(TIỂU LUẬN) MKTG1421 CONSUMER PSYCHOLOGY AND BEHAVIOUR further information relating to the , which range fr penalties for plagiarism

MKTG1421 CONSUMER PSYCHOLOGY AND BEHAVIOUR Semester 3/2019 Title of Assignment Assignment 3: Sustainable Consumption Project Name and Student ID & Signature Sangwon Han s3694965 Nguyen Dang Phuong Tram s3697909 Nguyen Thi Hoai Trang s3789474 Le Nguyen Minh Tuan S3635200 Nguyen Song Ai Nhi s3689540 Huynh Hong Thien Huong s3752291 Location Saigon South Class Group G03 SGS Lecturer Nguyen Anh Thu Word Count (Main content without list of references, cover page, etc.) 3500 words IMPORTANT NOTICE: All students listed on this page with signatures declare that they have read and agree to the statement of authorship on the next page Declaration and Statement of Authorship I/we hold a soft copy of this assignment which can be produced if the original is lost/damaged This assignment is my/our original work and no part of it has been copied from any other student’s work or from any other source except where due acknowledgement is made No part of this assignment has been written for me/us by any other person except where such collaboration has been authorised by the academic/teacher concerned and as detailed in the assignment I/we have not previously submitted this work for any other course/unit I give permission for my assignment to be scanned for electronic checking of plagiarism I give permission for a copy of my/our marked work to be retained by the Department for review by external examiners I/we understand that: Plagiarism is the presentation of the work, idea or creation of another person as though it is one’s own It is a form of cheating and is a very serious academic offence which may lead to expulsion from the University Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data, and oral presentations Plagiarism occurs when the origin of the material used is not appropriately cited Enabling Plagiarism is the act of assisting or allowing another person to plagiarise or to copy one’s work; this is not acceptable and is also subject to penalty Further information relating to the penalties for plagiarism, which range from a notation on your student file to expulsion from the University, is contained in RMIT Statute 6.1 Student Discipline (see Appendix in Student Guide or consult Turing.) Table of Contents Executive summary Introduction .6 1.1 Nature of the company .6 1.2 Key services/ products .6 1.3 Major Rivals 1.4 Market share/sales 1.5 Primary target market .7 1.6 Positioning map Stimuli of the brand/product/store 3.1 Print advertising 3.2 TV Advertising .9 3.3 Outdoor Advertising, Events .10 3.4 Online Advertising .11 Internal influences 14 4.1 Learning 14 4.1.1 Operant conditioning 14 4.1.2 Cognitive learning 14 4.2 Motivation 15 4.2.1 Safety need 15 4.2.2.Self- esteem needs .15 4.2.3 Self- actualization .16 4.3 Attitude 16 4.3.1 Cognitive 16 4.3.2 Affective 17 4.3.3 Behavioral 17 External Influences .18 5.1 Culture .18 5.1.1 Collectivism 18 5.1.2 Nature 19 5.1.3 Passive .19 5.2 Demographics 19 5.2.1 Population Trend 19 5.2.2 Geographics .20 5.2.3 Lifestyle 21 5.3 Group influence 23 5.3.1 Informational influence .23 5.3.2 Identification influence 23 Recommendation 23 6.1 Change store layout 23 6.2 Active/Trial Activities 24 Conclusion 25 References 26 Executive summary This report contains our findings about a range of consumer behavior concepts in the case of Adidas Our report draws attention to Adidas X Parley – an eco-friendly product released to raise awareness of environmental conservation, in which project reflects some of the related marketing stimuli accompanying with internal and external influences In this report, we will dispatch limitations of this campaign and address some possible recommendations on how the company can augment their performance in Vietnam local market At the outset, the written treatise fleetingly summarized the profile of this company and an overview of Adidas X Parley eco-friendly collection Their target customers identified as young adults aged from 18 to 35 years old based on the company's capability, therefore reflect the way they compete with other brands in the same industry such as Nike, Puma Plenty of stimuli are being collected from many sources such as outdoor activities “Run for the Oceans”, Facebook fanpage, Instagram, Youtube, print advertising, running apps, celebrities and participants’ posts, etc Regarding internal influences, Adidas applied multiple theories into their marketing strategies in significant sections The three concepts of Maslow’s hierarchy of needs are used to enhance consumer’s motivation to purchase the product The implications of attitude developed into the flow of new trends, applied new awareness for local consumers to adapt and Adidas has done it effectively, however, the recognition has not reached its peak Furthermore, culture also plays an important role which affects customer's purchase behavior Our paper evaluated the company's performance in collectivism, nature, and passive culture indicators Adidas has partially succeeded in using cultural factors to grasp Vietnamese consumers’ purchase intention but not completely effective in some parts Strategies learned from the course (operant conditioning, iconic