80709916 Marketing Communication Adidas Group Assignment

8/12/2019 80709916 Marketing Communication Adidas Group Assignment

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Kingston University

Faculty of Business and Law

MA Marketing with English

Marketing Communications rou! Assignment

"#!ortswear$ Adidas%

Module &itle$ Marketing Communications BMM''(

London) *+th,ecem-er .'**

rou!$

Can Cihan / K**0'11(

Catherine 2ivas / K**'*033

4aroonrat Kovawinthaveewat K**((.33

&omoko Kawashima / K**(+353

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Executive Summary

&he !ur!ose of this re!ort on Adidas is to re/lunch the com!any to

make it the first -rand in s!ortswear sector in UK6 &his re/lunching

!rocess is im!ortant -ecause even Adidas s!ends more money than

the leader 78ike9) Adidas have not achieved the leadershi! in UK yet6

&o achieve the leadershi! firstly consumer trends investigated) then

internal and e:ternal environments were analy;ed) the former with

#E#& analysis6 After that new

o-?ectives were defined for cor!orate level) marketing level and

communication level6 Furthermore) targeting) segmentation and

!ositioning theories are a!!lied to reach the customer easily6 Addition

to this) the most suita-le communication tools were determined with

take account of -udgeting constraints6 Finally an evaluation is made

with !re/testing and !ost/testing techni@ues6

n the light of the researches) it can -e seen that the new trend is

-eing fashiona-le in s!ortswear sector6 &hus the slogan reviewed and

changed as "m!ossi-le s 8othing) Fashion s Everything% to reflect

the new trend and new o-?ective of Adidas6

&o conclude) due to the forecasts of the s!ortswear trends and -uyer

-ehavior) Adidas will change its strategy and communication interface

to -e a leader in s!ortswear sector in UK6 Moreover) there is a good

chance for the com!any that London =lym!ics will take !lace in near

future6 &o use this chance) the com!any will use all of the effective

communication tools6 Adidas will s!read the new slogan and new face

to consumers6

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Table of Contents

1. Introduction...................................................................................................................4

2. Company Profile/ Products............................................................................................4

3. Context Analysis...........................................................................................................5

3.1 Consumer Trend......................................................................................................5

3.2 Business context !ale and "ar#et !$are................................................................5

3.3 Competitor analysis.................................................................................................%

3.4 Internal Analysis & Adidas......................................................................................'

3.5 (xternal Analysis ) Adidas......................................................................................'

4. *+,ecti-es......................................................................................................................

4.1 Corporate o+,ecti-es................................................................................................

4.2 "ar#etin *+,ecti-es............................................................................................10

4.3 Communication *+,ecti-es...................................................................................10

5. Taretin and !ementation........................................................................................10

5.1 emorap$ic Trends.............................................................................................10

5.2 Be$a-ioral/ Psyc$orap$ic Trends........................................................................11

5.3 Pen Profile/ T$e taret audience............................................................................11

%. Positionin...................................................................................................................11

'. Communication !tratey.............................................................................................12

56* Creative Brief..................................................................................................13

'.1.1 Co)+randin/Colla+oration & usion Adidas and "6.............................13

56*6. ntegrated Marketing Communication...........................................1%

7. Total Budetin of t$e Campain...............................................................................21

. (-aluation and control.................................................................................................23

.1 Pre)testin..............................................................................................................23

.2 Post)testin............................................................................................................23

10. Conclusion.................................................................................................................24

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10. Conclusion1. Introduction

Coming .'*.) London will -e the host of London =lym!ic .'*.6

t is easily imagined that the enormous attentions toward =lym!ic

could also turn to their attitude of s!orts6 Automatically this attitude

would affect s!ortswear market !ositively as they -ecame more

interested in s!orts6 n terms of s!ortswear market) one of the to!

-rand Adidas has !ossessed a second market share following the to!

leading com!any 8ike for amount of times6 8ike leads not only

!roducts sales -ut consumer !erce!tions of the -rand images6 &hen)

this re!orts aim to suggest Adidas re/launching strategy to

differentiate and defeat 8ike -y -oth creating new image and

awareness of Adidas and increasing !roducts sales6 &herefore) the

!recise marketing communication !lan of Adidas) which is using

several advertising methods and !latforms) will -e demonstrating6

2. Company Profile/ Products

ADIDAS Group

&he com!any name is -ased on its founders name) Adolf 7Adi9

,assler whose first name was shortened to the nickname Adi6

&ogether with the initial three letters of his surname it formed

A,,A#6 Adolf 7Adi9 ,assler -egan the story of the Adidas rou! in

his mothers washroom) a small room with no electricity and no

machinery in *+.'6 Moreover) on August *Dth) *+(+ Adidas was

registered as a commercial com!any called "Adolf ,assler Adidas

#!ortschuhfa-rik% in Frt) the small town of er;ogenaurach

7Adidasrou!) .'**a96 n addition to this it is also necessary to

consider the logo of the com!any) the 1 #tri!es) was designed -y

Adi ,assler and first usage of the sym-ol on footwear is in *+(+6

7Adidasrou!) .'**-96

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aving considered the history of the com!any) it is necessary to

