MKT201 - Adidas Integrated Marketing Communications Program Plan

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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.
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Integrated Marketing
Communication
A Short Teem IMC Plan for Adidas
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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)
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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)
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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
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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)
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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)
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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)
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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)
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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
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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….
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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)
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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)
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