It is a household brand name with its three stripes logo recognized in markets across the world. Boxing light-heavyweight division at Rome 1960. ; Dick Busboys revolutionary new back-first high Jump technique at Mexico 1968, known as the ‘Fosters Flop’. ; Gymnast Nadia Assonance’s perfect 10 at Montreal 1976. The company’s product portfolio is vast, ranging from state-of-threat sports footwear and clothing to accessories such as bags, This case study demonstrates how aids used innovative watches, aware and other sports-related goods and equipment. Reeking strategies in its sponsorship deal with the London 2012 Employing over 46,000 people worldwide, the aids Group Olympic Games to engage with young consumers in the UK and consists of around 170 subsidiaries including Rebook, across the globe. Tailored-aids Golf, Rockford and CM-Hockey. The Group’s headquarters are in Hierarchical, Germany. In the second quarter of 2013 the Group’s revenue was в?3. 383 billion. The aids brand is built on a passion for sports excellence and The marketing mix For most organizations the marketing function is vital for survival.
The Chartered Institute of Marketing defines marketing as: innovative design to help athletes perform to the best of their ability. It is therefore no surprise that aids has supported many iconic ‘Marketing is the management process responsible for athletes to achieve great things at the Olympic Games. In the I-J, identifying, anticipating and satisfying consumer aids has partnered and supplied Team KGB since 1984. The requirements profitably. ‘ company’s heritage with the Olympic Games dates back to the Games in Amsterdam in 1928 when aids’ running shoes were debuted.
Footwear and clothing by aids has been seen on This definition outlines the key purposes of the marketing function. Athletes at every Olympic Games since. In fact, all British medal- These are: winning athletes at the last 8 Olympic Games wore aids products. ; to compete in a competitive marketplace ; to identify and anticipate consumer requirements and then satisfy these requirements ; to make a profit. As a market-orientated organization aids continuously identifies and reviews consumers’ needs to ensure its products meet these needs.
It aims to exceed customer expectations by adapting its product portfolio to meet the changing needs of consumers. It is this focus on its customers, teamed with product and marketing innovation, that plays a key role in aids’ success. Curriculum topics covered: ; The marketing mix ; Marketing strategies ; Sponsorship ; Measuring a promotional campaign Page 3 Every organization must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the ups, is a means of assessing how to balance the elements of the mix in order to meet customers’ needs.
The elements include: the right product ; sold at the right price ; in the right place ; using the most suitable form of promotion. No two businesses are identical, as such, every organization must decide on its own balance of the ups to suit its consumers’ needs. There are many internal and external factors that will influence an organization’s marketing mix. Key factors include the size of the business, the markets it operates in and available resources. Marketing strategies For a global organization like aids its marketing mix is tailored to specific markets.
This is known as international marketing as it Within the marketing function of any organization there will be key takes cultural and social differences into account when planning goals, or objectives, to be achieved. For example, increasing the marketing activity. Sports marketing is a key focus for aids’ market share by 3% or entering a new market overseas. To marketing mix. The growing popularity of sports as entertainment achieve these marketing objectives requires a plan that details the has led to a huge increase in sports marketing. The founder of actions needed.
These plans are referred to as marketing aids was one of the first people to see the potential of this form strategies. A key challenge for aids’ marketing strategies is of marketing when he sponsored the FIFE World Cup back in finding innovative ways to inspire and engage its 14-19 year old 1978. Sponsorship involves a business paying to be associated target audience. With another organization, event or TV programmer. For aids, London is a key focus for the sportswear market, for Like many new developments, the sports marketing function has both performance sportswear and sports fashion.