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Integrated Marketing Communication Of Adidas: Hi-tech Sports

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Question:

Discuss about the Integrated Marketing Communication of Adidas for Hi-tech Sports.
 
 

Answer:

Marketing Communication Goals and Objectives

The goal of Adidas marketing communication is in getting a new customer and retaining the old customers. The goal of the marketing communication is to create a brand image in relation to the goods (Adidas.com.au 2018).

Objectives

  • Providing best standard of care along with support for the people using the product
  • For ensuring that the staff understand regarding the standards pertaining to the care expected
  • For ensuring that the users of the product know about the quality pertaining to the services

Redesigned message key

Adidas redesigned message key focuses on the aspect of catering to the different kinds of needs of the young people (Bhupathi 2016). The re-designed message of Adidas focuses on the aspect of providing hi-tech sports footwear along with accessories. Technology is an integral part of the present age and the products of Adidas have been re-fashioned on the basis of evolving technology that can help in catering to the needs of the modern consumer (Belch et al. 2014).

Target audiences

The target audience of Adidas marketing communication campaign includes the educated people and the median age of that group is around 32 years old. Potential buyers in relation to the target market will primarily include the young people interested in sports from that of the high income segment (Armstrong et al. 2015).

Marketing Communication Mix

The marketing communication strategy is on the basis of on-line along with off-line advertising. The developing of a website that is informative is the main communication strategy that is taken recourse to by Adidas. It can help Adidas in sustaining the brand image and provide better service to that of the customers (Saenko et al. 2016). Adidas has created its own website that helps the customers of all kinds to know about the product, sales and new launch pertaining to the company. Adidas also used the windows messenger game platform that can help them in the promotion of sportswear items. This game proved to be extremely effective in helping the company increase the brand ratings with the help of the gamers (Ots and Nyilasy 2015). Adidas makes use of the pop-up advertisements that are found on Yahoo that acts as an effective marketing communication strategy for the company. Internet marketing was used as the marketing communication strategy that can help in attracting the youngsters who spend a lot of time in the online medium as compared to that of watching television. The sponsorship of Adidas with that of major leagues can strengthen the reputation of the brand and make it endearing for the customers (Šeri?, Gil-Saura and Ruiz-Molina 2014). The sales promotion strategies used by Adidas can help in augmenting sales in relation to the brand. Adidas distributes coupons with the help of different websites that can help in increasing the sales of the products. 

 

6-month media schedule

The first month will focus on the development of a website that is highly informative. The time to be allotted will be one month and the budget that will be requires will be around $ 10, 000. It will be able to reach a large number of people who make use of the medium of internet. The windows messenger game platform can be used in the second and third month and the budget that will be required in relation to this will be around $ 10,000. The gaming platform will help the brand in reaching the people of the age group of 15-22. Pop-up Advertisements will be displayed on Yahoo in the fourth month that can help in attracting the attention of the consumers (Keller 2016). These advertisements will target the internet savvy and people who use for getting valuable information. The sales promotion strategies will be used by Adidas in the fifth month and the budget allotted will be around $ 10,000. The youth belonging to the age group of 15-20 will be drawn by this communication strategy. The sixth month will focus on the aspect of distribution of coupons by taking recourse to different websites (Belch et al. 2014). The budget allotted for this will be around $ 10,000. It can help in reaching the young target audience.

Suggestion of three campaign evaluation methods

The marketing campaign can be evaluated on the basis of the number pertaining to the mails that are opened by that of the recipient. The success of the communication campaign of Adidas can be measured by taking note of the number pertaining to the customers that have clicked on the promotional advertisement (Saenko et al. 2016). These are the two metrics that can help in gauging the effectiveness in relation to the marketing campaign of Adidas. The metrics dashboard is also made use of by Adidas that can help in the evaluation of Adidas in a manner that is very easy to understand. 

 

References:

Adidas.com.au (2018). [online] Available at: https://www.adidas.com.au/ [Accessed 9 Jun. 2018].

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Bhupathi, M.M., 2016. Integrated Marketing Communications. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 425-445). Emerald Group Publishing Limited.

Keller, K.L., 2016. Unlocking the power of integrated marketing communications: How integrated is your IMC program?. Journal of Advertising, 45(3), pp.286-301.

Ots, M. and Nyilasy, G., 2015. Integrated Marketing Communications (IMC): Why Does It Fail?: An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation. Journal of Advertising Research, 55(2), pp.132-145.

Saenko, N.R., Sozinova, A.A., Karabulatova, I.S., Akhmetov, I.V., Mamatelashvili, O.V. and Pismennaya, E.E., 2016. Research in action integrated marketing communications as the elements of information and virtualization market relations. International review of management and marketing, 6(1S).

Šeri?, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, pp.144-156.

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