80709916 marketing communication adidas group assignment
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8/12/2019 80709916 Marketing Communication Adidas Group Assignment
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Kingston University
Faculty of Business and Law
MA Marketing with English
Marketing Communications rou! Assignment
"#!ortswear$ Adidas%
Module &itle$ Marketing Communications BMM''(
London) *+th,ecem-er .'**
rou!$
Can Cihan / K**0'11(
Catherine 2ivas / K**'*033
4aroonrat Kovawinthaveewat K**((.33
&omoko Kawashima / K**(+353
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Executive Summary
&he !ur!ose of this re!ort on Adidas is to re/lunch the com!any to
make it the first -rand in s!ortswear sector in UK6 &his re/lunching
!rocess is im!ortant -ecause even Adidas s!ends more money than
the leader 78ike9) Adidas have not achieved the leadershi! in UK yet6
&o achieve the leadershi! firstly consumer trends investigated) then
internal and e:ternal environments were analy;ed) the former with
#E#& analysis6 After that new
o-?ectives were defined for cor!orate level) marketing level and
communication level6 Furthermore) targeting) segmentation and
!ositioning theories are a!!lied to reach the customer easily6 Addition
to this) the most suita-le communication tools were determined with
take account of -udgeting constraints6 Finally an evaluation is made
with !re/testing and !ost/testing techni@ues6
n the light of the researches) it can -e seen that the new trend is
-eing fashiona-le in s!ortswear sector6 &hus the slogan reviewed and
changed as "m!ossi-le s 8othing) Fashion s Everything% to reflect
the new trend and new o-?ective of Adidas6
&o conclude) due to the forecasts of the s!ortswear trends and -uyer
-ehavior) Adidas will change its strategy and communication interface
to -e a leader in s!ortswear sector in UK6 Moreover) there is a good
chance for the com!any that London =lym!ics will take !lace in near
future6 &o use this chance) the com!any will use all of the effective
communication tools6 Adidas will s!read the new slogan and new face
to consumers6
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Table of Contents
1. Introduction...................................................................................................................4
2. Company Profile/ Products............................................................................................4
3. Context Analysis...........................................................................................................5
3.1 Consumer Trend......................................................................................................5
3.2 Business context !ale and "ar#et !$are................................................................5
3.3 Competitor analysis.................................................................................................%
3.4 Internal Analysis & Adidas......................................................................................'
3.5 (xternal Analysis ) Adidas......................................................................................'
4. *+,ecti-es......................................................................................................................
4.1 Corporate o+,ecti-es................................................................................................
4.2 "ar#etin *+,ecti-es............................................................................................10
4.3 Communication *+,ecti-es...................................................................................10
5. Taretin and !ementation........................................................................................10
5.1 emorap$ic Trends.............................................................................................10
5.2 Be$a-ioral/ Psyc$orap$ic Trends........................................................................11
5.3 Pen Profile/ T$e taret audience............................................................................11
%. Positionin...................................................................................................................11
'. Communication !tratey.............................................................................................12
56* Creative Brief..................................................................................................13
'.1.1 Co)+randin/Colla+oration & usion Adidas and "6.............................13
56*6. ntegrated Marketing Communication...........................................1%
7. Total Budetin of t$e Campain...............................................................................21
. (-aluation and control.................................................................................................23
.1 Pre)testin..............................................................................................................23
.2 Post)testin............................................................................................................23
10. Conclusion.................................................................................................................24
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10. Conclusion1. Introduction
Coming .'*.) London will -e the host of London =lym!ic .'*.6
t is easily imagined that the enormous attentions toward =lym!ic
could also turn to their attitude of s!orts6 Automatically this attitude
would affect s!ortswear market !ositively as they -ecame more
interested in s!orts6 n terms of s!ortswear market) one of the to!
-rand Adidas has !ossessed a second market share following the to!
