Chapter 1 - Introduction
Marketing communication can be regarded as a crucial component of promotion in any company. It can be defined as the diverse kinds of marketing strategies that are used by organization for reaching as well as making contact with the target market (Arslan and Altuna, 2010). There is a presence of varied ways in the areas of marketing communication. These are related to advertising, web blogs, public relation, sales and promotion, personal selling as well as direct marketing (Blakeman, 2007). It is thus essential towards carrying out a proper fragmentation of mass market, taking advantage of rapid growth in internet as well as making a strong mark in global market. Thus the area related to marketing communication assists towards increasing the awareness about company in the minds of consumers (Calabrese, 2012).
what could this research shed light on?
The major purpose of the given study is to analyze the effectiveness of web blogs that can be used as a tool in form of marketing communication and brand promotion. This has been prepared in context of ADIDAS which is well known company of UK. The usage of web blogs as a tool for of marketing communication and brand promotion is beneficial for the firms to attain competitive advantage (Valentini and Romenti, 2011). This will further aid in gaining of a superior business performance by attracting the consumers towards firm in the best possible manner. Hence, the given research study will aid in finding out how web blogs can be use as a marketing tool for the purpose of marketing assignment communications and brand promotions in case of Adidas, UK.
1.3 Research Objective
To identify how web blogs are used for marketing communications and brand promotions of Adidas, UK.
To analyze how effective web blogs are for marketing communications and brand promotions at Adidas, UK.
To make recommendations on how web blogs should be improved as marketing communications tool in Adidas, UK.
Chapter 2 – Literature Review
Literature review section of the report highlights the previous studies and researches which are related to the similar subject matter of the report. In these report precise details about the various frameworks and critical review about the effectiveness of web blogs as a tool for marketing communication and brand promotion of Adidas in UK is discussed.
Adidas AG is a German multinational corporation that manufactures sports shoes, apparel and accessories, etc. Major sports partners of Adidas are Premier hockey league, Race boots, and Green fitness table tennis association. Partnership with the different sports association is the major source of the marketing of the Adidas. As per views generated by Holschen, 2014, “Adidas is a global leader in the sporting goods industry which follows latest trends and expectations of sports and it is a brand built on obsession for sports and sporting life styles” (Holschen, 2014)
The website has further revealed about corporate mission statement which is to Major corporate mission of the company is continuously strengthening brands and products of the company for improving the overall competition in the market. Including this innovation and comfortable products brings to the market which helps those athletes who train different sports players to achieve peak performance. As per Michael, 2014, “Mission statement of the company also focuses on the quality, look, comfort, feel and image of every product to match and exceed the consumer expectations. As well as this organization follows different corporate social responsibilities that provides financial rewarding for their employees and shareholders” (Michael, 2014).
2.2 Marketing Communication
Marketing communication is a very important for promotion part of the marketing mix and four P’s; product, price, place and promotion. It can also define as different marketing strategies which are used by the organization to reach and contact with their target market through various types of communication (Valentini and Romenti, 2011). Adidas follows integrated marketing communication strategies which play an important role in sell, inform and influence the product and services of the organization to the customer (Stone, 2002). There are various ways for effective marketing communication, such as advertising, personal selling, effective public relation, direct marketing, sales and promotion, etc. As per Borowski, 2013, “Marketing communication is essential for fragmentation of mass market, rapid growth of the internet and electronic ecommerce and emergence of global market” (Borowski, 2013).
Web blogs is a new trend in marketing communication and it is very interactive marketing for the organization which provides appropriate feedback, review and opinions about their products and services of the company (Tran, Strutton and Taylor, 2012). Web blog is a very short form of the marketing which provide all information to our customers about the new product, special deals and culture behind a brand, etc. Thus, marketing communication is very important for increasing the awareness about the company in the customer’s mind. As well as web blogs are very helpful for enhancing the marketing communication activities of the organization and to take advantages of this new development as well.
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- Borowski, A., 2013. Adidas Marketing Strategy - An Overview. GRIN Verlag.
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