Case Study about : Adidas and FedEx,university project.

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1-Case Study about Adidas
Introduction
Since it was established in Germany in 1949, by Adolf Dassler, adidas has been synonymous with the
sporting industry. Today, adidas is a global public company and is one of the largest sports brands in the
world. The company’s product portfolio is vast, ranging from state -of-the-art sports footwear and
clothing to accessories such as bags, watches, eyewear and other sports-related goods and equipment.
Adidas and the Olympic Games
The adidas brand is built on a passion for sports excellence and innovative design to help athletes
perform to the best of their ability. It is therefore no surprise that adidas has supported many iconic
athletes to achieve great things at the Olympic Games. The company’s heritage with the Olympic Games
dates back to the Games in Amsterdam in 1928 when adidas’ running shoes were debuted. Footwear
and clothing by adidas has been seen on athletes at every Olympic Games.
This case study demonstrates how adidas used innovative marketing strategies in its sponsorship deal
with the London 2012 Olympic Games to engage with young consumers in the UK and across the globe.
Market mix
For most organizations the marketing function is vital for survival. The Chartered Institute of Marketing
defines marketing as:
‘Marketing is the management process responsible for identifying, anticipating and satisfying consumer
requirements profitably.’
This definition outlines the key purposes of the marketing function. These are:
 to compete in a competitive marketplace
 to identify and anticipate consumer requirements and then satisfy these requirements
 To make a profit.
Sports marketing
This is known as international marketing as it takes cultural and social differences into account when
planning marketing activity. Sports marketing is a key focus for adidas’ marketing mix. The growing
popularity of sports as entertainment has led to a huge increase in sports marketing. Sponsorship
involves a business paying to be associated with another organization, event or TV programmer.
Marketing strategies
Within the marketing function of any organization there will be key goals, or objectives, to be achieved.
For example, increasing the market share by 3% or entering a new market overseas. To achieve these
marketing objectives requires a plan that details the actions needed.

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Sponsorship
For adidas, London is a key focus for the sportswear market, for both performance sportswear and
sports fashion. This market sets more trends than anywhere else in the country. London 2012 gave
adidas a platform to target this audience but with a global reach.
 To ensure a clear association as Sportswear Partner of London 2012, Team GB and Paralympics GB.
 To engage and excite the 14-19 year old audience in order to drive brand preference in the UK.
 To deliver a Licensed Product Return on Investment (ROI) (branded and event branded licensee rights).
 To become the most talked about sports brand in 2012.
Promotion
Promotional activity is used to communicate with consumers about the brand and its products. As there
were more than 50 London 2012 sponsors, adidas needed to ensure it communicated the right
messages, at the right time, through the appropriate channels for its target audience.
The acronym AIDA is useful when planning promotional activity, promotion should aim to:
 Initiate awareness amongst consumers
 Generate interest for and desire to have the product
 Ensure action to purchase.
Above-the-line promotion
There are many different methods of promotion. Above-the-line promotion refers to traditional
methods of advertising, such as, print adverts in magazines and newspapers, billboards or online and TV
advertisements. example, an increasing number of people record TV and fast-forward the adverts,
innovative methods of below-the-line activity is becoming increasingly important to engage the
audience.
Above-the-line activity for adidas’ campaign included TV adverts that showcased the best UK talent
across sport, street and style. In these adverts athletes shared their intimate goals, fears and thoughts,
something which was dramatically different to other sponsors of London 2012.
Below-the-line promotion
Below-the-line promotion targeted at the youth audience was a key method for adidas to achieve its
marketing objectives. It used a wide range of promotional activities to create deeper engagement with
its audience, mixing traditional media with an innovative use of social and digital channels.
Social media played an integral part in adidas’ campaign. For example, on Twitter #takethestage became
the summer trend for supporting Team GB. Videos on YouTube created hundreds of millions of views, In
addition, a large photo booth was set up at Westfield shopping center in Stratford.