turn to nowadays6 Adidas A is the worlds second largest s!orts

com!any in the s!orting goods industry in terms of annual sales)

which is more than G*'-n6 Adidas consist on three -rands) including

Adidas) &aylorMade olf) and 2ee-ok6 Euro!e) the Americas) and Asia

are the regions where the com!any o!erates in6 Furthermore) the

head@uarter of the com!any is located in er;ogenaurach) and

Adidas rou! has (.)3(. em!loyees6 n terms of !roduct range) the

com!any hasH footwear) s!orts a!!arel) s!orts accessories) golf

e@ui!ment) golf -all) hockey e@ui!ment and a!!arel 7,atamonitor)

.'**96

3. Context Analysis

3.1 Consumer Trend

According to Key note re!orts) &he Kantar Medias & survey

shows that more male consumer !urchase s!orts clothes than female

in .'*' due to their rather !artici!ations of s!orts6 =ne of the

remarka-le trends of consumers in s!ortswear market is that they

tend to !urchase s!ortswear as a casual wear or fashion !ur!oses

rather than !ractical uses6 7A!!endi: *9 t is estimated -y Mintel

re!ort that the value of this market went u!ward -y .*I over the

3years and forecasted more increase -etween .'** and .'*06

7A!!endi: .9 Another factor that im!acts on this market is) according

to Mintel) one @uarter of consumers -uy s!ortswear at online sho!s

such as ama;on) M and M ,irect) A#=#) e/Bay6 t is also seen in asurvey asking the attitudes towards internet sho!!ing6 7A!!endi: 19

>rice considered sho!!er -uy from e/retailers as they can find out the

-ig discount value at there6

3.2 Business context: ale and !ar"et #are.

Keynote 7.'**9 stated that the Adidas rou! is in the second!lace in s!ortswear market share in the UK and the num-er one is

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8ike nc6 7A!!endi: (96 Adidas -ecame stronger in the market after its

ac@uired 2ee-ok that is the third !lace in market share on that time

in .''06 &he main focus on s!ortswear of the adidas -rand are

foot-all) running) -asket-all) training and outdoor activities 7Keynote)

.'**96

Adidas rou! has increased its sales in .''+ that accounted for

5.6(I of the total sale 7A!!endi: 39 7Keynote) .'**96 According to

Keynote 7.'**9 illustrated that more recent figures from adidas show

that sales have increased su-stantially in .'*') with net sales in the

first + months of .'*' reaching J+6'0-n) com!ared with J56+.-n in

the first + months of .''+) although the full years figures have not

yet -een released -y the rou!6

owever) the !re/ta: !rofit showed a significant decrease from

J116.m in .''0 to J**65m in .''+ 7A!!endi: 096 t can -e argued

that the !re/ta: !rofit has decreased from .''0 to .''+) although the

total sale has increased in .''+6 t might have a result from the

recession and increasing in !roduction cost that is cotton 7Keynote)

.'**96

&he ma?ority of s!orts !urchases are made -y more fashiona-le

than the !revious time6 &he !ur!ose of wearing s!ortswear in !resent

are -oth !ractical and leisure aims 7Mintel) .'**96 8ike launched its

flagshi! 8iketown store where customers can create their shoes color

and style -y themselves situated in =:ford Circus in London 7Keynote)

.'**96 Adidas also follows this trend -y allowing customers design

their own shoes in the adidas we-site 7Adidas) .'**96 t can -e argued

that adidas and 8ike ca!ture the trend of customerH nevertheless)

adidas might not enough !ower to com!ete with 8ike to -e num-er

one in the market share -ecause 8ike offers this o!!ortunity in the

store whereas adidas !ut this on their we-site6 t is more realistic to

select a !roduct -y facing a real one instead of imagination6

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3.3 Competitor analysis

8ike has -een the to! market leader stood -y Adidas and

dominated other -rands such as >uma) 8ew Balance) >entland rou!