leading com!any 8ike for amount of times6 8ike leads not only
!roducts sales -ut consumer !erce!tions of the -rand images6 &hen)
this re!orts aim to suggest Adidas re/launching strategy to
differentiate and defeat 8ike -y -oth creating new image and
awareness of Adidas and increasing !roducts sales6 &herefore) the
!recise marketing communication !lan of Adidas) which is using
several advertising methods and !latforms) will -e demonstrating6
2. Company Profile/ Products
ADIDAS Group
&he com!any name is -ased on its founders name) Adolf 7Adi9
,assler whose first name was shortened to the nickname Adi6
&ogether with the initial three letters of his surname it formed
A,,A#6 Adolf 7Adi9 ,assler -egan the story of the Adidas rou! in
his mothers washroom) a small room with no electricity and no
machinery in *+.'6 Moreover) on August *Dth) *+(+ Adidas was
registered as a commercial com!any called "Adolf ,assler Adidas
#!ortschuhfa-rik% in Frt) the small town of er;ogenaurach
7Adidasrou!) .'**a96 n addition to this it is also necessary to
consider the logo of the com!any) the 1 #tri!es) was designed -y
Adi ,assler and first usage of the sym-ol on footwear is in *+(+6
7Adidasrou!) .'**-96
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aving considered the history of the com!any) it is necessary to
turn to nowadays6 Adidas A is the worlds second largest s!orts
com!any in the s!orting goods industry in terms of annual sales)
which is more than G*'-n6 Adidas consist on three -rands) including
Adidas) &aylorMade olf) and 2ee-ok6 Euro!e) the Americas) and Asia
are the regions where the com!any o!erates in6 Furthermore) the
head@uarter of the com!any is located in er;ogenaurach) and
Adidas rou! has (.)3(. em!loyees6 n terms of !roduct range) the
com!any hasH footwear) s!orts a!!arel) s!orts accessories) golf
e@ui!ment) golf -all) hockey e@ui!ment and a!!arel 7,atamonitor)
.'**96
3. Context Analysis
3.1 Consumer Trend
According to Key note re!orts) &he Kantar Medias & survey
shows that more male consumer !urchase s!orts clothes than female
in .'*' due to their rather !artici!ations of s!orts6 =ne of the
remarka-le trends of consumers in s!ortswear market is that they
tend to !urchase s!ortswear as a casual wear or fashion !ur!oses
rather than !ractical uses6 7A!!endi: *9 t is estimated -y Mintel
re!ort that the value of this market went u!ward -y .*I over the
3years and forecasted more increase -etween .'** and .'*06
7A!!endi: .9 Another factor that im!acts on this market is) according
to Mintel) one @uarter of consumers -uy s!ortswear at online sho!s
such as ama;on) M and M ,irect) A#=#) e/Bay6 t is also seen in asurvey asking the attitudes towards internet sho!!ing6 7A!!endi: 19
>rice considered sho!!er -uy from e/retailers as they can find out the
-ig discount value at there6
3.2 Business context: ale and !ar"et #are.
Keynote 7.'**9 stated that the Adidas rou! is in the second!lace in s!ortswear market share in the UK and the num-er one is
%
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8ike nc6 7A!!endi: (96 Adidas -ecame stronger in the market after its
ac@uired 2ee-ok that is the third !lace in market share on that time
in .''06 &he main focus on s!ortswear of the adidas -rand are
foot-all) running) -asket-all) training and outdoor activities 7Keynote)
.'**96
Adidas rou! has increased its sales in .''+ that accounted for
5.6(I of the total sale 7A!!endi: 39 7Keynote) .'**96 According to
Keynote 7.'**9 illustrated that more recent figures from adidas show
that sales have increased su-stantially in .'*') with net sales in the
first + months of .'*' reaching J+6'0-n) com!ared with J56+.-n in
the first + months of .''+) although the full years figures have not
yet -een released -y the rou!6
owever) the !re/ta: !rofit showed a significant decrease from
J116.m in .''0 to J**65m in .''+ 7A!!endi: 096 t can -e argued
that the !re/ta: !rofit has decreased from .''0 to .''+) although the
total sale has increased in .''+6 t might have a result from the
recession and increasing in !roduction cost that is cotton 7Keynote)
.'**96
&he ma?ority of s!orts !urchases are made -y more fashiona-le
than the !revious time6 &he !ur!ose of wearing s!ortswear in !resent
are -oth !ractical and leisure aims 7Mintel) .'**96 8ike launched its
flagshi! 8iketown store where customers can create their shoes color
and style -y themselves situated in =:ford Circus in London 7Keynote)
.'**96 Adidas also follows this trend -y allowing customers design
their own shoes in the adidas we-site 7Adidas) .'**96 t can -e argued
that adidas and 8ike ca!ture the trend of customerH nevertheless)
adidas might not enough !ower to com!ete with 8ike to -e num-er
one in the market share -ecause 8ike offers this o!!ortunity in the
store whereas adidas !ut this on their we-site6 t is more realistic to
select a !roduct -y facing a real one instead of imagination6
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3.3 Competitor analysis
8ike has -een the to! market leader stood -y Adidas and
dominated other -rands such as >uma) 8ew Balance) >entland rou!
