Download - Adidas Basketball Strategy2008
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Strategy PhaseChristina Chu
Ashok Damani
John Mills
Derek Osgood
Vince Robbins
Adidas Basketball
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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
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 Size
Campaign Themes
SalesObjective
IMC Techniques
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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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
Campaign Themes
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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
Technology—Hype over performance
Main idea
Adidas has technologically-advanced basketball shoes
Motto: “Bringing the future to the court.”
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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
Quality and DurabilityB
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Motto• “
You never give up, neither do we”
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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
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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Segmentation Size
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SalesObjective
IMC Techniques
NBA Superstar EndorsementsBrand image
Motto:• “
What Champions are Made of”
• “Anything is Possible”
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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
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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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
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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Segmentation Size
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SalesObjective
IMC Techniques
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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Segmentation Size
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IMC Techniques
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Segmentation Size
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IMC Techniques
Print (magazine) TV
Billboards Viral: Youtube, blogs/forums
IMC Techniques: Advertising
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Segmentation Size
Campaign Themes
SalesObjective
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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Segmentation Size
Campaign Themes
SalesObjective
IMC Techniques
IMC Techniques: Direct Marketing
1. • Subscription via website
2. • Newsletters
3. • Direct Mail
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Segmentation Size
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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?