Case Study Analysis
Q1. Do you think that ads proclaiming Adidas’ heritage will be effective in helping build the brand in the United States?
Heritage is something that is passed from one generation to the other, with that knowledge in mind that proves that the company’s quality standards have surpassed the critics of the people.
The Adidas‘ ad, “Nothing is impossible”, suggests that one can achieve a dream, this usually goes for the sport’s lovers since most of them would aspire to be a famous Olympian one day. The simplicity of the ad campaign will be tagged in the minds of anyone who is reading it. The clarity of its meaning is easy to envision what the company wants to show to the people. Anyhow, even if one isn’t a sports fanatic knowing the quality of the Adidas’ shoes are already passable for the market to procure one of its products. The company does not only offer shoes but a lifestyle. What does this mean? It only means that Adidas had catered the needs of the younger generation like sports bag, gym and sports wear, but most of all, it has been flexible enough to meet the changing demands of the people. Ergo, they have become a trend. Trend is a changing universal phenomenon that drives people’s mind to go crazy on what is hot, what is in and what is currently saleable. This is where they meet the challenge in giving their products the edge among others. To become a top seller company, one must emphasize on its assets, on what they can give in the benefit of their customers and what they can teach in their advertisements to promote the product’s efficiency.
Q2. With an initial price tag of 0, the high-tech Adidas 1 is not targeted at a broad market. What role can the Adidas 1 play in the company’s public relations plan?
“Consumers have a composite portrait of a product. By fragmenting media strategies, a product’s image becomes fragmented. It is essential for a brand to maintain a consistent face in every aspect of the media: in classical advertising, at point of purchase, through mailings, or even touch screen interactive shopping…Advertising so interrupting, so daring, so fresh, so engaging, so human, so believable and so well-focused as to themes and ideas that, at one and the same time, it builds a quality reputation for the long haul as it produces sales for the immediate present.” (Leo Burnett, Leo Burnett advertising agency)
The above quotation proves that advertisement could make a difference. In the article, it was mentioned that they didn’t pay more attention to advertisements and this is the right time to change a perspective view of things. The quality or the performance of the product must excel in such a way that the public would do away of the amount. Would you prefer a low-priced shoe yet inefficient or a priced shoe in excellent performance? The customer would prefer the latter. This would be the right time to develop convenient strategies, as what been mentioned in the article, Adidas have been supporting the Olympic Games; a way to excel but one must go to a wider perspective. They must let the public view that Adidas 1 as a Futuristic Shoe, this is the edge.
Credit:ivythesis.typepad.com
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