Refection

First of all, for doing my blog, I don’t know what I should say…I have to tell the truth I never know anything about blog before. When I have really to it, I don’t know at all how I have to do. Anyway, I try hard to do this, but I have to accept that I don’t have many times to do. Whenever I have a free time, I would try to do it. Perhaps, I still don’t understand about business too much, so it makes me have to spend many times to do.

After that, for doing this blog, I received many good benefits to communicate people and presented my ideas and my work in the cyber world. It opened my vision more. Moreover, I also gained the knowledge in term of business more and knew the way to present my work in the high technology and the new community.

Finally, I have to say “Thank you” from the bottom of my heart to Aj.Kob and many students in my class that spend our time in this class for one semester. Also, the many ways that Aj.Kob tried hardly to teach a student who didn’t know anything about business like me…Thank you for all of comments, all of inspiration, and Thank you again for my teacher…Thank you!

References

http://en.wikipedia.org/wiki/Adidas
http://www.goodlogo.com/extended.info/2459
http://adidas-group.corporate-publications.com/2008/gb/en/struktur-und-strategie/our-brands-and-divisions.html
http://www.logoorange.com/logodesign-A.php
http://www.brandchannel.com/features_profile.asp?pr_id=71
http://ar2001.adidas-salomon.com/adidassalomon2001/strat_adidas/
http://theportnoygroup.typepad.com/my_weblog/2008/05/adidas-wins-maj.html

Promotion Strategy--Adidas'Commercial--

Adidas Advert - Right Here Right Now 1999

About this advertisement, Adidas is forever sport. They present this advertisement via using their slogan in this advertisement “Take what you want”. Their aim is Brand awareness. They persuade everyone buy their products as Adidas is the one part of our life.

Adidas Advert - Adi Dassler

This advertisement is the best one I like because it presents the Adidas’ long unique history. When people take a look at it, they will appreciate with the origin of Adidas. The aim of this advertising is “Corporate awareness” and “Brand awareness.” Adidas presents the new way to persuade customers to remember their company and brand via selling the unique history since the origin of Adidas till nowadays.

New Adidas F50 Advert 2009 "Impossible Is Nothing"

This advertising presents the brand new sports shoes of Adidas “F50”. It’s the brand new version of advertising in 2009. Their aim is “Product Positioning.” Adidas attracts their customers to buy brand new shoes via two of famous football players like Zidane and Messi. They provide the new shoes for everyone especially football player, which is full of modern and cool.

Promotion Strategy--Examples of Advertisement Campaigns--

Adidas'advertisements

This posterpresented the brand new sports shoes of Adidas. Their aim is to give customer a new product or it’s called “Product Positioning.” Adidas attracts their customers via a new modern style of shoes which provide a cool of Adidas in the future world.

This poster presents their slogan “Impossible is Nothing”. This is the unique selling points of Adidas and this advertisement. Their aim is “Brand Awareness.” Adidas wants their customers remember their brand via using a famous football player like Messé. They focused on Messé’s career is not easy to succeed but “Nothing is Impossible.” You have to start at the zero and go step-by step until you can succeed in your life like Messé

This advertisement presented the official sponsor of Olympic 2012 of adidas. Their aim is "Brand Awareness" because Olympic is been know-well from many people around the world. When adidas is the main sponsor of Olympic 2012, people also have to be know-well in their brand. Moreover, this adthis advertisement also represents the small gold like a needle. However, it’s not hard to catch it like every sport in Olympic 2012. Adidas is the one of aspirations for many athletes.

This advertising media represents their “Brand awareness” in subway. Adidas have succeeded to promote their brand in addition to advertising on television and billboard. This is the easy way that can make a lot of people remember their brand.

Promotion Strategy

Key Promotion Strategy


1. Marketing Strategy

Adidas provides the three main factors for customers
-To satisfy basic needs.
-To solve problems.
-To make themselves feel good.

2. Developing unique and dynamic marketing initiatives

- Urban Art Guide--Adidas embodies rebellion, independence and creative expression, particularly in an urban setting.
- Mi Adidas--Permits users to customize their footwear.
- Adicolor Viral Video--This cerebral, abstract video campaign symbolizes Adidas' commitment to expression, no matter how strange or weird.

3. The core advertising factors of Adidas

- Advertising Media

Adidas use several advertising media to promote their product in the marketplace. Different advertising media use in the market like commercial advertisement, Print media advertisement, covert advertising, Infomercials, Celebrities advertisement, Online advertisement, Public transport advertisement, e-mail etc.


-Television Commercials

The reason that this media was selected was because television, magazines and Internet were the best way in which Adidas were able to show their customers regarding their own products. Moreover, Adidas use David Beckham as their brand ambassador and many more celebrities in every region to promote their product.

