An Analysis of Internet Marketing Strategies: Adidas Case Study Report

This report provides an in-depth analysis of internet marketing strategies, using Adidas as a case study. It covers various elements of internet marketing, including e-commerce, digital marketing, and the internet marketing mix, evaluating e-products, e-price, e-place, e-promotion, e-people, e-process, and e-physical evidence. The report compares different internet marketing tools (e-tools) like Facebook and Twitter, analyzes interactive order processing, and determines procedures for search engine marketing and opt-in email marketing. It also explores online public relations methods and the utilization of digital media communities. Furthermore, the report includes a secondary market research component and addresses the use of e-CRM. Finally, the report outlines a plan for internet marketing, referencing the use of Tesco Plc for market research.

internet marketing
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Contents
Task1..........................................................................................................................................................2
INTRODUCTION..................................................................................................................................2
a) Describe the internet marketing’s various elements................................................................2
b) EVALUATE THE INTERNET MARKETING MIX......................................................................3
c) COMPARE INTERNET MARKETING TOOLS – E-TOOLS....................................................3
d) Analyze the interactive order processing...................................................................................4
Task 2.........................................................................................................................................................4
a) Determine the procedure if marketing by search engine.........................................................4
b) Create an appropriate opt-in email marketing newsletter........................................................5
c) Determine the most suitable methods of online Public Relation............................................5
d) Determine the ways new digital media communities can be used by business...................6
TASK 3.......................................................................................................................................................6
a) Perform a secondary market research.......................................................................................6
b) DESIGN AN ONLINE SURVEY..................................................................................................7
c) Define the utilization of E-CRM...................................................................................................8
Task 4.........................................................................................................................................................9
a) Create a plan for internet marketing plan..................................................................................9
References..............................................................................................................................................12

Task1
INTRODUCTION
In the present times the most inexpensive and suitable technique for the companies to
communities their promotional message to the customer segment is internet marketing.
Some of the methods of internet marketing are email, social media marketing and
search engine etc. internet marketing is very beneficial due to the facts that it is less
costly and helps the marketers is achieving the their marketing objective by targeting
the market segment (Scupola, 2005). For this assignment Adidas is selected
organization. Adidas operates its business in footwear, apparel and equipment’s.
Adidas at present is making the right use of internet marketing
a) Describe the internet marketing’s various elements.
E-commerce, e-business, digital marketing, macro and micro aspects influencing the
internet marketing and advantages of internet marketing as some of the numerous
elements by which marketer can employ internet marketing to promote the products and
services of the organization to the potential customers (Thong, 2009). The marketing
techniques is which electronic devices like mobiles, personal computers , gaming
console, laptop, tablets and other handheld devices are utilized can be described as
digital marketing. Email, mobile apps, website and social network are the digital
marketing manifesto employed by Nike.
Digital marketing: a marketing method in which the electronic devices are used such
as mobile, PC, tablets and laptops etc. Program of digital marketing applied by Adidas
are Email, mobile apps and social networking
E-commerce: To exchange the services and products of the organization they make
use of computer network such as internet. Some of the technology used in e-commerce
are electronic data interchange, transfer fund, online transaction processing.

E-business: In the company the application of appropriate information and
communication technology to support the overall operation of the business is e-
business. Interactivity with customer, right customer segment targeted, extended scope
are the some of the benefits that Adidas can get from internet marketing (Tornatzky and
Klein, 2012).
Macro and micro factors: micro factors is the capability of applying advanced
technology, well-identified target customer and reacting to the customer demand.
Whereas micro factors are the technology, internet security policies, use of e-fund
transfer and paper money and customer privacy protection act. Both micro and Marco
factors can affect the internet marketing plan of Adidas.
b) EVALUATE THE INTERNET MARKETING MIX
Adidas uses the help of internet marketing mix for promoting the organizations product,
given below are some of four elements of internet marketing mix used by Adidas:
E-products: A product portfolio is created by Adidas through online medium, the
customers cannot physically feel the product through this medium, but the images given
by Adidas can give the customer idea about product suitability. Adidas gives a detailed
description of the products online to subdue the shortcoming of intangibility (Tornatzky
and Fleischer, 2010).
E-price: Adidas uses the pricing strategy of auction for setting the price of online
products so that they can attract the customers and enhance the sales.
E-place: A term always linked with Adidas is virtual organization where company is not
recognized as factory and the organization always subcontract to other manufacturers.
Adidas has created an online sales portal that is also related to virtual organization and
customer can buy directly from the portal.
E-promotion: Adidas is able to attract the customers always by using the unified online
promotional techniques such as e-mail marketing, search engine, social media etc.
E-people: In case of internet marketing Adidas has to hire new people to develop attractive
websites and write effective content. It will also need people that can effectively answer the queries
of the visitors of the website and give them the information needed by them. Efficiently passing the
information back to the management is also essential.