>LC in s!ort clothing and footwear market in UK 7A!!endi: 596 &he
-est/selling !roducts in 8ike are running shoes and -asket-all -oots)
which is dominant in the market6 8ike also s!eciali;es in functional
s!ortswear for many s!orts and also offers s!orts activities6 n .'**)
they launched new i/!hone a!!lication) which targeted women for
encouraging their !artici!ation of s!orts -y hel!ing to achieve their
training goal6 &his launched in order to com!ete with Adidas
a!!lication miCoach6 As A!!endi: D shows) it is dominant that 8ike
is -est !ositioning in consumer attitudes of -oth differentiation and
trust as!ects within other com!etitors6 >ental rou! >LC has variety
of s!ortswear -rands ranged from outdoor -rand to swimwear
s!eciali;ed -rand6 n terms of >uma) their !roducts !erform as -oth
fashiona-le and functional s!ortswear which is divided into three
o!tions$ &eams!orts) 2unning) Lifestyle and Fundamental6 7Key note)
.'**9
3.$ Internal Analysis % Adidas
Adidas is owner of a strong !ortfolio and the mission of this
-rand as a worldwide com!any is to -ecome the -est s!ort -rand in
the world6 According to Mishra) .'*') "Mission of Adidas lo-al is to
-e the -est s!orts -rand in the world offering the -est !roducts and
services6 Adidas aims to come u! as a socially and environmentally
res!onsi-le organi;ation that em-races creativity and diversity
and reward its em!loyees and shareholders%6 Adidas is a consumer
focused com!any due to this -rand is always im!roving @uality) look)
and image of the !roducts according to customers needs6 &he
innovation and design is focused in hel! athletes of every skill levels
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to achieve the -est !erformance with each !roduct of the line6
owever) Adidas have -een less orientated in fashion and trends than
other s!ortswear com!anies of the markets6 &his fact generates the
need of creating a cam!aign to demonstrate that Adidas could -e a
fashiona-le trade name as the other com!etitors6 7,ata Monitor)
.'**96 n order to understand the internal analysis of this com!any it
is im!ortant to revise the #
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in non/develo!ment countries where the man!ower of em!loyees is
considera-ly chea!er com!aring with the UK 7Mishra) .'*'96 &his fact
make that Adidas does not have control of the manufacture and
increase cost of distri-ution6 owever) for the -usiness is difficult to
!roduce their !roducts in England due to the large @uantity of
investment that they would need to s!end to relocate factories and
em!loyees in the UK 7A!!endi: *'96
Socio-Cultural:
n the actuality) many !eo!le are concerning more a-out health)
wellness and e:ercise6 &his as!ect is very !ositive for Adidas due to
this new market could -e !enetrated6 Additionally) lose weight and
fitness is one of the most !o!ular markets and Adidas could take this
fact as an advantage to create more cam!aign a-out how maintain
healthy conditions for the -ody !romoting their !roducts6 Another
socio/cultural issue is the environment) every organi;ation that
!roduce !roducts using the nature have to -e aware of this as!ect6
&here are many ways of -een friendly environment such as create
recycled !ackage and sto! using real animals6 owever) Adidass raw
materials for foot-all -oots are taken from animals and this is
creating several !ro-lems with environmental cam!aigners6 Another
social !oint is that !eo!le are more concern a-out fashion and style
when they !urchase s!ort !roducts6 8owadays) consumers have more
awareness a-out how they look and they are more interested in -rand
names and re!utations6 &hat is one of the reasons why Adidas should
-e more focused on fashion to create a new !ers!ective of their
!roducts and attract more customers 7A!!endi: *'96
Technology:
t is not a secret for anyone that technology is one of the most
im!ortant as!ects for any cor!oration6 t is fundamental for any
com!any to -e u!date with technology) innovation) new develo!ment
of !roducts) new materials) @uicker !roduction machines) etc6 &hese
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are factors that Adidas should take into consideration6 Furthermore)
use #ocial Media to communicate advertisements and !romotions
could -e the most accrua-le way to get new markets and make
cam!aigns in a chea!er way6 #ince the last . years) !eo!le are more
connected through internet and all the e:isting a!!lications for many
devises6 >articularly) Adidas has created technologies for their
!roductsH s!ecifically adi>2E8E and adi>2E8E for clothes and
&orsion for s!ort shoes6 Moreover) this com!any has to kee!
