Table of Contents
Executive Summary2
Introduction 3
Analysis of Marketing Situation 3
Relevant factor and trends 3
Competitor analysis 3
Customer analysis 4
Company analysis 4
SWOT analysis 5
Strategy and Recommendation 5
Marketing strategy – “Supplemented Mobile Marketing” 5
Pros and Cons 7
Financial Calculations/Evaluation and Control 8
Contingency Plan 9
Appendices 11

Executive Summary In late 2004, adidas has launched the Respect M.E. line of sports apparel with hip-hop star Missy Elliot in Europe, and is preparing to introduce it in the United States. The line has been promoted via mobile advertising, online, and with an upcoming face-to-face event in Miami. The focus of the campaign is the mobile effort, which is seen as an inexpensive and yet potentially wide-reaching marketing strategy. This is especially important for adidas, as their advertising budget is only about 2/3rds the size of their greatest competitor in this segment, Nike. The determination about how to proceed with the launch in the U.S. revolves around the benefits and limitations of mobile media, including the technological limitations and social considerations. The suggested strategy for adidas is to maintain its strong mobile presence, supported by online content and tie-ins, but to supplement this approach with a limited infusion of “traditional” advertising. The goal of this hybrid strategy is to advertise via a widespread and tested mainstream medium the existence and benefits of the mobile marketing campaign, thus increasing awareness of the more modern and “hip” promotion. This is especially significant with respect to adidas core target audience, those aged 12-24 years. The expected outcome of this strategy is to engage a fan base of hundreds of thousands joining the site and sharing “free” content, as well as a smaller group registered and paying for