Three Marketing Theories: Explained in the Context of Adidas

Explain three marketing
theories

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Explain the three marketing theories in the context of Adidas...................................................3
Maslow Hierarchy of need ..............................................................................................................4
Customers decision making process: ..............................................................................................5
Porters five forces: ..........................................................................................................................6
Analyse the key marketing models for Adidas: ..............................................................................7
Ansoff Matrix:.................................................................................................................................8
BCG matrix of Adidas:....................................................................................................................8
STP of Adidas: ................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the different set of activities which are undertaken by the organisation
for promotion of buying and selling of the product as well as services in the well define manner.
Marketing include different kinds of theories which facilitates in providing effective information
regarding the market (Basil, 2019). This report is based upon Adidas which is an multinational
corporation and its headquarter is located in Herzogenaurach, Germany. The company provide
shoes, clothing and accessories. In this is report there are different marketing theories have been
used to describe the position of the company. Along with this, porters five force model has been
used to understand the competition present in the market. However it is essential to use STP to
understand the segment, target, position of the company.
Main Body
Explain the three marketing theories in the context of Adidas
Marketing theories help in maximizing the profit as well as sales of the company in such
a manner which help in making consumer believes that they availing high quality product and
service. Here are some marketing theories which are explained briefly down below:
Maslow Hierarchy of need
This is the theory which is consist of motivational theory comprising of five theory and
often it is described as hierarchical level of Pyramid. There are several needs which must be
satisfied before the individual can attends the needs to higher up there desire. Here are some
steps which are explained briefly down below:
Physiological need: They are basic human requirement which are required for the
human survival such as food and shelter. For the organisation like Adidas the management must
ensure about the basic need of the customers effectively as this will aid the company to
understand the needs of the customers which will the firm to offer high quality services to the
consumer.
Safety needs: After the completion of basic needs its comes the safety and security
needs. These are the most essential elements for the human being as they require stability in the
life. For Adidas they make sure they offer shoes as per the safety norms. Along with this, they
must also provide safety to their employees such as job security. This will help company to
create goodwill and brand image in the minds of customer's .

Love and belongingness needs: After the Physiological and safety needs it comes the
love and belongingness. Every human being require love and affection for towards there friends
and relatives. At this level the need for emotional relationship drives the human behaviour. For
the avoiding the problem like loneliness, depression and anxiety and this is important for the
people to feel love and accepted by the other people. For the company like Adidas manager
should ensure about there customer's are taken care with love and affection as this will help in
creating larger customers base.
Esteem needs: This is the fourth stage where customer's needs appreciation and respect
so Adidas must ensure about the while rendering the services as employees must attain the
customer in the well define manner. The company had also build the reputation as customers will
purchase the product as they have reputation and status in the society. In addition to the need for
feelings of accomplishment and prestige, esteem needs include such things as self-esteem and
personal worth. People need to sense that they are valued and by others and feel that they are
making a contribution to the organisation (Eisend and Kuss 2019).
Self actualization: This refers to the needs where people actually have to achieve their
full potential as the human being. Further this may be describe as the expatiation of talent,
capabilities and the potential etc. This belong to the personal growth and people are less
concerned with the opinion of others.
Customers decision making process:
Consumer decision making process involve the individual needs and gather the
information which assist in finding out the alternatives and make the buying decision process.
Here are the some of the steps in consumer buying decision making process which are briefly
explain down below:
Need recognition: The need recognition arise when a consumer exactly determines the
needs. Consumer feel like they are missing something which is essential to fulfil the demand as
per the requirement. So for the organisation like Adidas this is essential for the management to
identity the needs which are essential for the company to offer better quality product and
services. For example if the person is an athlete then they should identify there needs first. These
consumer decision making steps are considered to be important when an expensive brand is
under buying consideration such as shoes. So this important for the company to have proper
research as this will help in making providing high quality product to the consumer.