Contemporary Issues in Marketing: Practical Skills Assessment Portfolio

This report discusses the marketing campaign of Adidas Shoes, including objectives, measurement of success, and a campaign plan for various communication channels such as Facebook, Instagram, Twitter, YouTube, and the company website. The report also reflects on the effectiveness of the campaign in increasing sales, profit, and customer engagement.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
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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
As per the aspect of marketing there are various kinds of issues that has been
taking place within organizations marketing. It has lead towards increasing sales of
an organization making development possible more effectively. These issues are
based over various aspects related to marketing which are promotion and sales of
product and services provided by an organization. Issues relate to marketing helps
upon increasing organization productivity making organization grow over sales and
profit. The report relates with Adidas which is an multinational sports organization.
The report is based upon campaign of Adidas Shoes.
Campaign objectives
These are different objectives that has been developed by Adidas Shoes for
marking campaign. It has developed objective for business of an organization
making marketing campaign should be SMART(Amberg and McGaughey, 2019).
The objectives of marketing campaign of Adidas Shoes are as follows:
 Developing awareness of Adidas shoes brand within mind of consumer within
3 months.
 Increasing profit of an organization with 15% in the next six months
 Making customers more loyal towards brand within next 5 months.
 Increasing 16% engagement of customers on social media platform of an
organization.
 Increasing buying conversion rate with 5% in next 2 months.
 Increasing positive brand image of company in market.
Measurement of success
This is based upon buildings success over marketing campaign of Adidas
shoes over needs of firm over various measures that has been discussed as follows:
 Increasing shares and popularity of social media platforms within an
organization.
 Fluctuation over sales increase and decrease upon posting of image with
videos of Adidas Shoes through advertising platforms(Brunstein ed., 2016).

 Review of Adidas Shoes over various newspaper and magazine.
 Feedback is given by customers for products and campaign which has been
used by Adidas for promoting shoes.
 Measuring of variety of comments over social media platforms in creases
followers of an organization.
Campaign plan
Communicat
ion type
Week 1 Week 2 Week 3 Week 4
Facebook In the first week
managers of
business related
to Adidas Shoes
requires over
researching
about different
brand similar to
Adidas Shoes
for increasing
post customers
reacting upon
post existing
within the
organization
making negative
and positive
impact created.
In the next week
managers of an
organization
helping in
creating scheme
of colors in
images creating
impact over
target market
with its product.
As per this
week
managers of
Adidas Shoes
looking at
insights of
customers for
commenting
like as well as
share. In this
week
managers of an
organization is
able analyze
about initial
posting making
organization
successful in
nature. This
makes
organization
improve more
effectively.
In next week,
manager of an
organization is
based over
different buyers
reacting upon
various post of
an organization
. Through
messaging
event has been
organized by
an organization
which
enhances
brand
performance in
relation to
shoes that has
been served
and luck winner
will get free soft
drinks with it.

Instagram As per this
manager of an
organization
requires to post
initial post that
has been
attracting
customers and
interest has
been formed
within minds of
consumer in
relation to
product and
services(CHATT
ERJEE and
RAMESH,
2015).
In this mangers
of an
organization
helping in
posting
information by
asking different
questions to be
used over
ensuring regular
flow of post for
keeping interest
within product.
Managers of
Adidas Shoes
has been
checking upon
making
determination
of interest
making target
market
possible. If the
targeted market
is not
interested
within the
product then
they gain
understanding
over changes
made within
product as per
the needs of
customers.
This makes
adaptation
possible more
effectively of
product.
User of interest
within product
and services
makes
organization
navigate on
website of
Adidas Shoes.
There will be
advertisement
held by Adidas
Shoes.
Youtube As per the
organizations
needs over film
video which
makes creation
possible of
In order to
increase int
retest with view
of customers
managers of am
organization. It
In this
organization
looking
overviews
making data to
be collected
This is based
over needs of
viewers need
informed for an
upcoming event
at Adidas

interest in
consumers
upon needs of
organization
helping in
making
professional
requirements of
targeted market
fulfilled more
effectively(Chuk
wuka, 2015). It
needs should be
informative in
nature.
is required to be
shared video
over Youtube
and share
different social
media platforms
for increasing
shares of
videos.
upon
necessary
information
provided with
success
campaign.
Shoes through
website.
Twitter Managers of
marketing
campaign
assigns over
correct imagery
for sharing it
upon Twitter
with use of
effective
Hashtags that
does not
confuse
customer over
posts. The firm
is based over
creating help
which makes
This makes post
viral and allow
organization to
post on regular
basis that
cannot be
forgotten easily.
For checking
insights over
post and
search upon
hashtags used
by customer
through
positing
pictures and
tweeting about
Adidas Shoes .
Also
examination
about further
success
product more
effectively.
As per this
interested
views has been
informed by an
organization
upon events of
organization
through
websites.

audiences to
meet
Web page In this,
managers of
company needs
to ensure
information
used by
company is
informative as
well as intended
for purpose of
specified target
market (Gogoi,
2015). It also
helps in making
web page of
company more
efficient and
easy for
navigate.
It also helps to
check error in
system and
maintenance
required in
campaign.
This campaign
helps to
analyses
numbers and
views of
webpage as
there is link on
different
platform of
social media of
Adidas Shoes.
In also helps to
look at different
feedback form
views of
websites and
also talk about
potential buyers
of Adidas
shoes and
events that take
place.
Communication 1: Facebook
 Attention: Adidas shoes is one of those organization that has been using
different shoes which is based over constant changes by designing 10
second video making attention gained over user. This helps an organization
over attracting interest by showing different design and colors making interest
developed for an organization.
 Interest: This is based upon developing shoes and use organizational needs
in effective manner over various posts. Organization is adding link over
websites helping user to reach website of an organization. This is effective as
well as making fast approach developed over maintaining interest of
consumer.

