Integrated Marketing Communications Assignment - Adidas

Integrated Marketing Communications Assignment - adidas

Overview

Adidas Group is a German publicly traded company that manufactures and distributes sporting apparel, shoes and equipment to the public. Adidas is the largest manufacturer of sporting apparel in Europe, and is the second largest manufacturer in the world, behind its greatest competitor, Nike. One of the reasons Adidas is such a reputable brand in the industry is due to a well established brand name, and also Adidas' commitment to consumers. This is highlighted in their corporate mission statement, as the company states that it is "very consumer focused" and strived to keep consumers happy through continual product enhancements with regards to "quality, look, feel and the image of the products". Under the Adidas name, many products are manufactured and distributed, under three different categories and logos:

* Adidas Performance

* Adidas Originals

* Adidas Style

All three of which still contain the signature three stripes incorporated into the logos to signify the Adidas brand.

Each of these three Adidas brands covers a different targeted segment of the market that the Adidas Group is operating in. It appears that the Adidas Group is targeting both male and female consumers who passionate and focused on living an active lifestyle. Although predominately targeted at a youthful demographic, Adidas Performance is focused on delivering excellent quality sporting apparel and products to all sporting enthusiasts, regardless of their age. Adidas has the ability to appeal to both a young and older demographic, as the Adidas brand name has been in existence for quite some time (registered company since 1949), and it is the brand reputation and recognition that has given Adidas the ability to appeal to both young and older consumers.

Adidas Style, is a youthful approach to apparel that is taking a nod towards high end fashion, with modern tailoring and a youthful advertising campaign. It is fairly obvious that the Adidas Style products are targeted at a young consumer market with in active interest in style and are fashion conscious and like modern, up to the minute trends.

Adidas Originals has a focus on consumers as individuals, some who are not interested in the Adidas label for the sporting apparel, but for the individualistic style of the Originals range, such as the Originals denim collection, as well as the tracksuits that Adidas Originals is renowned for. Adidas Originals collections are also designed to appeal to a younger demographic, through Adidas' collaboration with American fashion designer Jeremy Scott to create a fun, funky style that is easily transferrable to everyday clothing, and also allows consumers to show off their unique and individual fashion sense and flair.

Focal Point - Adidas Products and Branding

Adidas is renowned for its high quality, aesthetically pleasing sporting apparel, which makes it no surprise that the target market for Adidas products are predominately a youthful demographic, aged between 17 and 35, both male and female, style-conscious consumers, and perhaps to be described as those individuals who have a passionate and focused interest in an active lifestyle. Adidas is no longer just focused on providing apparel of those who play sport and partake in fitness activities, but now also focuses on providing smart casual wear to the targeted market.

The aim is to analyse the Integrated Marketing Communications program for the Adidas products, and understand how they combine a number of factors in their marketing communications, such as print media advertising, word of mouth, events and sponsorship, broadcast media, sales promotion, interactive/internet marketing and personal selling and direct marketing to attain the greatest amount of impact for their products, and perhaps also include other elements to create an even greater impact for their targeted consumer market.

Print Media Advertising

Print media advertising is historically significant for a brand like Adidas, as it has the potential to reach a large number of consumers. This can only be successful if it is done correctly, so that it has the most impact and penetrates to a large number of targeted consumers.

When selecting to advertise through print media, it is important to assess whether it is an effective means of reaching your target market. With regards to Adidas products, it appears that newspaper advertising would not be an optimal form of print media advertising, as, considering the age of the targeted demographic, newspaper sales are not excessive among the target market, therefore it is not beneficial to