Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
Comparative study between conventional marketing and E marketingUsman Khalid
This document provides an overview of the effectiveness and application of e-marketing in Pakistan compared to conventional marketing. It discusses how companies in various industries in Pakistan, including airlines, banking, and garments, are utilizing e-marketing techniques like websites, emails, mobile apps and social media to engage with customers and conduct business online. While conventional marketing is still widely used, more companies are recognizing the benefits of e-marketing in terms of lower costs, greater convenience, and ability to target broader audiences.
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
impact of advertising on brand loyalty with the moderation of consumer buying...Aamna Shakeel
This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
The prospective paradigm of Marketing Studies: Internet of ThingsYiğit Kalafatoğlu
A Semi-Academic Journal about #IoT:
Today’s entry-level technologies are tomorrow’s daily rutine. Especially in urban life cycle, technology driven solutions has been a common, normal expectation of daily lives. When we consider digital natives, we see that they have been living their lives out loud through social media. This is just the beginning. What social media brought to the discipline of marketing is just outdated now. We need to reconsider; what is next?
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
Studying the Link Between Volume of Media Coverage and Business Outcomes. Udit Joshi
My study is based on exploring the Link between Volume of Media Coverage and Business Outcomes. The main purpose of this study is to gather and classify the varying factors used in marketing mix modeling, and to look at how public relations is represented therein. Only a few studies albeit have actually been published on the topic within industry literature lacking especially in the Indian context. I would also like to bring upon the issue of Online Media an emerging area for marketing mix modeling which is of particular interest to the practitioners for measuring public relations through websites and consumer-generated media.
Understanding how news and advertising interact is important, from two perspectives. From a business management perspective, this understanding would enable a company to develop optimally-effective integrated communications plans and to allocate resources appropriately. From a theoretical perspective, there is the promise of deepening our understanding of how people integrate messages received from different forms of mass
communication.
While this study focused on how the volume of media coverage relates to brand value, reputation in the media is often a greater predictor of brand value and business outcomes such as sales. In industries that involve more research before purchases are made, the editorial content that results from PR can account for nearly half of brand value.
In industries that exhibit a stronger link between media coverage and brand value, managers in these product categories need to pay special attention to the way the brand’s value is impacted by its communications activities.
‘Earned media’ that results from public relations efforts may be more important than advertising to brand value, especially for companies that sell feature-rich, high-involvement and complicated products such as consumer durables. Findings from the study reveal that industries that sell high involvement products - where a buyer invests time and effort in deciding what to buy than buying by impulse.
Public Relations could be used as a powerful tool to draw customer attention. A timely and topical issue can be news that drives media coverage, getting the company’s name or brand more visibility.
Objectives
As a researcher I delve into the following spheres:
1. Constituents of Brand identity and role of PR in Brand identity
2. Reaching your direct customer through PR with stress on online PR efforts.
3. Empowering customer to make an informed decision.
4. Helping customer research the product at the information seeking stage of the buying decision model.
5. Trust has become a major issue in the post-bubble business world. Relationship building protects a firm’s long-term competitiveness.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
Comparative study between conventional marketing and E marketingUsman Khalid
This document provides an overview of the effectiveness and application of e-marketing in Pakistan compared to conventional marketing. It discusses how companies in various industries in Pakistan, including airlines, banking, and garments, are utilizing e-marketing techniques like websites, emails, mobile apps and social media to engage with customers and conduct business online. While conventional marketing is still widely used, more companies are recognizing the benefits of e-marketing in terms of lower costs, greater convenience, and ability to target broader audiences.
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
impact of advertising on brand loyalty with the moderation of consumer buying...Aamna Shakeel
This document discusses a conceptual framework for examining the impact of advertising on brand loyalty, with consumer buying behavior as a moderating factor. The authors propose that ad likeability, persuasiveness, and brand personality created in ads influence consumer intentions and buying behavior. A creative, well-executed ad can change consumer purchase decisions and behavior. The brand personality portrayed in ads also impacts buying behavior, as consumers relate brand traits to their own personalities. Positive effects on buying behavior from these advertising dynamics ultimately lead to increased brand loyalty, which provides competitive advantages. The authors present hypotheses and review prior literature on these topics.
The prospective paradigm of Marketing Studies: Internet of ThingsYiğit Kalafatoğlu
A Semi-Academic Journal about #IoT:
Today’s entry-level technologies are tomorrow’s daily rutine. Especially in urban life cycle, technology driven solutions has been a common, normal expectation of daily lives. When we consider digital natives, we see that they have been living their lives out loud through social media. This is just the beginning. What social media brought to the discipline of marketing is just outdated now. We need to reconsider; what is next?
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
Studying the Link Between Volume of Media Coverage and Business Outcomes. Udit Joshi
My study is based on exploring the Link between Volume of Media Coverage and Business Outcomes. The main purpose of this study is to gather and classify the varying factors used in marketing mix modeling, and to look at how public relations is represented therein. Only a few studies albeit have actually been published on the topic within industry literature lacking especially in the Indian context. I would also like to bring upon the issue of Online Media an emerging area for marketing mix modeling which is of particular interest to the practitioners for measuring public relations through websites and consumer-generated media.
Understanding how news and advertising interact is important, from two perspectives. From a business management perspective, this understanding would enable a company to develop optimally-effective integrated communications plans and to allocate resources appropriately. From a theoretical perspective, there is the promise of deepening our understanding of how people integrate messages received from different forms of mass
communication.