rote, modeling, and reasoning) has been effectively applied to encourage the new trend of young demographic, hence, still need to modify local supermarket displays More improvements need to be applied to the marketing strategy thus in this report we will emphasize the existing weaknesses of Adidas X Parley strategies in operant conditioning, behavioral component, and passive culture value Several applicable recommendations on changing store layout, organizing trial activities, etc will be provided in order to improve their performance in reaching more consumers in sustainable consumption Introduction 1.1 Nature of the company Adidas, one of the leading sport manufacturers in the world, was founded by Adi Dassler in 1949 in Germany Adidas has worked with the environmental organization Parley for the Oceans since 2015 to prevent the pollution of marine plastic by creating products made from recycled ocean plastic waste, with the aim of raising awareness for the threat of marine plastic pollution and propose solution using power of sports (B & T Weekly 2018) 1.2 Key services/ products Adidas x Parley turns marine plastic waste into high performance products help spread awareness for the beauty of the ocean In addition to sustainability practice, Adidas expanded a new line of Parley x Adidas Outdoor footwear and apparel in 2018, including collection of Terrex, Two, Agravic and Boat As a result of the expansion of the product using recycled ocean plastic waste, Adidas produced over five million pairs of shoes and two million pieces of apparel using Parley Ocean plastic, according to adidas annual report 2018 (Adidas 2018) Shoe is the first product and the most popular line of the brand partnership with Parley for the Oceans with the well-known collections are UltraBoost 4.0 x Parley in 2018, and most recently Alphabounce Parley (Hong Dung 2019) 1.3 Major Rivals Adidas has several competitors making sustainable and eco-friendly shoe Converse and Nike are likely to be adidas’ largest direct competitors on social media based on number of Facebook page like On the other hand, Adidas has some indirect competitor like Reebok and ShoeX These brands offer environmentally friendly shoes in their collections, such as Nike Flyknit is one of many products Nike creates from recycled materials (Nike), Converse Renew collection is the example Converse makes up its canvas upper by using 100% recycled plastic bottles (Ismael 2019) Reebok NPC UK Cotton + Corn shoes features a 100% cotton upper and biobased sole derived from corn (Ismael 2019) ShoeX, a Vietnamese shoe brand creates fashionable shoes from coffee grounds (ShoeX 2019) 1.4 Market share/sales According to Passport, the top sportwear brands are Adidas, Converse, Puma and Nike Adidas becomes the top of mind brand due to its strong distribution network, effective marketing and promotional activities, and high performance products Moreover, Adidas Parley collection shows the sustainability efforts, leading to the dominant top of mind brands in sportwear segment The chart shows the revenue in the sportwear segment in Vietnam increases over years and is forecasted to reach nearly 15 thousand billion in 2023 Therefore, Adidas collaboration with Parley for the Oceans possibly continue to sell more products 1.5 Primary target market As the growth of environmental awareness among youth community, Adidas engaged them to change their daily habits of using plastic in order to save the ocean (Adidas 2019) and partner with Parley to host Run for the Oceans project which challenges runners from around the world to raise money for Parley education Overall, Adidas Parley target customers are young adults (18-35 years old), have active lifestyle and high awareness of green consumption 1.6 Positioning map Positioning map for Adidas x Parley include two attributes: recycled material and comfort Most sportwear brands nowadays using recycled materials to reduce their impacts on the planet as they notice the overall pollution levels increase strongly Comfort is one of the crucial factor that influence people in purchasing athletic shoes (Lyons, Robert, Jr., Jackson, E Newton, Jr & Singleton-Jackson, Annette 2011) Stimuli of the brand/product/store 3.1 Print advertising Stimulus Adidas Ultraboost Parley scanned banners at Quy Nhon beach Stimulus Scanned advertiser in Adidas store 3.2 TV Advertising Stimulus Adidas “Run for the Oceans” Video Ads on Youtube Stimulus Adidas Parley Campaign Ads from 2016 – 2017 – 2018 Adidas started this campaign since 2015 and reached its peak in 2018 when the world started to recognized this product Stimulus 5: Adidas x Parley video advertising content (Danielle Long, 2018) 3.3 Outdoor Advertising, Events Stimulus 6: Adidas created Running campaign outdoor in Quy Nhon, 200 runners successfully funded 800USD for Ocean Conservation (thethao247 2019 Internal influences 4.1 Learning 4.1.1 Operant conditioning Consistent quality of products is what Adidas has prioritized for the collection Adidas Parley With the origin from plastic of Adidas x Parley, the quality could be questioned; however, Adidas has conducted test such as NMD_R1 STLT, EQT with recycled materials and also use BOOST sole technology to ensure sustainable development of product’s quality (Arjun, 2018) Therefore, it