Preview

O.C. Ferrell Chapter 19 Case 19 - Mobile Marketing at Adidas - Swot and 5 P's

Satisfactory Essays
Open Document
Open Document
256 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
O.C. Ferrell Chapter 19 Case 19 - Mobile Marketing at Adidas - Swot and 5 P's
Case 19 Mobile Marketing at Adidas

Analysis

Internal Strengths
• Huge advertising budget ($900 million dollars in 04)
• Sponsorships/cobranding with some of the biggest athletes (Beckham, Kobe, etc.)
• Established brand name: Historically largest share of soccer market in Europe (until 03)
• Hiring Nick Drake brought insider’s view of mobile technology and market

Internal Weaknesses
• “Second place” to Nike
• No longer the European premier soccer brand
• Smaller marketing budget than Nike
• Placed sponsorships with risky celebs “Kobe – sex scandal, Beckham – injuries, Missy Elliot – ?)

External Opportunities
• Increasing spending power of 12-24 year olds
• Rise of soccer’s popularity in US
• Growth of overall mobile market
• Mobile market relatively untapped in US

External Threats
• Nike
• Other mobile media “applets”
• Other advertisers in print (hence, their need to break the clutter)
• Other billboard advertisers (again, need to break clutter)

Target Market
• Basketball, baseball fans in US and Hockey fans in Canada
• Hip Hop market in US

Positioning
• Seen as a fashion statement in hip hop market
• To be a leading resource in mobile entertainment

Price
• $70-120 for Run DMC Style to Missy Elliot Boots
• Similar to Nike, possibly cheaper

Product
• Mobile downloads, backgrounds, etc.
• Sporting apparel including shoes, clothing, etc.
• Hip hop fashion apparel
Place
• Global (sponsorship of World Cup)
• National (Japanese advertisement, Greece upset victory)
• Regional (Road to Lisbon, sponsorship of regional major league teams)

Promotion
• Reach to Hip Hop market through song lyrics
• Guerrilla marketing through campaigns in Japan
• Viral marketing through Impossible is Nothing campaign
• Reach to mobile youth market as young as
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Tiger Woods Scandal Summary
    • 117 Words
    • 1 Page

    Tiger Woods Scandal Summary

    For instance, Tiger Woods’s scandal agitated a media madness, forcing some of his sponsors (Gillette, Accenture, and Gatorade,) to drop him. Knittel and Stango (2010) found that, in a week after Tiger Wood’s scandal came into light, organizations whose products were endorsed by him, encountered major drop in stock market, in respect to both the stock market and the competitor organizations. The main five sponsors (Gatorade, Nike, Accenture, Electronic Arts, and Gillette) lost 2% to 3% of their total market value after the scandal broke, and his three main sponsors; Electronic Arts, Nike, and PepsiCo (Gatorade) lost over 4%. Therefore because of these potential dangers, a brand must take extra precautions when hiring a star for endorsement.…

    • 117 Words
    • 1 Page
    Good Essays
    Read More
  • Powerful Essays

    Alyssa Carchietta Essay
    • 6359 Words
    • 26 Pages

    Alyssa Carchietta Essay

    Do you think by hiring a celebrity to endorse a product is worth the large amount of money invested to…

    • 6359 Words
    • 26 Pages
    Powerful Essays
    Read More
  • Good Essays

    Advertising Sue Jozui Summary
    • 508 Words
    • 3 Pages

    Advertising Sue Jozui Summary

    The author believes that consumers should boycott celebrity endorsed advertisements, this is illogical because buyers are not forced to buy the product, and using celebrities to advertise products is a really smart and effective way to catch a buyer's attention.…

    • 508 Words
    • 3 Pages
    Good Essays
    Read More
  • Better Essays

    The Companies That Dropped Tiger Woods
    • 1325 Words
    • 6 Pages

    The Companies That Dropped Tiger Woods

    Let 's not downplay that current market situations indicate that celebrity endorsement advertising strategies can indeed justify the high costs under the right circumstances. However, the importance of a company and the duty that it has to protect its image and reputation that solidifies its brand. By ignoring allegations and credibility issues that are raised by the public regarding a specific celebrity endorser a company does their brand a disservice that can easily affect their bottom line and their message. That is why a company often does not differentiate between an accusation and a guilty verdict when it comes to the credibility of their endorser. This can cost a company millions of dollars. Because of this companies are depending more and more on a moral clause to protect them in endorsement contracts.…

