Designing an Ad Campaign for Adidas: A Situation Analysis

This presentation discusses the process of designing an ad campaign for Adidas, a leading sports attire manufacturer. It includes a situation analysis, company analysis, advertising plan, and implementation. The presentation covers Adidas' mission, vision, SWOT analysis, and integrated marketing communication plan. The target audience includes athletes, gym goers, and sports lovers globally.

AD CAMPAIGN

INTRODUCTION
• Adidas is a company who manufactures sports attire.
• It’s headquarters is in Herzogenaurach, Germany.
• The company was started by Adolf Dassler in the year
1924 as the Dassler Shoe Factory.
• It was later renamed Adidas in the year 1949.
• The official logo of the company is three stripes, which is
used on all the shoes and clothing that is manufactured by
the company.

DESIGNING AN AD CAMPAIGN
• The framework for the advertisement campaign:
Situation Analysis
Company Analysis
Advertising Plan
Implementation

SITUATION ANALYSIS
MARKET ANALYSIS (Babin & Zikmund, 2015)
• Geographical Segmentation – Global
reach
• Psychographic Segmentation – Hard
workers, Achievers, Experienced
• Behavioral Segmentation – Athletes,
Gym goers, Brand freaks, Sports lovers
• Demographic Segmentation – 15 to 36
years age, Unisexual, Moderate and high
income level, Lower middle class, upper
middle class and upper class users.
COMPETITIVE
ANALYSIS (Fleisher &
Bensoussan, 2015)

COMPANY ANALYSIS
• Mission – The mission of Adidas is to be one of the
leading industry in sporting attires around the world. They
have a commitment towards strengthening their products
and their brand to make their competitive position strong.
• Vision – 1. Leaders in design and innovation
2. Focused on their consumers
3. Responsible about the environment and the
society
4. Delivers outstanding results for their
financials

• Financial Objective – To decrease the cost by 10 percent
and improve sustainable performance of the company so
that there is a 15 percent increase in the net annual
income.
• Strategic Objective – To become a market leader by
increasing the market share.

SWOT ANALYSIS (Rothaermel,
2015)
Strengths
• Strong financials
• Brand value
• Global presence
• Variety of products
• Acts as sponsors for famous football
teams
Weaknesses
• High price of products
• Highly dependent on the prices of
raw materials
• Customers have a lot of product
substitutes
• Low margin and switching cost
• Trademark can easily be copiedOpportunities
• Innovations in technology
• Invest in markets that have
potential
• Lower the prices of products so that
low income customers are attracted
Threats
• Huge fluctuations in the raw
materials prices
• Many competitors in the market
• Availability of more variety of styles
in other brands

ADVERTISING CAMPAIGN
PLAN
Integrated
Marketing
Communication
(IMC)
Positioning Media
Channels
Touch Points
Communication
Process
Diagram

INTEGRATED MARKETING
COMMUNICATION
• Product – The product that have been used in this campaign are the
sports shoes that are being sold by the company.
• Place – The place for selling the product would be in the retail shops of
Adidas which can be independent or situated in malls (Belch et al., 2014).
• Price – The price of the sports shoes of Adidas are quite high which is
why they cannot be purchased by everyone. They are priced this way due
to the expensive raw materials are that used to manufacture them.
• Promotion - The promotional tools that would be used is
advertisements and special offers in peak times like during any major
sports events.

POSITIONING
• The company targets customers who have high to
moderate income.
• They position the products in areas and societies where
the people of the upper class and middle upper class stay
(Proctor, 2014).
• The people who are sportsmen and athletes are also
targeted and the areas which have sports stadium or
universities where a lot of students enrol or practice, will
also have stores which have Adidas sports shoes.

MEDIA CHANNELS
• Print – Print media channels such as newspapers,
billboards and magazines would be used by the company
to advertise their sports shoes to the public.
• Broadcast – Broadcast media channels such as television
would be used by the company for their advertising
campaign (Men, 2014).
• New media channels – Internet is the most common new
media channel in recent times which would be used for
the ad campaign. The ad campaign would be available in
the official website of Adidas and also in social media sites
such as Facebook, Twitter and Instagram.

TOUCH POINT
• Awareness – It is the awareness about the brand and the
product it sells among the customer through the ad
campaign.
• Consideration – It is the consumers considering whether
the product is worth purchasing or not based on research
or word of mouth.
• Purchase – Purchase it finally buying the product
(Dhebar, 2013).
• Service – Service is in terms of the company and the
prompt after purchase service that they provide when the
customer faces any issue.

COMMUNICATION PROCESS
DIAGRAM
• Source – This is the point where the message or the
advertisement campaign will arise. In this case it is the
company Adidas who is selling the sports shoes.
• Message – The message that will be sent out by Adidas is the
campaign message (McQuail & Windahl, 2015).
• Channel – This involves the various channels of media that is
used to disperse the ad campaign to the consumers.
• Receiver – The receiver is the consumer who is viewing the
advertisement and finally decide to purchase the product.

REFERENCES
• Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research.
Cengage Learning.
• Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive
analysis: effective application of new and classic methods. FT Press.
• Rothaermel, F. T. (2015). Strategic management. McGraw-Hill
Education.
• Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising:
An integrated marketing communication perspective. McGraw-Hill
Education.
• Proctor, T. (2014). Strategic marketing: an introduction. Routledge.

• Men, L. R. (2014). Strategic internal communication:
Transformational leadership, communication channels,
and employee satisfaction. Management Communication
Quarterly, 28(2), 264-284.
• Dhebar, A. (2013). Toward a compelling customer
touchpoint architecture. Business Horizons, 56(2), 199-
205.
• McQuail, D., & Windahl, S. (2015). Communication models
for the study of mass communications. Routledge.