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Adidas originals presentation for hero products FW15

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Adidas originals presentation for hero products FW15

  1. 1. ADIDAS ORIGINALS Hero products for FW15 presentation
  2. 2. CURRENT SITUATION Strengths - Legacy & heritage - Diversified portfolio - Strong financial position - Distribution network - Branding by creating touch points with the community
  3. 3. CURRENT SITUATION Weaknesses - Premium price range - Outsourced manufacturing - Limited product line Threats - Competition - Supplier's dominance
  4. 4. CURRENT SITUATION Opportunities - Changing lifestyle - Market development - Expansion in product line - Increasing demand of premium products - Backward integration
  5. 5. COMPETITION ● Although Adidas is a global brand, it is facing fierce competition from other brands, like Nike which is the No.1 brand, with Adidas being in the 2nd Position in this premium segment. There are also other competitors, like: ● Converse - All Star ● Vans ● Regular competition from local players, substitutes and market penetrators
  6. 6. TARGET AUDIENCE Our core target is men & women, who are 16-24 years old: ● Fashion lovers ● Trend followers & setters ● Supporters of street culture ● People, who love sports, music, & values, such as being part of a crew
  7. 7. PERSONAS People who enjoy hanging out with friends & discover what’ s happening in town. Music & arts play a vital role in their lives. Travelers & social media users. They are creativity seekers & followers of street culture.
  8. 8. CREATIVE STRATEGY
  9. 9. GOAL - Re-invent originality - Create new trends - Inspire the youngsters through their communities Promote people’s individuality
  10. 10. DEFINE ORIGINALITY Lifestyle: Be yourself Do your own thing: Creativity Each action will be followed by hashtags #…
  11. 11. COMMUNICATION STRATEGY 3 pillars: •Media (mainly digital) •PR •Sales & promotion
  12. 12. COMMUNICATION CHANNELS Online Media - Social Media - beoriginal.gr - Fashion blogs - Online version of Lifo & Athens Voice - Celebrities’ personal profiles & fan pages Traditional Media - Lifo - Athens Voice
  13. 13. SOCIAL MEDIA Celebrity video with Stavento, Sinatsaki etc., talking about their definition of originality Call to action Define originality video Be creative Challenge your friends #beoriginal_challenge Video
  14. 14. SOCIAL MEDIA Fest promotion #Theoriginalfest Submit to the event (potential inbound marketing) Things to gain: ● Shoes ● Be in-store poster ● 10-15% discount up to 100 participants
  15. 15. PUBLIC RELATIONS The Original Fest. Including several activities: - Fashion show & Catwalk - Skateboarding - Graffiti & art design - Live gigs from various artists & dj’s - The Originals Exhibition The venue of the Original Fest. will be specifically configured, splitted in several corners, promoting all of the Original Series in a unique way
  16. 16. SALES & PROMOTION In-store promotion using pop material based on • The challenges • The Original Fest. • The best challengers’ posters
  17. 17. TIMETABLE Start 07/09/2015 - End of February 1 day 2 weeks 4 weeks 6 weeks 8 weeks The original Fest (5) Trent Setters Video (1) Event promo (4) Paid social media (3) Call to action video (2) Event submission (4) Challenge (2) In-store promo (6) *(1,2,3,4,5,6) In time order
  18. 18. BUDGETING Online & Traditional Media Production & Promotion 5.000 € The Original Fest. (Venue, Equipment, Printed material, Staff etc.) 30.000 € In-store pop material (10 stores) 15.000 € Total: 50.000 €
  19. 19. ADicts Zoe Gatsapostoli Dionisis Zagkas Panagiota Kavvatha Georgia Koutsoukou Sophia Lamprou Marianna Michalitsianou Christos Tsirigotis

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