Adidas's IMC: Current Audit, New Direction, and Creative Brief

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Integrated Marketing Communication
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Table of Contents
Introduction....................................................................................................................................3
Section 1- The Current IMC Audit..............................................................................................4
Integrated Market Communications promotional activities.....................................................4
Consumer Behavior in response to these promotional activities...............................................5
Section 2- Propose a New Direction- A creative Brief................................................................7
Conclusion....................................................................................................................................12
References.....................................................................................................................................13
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Introduction
The section of the report elaborates and highlights on the various promotional activities with
respect to the integrated marketing communication that can be adopted by the Adidas in order to
have proper command and supervision on all the activities. Further provided, the repro works
addresses the response of the consumers from the overall with respect to the promotion activities.
This will enable the authority concern of Adidas in making the effective and evaluative judgment
on all the work operations. The overall report provides for the proper audit of the integrated
marketing communication activities such that the company can attain a suitable position in the
market arena.
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Section 1- The Current IMC Audit
Integrated Market Communications promotional activities
Integrated marketing communication is an approach that provides a suitable framework to
interact with the consumers so as to better identify the needs and requirement leading to their
better satisfaction. As such it is requisite that the management of Adidas focuses on the series of
promotional activities such that better benefits can be grasped by them (Yeshin, 2012). Some of
the promotional activities in this aspect primarily include:
Advertising: Advertising is one of the prominent promotional activities with respect to
integrated marketing communication. Adidas, in order to attract consumers, can focus on the
concerted activity of promotion. This will assist in the company in proving and elaborating the
information to the large set of the customer from greater market arena thereby leading to the
greater profit margin in terms of their competitors Nike and Puma (Radulescu, 2012).
Sales promotion: Sales promotion is a short term approach that can be adopted by the concerned
company in order to boost the level of sales. The main advantage that can be gained by Adidas
with this promotional activity that it can be used as both media and non-media communication.
As such with the use of the tool the company can obtain quick outcomes in relation to the
working of the competitors like Nike and Puma.
Online marketing: This is one of the effective tools that support in providing information to
consumers with the use of digital technologies (Radulescu, 2012). The concerned promotional
activity has a broad scope that includes a series of marketing elements that can assist the
authorities of Adidas in gaining a suitable position and better control in the market arena.
Further provided, with the use of the concerned promotional activity Adidas can get the
advantage over the national and international market (Shameem & Gupta, 2012).
Social marketing: Social marketing is one of the most activities of the marketing promotion that
focuses on the attraction of the consumers along with the welfare of society (Yeshin, 2012).
Adidas is required to focus on the concerned tool as it will assist the company in gaining the
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attention of the new customers and retaining the previous customers leading to better command
and supervision (Wirtz, 2012).
Consumer Behavior in response to these promotional activities
The behavior of the consumer plays a dominant and crucial role in the promotional activities
related to marketing (Wirtz, 2012). However, the perception of consumers with respect to
different activities is different. As such, it becomes a matter of great concern on the part of the
authority concern of Adidas to understand the behavior of the consumer in a diverse set of the
situation.
Understanding of the behavior of the consumer with respect to the promotional activities such as
advertising, online marketing, social marketing, sales promotion, and related activities will assist
the company concern in the attainment of the series of the benefits that primarily and
predominately include:
 Supports in the better identification of their need and demands such that to satisfy them in the
best possible manner.
 Supports in the proper alignment of the factors related to demand and supply.
 Supports in the making of the suitable variations in the promotional activities as per the
information is to be provided with respect to the activities.
However, in spite of the series of the benefits understating of the behavior of the consumer is a
major challenge for the marketers of Adidas (Shameem & Gupta, 2012). The varied promotional
activities elaborated above will assist the consumers in gaining elaborated information about the
products. Further, with this, they can make a value judgment with regard to their purchase.
In this regard, it is suggested that the management of Adidas must make proper integration on
the varied promotional tools with the behavior of the consumer. For the purpose, it is requisite
that the focus is made by the authority concern on the positive and negative factors associated
with each promotional tool. This will assist in the attraction of new customers and retaining the
new set of customers (Radulescu, 2012).
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In addition, the company is required to focus on the proper audit aspects of the various activities
and the behavior of the consumer so that the authority concern of Adidas can make the value
judgment with respect to the current as well as forthcoming period. A proper audit of the
marketing promotional activities will also assist the company concern in the attainment of the
better position in terms of the competitor at the national and international level (Shameem &
Gupta, 2012).
