The Marketing Mix: Promotion Strategies
Write a paper addressing the following question:
BACKGROUND: German sportswear company Adidas has seen both ups and downs in its fortunes. Having by 1990 built a solid reputation for good quality sports footwear the company suddenly found itself posting losses early in the '90s. Following a dramatic turnaround based on large (quintuple) increases in marketing and promotional spending and a strategy which focused more tightly on specific target markets, (Lindstrom, 2003), by 2002 the company had risen to 68th. place in the global rankings of brand value, (compared with arch-rival Nike's 35th place), (BusinessWeek, 2002). In 2005 Adidas acquired US sportswear maker Reebok, but saw its share price slump the following year, due in part to concerns about fit between the two companies, as well as a downturn in Reebok's sales, (Wasserman, 2006).
In 2008, just a few months before the opening of the Beijing Olympics, Adidas launched a new promotional campaign. Evaluate Adidas' new promotional campaign and assess whether or not it will succeed.
In answering the question ensure that you demonstrate your understanding of promotional strategies and factors affecting their success, as well as your learning from previous modules. Please provide 2-3 pages with references in order for me to expand to 5-6 pages long.