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Adidas Brand in the Hand

In: Business and Management

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UNIVERSITY OF THE WESTERN CAPE

Faculty : EMS School of Business and Finance

Course name : Advanced Marketing

Student Name : Shauna Windvogel

Student Number : 3209039

Assignment Title : The Brand in the Hand:

Mobile Marketing at Adidas

Course Code : MAN702

Lecturer Name : Prof Linda De Vries

Compulsory Plagiarism Declaration

I Shauna Windvogel, declare that the work attached is my own work. I acknowledge that copying someone else’s assignment or essay, or part thereof is wrong. All sources used in this work have been correctly referenced, using the Harvard system of in-text referencing. The work does not contain any sections that can be regarded as cut-or-paste technique, as a mere translation, or as “mono-phrasing” (work taken from a single source). I realise that a research argument has to be constructed, and declare that my text is a reflection of the integration of relevant sources. Further, I know that plagiarism is wrong. Plagiarism is to use another’s work and pretend that it is your own. Additionally, I have not allowed and will not allow anyone copy my work with the intention of passing it off as his/her own work.

Signed: [pic] Date: 12 March 2012

Table of Contents

Topic question: Given the reading of 2 marketing classics articles (13+17) and your understanding of marketing strategy processes consider recommending a specific market strategy for Adidas.

Contents

1. Introduction 3

2. Market Objectives of Adidas 4
2.1. Branding 4
2.2. Positioning Strategy 5

3. Segmenting Adidas 5

4. Considering the Family Life Cycle 8

5. Conclusion 9

THE BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS

Introduction

In entering the US market Adidas realised that the conventional methods used Europe will not suffice in this fierce market. Nike and Reebok was the fore...

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