Case Analysis Prepared by an Alumnus of IIM Calcutta.

1. Adidas Case Presentation
By Shyam Sundar Gour
Indian Institute of Management (IIM Calcutta)
Speak: +919351961181

2. Introduction
Adidas Group: Founded in Germany in 1920
-Major International Exposure in 1974,
-Concentrated focus on Marketing in 1990, Outsourced Production
-1995 Turned Public company, secured position as leading soccer
footwear supplier globally
-1998 made inroads to US by sponsoring basketball
-2004 launched “Impossible in Nothing” IMC Campaign.
IMC Objective: associate the brand with ability of individuals to go
beyond the conventional limit of athletic performance.
-Regional offices localized the campaign to suit the national
markets.

3. “Brand in Hand Concept and Adidas”
Situation Analysis
Competition: Nike was global leader, 40% MS in US, 16% MS was of Adidas and Reebok
-Nike was leader in Basketball segment (60% MS)
-In 2003 Nike edged out Adidas from leadership position in Soccer Market in Europe, which was
stronghold of Adidas.
Customers
Core Target Segment: 12-24 Year Old,
Consumer Behaviour: Devoted Most the time to Instant Messengers, Downloading Music and Videoes,
Chatting with friends vie eMails., Gaming was the major interest area, -Incrased spending on mobile
media by young users.
IMC Scenario:
--Nike was spending more on advertising. ,Hence Adidas needed to be more effective, focused.
-Traditional Media became Cluttered.
Big Idea
-Adopting the “Blue Ocean Strategy” in terms of MMC against the heavily funded competitors.
-Inspired by Coca-Cola Campaign?

4. Overall Brand Communication Plan
Media Objective: Personalized, Economical, Transactional Experience , on time content delivery, tagetted
customers
Media Strategy:-Brand New Strategy, based around mobile phones. TV was primary medium but gradually
moving away from Print to Online and Mobile Advertising, Long term Strategy: Creating Virtual Adidas world.
IMC Plan:
Steps: Impact-Involvement-Activation
-Embedding Adidas into MTV Programmes and than facilating conversations on Mobile
-Also sponsored the UEFA Championship
The Missy Elliot Campaign
-Buzz Marketing
MMC
MMC Strategy: To attract users through compelling content, User had to request for content.
-Three segment of Content-Free-Wallpapers,
Cost Plus-ringtones and
Fee based-Interview with a sports celebrity.
-Created a arcade soccer game
-Future Plans-Photoes and Videoes
MMC Budgeting-15-25% Of whole marketing budget on New Media

5. Mobile Marketing of Sabyasachi
Analysis of Target Audience:
-His collection is for people who prefer to walk a path less traveled
-Need for Uniqueness
-Niche Segment
-Typical Demographics: Females, Millionaires, Well Educated, Trend Setters.
Most likely Communication Response Process: As per ELM Theory-Central
Route as its customers are highly involved.
Brand Purpose: Personalized imperfection of the human hand,
-an International styling with an Indian soul.
Mobile Marketing: Yes, Most Relevant, The clients seek personalized
attention.

6. MMC for B2B Organization
MMC- Health and Wealth Monitoring App?

7. Thanks.