>LC in s!ort clothing and footwear market in UK 7A!!endi: 596 &he

-est/selling !roducts in 8ike are running shoes and -asket-all -oots)

which is dominant in the market6 8ike also s!eciali;es in functional

s!ortswear for many s!orts and also offers s!orts activities6 n .'**)

they launched new i/!hone a!!lication) which targeted women for

encouraging their !artici!ation of s!orts -y hel!ing to achieve their

training goal6 &his launched in order to com!ete with Adidas

a!!lication miCoach6 As A!!endi: D shows) it is dominant that 8ike

is -est !ositioning in consumer attitudes of -oth differentiation and

trust as!ects within other com!etitors6 >ental rou! >LC has variety

of s!ortswear -rands ranged from outdoor -rand to swimwear

s!eciali;ed -rand6 n terms of >uma) their !roducts !erform as -oth

fashiona-le and functional s!ortswear which is divided into three

o!tions$ &eams!orts) 2unning) Lifestyle and Fundamental6 7Key note)

.'**9

3.$ Internal Analysis % Adidas

Adidas is owner of a strong !ortfolio and the mission of this

-rand as a worldwide com!any is to -ecome the -est s!ort -rand in

the world6 According to Mishra) .'*') "Mission of Adidas lo-al is to

-e the -est s!orts -rand in the world offering the -est !roducts and

services6 Adidas aims to come u! as a socially and environmentally

res!onsi-le organi;ation that em-races creativity and diversity

and reward its em!loyees and shareholders%6 Adidas is a consumer

focused com!any due to this -rand is always im!roving @uality) look)

and image of the !roducts according to customers needs6 &he

innovation and design is focused in hel! athletes of every skill levels

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to achieve the -est !erformance with each !roduct of the line6

owever) Adidas have -een less orientated in fashion and trends than

other s!ortswear com!anies of the markets6 &his fact generates the

need of creating a cam!aign to demonstrate that Adidas could -e a

fashiona-le trade name as the other com!etitors6 7,ata Monitor)

.'**96 n order to understand the internal analysis of this com!any it

is im!ortant to revise the #


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in non/develo!ment countries where the man!ower of em!loyees is

considera-ly chea!er com!aring with the UK 7Mishra) .'*'96 &his fact

make that Adidas does not have control of the manufacture and

increase cost of distri-ution6 owever) for the -usiness is difficult to

!roduce their !roducts in England due to the large @uantity of

investment that they would need to s!end to relocate factories and

em!loyees in the UK 7A!!endi: *'96

Socio-Cultural:

n the actuality) many !eo!le are concerning more a-out health)

wellness and e:ercise6 &his as!ect is very !ositive for Adidas due to

this new market could -e !enetrated6 Additionally) lose weight and

fitness is one of the most !o!ular markets and Adidas could take this

fact as an advantage to create more cam!aign a-out how maintain

healthy conditions for the -ody !romoting their !roducts6 Another

socio/cultural issue is the environment) every organi;ation that

!roduce !roducts using the nature have to -e aware of this as!ect6

&here are many ways of -een friendly environment such as create

recycled !ackage and sto! using real animals6 owever) Adidass raw

materials for foot-all -oots are taken from animals and this is

creating several !ro-lems with environmental cam!aigners6 Another

social !oint is that !eo!le are more concern a-out fashion and style

when they !urchase s!ort !roducts6 8owadays) consumers have more

awareness a-out how they look and they are more interested in -rand

names and re!utations6 &hat is one of the reasons why Adidas should

-e more focused on fashion to create a new !ers!ective of their

!roducts and attract more customers 7A!!endi: *'96

Technology:

t is not a secret for anyone that technology is one of the most

im!ortant as!ects for any cor!oration6 t is fundamental for any

com!any to -e u!date with technology) innovation) new develo!ment

of !roducts) new materials) @uicker !roduction machines) etc6 &hese

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are factors that Adidas should take into consideration6 Furthermore)

use #ocial Media to communicate advertisements and !romotions

could -e the most accrua-le way to get new markets and make

cam!aigns in a chea!er way6 #ince the last . years) !eo!le are more

connected through internet and all the e:isting a!!lications for many

devises6 >articularly) Adidas has created technologies for their

!roductsH s!ecifically adi>2E8E and adi>2E8E for clothes and

&orsion for s!ort shoes6 Moreover) this com!any has to kee!

