Analyses customer relation theory of adidas Assignment

Analyses customer relation theory of adidas - Assignment Example This is a powerful marketing for Adidas and it uses it effectively to be able to engage the customers. Adidas tries to use customer loyalty in order to maintain its customers. Although some scholars have argued that consumers are rarely loyal to such brands as Adidas and its major competitors like Nike and Puma, the firm still sticks to its strategy of trying to create customer loyalty Matthew (2013). One of the ways in which Adidas tries to create customer loyalty is to have its brand strategy designed in such a way that all customers have been served. For instance, the firm is currently delivering three parts of its brand (Arenas, 2010). The first brand is the original which gives the customers the option to access the original Adidas designs. This is for the loyal customers who still want to stick to the products they liked in the older days. The second is the designs that are geared towards professional athletes. These products are designed to serve professional athletes in order to help them have the best performance. The third and last brand is geared towards fashion. This is f or the Adidas customers who feel they want to wear Adidas products but with a fashion appeal to it (Kyle, 2006). Of these three categories of customers that Adidas targets, its digital marketing strategy targets only two. The two categories targeted with the digital strategy for Adidas are those who are fashion oriented and the athletes’ categories. The reason for this is these customers are the ones who are most likely to use the gaming consoles and so Adidas is able to engage these customers. Although the digital gaming console is the main digital marketing strategy that Adidas has used mainly, the firms also uses other digital channels to engage the customers. For instance, the firm uses social media such as Facebook and twitter for its