MKT201 - Adidas Integrated Marketing Communications Program Plan

This document presents an integrated marketing communication (IMC) plan for Adidas, outlining marketing communication goals and objectives, a redesigned message, and key target audiences. It details the choice of marketing communication mix, including television advertising, print media, public relations, sponsorships, and social media. A six-month media schedule is provided, specifying the medium, reach, time, frequency, continuity, and budget. The plan also suggests three campaign evaluation methods: market surveys, measuring the increase in sales, and monitoring pre- and post-traffic in retail stores and websites. The plan emphasizes the importance of a dedicated integrated marketing campaign to create a lasting impression on customers, improve brand awareness, and target various audiences through a well-structured marketing 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.