innovating a-out all the a!!lications for each new devises in the

market such as smart!hones and ta-lets 7A!!endi: *'96

$. )*+ecti,es

$.1 Corporate o*+ecti,es

&o achieve the !osition of the -est s!orts -rand in the world

offering the -est !roducts and services 7Adidas rou!) .'*'96

&o manage our wider social res!onsi-ilities as a multinational

com!any 7Adidas rou!) .'*'96

&o create -rands that the consumer -elieve in -y -eing hel!ed -y

these four values of Adidas rou!) >erformance) >assion)

ntegrity) ,iversity 7Adidas rou!) .'*'96

$.2 !ar"etin- )*+ecti,es

&o increase sales of Adidas -rands -y .'I -y .'*16

&o increase Adidas -rands market share -y 5I of the total market

share -y .'*16

&o generate Adidas -rands revenue -y *'I -y .'*16

$.3 Communication )*+ecti,es

&o re!osition the -rand images of Adidas =riginal from A casual

s!ortswear -rand to A casual high/fashion -rand within the first

0months6 &o increase -rand awareness -y 1'I -y 4une .'*.6

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&o create -rand interest and gain consumer !reference of Adidas

=riginal from target grou! -y .3I -y 4une .'*. -efore London

=lym!ic .'*. starts6

n the summer of .'*.) London will organi;e world s!ectacular

s!orts event) London =lym!ic .'*.6 &his will -ring significant

o!!ortunities to all of s!ort/related industries6 Adidas will not -e

e:ce!tional of it as Adidas is one of the official !artners of the

=lym!ics6 &o ma:imi;e and utili;e its !ositive effects and

o!!ortunities that !eo!le aware of s!orts activities) Adidas

re!ositioning cam!aign will set u! -efore =lym!ic starts on 4uly .'*.6

&. Tar-etin- and e-mentation

&.1 emo-rap#ic Trends

Current trends dis!lay that men are more !artici!ant in s!ort

that womenH around seven in ten men !lay in any s!ort com!ared to

?ust over si: in ten women 7Mintel) .'**96 Men -etween the ages of

*0 1( are the most ages that !artici!ant in s!ort 7A!!endi: **96 t

can -e said that men -etween the ages of *0/1( have the highest

consum!tion in the s!ortswear6


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these trends) it is really useful for the s!ortswear market to increase

in sale6 Adidas will a!!ly these trends to -e s!ecific in its marketing

cam!aign6

&.3 Pen Profile/ T#e tar-et audience

For Adidas target market in this re!ositioning will -e -oth male

and female -etween the ages of *0/1(6 #ocial class ABC*C. who are

dwelling within the United Kingdom are -een the target audience6 &he

reason why it select the whole of the United Kingdom instead of

focusing on reater London and inner London are e:!anding a target

of customer and make more customer than only concentrate on

London owing to num-er one in market shares for Adidas6 t will -e

targeting all ethnics6

. Positionin-

n order to determine re/launching !osition of Adidas) the

current !ositions of Adidas and other com!eting -rands in the market

has to -e considered6

As Adidas is well/esta-lished and highly/trusted s!ortswear

-rand !ositioning second leader of this market in the UK) Adidas

!ossesses variety of !roduct ranges from shoes) a!!arel) accessories

with different conce!ts -rands lead -y Adidas >erformance following-y Adidas =riginal and Adidas #tyle in revenue order6 owever)

According to Mintel 7.'*'9) Adidas is !erceived -y consumers as

makes me confidence -rand while 8ike) which leads the market with

to! market share) is de!icted as sets trends -rand which re!resents

their !erformance of highly/fashiona-le s!ortswear6 7A!!endi: D9

Adding to this) as it is mentioned in the cor!orate analysis) 8ike is

!erceived -y consumers as the most trusted and differentiated -randwithin other com!etitors6 7#ee A!!endi:09 Although) Adidas s!ends

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its -udget for advertisement more than 8ike in .'**) its !erformance

wasnt !erceived -y consumers as much as 8ike did6 7A!!endi: *19

n terms of tendency of customers) Mintel 7.'**9 descri-es

a-out consumer trends in this market Fashion over Function as more

!urchases are made -y casual wear rather than s!orts !ur!oses6 n

this growing market) em-racing fashion clothes into s!ortswear

seems to -e key !oint of success in terms of e:!anding its market to

the massive !otential target6 #imultaneously) as dominant trends of

the current market) amount of the channel where they !urchase

these !roducts is changing from retailer sho!s to internet sho!s6 &his

fact cannot -e avoided -y any of those cor!orations who seek to

generate consumers and consolidate their -usinesses6

&o sum u!) in order to com!ete with 8ike) the re/launching

strategy of Adidas would -e determined that to im!rove -rand image

more fashiona-le and differentiate with 8ike -y the use of internet6

&he new slogan m!ossi-le is 8othing) Fashion is Everything

re!resents -oth com!any s!irits and re!ositioning conce!t6 &herefore)

this cam!aign will take !art in social media such as Face-ook which is

new cam!aign !latform to sei;e massive !otential customers who are

hidden -ehind it6

. Communication trate-y

For com!anies is e:tremely im!ortant to create an accurate

communication strategy to aim and im!rove the way of how the

cor!oration shares information and find the needs of their clients6 &o

have knowledge of the !rinci!al o-?ectives of the com!any and

communicate effectively it is necessary to design a distinctive

communication strategy de!ends on each case 7Anonymous) .'**96

&he finality of create this strategy for Adidas is to im!rove the sales ofthis -rand giving a new image of fashiona-le and trendy through the