While this study focused on how the volume of media coverage relates to brand value, reputation in the media is often a greater predictor of brand value and business outcomes such as sales. In industries that involve more research before purchases are made, the editorial content that results from PR can account for nearly half of brand value.
In industries that exhibit a stronger link between media coverage and brand value, managers in these product categories need to pay special attention to the way the brand’s value is impacted by its communications activities.
‘Earned media’ that results from public relations efforts may be more important than advertising to brand value, especially for companies that sell feature-rich, high-involvement and complicated products such as consumer durables. Findings from the study reveal that industries that sell high involvement products - where a buyer invests time and effort in deciding what to buy than buying by impulse.
Public Relations could be used as a powerful tool to draw customer attention. A timely and topical issue can be news that drives media coverage, getting the company’s name or brand more visibility.
Objectives
As a researcher I delve into the following spheres:
1. Constituents of Brand identity and role of PR in Brand identity
2. Reaching your direct customer through PR with stress on online PR efforts.
3. Empowering customer to make an informed decision.
4. Helping customer research the product at the information seeking stage of the buying decision model.
5. Trust has become a major issue in the post-bubble business world. Relationship building protects a firm’s long-term competitiveness.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
A study on brand awareness towards samsung mobile products with competitorakhilplakkal
1. The document discusses brand awareness of Samsung mobile products compared to competitors' products. It provides background on the mobile manufacturing industry and importance of brand awareness.
2. The objectives are to study Samsung's popularity, examine its communication facilities, understand innovative technologies, and identify important competitors.
3. The methodology includes a survey of 50 customers using a questionnaire, observation, and secondary data from sources like the internet, books and journals. The study aims to provide clarification on competition and competitors in the mobile space.
Impact of media over consumer buying behaviour on the people who play golf in...Dinesh Bhatt
This document provides details about a summer training report submitted by Dinesh Bhatt to the Department of Management Studies at Dehradun Institute of Technology about his internship with Value2ad studying the impact of media on consumer buying behavior from products displayed in golf courses in Delhi and the NCR region under the supervision of Mr. K. Srinivas Rao, Chief of Operations at Value2ad. It includes declarations, acknowledgements, an executive summary and outlines the research methodology, data analysis, findings, and conclusions of the study.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document summarizes key insights from a panel discussion on the evolution of marketing at an event called "Marketing Unbound". Some of the main points are:
1) Modern marketers must develop strategies to reach and engage consumers, help create satisfying products, and drive business performance, not just advertise.
2) Asian consumers are highly connected and have different expectations, wanting to communicate with brands via mobile and social media.
3) Changing consumer behaviors are driving changes in how marketing is managed both internally and with partners. The role of CMOs is evolving.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
The document discusses key differences between marketing and selling concepts, philosophies of marketing, and marketing analysis and environment forces.
The marketing concept focuses on understanding customer needs and wants to produce products that satisfy them, while the selling concept focuses more on selling goods produced regardless of customer wants.
Marketing philosophies include production, product, selling, and societal concepts. Marketing analysis involves a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats, and match strengths to opportunities while mitigating weaknesses and threats.
Microenvironment forces close to the company like customers, suppliers, and departments must work together to create value. Macroenvironment forces from broader society like demographics and environment trends also influence companies and markets.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
[Project] Customer experience and buying behaviour in e-commerce sitesBiswadeep Ghosh Hazra
The growing usage of internet in India provides an extremely lucrative market for many retailers and businesses. If e-retailers get to know the factors that broadly affect online behaviour, and the corresponding relationships between the type of online buyers and these factors, then they can further fine tune their marketing strategies to convert potential customers into permanent customers, while keeping the existing online ones.
This project on consumer behaviour is a part of a study, that broadly focuses on the factors which Indian online buyers keep in mind while they are shopping online. The research conducted found that Customer Service, Customer Review/Recommendations and Discount/Offers are the three dominant factors that influence online consumer perception. Consumer behaviour is an applied discipline because some decisions are significantly affected by their expected actions. The two perspectives that demand application of its knowledge are societal and micro perspectives. Internet is changing the very method consumers shop, buy goods and services, and has rapidly become a global phenomenon.
Today all companies must use the Internet with the goal of cutting marketing costs, and at the same time, received quantitative information; thereby reducing the price of the services and products, the companies offer. High competition compels companies to continuously look for cost cutting measures. Companies also use internet to communicate, convey and disseminate information, to take feedback, conduct satisfaction surveys with customers and most importantly, to sell the product.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
Advertisement remains a major tool for telecom companies to gain market share in Nigeria. The study investigated the effects of advertisements on consumer brand preference among the major telecom brands (MTN, Airtel, and Glo) in Nigeria. A mixed-methods approach was used, collecting data through questionnaires and interviews with 200 university students and 80 people at a market. The study found that advertisement creates awareness and influences consumers' choices, with 60% of MTN users reporting they chose the brand after learning about promos from advertisements. However, perceived quality may outweigh advertising, as MTN maintains the largest market share despite competitors' advertisements, since it is seen as providing the best reception. Celebrity endorsements can increase brand recall
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
A detail analysis on the roles of Digital marketing over Conventional marketingTanushree
The key to a great marketing campaign is to find the right balance between traditional and digital marketing. In the current scenario, digital marketing is the yin to traditional marketing’s yang. This report is purely focused on the work experience and whatever I have learned as an Intern at D.M Challenger, A Time
Bazaar Pvt Ltd. Company.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.
