Notesale: Turn your study into money

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Unit 12: Internet Marketing in Business
P5: Explain how internet marketing has made a selected business more efficient, effective
and successful
Internet marketing can be used to certain business’ advantage by helping them to be more
efficient, effective and successful
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In terms of products, adidas have researched their
competitors and sometimes derive certain ideas from their competitors in order to develop
their own products
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In terms of advertising, adidas have also
used Nike as a reference point in the past, with Nike previously paving the way in sports
advertisement in the early 2000s and most notably the Nike World Cup commercials which
have amassed millions of views and a lot of traction, as they feature many Nike sport
athletes, and from what adidas has been producing in recent years in terms of promotional
content, you can see that adidas have adapted their marketing strategy to match that of
Nike’s in order to build their way into the market and become more popular in the market
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Firstly, in terms of their products, adidas is extremely versatile, as
they cover all the bases in the sportswear genre, so therefore, they can market anything and
therefore be adaptable
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Adidas are also a major retailer in clothing, as you can see the popularity of adidas apparel
when you walk down the street, a large percentage of people would be wearing adidas, due
to the quality of the clothing but also the branding, as if it has the adidas branding on it,
customers are much more likely to want to buy it
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In terms of pricing, adidas uses different pricing strategies to
sell their products in order to remain competitive in the market, and edge out their
competition
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Adidas also uses skimming pricing, where they start of the price of a product relatively high,
and then gradually over time, they will reduce the price, so therefore, the level of interest will
stay high, as if they keep the price of the product the same for months, eventually,

customers won't buy it, as there may be something else that's more interesting for a cheaper
price, so therefore if they reduce the price, they can continue to sell the same product for a
longer time than they would initially be able to
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Adidas are also easily accessible online,
through the online stores, which can be accessed globally, and adjusted to different
languages and currencies
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Finally, adidas uses different promotional
techniques in order to set themselves apart from competitors, and continue to market new
products effectively
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For example, adidas last year
carried out a huge campaign with the 2018 World Cup, where they featured many adidas
athletes, and in this campaign they featured their boots to be released for the World Cup, to
be worn by the athletes, the boots being the adidas X, the adidas Nemeziz and mostly
famously, the adidas Predator
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Finally, in terms of selling products, adidas uses promotions such as putting items on
clearance and having discounts such as 20% off, so therefore they can continue to sell older
products, and continue to make money from them, even after they may not be in fashion
anymore
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For example, in April this year, adidas launched the Nite
Jogger, which was a trainer they heavily promoted on TV and on social media and in my
opinion, this product launch was successful, as the promoted tweets they made relating to
this trainer had many comments, and people were talking about the trainer, and I have seen
many people wear this trainer out and about, so therefore I can see that this specific launch
has been successful, both in terms of promotion and commercially, as they sold a lot of
units, and they had many interactions relating to this product, showing the launch was
successful in different aspects
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By staying online, adidas can also increase their profits and reduce their overheads as they
may actually stop opening up as many stores or even consider shutting some down as it
won’t be worth paying the operational costs such as wages, land costs, etc
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Adidas have also indicated they wanted
to streamline their stores, by having fewer, but better stores in the future, as the ​chief
executive Kasper Rorsted stated that the Adidas’ website “is the most important store we
have in the world”, so therefore by streamlining the stores, it will as stated above, reduce
wages, reduce rent, etc
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References:
https://www
...
com/marketing-mix-adidas/
https://www
...
co

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