E-PROCESS: Process is also significant in internet marketing. Adidas must question resiliency in
their site, the capability to manage huge amount of customers, an accurate support system all the
time, and a proper process to address FAQs.
E-PHYSICAL EVIDENCE: Identifying the benefits customers can enjoy is difficult in case of internet
or online purchases. Therefore it is essential for the company to communicate effectively with
customers so that then can purchase the products or service with confidence. In online marketing
Adidas can use videos and pictures as a physical evidence that will make the customer feel more
comfortable.
c) COMPARE INTERNET MARKETING TOOLS – E-TOOLS
Facebook, YouTube, internet Protocol Television and interactive digital TV are some of
the e-tools that can be used by the company in the present time of internet marketing.
For forming the content tools of internet marketing are Pinterest, Facebook, Twitter
and RSS feed. While online marketer’s use the tools like alter service metrically and
mobile update tools to monitor and assess the internet marketing methods
performances. E-tools that are widely used by Adidas are Facebook and twitter (Wang
et al, 2010). A detaile discussion of the E-tools used by Adidas is given below
Twitter
An social site online which permits anybody to create an account and post Tweets is
Twitter. Tweets is the term used for electronic message created by the user containing
no more than 140 words and can be related to what user is doing, thinking etc.
Generally to have a more and direct bonding with the customer, organizations create a
Twitter account. Adidas has developed a Twitter account so that they can post events,
discount offers and many other information that would be gain the interest of the
customer. As it permits Adidas to share massive amount of information with large group
of individuals at no cost at all therefore it is beneficial for the company. And customers
can easily follow Adidas of Twitter and see all Adidas Tweets. customers can also post
their feedback of the Twitter by which Adidas can improve the subject matter of their
Twitter feed. There are nominal disadvantages of Twitter, but it is essential to analyze
the post on daily basis to ensure that contents are suitable. The company also have to

appoint someone with authority to keep the account active at all times as inactive
accounts will not be subscribed by anyone
Facebook
Facebook is another online social networking site that connects friends and families. For
the purpose of expanding the brand image and uniting with fans many companies utilize Facebook
create fan page. Adidas uses a similar method by creating their account that permits customers to
add the company on their Facebook accounts and view all updates of Adidas. By Facebook Adidas
stays connected to the customers and attracts new customers by giving them information and
answering any questions that are posted by customers. Just like Twitter face book is also cost free
and the contents on the fan page need to be checked on regular basis.
d) Analyze the interactive order processing
Adidas is one of the leading and famous retailer for shoes and apparel in the world and
to sell the products it chiefly used online tools. A special portal is developed by Adidas
for the sales and online stores of Adidas offers the products to the customer along with
the customization option for the online users that buys the products from the company’s
website (Jeyaraj et al, 2006). Five steps are followed by Adidas to accomplish the online
sales which are
 The first step is by using the toolbar on the website of company determining the
accurate product. These products can be searched by classifications like men,
woman and kids.
 Adding the product to shopping cart by choosing the quantity is the next step.
 In the third step the user are logged into their Adidas user account.
 The fourth step customer selects the mode of payment like PayPal, credit card
etc. and gives the address where the product will be delivered
 The last step of the internet sale is to recheck the order and make the final order.
The figure below illustrates the interactive order processing system of Adidas

Figure 1
Task 2
a) Determine the procedure if marketing by search engine
Search engine marketing is the procedure of amplifying the familiarity in the result
pages of search engine by using online promotional channels such as website
promotion. These promotions uses advertisements and optimization process. To
intensify the visibility in the search engine result page by using unpaid medium is search
engine optimization. SEO can give lots of benefits to Adidas like higher visibility,
attracting the targeted customers, cheaper promotion methods and decent reputation
(Lee-Kelley et al, 2003). The disadvantage SEO can give to Adidas is the use of Black
hat tactic by the participants and changing position in the search engine.
Regarding the process of marketing by search engine, robot program searches for the
information from each site and each page on the bases key word to accumulate the
information. Search engine utilizes the Ranking algorithm to list the pages and relate to
a certain word. Relevance calculation is used by the search engine in order to list the
pages in a sequence depending on the subject matter of the hundreds and thousands of
pages. Assessment on the quality of the webpages is also performed by the search
engine.

b) Create an appropriate opt-in email marketing newsletter
Opt-email marketing is the marketing tool in which few offers the probability of receiving
bulk e-mails. The organization in order to inform the customer about the product of the
company send mail to large amount of customers (Mirchandani and Motwani, 2011). In
the unconfirmed opt-in without putting any efforts to check that email is related to the
right person the software is given the list of email. While in confirmed opt-in efforts are
made to check that email related to right person.
Figure 2
c) Determine the most suitable methods of online Public Relation.
To influence the individuals instead to mentioning the brand content is the aim of both
online PR and Traditional PR. Online PR can encompass online pick up and social
media. Some of well-known online PR means are wikis, blogs, industry websites and
twitter feed etc. interconnection with target customer, less costly, high reach, substitute
communication channel and high effectiveness are some of the advantages that can be