Role Of Social Media In Contemporary MarketingIsman Tanuri
This document provides a literature review on the role of social media in contemporary marketing. It discusses how social media has changed the marketing landscape and forced businesses to rethink their strategies. While some experts argue that social media is not for direct marketing, the document argues that social media allows for two-way engagement between brands and customers. It also discusses how social media enables the creation of influencers who can spread word-of-mouth marketing through their networks, which has been shown to be more effective than traditional marketing approaches. The key is for brands to identify and influence the most connected influencers in order to maximize their return on influence.
Project report on marketing mix and competitive analysis of pureit hulJitender Kumar
This document provides an overview of Hindustan Unilever Limited (HUL), India's largest fast-moving consumer goods company. It details that HUL was founded in 1933 and today has a portfolio of over 35 brands across 20 categories. The document outlines HUL's history of mergers and acquisitions over the decades. It also provides brief descriptions of HUL's business segments and historical milestones such as name changes. In summary, the document introduces HUL as India's largest FMCG and describes its portfolio growth through mergers and brand/business acquisitions over 80+ years of operations in India.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
This document summarizes the terms and conditions for agisting horses at Oatleigh Meadows Sunshine Coast Horse Agistment. It outlines fees, responsibilities of owners and agistors, recommended items to bring, veterinary and farrier services, feeding and care services provided, and policies regarding late or unpaid fees. The agistor is not liable for any illness, injury or death that may occur to horses. Owners must sign an agistment contract and are responsible for all costs incurred, including veterinary bills. Late fees are charged if agistment fees are unpaid and horses may be sold after 12 weeks to cover outstanding costs owed to the agistor.
Apostila demolições e escavação%2c fundação e desmonte de rochas.Reginaldo Silva
O documento discute as normas de segurança e saúde no trabalho na indústria da construção civil de acordo com a NR-18. Ele explica que a NR-4 classifica a construção civil como de grau de risco 3, requerendo serviços especializados em segurança e saúde. Também descreve os requisitos para o Programa de Condições e Meio Ambiente de Trabalho na Indústria da Construção e a alocação mínima de tempo dos profissionais de segurança e saúde.
A study on brand awareness towards samsung mobile products with competitorakhilplakkal
1. The document discusses brand awareness of Samsung mobile products compared to competitors' products. It provides background on the mobile manufacturing industry and importance of brand awareness.
2. The objectives are to study Samsung's popularity, examine its communication facilities, understand innovative technologies, and identify important competitors.
3. The methodology includes a survey of 50 customers using a questionnaire, observation, and secondary data from sources like the internet, books and journals. The study aims to provide clarification on competition and competitors in the mobile space.
Impact of media over consumer buying behaviour on the people who play golf in...Dinesh Bhatt
This document provides details about a summer training report submitted by Dinesh Bhatt to the Department of Management Studies at Dehradun Institute of Technology about his internship with Value2ad studying the impact of media on consumer buying behavior from products displayed in golf courses in Delhi and the NCR region under the supervision of Mr. K. Srinivas Rao, Chief of Operations at Value2ad. It includes declarations, acknowledgements, an executive summary and outlines the research methodology, data analysis, findings, and conclusions of the study.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
The document summarizes key insights from a panel discussion on the evolution of marketing at an event called "Marketing Unbound". Some of the main points are:
1) Modern marketers must develop strategies to reach and engage consumers, help create satisfying products, and drive business performance, not just advertise.
2) Asian consumers are highly connected and have different expectations, wanting to communicate with brands via mobile and social media.
3) Changing consumer behaviors are driving changes in how marketing is managed both internally and with partners. The role of CMOs is evolving.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
The document discusses key differences between marketing and selling concepts, philosophies of marketing, and marketing analysis and environment forces.
The marketing concept focuses on understanding customer needs and wants to produce products that satisfy them, while the selling concept focuses more on selling goods produced regardless of customer wants.
Marketing philosophies include production, product, selling, and societal concepts. Marketing analysis involves a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats, and match strengths to opportunities while mitigating weaknesses and threats.
Microenvironment forces close to the company like customers, suppliers, and departments must work together to create value. Macroenvironment forces from broader society like demographics and environment trends also influence companies and markets.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
[Project] Customer experience and buying behaviour in e-commerce sitesBiswadeep Ghosh Hazra
The growing usage of internet in India provides an extremely lucrative market for many retailers and businesses. If e-retailers get to know the factors that broadly affect online behaviour, and the corresponding relationships between the type of online buyers and these factors, then they can further fine tune their marketing strategies to convert potential customers into permanent customers, while keeping the existing online ones.
This project on consumer behaviour is a part of a study, that broadly focuses on the factors which Indian online buyers keep in mind while they are shopping online. The research conducted found that Customer Service, Customer Review/Recommendations and Discount/Offers are the three dominant factors that influence online consumer perception. Consumer behaviour is an applied discipline because some decisions are significantly affected by their expected actions. The two perspectives that demand application of its knowledge are societal and micro perspectives. Internet is changing the very method consumers shop, buy goods and services, and has rapidly become a global phenomenon.
Today all companies must use the Internet with the goal of cutting marketing costs, and at the same time, received quantitative information; thereby reducing the price of the services and products, the companies offer. High competition compels companies to continuously look for cost cutting measures. Companies also use internet to communicate, convey and disseminate information, to take feedback, conduct satisfaction surveys with customers and most importantly, to sell the product.
Return On Involvement - A Consumer Perspective On AdvertisingKim Lykke Andersen
This document provides an abstract for a thesis that explores how consumers' perceptions of creative advertising affect their motivation for brand involvement. The study uses qualitative focus groups to understand how different types of advertising communication elements influence brand involvement. The findings suggest that creative ads that relate to consumers' self-identity, relationships with others, and social causes are most effective at generating brand involvement. Future advertising should consider how brand messages align with these aspects of consumers' lives.
