Integrated Marketing Communications Launch Of Adidas Protein Supplement

Political

Adidas is recognised as one of the renowned business enterprises in the world, which specializes in the production of a wide range and excellent sportswear, footwear as well as sports equipment. The company has been efficiently executed its business operations by using the trademark under the company’s name of Adidas, tailor-made Adidas Golf and Reebok (Adidas.com.au 2018). Its extensive business operations range from Europe North America and Asia Pacific region and comprising a strong workforce of over 40,000 employees engage in various parts of the world with around 200 subsidiaries, which exclusively focus on manufacturing. The company fundamentally focuses on sports whereas the brand specialises in footwear, apparels as well as sports accessories (Carter 2018). Adidas has attained a substantial level of prominence with its sports segment where buy the brand recognition of the company has been promoted in its sports such as running football basketball Tennis Cricket (Adidas.com.au 2018). The following paper will evaluate the brand repute of Adidas and its new product launch that is Protein Supplement that is essential for muscle growth. This protein supplement is equally effective for both men and women who are fitness conscious. In addition to this the paper will analyse 2 marketing theories (Ansoff Matrix and SWOT Analysis) and 2 marketing plans (Word of Mouth and Relationship Marketing). The newly launched product will benefit the athletes from consuming this supplements twice daily ranging from 1.5 to 2.0 per kg of the body weight.

Adidas’s marketing executives strategized a new marketing plan to introduce Protein Supplement product to successfully sustain its position in the sports retail domain (Cho, Fiore and Russell2015). As the company has been immensely prominent in delivering sports merchandise to customers ranging from all across the world, the new product of protein supplements also can be projected to obtain substantial recognition and loyalty from athletes and sportsmen who have been the ardent purchaser of the brand.

Political	Adidas will supply the Protein Supplement worldwide, thus needs to expand global supply chains. The company must follow political procedures while selling the new product online. Thus it should comply to global trade agreements and consumer safety product regulations.
Economic Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	Adidas must manufacture the new product in Saudi Arabia due to its labour intensive rate and low cost for creation. Furthermore, the recent sport wear sector of Saudi Arabia has witnessed a decline in net profit in sport s retail sales due to the sudden change in demographics. Adidas must take this as a vital avenue and penetrate into this market to develop a strong position and make a global recognition in areas where sports or fitness enthusiasm is not identified as valuable determinant like other countries such as Spain or Australia.
Social	As Adidas’s Protein Supplement products are primarily aimed for athletes their core focus group should be based on fitness conscious consumers with live for healthy life and sports (Jung and Sung2017).
Technological	As it is for the consumption of health conscious sportsmen, Adidas will evaluate this product through multi-level assessment and under varying conditions to check the efficiency of the product.
Legal	Adidas has possession of intellectual properties as well as IP systems. The company also design patents and defends their ownership against copiers and violation (Cho and Fiore2015).
Environmental	It decreases environment impact and examines unsafe substances and eradicate those factors.Created by author

Strength	Weakness
Broad Network High level customer trust and loyalty Composition of Protein  Supplement	Succession Distribution Expense
Opportunity	Threat
Emerging health concern	Competitors Created by author

Strengths

Adidas since its establishment has comprised a broad network of buyers who are spread across the world with approximately 200 subsidiaries who have been trading Adidas products.  Such a vast expansion not only ensures a smooth development of Adidas business but also takes into consideration on time supply of Adidas products range (Cho and Fiore2015).

High level customer trust and dedication- As Adidas comprises a multi-level marketing model, there can be witnessed an extensive level of reliance and dedication among the purchasers as well as stakeholders. The immense dedication further reinforces Adidas’s customer network and further guarantees reliable business performance.

Economic

Composition of Protein  Supplement- The newly launched protein supplements marketed for the athlete customer segment have been essentially designed with critical marketing planning and subcontracting few organic farms in Australia. As this product is exclusively purposed for fitness and sports enthusiasts, Adidas has given utmost assurance of its steroid and chemical free ingredients which is totally harmful to the particular buyer segment.

Weaknesses

Succession- The attainment of Adidas Protein Supplements can productively attribute to the leadership progress of the General Manager of Adidas Asia Pacific Region Steve Castledine. The GM of this region has been extensively working of the marketing and sales growth of Protein Supplement to attain a similar position in the market which it has for other products as well (Cho, Fiore and Russell2015).