gained by Adidas by using online PR. High criticism, inability to get 100% responses
and large amount source are some of the disadvantages of using online PR. Some of
the best activities that can be included in online PR are by using offline method
supporting the online media, mobile commerce, online partnership and affiliation and
viral marketing program
d) Determine the ways new digital media communities can be used by business
An activity of offering access to digital media like multimedia content and computer
program to form a community of internet that can be mutually benefited is file sharing.
Flicker, twitter and YouTube are some of the example of sites of file sharing. These file
sharing services are significant for the company because these services can be used to
protect and sustain the data of the company despite the fact the company’s constrained
capacity and willingness to sustain the onsite technology (Olsen & Johnson, 2013).
TASK 3
The example of Tesco Plc will be used in the task 3 and 4, the business of this
organization is being performed around the globe.
a) Perform a secondary market research.
In order to perform secondary research on Tesco CRM many source like internet,
journal, and articles and so on have been used me. The secondary search outcome
highlights that Tesco uses the customer need analysis by customer preference based
research coupled with understanding the consumer buying behavior and customer
wants for value preposition. The secondary research by which qualitative data is
collected can help Tesco in implementing effective and useful CRM strategies. Tesco
has implemented in UK a countrywide loyalty program to gain the loyalty of the
customer and customers can be given special rewards for making bulk purchase form

Tesco. High technology can also be used by Tesco this technology will provide Tesco
with information about the purchase history of the customer and their buying
preferences. Some of the tools that can be used to provide information for secondary
research is google insight, blogs, and research communities. To assess the customer
satisfaction level for Tesco online tools are quite helpful as they provide both
quantitative and qualitative data.
b) DESIGN AN ONLINE SURVEY
The main aim of Tesco in designing the online survey is to customer’s satisfaction
towards the values provided in term if pricing, behavior of staff, technology used and
quality of the products and services by the products. The online survey is designed by
Tesco on its website and blog to get the response from the customer after the purchase.
Tesco provides customers with gift vouchers in order to encourage the customer to fill
the survey and get their feedback (Peppers and Rogers, 2013).
Tesco can use both open ended and close ended question in the online survey to
assess the customer satisfaction. Given below are few of the open and close ended
question that can be included in the online survey:
To evaluate the customer satisfaction Tesco can use both open ended and close ended
questions. Example:
Closed ended question
a) Is the pricing strategy adopted by Tesco provides value for money
 Strongly agree
 Agree
 Disgaree
Open ended question
a) Give recommendation for staff training to improve the customer satisfaction
Customer satisfaction survey, Walmart
1. Did you ever visited Tesco Store?

Yes
No
Don’t remember
2. How will you rate the products quality that are sold in Tesco ?
Very good
Neutral
Very Bad
3. Is the behavior of the staff at Tesco good and are the properly trained
? Yes
Neutral
No
4. In terms of pricing, quality and staff behavior rank you general satisfaction.
7-10
4-6
1-4
5. Considering the customer satisfaction rank the top retailer from 1 to 3. 1 being the best.
Walmart
Tesco
K-Mart
3
3

c) Define the utilization of E-CRM
Association’s technique that spotlights on setting up a solid association with the clients
is considered as the idea of the client relationship administration. The procedure of
utilizing the promoting methods and apparatuses over the web like information
gathering, email, warehousing and information mining, site thus on can be portrayed as
the electronic CRM. The plan to building up an electronic CRM is to set up versatile
connection with the clients and enhance the general capacity for the clients. To build up
a decent relationship between the purchaser and dealer a mix of individual’s procedure
and innovation is utilized by Tesco as a part of their E-CRM system (Hamid and
Kassim, 2004). The utilization of cutting edge innovation and accentuation on the client
driven methodology brought about the E-CRM received by Tesco so as to upgrade the
consumer loyalty for the items and administrations gave by Walmart. The E-CRM is a
product utilized by the Tesco for enhancing the association with the client so it can
create faithful client's portfolio that can help the organization in setting up an upper hand
over its adversaries. Getting structure the clients of the association dedication is the one
of the key points of interest offered by E-CRM. The adjustment of E-CRM likewise help
with having a superior comprehension of the client of the association that thusly help the
association in giving better esteem to the client in view of their purchasing conduct and
purchasing inclinations. Case in point the arrangement of E-CRM received by Tesco
records all the past buy made by the client and the inclination of the client towards a
particular brand so when the client's returns to Tesco suitable recommendations can be
made in view of this information. This viable suggestion in view of the similarity of the
client will help Tesco in enhancing its deals and income. Also a few clients are more
agreeable is sharing the data through the E-CRM received by the organization as
opposed to being physically reached to share the data about the inclination for a brand
or an item. The E-CRM embrace by Tesco will likewise bolster the association in
building up a suitable estimating methodology and additionally advancement system
that will be founded on the client needs.
Task 4