innovating a-out all the a!!lications for each new devises in the
market such as smart!hones and ta-lets 7A!!endi: *'96
$. )*+ecti,es
$.1 Corporate o*+ecti,es
&o achieve the !osition of the -est s!orts -rand in the world
offering the -est !roducts and services 7Adidas rou!) .'*'96
&o manage our wider social res!onsi-ilities as a multinational
com!any 7Adidas rou!) .'*'96
&o create -rands that the consumer -elieve in -y -eing hel!ed -y
these four values of Adidas rou!) >erformance) >assion)
ntegrity) ,iversity 7Adidas rou!) .'*'96
$.2 !ar"etin- )*+ecti,es
&o increase sales of Adidas -rands -y .'I -y .'*16
&o increase Adidas -rands market share -y 5I of the total market
share -y .'*16
&o generate Adidas -rands revenue -y *'I -y .'*16
$.3 Communication )*+ecti,es
&o re!osition the -rand images of Adidas =riginal from A casual
s!ortswear -rand to A casual high/fashion -rand within the first
0months6 &o increase -rand awareness -y 1'I -y 4une .'*.6
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&o create -rand interest and gain consumer !reference of Adidas
=riginal from target grou! -y .3I -y 4une .'*. -efore London
=lym!ic .'*. starts6
n the summer of .'*.) London will organi;e world s!ectacular
s!orts event) London =lym!ic .'*.6 &his will -ring significant
o!!ortunities to all of s!ort/related industries6 Adidas will not -e
e:ce!tional of it as Adidas is one of the official !artners of the
=lym!ics6 &o ma:imi;e and utili;e its !ositive effects and
o!!ortunities that !eo!le aware of s!orts activities) Adidas
re!ositioning cam!aign will set u! -efore =lym!ic starts on 4uly .'*.6
&. Tar-etin- and e-mentation
&.1 emo-rap#ic Trends
Current trends dis!lay that men are more !artici!ant in s!ort
that womenH around seven in ten men !lay in any s!ort com!ared to
?ust over si: in ten women 7Mintel) .'**96 Men -etween the ages of
*0 1( are the most ages that !artici!ant in s!ort 7A!!endi: **96 t
can -e said that men -etween the ages of *0/1( have the highest
consum!tion in the s!ortswear6
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these trends) it is really useful for the s!ortswear market to increase
in sale6 Adidas will a!!ly these trends to -e s!ecific in its marketing
cam!aign6
&.3 Pen Profile/ T#e tar-et audience
For Adidas target market in this re!ositioning will -e -oth male
and female -etween the ages of *0/1(6 #ocial class ABC*C. who are
dwelling within the United Kingdom are -een the target audience6 &he
reason why it select the whole of the United Kingdom instead of
focusing on reater London and inner London are e:!anding a target
of customer and make more customer than only concentrate on
London owing to num-er one in market shares for Adidas6 t will -e
targeting all ethnics6
. Positionin-
n order to determine re/launching !osition of Adidas) the
current !ositions of Adidas and other com!eting -rands in the market
has to -e considered6
As Adidas is well/esta-lished and highly/trusted s!ortswear
-rand !ositioning second leader of this market in the UK) Adidas
!ossesses variety of !roduct ranges from shoes) a!!arel) accessories
with different conce!ts -rands lead -y Adidas >erformance following-y Adidas =riginal and Adidas #tyle in revenue order6 owever)
According to Mintel 7.'*'9) Adidas is !erceived -y consumers as
makes me confidence -rand while 8ike) which leads the market with
to! market share) is de!icted as sets trends -rand which re!resents
their !erformance of highly/fashiona-le s!ortswear6 7A!!endi: D9
Adding to this) as it is mentioned in the cor!orate analysis) 8ike is
!erceived -y consumers as the most trusted and differentiated -randwithin other com!etitors6 7#ee A!!endi:09 Although) Adidas s!ends
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its -udget for advertisement more than 8ike in .'**) its !erformance
wasnt !erceived -y consumers as much as 8ike did6 7A!!endi: *19
n terms of tendency of customers) Mintel 7.'**9 descri-es
a-out consumer trends in this market Fashion over Function as more
!urchases are made -y casual wear rather than s!orts !ur!oses6 n
this growing market) em-racing fashion clothes into s!ortswear
seems to -e key !oint of success in terms of e:!anding its market to
the massive !otential target6 #imultaneously) as dominant trends of
the current market) amount of the channel where they !urchase
these !roducts is changing from retailer sho!s to internet sho!s6 &his
fact cannot -e avoided -y any of those cor!orations who seek to
generate consumers and consolidate their -usinesses6
&o sum u!) in order to com!ete with 8ike) the re/launching
strategy of Adidas would -e determined that to im!rove -rand image
more fashiona-le and differentiate with 8ike -y the use of internet6
&he new slogan m!ossi-le is 8othing) Fashion is Everything
re!resents -oth com!any s!irits and re!ositioning conce!t6 &herefore)
this cam!aign will take !art in social media such as Face-ook which is
new cam!aign !latform to sei;e massive !otential customers who are
hidden -ehind it6
. Communication trate-y
For com!anies is e:tremely im!ortant to create an accurate
communication strategy to aim and im!rove the way of how the
cor!oration shares information and find the needs of their clients6 &o
have knowledge of the !rinci!al o-?ectives of the com!any and
communicate effectively it is necessary to design a distinctive
communication strategy de!ends on each case 7Anonymous) .'**96
&he finality of create this strategy for Adidas is to im!rove the sales ofthis -rand giving a new image of fashiona-le and trendy through the
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!romotional mi:6 t can -e said that for this cam!aign would -e used
two ways of communications$
*6 Co/-randing and new fashion and !o!ular retailer 7Fusion96
Fusion with a !o!ular and well/known -rand$ M Limited
Edition
.6 Advertisements 8ew Cele-rities mage
&ools$
Maga;ines #ales >romotion &echni@ues 7Bar Codes ,iscount
Cou!ons9
Cinema 7=deon9
Face-ook ,ress/u! ame
7.1 Creative Brief
.1.1 Co(*randin-/Colla*oration % usion Adidas and 4!5
Target Audience$ Males and Females 7ages$ *0 / 1(9 Class$ A) B) C*)
C.