has ensured the positive reinforcement with the result of several positive reviews published from YouTube bloggers to large newspapers such as business insider, runnerclick, etc and sold million shoes in 2017 (Arjun 2018) Furthermore, Adidas also “added” reinforcement by rewards that adding a preferential package to customers if they bring their used shoes back to the store so they are properly recycled and reusable However, the stores in Vietnam not contain pleasant store layout and atmosphere to attract the customer at first sight (Figure 1) Figure : Store layout 4.1.2 Cognitive learning Iconic rote learning/Modelling Adidas made a top-motion promotional video to tell the creative story of the Ultra Boost Parley shoe by using animated embroidery on the shoe's unique woven fabric With impressive and repetitive advertising, Adidas delivers content about the life cycle story of Parley shoes and ecofriendly products (Stimulus 5) Adidas also took advantage of the Adidas running community and worked with them to create a movement that caught the attention of global audiences on a striking work that visually conveyed the new message, running shoes Customers tend to adjust their behavior by observing other’s behavior Thus, the cast Diem My and Phan Anh participated in Adidas' ocean run competition and inspired everyone (Stimulus 9) The campaign was effective when the community of running enthusiasts in Vietnam contributed more than 1,000km, equivalent to 1,000 USD to the campaign to protect the marine environment (Tung Nhan 2018) Additionally, Adidas has effectively applied the celebrity endorsement with KOL advertising strategy based on the actions of celebrities who are actors or influencer with high awareness and follow, which helped increase coverage, brand identity and reach new potential customers As a result, the official Facebook channel of adidas in Vietnam has reached million fans and is among the top 15 brands with the largest fan base in Vietnam (Socialbakers.com 2018) 4.2 Motivation 4.2.1 Safety need It is the fact that consumers are motivated by products that bring them both physical and psychological safety Product safety for customers is a must at Adidas They manage risks related to defective products that can effectively injure consumers One of the typical policies is to apply chemical product compliance and safety standards to all brands of the company Knowing the world's trends are geared towards environmentally friendly products and human safety needs, Adidas Parley has implemented strategies to build a quality brand image with the protection of customers' safety on social media Adidas has launched videos about telling the story of shoes made from ocean plastic products but still ensuring quality have generated positive views of customers towards Adidas products The sponsorship of major sports tournaments also confirms the reliability and quality of Adidas products (Stimulus 6,7) 4.2.2.Self- esteem needs Most people have a need for respect, power, prestige and status, which has decisive meaning in the purchase of customers People tend to change their behavior according to the crowd or famous and influential celebrities in society As living green is becoming a trendy lifestyle in Vietnam (Vietnamplus 2019), when customers consume environmentally friendly products, they will be perceived with more positive images and more respected in society Adidas has successfully understood consumers‘s self-esteem need Famous sports superstars have been featured on Facebook fanpage to make a positive impact and encourage consumers to buy Adidas products (Stimulus 10,11) Along with that is the collaboration with Parley organization to create shoes from ocean waste which convey a strong message and encourage consumers to buy their products and contribute to protect the ocean The environmental running strategy was also launched by Adidas and strongly influenced the community of environmental and sports lovers around the world (Stimulus 6,7) 4.2.3 Self- actualization Self-actualization needs are considered to be the highest needs in the Maslow scale, which is the desire to achieve, to make the potential of an individual reach the maximum level and accomplish certain goals This need includes the need for awareness, aesthetics, and fulfill their goals with all their abilities The highest demand of the user is self actualization Understand self-actualization need, Adidas x Parley has effectively told its product stories to consumers through short videos, promoting the consumer habit of environmentally responsible shopping Corporate social responsibility of Adidas is one of the factors that make this brand become prestigious in customers Hundreds of millions of plastic bottles will be brought back to life with useful shoes instead of falling to the sea floor Realizing the social values Adidas x Parley and with highly awareness of protecting the environment, customer are more eager to purchase Adidas x Parley products 4.3 Attitude 4.3.1 Cognitive Adidas x Parley is a revolutionary collection which designed to give customers all the comfort and support their runs need, with tuned forging and an optimized fit (Adidas 2019) yet retain the purpose of reducing the expansion of marine plastic Recently, consumers also refer environmentally