The rand name in Hand; Mobile phone Marketing at Adidas

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 Essay about The Brand available Mobile Advertising at Adidas

The Brand available; Mobile Promoting at Adidas


Adidas was founded in Germany in 1920. it has become an important supplier of shoes after Second World War. Later, it expanded their footwear line to include perimeter sports. While Nike may be the global leader in athletic sneaker market, Adidas is nothing more than the second place in that marketplace because it began its business in the field of soccer shoe market. So , Nike could not handle the whole athletic shoe market. Later on, Adidas wanted to increase its capability on the footwear market. In order to satisfy the market's need thorough, Adidas as well went for the basketball industry. However , Adidas found that marketing is much more important mainly because shoe is inside the " buying goods” category. It means that products via different brands have large homogeneity. Adidas must have a good marketing strategy in the event they no longer want to be in a price battle. So , Nike outsources their production and focus on marketing in the 1990s.

Marketing campaigns;

In the marketing method, Adidas launched several advertisments and we will show you in short , in the pursuing table:


Adidas' major turning points


Campaign pertaining to soccer boots leader


Focus on U. S. market


" Colours” advertising campaign in Sweden


" Living Billboard” in The japanese


" Vertical Sports Field” plan


T-MAC4: The 1st laceless field hockey shoes


" Difficult is Nothing” campaign

" R2L”campaign


15~25% of total advertising budget in new mass media


Joined with MTV


" Match Centre” campaign


" Admiration M. Elizabeth. ” advertising campaign

Suggested strategies

On the other hand, we would like to give Adidas some ideas in the future. Firstly, Nike is a strongest competitor to Nike as we know. Second, Nike's capital capability is usually huge. So , it's certainly foolish intended for Adidas to compete with Nike in a cost war. In line with the above research, Adidas can try to identify itself from Nike with different aspects:

• Cooperate with reference groups: Adidas can easily sponsor a few sport celebrities and launch some new edition products associated with those sport stars.

• Cooperate with famous designers: Adidas can cooperate with famous designers to establish new product-line which can magnify its fashion and casual design.

• Change the traditional image of sport: Classic image of sport is sweatiness and smell. Adidas have to establish a confident or even gorgeous image intended for exercise, to attract youth and female in particular.

The first point of view mainly supplies evidences in the case. Adidas's press campaign were designed to stick to 3 measures: impact, engagement and account activation, it tried out hard to keep the monitor on the advantages of the fad of Internet, mobile phone, 3G cell telephony, Hip-pop etc, in order that it can provide manufacturer image further than text messages, just like ring-tones, wallpapers, video games, new products, sports news, living sport match scores.

Function No . Evidences from the circumstance

1In 2002, Adidas's initial attempt to interactive mobile advertising was in Sweden, with a advertising campaign called " Colours”, employing very simple banners and wallpapers for downloading it phone picture with Nike logo. This kind of campaign leaded to big access.

2Another pilot involved a ring tone program in UK, with a fee, which ended in 6, 500, 000 downloading.

3Adidas envisioned its very own broadband channel that could be accessed through an Adidas icon. Users could in that case enter a virtual " Adidas World”

4Adidas hired an application development firm to create an arcade-style soccer game applet that could be downloaded for a fee of пїЎ1. 99.

5In early on 2004, Nike took over the Yahoo website to promote " Impossible is definitely Nothing” plan with famous boxing celebrity, Laila Ali, daughter of Muhammad Ali. 6Adidas adopted an " Opt-in” insurance plan, users needed to request, for all Internet and mobile promoting.

7Adidas envisioned a platform that might allow users to manage many different...

Author: gym_monkey10
The brand name in Hand; Portable
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