Adidas Case Study

The Brand in the Hand: Mobile Marketing at Adidas

Question 1. What is the situation facing Adidas at the time of the case?

The main target audience for Adidas is the group of 12-24 year-olds. Along with the development of mobile technology, this group spends more and more time on Internet, cell phones, and other handheld devices. At the same time, a steady decline occurred to traditional media usage, including TV and print. As stated in the case, “The Global Media Group predicted that mobile media would eventually replace most forms of print media”. Adidas has tried out some approaches in order to take advantage of the trend as one of the pioneers. The results about numbers of downloading and awareness attracting are positive. However, there is no direct/enough evidence showing that the main target audiences are attracted by the campaigns. There are more to concern before conduct a campaign into the market.

Another fact Adidas is facing is that there are multiple differences between the U.S and European market. As the matter of fact, Adidas did take different strategies to approach these two markets. However, more data about customers need to be collected, especially for the U.S market. Adidas is facing a decision point of weather or not to invest heavily on mobile marketing, and how to allocate the expense in order to make best effort.

Question 2. What do you understand by the term "Brand in Hand"?

Taken literally, the term “Brand in Hand” mainly points to marketing through handheld devices. In my opinion, there are two more meanings underneath.

The first one is that the term actually represents a strategy, which is not limited to marketing through only mobile phones, or personal tablets, but also includes any form of new media, such as banner websites, e-magazines, blogs, and online forums. The main idea about this strategy is increase the mobility and flexibility of marketing campaigns compared to traditional approaches....