2008年3月30日 星期日

Case study_Adidas

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

In the beginning, Adidas was an important supplier of German soccer teams. Later, they changed their strategy to expand their products to “fringe sports,” such as high jumping and bobsledding. By 1990s, Adidas have secured their global sales on soccer footwear. In 1998, Adidas began to focus on the U.S market. By sponsoring some famous basketball players, Adidas gained doubled market share.

2. What evidence does Adidas have that suggests the importance and potential success of digital interactive and mobile marketing?

The evidence is about Coca-cola’s Flaschenpost campaign in Europe.

Customers in Germany, Austria and Hungary who purchased Coca-cola products received unique codes imprinted on product boxes,cans and bottles. The codes could be used to download free mobile content. As a result , more than six million free wallpapers and ringtones were download to mobile phones during the campaign .

It proved that the sales campaign , mobile marketing ,was effective. The big success of Coca-cola encouraged Adidas to take similar marketing strategy. So this is the evidence that Adidas has that suggests the importance and potential success of the digital interactive and mobil marketing.

3. Why did Adidas choose to centre the campaign base on Elliott?

Because the hip-pop culture phenomenon had reached 45 million Americans, who spent more than $10 billion on hip-pop music and related merchandise. Of this number, an estimated 80 percent were Caucasian between the age of 13 and 34, with a total spending power of roughly $1 trillion. Five-time Grammy nominee Missy Elliott was the best-selling female hip-pop star of all time with more than 7 million albums sold so Adidas decided to sign an contract with her to attract hip-pop lovers.

4. How important a role should MMC play in Adidas’ overall brand communications strategy? Is MMC just a novel approach to marketing communications and a marketing fad (is it merely communicating the same message in a new format?), and to what extent should it play a part of overall marketing communications strategy at Adidas or another firms competing in different industries in the future?

As the head of Global Media, Prenderville, said, “We have to use our money in smarter ways.” When Adidas was gradually changing their communication media from television and print to online and mobile advertising, MMC becomes a more useful and direct way to approach their customers. Consumers sought refuge in new technologies, like digital video, to break free of unwanted messages.

MMC can play a part in young generation consumers because the wireless information services were becoming the primary communication and entertainment medium for those customers. With the advent of 3G in Europe, wireless providers prepared to deliver rich content to phones. Adidas might provide different services through the wireless information systems.

Adidas decided to divided their content to three tiers, free, cost-plus and fee-based content, which were based on production cost and user value. In contrast, Nike charged their users for all content downloaded. Another example is Coca-Cola, which had a potential of mobile marketing. In some countries, consumers could download free mobile content through a special code printed on the coke can.

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