………………………………….17
7.Recommendations………………………………………...18
8.Conclusion………………………………………………...18
9.Bibliography………………………………………………19
1.Executive summary |
This report will measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry.
Adidas is one the leading company in the sports equipment industry (with Nike, Reebok…), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2.Introduction | 2.1 Adidas Overview
Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf. The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process.
TABLE OF CONTENT 1.Executive summary………………………………………...3
2.Introduction
2.1 Adidas Overview……………………………………………………...3 2.2 Europe sports equipment market overview……………………...4, 5, 6
3.Situtational Analysis 3.1 PESTEL Analysis…………………………………………………..7, 8 3.2 Porter’s Five Forces Analysis………………………………………...9 3.3 SWOT Analysis………………………………………………….10, 11
4.Consumer Analysis……………………………………12, 13
5.Marketing Objectives……………………………………..14
6.Communications Mix 6.1 Sports sponsorship……………………………………………….15, 16 6.2 Celebrity endorsement…………………………………………...16, 17 6.3 Product placements………………………………………………….17
7.Recommendations………………………………………...18
8.Conclusion………………………………………………...18
9.Bibliography………………………………………………19
1.Executive summary |
This report will measure the effectiveness of Adidas’s advertising campaign. To achieve this goal this report will go through the French market analyse and the target consumers. Moreover, SWOT, PESTEL and Porter’s Five Forces analysis demonstrate the different opportunities in future for Adidas and the multiple factors influencing the sports equipment industry.
Adidas is one the leading company in the sports equipment industry (with Nike, Reebok…), recognizable with its three bands, and since few years he is launching very effective campaigns. This effectiveness it’s due to the celebrity endorsement. This report will be introduced by the introduction of the overview of Adidas’s market and secondly the sport equipment market in general. 2.Introduction | 2.1 Adidas Overview
Adidas is one of the largest companies in the sporting goods industry. The group has divided its operating activities by major brand into three divisions: Adidas, Reebok and TaylorMade-Adidas Golf. The group operates through more than 170 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process.
Bibliography: | Marketline (2012) Industry Profile – Europe Sports Equipment Marketline (2012) Industry Profile – France Sports Equipment Datamonitor (2011) Country Analysis Report France Datamonitor (2011) Company Profile adidas AG Institut national de la statistique et des études économiques –Insee (2012) Bilan démographique SportsOne (2010) Doole, I., Lancaster, P Kotler, P. and Keller, K.L. (2009) Marketing Management, 13th Edition, Pearson International Edition Duncan, T Fill, C. (2011) Essentials of marketing communications, 1st Edition, Prentice Hall Steinberg, B McCracken, G. (1989) “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer Research, December 1989, 16 Scevak, N