Contemporary Issues in Marketing: Practical Skills Assessment Portfolio

This report discusses the objectives, measurement of success, and campaign plan of Adidas. It also highlights the role of social media platforms like Facebook, Twitter, Instagram, YouTube, and Websites in making the company a success.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents
Introduction 1
Campaign objectives 1
Measurement of success 2
Campaign plan 2
Communication 1: Facebook 2
Communication 2: Instagram 3
Communication 3: Twitter 3
Communication 4: YouTube 4
Communication 5: Website 4
Reflection on Campaign 4
Conclusion 6
References 7

Introduction
Marketing means buying and selling of goods and services. Selling of goods
and services is not that easy. A marketer has to face many challenges. Issues in
marketing may evolve because of various reasons. Adidas is a renowned company
known for its quality products especially shoes.(Nisa, Nuryakin and Hafidz, 2019) The
company supplies products related to clothing, accessories and much more, but is
the largest sportswear manufacturer all over Europe. In this report, there is a
discussion about the objectives set for the company, measurement of success, plans
of campaign, role played by – Facebook, Twitter, Instagram, Youtube and Websites
in making the company a success.
Campaign objectives
There must be some purpose or goal for which one is running an
organization. The ultimate goal of the marketing campaign is its objective - “ The
purpose for which it was established or formed”. Adidas has set various campaigns
over the years to make its roots stronger. Some of its objectives set during the
campaigns to achieve are:-
 Customer Expectations: The very first and primary objective of Adidas is to
meet the expectations of atheletes by modifying their running shoes as per
their needs and comfort.
 Awareness: Awareness among the atheletes is very important for the shoes
manufactured by Adidas as sportswear forms a major part of the company's
funds.
 Interest and Desire: If the consumers are aware of the product only then they
will be interested in buying it. So the campaign promotes and sponsors
various sports in order to develop interest and desire, among the people, for
the product.
 Enhance sales: Increase in consumers' interest and dersire for the purchase
of a product, will enhance company's sales. This may result in increase in
10% or more of the profits of the company.


Measurement of success
Success is something that everyone wants.(Grima,, Özen. and Boz, 2021)
Adidas is a huge success and the company measures its success by some simple
ways. Let's discuss some of them:
 Adidas checks or measures the success of its campaigns by comparing its
performance before and after the campaign. Degree of the rise in sales helps
Adidas measures its success.
 Engagement of people over the social media by liking, commenting on the
posts shows the interest of the public towards the products launched by the
company and helps measure success.
 Adidas measures its success by achieving the objectives set the company
earlier.
Campaign plan
Planning involves anything generated in order to achieve the desired
objectives. A campaign plan is a plan designed by companies or organisations to
achieve the desired outcome set during the campaign. Adidas plan its objectives to
be achieved during the campaign, funds to be spend and raised and design the plan
accordingly to get the desired result.(Grasser, Loufrani-Fedida and Oiry, 2021) The main
focus Adidas has on, for running shoes athelets. So they plan accordingly in order to
target their main audience. They run their campaigns on various social media
channels such as Twitter, Instagram, etc., to create awreness and attract those
customers.
Communication 1: Facebook
 Awareness - Creating awreness for the product among the people is very
necessary for enhancing the sales of the company.(Mirror, 2019) Facebook
helps Adidas reaching customers and creating awareness among them
through its stories.
 Interest - These stories in between acts as advetisements which are attractive
and appealing to the customer's eye and in case of running shoes, to the
athelets. This helps generate interest of people for buying the product.

 Desire - Desires are emotional connection the consumer has towards the
product. More and more advertisements by facebook help the company
create brand personality which may induce the cusumers to buy the products.
 Action - This is the final step of this model. Facebook connects the customers
to the company and place their orders.
Communication 2: Instagram
 Awareness – Reels are quite trending now-a-days on Instagram. These reels
are used to create awareness among the public about the products of Adidas.
 Interest – Trending reels may create interest and curiosity for the product
among the audience. This will help Adidas enhance its sales as well as its
profits.
 Desire – Adidas is a famous brand known for its quality products and hence
its products are quite desirable. Advertisements on Instagram makes them
more desirable and attractive.
 Action – Instagram help public connect with the company and place their
orders by providing messaging facilities.
Communication 3: Twitter
 Awareness – Adidas uses Twitter as a platform to create awareness among
people by making tweets about its products. This helps the company to
maximise its reach.
 Interest – Reaching more and more customers helps Adidas create interest
for its products among them. Reaching atheletic audience will be the prime
objective of the company.
 Desire – Positive likes and comments on the tweets make a desire to acquire
the product in the heart of the customers.
 Action – People are engaged and influenced by the tweets to buy the
products.

Communication 4: YouTube
 Awareness – YouTube is the most used social media channel all over the
world. Promotion over the YouTube helps a lot. Vlogs and YouTube shorts
are used by Adidas to create awareness about its product.
 Interest – These shorts and Vlogs are made attractive and appealing to the
eyes of the people to make them interestedin the product.
 Desire – Vlogs create a desire among the people to buy the rpoducts as the
bloggers persent them so well. It is their work to create desire among people.
 Action – People can comment on the channels to solve their doubts regarding
products and the company may take live sessions on YouTube to solve the
queries that public may have.
Communication 5: Website
 Awareness – Today's world is digital and website is an important part of this.
Adidas makes people aware by using means of technology, i.e., Adidas has
it's own website for promotion of its products.
 Interest – Adidas' website display only its product. So the company can bring
the customer's interest and attention to any of its products and especially the
new launches.
 Desire – Adidas uses its website to make their products desirable among
customers by offering schemes on new and fresh arrivals.
 Action – Customer's can place their orders on this website of Adidas and the
company responds to their messages. This website also acts as a channel of
communication between the company and the public.
Reflection on Campaign
Campaigns are very important from marketing point of view. These
campaigns help the company make people aware and sell their products. Adidas is a
company known for its quality products. (Foroudi and Palazzo, 2019)These products
include sportswear, clothing, accessories, etc. Adidas held various campaigns over
the past years and made them a success. The company set various goals to be
achieved for the campaign and were successfully met. For instance, modifying shoes