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!romotional mi:6 t can -e said that for this cam!aign would -e used

two ways of communications$

*6 Co/-randing and new fashion and !o!ular retailer 7Fusion96

Fusion with a !o!ular and well/known -rand$ M Limited

Edition

.6 Advertisements 8ew Cele-rities mage

&ools$

Maga;ines #ales >romotion &echni@ues 7Bar Codes ,iscount

Cou!ons9

Cinema 7=deon9

Face-ook ,ress/u! ame

7.1 Creative Brief

.1.1 Co(*randin-/Colla*oration % usion Adidas and 4!5

Target Audience$ Males and Females 7ages$ *0 / 1(9 Class$ A) B) C*)

C.

Slogan$ "Impossible is Nothing !ashion is e"erything%

Timeline$ 0 weeks 71'th4une / #$thSeptember %$&%9

&his cam!aign it will -e !laced one month in a half -efore and

after the =lym!ic ames .'*. in the UK6 &he reason of this timeline

is due to there will -e more !eo!le interested in s!orts) e:ercises and

look good for this event6 &he advertisements and !romotions would

-e focused on s!orts and that is something that Adidas have to

a!!roach6 Adidas is also su!!orting =lym!ic ames .'*. as official

commercial !artner to gain more !ower in the market share of UK

7all) .'**96

'b(ecti"es$ &he main o-?ective of this cam!aign is to im!rove the

!erce!tion of Adidas -rand as fashiona-le and trendy for consumers

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retailer since it has !reviews !ractice on this kind of !romotions with

other !remium and to! -rands in the market6 n the !ast few years)

this com!any makes fusion with some im!ortant and !restigious

-rands of the market such as 4immy Choo and most recent Nersace)

which according with some statistics of the fashion worldH it was well

acce!ted for consumers in -oth sides6

0andatory elements:

&here are some regulations for this colla-oration$

1. &he clothes line designed for M must -e a Limited Edition

71 month96

2. &he clothes design must -e different to the lines sold on

Adidas stores6

3. >romotions and ,iscount cou!ons do not match with clothes

from M stores6

4. M we- !age must show all the Adidas !roducts offered in

this !romotion) with o!tion of sho! online6

5. t will -e !laced an attractive Adidas advertisement in the

home !age of M to stimulate the !urchase of customers6

4udget:

&he -udget for this cam!aign it im!ortant to know that there

are two !arts interested in the !rofits of this colla-oration6 For this

reason the -oth !art argue that$

Clothes Limited Edition$ &he design for this limited edition will

managed only for Adidas rou!H raw materials) designers)

manufacture and distri-ution6 n the other hand) it is im!ortant to

have in a count that for Adidas is not com!licated to create a new line

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for this !romotion due to) this com!any already has their own

designers) materials) manufacture and distri-ution 7in ndia96

&he creation of the advertisement we- !age would -e covered

for -oth !arts and using -oth sites for the !romotion6 &he main !art

will -e !laced in M !age where will -e a sho!!ing cart o!tion to

!urchase these items6 owever) it cannot -e increased cost for this

!art due to M is owner of a so!histicated we- !age with this ty!e

of o!tionH the !oint is to locate the new line of Adidas !roducts on this

!age6

&o finali;e the -udget for this !art of the cam!aign "m!ossi-le

is nothing) Fashion is Everything% Co/-randing) the cele-rity

endorsement will -e two of the most famous !eo!le of this daysH Brad

>it and Angelina 4olie6 &his as!ect and cost will -e e:!lained -ellow in

the ne:t section6

&o sum/u!) the -udget for co/-randing is detailed in the chart

-elow$

Cost in>ounds

,esign .3'6''')''

>roduction 3''6''')''

,istri-ution D''6''')''age,esign *3'6''')''

Cele-rities 0''6''')''

&otal .61''6''')''i-ure 1

7.1.2 Integrated Mareting Communication

According to Fill 7.''+9 in terms of -rand awareness)

advertising and !u-lic relations are effective tools) similarly) sales

!romotion !ersonal selling and direct marketing are useful forincreasing the rate of !urchase6 Considering this view) in this section