Advertisement remains a major tool for telecom companies to gain market share in Nigeria. The study investigated the effects of advertisements on consumer brand preference among the major telecom brands (MTN, Airtel, and Glo) in Nigeria. A mixed-methods approach was used, collecting data through questionnaires and interviews with 200 university students and 80 people at a market. The study found that advertisement creates awareness and influences consumers' choices, with 60% of MTN users reporting they chose the brand after learning about promos from advertisements. However, perceived quality may outweigh advertising, as MTN maintains the largest market share despite competitors' advertisements, since it is seen as providing the best reception. Celebrity endorsements can increase brand recall
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
A detail analysis on the roles of Digital marketing over Conventional marketingTanushree
The key to a great marketing campaign is to find the right balance between traditional and digital marketing. In the current scenario, digital marketing is the yin to traditional marketing’s yang. This report is purely focused on the work experience and whatever I have learned as an Intern at D.M Challenger, A Time
Bazaar Pvt Ltd. Company.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
This document provides an overview of a research proposal on the impact of integrated market communication (IMC) on consumer buying behavior. The study aims to understand the relationship between IMC and consumer purchasing decisions. It will utilize a quantitative methodology with surveys distributed to 500 consumers in Lahore, Pakistan. Statistical analysis using SPSS will be conducted to test the hypothesis that a relationship exists between IMC and consumer buying behavior. The literature review discusses several past studies that have examined the effects of marketing communication strategies on customer perceptions and purchasing.
Role Of Social Media In Contemporary MarketingIsman Tanuri
This document provides a literature review on the role of social media in contemporary marketing. It discusses how social media has changed the marketing landscape and forced businesses to rethink their strategies. While some experts argue that social media is not for direct marketing, the document argues that social media allows for two-way engagement between brands and customers. It also discusses how social media enables the creation of influencers who can spread word-of-mouth marketing through their networks, which has been shown to be more effective than traditional marketing approaches. The key is for brands to identify and influence the most connected influencers in order to maximize their return on influence.
Project report on marketing mix and competitive analysis of pureit hulJitender Kumar
This document provides an overview of Hindustan Unilever Limited (HUL), India's largest fast-moving consumer goods company. It details that HUL was founded in 1933 and today has a portfolio of over 35 brands across 20 categories. The document outlines HUL's history of mergers and acquisitions over the decades. It also provides brief descriptions of HUL's business segments and historical milestones such as name changes. In summary, the document introduces HUL as India's largest FMCG and describes its portfolio growth through mergers and brand/business acquisitions over 80+ years of operations in India.
A STUDY ON IMPACT OF TELEVISION ADVERTISEMENT ON PURCHASE DECISIONS OF CONSUM...IAEME Publication
Television Advertising helps to make the product appealing to a person's basic motives,and influences their behavior and attitude towards the product.
Many things that were considered as luxuries till about 10 years ago have become necessities for most people today. This has happened in the in case of consumer durable goods consumption also.The research “A Study on Impact of Television Advertisement on Purchase Decisions of Consumer Durable Goods in Tiruchirappalli District”. The study has been conducted with primary data comprising of 720 sample respondents who are the viewers of television advertisements. The present study is focused on a study of important factors, service satisfaction and purchase decision of consumer durables goods. Percentage analysis and weighted average correlation analysis were used for analysis.
This document summarizes the terms and conditions for agisting horses at Oatleigh Meadows Sunshine Coast Horse Agistment. It outlines fees, responsibilities of owners and agistors, recommended items to bring, veterinary and farrier services, feeding and care services provided, and policies regarding late or unpaid fees. The agistor is not liable for any illness, injury or death that may occur to horses. Owners must sign an agistment contract and are responsible for all costs incurred, including veterinary bills. Late fees are charged if agistment fees are unpaid and horses may be sold after 12 weeks to cover outstanding costs owed to the agistor.
Apostila demolições e escavação%2c fundação e desmonte de rochas.Reginaldo Silva
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O documento apresenta informações sobre compostos orgânicos como álcoois, aldeídos, éteres, cetonas, fenóis e ácidos carboxílicos. Há também menções sobre os efeitos do álcool no organismo e acidentes causados por embriaguez ao volante.
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2) A survey found that customers who are more exposed to digital marketing understand brands better and how technology helps brands thrive.
3) Digital platforms are increasingly used for multichannel branding campaigns to convey a brand's positioning to customers.
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Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
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BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
Corporate blogs have potential to help companies implement participative market orientation in three key ways:
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2. Blogs can foster strong relationships between customers and companies by encouraging open dialogue and co-creation of the brand, satisfying customers' desire to engage with and feel connected to the brand.
3. When companies openly share information on their blogs, it builds trust with customers and positions the company as a learning organization that can gain competitive advantages from direct customer data and feedback.
IMPACT OF SOCIAL MEDIA MARKETING IN THE BUYING INTENTION OF FASHION PRODUCTSindexPub
People in the twenty-first century do not have the time to visit and engage with one another. Through social media, users may join to social networking sites and stay in touch even when they are far away. In addition, social media platforms like Facebook foster a devoted relationship between the fashionable product and the consumer also helps in influencing customers for buying motive, opening up significant advertising prospects. Similar to this, other social media platforms, such as blogs, offer a place for people to comment on events that require publicising and can be used as a marketing tool for both customer adoption and promotions of fashion industry. People are now finding your social media page for buying by following and subscribing to fashionable pages and blogs. Since there is a lag between the time a social event occurs and when it is transmitted, these media have an advantage over other widely used public media, such as television. This study focuses on the tactics that can expand the current viral marketing model outside the realm of traditional social media. Consequently, it can aid in forging a strong enough community to support initiative buying and efficient marketing.