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Section 2- Propose a New Direction- A Creative Brief
Objective- Adidas named as multiple corporations that are founded and the headquarters is in
Herzogenaurach, Germany. Adidas engage in design and manufactures shoes and various
accessories and clothing and this is the largest manufacturer of sportswear in Europe. Adidas
stand on second in the world that manufacture shoes and other accessories. The main objective of
Adidas is to become the global leader in the world in the sports goods industry. Adidas wants to
become the leading organization in sales in the category of sporting industry and to deliver
profitable market and growth in share. The company work hard to maximize the operation's
group and also increase financial performance. As in global sales, Adidas wants to become the
top retailer and to establish a third sales channel as in e-commerce. Adidas work with innovative
ideas for the brand and also to ensure that brand seizes and opportunities in categories and to
achieve sustainable growth and qualitative growth. According to global operations, Adidas is to
ensure the competitiveness in costs therefore to lower the costs to attract more customers. The
main strategy of Adidas Company to provide the industry leading by enhancing the cost-
effective supply chain and to create flexible handling of goods. It also plans to allow customers
to order the sports and accessories and clothing closer to the time of sale. Adidas build the
infrastructure in a proper manner and system for supports the group’s growth plan (Lagnese,
2017).
Target Audience- the target audience is like a specific group of people that the company wants
to reach with the marketing message. The target audience is the people who are interested in
buying the product through the company or they are united by the characteristic shown by the
company like behaviors and demographics. The more improvement in the target group enhances
the chance of understanding to reach the prospects. The target audience is decided but the
company do not target everyone but sell their products to everyone. The target market of Adidas
Company is based on the research of the audience, the people who really want to buy from
Adidas even if they are not the customers. The main target Audience for Adidas company is 13
years of young age children to 30 years old Audience who are interested in any given sports or
discipline. Adidas seeks Audience by making high-quality products in all sports this will helps to
seek an audience at its remarkable price. Most of the teenagers gone mad for the predator
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football boots that is released once in a year. Along with sports person, there are many other
Audience who does not belong to sports discipline but they shop Adidas products for their big
logo's and also the look of the shoes for fashion purpose (Jayawardhana, 2016). These type of
Audience belongs to the age between16-25.
Company/Brand Strategy- Brand strategy can be understood as a standardized long-range
activity for planning. This is organized use to fix the priorities and also focus on the resources
required and are required to attain the objectives. Adidas makes the strategy on the consideration
for consumers and the customers as to understand the needs of the customers and the consumers
and what they want actually this is the multi-brand strategy. The tactics that are used in the
strategy is the innovation of the products and other services, all areas in the Adidas have to
generate new innovation per year and provide their customers with a variety of products. Adidas
wants to make the supply chain product to stand on financial performance. The main tactics that
are used for the supply chain are to create a work environment that helps to encourage
innovation, employee engagement, team management, and strong leadership. Also improving the
infrastructure helps for faster production. Establishing a strong relationship with the retailers
which are at high peak and offers them the best. Adidas have to become the top retailer by
delivering sustainable and healthy growth which also gives a great return on the investment
(Mahdi, et. al., 2015). The next strategy that Adidas Company wants to build is to attract
consumers and convert them by building E-marketing by enhancing the capabilities. Building
brands like this are desirable for consumer's perceptions and also reduce the products supply
chain costs.
Competition/Market/Background- Adidas group comes in the second in manufacturing sports
shoes and other accessories. The Adidas company operating the marker from 80 years and
provide their customers the high quality, technically sound and also innovative products. Adidas
use a very simple strategy to operate in the market, they try to increase the features and strengths
of the products to improve the difference between their competitors and to earn the profit and
also revenues. Adidas always try to win the race with the Nike brand which is on the top and o
become the number one in the market. Nike is the main competitor of the Adidas Company in
the market. The market share of Nike Company is almost 33%. There are many other
competitors of Adidas instead of Nike which are also similar in sizes such as Nike Asics, Puma
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and new balance operating that operates in the United States and other European countries.in
Asia, the main competitor of Adidas is Li-Ning which also deals in the shoes in athletics culture
(Ayungga, 2018). These are the competitors of the Adidas who always make efforts to finish
Adidas out from the market but they are still unable to do so because of the strong market bond
and positioning strategy and the segmentation of Adidas. There is no major difference in the
prices in all brands so it is very easy for the consumers to switch to other brands. The entry in the
sports market is very easy because it helps in increase of the exposures to research and the
technology. Now it is easy to produce services and goods due to low costs due to the increase of
the suppliers in the market.
