O.C. Ferrell Chapter 19 Case 19 - Mobile Marketing at Adidas - Swot and 5 P's

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  • Topic: Advertising, Missy Elliott, Viral marketing
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Case 19Mobile Marketing at Adidas

Analysis

Internal Strengths
Huge advertising budget ($900 million dollars in 04)
Sponsorships/cobranding with some of the biggest athletes (Beckham, Kobe, etc.) •Established brand name: Historically largest share of soccer market in Europe (until 03) •Hiring Nick Drake brought insider’s view of mobile technology and market

Internal Weaknesses
“Second place” to Nike
No longer the European premier soccer brand
Smaller marketing budget than Nike
Placed sponsorships with risky celebs “Kobe – sex scandal, Beckham – injuries, Missy Elliot – ?)

External Opportunities
Increasing spending power of 12-24 year olds
Rise of soccer’s popularity in US
Growth of overall mobile market
Mobile market relatively untapped in US

External Threats
Nike
Other mobile media “applets”
Other advertisers in print (hence, their need to break the clutter) •Other billboard advertisers (again, need to break clutter)

Target Market
Basketball, baseball fans in US and Hockey fans in Canada •Hip Hop market in US

Positioning
Seen as a fashion statement in hip hop market
To be a leading resource in mobile entertainment

Price
$70-120 for Run DMC Style to Missy Elliot Boots
Similar to Nike, possibly cheaper

Product
Mobile downloads, backgrounds, etc.
Sporting apparel including shoes, clothing, etc.
Hip hop fashion apparel
Place
Global (sponsorship of World Cup)
National (Japanese advertisement, Greece upset victory)
Regional (Road to Lisbon, sponsorship of regional major league teams)

Promotion
Reach to Hip Hop market through song lyrics
Guerrilla marketing through campaigns in Japan
Viral marketing through Impossible is Nothing campaign
Reach to mobile youth market as young as 12
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