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This document summarizes a research article about the impact of digital marketing on consumer behavior in Bangladesh. It begins with an abstract, introduction and literature review on digital marketing and its growth. It then outlines the study's objectives and methodology, which included surveys and interviews. Key findings are that most consumers in Bangladesh spend 2-3 hours per day on social media, especially Facebook. They typically access the internet via WiFi or mobile data. The document concludes that digital marketing provides an effective way for brands to reach consumers in Bangladesh at a lower cost.
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Analysis Of An Online Digital Marketing A Case StudyCheryl Brown
1) The document discusses digital marketing and its impact on revenue generation. It analyzes digital marketing strategies at STYLETRENDZ, an online fashion company.
2) The study aims to understand digital marketing concepts and models. It examines how digital marketing agencies work and generate revenue. It also evaluates how digital marketing affects revenue generation.
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Marketers keep on evolving ways and means to attract as well as
retain the customers. During the last few decades, the marketing practices have
been changed rapidly. The consumers now wish to be associated with those
organisations and brands, which are ethical and follow high standards of
integrity. Such aspects have been incorporated in the concept of Marketing 3.0,
which is based on value-based matrix (VBM). The present study empirically
predicts the construct of VBM in the banking industry context. The sample size
of the study is 283. The logistics ordinal regression was applied with 27 items
to identify the predictive constructs of value-based banking. ‘Selection of bank
based on value system’ was the dependent variable and the independent
variables contained 25 statements covering value-based banking along with
2 covariates ‘age’ and ‘education’. It was found that ‘value-based banking’ and
‘education’ have significant impact on the dependent variable.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
This document summarizes a research paper on the impact of social media marketing on consumer purchase behavior, using Dialog Axiata in Sri Lanka as a case study. The research used surveys and interviews to study how social media marketing influences factors like cost, information satisfaction, trust, and experience. The findings found relationships between these factors and purchase behavior. The research provides recommendations to Dialog Axiata on using social media marketing to predict customer behavior.
This document discusses integrated marketing communication and the elements of the marketing communication mix. It analyzes the benefits and disadvantages of different communication elements like advertising, direct marketing, sales promotion, public relations, and personal selling. It then provides an overview of a prospective product called Support Solutions, canes designed to provide more support and safety. The document proposes using advertising, direct marketing, and sales promotion to promote Support Solutions and integrating these elements. It suggests measuring the effectiveness of the campaign by integrating marketing communications and testing new mediums before a larger launch.
AICTE Sponsored National Conference on “Artificial intelligence in Marketing”, Department of Management Studies, PSNA college of Engineering & Technology, Dindigul, Tamil Nadu, India on 23rd December 2020
365 CONTEMPORARY MARKETING PRACTICES THE CASE OF SMALL CLOTHING MANUFACTURIN...Todd Turner
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Comparative Analysis of Brand Performance and Financial Gains a Case Study of Nike, Adidas and Puma
1. International Journal of Humanities and Social Science Invention
ISSN (Online): 2319 – 7722, ISSN (Print): 2319 – 7714
www.ijhssi.org ||Volume 6 Issue 1||January. 2017 || PP.17-25
www.ijhssi.org 17 | Page
Comparative Analysis of Brand Performance and Financial Gains
a Case Study of Nike, Adidas and Puma
1
Muhammad Ali,2
Noreen M. Din,3
Mehwish Jamil and4
Palwisha Ilyas
1
MS Scholar National Collage of Business Administration & Economics, Lahore, Pakistan
2
MS Scholar National Collage of Business Administration & Economics, Lahore, Pakistan
3
MS Scholar National Collage of Business Administration & Economics, Lahore, Pakistan
4
M.Com Student University of South Asia, Lahore, Pakistan
ABSTRACT: Digital marketing is a term for interactive marketing using digital techniques. The main
objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of
sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and
financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of
company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit
and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers
on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them
to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race.
The company should develop strategies better than its rivals to raise its enterprise value and to compete in the
world market.
Keywords:Financial Analysis, Brand Performance, Brand Value.
I. INTRODUCTION
Marketing is a pillar of any business; it creates demand and fulfills it. Digital marketing performs this
function with the help of internet in innovative ways. Internet allows exchange of value. Going online can help a
business togain value in form of time and attention. It also adds value for the user in different form like
entertainment, utility and enlightenment. Internet has changed our selling world. It is not just a marketing
channel but it has created a new paradigm in which the consumers and brands are connected together. Products
and services can be promoted, serviced, purchased and distributed on internet (Katharine et.al. 2012). Now days,
the competition is high, so only those companies will be succeeded which develop the products that may better
satisfy the consumer needs than their competitors. So the companies should fully research the consumer needs
and generate solutions that may satisfy them (Gupta et.al 1986).
The groups of different knowledge, abilities, competences, cultures and resources are included in new
product development (NPD) multifunctional process. A good NPD process should fulfill market needs and
demands in an appropriate way. Marketing helps to know the requirements of customers and on the other side,
research and development uses company’s capabilities and assets to create differential products (Nusa
et.al,2011).Lack of alignment between customer characteristics, brand and mobile proposition can harm the
brand. Mobile communication must be consistent along with company’s strategy (Friedrich et.al, 2009).
