Adidas Advertising

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  • Topic: TEN Sports, Adidas, Market share
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  • Published : March 5, 2012
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Evaluation of an advertisement campaign

ADIDAS
“IMPOSSIBLE IS NOTHING”

José Pedro Aninat Galmez
MKT251.2_S2 - Advertising and Media in the Marketing Environment Table of contents…………………………………………………………………………………Page 2
1. Executive summary………………………….……………………………………………...Page 3 2. Introduction………………………………………………………………………………….....Page 4 3. Situational analysis
3.1. PESTEL analysis…………………………………………..……………………....Page 5 3.2. Market analysis – 5 strengths Porter…………………………………..Page 5 3.3. Consumers trends analysis.………………………………………..………..Page 6 3.4. Competitor analysis

3.4.1. Direct competitor...………………………………………………….Page 6
3.4.2. Indirect competitor..……………………………………………….Page 7 3.5. SWOT analysis..……………………………………………………………………Page 7 4. Advertising Objectives
4.1. Segmentation.…..……………………………………….……………….……….Page 8
4.2. Targeting…..………………………………………………………………………..Page 8
4.3. Positioning...……………………………………………………………………….Page 8 5. Creative strategy
5.1. Message and Execution……...…………………………………………......…Page 9 6. Media Strategy..….……………………..……………………………………….................Page 10 7. Effectiveness of the Campaign…………………………………………...….....Pages 11-12 8. Conclusion and recommendations …………………………………….................Page 13 9. References...…………………………………………………………………........................Page 14 10. Appendices…………………………………………………………..………………...Pages 15-21

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1. Executive summary
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. The report shows what Adidas had made with this campaign and how they had improved their market share with this slogan. Adidas wanted to extend their philosophy of forever sport to a personal level by encouraging everyone to overcome their personal challenges that seem impossible. The results of the campaign show that the ad was and is very good and in the last pages of the report we can see the effectiveness of the campaign in figures.

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2. Introduction
The purpose of this report is to analyse the effectiveness of the “Adidas Impossible is nothing” campaign. Adidas is second sportswear seller in the world just behind Nike. Its ambition is to maintain its top-brand status in the market and clearly distinguish itself from a competition that offer the same product but at lower prices. Nowadays, its competitive strength is represented through use of innovative below-the line marketing associating the brand with extreme sports and a young lifestyle. Before analysing the campaign’s effectiveness, the situational analysis will help us to understand in which environment Adidas grows, but also thanks to a SWOT analysis we will define what are the threats the brand must face to and what are the opportunities for Adidas to get a higher penetration in this mature market. Then, the S-T-P model will be used in order to define the target audience. The advertising objectives will also be demonstrated according to the situational analysis. We will then analyze the message. Before concluding with some recommendations, the effectiveness of the media used will be analyzed. And finally in the final part of the report we can see the effectiveness of the campaign in Europe.

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3. Situational analysis
3.1. PESTEL analysis
Below is a summary of the PESTEL analysis, see appendix 1 for further information. Political /Legal
Adidas need to be aware of the political state of the UK, the same for the all other countries where they have bases. As if the government is unstable, or there are any controversial policies, they may have a bad affect on Adidas. Adidas need to...
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