...Advertising Strategy of Adidas: A comparative Study ADVERTISING STRATEGY OF ADIDAS A COMPARATIVE STUDY Prepared As a course Requirement of (Advertising and Public Relation-mkt 424) M. Atiqur Rahman Patuakhali science and Technology University Bangladesh atik.bdpalo@yahoo.com www.pstu.ac.bd Copyright : group-1©bba®pstu Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide...
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...BRAND IDENTITY PRISM Brasnd Identity Prism KAPFERER brand identity diagram as a six-sided prism Constructed Source/Sender Constructed Receiver * Physique according to him is the basis of the brand. * E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” * Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” * Relationship is the handshake between consumer and the organisation. * Eg. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract youth. * Self-image is what the consumer think of himself. * E.g. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world. * Culture symbolizes the organization, its country-of-origin and the values it stands for. * E.g. traditional brands like balsara, dabur and zandu. * Relationship is the handshake between consumer and the organisation. * E.g. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract...
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...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...
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...ADIDAS AND NIKE Nike and Adidas are two the largest sportswear companies of nowadays. They are the giants in the sportswear industry, which always introduce innovative products, in order to become the ultimate market leaders. Nike is an American multinational corporation, which produces footwear, clothes, equipment and other active sport items (Feifer 2014). The company was founded in 1964 by Phil Knight and Bill Bowerman. Nike uses specific method of advertising, which differentiates it from other sports companies; it creates motivational short videos, which promote sport and inspire people to stay fit. Hence, making an accent on sport, but not sportswear, Nike attracts customers in nonintrusive manner. In 2013, the total revenue of the company was $25.3 billion (Hall 2005). Adidas is a German sportswear company founded in 1924 by Adolf Dassler (Frenkel & Scott 2002). As well as Nike, Adidas focuses mainly on various types of sportswear, such as shoes, clothes, equipment and so on. The feature of Adidas manufacture is providing specific equipment for different kinds of sports, like tennis, baseball, basketball, skateboarding and cricket. The company’s total revenue was €14.49 billion in 2013 (Greeley 2014). Nike and Adidas offer similar services to clients; nevertheless, none of them have received the irrevocable advantage yet. Hence, each company has its own large audience of clients, which find something they like in a chosen sportswear provider. The analysis of...
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...MARKETING AT ADIDAS David Wesley prepared this case under the supervision of Professors Andy Rohm and Fareena Sultan solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services is the exclusive representative of the copyright holder and prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 6613882; e-mail cases@ivey.uwo.ca. Copyright © 2005, Northeastern University, College of Business Administration Version: (A) 2005-11-07 Nick Drake, Global Media manager (Global Media Group) for adidas, arrived at the company’s headquarters to present a bold new marketing strategy, based around mobile phones. “We call it the Brand in the Hand,” he told the senior marketing executives who had gathered to present their strategy for the upcoming year. The Global Media Group had been arguing that mobile marketing was the surest, and perhaps only, way for adidas to break...
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...CCWEDDING MKTG575 Advertising Plan August 26, 2012 Table of Contents Executive Summary…Page 3 Situation Analysis Company (Product/Service) Description …Page 4 Situation Analysis SWOT Analysis……Page 5 Situation Analysis SWOT Analysis…Page 6 Situation Analysis Industry Analysis ….Page 7 Situation Analysis Industry Analysis …Page 8 Situation Analysis Target Market Description (Market Segments/Characteristics) …Page 9 Situation Analysis Marketing Mix/ Competitive Analysis……Page 10 Situation Analysis Marketing Mix Marketing Mix/ Competitive Analysis (Advertising strategies of Competition….Page 11 Advertising Objectives : Communication goal…Page 12 Advertising Objectives Communication goals….Page 13 Advertising Objectives Purchasing Behavior/Positioning …Page 14 Advertising Objectives: Purchasing Behavior/Positioning Page 15 Advertising (Creative) Strategy: Product concept…….. Page 16 Advertising (Creative) Target Audience (Who the advertising will address) …Page 17 Advertising (Creative) Strategy Media Objectives/Media Plan…Page 18 Advertising (Creative) Strategy Communication Effectiveness/Advertising Message (Art elements, Production elements) …Page 19 Advertising (Creative) Strategy Testing & Evaluation Advertising Research …Page 20 Works Cited Testing & Evaluation Advertising Research ….Page 21 Reference…. Page 22 Executive Summary Nike has been one of the most successful retailers of their time; therefore we would like...
