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O.C. Ferrell Chapter 19 Case 19 – Mobile Marketing

Case 19 Mobile 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 “Second place” to Nike No longer the European premier soccer brand Smaller marketing budget than Nike Placed sponsorships with risky celebs “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 “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 US Positioning Seen

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