The Adidas AG and Virgin Australia-Free-Samples for Students

Question: Analyse and evaluate the Adidas AG and Virgin Australia Holdings Ltd and its Marketing. Answer: Comparison between theories and practice Salam et al. (2015) stated that the theory of marketing ix is developed in order to help marketers regarding targeting potential customers and attain maximum profitability. However, if utilized in other way, this theory can also provide opportunity to assess whether or not an organization is proceeding in an accurate direction. The theory of marketing mix highlights that a company should formulate right products that works well and sold at right place (Erragcha and Romdhane 2014). It is also illustrated in the theory that these products not only presented in a correct place but the most suitable promotional strategies should also be used so that more people get aware of their products. Adidas Product The marketing strategy illustrates that the product has to have the right features with great appearance (Salam et al. 2015). Adidas is famous for their sportswear and they fulfill the marketing strategy of product by incorporating fashion in sportswear. They major product lines are footwear, clothings and accessories (Erragcha and Romdhane 2014). It can be said that they have integrated extra features in their products ranges and thus adapts a depth in this aspects. In the shoes, Adidas have incorporated technology for reducing the impacts during running, spares joints from stress and protection of heals in their product range Adiprene (Adidascenter.com 2017). They have also incorporated lightweight arch support in their range of Torsion System. Image 1: Adidas product portfolio (Source: Adidascenter.com 2017) Though their major focus is only the sportspeople but they have developed their products for other common people who desire to experience their services. They also target children from their Adifit shoes ranges, which is a removable shoethat provides better size fitting of childrens shoes (Ind et al. 2015). The technology is also used for increase the durability of their shoe and Blown Rubber and UtraFoam is used to formulate shoes. This makes them to attain the position of Top priority in 2007 and a brand of choice for runners on all level (Adidascenter.com 2017). Compared to the marketing theory their practice matches as they constantly upgrades and innovate the features of the shoes in order to attain more customer satisfaction. Price According to the marketing mix theory, the price of the product must be right so that company can obtain large customer base to produce a healthy profit. Salam et al. (2015) thus depicts that the more is the customer base, the more will be the profit of the organization. However, Adidas do not usually intend to attract people with lower income group. They adapts skimming pricing strategy where the cost of the new products is much higher but it can be said that they can utilize the strategy of competitive pricing strategy in order to attract more people. Thus, it can be said that Adidas use the competitive pricing strategy for run on the mill products to compete with other companies like Nike, Reebok and Puma. Virgin Australia Holdings Ltd Price In this aspect also it can be said that Virgin Australia has followed the marketing mix strategy effectively. They have developed different fare type like- Business Lite, business, Saver, Saver Lite, Flexi, Premium and Premium Lite (Virginaustralia 2017). All these price options allow them to offer service to each group of the community. Thus, the theory of actual price marketing mix is put into forward into practice by Virgin Australian Holdings Limited. On comparing the prices of the flight services, it is found that: Airways Flight services along with their Prices Virgin Australia Saver Lite Saver Flexi Business Business Saver $109.00 $125.00 $269.00 $598.00 $519.00 Qantas Red e-Deal Fully Flexible Flexi Saver Business $163.00 $536.00 $269.00 $669.00 Jet Star Red e-Deal Fully Flexible $120.00 $324.00 Tiger Airways Standard $64.95 Table 1: Flight services along with their Prices (Source: Created by the Author) Thus, it can be said that Virgin Australia has followed the competitive pricing strategy that allows them to attain more competitive advantage. In this aspect also, it is found that the theory of pricing strategy is fulfilled through the practice of Virgin Australia. Products As a part of the products innovation, Virgin Australia has a single core product on which they have to focus. However, they have bring innovation in their existing services like incorporation of new buses, improves lounging areas, free Wi-Fi onboard and collaborates with other leading companies through which customers can get aware of their brands (Virginaustralia 2017). Virgin Australia introduced Samsung Galaxy Tablets on International flights. Moreover, the facilities in the products have been improved by incorporating online services. Facility like booking, cancellation of booking, in-flight entertainment, priority check-in, priority boarding and lounge entry are some of the new facility that is incorporated in the flight services of Virgin Australia. Moreover, additional facilities like food- and- beverages and extra legroom are also formulated in order to attract more customers. Thus, as per as the marketing strategy, it can be said that Virgin Australia satisfy the theory thro ugh their practice. Reference List Adidascenter.com., 2017.Technologies - Adidas Center - www.adidascenter.com. [online] Available at: https://adidascenter.com/cms.php?id_cms=7id_lang=1 [Accessed 13 Jun. 2017]. Erragcha, N. and Romdhane, R., 2014. New faces of marketing in the era of the web: from marketing 1.0 to marketing 3.0.Journal of Research in Marketing,2(2), pp.137-142. Ind, N., Iglesias, O. and Schultz, M., 2015. How Adidas Found Its Second Wind.Strategy+ Business, (80). Salam, A., Inam, S.G. and Awan, W.A., 2015. The Impact of Marketing Mix (5 Ps) Elements on Sales of UPS: A Case of Karachi Market-Buyer's Perspective.Journal of Business Strategies,9(1), p.51. Virginaustralia., 2017.Virgin Australia| Home Page. [online] Available at: https://www.virginaustralia.com/ [Accessed 13 Jun. 2017].