Slogan$ "Impossible is Nothing !ashion is e"erything%
Timeline$ 0 weeks 71'th4une / #$thSeptember %$&%9
&his cam!aign it will -e !laced one month in a half -efore and
after the =lym!ic ames .'*. in the UK6 &he reason of this timeline
is due to there will -e more !eo!le interested in s!orts) e:ercises and
look good for this event6 &he advertisements and !romotions would
-e focused on s!orts and that is something that Adidas have to
a!!roach6 Adidas is also su!!orting =lym!ic ames .'*. as official
commercial !artner to gain more !ower in the market share of UK
7all) .'**96
'b(ecti"es$ &he main o-?ective of this cam!aign is to im!rove the
!erce!tion of Adidas -rand as fashiona-le and trendy for consumers
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retailer since it has !reviews !ractice on this kind of !romotions with
other !remium and to! -rands in the market6 n the !ast few years)
this com!any makes fusion with some im!ortant and !restigious
-rands of the market such as 4immy Choo and most recent Nersace)
which according with some statistics of the fashion worldH it was well
acce!ted for consumers in -oth sides6
0andatory elements:
&here are some regulations for this colla-oration$
1. &he clothes line designed for M must -e a Limited Edition
71 month96
2. &he clothes design must -e different to the lines sold on
Adidas stores6
3. >romotions and ,iscount cou!ons do not match with clothes
from M stores6
4. M we- !age must show all the Adidas !roducts offered in
this !romotion) with o!tion of sho! online6
5. t will -e !laced an attractive Adidas advertisement in the
home !age of M to stimulate the !urchase of customers6
4udget:
&he -udget for this cam!aign it im!ortant to know that there
are two !arts interested in the !rofits of this colla-oration6 For this
reason the -oth !art argue that$
Clothes Limited Edition$ &he design for this limited edition will
managed only for Adidas rou!H raw materials) designers)
manufacture and distri-ution6 n the other hand) it is im!ortant to
have in a count that for Adidas is not com!licated to create a new line
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for this !romotion due to) this com!any already has their own
designers) materials) manufacture and distri-ution 7in ndia96
&he creation of the advertisement we- !age would -e covered
for -oth !arts and using -oth sites for the !romotion6 &he main !art
will -e !laced in M !age where will -e a sho!!ing cart o!tion to
!urchase these items6 owever) it cannot -e increased cost for this
!art due to M is owner of a so!histicated we- !age with this ty!e
of o!tionH the !oint is to locate the new line of Adidas !roducts on this
!age6
&o finali;e the -udget for this !art of the cam!aign "m!ossi-le
is nothing) Fashion is Everything% Co/-randing) the cele-rity
endorsement will -e two of the most famous !eo!le of this daysH Brad
>it and Angelina 4olie6 &his as!ect and cost will -e e:!lained -ellow in
the ne:t section6
&o sum/u!) the -udget for co/-randing is detailed in the chart
-elow$
Cost in>ounds
,esign .3'6''')''
>roduction 3''6''')''
,istri-ution D''6''')''age,esign *3'6''')''
Cele-rities 0''6''')''
&otal .61''6''')''i-ure 1
7.1.2 Integrated Mareting Communication
According to Fill 7.''+9 in terms of -rand awareness)
advertising and !u-lic relations are effective tools) similarly) sales
!romotion !ersonal selling and direct marketing are useful forincreasing the rate of !urchase6 Considering this view) in this section
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various media tools will -e usedH the main driving force is the usage
of Brad >itt and Angelina 4olie for the new cam!aign) -eside this)
maga;ines) social media tools such as Face-ook and Oou&u-e) &N
commercials and com!etitions will -e used6
0essage
8owadays !eo!le want to -e seem as fashiona-le even when
they make e:ercises on the other hand they want to feel comforta-le
when they wear a fashiona-le s!ortswear !roduct 7Keynote) .'**96
Adidas has already has a su-/-rand) called =riginals) for fashiona-le
s!ortswear -ut new re!ositioning o-?ective is a little different from
the !ur!ose of =riginals6 &o e:!lain this further) =riginals aims that
!eo!le can -e seen fashiona-le and fell comforta-le and casual when