 Desire: This is used for making desires formed within customers mind that
has been enforcing shoes which suits style over customers need. It makes
product of organization target with various personalities in market. Adidas
shoes has been using headline over playing and types of sports creating
desire within customers. It makes customers needs has been fulfilled more
effectively.
 Action: Organization has been adding link over showing options helping upon
making reach possible over website of Adidas. User of Facebook has been
commenting with positive and negative feedback over products of an
organization.
Communication 2: Instagram
 Attention: Attention of user is gained upon unique design of shoes for
attracting customers towards post of organization.
 Interest: Caption has been used by an organization over product needs
which has to be personalized over building strong relation within an
organization(Huselid and Becker, 2011). Adidas Shoes offering discounts
over products based upon interest to be created allowing products to be
created over products and images allowing user to comment upon products
helping in increasing interest over product more effectively.
 Desire: Hashtags has been created by an organization by increasing
awareness over brand as various user using hashtags. Customers of Adidas
shoes are taking pictures of shoes and post within Instagram account through
hashtags and organizations posting the picture of their own account, This is
an method of advertising creating design within minds of number of customers
which is used over forming positive image over surroundings of products. It
makes organization to be applied over products of an organization in positive
manner increasing value of organization more effectively.
 Action: Company is also adding link on their page which allow user to directly
visit website of company in order to purchase products. It also allows user to
comment, like and share post with their friends and family members.

Communication 3: Twitter
 Attention: This makes changing design and colors of shoes of Adidas with
eye catching for over customers gaining attention over many users.
 Interest: The post has been including over becoming world's fastest runner
over matter of time. It made own path created within finish lines. Since Adidas
has been developing sports shoes that is comfortable over sportsperson for
everyone loving sports shoes.
 Desire: The post has been containing image of sportsperson who creates
influence over making users create desire over buying products of Adidas.
 Action: Post of company over purchasing operations making user reach upon
website for buying products more effectively. They have been providing
feedback and problems related product posting within an organization.
Communication 4: YouTube
 Attention: This is base upon showing sports person within their video that
makes user look for sports shoes.
 Interest: Main purpose of video is based over providing awareness over
product of an organization(Jiang, and et. al., 2012). It allows users see
interesting things in relation over creating interest of users within an
organization making product promotion done more effectively.
 Desire: There are different qualities that has been used for explaining videos
and create desire of user to visualize aesthetic shoes more effectively.
 Action: Adidas shoes is based over You Tube platform based upon different
links with view of organization over product and prices. This makes buy
products of organization over website.
Communication 5: Website
 Attention: Adidas shoes is known for their sporty shoes in different design for
different customers. Therefore initial look of websites is showing pictures of
shoes.

 Interest: There are different design and variants are available of Adidas
shoes on their websites which create interest of user on products of company.
 Desire: This website is useful for customers as it provide various information
about company and its products. Adidas is producing shoes for men, women
and kids which also contain different variety that create design of a customer.
 Action: Websites of Adidas allow user to buy products to customers.
Company has also provided link of their website on different platform including
Instagram, Facebook, twitter, YouTube and many more.
Reflection on Campaign
The reflection is based upon understanding about different approaches that has
been used by Adidas shoes campaign over broader over increasing sales, profit,
brand awareness over loyalty of customers(Khan and Jahur, 2016). The organization
has been using various platforms like Facebook, Instagram, Youtube, Twitter and
others. This lead over development of campaign like Adidas including within social
media helping advertising products of an organization without any cost. It helps for
increasing awareness of products within organization. Since Facebook is most
widely used social media platforms helping an organization to reach to products of
an organization. Instagram is gaining popularity among young people providing
advantage to firm using platform more effectively. Adidas gain attention of
customer's more effectively.
Conclusion
From the above discussion it can be marked out that marketing campaign has
been using an organization within organization for increasing sales, profit,
engagement of customer with an organization which increases loyalty with brand.
There are various aspects like Instagram, Facebook, Twitter, YouTube increasing
engagement of customers within an organization.

References
Books and Journals
Amberg, J. J. and McGaughey, S. L., 2019. Strategic human resource management
and inertia in the corporate entrepreneurship of a multinational
enterprise. The International Journal of Human Resource
Management. 30(5). pp.759-793.
Brunstein, I. ed., 2016. Human resource management in Western Europe (Vol. 68).
Walter de Gruyter GmbH & Co KG.
CHATTERJEE, S. and RAMESH, R., 2015. LINKING TEACHING STYLE AND
LEARNING STYLE AS A MEASURE OF PERSON ENVIRONMENT FIT TO
ASSESS STUDENT PERFORMANCE. International Journal on New Trends
in Education & their Implications (IJONTE). 6(4).
Chukwuka, E., 2015. Communication as a Veritable Tool for Effective Human
Resource Management in Organization. Review of Public Administration and
Management. 400(3617). pp.1-13.
Gogoi, L., 2015. Human Resource Mangement and Politics and Public
Administration in India. International Journal of Scientific Research and
Mangement. 3(3). pp.2428-2434.
Huselid, M. A. and Becker, B.E., 2011. Bridging micro and macro domains:
Workforce differentiation and strategic human resource management.
Jiang, K., and et. al., 2012. How does human resource management influence
organizational outcomes? A meta-analytic investigation of mediating
mechanisms. Academy of management Journal. 55(6). pp.1264-1294.
Khan, M. A. and Jahur, S., 2016. Human resource development practices in some
selected business enterprises in Bangladesh: an explanatory
study. Indonesian Management and Accounting Research (IMAR). 6(1).
pp.16-32.