friendly to this brand due to their effort in alleviating plastic waste into the ocean (Vnexpress.net 2019), plenty of positive response can be seen in social media related to this eco-product (Figure 2) Figure 2: Positive comments Through online platforms, Adidas aimed at adding new beliefs in seeking a suitable shoe, high-performance footwear can be either fashionable and environmentally friendly Since sustainable lifestyle is now an emerging green trend in Vietnam (VietnamPlus 2019), Adidas delivers to customers a message that caring about the ocean can be accompanied by producing the most modern shoes Not only several campaigns and videos has been launched to promote about eco-friendly shoes, but they also strongly emphasize the comfort quality though the shoes origin are from plastic (Stimulus 5) Consequently, the belief of comfort has been strengthened that the quality is superior 4.3.2 Affective Adidas x Parley has succeeded in creating a positive brand image in Vietnamese customers’ mind, through social media advertising and realistic campaigns Within Adidas “Run for the Oceans” campaign, for every kilometer that people ran, Adidas will donate one dollar for Parley Organization which encourages runners to engage for the oceans’ health By using positive effect towards the advertising, the campaign attracted hundreds of Vietnamese participants and gained over 10,000km which ranked 43 among 200 nations (Stimulus 6,7), Adidas successfully emboldened people to participate in this realistic campaign Additionally, familiarity effect is also used by Adidas since they assigned blue and white colors to be the dominant tones of the collection, which have mere exposure to the purpose of saving the ocean Figure 3: Familiarity effect with blue and white 4.3.3 Behavioral According to Sallam and Algammash (2016), consumers who are effectively affected by advertising, may form attitude a positive influence their has a done affected affective behavioral great positively job in on trial of Adidas website has that may then attitude In this case, Adidas affective component it clearly behavioral positive component influence on The e- satisfaction since attributes during order placement like product criteria, website response time, the payment process, return and exchange policies, etc are all provided (Stimulus 13) However, besides environment-related events, Adidas does not have any direct trial activities such as pop-up events or store discounts in Vietnam for this particular collection to engage more consumers Overall, Adidas shows an excellent performance in modifying Vietnamese customer attitudes in Affective components Otherwise, Cognitive components needs some improvements and Behavioral component needs direct approaches to appeal to customers’ intention External Influences 5.1 Culture 5.1.1 Collectivism According to Hofstede (2001), Vietnam belongs to collectivism society which people mostly being affected by others since there are significant emotional dependence of members on their organization Understand the effect of collectivism, Adidas has organized a running campaign called “Run for the Oceans” with the engagement of famous KOL influencers such as Diem My, Phan Anh, etc (Stimuli 10) with the spread of Adidas x Parley message, rethinking and repurposing plastic to save our oceans, for us and generations to come Furthermore, Adidas also utilize their campaign by using KOL sharing posts and continuously update information on Adidas fanpage, which receives several positive comments from target customers (Figure 4) Figure 4: Positive comments Therefore, Adidas X Parley has effectively applied collectivism culture in their activities However, it can be more effective if Adidas x Parley use more advertising images in Vietnamese context instead of applying global marketing to Vietnamese market 5.1.2 Nature Formerly, Vietnamese customers did not take into consideration emerging environmental issues but nowadays the young generation has a high awareness of sustainable consumption, green products like bamboo straws, cloth bags, etc are used by plenty of consumers (24h 2019) Understand these positive culture changing, Adidas X Parley has organized projects which mostly target generation Z (Briefing 2019) (Stimulus 13) However, since using plastic products also brings convenience to customers and Adidas X Parley has premium price, some groups of people are not persuaded by environmental protecting purposes of these products Acknowledged this obstacle, Adidas only promotes and organizes activities in big cities which targeted urban people, who are welleducated and highly-aware of environmental issues (Stimuli 5.1.3 Passive Traditionally, Vietnam learning culture was passive since the way information delivered just based on academic but not encouraged social activities and outgoing (English.vietnamnet.vn 2018) However, Vietnamese youth are active participants in social activities, especially in protecting the environment Understanding passive culture, Adidas X Parley has targeted Vietnamese Youth by inviting Phan Anh and Diem My joining the campaign The “Run for the ocean” event was held in Quy Nhon which got 200 runners participating, resulted in 800 dollars contributed to the Parley organization (Dan Tri 2019) This campaign