they wear s!ortswear) -ut the new re!ositioning !ur!ose is that
!eo!le can -e seen fashiona-le even when they make e:ercise or
!re!are a com!etition or !artici!ate in a =lym!ics6 &hus the main
message of the re!ositioning !rocess is to s!read that the s!ortswear
trend is -eing fashiona-le as well as functional6
'b(ecti"es
&o s!read the slogan "m!ossi-le s 8othing Fashion is
Everything% in UK -efore the start of the London =lym!ics6
&o increase the awareness of the -rand I1' during the time of
London =lym!ics from the -eginning of the 4uly to end of
August in UK6
&o s!read the message ">eo!le can -e seen fashiona-le even
when they make e:ercise% in UK6
&o increase Brand Loyalty *'I to kee! market share during the
London =lym!ics in UK6
&o reach new customers during the =lym!ic ames therefore to
increase market share -y I5
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Celebrity Endorsement
According to Fill 7.''+9 there are some !otential !ro-lems with
use of cele-rities6 =ne of them is suita-ility of -rand image and the
cele-rity is a -ig concern) the other one is there is a danger that the
audience can remem-er ?ust the cele-rity instead of -rand and its
message6 Although these !otential !ro-lems are known) Adidas will
use some cele-rities6 Because it can -e argued that using cele-rity is
one of the most effective ways to esta-lish credi-ility so Brad >itt
and Angelina 4olie will -e the advertisement face for Adidas6 Brad >itt
is one of the most famous actor in the world and his -ody and
charisma is suita-le for the Adidass new image6 #imilarly Angelina
4olie is one of the most -eautiful and talented actress in the world and
there are a lot of woman who want to wear like her6 Moreover they
are a cou!le so they can -e used also for a family conce!t6
Communication Tools
T! " Cinema Commercials
#lan$ A series of 1'/second commercials can -e used to show that
Angelina 4olie and Brad >itt wear Adidas s!ortswear and they makesome e:ercises6 Even they make e:ercises they are looking
fashiona-le and stylish6 For this !ur!ose the most !o!ular &N
channels 7as it can -e seen in the figure9 can -e used such as BBC)
&N) Channel () Five and BskyB6 #imilar to this) it is generally known
that !eo!le are more careful of the advertisement which !u-lished on
the cinema6 &hus) cinemas will -e used for the same !ur!ose and
!eo!le will watch their #tars Angelina 4olie and Brad >itt in the
commercial as they are watching a film6
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Sc$edule$ #tarting from the -eginning of the 4uly to end of August6
&his time includes * month -efore the London =lym!ic ames and
one month after the =lym!ic ames6 For &N two most !o!ular &N
channels BBC and &N will -e used for two times in a day at the !rime
time for 1' seconds6
21
i-ure 2 ource:http://www.barb.co.uk/report/weeklyViewingSummary
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#rint Media " Maga%ines
>lan$ For !rinted advertisements of the new cam!aign instead of
using the to! sellers in general it is -etter to use suita-le maga;ines
for the target audience6 Adidas will use the to! maga;ines related to
fashion) style) s!orts and lifestyle in the UK6 &hese will -e$
Men&s 'ealt$(&he maga;ine is the to! selling mens lifestyle
health and fitness maga;ine) an e:cellent su-scri!tion for any
man concerned with his health) fitness relationshi!s and diet6
Cosmo)olitan$ t is the maga;ine for young women who donPt
want to miss out on all of the essential relationshi! features) the
latest health news and the latest fashion trends6
!ogue$ &he Maga;ine sets trends6 Used as a !oint of reference
within the fashion industry) it is filled with insightful interviews
with leading designers) runway reviews) !ractical style ti!s and
must/have -uys6 &he target audience is generally women6
Es*uire$ For the very -est cele-rity features and interviews)
health) fashion) s!ort) thought/!rovoking writing and to! @uality!hotogra!hy in a stylish) accessi-le !ackage6 Es@uire also
-rings its customers culture) food) -usiness and technology)
-ooks) films and the arts6 &he target of the maga;ine is man6
Sc$edule$ #tarting from the -eginning of the 4uly to end of August6
&his time includes * month -efore the London =lym!ic ames and
one month after the =lym!ic ames6