Desired position / desired response- The brand campaign "Blah-Blah-Blah", helps to create the
brand value and the positive message and asking the people to ignore the haters and tells to
remember that really matters in the First never follows strategy. Through this campaign, Adidas
successfully establish as the brand of sports and most of the people consider to be the best.
Adidas maintained the persistent historical with this growth from conception. Adidas will
continue to move forward and focused to build customer and relationship than ever before in
history. Adidas also gives efforts on social awareness for connecting with the deep and global
values that are important for all. The good thing is that all over the world sports plays an
important role in people lives. Adidas tries to push the boundaries of experiences, products, and
services that help the brand for their desire and enhance the growth of opportunities in sports and
in sports activewear. Sports are important for every culture and society and it is the core of an
individual's happiness and health (Carolino, et. al., 2018). Through sports, there is a change in
everybody's lives. Adidas wants to become the best sports company in the world, in short, the
Adidas main motive is to provide the best sports products and build, design for its customers.
Adidas wants to achieve a plan that is based on three strategic recommendation and that is open
source, cities, and speed. The open source means, how we create and cities means, where we
deliver and speed means how we deliver, these three plan helps to achieve the plan.
Media options/media strategy- Adidas trying to build the media strategy their motive is to
values ads and not by the impressions, on the audience attention and the engagement the
company delivers. The most effective way to reach their audience is by moving away from the
traditional media. The meaning of the last sentence is that Adidas is working directly with the
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publishers and also the influencers that have loyal audiences instead of proxies to reach to others.
There is an example through which the last statement get clear and that is World cup Campaigns
for the strategy change. The content for fans will be created by the most influential 56
ambassadors Adidas in Shanghai, Tokyo, Paris, New York, and Los Angeles. The ambassadors
of Adidas such as tennis player Caroline Wozniacki, record producer Pharrell Williams, and
model Karlie Kloss share the content which they developed with Adidas on their personal
channels. The spokesperson says that the campaigns have been personalized and performed by
the viewers based on the preferences and their interest (Ungerman, et. al., 2018). Other media
strategy says to invite many big celebrities in the campaign because the fans of this celebrities
want to become like their role model so if their role models come in the campaign and advertise
the product of the company and also try to wear the products than it will give the good impacts
on the Audience and more people come to buy their products. The fashion Brand like Adidas are
more and more looking at the disrupted assigned publishing models for the campaigns so if the
company have a strong following on the platform, then the company becomes more valuable at
work. Building cultural attention among people means to understand the people.
Budget/timeline/ Mandatories- there are many methods through which the campaign has run
and there are many different platforms on which campaign to run such as:
 Websites
 Newspaper and magazine
 Campaign’s video
 Reports
 Leaflets and brochures
 Poster and billboards
 Paper or email
 Campaign T-shirts
 Postcards and badges and calendars
 Action pack
 Flyers
 Car and lorry stickers
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These are some of the methods through which a campaign runs and the new communication
technologies are increasingly used and support for campaigns. These types of campaigns include
Electronic petitions, SMS, Internet or Websites, and E-mails. The marketing expenses of Adidas
Company in total including marketing investments and also the point of sale is reached to 2.732
billion Euros. The rise of these is around 300 million from the previous year. This also includes
the marketing costs of Adidas. It is about 800 million dollars has risen over the last four years in
its total marketing cost. Adidas makes higher marketing expenditures that reflects the sports
shoes and the other accessories at a high level of competition. Adidas obtain more than 2 billion
in 2017 in marketing expenses. This is occurred because of their strong and sales and the strong
focus on advertising in recent years (Perreault, et. al., 2018). The Adidas brand focus on
marketing that helps to grow its connection with the customers.
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Conclusion
The overall project concludes the need to understand the various promotional activities with
respect to integrated marketing communication. In addition, the report work concludes on the
series of the variation and views of the consumers with the different promotional tool. The report
as such concludes on the varied sets of the benefits that can be gained by Adidas. In addition, the
overall report concludes on the various recommendations and suggestions that can be adopted by
the concerned company in order to make a value judgment leading to the better position in the
national and international parameters. Here the discussion is on various categories on which
Adidas stand and compete with another world famous company in sport's shoes and other
accessories manufacturing. The main objective of the Adidas Company is to become the global
leader in the world in the sports goods industry. And also wants to maximize the group's
financial performance. The marketing investment of Adidas has reached 2.732 billion Euros. The
Adidas Company obtain more than 2 billion marketing expenses in 2017. The Adidas comes in
the second position in the world in the manufacturing of sports shoes and Nike comes on the first
number in the global market.
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