BMP4004 - Marketing Mix: Adidas in Contemporary Marketing Issues

This report provides an analysis of Adidas' marketing mix within the context of contemporary marketing issues. It begins by explaining the concept of marketing and the marketing mix, followed by a theoretical explanation of the 4Ps (Product, Price, Place, and Promotion). The report then introduces Adidas and applies the 4Ps marketing mix to Adidas footwear, discussing product strategies, pricing approaches, distribution channels, and promotional activities. The analysis highlights how Adidas utilizes these elements to target customers, build brand image, and enhance profitability. The report concludes by emphasizing the importance of the marketing mix as a tool for targeting customers and attracting them to the brand, suggesting that managers should focus on developing new marketing strategies to further enhance customer engagement.

Contemporary Issues
in Marketing

Table of Contents
Introduction......................................................................................................................................3
An explanation of marketing...........................................................................................................3
An explanation of marketing mix....................................................................................................3
A brief theoretical explanation of 4Ps marketing mix.....................................................................4
Introduction of product/service........................................................................................................5
Application of 4Ps marketing mix to the selected product/service..................................................5
Conclusion ......................................................................................................................................7
REFERENCES................................................................................................................................8

Introduction
Identifying and making the arrangements of the elements is known as marketing mix. As
marketing mix is the most important principle of marketing. As marketing mix is a type of tool
that helps the organisation in selling of their products and services to target their customers.
Marketing in now a days is very important because this helps in selling their products and
services to the customers and enhancing their base and profits as well (Eneberg, 2021). There are
various importance of marketing such as it helps in enhancing their profits and revenue and
building brand image and attracting customers towards the brand etc. the organisation taken in
this current report is Adidas. As it is one of the multinational corporation which was founded in
the year 1924 by Adolf Dassler. Company is dealing in variety of products such as footwear,
sportswear, apparel etc. they are effectively doing their marketing in the organisation. This report
covers discussion about a marketing mix of a particular product which is being offered by
Adidas.
An explanation of marketing
Marketing is the action of business organisation which helps in promoting of the products
and services to the customers. As this can be done through various marketing platform like
digital marketing, advertising, personal selling, public relation and word of mouth etc. marketing
can be the activity which is a set of institutions that is the process of creating, communicating,
exchanging and delivering of the offering or a products that is being selling by the organisation.
This involves clients, customers, society etc. this helps the organisation in achieving their aims
and objectives in most effective manner (Evans, and French, 2021). Now a days it is becoming a
key aspects of the business. Marketing helps the business in raising the brand awareness and
generating traffic. As this helps in generating leads and increasing the sales of the organisation.
And building trust in the brand of the organisation. There are various marketing strategies that
helps the organisation in enhancing their customer base and promoting their products and
services.
An explanation of marketing mix
Marketing mix is refers to the set of marketing which helps the organisation in selling
their products and service to customers. Organisation is technically using various marketing tools
in order to sell and promote their brand products and services. Managers of the organisation

make effective marketing plan which helps them in targeting their customers and achieving their
aims and objectives. As identification and arranging of the elements of marketing mix helps the
business in making their profits and revenues. Also by using marketing mix business can develop
their strength and weakness, they could become more competitive in the market and improve
their profit collaboration in various department. Marketing mix consist of Four elements which
are price, products, promotion and place. Marketing mix helps the organisation in developing
their brand image and identifying their targets products and services (Gbadamosi, 2021). The
components of marketing mix have undergone various arrangement in response related with new
technologies an there can be alteration in marketing best practice.
A brief theoretical explanation of 4Ps marketing mix
Marketing mix consist of four elements which are called as 4Ps. These are price,
products, place and promotion.
 Price is concerned with purchase of the product. Price is depending on the value of
products which customers should be able to give in return for that products. It can be
changeable according to the marketing strategy. A lower price can attract customers
towards products and services. While higher price request to customer quest action.
Further, in this price can be more than cost of production so that organisation could make
profit and revenue.
 Then next is product which company is offering to the customers in order to enhance
them and increase their satisfaction. It is the product of service which is being sold. It
should unique and creative so that customer could more attracts towards the products an
services. There can be various challenges which could be faced by manger sin order to
make a products and service so that it could be more enhanced by customers. If company
is making quality of products and services then they could able to attract more customers.
 Promotion is the next element of 4ps (Hamidi, and Worthington, 2021). As it involves
advertising, public relations and sales promotion and direct marketing. TV commercials
and internet advertisements can be regarded as the most important fro the organisation in
order to enhance their products and services. Promotion of the organisation can be done
through digital marketing, advertising on taxi cabs. Promotion is encompassing what is
being communicated and who is being communicating to, how it can be reached to the
customers and how this promotion happens.

