Chapter16: Advertizing, Public Relations

Chapter: 16 Advertising, Public Relations and Sales Promotion

On March 14, 2011 Adidas announced that their launching a campaign that would change the brands history. The campaign would showcase all the Adidas brands (Adidas Sports Performance, Adidas Originals, and Adidas Sports Style sub brands) capturing the world of diverse cultures through music, sports and fashion.

The campaign included athletes such as Derrick Rose, David Beckham and Lionel Messi,  music stars Katy Perry and B.O.B also skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.    Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and Cinema as well as an extended 2-minute version for Online

 "Today's consumers are not one-dimensional," said Patrik Nilsson, president of Adidas America.  "They live across the cultural spectrum and that's where Adidas has its edge.  The Adidas brand extends beyond sports and 'all Adidas' celebrates this breadth of passion from athletes, musicians, artists and beyond.  The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives."

The results of this campaign boosted sales and the results are shown below

Chapter14: Marketing Channels and Retailing

Chapter 14: Marketing Channels and Retailing

A channel refers to a way of making a product available to distribute to the end consumers. A marketing channel helps by getting the right products to the right consumer in time for purchase. This channel terminology falls under the P of physical distribution in the four Ps of the marketing mix.

Adidas is always looking for a new great way to get its product out to consumers. This time they incorporated a new digital experience in European stores. RFID or Radio Frequency Identification is the wireless use of electromagnetic fields to transfer data, for the purposes of automatically identifying and tracking tags attached to objects. The tags contain electronically stored information.

In the new Adidas store Customers that take product into the changing room are greeted with a mirrored display which provides more information about the products they have taken into the store as well as give the customers some ideas of outfits to combine. This is convenient for customers because they won’t have to leave the room to pick up another item and wait on line again to change a second time. Also it beats having to stand in long lines waiting behind someone with a large sum of items because with the RFID tag items get ringed up automatically.