A Short Term IMC Plan for Adidas

This presentation discusses how an integrated marketing communication plan can help Adidas in achieving its marketing goals. It covers the marketing communication goals and objectives, target audience, media mix schedule, and campaign evaluation methods. The presentation also includes a redesigned message key for Adidas's promotional campaign.

Integrated Marketing
Communication
A Short Teem IMC Plan for Adidas

Introduction
• Integrated marketing communication is a
marketing tool through which all the
promotional activities of a company are linked
together to achieve common marketing goals
and objectives (Blakeman, 2014)
• Adidas is a German multinational which
produces sportswear like shoes, sports apparel
and sports accessories (Adidas, 2018)
• An IMC plan can help Adidas in synchronising
all its promotional activities to achieve its
strategic marketing goals(Belch, 2011)

Part-1: Marketing Communication Goals
and Objectives
Following are a set of IMC goals and objectives set
for Adidas
• Use of extensive television and print advertising,
social media engagement and sponsorship of a major
event to increase brand awareness (Walker, 2015)
• Use of more persuasive advertisement by including
product features so that sales can be increased by 5
% with in six months
• To use various promotional tools like advertising,
sponsorship, social media to remind and persuade
current customers to repurchase (Percy, 2014)

Part-1: Marketing Communication Goals
and Objectives
• To increase customer interaction and online
discussion about the brand through social
media engagements.
• To enhance overall customer understanding
of what the brand has to offer through various
media mixes
• To improve traffic and footfalls in the retail
outlasts as well as on the website

Part 1: Redesigned Message Key
Following are the major messages which
should be included in Adidas’s promotional
campaign
• The promotional campaign should contain a
clear message of ‘comfort with fashion’ for sports
lovers
• It should contain a clear impression about the
originality and quality of the products
• It should create an image that Adidas products
are for those who need the feel of power, fashion
and comfort
• It should contain the message that Adidas is a
Primmum high end brand (Kemme, 2018)

Part 1 : Target Audience
• Adidas manufactures sportswear; hence, its
main target audience should comprise of
people engaged in any kind of sport.
• Another target market for Adidas is health
and fitness conscious people who like to run,
jog and do exercises to stay fit.
• People with sports lifestyle are also a target
market.
• Age group target for the company would be
from 15 to 65 year old fitness conscious
people (Springer, 2009)

Part 1 :Target Audience
• Young, educated professionals and women
who appreciate fashionable and trendy
sportswear are also a target market
• Adidas manufactures high end high quality
products; therefore, major part of target
audience would comprise of upper middle
and higher income group people who can
afford or aspire to have fashionable, powerful
and quality sportswear (Adidas, 2015)

Part-2 Marketing Communication Mix
Choices
Communication mix options for Adidas
• Television Advertising: Through this
promotional tool Adidas can improve brand recall
(Jaworski, 2018)
• Advertisement in Sports and youth magazine-
this will help in reminding and persuading the
young, health conscious and sports loving people
• Public Relations- Adidas should send mails,
newsletter and messages to current and potential
customers to build relationship and Inform them
about upcoming events and product offers
(Walker, 2015)

Part-2 Marketing Communication Mix
Choices
• Sponsorships- Sponsoring a sports event will
help to enhance the company’s image as a
premium sporting brand. It will also attract
fashion conscious sports loving people,
Sponsorship will also help giving huge publicity
to the company.
• Social media- The company should engage in
dialogue and discussion with people on social
media to generate feedback and reviews. This
will help in increasing customer participation
and customer engagement

Part 2 :Media Mix Schedule
Media
Selected
Choice of
medium
Reach Time and
Frequency
Continuity Budget
In
Australia
n Dollars
Television
Advertisem
ent
3 major
entertainment,
news and
sports
channels
Countrywide Five times a
day daring
prime time for
next 6 months
Daily for 6
months
$100,000
Print media Full page
coloured ad in
2 major Sports
and youth
magazines
Countrywide Monthly for
next 6 months
Repeated
every month
$70,000
Public
relations
Newsletters
and mails
about products
to be sent to
consumers
Countrywide Weekly Continuous
for six
months
$20,000
Cont….