has made a huge response globally and when it came to Vietnam, it has also received positive acknowledgment However, since the campaign did not have several active activities to engage customers, the result was still insignificant comparing to global response 5.2 Demographics 5.2.1 Population Trend With the population of 96,894,186, Vietnam has a young population with almost 50% of the population are under 30 years old (Worldometers, 2019) (Figure 5) From Adidas x Parley stimulus, we can see that Adidas Parley’s target audience are young people from 18 to 35 who are living an active lifestyle and highly aware of environmental issues (Vietnam Investment Review 2019) As more than 60% of the country's population are using Facebook with 60,9% of them are between the ages of 18 to 35 years old (Napoleon cat 2019), Adidas has effectively apply KOL strategy on Facebook, Instagram with using pictures of Vietnamese celebrities Phan Anh, Diem My wearing Adidas Parley to engage participants in the campaign Figure 5: Vietnam age structure and sex ratio in 2020 5.2.2 Geographics Ho Chi Minh and Ha Noi are of the cities that has the highest population (World population review 2019) (Figure 6) Figure has also displayed the trend of increasing of people living in urban area whereas people in the rural area decreasing overtime (Worldometers 2019) Acknowledging the geographics, Adidas has located 26 stores in Ho Chi Minh and 24 stores in Ha Noi, which can be found in major districts or mall and residential area with highly traffic of potential customer (Adidas sport performance 2019) Adidas have also expanded their store across cities in Vietnam with the recent opening of the largest store in Vietnam in HCM city (Vietnam Investment Review 2019) This location strategy has effectively draw customer attention in buying Adidas Parley Figure 6: top cities by population in Vietnam Figure 7: Vietnam urban population 5.2.3 Lifestyle Green lifestyle The youth of Vietnam are now more aware of the environment They use social media as their platform to share their green lifestyle of using less plastic item with alternative items such as paper straw and reusable container (Tuoi Tre News, 2018) They create trend on social media such as the #trashtags challenges which is about posting pictures of them cleaning up trash in parts of Vietnam (Tuoi Tre News, 2019) Generation born with smartphone and internet The generation Z of Vietnam are born with smart phones and internet The activity can be seen from communicating through Zalo, finding entertaining content on YouTube and sharing posts on Facebook (Nielsen, 2018) “Gen Z in Vietnam use an average of 2.77 social media networks each week, and around half agreed that the number of likes a post received demonstrated their popularity and made them feel noticed” (Forbes, 2018) Understanding youth lifestyle, Adidas x Parley campaign, promoting green lifestyle through the act of protecting the ocean from plastic waste, can be found on many social media platforms such as Facebook posts and YouTube promotion videos Adidas x Parley created their own trend with the #adidasParley #RunForTheOcean Their Facebook post feature Vietnamese celebrities such as Phan Anh and Diem Myy (Stimulus 10) On Facebook, they actively interact with their followers through replying to comments on their post and hosting mini games with rewards encouraging their followers to like and share the posts (Figure 8) Consequently, the participants of “Run for the ocean” event held in Quy Nhon has been up to 200 runners, resulted in 800 dollars donated to the Parley organization (Tung Nhan 2019) (Stimulus 6,7) Figure 8: Adidas’s mini games post on Facebook 5.3 Group influence 5.3.1 Informational influence In Vietnam, the number of Facebook users has reached 45.3 million in 2019 (Statista 2019) Understanding informational influence, Adidas x Parley has efficiently post on Facebook several contents with strong commitment to let their followers inform about the campaign and also engage them through mini games with rewards Consequently, their followers have responded positively on every post with the highest interaction post go up to more than 3,900 expressions and more than 1,900 comment with 853 people sharing it Furthermore, information about Adidas x Parley are covered by many Youtuber whom channel are about reviewing shoes and sneakers (Stimulus 8) Therefore, the influence of bloggers and social media has considerably contributed in creating high degree of reference group influence and pushing sales of Adidas Parley 5.3.2 Identification influence In Vietnam, customers are now more aware of the harmful effect of plastic and taking action to reduce plastic waste (Vietnamnews 2018) By supporting Adidas x Parley campaign, consumers can be identified as part of group that protect the environment and promote green lifestyle The Adidas x Parley campaign use KOL from both inside and outside of Vietnam to connect to the consumer On Facebook, their posts feature Vietnamese celebrities Phan Anh and Diem My supporting the campaign.To further gaining more attention Adidas start to feature international football play such as Marcelo Vieira from Real Madrid and Xabi Alonso from Bayern Munich (Stimulus 11) Beside the football player Adidas also feature