Second phase of project for my IMC class

1. Adidas Basketball Strategy Phase Christina Chu Ashok Damani John Mills Derek Osgood Vince Robbins

2. Segmentation

3. Segmentation based on benefits sought

4. CampaignThemes

5. Technology—Hype over performance

6. Quality and Durability

7. Brand Familiarity

8. NBA Superstar Endorsements

9. Attractive Style Segment Pitch

10. IMC Sales Objective

11. IMC Objectives – Past Results

12. IMC Objective

13. IMC Techniques

14. IMC Techniques: Advertising

15. IMC Techniques: Interactive Website Contests Photo: show us how durable your Adidas shoes are Choose your favorite commercial Boards/forums Comment on the shoes and give feedback Talk about basketball NBA superstar’s blog More product information Design choices Training moves from celebrity players Videos Past commercials Update your own cool moves Sign up for updates Ability to target, experiment/adjust, and receive feedback/adjust Control More cost-effective than pricey commercials

16. IMC Techniques: Direct Marketing

17. IMC Techniques: Public Relations 1. College Tour Campus bus 2. Adidas-sponsored basketball tournament a. Try on shoes b. Give feedback online c. Celebrity appearance and prize Get press Credibility Ability to target Ability to experiment/adjust

18. Questions?