Adidas Marketing Plan free essay sample

The acquisition of Adidas by French financier Robert Louis-Dreyfus in 1993 has been the beginning of a big brand name; Adidas has expanded its product line and absorbed other sports-gear makers. It closed a $3. 8 billion acquisition of competitor Reebok International Ltd. Adidas planned maintain the Reebok line and promote it globally along side with the Adidas brand. Adidas during 2006 made a decision to purchase Reebok and though they purchase another shoe company business did not flourish. Adidas had to deal with the fact that the company they acquired was not doing well in the market and a new marketing promotion plan needed to take place to reinvigorate the consumer’s purchase of the product. Adidas has to strengthen there brand and the idea was to build the brand name with sponsorship during the 2008 Beijing Olympics. The sponsorship opportunity in Beijing was a springboard to gain a larger share of the worlds fastest-growing major market and become the marketing leader in China during 2008. We will write a custom essay sample on Adidas Marketing Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The marketing strategy was a blend of action photography and computer graphics. The series was released in phases during the Beijing 2008 Olympic Games. â€Å"Together in 2008, Impossible is Nothing† is an integrated marketing campaign. Through a combination of TV, print, outdoor, PR, digital, point-of-sale and road shows across the country of China, the campaign provides various platforms enabling consumers to get closer to the athletes and the Olympic Games. The Beijing Olympics is fast approaching and this early, most companies who want to place their ads and endorsements in this monumental event are trying strategically to place themselves and capture a piece of the market. For Adidas, there is a battle at hand and that of which is to give rival company Nike a run for their money. Nike is a known brand in China and surely they have the obvious advantage. Adidas reportedly shelled out 70 million Euros to be an official Olympic sponsor. Adidas gear was also all over Olympians, great for television, the company clothed 27 out of 28 teams. But aside from shoes and uniforms, Adidas was not particularly visible in Olympic venues. It had no special presence on the Olympic Green, but its beautiful flagship store in Sanlitun near the Workers Stadium and Workers Gymnasium saw lots of foot traffic. Its Olympic ad campaign, though beautifully designed and fitting in concept â€Å"Together in 2008, Impossible is Nothing†, came up short in the personnel categories. That campaign had four primary faces, in sports that are very popular in Chinadiver Hu Jia, footballer Zheng Zhi, basketball player Sui Feifei and a few womens volleyball players. Hu pulled out due to injury, Zheng and the mens football team had an embarrassing performance and Sui Feifei was only sixth in scoring on Team China. The womens volleyball team played strong in a very tough field, but in the end only came through with the minimum result acceptable to the hometown fans, a bronze medal. After the Olympics the sales of sports apparel went up in China, sales of premium sportswear in China have rocketed from almost zero a little more than a decade ago to $350 million for Nike and $300 million for Adidas last year and sector was worth $3 billion in total last year and is expected to grow 20 percent in 2009. 09.

