Adidas Integrated Marketing Communications: A Detailed Report

This report discusses Adidas's marketing communication goals, focusing on acquiring new customers and retaining existing ones by creating a strong brand image. The redesigned message emphasizes catering to the diverse needs of young people with hi-tech sports footwear and accessories. The target audience includes educated individuals around 32 years old and young, high-income sports enthusiasts. Adidas employs a marketing communication mix of online and offline advertising, including an informative website, Windows Messenger game platform promotions, pop-up ads on Yahoo, and sponsorships of major leagues. A six-month media schedule allocates budget and time to website development, gaming platform engagement, pop-up advertisements, and sales promotion strategies. The success of the marketing communication campaign can be evaluated through metrics such as email open rates and click-through rates on promotional advertisements, along with the use of a metrics dashboard.

Running head: INTEGRATED MARKETING COMMUNICATIONS OF ADIDAS
Integrated Marketing Communication of Adidas
Name of the student
Name of the University
Author note

1INTEGRATED MARKETING COMMUNICATIONS OF ADIDAS
Executive Summary
The primary purpose of this report is to discuss about the marketing communication goal of
Adidas. It states about the redesigned message and talks about the target market pertaining to
the marketing communications strategy. It elaborates on the marketing communication mix of
the company and about the six month media schedule in relation to Adidas. It talks about
three evaluation methods that can help in asserting the success of the marketing
communications campaign.

2INTEGRATED MARKETING COMMUNICATIONS OF ADIDAS
Part I:
Marketing Communication Goals and Objectives
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 (Adidas.com.au 2018).
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 (Bhupathi 2016). 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 (Armstrong et al. 2015).

3INTEGRATED MARKETING COMMUNICATIONS OF ADIDAS
Part II:
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 (Saenko et al. 2016). 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 (Ots
and Nyilasy 2015). 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 (Šerić, Gil-Saura and Ruiz-
Molina 2014). 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

4INTEGRATED MARKETING COMMUNICATIONS OF ADIDAS
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. Pop-up
Advertisements will be displayed on Yahoo in the fourth month that can help in attracting the
attention of the consumers (Keller 2016). These advertisements will target the internet savvy
and people who use for getting valuable information. The sales promotion strategies will be
used by Adidas in the fifth month and the budget allotted will be around $ 10,000. The youth
belonging to the age group of 15-20 will be drawn by this communication strategy. The sixth
month will focus on the aspect of distribution of coupons by taking recourse to different
websites (Belch et al. 2014). The budget allotted for this will be around $ 10,000. It can help
in reaching the young target audience.
Part III:
Suggestion of three campaign evaluation methods
The marketing campaign can be evaluated on the basis of the number pertaining to the
mails that are opened by that of the recipient. The success of the communication campaign of
Adidas can be measured by taking note of the number pertaining to the customers that have
clicked on the promotional advertisement (Saenko et al. 2016). These are the two metrics that
can help in gauging the effectiveness in relation to the marketing campaign of Adidas. The
metrics dashboard is also made use of by Adidas that can help in the evaluation of Adidas in
a manner that is very easy to understand.

5INTEGRATED MARKETING COMMUNICATIONS OF ADIDAS
References:
Adidas.com.au (2018). [online] Available at: https://www.adidas.com.au/ [Accessed 9 Jun.
2018].
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