 The last element of marketing mix is place as this is the physical location in which
customers can reach and buy their products and services. This involves distribution
centres, inventory decisions, warehousing and transports and franchises.
Introduction of product/service
The organisation which is taken in this report is Adidas. Adidas is one of the biggest
brand which is having the headquarter in Germany. Company is a creating variety of designs and
manufacturing shoes, clothes and other accessories (Hassan, and Soliman, Jenkins, 2021). It is
considered as the largest sports wear manufacturer in Europe. Company is the biggest
manufacturer of shoes. As this products is largely produced in all over the world. Adidas is
manufacturing the shoes which is very unique and they are making creativity in their designs so
that they they could attract more customers. There products are of high quality and that is why its
prices is moderate high as compared top other brands. It is having biggest competitors like
Reebok and Nike etc. Adidas is currently selling various running shoes that includes energy
boost and spring blade trainers. Its products are being selling through both online and offline
sources. Adidas excited a sneakier which is made of ocean plastics. This shoe is called as Adidas
future cart bio fabric. Company is creating a high range of products and their shoes are of high
quality in order to provide customers variety of products and services. Adidas is promoting this
products through digital marketing channels and making adverting so that more people could get
enhanced by the products and service they re purchasing and also at the time of occasions,
company is providing providing proper discounts to the customers (Wu, and Farkas, 2021). This
helps them in enhancing their customer base and making more profits and revenues.
Application of 4Ps marketing mix to the selected product/service
Adidas is the biggest brand of the sportswear as this is dealing in various products and
services. Company is doing marketing mix in order to target their customers according to their
products and services (Kurttila, 2021). The selected products of Adidas is footwear. The
marketing mix of the Adidas footwear is discussed below:
Product: The product which company is focusing on Adidas footwear. As this is mainly
used a sports wear shoes. They are mainly offering sports shoes to the customers. They are
heavily spending money on research and development department so that they could bring new
innovations and know customers preferences. Adidas shoes is also having partnered and

collaboration with the celebrities and by this they have launched variety of sports wear shoes and
attracting more customers. It is mainly focusing on their designs and innovations and using
updated and latest technologies in order to manufacture their products that is shoes. They re
providing variety of shoes and footwear to the customers. They are also focusing on providing
quality of footwear to the customers so that they could attract more customers. Company is
making those footwear which are futuristic and which can satisfy customer needs and demands
as well.
Price: The company is known for their quality of products they are providing to
customers. This is the second element of marketing mix. Adidas is focusing on providing stylish
footwear to the upper and middle class people (Liu, and Hei, 2021). Company is having the
prices which can compete with their competitors and other brands as well. They are using
competitive and skimming pricing strategy. For the launching of Adidas footwear, company is
using competitive pricing strategy by keeping in mind the competitors in the market. They are
having various competitors such as Reebok, puma and Nike etc. if company is launching any
new footwear design and making use of technological advances then they make use of Skimming
pricing strategy. As its footwear prices are more higher as compared to other brands because it is
providing high quality of products to customers.
Place : Place is the another element which being used in marketing mix. As this is the
most important element which consist of place in which customer could easily reach to the brand
products. Company is using both online and offline channels in order to sell their footwear. For
using the offline channel through Adidas outlets and multi brands outlets fro distributing their
footwear in most effective manner. Company is using various outlets and partnering with other
multi brands in various other cities to reach their mass audience. By doing online channels they
are using online websites like Myntra.com and flipcart.com, etc. company is using these
channels in order to sell their footwear and sportswear which helps them in development of their
brand image (Ma, Hoppe, and de Bruijne, 2021).
Promotion : this is the last element of marketing mix. As promotions of Adidas footwear
can be done through various methods. As company is doing both online and offline promotions
in order to enhance their customer base and develop their brand image. Company is doing
promotion through the tag line called “Go for the kill” as this means nothing can stop you from
achieving their goals and objectives. Some of the online and offline channels which company is

using for promoting their footwear is Online channels and offline channels. Online promotion
can be done through various digital marketing channels that is Facebook, You- tube and
Instagram etc. then another offline channels can be used such as televisions, events sponsorships,
and direct marketing in order to reach to their customers as well (Munten, Vanhamme, and
Swaen, 2021). So this helps them in reaching to their targeted customers and attracting them
towards the brand.
Conclusion
From the above it can be concluded that marketing mix a important tool of marketing as
it helps in setting the targeting customers. Marketing mix consist of four Ps which are price,
product, place and promotion. As marketing mix of Adidas shoes is discussed above. It is very
popular in all over the world. This helps the organisation in enhancing their customers and
increasing this profits as well. As marketing mix helps the organisation in targeting their
customers and attracting them towards the brand. Company shoes are most popular and this
brings more attraction towards the brand. The managers of organisation should have to focus on
developing new strategies in market in order to enhance customers as well.

REFERENCES
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