Strategic Marketing Case Study Example | Topics and Well Written Essays - 3000 words

Strategic Marketing - Case Study ExampleA brand is also considered to be a assay-mark or a product line. It is a distinctive name, which addresses, or identifies, a product, service, or a manufacturer. People purchase a certain brand in order to acquire a distinctive category and to show ownership of the brand that they favour.Companies must develop a securities industrying strategy. This process consists of coming up with a foundation (a basis) in which to work from. By creating a marketing strategy, companies can create an identity. This identity will be the trademark that used repeatedly in each communications in order for the company logo and message to be cognise by others. A companys brand, or otherwise known as a trademark or logo/motto, helps to differentiate the company from others and to provide uniqueness. It is suggest that there ar four marketing constituents that must be considered and understood when creating a marketing strategy. The marketing components offer the foundation and basis for the brand strategy. The four components are as follow (Developing Your Brand Strategy,To begin growing a marketing strategy, a company must first define its brand. Defining a brand creates a framework or foundation for each other factor to build on. Adidas marketing strategy was to focus on the rapidly growing sector of sports and retail. The company does not market sports but markets with sports. Although the two are quite similar and connected by the use of sponsors, marketing by sports involves employing communications in the communication process. An example is to market through an even such(prenominal) as the World Cup. This works tremendously as organisers of the event usually allow only one sports company to represent them (i.e., the formalised sponsor of the World Cup). Other companies are doing the same thing by incorporating Adidas into their marketing strategy. Even companies that typically do not have anything to do with sports are incorpor ating Adidas in delivering their brand. An example of this is when Mastercard, which has nothing to do with sports and athletics, uses Adidas in their commercials and other avenues of marketing because it recognises the powerful effects that television and football has on the public. (Hare, 1999.) Adidas also delivers the message that a sport product can also be an everyday consumer product. Sportswear is as fashionable as it is function-able. Branding is extremely important for Adidas as they market to the retail sectors. Polo shirts, track suits (or warm-up suits), and trainers are amongst the products that are popular with households. Knowing the target market is very crucial in determining the brand and all the steps that are required in doing so. A companys target market comprises of the people, which the company wishes to gain the attention and business of. Adidas defines their target market by characteristics such as psychographic, demographic, and geographic. With each targe t market, the marketing strategies change a