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various media tools will -e usedH the main driving force is the usage

of Brad >itt and Angelina 4olie for the new cam!aign) -eside this)

maga;ines) social media tools such as Face-ook and Oou&u-e) &N

commercials and com!etitions will -e used6

0essage

8owadays !eo!le want to -e seem as fashiona-le even when

they make e:ercises on the other hand they want to feel comforta-le

when they wear a fashiona-le s!ortswear !roduct 7Keynote) .'**96

Adidas has already has a su-/-rand) called =riginals) for fashiona-le

s!ortswear -ut new re!ositioning o-?ective is a little different from

the !ur!ose of =riginals6 &o e:!lain this further) =riginals aims that

!eo!le can -e seen fashiona-le and fell comforta-le and casual when

they wear s!ortswear) -ut the new re!ositioning !ur!ose is that

!eo!le can -e seen fashiona-le even when they make e:ercise or

!re!are a com!etition or !artici!ate in a =lym!ics6 &hus the main

message of the re!ositioning !rocess is to s!read that the s!ortswear

trend is -eing fashiona-le as well as functional6

'b(ecti"es

&o s!read the slogan "m!ossi-le s 8othing Fashion is

Everything% in UK -efore the start of the London =lym!ics6

&o increase the awareness of the -rand I1' during the time of

London =lym!ics from the -eginning of the 4uly to end of

August in UK6

&o s!read the message ">eo!le can -e seen fashiona-le even

when they make e:ercise% in UK6

&o increase Brand Loyalty *'I to kee! market share during the

London =lym!ics in UK6

&o reach new customers during the =lym!ic ames therefore to

increase market share -y I5

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Celebrity Endorsement

According to Fill 7.''+9 there are some !otential !ro-lems with

use of cele-rities6 =ne of them is suita-ility of -rand image and the

cele-rity is a -ig concern) the other one is there is a danger that the

audience can remem-er ?ust the cele-rity instead of -rand and its

message6 Although these !otential !ro-lems are known) Adidas will

use some cele-rities6 Because it can -e argued that using cele-rity is

one of the most effective ways to esta-lish credi-ility so Brad >itt

and Angelina 4olie will -e the advertisement face for Adidas6 Brad >itt

is one of the most famous actor in the world and his -ody and

charisma is suita-le for the Adidass new image6 #imilarly Angelina

4olie is one of the most -eautiful and talented actress in the world and

there are a lot of woman who want to wear like her6 Moreover they

are a cou!le so they can -e used also for a family conce!t6

Communication Tools

T! " Cinema Commercials

#lan$ A series of 1'/second commercials can -e used to show that

Angelina 4olie and Brad >itt wear Adidas s!ortswear and they makesome e:ercises6 Even they make e:ercises they are looking

fashiona-le and stylish6 For this !ur!ose the most !o!ular &N

channels 7as it can -e seen in the figure9 can -e used such as BBC)

&N) Channel () Five and BskyB6 #imilar to this) it is generally known

that !eo!le are more careful of the advertisement which !u-lished on

the cinema6 &hus) cinemas will -e used for the same !ur!ose and

!eo!le will watch their #tars Angelina 4olie and Brad >itt in the

commercial as they are watching a film6

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Sc$edule$ #tarting from the -eginning of the 4uly to end of August6

&his time includes * month -efore the London =lym!ic ames and

one month after the =lym!ic ames6 For &N two most !o!ular &N

channels BBC and &N will -e used for two times in a day at the !rime

time for 1' seconds6

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i-ure 2 ource:http://www.barb.co.uk/report/weeklyViewingSummary
http://www.barb.co.uk/report/weeklyViewingSummaryhttp://www.barb.co.uk/report/weeklyViewingSummaryhttp://www.barb.co.uk/report/weeklyViewingSummary


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#rint Media " Maga%ines

>lan$ For !rinted advertisements of the new cam!aign instead of

using the to! sellers in general it is -etter to use suita-le maga;ines

for the target audience6 Adidas will use the to! maga;ines related to

fashion) style) s!orts and lifestyle in the UK6 &hese will -e$

Men&s 'ealt$(&he maga;ine is the to! selling mens lifestyle

health and fitness maga;ine) an e:cellent su-scri!tion for any

man concerned with his health) fitness relationshi!s and diet6

Cosmo)olitan$ t is the maga;ine for young women who donPt

want to miss out on all of the essential relationshi! features) the

latest health news and the latest fashion trends6

!ogue$ &he Maga;ine sets trends6 Used as a !oint of reference

within the fashion industry) it is filled with insightful interviews

with leading designers) runway reviews) !ractical style ti!s and

must/have -uys6 &he target audience is generally women6

Es*uire$ For the very -est cele-rity features and interviews)

health) fashion) s!ort) thought/!rovoking writing and to! @uality!hotogra!hy in a stylish) accessi-le !ackage6 Es@uire also

