Adidas Integrated Marketing Communication: A Detailed Analysis

This report provides a detailed analysis of Adidas' integrated marketing communication (IMC) strategies. It outlines the marketing communication goals, which include acquiring new customers and retaining existing ones, and establishing a strong brand image. The objectives focus on providing excellent care and support to product users and ensuring staff understanding of expected care standards. The report discusses Adidas' redesigned message key, which targets the needs of young people by offering hi-tech sports footwear and accessories. The target audience includes educated individuals around 32 years old and young, high-income sports enthusiasts. The marketing communication mix includes online and offline advertising, with a focus on developing an informative website. Strategies such as Windows Messenger game platforms, pop-up advertisements on Yahoo, and sponsorships of major leagues are also discussed. A six-month media schedule is presented, along with suggestions for campaign evaluation methods, such as tracking opened emails and click-through rates. The report concludes by referencing various sources that support the analysis.

Integrated Marketing Communication of
Adidas
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

 The marketing communication
will use various marketing
channels along with tools
together.
 It helps a business in
communicating a message to
that of the desired market
Marketing Communication

Marketing Communication Goal of
Adidas
 The goal of Adidas marketing
communication is in getting a
new customer and retaining the
old customers
 The goal of the marketing
communication is to create a
brand image in relation to the
goods

Objectives
 Providing best standard of care
along with support for the people
using the product
 For ensuring that the staff
understand regarding the
standards pertaining to the care
expected
 For ensuring that the users of the
product know about the quality
pertaining to the services

Redesigned message key
 Adidas redesigned message key focuses on the aspect of
catering to the different kinds of needs of the young people.
 The re-designed message of Adidas focuses on the aspect of
providing hi-tech sports footwear along with accessories.
 Technology is an integral part of the present age and the
products of Adidas have been re-fashioned on the basis of
evolving technology that can help in catering to the needs of the
modern consumer (Belch et al. 2014).

Target audiences
 The target audience of Adidas
marketing communication
campaign includes the educated
people and the median age of
that group is around 32 years
old.
 Potential buyers in relation to the
target market will primarily
include the young people
interested in sports from that of
the high income segment

Marketing Communication Mix
 The marketing communication
strategy is on the basis of on-line
along with off-line advertising.
 The developing of a website that
is informative is the main
communication strategy that is
taken recourse to by Adidas.
 It can help Adidas in sustaining
the brand image and provide
better service to that of the
customers

 Adidas has created its own website that helps the customers of
all kinds to know about the product, sales and new launch
pertaining to the company.
 Adidas also used the windows messenger game platform that
can help them in the promotion of sportswear items. This game
proved to be extremely effective in helping the company increase
the brand ratings with the help of the gamers

Adidas makes use of the pop-up advertisements that are found on
Yahoo that acts as an effective marketing communication strategy
for the company.
Internet marketing was used as the marketing communication
strategy that can help in attracting the youngsters who spend a lot
of time in the online medium as compared to that of watching
television.

 The sponsorship of Adidas with that of major leagues can
strengthen the reputation of the brand and make it endearing for
the customers.
 The sales promotion strategies used by Adidas can help in
augmenting sales in relation to the brand. Adidas distributes
coupons with the help of different websites that can help in
increasing the sales of the products.

6-month media schedule
 The first month will focus on the
development of a website that is
highly informative. The time to
be allotted will be one month and
the budget that will be requires
will be around $ 10, 000. It will
be able to reach a large number
of people who make use of the
medium of internet.

 The windows messenger game
platform can be used in the
second and third month and the
budget that will be required in
relation to this will be around $
10,000. The gaming platform will
help the brand in reaching the
people of the age group of 15-22.