Michael Delgado

Adam Overmoe
Alex Hoskins

Mrs. Riches
12/3/18
B5

Case Study Project

 ( Adidas Marketing Campaign )

1. Describe the elements that make up the marketing mix. (2 marks)

For Adidas, their marketing mix is its own way to put the brand in a unique
position to sell as much of their product as possible. To do so, they spend a lot of time
looking into how their brand can be seen all around the world, so they focus on
international advertising and marketing. Sports marketing is the big key for Adidas when
it comes to the marketing mix.

2. Explain the term sponsorship. Name a sponsorship deal that you think was effective.
Explain your answer. (4 marks)

Sponsorship involves a business paying to be associated with another

organization, event or TV programme. Adidas used the 2012 Summer Olympics in
London as a partnership, so that their name and their brand could be seen and heard all
across the world. They specifically developed the idea of an athletes’ kit, which provided
the opportunity to be innovative and excite the target audience all while creating
products that would benefit their sales. This seemed to be one of their most effective
sponsorship deals simply due to the vast scale in which they were advertising
themselves. An event such as the olympics involves almost every country from around
the world, so this was a very big deal.
3. Analyse the importance of using both above-the-line and below-the-line promotion for
an effective marketing campaign. (6 marks)

Above-the-line promotion is something that allows companies or organizations to

advertise their products to people who watch tv, pay attention to billboards, or read
magazines and newspapers. This can still be very advantageous given that most people
participate in at least one of those things on a daily basis. However, it can be an issue
when it comes to advertising via television because many people tend to record what
they’re watching and fast forward through the commercials. Below-the-line promotion
allows an organization like Adidas to advertise their products through platforms like
social media and towards more targeted consumers. This allows them to reach a base
that involves more individuals from youth groups then you might see in the
above-the-line promotion.

4. Evaluate the effectiveness of adidas’ use of social media in its ‘Take the Stage’
campaign. (8 marks)

The use of social media by Adidas during their “Take the Stage” campaign was
extremely important for them. It reached a very large number of people through
platforms like YouTube. An advertisement involving David Beckham received 3.2 million
views, which means they were able to spread the word about one of their products to a
great deal of potential buyers. It also became a hashtag on social media, which is
something that most millenials find themselves using in this day and age. It resulted in a
lot of exposure, and it got more people interested in what the brand has to offer
compared to its competitors.
( Adidas Marketing Strategy And Objective List )