-rings its customers culture) food) -usiness and technology)

-ooks) films and the arts6 &he target of the maga;ine is man6



one month after the =lym!ic ames6

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+nline Media " Social Media

#lan$ #ocial Media is a ty!e of online media that e:!edites

conversation as o!!osed to traditional media) which delivers content

-ut does not allow readersviewerslisteners to !artici!ate in the

creation or develo!ment of the content 7itt6

-ouTube$ &he commercials not only will !u-lish on &N -ut also they

will !u-lish on Oou&u-e) -efore the most !o!ular video the Adidas

commercials will -e shown6 t will hel! to reach the o-?ective in that toincrease -rand awareness6



one month after the =lym!ic ames6

Sales #romotion

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>lan$ &he main o-?ective of sales

!romotion is to encourage the

target audience to -uy a !roduct6

Moreover it can -e argued that

sales !romotion is one of the most

effective ways to reach new

customers 7Fill) .''+96 &o increase

the market share of Adidas -y 5I

the com!any needs to reach

new customers6

For this reason Adidas will use a Q2 Barcode/>romotion 7an

e:am!le of Q2 Code in the figure96&here will -e some Q2 Codes on

the Oou&u-e videos) &N commercials and Maga;ines) customers who

can ca!ture the code -y their mo-ile !hones or ta-let !cs can get

some discounts during the London =lym!ic ames6

#chedule$ ,uring the London =lym!ic ames 7.5 4uly to *. August

.'*.9 -ecause of the high cost6

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i-ure 3 ource:#ttp://2d(code.co.u"/adidas(6r(code/
http://2d-code.co.uk/adidas-qr-code/http://2d-code.co.uk/adidas-qr-code/http://2d-code.co.uk/adidas-qr-code/


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7. Total Bud-etin- of t#e Campai-n

Celebrity Endorsement(

Nenus itt will cost J.60 million

T! " Cinema Commercials(

BBC$ According to B2A, 7.'**a9 BBC costs for !rimetime U# R110'

!er day) thus for full schedule it will costs 110'S57days9 SD 7weeks9 T

R*DD*0' T 12/0

IT!( According to B2A, 7.'**-9 &N costs for !rimetime J3(*3 !er

day) thus for full schedule it will costs 3(*3S5SDT 3302

T! Ex)enditures 4 12/0 5 3302 4 2606

#rint Media " Maga%ines(

Men&s 'ealt$(For third class out of five class) advertisement cost

J*.)1*' !er !ages thus for two months schedule it will costs J*.)1*'

S . T 2027B2A,) .'**c9

!ogue(For third class out of five class) advertisement cost J.()(''

!er !ages thus for two months schedule it will costs J.()('' S . T

6067B2A,) .'**d9

Cosmo)olitan(For third class out of five class) advertisement cost

J.*)+(3 !er !ages thus for two months schedule it will costs J.*)+(3

S . T 3068 7B2A,) .'**e9

Es*uire(For third class out of five class) advertisement cost J**)D3'

!er !ages thus for two months schedule it will costs J**)D3' S . T

23077B2A,) .'**f9

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Maga%ines Ex)enditures( 202 5 606 5 3068 5 2307

4 1101

+nline Media " Social Media

,aceboo(Creating a Face-ook a!!lication is free on the other hand

there is no sufficient data a-out !u-lishment of the a!!lication on the

we-site of the Face-ook6

-ouTube(For !ersonal !ur!ose there is no charge to !u-lish a video

on youtu-e -ut there is no suddicient data a-out !u-lishment of

cor!orate advertisements6

Co9Branding

As mentioned -efore) J.61 million will -e s!end for Co/Branding

activity with M on design) !roduction) distri-ution) we- !age

design and cele-rities6Co/Branding E:!enditures$ 2.3 million

Total Budget( 2. million 5 2606 5 1101 5 2.3 million 4

/88

:))roximately /./ million.

8. ',aluation and control

&his stage is one of im!ortant !art of marketing cam!aign6

According to Fill 7.''+9 stated that the role of evaluating can !rove

that the !erformance of the tool and media used are followed -y the

communication o-?ective that have set in the first !lace6 Moreover)

marketing mi: and -udget have -een a!!lying in effective way6

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8.1 Pre(testin-

&he !re/testing will hel! the Adidas marketing cam!aign to

evaluate the result of all tools and media that are going to a!!ly for

its to more efficient and the least mistake that is going to ha!!en6 t

will a!!ly focus grou! to -e a !re/testing for estimate the overall of

marketing mi: that it will ha!!en6 &his method can hel! to o-tain the

o!inion and !erce!tion of customer to im!rove in some !lan in

a!!ro!riate way6 t will -e conducted -y D mem-ers in each grou!

