1. Marketing Plan Proposal

2. Objectives

3. Business Objective
Increase sale out via direct adidas stores by 2000 pairs of sneakers per
month, at least 20% of transactions happen online.
Marketing Objective
Increase brand presence on online: achieve a total of 1000 Facebook
shares of branded posts by the end of the program. Increase website visit by
100,000 by the end of the program.
Communication Objective
Position adidas NEO as a favorite brand among passion, technology, and
energy, which is recommended to friends.

4. Target
Consumers

5. General Profile
Geography: Ho Chi Minh City and Hanoi
Age: 15 to 22 years old (students and first jobbers)
Gender: both male and female
Mobile driven: have at least one smartphone
Fashion, social sports, entertainment, fun, full of energy

6. • Being high school students.
• Being in puberty, unstable emotions.
• Bearing pressure to study well from parents, to feel
belong, do define a style for themselves.
• Having fix timetable.
• Having little or no time for personal recreation.
• Being college students.
• More mature, starting to have first job.
• Study is no longer top priority, focus more on
getting real life experience.
• Flexible timetable.
• More time for recreation.
15

18
19

22

7. Consumer Insights
Source: Vietnamese Young People Trend, Slideshare, January 2015
Trends Possible Insights
Individualism & Self-expression
“I don’t have enough courage to be the person I am,
because of fear of social objection.”
“I want to express my unique personality, but I don’t know
the way how.”
Globalization “I want to approach and learn from new culture and tech.”
Risk-taking over security “Life is short, and I want to live it to the fullest.”
Fight for rights “I hate life inequality, and I will stand up for the right.”
Aspiration for achievements
“I want to show people that I gain financial and social
achievements.”
“I strive for success, but get confused about how to achieve
it.”

8. Big Idea
Key Message
Brand Role
Companion
Each color tells a different story
Pick your color

9. BRAND STORY
Each color of NEO represents a person with unique
characteristics. NEO understands what makes you
special and will help you in finding your color – your style.

10. TERRITORY
Fashion styles: styles that can be mixed with sneakers.
Life styles: energetic life full of creative endeavors.
Modern hobbies: stylish hobbies among target consumers.
Inspiration
Entertainment
MOOD
bold happy
positive friendly
TONE
activeyouthful
grammatical
non-teen-code
initiative
energetic
THEME

11. CONTENT PILLARS
Age Group Individualism Globalization
Risk
Taking
Fight for
Rights
Aspiration for
Achievements
General x x x x x
15-18 x x
19-22 x x x x

12. INDIVIDUALISM & SELF EXPRESSION
Funny comics of each color of NEO: introduce each NEO character.
Short, Zen-quiz like quiz to help young people define their personality
based on their color.
Blog articles on fashion, life styles, creative hobbies.
Sponsor for beauty contest in high schools and colleges

13. GLOBALIZATION & RISK TAKING: TRAVEL
Comics: adidas NEO’s backpacking diary.
Weekly contest for young people to share their vacation stories.
Winners to be having their stories featured on adidas NEO comics.
Blog articles on travel tips.

14. FIGHT FOR RIGHTS
Comics: adidas NEO on LGBT, freedom of speech (real time content)
Sponsor for voluntary activities at high schools and colleges

15. Promotion Channel
adidas FB
Fanpage
FB Fanpage of
Celebs and KOLs
Online News
Channels
Instagram
adidas VN
website
adidas NEO
shoe collections
adidas NEO
shoe collection
adidas NEO shoe
collection & price &
shop now button
Celeb wearing
NEO photo
Celeb wearing NEO
photo
Blog on style: tips
for mix-match,
photography

16. Promotion Channel
Adidas VN Facebook fanpage: post album (Adidas NEO shoes collection, useful tips for
photographing and video, posts call for contest, Photo album of celebrities at Christmas with
Adidas NEO shoes)
Fanpages of Dong Nhi, Ong Cao Thang, Pho, Ngoc Thao (show their photos and videos with the
contest concept, posts call for contest, Photo album of celebrities at Christmas with Adidas NEO
shoes)
Online news channel: Yan News, Zing news, Kenh 14 (Pr articles, post about contest, Photo
album of celebrities at Christmas with Adidas NEO shoes)
Instagram (Adidas NEO shoes collection, posts call for contest, Photo album of celebrities at
Christmas with Adidas NEO shoes)

17. Consumer Insights
Source: Vietnamese Young People Trend, Slideshare, January 2015

18. Content Pillar

19. Thank you for listening