A Short Term IMC Plan for Adidas

Integrated Marketing
Communication
Integrated Marketing
Communication
A Short Teem IMC Plan for Adidas

IntroductionIntroduction
• 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
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
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