Preview

Adidas underground report

Satisfactory Essays
Open Document
Open Document
327 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Adidas underground report
For this assignment I have chosen to identify, research and analysis a 2012 campaign for Adidas, executed by John Doe UK, a London based PR company and Adidas' in-house PR team. The campaign is called, 'Adidas Underground' and took place in London in a short time scale, just two months from July to August 2012 during the London Olympics. The campaign also ran on a relatively small budget of just £15,000 considering what it consisted of. (prweek.com)

Adidas along with Nike are the most influential sports brands in sports clothing and footwear in the UK. Topping the polls for both trust and quality shows that they inspire confidence from consumers. (mintel.com) However, in 2012 Adidas decided they wanted to make a shift from being considered a sports brand to also being considered a mainstream and lifestyle brand and to connect with this type of consumer, this became the main aim of the campaign.

To make a campaign successful and of excellence it must be planned to perfection. According to Smith's SOSTAC planning framework (HERE ENTER HARVARD REFERENCE), this must begin with a situational analysis. The organisation must first research themselves currently, where they are now in the market and who their main competitors are. They must also consider the publics perception of the brand and identify the communications needs of all the stake holders involved.

Once this information has been gathered and analysed the objectives of the campaign can be set. According to Gregory to make efficient and capable of being evaluated objectives you must make them SMART objectives, specific, measurable, achievable, relevant and timely. ( ENTER HARVARD REFERENCE) In this case I believe that this is exactly what has been done, and three smart objectives have been set.

1. To demonstrate the sport/style take on celebrating London during the London 2012 Olympic Games.

2. To transfer Adidas Originals from the sports pages to the lifestyle and mainstream media.

3. To

You May Also Find These Documents Helpful

  • Powerful Essays

    The following assignment is the second phase of a marketing plan created by the members of Team C in the MKT/421 course. The team was responsible for holding discussions on the new product created in the first phase of the marketing process, which in their case, is a new medically prescribed Nike running shoe made by a specific branch of Nike, known as Nike Adjust. The team was responsible for identifying the segmentation criteria that may affect the targeted market selection, as well as the identification of the target market.…

    • 1538 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    The following paper is the last step in the final marketing plan for Team C’s newly created product for an existing company, which in this case is Nike Corporation. The team was required to compile the last four weeks of assignments in which the team discussed the different aspects of marketing a new product. In this final phase of the five week long assignment, the team was to combine their Strategy and Positioning and Product, Pricing, and Channels papers along with their promotional strategy for the new running shoe into a single Marketing Plan.…

    • 4965 Words
    • 20 Pages
    Powerful Essays
  • Good Essays

    Mr fdgsdyusdtgfujer

    • 731 Words
    • 3 Pages

    Explain the rationale for the campaign you have just created such as why you chose that specific promotional mix, timing, cost, media mix etc and why it is expected to achieve its goals.…

    • 731 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Plan to Pizza Rush

    • 765 Words
    • 4 Pages

    Know the market situation. Research other companies; define market elasticity; know your competitors; recognize opportunities and ignored markets; etc. This is the place for you to really see where your services can be used, how you can craft your messages/strategies, and how you can gain market share with your PR efforts. Overall, this gives you a good overview of the entire “forest” so that you can better implement your campaign.…

    • 765 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Adidas is known to be one of the famous designers and manufacturers of sports clothing and accessories. They’re a multinational organization that has their branded products sold in different stores such as JD, Footlocker and Sports direct, however they also operate in stores as well as online. Adidas have gained a global awareness as a result of the quality product they sell but they’ve been successful because they have coped with changes such as completion level and other issues that have caused the downfall of some businesses in the UK and abroad. Adidas is a manufacturing business as well as a retailer; they sell their product to other…

    • 2655 Words
    • 11 Pages
    Good Essays
  • Powerful Essays

    [ 52 ]. Anonymous, “Adidas International – Every Team Needs”, 2009 at http://www.conduit.co.za/journal/films/adidas-international-every-team-needs (accessed: 5 March 2010)…