Company should respect the people’s privacy and free time and should not keep messaging during weekends
(Karjaluoto, 2007, p16). While a study tells that communication messages most of the timewere being sent to
the people when they were having free time and were relaxing. This study also revealed that three industries,
food and beverage, shoe and accessories and automotive and apparel industry most use mobile marketing
techniques in their strategies. The most common purposes of mobile marketing are creating brand awareness,
changing brand image, to gather useful information about customers and producing purchase
intention(Mirbargheri, 2010). Mobile marketing is a key term of digital marketing. “Mobile marketing is the use
of the mobile medium as a means of marketing communications” (Leppäniemi et.al. 2006, p.38). Mobile
marketing also has another important expression and that is mobile commerce. In general, it signifies the
transactions that have monetary values and are executed through mobile communication networks. It can be
stated as “a business model that allows customer to complete all the steps of the commercial transaction using
mobile devices” (Barutcu, 2007).
Objective of the study
Following are the objectives of this study.
i. To find what is mobile marketing in marketing disciplines.
ii. To find out how Nike, Adidas and Puma implement mobile marketing strategies and tools.
iii. To find the effects of mobile marketing on brand value.
2. Comparative analysis of brand performance and financial gains A case study of Nike, Adidas and ..
www.ijhssi.org 18 | Page
iv. To compare financial gains of Nike, Adidas and Puma.
II. LIMITATIONS OF THE STUDY
This study is explorative in nature. The wellsprings of the speculations covers scholastic articles,
research papers, and articles from industry-based sites, assessment articles, books that emphasis on the subject,
and also references from business related word references. It is critical to call attention to that the research
endeavors to structure and arrange portable advertising standards, joining the scholarly studies with the
experiences and suggestions by specialists, however not to hunt down the one genuine definition or hypothesis.
The contextual analysis of Nike, Adidas and Puma's mobile marketing effort will be done to inspect brand value
by these organizations. The experimental part won't sum up the outcomes, yet will be tended to and broke down
based on the specific case and the inspected speculations. Hence, it should be indicated that the outcomes are
time and area bound, by and by, serving enough the target to answer research's exploration question.
III. BRANDING
The brand equity entails brand identity and promotion with the help of marketing communications. The
brand identity is “a unique set of brand associations that the brand strategist aspires to create or maintain”
(Aaker, 2002). It also consists of core as well as extended identity, credibility factor and value
propositions.Brand communication can be better understood by investigating the idea of integrated marketing.
The conclusion can be that the brand identity inferred both, the company efforts for promotion of brand by
communication and customer’s connection with the brand. So, it is of significance to explore how companies
utilize particular marketing approaches and then how connections of such activities produce brand identity. In
subsequent section, mobile marketing is discussed. Mobile marketing has impact of brand management; it is
because of change in consumers lifestyles. It is “The age of participation and collaborative marketing” that
belongs to brand efforts and two way communications (Kotler, 2010).
IV. MOBILE MARKETING
3.1. Mobile marketing
Mobile marketing is “a systematic planning, implementing and control of a mix of business activities
intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products
where the primary point of contact with the consumer is via their mobile device” (Carter, 2008, p.62).The
Mobile Marketing Association (MMA) has also proposed a concept of mobile marketing in 2006 as “the use of
wireless media (primarily cellular phones and PDAs) as an integrated content delivery and direct response
vehicle within a cross-media marketing communication program” (Karjaluoto, 2007, p.11). It included strategies
like push and pulls for the marketing communication but did not have the affirmation of customer involvement
and active participation in communication between organization and its customers. To fill this gap, MMA
introduced a new definition which described mobile marketing as “a set of practices that enables organizations
to communicate and engage with their audience in an interactive and relevant manner through any mobile
device or network” (MMA, 2009). Set of practices means relationship management, media, industry standards
and various activities (MMA, 2009). This new explanation as opposing the one of 2006, demonstrate a shift in
consumer lifestyle and marketing transmissions from one sided communication to brand co-creation.
3.2 Features of mobile marketing
Mobile marketing features are as follows.
1.Messages should be relevant, permission based and targeted to the particular public.
2.Value added material for mobile marketing strategy.
3. The advantage of from mobile marketing must be prompt and measurable.
4. Seclusion matters of mobile users must be tackled.
5. Mobile applications should be innovative, creative and user friendly.
6.The mobile marketing strategies and campaigns should be appropriate for industry and victorious execution
can direct to better efficiency.
7. The contributors of mobile marketing should co-operate to make common benefits.
8. Customer centered (Varnali, 2010, p. 147).
3.3 Fundamentals of mobile marketing
The three fundamental ways of mobile marketing are advertising, direct marketing and sales promotion.
Customer relationship marketing must also be considered while it is not publicity gadget (Leppäniemi, 2008,
p.54)
These methods can be assigned to communication areas in common and not supposed as tools themselves. So, it
is pivotal to distinguish between different mobile marketing strategies that may be applied in brand
communication.
3. Comparative analysis of brand performance and financial gains A case study of Nike, Adidas and ..
www.ijhssi.org 19 | Page
MMS, SMS
An advertisement through text messages is called SMS marketing. It is most widely used mobile
marketing technique. Marketers send tailored content to customers. Customers also can forward messages to
companies to take part in marketing initiatives. In MMS marketing, text message medium is used but it provides
wider range of features like videos or pictures (Mobile Marketing Trends, 2011). MMS and SMS are supposed
as consent based marketing where consumers or customers subscribe to let companies to send messages on their
mobile devices (Varnali, 2010, p.147).
Internet on Mobile (mobile website, videos, social media)
Web content delivery that gives content conforming to mobile context is narrated as Mobile Web.