According to Adidas’ advertisement, they have the own unique identity of each advertisement to represent their style including modern, trendy, and cool.

Rational

Why this brand?


Generally, in the market world, you may see strongly a competition of several brands of shoes especially the sport shoes market. With a lot of brands, there is only one brand that attracted me to research and study more; this is, “Adidas.” Although nowadays Adidas is number 2 Global brand, they are going to develop continuously to be the number one global brand of the world.

Moreover, Adidas certainly has the best slogan that attracts so many people including me. I’m sure you may have been heard about it; this is, “Impossible is Nothing.” I think this slogan is the best way to promote their brand. Imagine if you just believe in their slogan “Impossible is Nothing”, everything can possible when using their brand. This is all of reasons why Adidas is such an interesting brand for me.

Product Strategy--Key Successful Factors--

Key Successful Factors

• The Adidas strategies were based on, endorsement focus strategy, advertising, sponsorshipprograms focusing on major global events, sports associations, and teams, and sub-brands.


• For marketing strategy, Adidas focused on three main factors; this is, to satisfy basic needs, to solve problems, and to make customers feel good.


• Adidas Endorsement program is focusing on major global events, sports associations, and teams.


• To create brand awareness, Adidas have been using endorsement strategies in their brand-building programs.


• Adidas focuses on sponsorship of teams and events e.g. national teams and big sport events like the Olympic Games and different World Championship events. This will help them to create awareness with help from different types of media.


• Adidas did not just spend more money; they made an impact with brilliant executions. They made TV and other advertising campaigns. The company communicates their heritage of innovation, technology and big success stories with personalities like Emil Zatopek, Mohammad Ali.


• Adidas choice was to experiment with sport events, with which they made great success. Adidas have created “The Adidas Streetball Challenge” which started out in Germany 1992 and five years later it had over 500.000 participants


• For Adidas images, one image of consumers found the brand very trendy, modern and cool.


• The low-end products, for the “normal consumer” still have a high technology and level of innovation because of their inheritance of the older innovations and technology from the equipment line.


• Adidas strategy made their brand take on a different meaning; it still meant participation, emotion and performance.


• Adidas have succeeded to create a brand loyal customer who perceives Adidas products as top quality.


• The strong messages from Adidas is; “Impossible is Nothing."


• Adidas stand for a competing and winning over your self-attitude.


• Adidas had the same strategy within creating equity value to their brand.

Product Strategy--Positioning--

Positioning

The principle of the Adidas is to equip all athletes to achieve their “impossible” following their strong slogan “Impossible is nothing.” At the heart of Adidas is passion: passion for sports, passion for athletes and passion for products. Adidas is a brand built on leading technology and cutting-edge design. It is a brand identified and respected by consumers for its innovative, inspirational and authentic values. However, Adidas is also committed to incorporating the growing importance of lifestyle, fashion and music inspiration into the sports arena and Adidas products. This strategy allows the brand to create a unique Adidas experience and means more to more consumers.

Besides, Adidas mainly still focuses on four key categories globally: football, running, training and basketball especially football, Adidas used the front athletes like David Beckham to promote their brand and motivated the customers to desire their products. The main competitors of Adidas in the industry are Nike, and puma since it acquired Reebox in January, 2006.

For the style, Adidas is the home of originals, defined as real sportswear, the fashion group, which is the future of sportswear, and style essentials, the fresh sport-inspired label made accessible for style-adopting youth. Together they offer consumers products from street fashion to high fashion, all uniquely inspired and linked to sport.

Product Strategy--Target Group--

Target Group

The teenagers are the most important target market of Adidas and this target group also increases very fast. Adidas started to expand their targeting market to younger consumers because of their severe competition with Nike and Reebok. Therefore, since the late 1980s, Adidas has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the Adidas brand has become so strong as much as they could do to replace all of competitors’ products. It makes consumers who have willing to pay more for Adidas brands judge Adidas to be superior in quality, style and reliability. Therefore, the strong brand of Adidas makes their owner to expand market share, command higher prices and generate more revenue than their competitors due to their slogan “Impossible is Nothing” campaign and their strong product.

Product Strategy--Logo&Product Line--

Logo&Product Line

In 1996, the Three-Stripe brand became the worldwide Adidas logo. This logo represents performance, power and the future of the Adidas branding identity. It has become synonymous with Adidas and its dedication to producing high-quality athletic products to help athletes perform better.

Today, the Adidas brand product extends from shoes, apparel and accessories for basketball, soccer, fitness and training to adventure, trail and golf. Also, Adidas still develop their products and step forward to open the new markets continuously.

