Role of Promotion in Retailing Essay Example | Topics and Well Written Essays - 1000 words

Role of Promotion in Retailing - Essay Example The objective of the paper is to show the promotional strategies of Adidas that have been used by the company as a part of its initiatives within 2012 London Olympics as their promotion campaign. The paper also shows the role of promotion in retailing as well as the advantages of promotion and the line marketing of Adidas. Promotional Strategies: Adidas for London Olympics 2012 Promotion is one of the most essential tools in marketing of a product. The elements of promotion are advertising, personal selling, publicity, sales promotion and direct marketing. A company makes a promotional mix to identify the budget to conduct the promotion and to recognise the importance that is to be provided to the various elements of promotional mix. The objectives of the promotional plan include augmentation of sales, recognition of the new product, brand equity creation and corporate image creation among others (McGoldrick, 2002). ... t with a outlook to meet up the necessities of the promotion Promotion helps in improving the morale as well as the satisfaction of the job of the employee By improving the morale of the employees, promotion ultimately helps in improving the organizational health It creates alertness of the survival of the product as well as the service provided Promotion helps a company to enlarge its market share Promotion provides information regarding the products as well as the services to the consumers that produces an incentive for the consumers to procure the products as well as use the services (McGoldrick, 2002) Adidas is known as one of the prominent sportswear manufacturers of the world. The Adidas Group was established by Adolf Dassler on 1949 with its headquarters in Germany. The first as well as the foremost global achievement of the brand was celebrated in 1954 when Germany won the championship of soccer. In middle of the 1980’s, the group had certain commercial breakdown but i n 1995 the Adidas Group regained its momentum and to stay in a competitive market with Nike, in 2006 Adidas had taken over Reebok. The company sponsors many games with their own capital and its sportswear such as soccer and Olympics among others (Adidas Group, 2012). To grow to be the top retailer and provide with quality products are the main visions of Adidas. Retailing is important to show the breath of the product, to build division in markets where traditional structure of wholesaling does not exist and to influence the knowledge from own retail for the whole organization (Adidas Group, 2012). Adidas is going to be the official partner regarding sportswear for the London Olympics for the year 2012 (Guardian News and Media Limited, 2012). Adidas will act as the official partner for the team