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+nline Media " Social Media
#lan$ #ocial Media is a ty!e of online media that e:!edites
conversation as o!!osed to traditional media) which delivers content
-ut does not allow readersviewerslisteners to !artici!ate in the
creation or develo!ment of the content 7itt6
-ouTube$ &he commercials not only will !u-lish on &N -ut also they
will !u-lish on Oou&u-e) -efore the most !o!ular video the Adidas
commercials will -e shown6 t will hel! to reach the o-?ective in that toincrease -rand awareness6
Sc$edule$ #tarting from the -eginning of the 4uly to end of August6
&his time includes * month -efore the London =lym!ic ames and
one month after the =lym!ic ames6
Sales #romotion
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>lan$ &he main o-?ective of sales
!romotion is to encourage the
target audience to -uy a !roduct6
Moreover it can -e argued that
sales !romotion is one of the most
effective ways to reach new
customers 7Fill) .''+96 &o increase
the market share of Adidas -y 5I
the com!any needs to reach
new customers6
For this reason Adidas will use a Q2 Barcode/>romotion 7an
e:am!le of Q2 Code in the figure96&here will -e some Q2 Codes on
the Oou&u-e videos) &N commercials and Maga;ines) customers who
can ca!ture the code -y their mo-ile !hones or ta-let !cs can get
some discounts during the London =lym!ic ames6
#chedule$ ,uring the London =lym!ic ames 7.5 4uly to *. August
.'*.9 -ecause of the high cost6
24
i-ure 3 ource:#ttp://2d(code.co.u"/adidas(6r(code/
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7. Total Bud-etin- of t#e Campai-n
Celebrity Endorsement(
Nenus itt will cost J.60 million
T! " Cinema Commercials(
BBC$ According to B2A, 7.'**a9 BBC costs for !rimetime U# R110'
!er day) thus for full schedule it will costs 110'S57days9 SD 7weeks9 T
R*DD*0' T 12/0
IT!( According to B2A, 7.'**-9 &N costs for !rimetime J3(*3 !er
day) thus for full schedule it will costs 3(*3S5SDT 3302
T! Ex)enditures 4 12/0 5 3302 4 2606
#rint Media " Maga%ines(
Men&s 'ealt$(For third class out of five class) advertisement cost
J*.)1*' !er !ages thus for two months schedule it will costs J*.)1*'
S . T 2027B2A,) .'**c9
!ogue(For third class out of five class) advertisement cost J.()(''
!er !ages thus for two months schedule it will costs J.()('' S . T
6067B2A,) .'**d9
Cosmo)olitan(For third class out of five class) advertisement cost
J.*)+(3 !er !ages thus for two months schedule it will costs J.*)+(3
S . T 3068 7B2A,) .'**e9
Es*uire(For third class out of five class) advertisement cost J**)D3'
!er !ages thus for two months schedule it will costs J**)D3' S . T
23077B2A,) .'**f9
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Maga%ines Ex)enditures( 202 5 606 5 3068 5 2307
4 1101
+nline Media " Social Media
,aceboo(Creating a Face-ook a!!lication is free on the other hand
there is no sufficient data a-out !u-lishment of the a!!lication on the
we-site of the Face-ook6
-ouTube(For !ersonal !ur!ose there is no charge to !u-lish a video
on youtu-e -ut there is no suddicient data a-out !u-lishment of
cor!orate advertisements6
Co9Branding
As mentioned -efore) J.61 million will -e s!end for Co/Branding
activity with M on design) !roduction) distri-ution) we- !age
design and cele-rities6Co/Branding E:!enditures$ 2.3 million
Total Budget( 2. million 5 2606 5 1101 5 2.3 million 4
/88
:))roximately /./ million.
8. ',aluation and control
&his stage is one of im!ortant !art of marketing cam!aign6
According to Fill 7.''+9 stated that the role of evaluating can !rove
that the !erformance of the tool and media used are followed -y the
communication o-?ective that have set in the first !lace6 Moreover)
marketing mi: and -udget have -een a!!lying in effective way6
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8.1 Pre(testin-
&he !re/testing will hel! the Adidas marketing cam!aign to
evaluate the result of all tools and media that are going to a!!ly for
its to more efficient and the least mistake that is going to ha!!en6 t
will a!!ly focus grou! to -e a !re/testing for estimate the overall of
marketing mi: that it will ha!!en6 &his method can hel! to o-tain the
o!inion and !erce!tion of customer to im!rove in some !lan in
a!!ro!riate way6 t will -e conducted -y D mem-ers in each grou!