The Truman Show Essays

The Truman Show Essays The Truman Show Paper The Truman Show Paper National Product of a small country. You have to remember the show has no breaks for adverts so therefore there are product placements throughout the film. For example every morning Truman is always pushed against a billboard for a few seconds by the two twins advertising Kaiser chicken, etc, Mococoa drinking chocolate, the Chefs Pal, etc. Even though the show has a very retro feel to it, the cars in the programme are always the latest models and are always the top brands of car. Trumans car itself is very new and made by one of the worlds top brands. By the show having the latest brands of car it means the Truman Show producers can ask the car companies to pay top dollar in order to have their car featured on the show, It also probably works out cheaper for the shows producers to have car companies provide cars then them buying prop cars. We are informed in the film that everything in the show is for sale and everything is available from the Truman Show catalogue, for example you can buy Truman cushions, t-shirts and baseball caps. When we are in Truman bar there is an old episode playing when Truman meets Lauren for the first time and the member of staff tell us, all you can watch that on the Truman Show video collection. The viewers can even buy videos of the Truman Show, to watch at their pleasure. I think this could be Peter Weirs way pf telling us that the modern world is full of product placements and advertisements, that the world us a very commercial place to be living in, in this century. In the last half of the film Truman starts to realise that everything isnt quite what it seems and that something is seriously wrong in his life. In Seahaven all the cameras are hidden; in the radio in Trumans and behind the mirror in Trumans bathroom. There are many cameras in different positions so the viewers get a better view of what Truman is doing. As for us (the viewer watching The Truman Show film) the whole concept of the film is not reality, but the worlds of the production team and the audience of the T.V show are filmed as if they are. Peter Weir does the opposite of normal filming i.e. we can see the mask of the camera lens i.e.when Truman is in his car and the camera is behind the dial in his radio. Peter Weir shows us the mask of the camera because he is creating a surveillance theme on Truman and to show that its not reality. Peter Weir also used hidden cameras in surprising places like in the mirror and the dogs collar. This distinguishes that we are watching the world of Seahaven (The Truman Show T.V). Peter Weir uses high angles at Truman meaning that he is the star of his own show. There is also a shot were the camera turns upside down, the camera was in the pencil sharpner and whilst Truman was sharpening his pencil the camera was upside down this also suggest that Trumans World will turn upside down and that everything will change sides. Christoff the director of The Truman Show T.V also does adverts for the show because The Truman Show T.v is being broadcasted world wide and will have a lot of dedicated fans buying products that are advertised via the show. When Meryl is advertising the multi purpose knife/kitchen gadget, Meryl is in the centre of the shot and purposely holding the product so the camera will have a good direct shot at the product. Our perspective is manipulated, as the product is shown bigger then it is in real.The camera does a close up on the product to show the viewer what they are advertising. When Meryl has stopped advertising, Truman asks her what the hell are you talking about! he says this because he had noticed a change in Meryls behaviour and wanted to know what was going on. The whole concept of advertising is to separate money from The Truman Show t.v ; this is the real motivation behind the show.  Wendy Stites, the films visual consultant chose the costumes for the actors to ware. Wendy got her ideas from a book called Everyday fashions of the 1940s. Wendy worked with Marilyn Mathews a cloths designer, Marilyn said Our challenge was to avoid making costumes too Cornish and also not to make them too tied into a specific period of time. By this they concentrated on checked patterns (which Truman wares) and red,black and yellow are worn by the other actors. Truman stands out because he often has creases on his cloths and the texture is rugged. All the other chracters i.e Meryl wares clothes that are perfect with no creases or any signs of ware. Meryls cloths are steroetypically feminine; as the colours she wares are mainly pink and femine colours. We often saw that trumans clothes were rugged and had creases on them. This may suggest that truman is having a mid life crisis.

Academic freedom Essay Example | Topics and Well Written Essays - 750 words

Academic freedom - Essay Example The problem highlighted by the author here relates to identity, authority and freedom of speech and expression in the world in general. The fact that, nothing in this world is seen in isolation but is relative to other things or dependent on other elements such as culture, religion, geographic similarity, religion, nationality or politics. In light of social sciences and humanities, the author considers race, gender, ethnicity and religion as political factors that hinder learning and knowledge at all levels especially in the academia which is suffering from a lack of academic freedom as the author terms it. He believes that academics forms a basis of what the students would later be like once they leave the academic institute and the social, political and general environment is what defines their future and how they deal with adversities. The realities of social life are bitter but a lot of it can improve if academic culture is transformed. It needs to not teach about a specific dom inant culture and its superiority but it needs to teach people about other cultures and nationalities, about developing tolerance and appreciation for others, about learning what other religions, races and geographically diverse ethnic groups are about. The author argues over the lack of democratic rights, free press and a missing feeling of well-being exists in places like Saudi Arabia, too full of their national pride and religious superiority. In comparison to Arabia, the American academy is seen to be more liberal and diverse, giving the feeling of confidence and freedom to those who belong there. The difference is vast and it is what creates disparities amongst people at a late stage. The argument is in favor of a liberal form of enhanced academic freedom which can help solve problems like national and cultural  intolerance, ethnocentricity and stereotyping.