adidas basketball strategy2008

Strategy PhaseChristina Chu

Ashok Damani

John Mills

Derek Osgood

Vince Robbins

Adidas Basketball

Segmentation Size

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SalesObjective

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Segmentation

Basketball shoesHigh-involvement• Once-a-year purchase

rate: 54.8%Brand choice

Purchase motivation Hierarchy of effects

Irrelevant

Segmentation based on Benefits sought

More relevantHigh-involvement

choices

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Segmentation based on benefits sought

Technology hype over performance (9.7%)

Quality and Durability (58.1%)

Familiar Brands (6.5%)

NBA Superstar Endorsement (19.4%)

Attractive Style (6.5%)

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Campaign Themes

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Technology—Hype over performance

Main idea

Adidas has technologically-advanced basketball shoes

Motto: “Bringing the future to the court.”

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Quality and DurabilityB

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Motto• “

You never give up, neither do we”

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Brand Familiarity

Positioning by product user• D

efine the product user as a unique individual.

• Feel a sense of ownership with Adidas.

Main idea Adidas will always be a unique shoe for you.

Motto:• “

It’s Not Their Shoe - It’s Your Shoe.”

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NBA Superstar EndorsementsBrand image

Motto:• “

What Champions are Made of”

• “Anything is Possible”

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Attractive Style Segment Pitch

Brand image/Positioning based on product attribute

Main idea: • S

tylish both on and off the court

• Have customers associate Adidas with style

Motto• “

Look like a playa no matter where you are”

• “Player on the court, Boss off the court”

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IMC Sales Objective

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IMC Objectives – Past ResultsSales growth over

past 4 years:-7%, 13%, 52%, and

2% respectively.

Large 2006 sales increase attributed to

Reebok acquisition and release of Adidas-

1 basketball shoe

Avg growth (excluding

2006)=2.66%

Avg growth (with

2006)=20%

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IMC Objective

1. •Objective: Increase US sales by 6% in one year

2. •Reasoning: •Sales increase objective half of highest growth (excluding 2006)•Sales increase objective double avg growth (excluding 2006)

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IMC Techniques

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Print (magazine) TV

Billboards Viral: Youtube, blogs/forums

IMC Techniques: Advertising

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IMC Techniques

Contests Photo: show us how durable your Adidas shoes are

Choose your favorite commercial Boards/forums

Comment on the shoes and give feedback Talk about basketball

NBA superstar’s blog More product information

Design choices Training moves from celebrity players Videos

Past commercials Update your own cool moves

Sign up for updates Ability to target, experiment/adjust, and receive

feedback/adjust Control More cost-effective than pricey commercials

IMC Techniques: Interactive Website

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IMC Techniques: Direct Marketing

1. • Subscription via website

2. • Newsletters

3. • Direct Mail

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IMC Techniques: Public Relations

1. College TourCampus bus

2. Adidas-sponsored basketball tournamenta. Try on shoesb. Give feedback onlinec. Celebrity appearance and prize

Get pressCredibilityAbility to targetAbility to experiment/adjust

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Questions?