that select from target audience6 &he total num-er of focus grou! is 0
grou!s6
8.2 Post(testin-
n this stage will measure the effectiveness of a cam!aign result
in different areas of marketing tool and media used6
Advertising$ #ales test and tracking studies are a!!lied to -e a
measurement in this cam!aign6 n term of #ales test can hel! Adidas
to know the effectiveness of advertising -y increasing or decreasing
the level of sale and market share during and after launching
cam!aign6 u-lic relations$ &he im!act of using Brad >itt and Angelina 4olie will
-e evaluated through the effect from the main media 7&N) cinema)
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maga;ines) internet) etc96 Moreover) it can -e evaluated -y feed-ack
of customer for !urchasing a !roduct of Adidas that wearing -y -oth
of modeling6
10. Conclusion
n conclusion) the communication !lan !resented a-ove has the
aim to increase Adidas -rand awareness and !roducts sales -y
changing image of Adidas as a fashiona-le clothes and not only for
!ractical use in order to -e the -est -rand in the market6 &he key
!oint of this cam!aign is -ased on the research results such as
remarka-le -uyer -ehavior that they -uy s!ortswear as a fashion
!ur!ose6 By co/-randing with M and !romoting Brad >it Angelina
4olie as new models of Adidas !romotion) conventional Adidas image
that is !erceived -y consumers would -e overturned to the aim
image6 #imultaneously) this cam!aign would lead to increasing
awareness and considera-ly interests in see Adidas as a fashiona-le
/trendy -rand and also re!lacing 8ike in the market share as the
num-er one on s!ortswear in the UK6
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;eference age6as!:Z
titledT.***D7Accessed$ *' ,ecem-er .'**9
B2A, 7.'**-9 IT =nlineV6 Availa-le at$
htt!$www6-radinsight6com-radv.Mem-er&itle>age6as!:Z
titledT*'01''7Accessed$ *' ,ecem-er .'**9
2
http://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://shop.adidas.co.uk/miadidas/Main.actionhttp://www.dhacommunications.co.uk/http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300http://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/60Years_HistoricalOverview_e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://www.adidasgroup.com/en/ourgroup/assets/History/pdfs/logohistory-e.pdfhttp://shop.adidas.co.uk/miadidas/Main.actionhttp://www.dhacommunications.co.uk/http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=21118http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300http://www.bradinsight.com/bradv2/Member/TitlePage.aspx?titleId=106300 -
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Mishra) ,6 7.'*'96 "Corporate Strategy *or Adidas Group%) #chool of
Management6 University of >urdue6
2hiannon) 46 7.'**9 "ersace *or ./0%) Fashion 8ews) Availa-le at$
htt!$www6manchesterfashion6com) Accessed$ Dth ,ecem-er .'**V
:))endixes
32
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:))endix 1(
Closing and footwear !urchased in the last *. months) -y reason for!urchase) 4une .'** 7Mintel) .'**9
:))endix 2(
Best and worst case forecast value sales of s!orts clothing) .''0/*07Mintel) .'**96
33
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:))endix 3(
&rends in attitudes towards advertising and sho!!ing on the internet)
.''0/*'
Base$ adults aged *3 7Mintel) .'**9
2006 2007 2008 2009 2010
% point change
% % % % % 2006 ! 2010" ten# to buy pro#uct$ rom companie$ who
$pon$or $port$ e&ent$ an# team$
6 6 6 6 6 !
"'m tempte# to buy pro#uct$ "'&e $een a#&erti$e# 26 2( 2) 2( 2( !1
*o #o my $hopping by internet make$ my lie
ea$ier
17 20 21 2( +) 17
:))endix (
8eadin !uppliers of !ports Clot$in and oot9ear to t$e :; +y Country of *riin and
? @ and ? 2010
Country of *riin Turno-er
Company
i#e Inc. :! >1.01+n
Adidas
-
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e9 Balance :! >1.%5+n
Pentland
-
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:))endix 7(
J8eadin !uppliers of !ports Clot$in and oot9ear to t$e :; +y Country of *riin
and ? @ and ? 2010G =;ey note? 2011
Country of *riin Turno-erCompany
i#e Inc :! >1.01+n
adidas
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:))endix 8( #E#& Analysis
3'
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:))endix 11(
Most !o!ular s!orts and !hysical activities !artici!ated in) -y age)
4une .'**
Base$ .)''' internet users aged *0
37
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="intel? 2011
:))endix 12(
#!orts and !hysical activities !artici!ated in) -y social grade) 4une
.'** / Base$ .)''' internet users aged *0
3
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="intel? 2011
:))endix 13(
Main monitored media advertising s!end on s!ortsoutdoor clothing
and footwear) -y to! *3 advertisers) .''0/*' 7Mintel) .'**9
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