PLANNING EFFECTIVE MARKETING

STRATEGIES FOR TARGET AUDIENCE

GROUP 4
1. GIANG KIM HAI TRIEU MBAIU14092
2. PHAM PHUONG THAO MBAIU14082
3. NGUYN NGC MAI PHNG MBAIU14077
4. NGUYN MNH C MBAIU15008
Key points of case : Analyzing how adidas planning effective
marketing campaign through:
1. 4Ps marketing mix adidas apply
2. Adidas sponsorship in marketing
3. Above the line and below the line effect in campaign
4. The effective of social media in adidas campaign take the stage
DESCRIBE THE ELEMENTS THAT MAKE
UP THE MARKETING MIX

The elements include:

the right product

sold at the right price
in the right place
Using the most suitable
form of promotion.
 PRODUCT
The first major objective of Adidas was to increase its visibility among
their target audiences by coming up with innovative products.
become the official sportswear partner of the London Games.
to target the teenagers in UK and engage them effectively
an opportunity to design new and innovative sports products
to kick-start their marketing campaign
The promotions created excitement amongst the countrys youth
and the new product designs
 PRICE
Since it was a sponsorship deal, Adidas earned exclusive licensee
rights for all branded and event branded clothing
EXAMPLE: to associate itself with all events of the games, with the
Great Britain sports team and the Para-Olympics team.
Measure the purchasing, sponsorship deal
 PLACE
London is key focus market
The London 2012 Games was the perfect opportunity to have a
global reach and engage with customers across segments
The stage was set for Adidas to showcase its innovative products to
the global audience as the sports team would wear clothing,
accessories and use sports equipment that carried the brand name,
logo etc.
 PROMOTION
There were around 50 other sponsors who would communicate their
branding messages to the world audience.
So, how did Adidas position itself to convey the right messages
through the right channels and at the right time to create
differentiation?
The answer lay in its Take the Stage campaign, an innovative
promotional activity that was used by the company to garner national
support for the countrys Olympic Team.
Through the concept of AIDA (create Awareness, generate Interest and
Desire and ensure Action amongst the consumer), Adidas indulged in
several kinds of promotions to engage with the audience.
 SPONSORSHIP
A KEY TO POWERFUL MARKETING
DEFINITION: Sponsorship is the financial or in-kind support
of an activity, used primarily to reach specified business
goals
a type of advertising where a company pays to be
associated with a specific event
participating member of community
reach specified business goals
 How to increase the effectiveness of sponsorship
programs ?

Clearly define your objectives: Determine current goals or strategies

Identify your equity opportunity: space you can actually own and

what you can achieve with it.

Audience targeted to your best prospects: business owners of mid-size

companies
 How to increase the effectiveness of sponsorship
programs ?
Your relative exposure among the sponsors: How many sponsors will

there be?

Do the other sponsors lift your profile? : company of large well known

corporations that elevate your influence

Look for ways to activate the sponsorship across all relevant channels.
 ADIDAS SPONSORSHIP
FIFA World Cup in 1978
London games 2012
* To ensure a clear association as Sportswear partner
* To engage and excite the 14-19 year old audience
* To deliver a licensed product return on investment
* To become the most talked about sports brand in 2012
 ADIDAS SPONSORSHIP IN VIETNAM

Adidas supported KOTO trainees with Adidas shoes and launched

sponsorship of helmets as a kick-off project.
Sponsoring Future Athlete Vietnam University Games

https://www.youtube.com/watch?v=hpOggvvg6Gc
 EXAMPLE OF SPONSORSHIP DEAL IN
VIETNAM: OMO
Focusing on social mission (talents, children)
Localizing a global brand to approach domestic consumers
2005:competing with TIDE
*o trng ngi sng tng lai
*Hc hi iu hay, ngi g vt bn
TTL
Above the line vs Below the line
 Above the line vs Below the line of Adidas

https://www.youtube.com/watch?v=O_sFkRkJxnM
TTL
Above the line vs Below the line of Adidas in viet nam

https://www.youtube.com/watch?v=Hr2QzOWLpX0
TTL
 Why effective marketing campaign need both
ATL and BTL?
When the ATL give consumer information about the promotions campaign and
drive consumer to the website that we can demonstrate their talents, the BTL
make sponsorship deal for make customer desire become truth

The mixing of ATL and BTL reach consumer, retailer by all channels, do not
missing any group of consumer, and make all of them link to others.

Consumer know exactly what Adidas promotion was going on? When? And
How consumer can involve?

Build not only brand awareness in customer mind but also create consumer
motivation for involve music industry or musical industry, giving undiscovered
talent the change to Take a Stage
Evaluate the effectiveness of Adidas use of social
media in its Take the Stage campaign.

ADID
AS

A marketing campaign
consist of specific
activities designed to
promote a product, service
or business.
 The effectiveness of Adidas use of social media in its
Take the Stage campaign

Utilizing the
ever growing
world of social
media

The hashtag
#takethestage
became a way
to show support
for the Team
Great Britain.
The effectiveness of Adidas use of social media in
its Take the Stage campaign

128 million
impressions
8 million views
Followers
The most
increased by
viewed video on
25% & 32%
www.bbc.co.uk.
of the sponsor
during the
traffic
Games.
 GROUP 4

Thank you for your

listening!!!