    • 1325 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    Sports and Entertainment Marketing
    • 651 Words
    • 3 Pages

    Sports and Entertainment Marketing

    Many advertisers take on the role of sponsoring sporting events or teams to bolster popularity and gain recognition through the team or event. Sport marketing urges memberships, sales, and recognition. These factors represent the biggest benefits for the companies, the athletes, the associations, the leagues, and sport event managers. Well thought out, effective marketing helps to understand the customer and the marketplace. Also, informed marketing decisions help increase status and importance in people's lives, sport is considered a profitable and sustainable marketing source. At large sporting events, sponsors like to take advantage of the large crowd to advertise products (handout products, freebies, contests, etc.) because more people will be able to see it. Therefore this is significant because not only is it a simple way to announce a product but it is also efficient due to the amount of people who would see it at a large event. “Another example of sports marketing through sponsorships, is the renovation of the contract between Adidas and the Mexican Football Federation (FMF). In August of this year the CEO of Adidas Herbert Hainer in companion of the president of the FMF, Justino Compeán announced the renewal of the contract in order to permit Adidas to continue producing and designing the uniform of the Mexican teams until 2018. This is an example of sports marketing because as it was define, sports marketing is a marketing strategy in which companies related to sports products or services promote their trademark through design, production or other resources. In this case Adidas, which is completely related to sports, is the company that is using sports marketing as a strategy, by designing the uniforms of the football team and as a consequence its trademark is being promoted every time there is a game.” (Wikipedia, Sports Marketing)…

    • 651 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Tiger Woods
    • 688 Words
    • 3 Pages

    Tiger Woods

    Earlier this year, Kellogg dropped its sponsorship of Michael Phelps, the gold-medal swimmer, after he was photographed using a marijuana pipe at a party. In 2003, Nutella and McDonald’s ended their deals with Kobe Bryant after he was accused of sexual assault in Colorado; the charges were eventually dropped. Now how will tiger woods actions affect his endorsements? Will they drop him or put him on the back burner? How will his situation affect other celebrities endorsements?…

    • 688 Words
    • 3 Pages
    Good Essays
    Read More
  • Best Essays

    Athlete Endorsements
    • 4178 Words
    • 17 Pages

    Athlete Endorsements

    Jones, C. (2009, February 23). Scandals tarnish star endorsements, marketers shy away from employing. USA Today, 5B.…

    • 4178 Words
    • 17 Pages
    Best Essays
    Read More
  • Good Essays

    adidas
    • 695 Words
    • 3 Pages

    adidas

    Social elements that need to be considered within Adidas’s organization are, for example, Adidas sell their foot ware products worldwide; however they need to consider where their highest potential customers are. Within the United Kingdom there are many cities which most of them have local football teams. Moreover within London alone they have several; therefore the United Kingdom has a substantial consumer base. Furthermore, Adidas should take opportunity of this within the football seasons by promoting their products to expand their sales revenue.…

    • 695 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Real Madrid Case
    • 849 Words
    • 4 Pages

    Real Madrid Case

    In order to strengthen their name, they valued three interrelated goals that would help the organization achieve success: “achieve financial flexibility and expand brand reach, assemble a team of top players, and leverage the brand and content across a variety of channels”. Real Madrid’s unique business model would allow them the access to use, expand and enhance their organization in order to maximize their content to target markets. Brand reach and brand awareness are very important for Real Madrid to become successful. Television and the Internet are usually the most popular forms an organization can get recognition. Also, advertising, sales through player’s merchandise, and effective content delivery campaigns would be key for their brand reach. Connecting the experience of the brand across continents and overseas could be an effective tool for the global marketing strategy they need to employ.…

    • 849 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Controversial Television Advertising
    • 1185 Words
    • 5 Pages

    Controversial Television Advertising

    Sports icons and entertainers have become a critical part of today's advertising companies marketing strategy. Often, they promote products using profanity, drug abuse and sex in more ways than one. By exploiting famous people in day time television advertisements the target market has expanded to cover all ages, not just adult audiences. Everyone looks up to these people on a daily basis, Whether it be a young boy who watches football to improve his game or a young girl who watches her favorite pop star dance to her favorite song.…