Mobile context is denoted by type of user data needs, special capacities (location, connection type) and mobile
phone features (keypad and screen size etc.) (MMA, 2008). Mobile websites should serve the needs of
customers by letting them using the key functions. Other data sources should also be furnished. Mobile website
content has to deliver user compelled experience by special functions and interactive solutions (Krahnert, 2010).
The social media mentions the initiatives, implementations and activities of different societies of people who
together share the knowledge and information online. This needs a platform where dissemination of material
like audios, videos, texts and pictures might be easier. Social media includes four basic features that are
collaboration, entertainment, education and communication (Safko, Brake, 2009).
Games and Applications
Games and applications can be downloaded on smart phones and tablets. Applications are of different
types, these allow from playing games on mobile to examining gas prices and booking of airline tickets
(Marketing news, 2010). Mostly, the applications are used to target a special audience for enhancing interaction
and either may be long term or short term as well (Scheffier, 2011). Games may be downloaded individually or
as application and entertains the people.
Location based services
Any service that considers geographical location of the entity is location based service. Entity means
object that triggers location data, it may be human as well as non-human (Junglas, 2008). This definition entails
services that use location as main element of giving relevant information to customers. While in mobile
marketing, such applications are marketing services based on specific location data to deliver right message to
appropriate people at particular time and place (Fields, 2011).
Mobile services (shopping, banking,tickets)
Mobile services let users to perform transactions without the boundaries of time. These services allow
customers to buy and pay by using internet on smart phones(Barutcu, 2007). Different companies have offered
online ticketing and customer does not need to print that ticket, just download it on mobile phone. Shopping
websites are another type of mobile service; these are specially designed for mobile phones to make it easier to
do shopping through mobile phones.
From organization’s point of view, the mobile marketing is a multi-channel marketing. According to
Aberdeen Group’s survey on mobile utilization for retail industry, it investigated that how organizations apply
different tools of mobile marketing. Results show that companies use MMS, SMS (31%), location based service
(33%), transactions and payments via mobile (35%), mobile application (37%), mobile coupons (43%) and
mobile website (49%). According to this study, the most important results of using mobile marketing strategies
are: brand image improvement (88%), improved customer targeting (60%), improved customer profitability
(81%) and customer retention improvement (78%) (Bates, 2011). The results determine that focus should be on
getting customers by developing tailored messages to grab customers and finally take them to brand image uplift
and buying decisions.
V. COMPARATIVE ANALYSIS OF MOBILE MARKETING CAMPAIGNS (CASE STUDY
OF NIKE, ADIDAS & PUMA)
Nike represents many brands, it is a global company. Nike’s mission is “to bring inspiration and
innovation to every athlete” and the goal is to continue inventive thinking by establishing “products that help
athletes of every level of ability reach their potential or creating business opportunities that set Nike apart from
the competition and provide value for the shareholders” (Nike, 2011). Nike’s prime business components are
sustainability and innovativeness.
Adidas has several subsidiaries and sub brands in the world. Adidas manufacture products for
professional usage and for street wear as well. Main goal of Adidas is to empower its brands and different
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products to raise company’s financial position and to get competitive advantage. That is done by innovation,
focusing on customer needs and diverse brand portfolios (Adidas Group, 2011).
Puma’s prime principles are imagination, peace and sustainability. Puma states that “Puma starts in
Sport and ends in Fashion” and its business is concentrated on sailing categories, running, golf, football and
motorsports. Puma promotes itself as a company where fun and joy is first priority (Puma, 2011).
4.1. Mobile Internet
4.1.1. Mobile Website
Adidas and Nike have set up mobile websites that are promoting their campaigns. Youtube links as well as
social media links are available there. These websites try to aware people about any new campaigns and are
built to focus on different target audience.
Puma has not built mobile website. It may be difficult for customers to find campaigns and other information
about new products and familiar to website’s mobile version.
4.1.2. Social media:
Facebook
Nike has many Facebook pages. These pages may be segregated according to region, product and sport
type. Nike’s official Facebook page delivers overall information campaigns and products. Adidas is engaged
with the audience and promote its brand with the help of several Facebook pages. Puma has seven pages on
Facebook. These are categorized on sports base. All pages cover multiple audiences.
Twitter
The main objective of Twitter accounts is engaging consumers in communication. There are many
Twitter account of Nike, but Nike has not created its official account of Twitter. Adidas has official accounts on
Twitter and are segregated in multiple groups: by product, by region and by people’s needs and interest. Puma
also has many Twitter accounts; these are segregated by sport and service. The global Puma account targets the
customers that are interested in sports and in Puma brand.
Youtube
Basic purpose of Youtube page is to propose the brands through videos. Nike has two leading Youtube
channels, Nike Football and Nike Global. Adidas also has Youtube channel that mainly focuses on young
people, interested in sharing videos and video depiction of brands. Puma Youtube channel offer videos of new
campaigns and targets mainly to young people. This channel helps Puma to generate brand awareness.
4.2.Mobile services
4.2.1. Mobile store
Nike, Adidas and Puma, all of these companies have designed their mobile shops specifically to fit the
mobile content and to inform their customers about the upcoming and current products and are targeted to
interested customers. These are built particularly for mobile use. Customer’s reviews can be checked and
products can be shared through social media.
4.3. Mobile sales promotion
Nike use bar codes on its products, hence the customer may scan that code with their mobile phone and
may receive the information about that specific product. It means that it is an informational tool that does not
involve consumers in any co-operation but may effect as purchase decision. Puma created Puma Phone and it is
“made for active lifestyle both physically and digitally” (Pumaphone, 2011).