    • 6379 Words
    • 26 Pages
    Powerful Essays
  • Satisfactory Essays

    Nike vs. Adidas

    • 670 Words
    • 3 Pages

    Nike and Adidas are two of the most popular sporting attires out in the clothing and equipment market. Both Nike and Adidas offer people and athletes a broad selection of great apparel and athletic equipment. The purpose of this essay is to compare and contrast Nike and Adidas companies in terms of headquarters, market focus, sponsorships, marketing, advertising, price, product, and its production.…

    • 670 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Adidas is the second largest world seller of sport shoes, after Nike. Adidas’ advertising campaigns usually involves famous names in sport. Adidas is trying to unseat Nike from the position of industry leader by launching the new Adidas 1 which is said to be an “intelligent shoe” and by involving David Beckham, a famous football (soccer) player, in its advertisements.…

    • 270 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Nike Promotional Campaign

    • 1930 Words
    • 8 Pages

    Over the course of the last twenty to twenty five years, Nike has made a clear focus on to which it wants to market their products for, as well as to whom they want to buy the products. It is clear by not only the company’s overall reputation with marketing but also with our own extensive research that we have completed over the course of the last twelve weeks, that Nike has a target market of active individuals as well as athletes from the ages of mid-teens to mid to late thirties. Basically, the target market is made up of people that have a disposable income that they are willing to spend on products that will keep them active, but also have a certain style that comes along with them. Males and females are both equally targeted by the company. The styles have their differences, but the overall products remain the same when it comes to comfort and creativity based on what the individual consumer prefers to their personality.…

    • 1930 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    Today, sport plays one of the significant roles in everyday life of people around the world, whether for those who actively participate in it or just supporter and spectators. In most of the western countries, this past of social life is widely reported on and reflected by the mass media. Sport activity has not only become a great entertainment, occupation and lifestyle, but also a solid business as well. Adidas Corporation is one of the famous marketers of sports apparel and athletic shoes among others. The founder of Adidas, Adi Dassler through his own marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise. In order to keep with the brand image, Adidas came out with the distinctive logo and its advertising logo, “Impossible is Nothing” and being successful until today. From the marketing perspective, there are five major factors that could contribute to the success of Adidas. The five major factors are advanced technologies provided to improve on product’s quality and ability, good management team within the organization, achievement in brand values and product’s quality, several effective promoting and advertising ways and continuous research and development on customer’s needs and requirements.…

    • 1439 Words
    • 6 Pages
    Good Essays
  • Powerful Essays

    Adidas Advertising

    • 5887 Words
    • 24 Pages

    The purpose of this report is to analyse the « Adidas Impossible is nothing » campaign and demonstrate its effectiveness. Researches for this report are mainly based on secondary research via Datamonitor and Mintel.…

    • 5887 Words
    • 24 Pages
    Powerful Essays
  • Satisfactory Essays

    5 Page Essay

    • 565 Words
    • 3 Pages

    * “Adidas strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.”…

    • 565 Words
    • 3 Pages
    Satisfactory Essays
  • Best Essays

    Marketing Challenge

    • 1668 Words
    • 7 Pages

    1.1. In this essay I will examine Nike marketing strategy, from using technology and cheap Asian labour, to gaining widespread celebrity endorsement also asses their marketing activity such as SWOT and marketing mix.…

    • 1668 Words
    • 7 Pages
    Best Essays
  • Powerful Essays

    P MR Final Report

    • 4928 Words
    • 13 Pages

    Ruvolo, J. (2014). Embedded With Adidas ' Social Media Team at the World Cup in Rio. [online] Adage.com. Available at: http://adage.com/article/global-news/embedded-adidas-social-media-team-world-cup/294016/ [Accessed 23 Sep. 2014].…

    • 4928 Words
    • 13 Pages
    Powerful Essays
  • Good Essays

    adidas materiale

    • 2904 Words
    • 12 Pages

    How do companies that sell comparable products or offer similar services differentiate themselves? What makes one brand stand out from the next? We know that numerous touchpoints are critical in influencing how we perceive and experience brands. Retail store layouts and displays, websites, commercials and sponsorships all help shape our opinions.…

    • 2904 Words
    • 12 Pages
    Good Essays