O.C. Ferrell Chapter 19 Case 19 - Mobile Marketing at Adidas - Swot and 5 Ps - Free Essay Example

Case 19Mobile Marketing at Adidas Analysis Internal Strengths †¢Huge advertising budget ($900 million dollars in 04) †¢Sponsorships/cobranding with some of the biggest athletes (Beckham, Kobe, etc. ) †¢Established brand name: Historically largest share of soccer market in Europe (until 03) †¢Hiring Nick Drake brought insider’s view of mobile technology and market Internal Weaknesses †¢Ã¢â‚¬Å"Second place† to Nike †¢No longer the European premier soccer brand †¢Smaller marketing budget than Nike †¢Placed sponsorships with risky celebs â€Å"Kobe – sex scandal, Beckham – injuries, Missy Elliot – ? External Opportunities †¢Increasing spending power of 12-24 year olds †¢Rise of soccer’s popularity in US †¢Growth of overall mobile market †¢Mobile market relatively untapped in US External Threats †¢Nike †¢Other mobile media â€Å"applets† †¢Other advertisers in print (hence, their need to break the clutter) †¢Other billboard advertisers (again, need to break clutter) Target Market †¢Basketball, baseball fans in US and Hockey fans in Canada †¢Hip Hop market in US Positioning †¢Seen as a fashion statement in hip hop market †¢To be a leading resource in mobile entertainment Price $70-120 for Run DMC Style to Missy Elliot Boots †¢Similar to Nike, possibly cheaper Product †¢Mobile downloads, backgrounds, etc. †¢Sporting apparel including shoes, clothing, etc. †¢Hip hop fashion apparel Place †¢Global (sponsorship of World Cup) †¢National (Japanese advertisement, Greece upset victory) †¢Regional (Road to Lisbon, sponsorship of regional major league teams) Promotion †¢Reach to Hip Hop market through song lyrics †¢Guerrilla marketing through campaigns in Japan †¢Viral marketing through Impossible is Nothing campaign †¢Reach to mobile youth market as young as 12