BSM779 Group Project: Adidas Digital Marketing and Brand Experience

This group project analyzes Adidas' digital marketing and e-commerce strategies, focusing on brand experience within the context of digital channels. The project, completed for the MSc in International Hospitality Business Management, examines Adidas' historical background and current market position, including its revenue and global presence. It explores Adidas' objective to retain leadership in Europe and challenge Nike globally, emphasizing the importance of digital marketing in developed and developing markets. The analysis covers various digital marketing channels like Facebook and Google, and examines the brand experience through different dimensions. The project also includes a literature review on digital marketing, integrated marketing communications, social media, and POE media, followed by an evaluation of the esthetic, education, escapist, and entertainment experiences offered by the brand. Finally, it provides recommendations and a conclusion based on the findings, supported by relevant references.

BSM779: Digital Marketing and E-commerce
CW2: Group Project of brand experience through digital marketing
BSM779: Digital Marketing and E-commerce
Course Work 2: Group project of brand experience through
digital marketing
Adidas
Lectured by Sebastiano Mereu
Reported by
MSc in International Hospitality Business Management
Submission Date: 04 May 2018
Words Count: words
Table of Contents

BSM779: Digital Marketing and E-commerce
CW2: Group Project of brand experience through digital marketing
Table of Content
Introduction
Adidas
Objective
Literature Review
Digital Marketing
Brand Experience
Integrated Marketing Communications (IMC)
Social Media
POE Media
Email Marketing
Analysis and Evaluate
Esthetic Experience
Education Experience
Escapist Experience
Entertainment Experience
Recommendation
Conclusion
Appendix
Reference

BSM779: Digital Marketing and E-commerce
CW2: Group Project of brand experience through digital marketing
Introduction
Adidas
Adidas is a brand that has a more distinguished history and stronger connection with
sport in the world. The company is a German company that was established in the year 1949.
Since then, it has expanded in different parts of the world. Adidas is the largest manufacturer of
sports shoes and apparels in Europe and it is the second largest manufacturer of sports shoes and
apparels in world, after Nike. Adidas is the company of Adidas groups that also have Reebok,
Runtastic and other companies. The top three subsidiaries of Adidas are Reebok, Runtastic and
Matix. All the subsidiaries of Adidas also operate in sports market. The company has a revenue
of 19.21 Billion Euro with an operating income of 1.5 billion Euro. Adidas has close to 55,000
employees across the globe. The company is known for its quality products. Adidas also charges
premium price for its quality products. Choi, Ko, Kim & Mattila (2015) argued that Adidas has a
huge cult following of people and sports enthusiasts. In recent times, there has been an increased
push on health and fitness industry and this has improved the market position of Adidas. The
company follows the strategy of product differentiation wherein the objective of the company is
to create products that are unique in the market. The company always believe in providing best
products to its customers as the company wants to have high customer loyalty. The existing
customers of Adidas are the advocates of Adidas (Wilk & Arnould, 2016). The focus of the
company is to take all the stakeholders together and establish a culture of trust and transparency.
Objective
The objective of this paper is to discuss the digital marketing of Adidas. With the focus on
marketing channels, Adidas wants to retain its leadership position in European market. At the
same time, the company wants to challenge Nike at a global position. Adidas believes that the
investment in the markets like Australia would be a good step for the company to improve its
overall position in the market. This paper would address the digital marketing effort of Adidas at
a global level. The management of the company realizes that marketing is a key function for the
company to achieve its business objective. The company has a clear business objective to
increase its market penetration and the marketing activities would help the company to fulfill its
business objectives. Adidas has different layers of digital marketing focus across the regions. In
the developed regions like USA, Europe and Australia, the focus on digital marketing is more for
Adidas as these markets are matured (Nemati & Sajadi, 2015). However, the digital marketing
focus is limited in developing countries like India as they are not matured markets in terms of
Internet and digital. Adidas realizes that digital marketing is the way forward for organization as
it is the fastest way to reach out to consumers. The key platforms of digital marketing for Adidas
are Facebook and Google. With Facebook and Google, Adidas can actually reach out to
consumers in real time (Oleson et al., 2017). The digital marketing platforms like Facebook and
Google should also be used as a platform to address customer grievances.

BSM779: Digital Marketing and E-commerce
CW2: Group Project of brand experience through digital marketing
References
Choi, H., Ko, E., Kim, E.Y. and Mattila, P., 2015. The role of fashion brand authenticity in
product management: A holistic marketing approach. Journal of Product Innovation
Management, 32(2), pp.233-242.
Nemati, C.K. and Sajadi, S.N., 2015. Green Marketing Mix Impact on the Sporting Goods
Consumers' Purchase Behavior (Case Study: Adidas Consumers). Journal of Social Issues &
Humanities, 3(8), pp.140-144.
Oleson, M.A., Dibenedetto, C., Tomlinson, S., Van Noy, A.W., Vaterlaus, A.J. and Vincent,
S.M., adidas International Marketing BV, 2017. Sports electronic training system with sport ball,
and applications thereof. U.S. Patent 9,645,165.
Wilk, R.R. and Arnould, E.J., 2016. Why do the Indians Wear Adidas? Or, Culture Contact and
the Relations of Consumption. Journal of Business Anthropology, 5(1), pp.6-36.