Marketing involves processes to identify and provide consumers with what they want, encompassing four key elements known as the 4Ps (Product, Price, Place, Promotion). Market research includes quantitative (questionnaires) and qualitative (consumer discussions) approaches. The marketing department collaborates with production to align product development with customer needs.

• Modern organizations focus on customer needs, such as financial service providers or retailers.
• A definition of marketing includes identifying customer needs to meet objectives profitably.

Adidas, established in 1949 in Germany, is a global sports brand recognized for its product range of sportswear, footwear, and accessories, with subsidiaries like Reebok and TaylorMade-adidas Golf. The brand's association with the Olympics extends back to 1928 Amsterdam Games.

• Adidas has a history of supporting iconic athletes at the Olympics.

The marketing mix (4Ps) is crucial for survival and encompasses offering the right product at the right price, place, and through suitable promotion methods, tailored to meet unique consumer needs.

• Internal and external factors influence an organization's marketing mix.

Adidas uses international sports marketing strategies tailored to specific markets, considering cultural differences. The marketing mix focuses on sports marketing to drive the brand and increase sales.

• Sponsorship is crucial in sports marketing to associate a business with events or organizations.

Marketing strategies aim to achieve objectives like increasing market share. For adidas, engaging the 14-19 age group is a key challenge.

• Adidas set marketing objectives for the London 2012 Olympics and engaged in innovative promotional methods.

Promotional strategies aim to create awareness, interest, desire, and action for purchases. Adidas used both above-the-line (traditional advertising) and below-the-line (targeted consumer groups) promotions to engage consumers.

• Below-the-line promotion targeted the youth audience through various activities, including social media engagement.

Measuring a promotional campaign's ROI is critical, ensuring the effectiveness of marketing activities. Adidas measured and monitored its London 2012 sponsorship campaign to assess achievements.

• The promotional campaign's success was indicated by achieving set marketing objectives and demonstrating ROI.

An organization's marketing mix is essential for brand positioning and driving sales. Adidas used innovative sports marketing strategies, high-profile sponsorships, and well-planned marketing campaigns to engage consumers successfully.