New adidas product marketing campaign assignment

One Cleansing Cloth has the ability to cleanse the entire body of an individual. Internal Analysis Because Adidas is a name that is synonymous with quality and high performance by athletes across the planet, their image consistently has allowed for all of its new products, such as Adidas Cleansing Cloths, to be perceived as more dependable. With annual sales in the hundreds of millions, Adidas is not only Coty Beauty`s largest license brand, but also one of its fastest-growing.

Adidas, the second largest sports brand in the world, has evolved from a pure sports brand into a brand which appeals to consumers of all ages and interests. Coty Beauty`s product initiatives have been designed to capitalize on these diverse aspects of the Adidas image. In 2003, the United States and Europe saw the launch of Active Skincare for Men, an advanced-performance skin fitness line developed for athletes. The major fragrance launches were Adrenaline Man in the United States and Adidas 3 cool in Europe.

The Adidas cleansing cloths allow for the athlete to take the time of a person having to shower after a workout with the use of these quick and easy Cleansing Cloths which leave them with that refreshed shower feel and smell in half the time. Many feel as though their workouts are being cut short because of the time it takes to shower and get back to work after the workout so Adidas wants to help those people by putting more time into the exercise and leaving the shower to them.

Within this market there is a considerable opportunity for increased advertising to reach more of these people who may not be aware of the effectiveness of this product and its reasonable price. Due to Adidas being such an innovative and consumer oriented company there is only a couple of brands that compete with a similar product but none of these competitors try to capture the time restricted weekend athlete who just cannot find the time to shower. The only real competitors in this market are Olay, Athletix Products and CK Antimicroals.

CK Antimicroals Body Wipes are advertised much like or product except they are advertised exclusively for the use of Wrestler who do not have time to shower in between matches. This product does use print ads but only in Wrestling magazines and currently we can find no other presence of Advertising. This product is advertised to a target market of 8-38 years olds who participate in the sport of Wrestling. We saw no sex distinction in the advertising and it is believed that they advertise to everyone who participates in the sport of wrestling and does not segment on the bases of gender.

Opportunities that Exist for Adidas Cleansing Cloths While the competition in the Body Wipe market appears to be only between 2 companies who seem to have found a real niche in the market the competition is not very intense at all. This is because this is a relatively new product that has not been marketed very well, therefore, many people are currently unaware of it. Each of the Competitors as well as our Adidas Cleansing Cloths seem to all make similar guarantees as to their effectiveness and ease of use of product. However, each of these companies have a very different target market and advertising campaign.

For this segment the wants and needs will be different from those of a younger generation. For the younger male market which is 14-25, the student who does not feel comfortable at the gyms in public shower but wants to feel and smell refreshed. For many people primarily males within this age group, public shower such as the ones that are in most gyms are an area of great concern. Many males in the age group feel uncomfortable in situations such as these; therefore, Adidas has created a product so that everyone can feel refreshed leaving the gym.

At present no company targets Cleansing Cloths towards are segment of the male market, and if this segment is targeted correctly with effective communication by Adidas, the opportunity to increase sales will be significant. The primary male market would be comprised of males between the age of 27-50 who are professional who what to maximize their restricted time working out instead of cutting back their exercise in order to get a shower. Males today are much more health and appearance conscious than ever before. In today’s society time is a luxury that many in the working class do not have.

With this product we feel that the introduction of this product will bridge the gap between Adidas’ healthcare division and the sports division by further solidifying their reputation as the most elite sports performance company in the world. Market Positioning of Adidas Body Wipes Adidas has been creating high quality, high performance sporting goods as well as clothing apparel for many years. With this in mind, it allows Adidas to easily expand their product line and have consumers believe similar characteristics about our body care products.

Adidas has been a well known and trusted brand name for almost seventy years; therefore, it is easy to market Adidas Cleansing Cloths as a dependable and effective product that can be easily to use. The Cleansing Cloths will cost approximately $7. 35 CAN, which is slightly higher than competitors mirror product but we are able to price the cloths in such a manner because of the reputation that the Adidas brand name carries with it. As a result of our positioning as a high quality product at a reasonable price, there is potential for us to expand into new markets in the future if this campaign is a success.

Ever since the introduction of the Adidas Body Care product line in 2002, television advertisements have rarely been used to promote the many body care products that they offer. This year, we have decided to spend a large portion of our Marketing Communications Budget on TV ads. We feel TV ads will effectively and efficiently reach a large portion of our target audience which is why we deemed it necessary to spend approximately $40 million to create numerous advertisements depicting the effects of using our all new Cleansing Cloths.

Since the cost of creating a single, thirty second television ad can be in the upwards of $250, 000 , and we plan on creating approximately eight TV ads, we felt that the $40 million to be spent on TV ads is a reasonable amount to spend. We plan on advertising on channels such as ESPN, The Golf Channel, and The Score because these channels are geared towards members of our target audience. Running television ads on these channels vary in cost, but the average cost is approximately $400, 000 per month. We plan on advertising heavily during the introduction of the Cleansing Cloths, and during the beginning of each major sport season.

We plan on advertising more during the introduction of our product and then continue to advertise during the rest of the year. The Marketing Communications Schedule can be seen in Exhibit #2. Adidas Cleansing Cloths are being marketed towards athletic males; therefore, we will change our advertisements depending upon which major sport is being played at the time. For example, during the soccer season, our advertisements will have David Beckham in them as seen in Exhibit #3. The theme of the advertisements will also change, but the main message behind them will not.

We will advertise not only to inform our target audience, but also to maintain market share and increase brand awareness and loyalty. We feel that this Marketing Communications Schedule is appropriate for this type of product and will lead to a successful marketing campaign. Proposed Means of Communication Television Advertising: Television advertising is one of the most efficient ways to reach our target audience; therefore, it will be our main source of communication. Television advertising will allow us to reach a very large portion of our target audience.

Television ads will allow us to efficiently and effectively reach a very large portion of our target audience. Since our target audience consists of young athletic males aged 18-35, we will focus on playing our advertisements during sporting events like Baseball and Soccer games as well as on television channels that are geared entirely towards sports fans like ESPN and The Score. The TV ads will be played primarily in the mid to late evening time block from six to twelve AM when our target audience generally watches television.

These ads will contain popular male athletes like David Beckham, Reggie Bush, and Gilbert Arenas using our new product. The ads will change based on what sporting season is taking place at that current time. For example, an advertisement using Reggie Bush will be aired during the football season as seen in Exhibit #4. In terms of print media, posters will be placed at different sporting events that Adidas sponsors like the Major League Soccer matches and at the Boston Marathon.

The large displays will portray life size cut outs of Reggie Bush, David Beckham, and Gilbert Arenas. The displays will be used for approximately one month after the introduction of the Cleansing Cloths to spread the word of our new product. Coupons will be attached to our in-store Cleansing Cloth displays for a limited time only. The instant redemption coupons will only be available for a couple of weeks after the product is released and will allow consumers to save two dollars if they purchase the Cleansing Cloths within the two week period that the coupons are available. Advertising Appeals

Our new product is geared towards athletic, professional males aged 27-50; therefore, we plan on using fantasy, sex and emotional appeals in our advertisements as these appeals are deemed popular to our male audience. These can be seen in proposed print ads found in Exhibits # 4, 5, 6 and 7, which shows before and after shots aimed at men who don’t have enough time to shower after a game or a workout, but want to smell and feel clean. Evaluation and Control of Implemented Plan We plan on using Theatre Tests on our TV ads and Portfolio Tests on our print ads to make sure that our ads are sending the right message and are consistent.