Part 2: Media Mix Schedule
Media
Selected
Choice of
medium
Reach Time and
Frequency
Continuity Budget In
Australian
Dollars
Sponsorship
s
Sponsoring
one national
sports event
Countrywide Once in six
months
Once $200000
Social media Twitter
centric
customer
engagement
Countrywide Every day Continuous $50000
Table::1 Made by Author (2018) Adapted from (Belch, 2011)

Part 3: Campaign Evaluation Methods
Marketing campaign success can be
measured through following methods
1. Market Survey
• A market servey can help in recognising the
level of increase in brand awareness ,
customer attitude and response (Belch, 2011)
• Market survey can be conducted by taking a
sample of customers and administering a
questionnaire to them with questions about
the marketing campaign and their knowledge
about it (Belch, 2011)

Part3: Campaign Evaluation Methods
2. Measuring Increase in sales-
• At the end of six months Adidas should
measure the amount of sales volume and the
among by which the sales has increased
(Belch, 2011)
• This will help in measuring increase in
percentage sales due to IMC.
• Increase in sales was one of the goals set for
IMC. Hence this measurement will ascertain
whether that goal has been met (Belch, 2011)
• .

Part3: Campaign Evaluation Methods
3. Monitoring pre and post traffic in retail
stores and website
• By monitoring the number of people entering
the stores or website during campaign time will
help Adidas in analysing the impact of the
marketing campaign in creating curiosity and
impression
• This will help in analysing the customer base
and assess the needs of potential customers
This will also help in designing future
marketing campaigns (Blakeman, 2014)

Conclusion
• Dedicated integrated marketing campaign will
help Adidas in creating lasting impression on
its customers.
• IMC will help in improving brand awareness
• Having various types of media in the
communication mix will help in targeting
various target audiences.
• Making a proper plan schedule will help in
structured marketing campaign
• Marketing campaign needs to be evaluated
for effectiveness through market survey ,
sales figures and traffic in store and website

References
• Adidas Australia, 2017. About us. [Online]
Available at: https://www.adidas.com.au/
[Accessed 12 March 2017].
• Adidas, 2015. global brands route 2015 - adidas Group. [Online]
Available at:
http://www.adidas-group.com/media/filer_public/e2/d7/e2d789a1-2e16-
4a4c-97fc-e8d7c18fef2f/investor_day_es_global_brands_final.pdf
[Accessed 22 May 2018].
• Adidas, 2018. About Us. [Online]
Available at: https://www.adidas-group.com
[Accessed 25 May 2018].
• Belch, G., 2011. Advertising and Promotion: An Integrated Marketing
Communications Perspective. Chicago: McGraw-Hill .
• Blakeman, R., 2014. Integrated Marketing Communication: Creative
Strategy from Idea to Implementation. Plymoth: Rowman & Littlefield.
• Jaworski, B., 2018. Commentary: Advancing marketing strategy in the
marketing discipline and beyond. 34(1), pp. 63-70.

References
• Kemme, V., 2018. Strategic Integrated Marketing
Communication: Critical Evaluation of Current Integrated
Marketing Communications Practice at the example of
Lufthansa. Munich: GRIN Verlag.
• Percy, L., 2014. Strategic Integrated Marketing Communication:
Theory and Practice. New Jersy: Routledge.
• Springer, P., 2009. Ads to Icons: How Advertising Succeeds in a
Multimedia Ag. London: Kogan Page Publishers.
• Walker, O., 2015. Marketing Strategy: A Decision-Based
Approach. Sydney: McGraw-Hill Australia.
• Yeshin, T., 2012. Integrated Marketing Communications. New
York: Routledge.