as per the comfort of atheletes, styling clothes according to feedback given by men
and designing accessories according to the trend, etc.
Adidas uses various social media platforms to promote and advertise its
products. Facebook, Twitter, Instagram, YouTube, Websites, etc., are some of the
social media platforms exclusively used by Adidas and are discussed above.
(Singaraju and Niininen, 2021) These platforms helps the company a lot in enhancing
its sales and achieving its objectives. Today's digital world rely a lot on these or other
online platforms for any other service. This dependency of the world over the digital
world makes it quite significant. Digital marketing tools are applied by Adidas in
contemporary marketing due various reasons. Some of them are listed below:
 Affordability – Digital marketing tools are cheaper and very effective. These
tools are affordable too. So Adidas uses them to maximise their profits and
reducing their costs.
 Mobile Access – This is a digital era where access to smartphones is not a big
deal. Nearly 80% of the people uses phone to have updates of news and
other countless activities. This access proved beneficial for Adidas when the
company started getting orders online.
 Expansion – Digital marketing tools have a wide scope. These spread
contents and messages all over the world within minutes. Adidas appeal
people who like to do online shopping through these platforms and expand its
reach.
 Tracking – One of the most useful method used by Adidas in digital marketing
is tracking their customer's activities. Digital marketing enables the company
to track the activities of their customers and hence Adidas can monitor the
type of content seen by its audience. This helps the company to know about
their customer's preferences.
 Interactivity – Another reason is interactivity among consumers and the
company. Digital marketing tools help the company to interact with the
customers. Digital marketing enables Adidas connect directly to its customers
who see the content posted by the company often. This helps Adidas builds a
strong community of its own.
The digital marketing tools chosen by Adidas above would help the company
create new customers and increase its customer base. (Gbadamosi, 2019)These tools

are quite effective and useful as these are highly used by people on a regular basis.
So investing on these platforms would not result into any loss to Adidas rather it will
enhance the sales of the company. Three examples are listed below:
KFC established in UK, a fine non-veg food outlet uses social media to
promote its products. It advertises its dishes in such a manner that looks so
delicious. It posts pictures, make vlogs, create reels for the dishes serves by KFC
and writes a description below stating everything about the dish. For instance, KFC
chiken bucket.
Another company established in UK, which uses digital marketing tools, is
Dove. Dove produces soaps, shampoos and conditioners of its own.(Niininen, 2021)
The company uses digital marketing tools for advertising its products, say,
shampoos. Dove make before and after reels for people to see what their product
can do or the efficiency of their product.
Prohibition is a famous company, known for its services, in UK.(Vrontis and
Christofi, 2020) The company help other companies and organisations in maintaining
public relations, social media marketing, social media strategy, content marketing,
video creation and so on.(Nwankwo and Richards, 2020) The company has masters
how to use these social media tools for the marketing and so they do for the
advertisement of the services, say social media marketing, provided by them.
Hence from the above three examples it is clear that the chosen company,
Adidas, has selected the right platforms for the advertisement of its products and
these digital marketing tools will help the company convince customers to respond.
Conclusion
From the above report, iit is concluded that marketing means buying and
selling of goods and services. Digital marketing is as useful or even more useful than
contemporary marketing. There are various objectives set by Adidas during the
campaigns and the company work hard enough to achieve them. All this is the
reason behind the success of Adidas. The company is moving steps and ensuring its
success. In today's world, digital marketing is very important for enhancing sales of
the company. Twitter, Instagram, Facebook, YouTube, Websites, etc., are various
platforms used by Adidas for the promotion of its products. Adidas sets campaigns
and plan them in order to achieve the desired outcomes. These platforms help the

company increase the degree of its sales.
References
Vrontis, D. and Christofi, M., 2020. Contemporary issues in management and marketing
research. Business Perspectives and Research, 8(1), pp.2-3.
Niininen, O. ed., 2021. Contemporary Issues in Digital Marketing. Routledge.
Nwankwo, S. and Richards, D., 2020. Contemporary issues in entrepreneurship
marketing. Entrepreneurship Marketing: Principles and Practice of SME Marketing,
p.337.
Gbadamosi, A., 2019. Marketing: the paradigm shift. Contemporary Issues in Marketing:
Principles and Practice, 1.
Foroudi, P. and Palazzo, M. eds., 2019. Contemporary issues in branding. Routledge.
Singaraju, S. and Niininen, O., 2021. Understanding Big Data and its application in the
digital marketing landscape. In Contemporary Issues in Digital Marketing (pp. 9-21).
Routledge.
Grasser, B., Loufrani-Fedida, S. and Oiry, E. eds., 2021. Managing competences: Research,
practice, and contemporary issues. Taylor & Francis.
Mirror, B., 2019. Advances in the Technology of Managing People: Contemporary Issues in
Business. marketing, 135, p.136.
Grima, S., Özen, E. and Boz, H. eds., 2021. Contemporary Issues in Social Science. Emerald
Group Publishing.
Nisa, A.P.K., Nuryakin, C. and Hafidz, L.F., 2019. Marketing for charity: Portraying hope or
despair?. In Contemporary Issues on Business, Development and Islamic Economics
in Indonesia (pp. 47-68). Nova Science Publishers, Inc..