Adidas Marketing Strategy During the Olympic Games

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Maric Demasy IESEG School of Management 21/01/2014 Maric Demasy IESEG School of Management 21/01/2014 Case Study Summary Case Study Summary Adidas marketing strategies during the Olympic Game Adidas marketing strategies during the Olympic Game Contents Introduction…………………………………………………………………p2 Adidas marketing strategies…………………………………………p3 Adidas promotion………………………………………………………..p4 Conclusion……………………………………………………………………p5 Introduction Adidas is a German company founded in 1949 by Adolf Dassler. It’s one of the big companies of the sports industry, easily recognizable by its three stripes logo. They are specialized in the sports footwear and clothing industry and own some other company like Reebok or Rockport. The team GB, which is the name of the Great Britain Olympic team, is supplied by Adidas for thirty years. At the last eight Olympic Games, every British medal-winning athlete have worn adidas product. 1.Adidas marketing strategies Every organization has key goals set in order to expand. For Adidas, the objective is to convince the fourteen-nineteen years old customers that they should buy their products. That’s why the Olympic Games of London represented a great opportunity to target this audience. As soon as they obtained the sponsorship deal with the team GB, they set four key objectives: • To ensure a clear association as Sportswear Partner of London 2012, Team GB and Paralympics GB • To engage and excite the 14-19 year old audience in order to drive brand preference in the UK • To deliver a Licensed Product Return on Investment • To become the most talked brand in 2012 To succeed, they begin to create the Great Britain athletes kits: It was a big challenge because the kits have to show Adidas is an innovative brand and in the same time the designer must meet the commercial sales target. So they call the famous stylist

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