Adidas Case Presentation

By Shyam Sundar GourIndian Institute of Management (IIM Calcutta)

Speak: +919351961181

Introduction Adidas Group: Founded in Germany in 1920-Major International Exposure in 1974,-Concentrated focus on Marketing in 1990, Outsourced Production-1995 Turned Public company, secured position as leading soccer footwear supplier globally-1998 made inroads to US by sponsoring basketball-2004 launched “Impossible in Nothing” IMC Campaign.IMC Objective: associate the brand with ability of individuals to go beyond the conventional limit of athletic performance.-Regional offices localized the campaign to suit the national markets.

“Brand in Hand Concept and Adidas”Situation AnalysisCompetition: Nike was global leader, 40% MS in US, 16% MS was of Adidas and Reebok-Nike was leader in Basketball segment (60% MS)-In 2003 Nike edged out Adidas from leadership position in Soccer Market in Europe, which was stronghold of Adidas.

CustomersCore Target Segment: 12-24 Year Old,Consumer Behaviour: Devoted Most the time to Instant Messengers, Downloading Music and Videoes, Chatting with friends vie eMails., Gaming was the major interest area, -Incrased spending on mobile media by young users.

IMC Scenario:--Nike was spending more on advertising. ,Hence Adidas needed to be more effective, focused.-Traditional Media became Cluttered.

Big Idea-Adopting the “Blue Ocean Strategy” in terms of MMC against the heavily funded competitors.-Inspired by Coca-Cola Campaign?

Overall Brand Communication PlanMedia Objective: Personalized, Economical, Transactional Experience , on time content delivery, tagetted customers

Media Strategy:-Brand New Strategy, based around mobile phones. TV was primary medium but gradually moving away from Print to Online and Mobile Advertising, Long term Strategy: Creating Virtual Adidas world.

IMC Plan:Steps: Impact-Involvement-Activation-Embedding Adidas into MTV Programmes and than facilating conversations on Mobile-Also sponsored the UEFA ChampionshipThe Missy Elliot Campaign-Buzz MarketingMMC MMC Strategy: To attract users through compelling content, User had to request for content.-Three segment of Content-Free-Wallpapers, Cost Plus-ringtones andFee based-Interview with a sports celebrity.-Created a arcade soccer game-Future Plans-Photoes and VideoesMMC Budgeting-15-25% Of whole marketing budget on New Media

Mobile Marketing of SabyasachiAnalysis of Target Audience: -His collection is for people who prefer to walk a path less traveled-Need for Uniqueness -Niche Segment-Typical Demographics: Females, Millionaires, Well Educated, Trend Setters.

Most likely Communication Response Process: As per ELM Theory-Central Route as its customers are highly involved.

Brand Purpose: Personalized imperfection of the human hand, -an International styling with an Indian soul.

Mobile Marketing: Yes, Most Relevant, The clients seek personalized attention.

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