    • 1185 Words
    • 5 Pages
    Good Essays
    Read More
  • Best Essays

    Executive Summary
    • 3025 Words
    • 13 Pages

    Executive Summary

    Adidas AG sells sports shoes, apparel, and equipment in 170 different countries. There focus lies in football, soccer, basketball, running, training gear, golf, and apparel. This is a two billion dollar industry and with Adidas being a main cog. They also specialize in lifestyle goods including SLVR and Y-3 fashion brands. They have trademarked their three-striped logo that has become a global symbol of sporting excellence. They are the #2 sporting goods manufacturer behind only NIKE. Adidas’ main market is the footwear manufacturing industry. Research and development is what gives Adidas a competitive advantage. They focus many resources on being innovative and developing new products. An analysis of the internal and external environments indicates the firm has strengths in new product development, a global footprint, and a strong brand portfolio. The main weakness of the company is their dependency on a third party manufacturer. They have many strategies planned out to reach marketing objectives. They have a number of actions they plan on using to innovate and expand their company.…

    • 3025 Words
    • 13 Pages
    Best Essays
    Read More
  • Good Essays

    Adidas Marketing Plan: Adidas Has Positioned Itself as a Leader
    • 986 Words
    • 4 Pages

    Adidas Marketing Plan: Adidas Has Positioned Itself as a Leader

    Adidas is the number two sporting goods maker in the world, second to Nike. The company has long focused on being the footwear for sports and high performance. The company has three components: Adidas, Reebok, newly acquired in 2006, and TaylorMade, well known on the Pro Am Golf Tour. (Adidas Group Annual Report, 2008) This marketing plan will focus on the Adidas brand.…

    • 986 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    The Brand in the Hand: Mobile Marketing at Adidas
    • 1604 Words
    • 7 Pages

    The Brand in the Hand: Mobile Marketing at Adidas

    1. What is Adidas’ position in the athletic shoe market? How does the brand seem to be doing in this market?…

    • 1604 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Adidas Marketing Strategy
    • 3327 Words
    • 14 Pages

    Adidas Marketing Strategy

    adidas AG is a German sports apparel manufacturer, part of the adidas Group. It registered as adidas AG on 18 August 1949 (with lower-case lettering: "adidas"). The company was named after its founder, Adolf (Adi) Dassler, who started producing shoes in the 1920s in Herzogenaurach, near Nuremberg, with the help of his brother Rudolf Dassler who later formed rival shoe company PUMA AG. The company's clothing and shoe designs typically include three parallel stripes of the same color, and the same motif is incorporated into adidas' official logos.…

    • 3327 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Good Essays

    Differentiated Marketing About Adidas and Nike Case Analysis Essay Example
    • 516 Words
    • 3 Pages

    Differentiated Marketing About Adidas and Nike Case Analysis Essay Example

    We can accurately put the brand into their own brand of ethnic groups, but how do the brands are different ethnic groups within it is very difficult. Your products to meet consumer demand, while other brands can do the same. We all can do, the characteristics of the brand may also be the same or very similar. Want to get rid of other physical attributes of the brand product should escape the shackles of the level,Nike Air Force 1 Mid 07 All Black emotional level to shape the brand, the emotional level that is unique to create customer value, to meet consumers may never think of emotional needs, so will your brand with the public different, unique and wonderful feeling to become excellent and superior positioning. In this regard, there are three ways of thinking is worth learning. First, empathy. I found the practice of many years of marketing, business thinking from the perspective of their own, often focused on mining the functionality of the product positioning and selling points, but in fact, only into consumer groups, the emotional interaction with them, to find meet the emotional needs of the consumer brand meaning. According to the latest survey, brand sports shoes, "Nike," the highest price, followed by "Adidas." In China, the "Nike" price higher than the "Li Ning" brand 2.76-fold; However, with the price of living in the same sales --- the first is the "Nike" brand sales of similar brands in the highest. Not surprising that a huge volume of goods more expensive strategy is not surprising,Nike Dunk High Heels White Lime Green but the high prices and high sales volume can be unified, but are rare. Nike is how to do it? Research Nike on thousands of consumer groups conducted a survey of consumers showed that the vast majority of respondents believe that Nike is the mind the most "cool" brand, best embodies the individuality, creativity, dynamic, energy, etc. The groups are very concerned about the emotional value. Can do this mainly because Nike unremitting…

    • 516 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics