Transcript Brand in The Hand

The Brand in The Hand
Name
ID
Farah Firdaus
Md. Saikatul Islam
Rumpa Saha
Sumaiya Hossain
Takrim Mushfiq
Shafiqul Islam Sutirtha
08304039
08304057
08304108
08304066
08304070
08304074
The Brand in the hand…
• Question1:
What is Adidas’s position in the athletic
shoe market? How does the brand
seem to be doing in this market?
• One of the biggest in the world
• Started with German Soccer team during World
War II.
• Major supplier of footwear.
• Sponsor of Many big teams like in Soccer Real
Madrid, Liverpool, LA galaxy, German National
Team, French National Team etc. in Cricket as
well Australia, South Africa, England etc.
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Founded in Germany by Adolf Dassler
In 1995 became the biggest supplier of Soccer footwear.
Emphasized in the US market.
The competition was with Nike and Reebok.
Nike had the edge with most market share more than
40%.
• In 2004 adidas began “Impossible is nothing”
• Now “The Brand in the hand” emphasizes cell phones as
the most important source of marketing. As smartphones
are taking an integral part of communication and
browsing internet.
• Question 2:
What evidence does Adidas have that
suggests the importance and potential
success of digital interactive and
mobile marketing?
• Popular and easiest way.
• Coca-Cola’s campaign led adidas to move
towards mobile / internet marketing.
Question3:
What is the Brand in the Hand concept?
What does this mean to adidas and its
branding efforts?
• Brand in the hand concept means to
market a brand with the help of mobile
phones
• Introduction of 3G technology
• Easily access to customer
• Attract new customers
• Break free from the clutter
• Offer ringtones, logo and wallpaper
downloading
Question4:
What were the objectives of the Missy
Elliott(ME) campaign in United States
and why did Adidas choose to centre
the campaign based on Elliott? Do you
think this campaign will be successful
in the united states and why?
Objectives
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Show the product line.
Create consumer demand.
Drive traffic to retail outlets.
Help consumers locate the product.
Grow the existing database of Missy fans and capture
SMS data.
• Alert fans to product line activity, such as Missy press
updates and appearances.
• Enable users to download exclusive Respect M.E.
mobile content onto their handset for viral promotion.
Reason for choosing
• Phenomenon of hip-hop culture
• Missy Elliot fan following & popularity.
Question 5:
How important a role should MMC play in
Adidas’ overall brand communications strategy?
Is MMC just a novel approach to marketing
communications and a marketing fad (is it
merely communicating the same message in a
new format?), and to what extent should it play a
part of overall marketing communications
strategy at Adidas or at other firms competing in
different industries in the future?
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Customer oriented service.
Communicate on individual based
Various ways of entertaining
Live update of score
Helps to locate customer location
• Customer can view 3D images of product
• Providing discount using mobile phone
• Customer can get news of new product
faster than before
• Shopping and high quality shipping
become easier
Feel free to ask..