that select from target audience6 &he total num-er of focus grou! is 0

grou!s6

8.2 Post(testin-

n this stage will measure the effectiveness of a cam!aign result

in different areas of marketing tool and media used6

Advertising$ #ales test and tracking studies are a!!lied to -e a

measurement in this cam!aign6 n term of #ales test can hel! Adidas

to know the effectiveness of advertising -y increasing or decreasing

the level of sale and market share during and after launching

cam!aign6 u-lic relations$ &he im!act of using Brad >itt and Angelina 4olie will

-e evaluated through the effect from the main media 7&N) cinema)

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maga;ines) internet) etc96 Moreover) it can -e evaluated -y feed-ack

of customer for !urchasing a !roduct of Adidas that wearing -y -oth

of modeling6

10. Conclusion

n conclusion) the communication !lan !resented a-ove has the

aim to increase Adidas -rand awareness and !roducts sales -y

changing image of Adidas as a fashiona-le clothes and not only for

!ractical use in order to -e the -est -rand in the market6 &he key

!oint of this cam!aign is -ased on the research results such as

remarka-le -uyer -ehavior that they -uy s!ortswear as a fashion

!ur!ose6 By co/-randing with M and !romoting Brad >it Angelina

4olie as new models of Adidas !romotion) conventional Adidas image

that is !erceived -y consumers would -e overturned to the aim

image6 #imultaneously) this cam!aign would lead to increasing

awareness and considera-ly interests in see Adidas as a fashiona-le

/trendy -rand and also re!lacing 8ike in the market share as the

num-er one on s!ortswear in the UK6

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;eference age6as!:Z

titledT.***D7Accessed$ *' ,ecem-er .'**9

B2A, 7.'**-9 IT =nlineV6 Availa-le at$

htt!$www6-radinsight6com-radv.Mem-er&itle>age6as!:Z

titledT*'01''7Accessed$ *' ,ecem-er .'**9

2
http://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://shop.adidas.co.uk/miadidas/Main.actionhttp://www.dhacommunications.co.uk/http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300http://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://shop.adidas.co.uk/miadidas/Main.actionhttp://www.dhacommunications.co.uk/http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300


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Mishra) ,6 7.'*'96 "Corporate Strategy *or Adidas Group%) #chool of

Management6 University of >urdue6

2hiannon) 46 7.'**9 "ersace *or ./0%) Fashion 8ews) Availa-le at$

htt!$www6manchesterfashion6com) Accessed$ Dth ,ecem-er .'**V

:))endixes

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http://www.manchesterfashion.com/http://www.manchesterfashion.com/


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:))endix 1(

Closing and footwear !urchased in the last *. months) -y reason for!urchase) 4une .'** 7Mintel) .'**9

:))endix 2(

Best and worst case forecast value sales of s!orts clothing) .''0/*07Mintel) .'**96

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:))endix 3(

&rends in attitudes towards advertising and sho!!ing on the internet)

.''0/*'

Base$ adults aged *3 7Mintel) .'**9

2006 2007 2008 2009 2010

% point change

% % % % % 2006 ! 2010" ten# to buy pro#uct$ rom companie$ who

$pon$or $port$ e&ent$ an# team$

6 6 6 6 6 !

"'m tempte# to buy pro#uct$ "'&e $een a#&erti$e# 26 2( 2) 2( 2( !1

*o #o my $hopping by internet make$ my lie

ea$ier

17 20 21 2( +) 17

:))endix (

8eadin !uppliers of !ports Clot$in and oot9ear to t$e :; +y Country of *riin and

? @ and ? 2010

Country of *riin Turno-er

Company

i#e Inc. :! >1.01+n

Adidas


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e9 Balance :! >1.%5+n

Pentland


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:))endix 7(

J8eadin !uppliers of !ports Clot$in and oot9ear to t$e :; +y Country of *riin

and ? @ and ? 2010G =;ey note? 2011

Country of *riin Turno-erCompany

i#e Inc :! >1.01+n

adidas


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:))endix 8( #E#& Analysis

3'


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:))endix 11(

Most !o!ular s!orts and !hysical activities !artici!ated in) -y age)

4une .'**

Base$ .)''' internet users aged *0

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="intel? 2011

:))endix 12(

#!orts and !hysical activities !artici!ated in) -y social grade) 4une

.'** / Base$ .)''' internet users aged *0

3


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="intel? 2011

:))endix 13(

Main monitored media advertising s!end on s!ortsoutdoor clothing

and footwear) -y to! *3 advertisers) .''0/*' 7Mintel) .'**9

80709916 Marketing Communication Adidas Group Assignment

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