Zidane, a famous football manager of Real Madrid in one of the posts on Facebook (Stimulus 12) With high revelance of eco-friendly products, Adidas x Parley Facebook posts with KOL, creating high degree of group influence, have more views and interactions than others on average Some most effective posts feature Marcelo Vieira on Facebook have more than 5000 interactions Overall, Adidas x Parley has effectively use identification influence to support campaign spreading to a wide range of audience Recommendation 6.1 Change store layout As analysed in Operant Conditioning, Adidas is highly recommended to adjust store layout and atmosphere to attract and engage more customer in buying Adidas x Parley Applying physical surroundings, Adidas should place large banners at the front of store with the pictures of famous sport superstars wearing Adidas x Parley to draw cutomer attention at first sight Furthermore, for shoes areas, Adidas should learn from competitors such as Nike, Sketchers to have a dinstinct boost to display the collection with lights directly glowing to make Adidas x Parley outstanding and eyecatching (Figure 9) Figure 9: Store Layout 6.2 Active/Trial Activities As analysed in Behavioural and Passive, Adidas is highly suggested to organize active and trial activities For trial activities, it is suggested that Adidas add a pop-up “ Green Parley” station, demonstrating Adidas x Parley value featuring the green lifestyle of reducing plastic waste in ocean The station will be placed at large Adidas stores or stores at shopping mall It will contain several interacting activities such as watching videos about the collection, collecting plastic waste, wearing Adidas x Parley to play virtual 3D game and inviting customers to register for running event to receive discount code Since Passive is part of Vietnamese culture, Adidas should run both online and offline advertising during stage information search For online advertising, Adidas is suggested to run advertising posts of sales promotion of Adidas x Parley on Facebook and Instagram, leading social media platform in Vietnam (Statista 2019) The sales promotion only occurs in one week at the popup “Green Parley” station and only when the customers registering for the running event to donate to Parley Not only Facebook, Instagram, Youtube is also an effective channel to change customer behavioural attitude and passive culture During the stage of information search, Adidas x Parley is advised to invite more Youtube bloggers and influencers to review about the collection and notify about the running event due to 50 million Vietnamese population using mobile social media according to a report by Vietnamese digital advertising firm Adsota With the aid of Youtube, customers will be more active in evaluating the quality and social values of Adidas x Parley For offline advertising, it is recommended that Adidas place print banners at public place or on streets to raise customer awareness about the “Run for the Ocean” campaign Last but not least, at the running event, instead of using global banners (Stimulis 1), Adidas is also recommended to modify into Vietnamese version so it will be highly relevant to Vietnamese perception, leading to higher engagement in the event Last but not least, understanding demographics and self-esteem needs of Adidas target customer, Adidas is highly recommended to continue apply KOL strategies in the campaign but with larger scale Although Diem My and Phan Anh has great effect in attracting participants, Adidas can expand the scale of “Run for the Ocean” event by inviting more KOLs participating the running campaign such as Hana Giang Anh, famous sport influencers, Chau Bui, well-known influencers for Generation Z, etc Therefore, all the active and trial activities are expected to positively changing customer behavioural attitude and passive culture Conclusion In conclusion, Adidas Parley has successfully applied internal and external influences to attract and engage customer in the “Run for the Ocean” campaign though there are some ineffective influences which need some improvements With our recommendation of conducting the active and trial activities and change store layout, the campaign “Run for the Ocean” will have an opportunity to create greater impact with considerable results in Vietnamese market References Adidas (n.d.), viewed January 2020, Adidas n.d., CÁC CỬA HÀNG PHÂN PHỐI ADIDAS SPORT PERFORMANCE, adidas, viewed 19 December 2019, Adidas n.d., Sustainability Parley ocean plastic, adidas, Vietnam, viewed 17 December 2019, Adidas, ‘Parley Ocean Plastic’, adidas, viewed January 2020, < 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Enabling Plagiarism is the act of assisting or allowing another person to plagiarise or to copy one’s work; this is not acceptable and is also subject to penalty Further information relating to the penalties. .. package to customers if they bring their used shoes back to the store so they are properly recycled and reusable However, the stores in Vietnam not contain pleasant store layout and atmosphere to. .. According to Passport, the top sportwear brands are Adidas, Converse, Puma and Nike Adidas becomes the top of mind brand due to its strong distribution network, effective marketing and promotional