Adidas employs QR codes that are attached to the garments or products where customer may scan the code and
obtain information about product. This promotion is communicative and may lead to transactions.
4.4 Applications/Games
Adidas
Adidas Urban Art
This application provides an interactive map of Berlin and Hamburg and is created by users who mark locations
and post photos of urban art. This application guides the users through city via urban art routes.
Adidas Eyewear
This application is used to provide information about Adidas Eyewear collection. It provides information about
the weather forecast and eyewear, which best fits to weather.
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MiCoach
This application is called “The personal coaching and training system” by Adidas. It is also the purpose of the
application.
Nike
Nike+ GPS
This application is built for runners to keep track of their trainingresults. The objective of this application is to
create brand awareness and associations with brand to build consumer relations.
Nike Boom
Athletes of sports teams are targeted by this application and it is also used to provide them useful tips and
encouragements from renowned athletes. Nike tries to build brand association with professional sports teams
with the help of this application.
NikeiD
The main purpose of NikeiD is to involve customers in co-creation to customize clothing and footwear. It shows
the Nike’s struggles to build relations with its customers.
Puma
Puma Football
This application is used to encourage customers to participate in discussions with Puma and its consumers
through social media.
Puma Ocean Raising Team
It gives relative information to interested participants about Puma’s sailing team. Videos are provided on it.
4.5 SMS, MMS
Nike, Adidas and Puma employ MMS and SMS to communicate with their customers. Adidas use
authorization based marketing to send information to the customers through text messages. Puma exercise SMS
marketing so long as customers have subscribed to newsletter and primary newsletters are normally sent by e-
mail. Nike also uses SMS and MMS marketing and sends newsletters to specific people to stay in touch with the
customers.
VI. FINANCIAL GAINS
Nike prevail the most worthwhile brand position in sportswear industry in Brand Finance Global 500,
expanding in brand value as well as ranking (31st
). 2009 was action packed year for Nike. The company turned
into official sponsor of Vancouver Winter Olympics yet had to face difficult situation when Tiger Woods,
world’s no. 1 golf player and Nike’s old spokesperson, availed leaves from sports. This happening heavily
affected the Nike’s commercial interest with many sponsors like Accenture withdrawn its support contracts. In
such situations, digital marketing made a contribution in Nike’s success story. Nike spends a lot on digital
marketing and is getting something heavier in return that makes it world’s one of the best sportswear companies.
Mobile marketing helped Nike to reborn the passion again globally. Adidas is the main competitor of Nike and
tried to overtake the market leader but failed to defeat Nike this year in Global 500 and remained on 139th
in
ranking. The brand value of Adidas has grown from previous yearto 6.8 billion US$. Adidas, who has been
official kit sponsor of Olympic Games for the Great Britain Team, declared in 2010 that Adidas would work to
design kits stylish with Stella McCartney a British designer.FIFA World cup of 2010 in South Africa engaged
both of companies in competition. 12 teams wore Adidas kit and 9 teams wore Nike kit. In spite of Adidas
became the official sponsor for the event, Nike applied several marketing strategies especially online to generate
and develop brand awareness. When Nike introduced its world cup advertisement presented by Cristiano
Ronaldo with Wayne Rooney, it was viewed by 14 million people in justone month. Adidas came in competition
and composed Star Wars subjected advertisement featuring the football star David Beckham and it got 2.8
million views initially in first week. In comparison with Nike and Adidas, Puma is still far behind. In 2009, the
brand value of Puma fell down to 1.5 billion US$, but has grown up in recent years. In 2011, the company has
achieved its top Global 500 brand value figure of 2.3 billion US$.When Usain Bolt, the Jamaican athlete strolled
to100 and 200 meters record breaking in 2009 in Puma kit, the company alone got media value over 105 million
US$. In 2010, Bolt signed a sponsorship deal with Puma and it was comparable to Nike’s four years deal with
Cristiano Ronaldo that worth 32.5 million US$. Puma was placed on 492nd
rank in Global 500 in that year and
declared that Bolt will perform an important role in company’s marketing up to London 2012 run. Puma
employed digital marketing techniques and raised its revenue and brand position (Haigh, 2011).
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Nike Expenditure on Marketing:
Nike Revenue:
Facebook Fans:
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Twitter Fans:
Youtube Subscribers:
Nike, Adidas and Puma:
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VII. CONCLUSION
Digital marketing is a rising trend in this era. The sports companies are in a war of snatching
consumers. Every company needs to define a strategy to meet the customer’s requirements.Nike, Adidas and
Puma are the world leaders in sportswear. These companies are rapidly changing their marketing strategies. As
From 2000 to 2015, Nike has made expenditure on digital marketing and in return, Nike has left far behind its
competitors in revenue generation. Adidas is the 2nd
leader after Nike in sports wear but still there is a lot of
difference in their revenues. These three companies are using direct as well as digital marketing to boost their
sales and in return, they are getting market share. Nike used one of best ways of mobile marketing and has
captured the sportswear market. Adidas also used it and generated huge revenue. Puma also worked on it, it
could not use as much strategies and spent percentage of revenue as its competitors do. If Puma make good
mobile marketing strategies in future, it may also raise the revenues.
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Websites:
www.adidas.com
www.apple.com/itunes/
www.brandfinance.com
www.facebook.com
www.fortune.com
www.google.com
www.nike.com
www.puma.com
www.pumaphone.com
www.twitter.com
www.worldfinance.com
www.youtube.com