Adidas

The idea and analysis:

Current situation

Analyzing the facts:

Nick Drake is planning to create a new strategy of marketing: “The brand in the hand”, and the reasons to do that:

Mobile is the most personal medium available

People use mobile 24/7: Business, personal and for information

Mobile media is replacing print media

Adidas is trying to provide an experience, without annoying the consumers.

With the line of M.E. clothes they are trying to create a new way of communication with consumers.

* The company was founded in Germany in 1920

* Important supplier of footwear

* In 1990s, the company increasingly outsourced production to 1/3 suppliers in order to focus more on marketing.

* 1998: Adidas is more focused in the American market, dominated by Nike and Reebok, sponsoring sports icons.

* 2004: Adidas is the largest supplier of sportswear in Europe. And creation of the slogan “Impossible is Nothing” aimed to associate the adidas brand with the ability of individuals to go beyond conventional limits for athletic performance.

* Marketing campaigns was the responsibility of regional subsidiaries, which had their own marketing departments.

* Competition: Nike is the biggest competitor in USA.

* At the beginning Adidas considered television rthe primary communications medium.

* Adidas is moving gradually from print media to online and mobile advertising.

* Other ways of marketing are sporting events and through sponsorship of sports teams and players.

* The consumers on average received no more than eight minutes of advertising per year through all forms of broadcast media, then they have to be very careful with the message and the marketing campaigns.

* Adidas is doing marketing efforts toward new media. In particular, 12- to 24-year-olds, target audience.

* They are still spending ¾ of the budget in traditional media.

* Reaching Internet users with an impactful message became increasingly...