Adidas originals Παρουσίαση Ιδεών Φθινόπωρο- Χειμώνας 2015-2016
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This document outlines Adidas's marketing strategy for its Fall/Winter 2015 "Hero products" line. It analyzes Adidas's strengths and weaknesses compared to competitors like Nike. The strategy aims to redefine originality and creativity for its 16-24 year old target audience through digital media, PR, and an "Original Fest" event. Celebrities will define originality on social media with the #beoriginal hashtag to promote the event and in-store challenges. The total budget is 50,000 euros.
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Competitive AnalysisCompany HighlightsDirect C.docx
Competitive Analysis
Company Highlights
Direct Competitors:
Company Highlights
Lovers and Friends
Raissa Gerona, and Mitch
Moseley launched the fashion
brand, Lovers and Friends, in
2010. Since then, the brand
has become a blogger
favorite. The brand prides itself
in its origins, and strives to
create content and product
that reflect it.
Competitive Advantage:
Lovers and Friends’
competitive advantage is
attached to the fact that they
are very much connected to
their L.A. origins. This pride,
which reflects in their brands’
image as a whole, has allowed
them to attract and develop
an L.A.-loving cult that is
devoted to sporting their
goods.
Shrimps
Shrimps is a fashion label
created by London-based
designer, Hannah Weiland. It
was launched in 2013, and has
grown immensely since then.
Originally gaining widespread
recognition as a result of the
faux fur coat, the label has
now also become
distinguished for its
accessories.
Competitive Advantage:
Shrimps’ competitive
advantage is the fact that it
has become known for leading
the conversation on
cruelty-free fashion. As a
result of this, they have gained
a niche and special market
that only they can cater to.
Indirect Competitors:
Company Highlights
Nasty Gal
Nasty Gal was founded in
2006 by Sophia Amoruso in
San Francisco, California. It is
an L.A. based brand that
began by selling vintage
pieces on Ebay, and thirteen
years later has grown into an
appealing fashion brand
directed at young adults; it
now sells clothing, shoes, and
accessories under its own
label.
Competitive Advantage:
Nasty Gal’s competitive
advantage lies in the fact that
it was founded by a person
whose story has inspired its
customers, and which has
created a loyal and special
following for the brand.
Asos
Asos is a British online fashion
retailer. The company was
founded in June of 2000, and
is directed at young adult
consumers. The brand sells its
own line of goods, and also
carries other brands.
Competitive Advantage:
Asos has a competitive
advantage in that it provides
the customer with various
options in regards to brands
and styles. Not only that, but
the brand is inclusive of all
shapes and sizes, and makes it
evident through their website
and content.
Market Information
Shrimps
Target Market:
★ Ages 25-45
★ Includes various ethnicities
★ Mature female professionals
★ Income: $90,000-$120,000
★ Location: City
★ Lead a sophisticated, luxurious lifestyle
★ Aware of the impact of their purchases
Direct Competitors:
Market Information
Market Share:
Since its emergence in 2013, it is evident that Shrimps has gained
immense market share, and continues to do so. This is evident
through the brand’s faux fur specialty, which has created a unique
set of customers for the brand that only they appeal to.
Marketing Strategy:
As for their marketing strategy, like other newer brands, it seems t.
Competitive AnalysisCompany HighlightsDirect C.docx
Competitive Analysis
Company Highlights
Direct Competitors:
Company Highlights
Lovers and Friends
Raissa Gerona, and Mitch
Moseley launched the fashion
brand, Lovers and Friends, in
2010. Since then, the brand
has become a blogger
favorite. The brand prides itself
in its origins, and strives to
create content and product
that reflect it.
Competitive Advantage:
Lovers and Friends’
competitive advantage is
attached to the fact that they
are very much connected to
their L.A. origins. This pride,
which reflects in their brands’
image as a whole, has allowed
them to attract and develop
an L.A.-loving cult that is
devoted to sporting their
goods.
Shrimps
Shrimps is a fashion label
created by London-based
designer, Hannah Weiland. It
was launched in 2013, and has
grown immensely since then.
Originally gaining widespread
recognition as a result of the
faux fur coat, the label has
now also become
distinguished for its
accessories.
Competitive Advantage:
Shrimps’ competitive
advantage is the fact that it
has become known for leading
the conversation on
cruelty-free fashion. As a
result of this, they have gained
a niche and special market
that only they can cater to.
Indirect Competitors:
Company Highlights
Nasty Gal
Nasty Gal was founded in
2006 by Sophia Amoruso in
San Francisco, California. It is
an L.A. based brand that
began by selling vintage
pieces on Ebay, and thirteen
years later has grown into an
appealing fashion brand
directed at young adults; it
now sells clothing, shoes, and
accessories under its own
label.
Competitive Advantage:
Nasty Gal’s competitive
advantage lies in the fact that
it was founded by a person
whose story has inspired its
customers, and which has
created a loyal and special
following for the brand.
Asos
Asos is a British online fashion
retailer. The company was
founded in June of 2000, and
is directed at young adult
consumers. The brand sells its
own line of goods, and also
carries other brands.
Competitive Advantage:
Asos has a competitive
advantage in that it provides
the customer with various
options in regards to brands
and styles. Not only that, but
the brand is inclusive of all
shapes and sizes, and makes it
evident through their website
and content.
Market Information
Shrimps
Target Market:
★ Ages 25-45
★ Includes various ethnicities
★ Mature female professionals
★ Income: $90,000-$120,000
★ Location: City
★ Lead a sophisticated, luxurious lifestyle
★ Aware of the impact of their purchases
Direct Competitors:
Market Information
Market Share:
Since its emergence in 2013, it is evident that Shrimps has gained
immense market share, and continues to do so. This is evident
through the brand’s faux fur specialty, which has created a unique
set of customers for the brand that only they appeal to.
Marketing Strategy:
As for their marketing strategy, like other newer brands, it seems t ...
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Johnnie Walker Brand Audit
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Sponsorship Deck
Created for a client looking to achieve a modern company overview while simultaneously offer a summary of upcoming events including sponsorship opportunities.
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Competitive AnalysisCompany HighlightsDirect C.docx
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Competitive AnalysisCompany HighlightsDirect C.docx
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- 3. CURRENT SITUATION Weaknesses - Premium price range - Outsourced manufacturing - Limited product line Threats - Competition - Supplier's dominance
- 4. CURRENT SITUATION Opportunities - Changing lifestyle - Market development - Expansion in product line - Increasing demand of premium products - Backward integration
- 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. 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. 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.
- 9. GOAL - Re-invent originality - Create new trends - Inspire the youngsters through their communities Promote people’s individuality
- 10. DEFINE ORIGINALITY Lifestyle: Be yourself Do your own thing: Creativity Each action will be followed by hashtags #…
- 11. COMMUNICATION STRATEGY 3 pillars: •Media (mainly digital) •PR •Sales & promotion
- 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. 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_challeng e Video
- 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. 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. SALES & PROMOTION In-store promotion using pop material based on • The challenges • The Original Fest. • The best challengers’ posters
- 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. 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. ADicts Zoe Gatsapostoli Dionisis Zagkas Panagiota Kavvatha Georgia Koutsoukou Sophia Lamprou Marianna Michalitsianou Christos Tsirigotis