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Conclusion
An organization’s marketing mix is its own way to uniquely position the brand and drive sales. Using
innovative methods of sports marketing, on a scale never before seen in the industry, enabled adidas to
target the youth audience in London whilst also having a global reach through social media and online
promotion. Partnering the brand with London 2012, Team GB and the Paralympics engaged adidas’
target consumers and created huge amounts of support for Team GB before, during and after the
Games.
2-Marketing mix
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or
product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place.
However, nowadays, the marketing mix increasingly includes several other Ps like Packaging,
Positioning, People and even Politics as vital mix elements.
Adidas marketing mix
Every organization must look at its marketing in relation to the marketing mix. The marketing mix, often
referred to as the 4Ps, 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.
3-Adidas mission statement
The adidas Group strives to be the global leader in the sporting goods industry with brands built on a
passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands
and products to improve our competitive position.

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is defined as: “ “The process of The process of developing and maintaining a strategic fit between
developing and maintaining a strategic fit between the organization the organization’ ’s goals and
capabilities and its s goals and capabilities and its changing marketing opportunities.
Planning activities occur at the business unit, Planning activities occur at the business unit, product, and
market levels, and include: product, and market levels, and include:
 Defining the purpose and mission Defining the purpose and mission
 Setting objectives and goals Setting objectives and goals
 Designing the business portfolio Designing the business portfolio
 Developing detailed marketing and Developing detailed marketing and departmental plans
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2- Mission statements should.
• Serve as a guide for what the organization wants to serve as a guide for what the organization
wants to accomplish accomplish.
• Be “market -oriented” rather than rather than “product -oriented”.
• Be neither too narrow, nor too broad. Be neither too narrow, nor too broad.
• Fit with the market environment.
• Be motivating.

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Introduction:
FedEx Corporation provides customers and businesses worldwide with a broad portfolio of
transportation, e-commerce and business services. FedEx Express is the world's largest express
transportation company, providing fast and reliable delivery to every U.S. address and to more than 220
countries and territories. FedEx Express uses a global air and-ground network to speed delivery of time-sensitive
shipments, usually in one to two business days with the delivery time guaranteed.
Mission:
FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added
logistics, transportation and related business services through focused operating companies.
Customer requirements will be met in the highest quality manner appropriate to each market segment
served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and
suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to
the highest ethical and professional standards.
Mission Statement:
FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added
logistics, transportation and related information services through focused operating companies.
Customer requirements will be met in the highest quality manner appropriate to each market segment
served. FedEx Corporation will strive to develop mutually rewarding relationships with its employees,
partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be
conducted to the highest ethical and professional standards.
Vision:
The unique FedEx operating strategy works seamlessly - and simultaneously - on three levels.
 Compete collectively by standing as one brand worldwide and speaking with one voice.
 Operate independently by focusing on our independent networks to meet distinct customer
needs.
 Manage collaboratively by working together to sustain loyal relationships with our workforce,
customers and investors.

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Marketing mix:
Product
 FedEx Express is the second largest civil fleet around the world providing services across U.S.
mainland, Puerto Rico, the Dominican Republic and other Caribbean island.
 FedEx ground provides service around America and Canada.
 Home delivery and smart posts are also offered.
 FedEx trade networks provide custom and insurance.
 A toll free help line is provided to the customers at FedEx TechConnect.
 Other products include FedEx Supply Chain Services, FedEx Corporate Services, FedEx office and
Print Centers and FedEx Ship Centers.
 Customer care centers are always alert for criticism.
Price
 FedEx offers its discount program on FedEx ground specifically.
 Pick up services are provided with $6 as its additional cost.
 FedEx Ground will provided pickup service to business locations, upon request, for an additional
charge of $6 per week.
Placement
 Mainly located in United States and is catering the services within America and Canada but also
approaches to the destinations worldwide through its air fleet.
Promotion
 FedEx campaigns runs in the print media throughout the year.
 Spends heavy amounts on commercial ads, that’s why high quality ads are formulated and
remembered for year like John Moschitta ad.
 The company has been a chief and sometime sole sponsor of motor sports, football and a
number of sports being played at a junior level.
 One major reason of its success is political lobbying at large sale, billions of dollars being spent
until now with $4.9 million spent in first three months of 2010.