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...A MARKETING SUCCESS Ten to fifteen years ago, when I was at primary school, all “adidas” shoes and clothes were fakes, bought at the local market. When I started middle school I got my first pair of authentic adidas running shoes. For my ten-year-old self they were the coolest thing ever – comfortable, pretty and a source of great envy for my classmates. Back then, authentic adidas shoes were rare and we did not even know that other adidas products existed. A couple of years later the adidas logo could be found everywhere – on the streets, in the shops, gyms and schools. Why? What is the secret behind adidas’ success in Estonia? The Adidas Group has never launched advertising campaigns targeted at only one country, so to explain the reason for their success in Estonia we have to take a look at their international marketing strategies. Success of the brand relies heavily on how wise their promotions are. In the promotions of their adidas performance line (a line designed to maintain their devotion to the athlete) the Adidas Group extensively uses sponsorship of sports events, teams and individual athletes. They produce balls for UEFA Champions League matches and FIFA World Cup tournaments. Adidas, also, manufactures the kits for many football teams. The Estonian football team Levadia Tallinn’s kits are supplied by them. Another important thing in successful marketing involves selecting the right target market and correctly identifying and satisfying its needs. To reach...
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...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 additional...
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...Marketing at Adidas Course Code : MAN702 Lecturer Name : Prof Linda De Vries Compulsory Plagiarism Declaration I Shauna Windvogel, declare that the work attached is my own work. I acknowledge that copying someone else’s assignment or essay, or part thereof is wrong. All sources used in this work have been correctly referenced, using the Harvard system of in-text referencing. The work does not contain any sections that can be regarded as cut-or-paste technique, as a mere translation, or as “mono-phrasing” (work taken from a single source). I realise that a research argument has to be constructed, and declare that my text is a reflection of the integration of relevant sources. Further, I know that plagiarism is wrong. Plagiarism is to use another’s work and pretend that it is your own. Additionally, I have not allowed and will not allow anyone copy my work with the intention of passing it off as his/her own work. Signed: [pic] Date: 12 March 2012 Table of Contents Topic question: Given the reading of 2 marketing classics articles (13+17) and your understanding of marketing strategy processes consider recommending a specific market strategy for Adidas. Contents 1. Introduction 3 2. Market Objectives of Adidas 4 2.1. Branding 4 2.2. Positioning Strategy 5 3. Segmenting Adidas 5 4. Considering the Family Life Cycle 8 5. Conclusion 9 THE BRAND IN THE HAND: MOBILE MARKETING AT ADIDAS Introduction In entering the US market Adidas realised...
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...For more than 80 years, Adidas has been a top tier brand contender in the world of sports apparel, consistently innovating and delivering best in class footwear, clothing and accessories. At year end 2002, Adidas was the ‘number two’ sporting goods company in the world, with more than 100 million pairs of sport shoes and 170 million textile pieces sold annually. Thanks to a refocused business structure headed up by Herbert Hainer, Adidas became part of the Adidas-Salomon AG global sporting goods group, with a strong growth profile and a clear strategic vision to be ‘the world leader in the sports market’. To achieve this mission, Adidas builds on a set of distinctive core competencies and values which differentiate it from competitors. With a strong brand built on a heritage of innovation in sporting goods technologies and association with iconic succesful athletes, Adidas ‘designs products and technologies and creates designs that help all people to experience and share sporting sensations’. Adidas is positioned as ‘the brand for sports performance, whether for competitive or lifestyle purposes’, with a recognised brand slogan of ‘Forever Sport’. To deliver the corporate strategic objective, Adidas requires immediate focus and additional investment to leverage its position in the European football market. Adidas should develop increased presence and share in targeted segments of this market over the next few years to create a growth platform leading into the 2006 World Cup...
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...CASE STUDY No. 2 TITLE Adidas Case Study Submitted by: Sherraire Joy H. Aguinaldo Subject: Principles of Management Section: BSA 3-1 Time & day: 11:00 AM – 2:00 PM; Wednesday Problems: 1. What will Adidas do to engage with young consumers across the globe? 2. How will the firm balance its marketing mix? 3. What are the plans in achieving the key goals or objectives they had set? 4. How will they promote their product in the increasingly competitive market? Alternative Courses of Action (ACA) 1. Use innovative marketing strategies. 2. Focus more on the development of the product than advertising it since the company has established a good position in the market. 3. Consider the key factors and focus on the decided marketing mix which is Sports marketing. 4. Develop a new and innovative way in marketing the products by considering the 4P’s in the marketing mix. 5. A plan of action containing the details of marketing strategies. 6. Create a proper strategic management. 7. Usage of traditional method of promotion. 8. New and innovative below-the-line promotion. SWOT Analysis ACA1: Use innovative marketing strategies. |Strength |Weaknesses |Opportunities |Threats | |1. New and attractive ways in...
