Integrated Marketing Communication for Adidas Brand

This paper discusses the integrated marketing communication strategies used by Adidas brand for its whole range of products. It includes segmentation, persuasion analysis, analysis of current advertisement, and current marketing communication mix.

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INTEGRATED MARKETING COMMUNICATION
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Contents
INTEGRATED MARKETING COMMUNICATION.....................................................................1
Adidas brand whole range of products..............................................................................................3
Segmentation........................................................................................................................................3
Persuasion Analysis.............................................................................................................................4
Analysis of current advertisement......................................................................................................6
Current advertising components.......................................................................................................6
Current marketing communication mix.............................................................................................6
Reference..............................................................................................................................................8
Appendices...........................................................................................................................................9

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Adidas brand whole range of products
Integrated marketing communications is a concept that refers to the use of different
marketing strategies so as to optimize the careful linking of all forms of communication and
messages. It ensures maximum communication of a specific but consistent message of a
company’s brand to the associated stakeholders(Yeshin,2012). At its simplest form it refers to
integrating all promotional tools so that they can work together in harmony.
Adidas group is one of the biggest sports brands in the world. It was developed in 1920 by
one man, Adolf Dassler who was an athlete and a shoemaker. He started with handmade sport
shoes. Being an athlete, he understood what type of sport shoes an athlete needs. His goal
was to come up with the best product for each athlete. This is still the goal that the company
chases up to now.
Segmentation
Segmentation involves specialization. This is one of Adidas strengths. It can develop
specializations. Adidas’ segmentation is based on the Roy Morgan Values. They include
Socially aware, Visible achievements, Young optimism, Real conservatism, Something
better, Look at me, Conventional family life, traditional family life, fairer deal and basic
needs. These segments can be used to profile different people’s leisure activities hence
predict their preferred brands. The company has focused on which people buy their goods
and whether or not they use them, how often thy consume and how much (Liao et al., 2009).
It also groups people according to their values, behaviours and attitudes. Adidas main values
that Adidas take into consideration are warm relationships, fun and enjoyment, self-
fulfilment, sense of belonging, being well respected, security, sense of accomplishment, self-
respect. The segments below are what Adidas’s has focus on.
 Socially aware.

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They have a professional position and enjoy a better than average source of income. They are
attracted to things that are new and different. They favour and prefer a nice experience over
education (Spurgeon et al., 2012). They are 16% of the population.
 Visible achievements
These are individuals who prefer quality over everything else. They like to be sure about
what they spend on. They expect admiration and respect from other people. They pay
attention to detail and also prefer experience to education. They are a little reluctant to change
and when you capture their attention (Spurgeon et al., 2012), they are likely to stick with you
forever. They would be ideal for products like Adidas deodorant and other body care
products because they will stick with the brand forever. As long as the products are good, you
are their number one brand.
 Young optimism.
These individuals are adventurous and love to enjoy life. They have fun and always look for
excitement in everything. They are 9% of the population.
Persuasion Analysis.
Persuasion is a skill; every marketer will tell you that. Most products have not penetrated the
market, not because they are not good, but because the individuals and agents that were
responsible for introducing it to the market lacked the ability of persuasion. Persuasion is the
art of convincing other individuals to agree with your point of view about something.
Persuasion tools are things that help speakers or advertisements convince, urge, entice or
encourage their audience. There are 3 basic tools of persuasion. They include:
 Ethos

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This is the ability to appeal to your listeners based on your personal reputation. Adidas has
used this before. Adidas has been associated with quality for a very long time. It is a trusted
brand and very often a consumer will choose Adidas’s products over other similar products
because of the trust they have on the brand (Shimp, 2010). Adidas used this tool when
introducing its deodorant to the market.
 Pathos
This is an emotional based appeal tool. This is the tool that advertisers use. Adidas has also
gone in great extent to come up with adverts that appeal to our emotional intellect.
 Logos.
This is reason-based appeal. It is based on logic.
Other tools:
 Repetition.
In this tool, there is use of short phrases and images that are memorable hence help people
(audience) remember advertising messages. With time, these messages are accepted as
truthful by the individuals. Catchy slogans are also used and ae incorporated in commercials
and banner ads (Shank and Lyberger, 2014). This is its number one tool.
 Humour.
Who doesn’t like a good laugh or smile? People tend to remember things that make them
smile and this would probably lead to purchase. This could be a very effective tool if used
well. One could use ambiguity, comedy or even puns so that they can be more memorable.
 Shock

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This tool always grabs the attention of an individual. A brand could use jarring images and
texts that shock. This has double advantage since it will probably generate media coverage
(Fu, 2017). However, these ads should not be used over a long period of time since repeated
exposure makes them less shocking hence will be ignored after sometime.
 Repetition-break.
This consist of a series of repetitive events followed by a break. This comes in as an element
of surprise and will actually attract an audience attention in a big way.
 celebrity endorsements.
Adidas has used this tool by using celebrities like Justin Bieber, Zinadine Zidan in its adverts
(Shah, 2017).
Analysis of current advertisement
Current advertising components
Adidas’s adverts usually have the following components:
 An eye-catching headline that is clear and brief.
 A description of it’s quality and good value
 An interesting offer
 A reason for the offer
 A request and reason for an immediate reaction or reply from the audience.
 Directions and ways of purchase.
Current marketing communication mix

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Adidas’ choice of communication mix can be said to one between alternatives. Adidas has
focused on primary media for maximum penetration. They have focused on the following
techniques:
 Advertising.
Adidas has this technique as it’s main marketing option. This is done through having adverts
in the television and over the internet. It has greatly created awareness for this brand.
 Public relations.
This is almost similar to advertisement. It is passed via mass media too but the company
doesn’t pay for the or space of the message. This has been done by adidas via internet,
television and newspapers. The story of its success when documented also helps in increasing
its awareness.
 Event sponsorship.
Adidas has been seen to sponsor events like FIFA world cup (Pitt et al., 2010). This has gone
a long way in increasing the population’s awareness about it.

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Reference
Yeshin, T., 2012. Integrated marketing communications. Routledge.
Shimp, T.A., 2010. Integrated Marketing Communication in Advertising and Promotion/por
Terence A Shimp (No. 658.8 S45.).
Pitt, L., Parent, M., Berthon, P. and Steyn, P.G., 2010. Event sponsorship and ambush
marketing: Lessons from the Beijing Olympics. Business Horizons, 53(3), pp.281-
290.
Liao, S.H., Chen, J.L. and Hsu, T.Y., 2009. Ontology-based data mining approach
implemented for sport marketing. Expert Systems with Applications, 36(8), pp.11045-
11056.
Fu, E., 2017. 90. A Study on Overall Framework of Brand Marketing Strategy of Large and
Medium-sized Enterprises in the Context of New Media. Revista de la Facultad de
Ingeniería, 32(14).
Shah, M., 2017, July. Consumer Perception and Comparative Analysis of sport shoes brand.
In Proceedings of International Academic Conferences (No. 4607347). International
Institute of Social and Economic Sciences.
Shank, M.D. and Lyberger, M.R., 2014. Sports marketing: A strategic perspective.
Routledge.
Spurgeon, C., Ferrier, L., Gunders, L. and Graham, P., 2012. Young citizens, values
and new/s media. Continuum, 26(6), pp.911-922.

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Appendices
An adidas advert that has humour and creativity. It also has a catchy slogan.
An advert that describes the quality and effectiveness of an adidas product. It also has a
catchy headline.

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An advert of Adidas that has catchy images and shocking.