Media Planning

We are assigned to design a new strategy and a direction for Adidas Hong Kong to increase their sales especially sports shoes in a short period of time.

Before setting up any new strategy, we have to calculate and identify their existing market segment in the last 12 months first. Here is the table below.

From the above table we can see that the age group from 25-39 years old holds the highest market potential and highest potential to develop the specific product (sports shoes), respectively. Besides the highest group, there are two potential groups as well. As we can see, age group from 10-24 and 0-9 has the CDI 100,129 and BDI 100, 86 respectively that as we know they also has possible of improvement compare with the normal average index 100 which we have been taught.

After knowing the CDI and BDI, we decided to pick the new target segment as 0-9. It is because the group 25-39 has already been in a mature stage that well developed with great sales, great CDI and BDI. Therefore, we do not think that it needs our new strategy to boost the sales higher again. Compare to the group 10-24, 0-9 is also slightly higher with its CDI and BDI, which means it, has more potential than 10-24. So 0-9 will be the best new segment for us to design a new strategy for them to increase sales.

After choosing new segment, we will identify a simple 4P first.

Product

Adidas is a sport brand, Adidas built on leading technology and cutting-edge design. The main selling point is the great protecting of your foot, while function surely will be the major concern in customers’ point of view, this still do not fulfill customer’s desires. Adidas’s target customers, which includes college student, athlete and hip-hop community, the target customers seeks lifestyle – my own different style. At this point, Adidas not only offers comfortable goods concerning to sport, casual and so on, but also Adidas and other daughter brands (Wholesale, Retail, Taylor made-Adidas Golf,...