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...(pronounced[AH-dee-'dahs]; often in English,FWB:ADS) is a German sports apparel manufacturer and part of the Adidas Group, which consists of Reebok sportswear company, Taylor Made- adidas golf company, andRockport. Besides sports footwear, the company also produces other products such as bags, shirts, and other sports and clothing related goods. The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, to its US rival Nike. The company's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. The company revenue for 2008 was listed at€10.799 billion and the 2007 figure was listed at €10.299 billion, or about US$15.6 billion. The situation analysis consists of the market trend analysis and competitor analysis. 2.1 Market Trend Analysis Adidas earn from EU 877 million in worldwide sales to EU 9.2 billion in the ten years between 1988 and 1998. The market demand from teenagers who should be Adidas and most important target market increased very fast and Adidas started to expand its targeting market to younger consumers because of its severe competition with Nike and Reebok. Therefore, since the late 1980s, Adidas has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the Adidas brand has become sostrong as to place it in the rarified air of recession-proof consumer branded giants...
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...Under Armour’s Strategy Case Analysis 1. How strong are the competitive forces confronting Under Armour, Nike, and The Adidas Group? Provide a five-forces analysis to support your answer. The competitive forces confronting Under Armour, Nike, and the Adidas Group are very strong. There are many other companies who offer similar sportswear and gear lie these three groups. A consumer has a wide variety of merchandise available to choose from, and the price to pick one brand over another costs the customer very little. All the competitors have allowed the market to be saturated with similar merchandise without much differentiation in products. The companies have an equal economic capability and economy of scale as Under Armour, Nike, and Adidas Group which allows them to remain equally competitive. The competitive pressure coming from new entrants into the sportswear apparel industry is relatively high. Active lifestyles are promoted heavily and customer demand for athletic products are high which means newcomers can expect to earn exponential profits. If a company has the resources to enter the market, then they could become a formidable competitor. The competitive pressure coming from firms offering substitute products is very high. Substitutes are often attractive to consumers because they are readily available for a nice price. Consumers often become used to buying substitutes because they suffer very low cost when switching products. Competitive pressure...
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...Nike and Adidas Strategies Joyce Powell DR. Jean Fonkoua Bus 508 May 28, 2015 Nike and Adidas Strategies Compare and contrast the promotional strategies used by two different companies for a similar product within the category that you selected. The main purpose of this paper is to compare and contrast the various marketing, by Nike and Adidas, two of the world’s best sports companies. Nike and Adidas are involved in major athletic apparel. According toDermesropian, Drage, Grigaite and Lopez (2004,p.15) Nike focus on innovation and emphasis on their research and development department in order to be profitable in the long run and they do their best to produce footwear, apparel and athletic equipment that reduce or eliminate injury, help in athletic performance and maximize comfort. Nike operation in the USA, Asia Pacific, Europe, Middle East, Africa and the American regions trying to reach as many customers as possible. Nike business level strategy is a combination of the best cost provider and broad differentiation strategy, but more emphasis is put on the best cost provider strategy. They believe and confide heavily on strategic outsourcing and most of their products are manufactured outside the United States. One of the main reasons behind their success following the cost leadership strategy is their extensive network structure that allows them to cancel their alliance with any company that fails to maintain their standards. The team member work very closely...
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...2 – Adidas Brand in the Hand Introduction This case deals largely with mobile and modern advertising. In the case it introduces Adidas’ first experiences with mobile marketing and how it was success. This was due largely to the increase in wireless technology becoming so abundant. The usage of this technology became apparently significant to people in their everyday life and Adidas took full advantage of that by advertising through cell phones (ring tones, applets, etc.) and even through some of the first massive Internet ads. Their ads were so successful they crashed the site. This lent immediate attention to the power of advertising through various and popular mediums. Adidas was one of the first organizations to utilize online advertisements to their potential. They saw trends and reacted upon them. If one looks at exhibit 1, media consumption is based highly on wireless media. Their utilization of online media boosted their awareness extensively, however it is mentioned that their profit margin was slim in some cases. An example of one of their successful campaigns came when they released an applet that allowed one to view live scores. Their projected sales were 30,000, however when they release the product halfway through the campaign they already more than doubled that number. A key fact to note is that Adidas significantly less money on mobile media advertising than in Asia-Pacific or in Europe by roughly $4,000,000,000. Another note is that Adidas, in...
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