Distribution Expense- The goods produced by Adidas is marketed worldwide and have a broad distributor network in countries like Saudi Arabia. However, the constraints in reaching the newly launched product in Saudi Arabia along with the number of expenses involved in product distribution have been profuse.

Opportunities

Emerging level of health concerns- Ansary and Hashim(2017) )claimed that the growing number of health concerns in recent times has been creating apprehensive situations among various fitness and sports enthusiasts. Adidas can attain this immense opportunity for health as well as nutritional supplements to cater to the fitness domain and obtain a high level of customer loyalty from its existing customer base.

Threats

Competitors- Adidas though have acquired a substantial level of recognition, however, has to deal with wide-ranging competitors ranging from Nike, Converse who manufactures similar products to similar buyer segments (Jung and Sung2017). However for Protein Supplement products the company has to compete with Optimum Nutrition Whey and Protei Supplies who are immensely popular in the Australian weight supplement market.

The Ansoff matrix essentially relies on four strategies based on products and customers. These strategies of the Ansoff Matrix model constitute market penetration, market development and diversification (Mahdiet al.2015).

Market penetration- Vignali(2015) state that because of its extensive prominence in sportswear range, Adidas with the development of protein supplements will generate a wide range of competitive advantages for it. However, by introducing new products, the company can enhance its sales growth without losing any impact on the business strategies which would enable to market the products (Bronnenberg and Ellickson2015).

Adidas can implement word of mouth marketing strategy to market Protein Supplements by embracing high exclusivity. Adidas introducing protein supplements will create a greater degree of interest with its broad range of customers. Thus offering exclusive access to its product can be distinguished as an effective process of employing word of mouth marketing strategies.

Social

Market development-Jung and Sung (2017) observe recently a strong prominence of Adidas in Europe and Asia Pacific region. In such an attempt, the company has a wide range of opportunities to expand more into these sectors with such unimaginable health and fitness product (Vignali2015). As a result, Adidas should distinguish the markets whereby it can successfully expand its business strategies with very less effort in relation to financial resources.

A specific level of concentration on this product also is distinguished to be a beneficial factor for Adidas and its sports produce segment if it is aiming to enhance its sales and profit growth in the other market (Cho and Fiore2015). Regions, where Adidas has no or rather no existence, should be significantly evaluated and the product range of protein supplements and other fitness goods must be launched there in order to gather a greater range of customers and enhance their brand image (Neupane 2015).

Product Development- Adidas can announce various types of attractive offers for its newly launched protein supplements to magnetize both the existing as well as new customer base. It can further identify particular target segments like prospective athletes and design its packaging in accordance to their choices (Cho and Fiore2015).

Adidas must involve social media for relationship marketing for launching its protein and fitness supplements. Adidas being an international brand has wide social networking channels such as Twitter, Facebook, Great Content and YouTube (Cho and Fiore2015). The company sticks to an enforced organizational culture as well as a set of values which divert it from its other tough competitors. Furthermore, it has worked out if the hierarchical structure for their social media analysis which can serve as a contributory tool for its new product expansion.

Diversification- The fourth factor of Ansoff’s matrix is related to diversification strategy that is regarded as a risk-taking approach, as companies may tend to incur extensive losses if they diversify devoid of any awareness of the type of business will facilitate the company to achieve successful profits and maximise revenues. Adidas, in this case, can diversify its business approaches into various segments where the organisation must choose an appropriate path with new products like Protein Supplements into totally unknown markets (Sasmitaand Mohd Suki2015).

Conclusion

Therefore from the above discussion, it can be concluded that if Adidas diversification strategy has been successfully implemented it can have greater risk factor due to its extensive cost and production of coal business performance. Thus the fourth factor of Ansoff’s matrix that is diversification can be considered as the most effective strategy. By implementing the diversification strategy Adidas can increase the recognition of the newly launched protein supplements in diverse markets. The company should especially focus in the unknown markets where Adidas has less prominence and enhance the fitness enthusiasm in the potential athlete range. Thus the company must use diversification for Protein Supplement product range to penetrate into global sports sectors and attract targeted buyers from across the world resulting to an increase in sales diversification strategies in a similar technique, which they have implemented in other successful markets to introduce new products that have given them the brand image of ‘Adidas’.

References

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