Chapter16: Advertizing, Public Relations

Chapter: 16 Advertising, Public Relations and Sales Promotion

On March 14, 2011 Adidas announced that their launching a campaign that would change the brands history. The campaign would showcase all the Adidas brands (Adidas Sports Performance, Adidas Originals, and Adidas Sports Style sub brands) capturing the world of diverse cultures through music, sports and fashion.

The campaign included athletes such as Derrick Rose, David Beckham and Lionel Messi,  music stars Katy Perry and B.O.B also skateboarders Silas Baxter-Neal, Lem Villemin and Jake Donnelly.    Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and Cinema as well as an extended 2-minute version for Online

 "Today's consumers are not one-dimensional," said Patrik Nilsson, president of Adidas America.  "They live across the cultural spectrum and that's where Adidas has its edge.  The Adidas brand extends beyond sports and 'all Adidas' celebrates this breadth of passion from athletes, musicians, artists and beyond.  The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives."

The results of this campaign boosted sales and the results are shown below

Chapter14: Marketing Channels and Retailing

Chapter 14: Marketing Channels and Retailing

A channel refers to a way of making a product available to distribute to the end consumers. A marketing channel helps by getting the right products to the right consumer in time for purchase. This channel terminology falls under the P of physical distribution in the four Ps of the marketing mix.

Adidas is always looking for a new great way to get its product out to consumers. This time they incorporated a new digital experience in European stores. RFID or Radio Frequency Identification is the wireless use of electromagnetic fields to transfer data, for the purposes of automatically identifying and tracking tags attached to objects. The tags contain electronically stored information.

In the new Adidas store Customers that take product into the changing room are greeted with a mirrored display which provides more information about the products they have taken into the store as well as give the customers some ideas of outfits to combine. This is convenient for customers because they won’t have to leave the room to pick up another item and wait on line again to change a second time. Also it beats having to stand in long lines waiting behind someone with a large sum of items because with the RFID tag items get ringed up automatically.

Chapter6: Consumer Decision Making

Chapter 6: Consumer Decision Making

With consumer preferences always changing, marketers must understand their consumer’s desires in order to make profitable decisions. This is why studying the market is essential for a future of a company to succeed. This is what brought a company like Adidas into existence. Seeing a need for performance goods was their first and biggest decision that would sky rocket the company to one of the biggest shoe providers around the world.

On the other hand consumer needs aren’t the only options marketers such as Adidas look at. With the start of Adidas Originals, the company was now being influenced by cultural background. In the 1980’s rap group Run-DMC where big fans of Adidas and were popularized by their Adidas track suit and superstars sneakers without laces. They appreciated the company so much they made a single titled “My Adidas” which blew up and got the group there own sneaker with Adidas. This would be the start of Adidas collaborations with those other than athletes.

Adidas is a world renounced brand that continues to evolve and reach out to meet the needs of consumers. They have three main brands under the Adidas name; Reebok, which became the brand of fitness, Taylor Made, Adidas’ golfing franchise, and lastly Adidas, the branch that handles performance and fashion. They will continue to grow and make decisions that will be our world’s leading brand in shoes

Chapter5: Devolping a Global Vision

Chapter 5: Developing a Global Vision

“We are laser-focused on our mission: we strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle!” says Herbert Hainer, CEO of Adidas Group. Adidas is a world known company with seven HQ’s around the world in; Panama, Netherlands, Hong Kong, three of which are in the U.S, and lastly the main HQ which resides in Herzogenaurach (Germany). Having all these headquarters makes it easier for Adidas to expand its markets and have its products available to its worldwide consumers. With technology now becoming the world’s hot new thing, Adidas also makes its website available to order products online. The site offers shipping all over the world via shipping companies such as Fed-ex and UPS.

The overall strategic goal is to achieve qualitative, sustainable growth by building desirable brands in consumers’ and customers’ perception. In 2010, Global Brands played a central role in the creation of Route 2015, the Adidas Group’s five-year strategic business plan. The Adidas and Reebok brands are expected to deliver 90% of the targeted growth for the Group in that period. Areas within Adidas and Reebok that were identified as key contributors and game changers for the Adidas Group include: 

• Gaining sales and market share in the key global categories running and basketball with Adidas Sport Performance

• Expanding Adidas Sport Style into fast fashion with Adidas NEO

• Establishing Reebok as the leading fitness and training brand

• Leading the industry in the fields of customization and interactivity across categories.
  

Chapter4: The Marketing Environment

Chapter 4: The Marketing Environment

Essentially Adidas’s mission was to cater to athletes at all levels. But adding both style and performance with the new silhouette named “tubular X”, they specifically wanted to create a redefined shoe that can become the future look for shoes made for the basketball court. The tubular X was featured in a New York, “art- meets- fashion gallery” where it got its first introduction. Getting positive feedback from both sneaker and fashion critics Adidas further extended the tubular to the eyes of basketball fans as well.  NBA stars are the most marketable and also most of them rely on sneaker deals. This is why Adidas has signing stars such as James Harden, Andrew Wiggins and rookie Justice Winslow. Winslow’s scene of fashion and style was exactly what Adidas felt would help show case this up and coming product. With Justice Winslow and his sense of fashion off the court, Adidas felt he would be the right face to market the new silhouette.