Integrated Marketing Communication tools of Adidas. This Presentation Includes:- 1) Tools Of I.M.C 2) Channels 3) Marketing Mix Strategies 4) Competitive Advantage 5) B.C.G Matrix 6) Competitive Strategies Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony.

1. Integrated
Marketing
Communication
“ADIDAS”
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2. • An approach to achieve the objectives
of a marketing campaign.
• with the help of different promotional
methods that are intended to
reinforce each other.
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What is “IMC” ?

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Products and services are promoted by effectively integrating various brand communication tools.

4. Adidas
Company profile
• Adidas AG is a multinational corporation.
• Founded and headquartered in
Herzogenaurach, Germany.
• They designs and manufactures shoes,
clothing and accessories.
• Founder: Adolf Dassler
• Founded: 18 august 1949
• Revenue: 2,121.8 crores EUR (2017) 4
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5. Adidas
&
Marketing
Communication
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6. 1. Advertising
• Branding helps change the perception and
expectations of a target market.
• In brand awareness, adidas uses sponsoring
and endorsement.
• Adidas uses covert advertising.
E.g.: character wearing Adidas shoes being shown.
• Celebrities are used to advertise.
• For instance, David Beckman wearing Adidas sportswear
while playing football.
• The sponsorship to market its brand name.
• For instance, the company helps in sponsoring events and
teams worldwide. 6
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Advertising

8. 2. Direct marketing
• Adidas is moving from product-based marketing
to consumer-oriented approach.
• Adidas has moved towards digital printing in the
media by using consumer catalogs with visual
images.
• Tele-marketing strategies by creating a heavy
media presence.
• The use of various sports magazines
• E.g.: ESPN magazines, show casing company products
and TV campaigns.
• Billboards have been spotted on various streets
with enhancement of the visual element.
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Direct Marketing

10. 3. Personal selling
• The good brand name of Adidas has been
earned using personal selling.
• Representatives of the company that sell
the high quality products to the clients of
the firm.
• Packaging plays an important role in consumer
purchasing decisions.
• It reflects the quality of the product, acts as a
sales agent and advertising.
• They therefore establish personal relationships
to increase of the market share.
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11. Marketing
Mix
Strategies
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12. Marketing Mix
1. Product
2. Price
3. Place
4. Promotion
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• One of the top brands in the sports and
footwear market, Adidas has seen its
share of ups and downs.
• Here is the marketing mix of Adidas.

13. 1. Product
• The Adidas group has 4 main subsidiary’s.
• The first is its own brand name – Adidas.
• The second is Reebok.
• The third is Rockpot which specializes in outdoor
footwear.
• The fourth is Taylor made which is focused on
golfing clothes, equipment etc.
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• The major product of Adidas is off course
their footwear.
• The secondary product of Adidas is
apparel’s and accessories.

14. 2. Price
• Adidas, because of its style, design and promotions uses
skimming prices as well as competitive pricing.
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• For run of the mill products, Adidas uses competitive
pricing keeping in mind competitors like Nike.
• Newly introduced in the market and are uniquely
designed, uses skimming price.
• The target customer for Adidas is the upper middle
class as well as high end customers.
• Adidas never uses penetrative pricing because that
will affect the brand equity of Adidas.

15. 3. Place
• The major way in which Adidas is sold is through
retail outlets.
• Due to the excellent brand equity of Adidas.
• The operating margins are fairly high thereby keeping
the distribution channel motivated.
• Multi brand showrooms.
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• Thus the distribution channel of Adidas is as follows:
• 1) Manufacturing > Adidas outlets > End customer
2) Manufacturing > Distributor > Multi brand showrooms
3) Manufacturing > Online fashion websites / Adidas website > End customer

16. 4. Promotion
• Adidas markets through various marketing vehicles.
• The tagline of Adidas “Impossible is nothing” is in itself a
very powerful statement for the brand.
• Adidas also sponsors teams.
• Top teams include Real Madrid, France, Great Britain (in
football).
• Sales promotions and trade promotions are also regularly
offered by Adidas.
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Competitive Advantage

18. Competitive Advantage
• A High Level of Added Value to Consumers
Spirit of constant and updated
technological innovation and
excellence.
 High performance sports shoes.
 Tailor-made performance products.
 Intense and targeted marketing
promotion.
 Effective promotional methods.
 high performance apparel
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19. B.C.G
Matrix
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20. BCG Matrix in the Marketing strategy of
“Adidas”
 Adidas & Reebok are stars
 Both of these individual brands have a strong market share but at the
same time the competition in this sports and fitness segment is very
high. Other brands like Puma, Nike also fight for a large share of the
market.
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Adidas has four brands under the Adidas group out of which:
Rockport & Taylor made is question mark
 This is because their market share is low but at the same time there is
a good potential for these brands. But when this potential will actually
benefit the company in a large way is yet to be seen.

21. Competitive Strategies
Speed – How we deliver:
Cities – Where we deliver:
Open Source – How we create:
21The Quest for becoming the Number One in Market.

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ADIDAS GROUP TO ACCELERATE GROWTH UNTIL 2020

23. Thankyou
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