Adidas launched an integrated marketing campaign called "Impossible is Nothing" in 2004 to associate the brand with athletic performance beyond conventional limits. The campaign localized messaging for different markets. Adidas faced competition from Nike, the global market leader with 40% market share in the US. In 2003, Nike surpassed Adidas as the leader in the important soccer market in Europe. Adidas' target segment was 12-24 year olds who spent much of their time on mobile media like instant messaging, music/video downloads, and gaming. To be more effective against heavily funded competitors like Nike, Adidas adopted a "Blue Ocean Strategy" focusing on new media like mobile phones.

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.