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Introduction my brand … The company is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, to its US rival Nike Targeting and positioning strategy Describe the target market for the brand When it came to any product the audience is very important. You need to know who are going to be interested in the product. When it came down to this “The Brotherhood” is mostly for boys ages 8-20 and for older males. For example, on page four you will see TMAC jersey for boys 8-20 and older males.

Nike centred their brand equity model on the platforms, the endorsement focus strategy, creating a dominant media presence, development of Flagship stores, NikeTown and sub- branding. The Adidas strategies were based on, endorsement focus strategy, advertising, sponsorship programs focusing on major global events, sports associations, and teams, and sub-brands. What positioning and competitive strategy is used for the brand and why. Brand associations can be anything that connects the customer to the brand.

It can include user imaginary, product attribute, use situations, organizational associations, brand associations, and symbols. Brand loyalty is at the hart of any brand’s value. The concept is to strengthen the size and intensity of each loyalty segment. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, “Impossible is Nothing. In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis.

But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide caring emotional communication. Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Adidas image with not only strength, but also warmth. The preferred media we choose are TV, specific magazines, outdoor and internet. Message strategy What brand message is communicated to the target consumers and why. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, “Impossible is Nothing. In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis.

How is this communicated? The ads in magazines are full page. When it came to the Internet ads are a top banner. For example, on page five you will see the ad which it a top banner. Media strategy Which media is used by the brand to get the message across and why? The main focus of “The Brotherhood was Adidas to sponsor the NBA. The way these six players were selected was by their athletic ability which is why they are also known as all stars. Then these six players decided to form a series that would help kids to discover their dream by playing with NBA Stars.

A strong advertising and public Relation events makes adidas as a worldwide recognized brand and it would be more sustainable in the world market Adidas began selling its shoes in the United States after 1968 and in few years the company dominated the American market. The most important marketing breakthrough was the active promotion of global sporting events, especially the Olympics. The connection of Adidas to the Olympics has a rich heritage. At the 1972 Olympic game in Munich, every official wore Adidas.

How the message is executed in each media The media vehicles that were used for television will be ABC basketball games, TNT basketball games, ESPN basketball games and ESPN 2 basketball games and ESPN’s Sports Center. The media vehicles that were going to be used for magazines were Sports Illustrated and ESPN Magazine. The media vehicles that are use for Internet were ESPN website (www. espn. go. com), NBA website (www. nba. com), Adidas website (www. shopadidas. om), Sports Illustrated website (sportsillustrated. cnn. com). Adidas use several advertising media to promote their product in the marketplace. Different advertising media use in the in the market like commercial advertisement, Print media advertisement, covert advertising, Infomercials, Celebrities advertisement, Online advertisement, Public transport advertisement, e-mail etc. Advertising unit: When it came to the advertising unit for television Adidas only runs: 30 seconds ads since most of these ads are played during NBA games.

The ads in magazines are full page. When it came to the Internet ads are a top banner. For example, on page five you will see the ad which it a top banner. Sales promotion What type of sales promotion is employed by the brand and why… what are there objectives. In general terms, what proportion of the brands budget is devoted to sales promotion relative to advertising and why. Nike advanced from $1 billion dollars in 1986 to $ 9. 9 billion in 2002, Adidas advanced from $1. 7 billion in 1992 to $4. 8 billion in 1998.

According to sales figures for the both companies, it seems that both Nike and Adidas companies have succeeded to create a brand loyal customer who perceives the Nike and Adidas products as top quality. Direct marketing. Does a brand use any of direct marketing as part of its marketing communications campaign and if so. Which types. Public relations/ sponsorships Please indicate any public relations and or sponsorship activities that the brand engages in and why. What are the objectives of these efforts?

In 2006, Adidas launched a marketing campaign to bring fans closer to New Zealand’s hugely popular All Blacks Rugby Team- a little too close! All the 40 team members donated their blood, which was thereby mixed into the in used to make a poster of the team. The poster was given to fans who bought a $70 All Blacks jersey made by Adidas. Each of the 8000 posters came with a certificate of authenticity. The promotion was promoted through advertising on radio, outdoor and online media.

The objective of the campaign was to create an emotional bond between the All Blacks Rugby squad and their fans and grow sales of All Blacks apparel by 15%. It ended up with a total sell out of all posters and a 24% increase in sales. The campaign won the Grand Prix at the Cannes Lion Awards 2007 http://hubpages. com/hub/Sales-Promotions But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide caring emotional communication.

Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Adidas image with not only strength, but also warmth. The preferred media we choose are TV, specific magazines, outdoor and internet. Conclusion Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts – providing they speak consistently with one voice all the time, every time.

The reason that this media was selected was because television, magazines and Internet were the best way in which Adidas were able to show there customers their products. As you see below the picture on the third page that says “Adidas NBA Shop,” in order for Adidas to promote the “The Brotherhood” they had to come up with a slogan in which they called it “NBA is a Brotherhood. ” Besides Adidas have several technique in media selection which have discussed in the following sections http://www. multimediamarketing. com/mkc/marketingcommunications/

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