Marketing Strategies: Adidas, Infiniti, and Nivea Case Studies

Adidas: Promotional Strategy Analysis

1. Evaluating Below-the-Line vs. Above-the-Line Promotion

Below-the-line promotion targeted at the youth audience was a key method for Adidas to achieve its marketing objectives. It utilized a wide range of promotional activities to create deeper engagement with its audience, blending traditional media with innovative social and digital channels. Above-the-line promotion refers to traditional advertising methods, such as print adverts in magazines and newspapers, billboards, or online and TV advertisements.

2. The Importance of Sponsorship for Adidas

The sponsorship deal obtained by Adidas represented the broadest set of sportswear rights in Olympic history, supporting four key marketing objectives.

Infiniti: Marketing Mix and Brand Strategy

1. Increasing Global Brand Awareness

Infiniti uses global TV adverts to highlight product superiority. However, this form of promotion is costly, and targeting specific customers is difficult as messages are pushed to a mass audience. Prior to each F1 Grand Prix, Infiniti ran above-the-line promotional campaigns alongside below-the-line activity to create maximum exposure and brand recognition.

2. Benefits of Below-the-Line Promotion

Below-the-line promotion is a narrower, more targeted approach to communicating with consumers. These methods allow for greater control and can be tailored to create deeper engagement with target audiences through specific initiatives.

3. Infiniti’s Marketing Mix

• Product: Luxury cars featuring Japanese cutting-edge design as a key differentiator.
• Price: A premium price point reflecting the high quality of the product.
• Place: Vehicles sold through state-of-the-art Infiniti Centres, which are expanding globally.
• Promotion: A focus on sports marketing, utilizing the Infiniti Red Bull Racing F1 team and World Champion Sebastian Vettel.

Nivea for Men: Marketing Planning

1. Components of a Marketing Plan

A product mix is a blend of related products marketed together to similar segments. It is a subset of the marketing mix and a vital part of a company's business model. The product mix includes the following dimensions: