The Brand In The Hand : Mobile Marketing At Adidas

Fathie Karina 29113030Jansen Bernard 29113036Irsyad Ahmadi 29113072Gita Istiany 29113085Harvita Yulian 29113115

Company Background

1920 Adolf Adi Dassler founded Adidas

1974Brand achieved internatoional prominence

1995Became public company

1998Began to focus more on the US market

2004Impossible is Nothing

Adidas Marketing Strategy

Advertising on TelevisionTeam Sponsorship

Player Sponsorship

Adidas Marketing Strategy

Special Event

(After) World Cup 2003 JapanRoad To LisbonEuro Cup 2004

Adidas Mobile Marketing

Yahoo Portal

Personal Mobile Gateway

Adidas Market Share in US

0.4

0.16

0.44

2002

Nike

Adidas & Reebok

Other

0.60.2

0.15

2003NikeAdidasReebok

Adidas in US Market

How Adidas get marketshare in US?.Nike with Air Jordan

Very dominant in US.

Four Author Theory

Brand CultureShared, taken for granted brand stories,

Images, and associations

Brand Stories

Brand Stories

Brand Stories

Brand Stories

PopularCulture

Influences

PopularCulture

Customers

The Firm

The Missy Elliot Campaign

Hip hop music stars strongly influenced style fashion trend

Mobile marketing