Marketing Campaign on Shoes of Adidas: Practical Skills Assessment Portfolio

This report covers description on marketing campaign on Shoes of Adidas. It includes objectives, success measurement, campaign plan, communication on Facebook, Instagram, Twitter, YouTube, Website, reflection on campaign and conclusion.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
The process of marketing in an organisation expresses different problems as well as
issues and in order to overcome such issues along with enhancing the volume of sales, there is a
need for developmental process including several marketing campaigns (Canovi and Pucciarelli,
2019). This will help in increasing awareness of products and services of an organisation within
market place. This project includes discussion on Adidas that is engaged in selling differentiated
sports products to its customers. Moreover, this report also covers description on marketing
campaign on Shoes of Adidas.
Campaign objectives
Objectives are significant in campaign because they add a higher level of responsibility
for the marketing team of an organisation (Shambare and Donga, 2019). In context to Adidas, the
company has also developed its objectives for its marketing campaign on shoes, the SMART
objectives of Adidas Shoes are discussed as under:
 Increased profit with 15% within the next 3 months.
 For developing awareness of the brand in 6 months within customers' minds.
 Developing brand loyalty among customers in the 6 months.
 Enhanced buying conversion rate with 8% in next 3 months.
 Developing a positive brand image.
 Enhanced 15% engagement on social media platforms.
Success measurement
In order to measure the success of marketing campaign of Adidas Shoes, there are
different measures which can be adopted:
 Review in Newspapers and Magazines.
 Increase likes and comments on the social media.
 Feedbacks of the customers regarding the product and service.
 Measuring the number of followers of the organisation on social media.

Campaign plan
Facebook: The manager of the business is required to conduct research regarding its competitor
within the market place. This should create influence and impact on the preferences and
perceptions of market share (Costello, 2020). The use of social media should get enhanced within
its operations with more comments as well as likes.
Instagram: Adidas is required to capture more and more market share and along with it, their
interest should be established for its products related services through offering advertisements
and many more.
You Tube: A large number of videos are required to be uploaded on such kind of media
platform with the professional suggestions and advice as well as guidance. More and more
feedbacks are required for the purpose of ascertaining essential information.
Twitter: Appropriate use of various hashtags must be done to persuade customers within
marketplace through regular multiple posts and uploads.
Webpage: Overall information is required to make informed decisions regarding information.
Errors and check errors within the organisation are in identical place of manpower.
Communication 1: Facebook
Adidas Shoes makes use of various coloured shoes and do regular modifications in the
design of shoes which help in capturing a large number of market share. It also makes use of
different effective headlines that develop interest of the target market (Horáková and Uusitalo,
2021). The respective organisation links its website to the potential customers which provide
assistance in maintaining interest of the customer-base. The company also creates expectations
regarding the shoes in the mind of the market share through targeting market by making use of
attractive, effective and conventional lines. The potential users of Facebook are able to like,
comment as well as share.
Communication 2: Instagram
Customers’ attention is attracted and gained with the help of unique designing of shoes. Captions
help in attracting customers for their products that is shoes and this helps in stronger relationship
in between the company and customers. various discounts and incentives are offered by Adidas
Shoes for increasing customers’ interest (Qadri, 2019). Hashtags on Instagram are created as they

help in creating brand awareness. Pictures of shoes are taken by customers and posted as these
results in awareness among more target audience. Company links all their pages on Instagram
with the customers’ page making it easy for purchasing of products on a large scale.
Communication 3: Twitter
Twitter is considered as major social media platform which is used worldwide by
millions of users (Lee, 2018). Adidas company will prefer to select communication over Twitter
in order to develop effective advertisements of products. The marketing management of Adidas
will also use Twitter in order to communicate with target customers. Twitter will help the
business entity to perform marketing operations all over the world with support of Twitter. This
is major role of a business to focus on develop key functions according to demand at the
marketplace.
Communication 4: YouTube
You tube is one of the most popular video website which is an online video platform all
over the world. It is key role of a business to promote products with development of customer
attention seeking videos. In order to increase the revenue and profitability of the business, it is
necessary for the business to take support of You Tube advertisements.
Communication 5: Website
Website development is one of the key functions of a business in order to develop key
operations in an ethical manner. The website development is one of the key function of a
business and it can share product information on website (Malik, 2022). The publicity of goods
and services in order to perform key operations in a systematic manner. Website development is
one of the major function which can be developed with the help of IT experts.

Reflection on Campaign
It is essential for an individual to develop focused approach in writing reflection to demonstrate
learning. In my views, campaign of Adidas went very well it gained a major success as it was
beneficial in approaching the target customers (Muhtador and Yusuf, 2018). I consider that with the
help of information and technology based practices, the Campaign gained an immense success. I
believe that campaign was also good in all senses as the sales and revenue of company has also
increased. The campaign went well as the analysis of customers and key steps were taken in
order to fulfil their wants and needs. I believe that in order to gain effectiveness and competitive
advantage, it is essential for Adidas to take assistance of planning and strategic frameworks in
context of marketing.

Conclusion
It can be concluded from the above stated report, a corporation uses advertising and marketing
campaign for enabling and achieving the organisational goals and objectives that are related
to sales, profits, customers and client’s engagement resulting in the increase in loyalty of
customers with brand. There are various social media platforms that are used like Facebook,
Twitter, YouTube and many other by business corporation and customers’ engagement.

REFERENCES
Books and Journals:
Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: winery owners’
perceptions. Journal of Travel & Tourism Marketing, 36(6), pp.653-664.
Costello, G.J., 2020. Contemporary Issues for Design and Innovation Studies. In The Teaching of Design
and Innovation (pp. 131-154). Springer, Cham.
Horáková, J. and Uusitalo, O., 2021. From places to platforms: Examining the transformation of
servicescapes. In Contemporary Issues in Digital Marketing (pp. 95-104). Routledge.
Lee, S.W., 2018. Contemporary issues and challenges of the Korean maritime industry. Maritime
business and economics, pp.84-96.
Malik, M.A.A., 2022. Three Contemporary Issues in Development Economics (Doctoral dissertation,
American University).
Muhtador, M. and Yusuf, H., 2018. Proceeding of Conference on Contemporary Issues in Philosophy and
New Islamic Civilization (CCI-PHONIC).: Authority and Fatwa: Analysis of Content on Religious Lectures
About Women on Social Media.
Qadri, H.M.U.D., 2019. Contemporary issues in Islamic business and trade. In Business Ethics in
Islam (pp. 235-242). Routledge.
Shambare, R. and Donga, G., 2019. Religion and consumer behaviour. Contemporary Issues in
Marketing: Principles and Practice, 420.
posts of the company regarding campaign.