The Brand in The Hand

Name ID

Farah Firdaus 08304039

Md. Saikatul Islam 08304057

Rumpa Saha 08304108

Sumaiya Hossain 08304066

Takrim Mushfiq 08304070

Shafiqul Islam Sutirtha 08304074

The Brand in the hand…

• Question1:

What is Adidas’s position in the athletic shoe market? How does the brand seem to be doing in this market?

• One of the biggest in the world• Started with German Soccer team during World

War II.• Major supplier of footwear.• Sponsor of Many big teams like in Soccer Real

Madrid, Liverpool, LA galaxy, German National Team, French National Team etc. in Cricket as well Australia, South Africa, England etc.

• Founded in Germany by Adolf Dassler• In 1995 became the biggest supplier of Soccer footwear.• Emphasized in the US market.• The competition was with Nike and Reebok.• Nike had the edge with most market share more than

40%.• In 2004 adidas began “Impossible is nothing”• Now “The Brand in the hand” emphasizes cell phones as

the most important source of marketing. As smartphones are taking an integral part of communication and browsing internet.

• Question 2:

What evidence does Adidas have that suggests the importance and potential success of digital interactive and mobile marketing?

• Popular and easiest way.• Coca-Cola’s campaign led adidas to move

towards mobile / internet marketing.

Question3:

What is the Brand in the Hand concept? What does this mean to adidas and its branding efforts?

• Brand in the hand concept means to market a brand with the help of mobile phones

• Introduction of 3G technology• Easily access to customer

• Attract new customers• Break free from the clutter• Offer ringtones, logo and wallpaper

downloading

Question4:

What were the objectives of the Missy Elliott(ME) campaign in United States and why did Adidas choose to centre the campaign based on Elliott? Do you think this campaign will be successful in the united states and why?

Objectives

• Show the product line. • Create consumer demand.• Drive traffic to retail outlets.• Help consumers locate the product.• Grow the existing database of Missy fans and capture

SMS data.• Alert fans to product line activity, such as Missy press

updates and appearances.• Enable users to download exclusive Respect M.E.

mobile content onto their handset for viral promotion.

Reason for choosing

• Phenomenon of hip-hop culture• Missy Elliot fan following & popularity.

Question 5:

How important a role should MMC play in Adidas’ overall brand communications strategy? Is MMC just a novel approach to marketing communications and a marketing fad (is it merely communicating the same message in a new format?), and to what extent should it play a part of overall marketing communications strategy at Adidas or at other firms competing in different industries in the future?

• Customer oriented service. • Communicate on individual based • Various ways of entertaining • Live update of score• Helps to locate customer location

• Customer can view 3D images of product• Providing discount using mobile phone• Customer can get news of new product

faster than before• Shopping and high quality shipping

become easier

Feel free to ask..