ADVERTISING STRATEGIES OF ADIDASSUBMITTED BY:NAMITA AGGRWAL A3906410162 magazines. newspapers.RESEARCH METHODOLOGY Secondary data:There are basically two sources to collect secondary data: Internally: Provided by the company/organization Externally: Various publication of central.Books. Research used: Secondary data . state and local Government.Internet After only keeping in mind one can think about what type of data has to be collected during research as our research is concerned I have used secondary data . "Impossible is Nothing. has evolved into a large multinational enterprise. the company makes huge investments in advertising and brand promotion. In keeping with the brand image is its association with the distinctive logo and its advertising slogan." In order to maintain and sustain this image. through its marketing strategy which rests on a favorable brand image.INTRODUCTION Adidas Inc. The German manufacturer. is a marketer of sports apparel and athletic shoes. . For example. the main character can use an item or other of a definite brand. ADVERTISING MEDIA Covert advertising Covert advertising is when a product or brand is embedded in entertainment and media. The majorities of television commercials feature a song or jingle that listeners soon relate to the product. in a film. Television commercials The TV commercial is generally considered the most effective massmarket advertising format.Adidas use several advertising media to promote their product in advertising media. as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Virtual advertisements may be inserted into regular television programming through computer graphics . Celebrities This type of advertising focuses upon using celebrity power. Exercise equipment and correspondence courses are two products sometimes sold through infomercials. Adidas use David Bekham as their brand ambassador and many more celebrities in every region to promote their product. fame. . .ADVERTISING MEDIA(contd) Infomercials On television. money. popularity to gain recognition for their products and promote specific stores or products. Adidas arrange several infomercials in the sports based program. an infomercial is a short or regular-length television program that combines information presentation with an integrated suggestion to buy a particular product or service. TNT basketball games. . Core Advertising Consideration The core advertising factors of Adidas are as follows. magazines and Internet. Media Vehicles: The media vehicles that were used for television will be ABC basketball games. ESPN basketball games and ESPN 2 basketball games and ESPN’s Sports Center.ADVERTISING METHOD & MEDIA SELECTION The media that was used of “The Brother Hood” will be television. Besides that a huge amount of data about Adidas advertising related activities. As a multinational company Adidas have separate advertising strategydifferent area of the world. When it came to the Internet ads are a top banner. The ads in magazines are full page. Marhet segments Geographic segmentation Density: Urban and semi-urban cities Demographic segmentation Age: 15 to 35 Income level: >Rs. lower upper and upper class ADVERTISING METHOD & MEDIA SELECTION(contd) Gender: Male and female . 15.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.000 Social class: Upper middle. NIKE Nike is currently the world leader in Sports goods industry with a brand value of $12.MARKET NEEDS Comfort Durability Style Price Brand THE INDUSTRY COMPETITIVE SCOPES ADIDAS is in the sportswear. Bolt was wearing Puma shoes! PUMA AG . 2006. The competition from Puma has become stronger after the 2008 Olympics in which the Jamaican sprinter Usain Bolt broke records and won 6 gold medals. and PUMA since it acquired REEBOK in January. The main competitors of ADIDAS in the industry are NIKE. apparel and sports accessories industry.672 million. A German based company best known for its football shoes and athletic shoes. The company concentrates on style and technology with a high price range of the products. golf balls. team-its. team kits GOLF – TAYLORMADE Hats. PRODUCTS AND APPLICATIONS RUNNING Shoes. FOOTBALL Studded boots. CASUAL Footwear and clothing Apparels and accessories . warm up suites BASKETBALL Shoes. socks. vintage clubs (golf sticks). putters. spikes. gloves. jerseys n shorts. stockings. bags. India. Ltd. The broad elements of the strategy are to target the brand to urban youth . Adidas’ strategy in India has been consistent over the past few years. . license agreement with Bata ADIDAS –in India 1996 – Joint venture with Magnum International Trading Co. 1998 – Sachin Tendulkar is Brand Ambassador for India 1999 – introduced the cheapest range of shoes they had ever sold 2001 – first televised advertisement for India: Paes & Sachin 2004 – Advantage adidas campaign kicks in. 30% growth milestone 2005 – Andreas Gellner is new MD. 1989 – entered India. This four trends are analyze below.SOWT Analysis A SWOT analysis comprise of strength. Rigid pricing structure. Weakness. Our survey shows Nike behind Reebok & Adidas in market share in India. STRENGTHS Largest International portfolio of sport ambassadors. Sponsors football teams with maximum fan following in India and USA. Opportunity and Threats. Has not do well in Indian subcontinent market. WEAKNESSES . Highest brand image in India according to our survey. THREATS Adidas larger competitor Nike has a grater market share and having a big budget in marketing activity. The newly born several brands like CAT.SOWT Analysis(contd) OPPORTUNITIES Has a great opportunity to expand international market. Amount of competitors increasing day by day. Positive and increasing market trends can increase through the effective advertising. . GAP has increase their advertising budget in recent years. Increasing demand on the sportswear. FINDINGS Both Adidas and Nike have used the same theoretical systems to create their brand building programs. Adidas stand for a competing and winning over your self-attitude. We can find many similarities like endorsements strategies and the companies advertising strategies. As we can understand the two companies are aiming at nearly the same targeted customer group but with a slightly differentiation of attitude. About advertising do both companies have about the same scale and scoop of advertising but they try to communicate different messages. while Nike have their center of attention on stars in specific sport like basketball and Michael Jordan or in golf and Tiger Woods. you lose gold”. We in the group think this differentiation is based on the differences in culture between the two companies and between Europe and USA. and Nike stands for a winning over everyone attitude. What differs in the endorsement strategies is that Adidas focuses in sponsoring teams and global events. the only one you compete with is your self whereas Nike communicate a provocative. These messages from Adidas is. . aggressive winner attitude which can be related the American sports attitude “You don’t win silver. They challenged Nike in endorsement strategy. . that the both companies had the same target group. one can say that branding have been a totally determining factor. Events like those communicated the Adidas brand around the world. Adidas choose a brand-building strategy that built on the same theoretical criteria’s as Nike. events like Adidas Streetball Challenge was created. But they created a differentiation in identity of the brand compared to Nike Adidas had the same strategy within creating equity value to their brand. On top of that they made it so good that they are used as models in higher education.FINDINGS(contd) As an overall reflection one can see that Adidas had to overcome. According to the results and positions the brand-building programs have given both Adidas and Nike in the sport industry. To differentiate them self and make totally own awareness activities. by doing it trough the same medias. but with a slight difference in communicated message. and in advertising. back office consolidation and combined capital expenditure planning.RECOMMENDATIONS Close cooperation with retailers can significantly improve the in-store experience for the product A multi-brand approach will provide the firm with a major competitive advantage and help achieve given the diverse tastes and expectations of a highly fragmented consumer market The DIFFERENTIATION strategy would help the firm in competing in a competing market place. cricket and hockey would enormously help the firm in competing in such a market as cricket is the most popular sport in India. The acquisition of Reebok has created significant opportunities to reduce and optimize costs.The firm has a strong grip only in the basketball and casual wear product line. through scale benefits. This would be a tough task since Nike is the sponsor of the Indian national cricket team. . Diversification of the products athletics. THANK YOU .