Product Strategy--Branding--

Branding

There is no doubt why Adidas brand can attract so many people and still open the new sports shoes markets including the other sports equipment. According to Adidas’ branding, it seems like an honestly promise to attract people when they use any product of Adidas. Adidas makes people believe their brand and desire to belonging their products especially their slogan “Impossible is Nothing” that is the best one that makes people trust and use their brand. Moreover, they have a logo that develops following the new market and the business world. They design typically feature three parallel bars, and the same motif is incorporated into Adidas's current official logo. Also, Adidas build customers’ feeling and emotion when they have used their brand, so it makes them feel good and cool.

Besides, the Adidas customers are like having own esteem when using Adidas’ products. They also found the Adidas brand very trendy, modern and cool. Reasons for that is one can relate to or identify oneself to Adidas’s marketing campaigns like “Impossible is Nothing” and the companies front athletes like David Beckham and Ricardo Kaká which makes the brand alive.

Company Background

adidas' Company Background

The company “Adidas” was formed in the early 1920s by the founder Adolf (“Adi”) Dassler, in Herzogenaurach, Germany. While Dassler was in his mother’s wash room, he decided to produce his own sports shoes. After he made the shoe, he received help from his brother, Rudolf (“Rudi”) Dassler and twelve other people to produce around 50 handmade shoes per day. These sports shoes were made for running and training. Few years later, he and his brother Rudolf were selling special shoes for tennis players and began design specific shoes for different kind of sports. During the 1936 Summer Olympics on Berlin, Dassler equipped gold medal winner Jesse Owens of the U.S. with his shoes.
After that, the family company split in 1948. After the split, Adolf (Adi) Dassler founded Adidas and his brother Rudolf founded Puma.

The three-stripe logo was designed in 1941 by Adi Dassler and he registered it as a trademark for Adidas after the split. Adolph Dassler, decided on a name for his new company. By combining his nickname ‘Adi’ with the first three letters of his surname Dassler, the ‘adidas’ is born. The company formally registered as adidas AG (with lower case lettering) on 18 August 1949.

Adidas began selling their shoes in the United States after 1968 and in few years, the company dominated the American market. The most important marketing breakthrough was the active promotion of global sporting events, especially the Olympics. At the 1972, Olympic game in Munich, every official wore Adidas.

By the time of his death in 1978, at the age of 78, Adi Dassler held more than 700 patents related to sports shoes and other athletic equipment, and had also gaining the honor of becoming the first non-American to be inducted into the American Sporting Goods Industry Hall of Fame.

Journal:Week 12

Week 12 (3-7 August 09)

For this class, Aj.Kob started to teach context of business; that is, “High and Low context Cultures.” When we do the business, we should learn the culture of each country to treat appropriately with your customers. Also, that’s a good way for the sake of your business. After that, following the nonverbal communication, she emphasized the appropriate way to communicate other customers in business such as gestures, walking behavior, eye contact and some culture used silence. Next, she taught some technique for presentation and reminded us to bring handouts and souvenirs to send on 11th August 2009…and Good Luck for Presentation’s Day… : )

Journal:Week 11

Week 11 (27-31 July 09)

Today, we started to pick a draw for presentation’s day of each person in final project and then, Aj.kob opened a video of BBC’s business conversation and taught us about some words in business context to apply to use them. After finishing it, she wanted us to form a group to role play about Business Conversation in the real business society on the next class… and please, remember we shouldn’t forget to use the business words to apply about it! This activity wanted us to know the real business world.

For this class, Aj.Kob started to the first presentation group and also following the next groups till the last group. Today, we have learned many real situations in business world and some situation was excellent ideas. This activity also made us know about many conversations that we are able to apply in the real life in the business world and made us understand the world of business more…

Journal:Week 10

Week 10 (27-31 July 09)

Today, Aj.Kob started with the first presentation group and following other groups. This activity is the good way to learn and apply our ideas in the real situation on this lesson. That’s just called “Learning by Doing!”

After finishing all of groups, Aj.Kob concluded this lesson and made sure we know about “Everyday English”, “English in office (Local English)”, and “English on the go (Global English).”

For our class, today, Aj.Kob also started to talk about our emails that we had to invite for our business partners to comment our blogs and then, we had to cc to Aj.Kob as well. Some of emails that Aj.Kob talked about are the good examples in real life, so we had to know the wrong way and good way to do it. Then, Aj.Kob taught us about the way to do it formal and completed in business way; for example, Salutation (Opening greeting), the good way to do it formal is using Dear, or Sirs, in it.

After that, Aj.Kob taught us about the formal form of business letters and emails including, knowing the way to use appropriate sentences in business letters or emails. For example, we should use these sentences in closing “I do appreciate your support and your time.”, “Your support is always greatly.”, and “Thank you in advance for your support. So, we can apply all of sentences in our real life …

Journal:Week 9

Week 9 (20-24 July 09)

Today, Aj.Kob started to tell all of students regarding final project, all of detail for our final project. Aj.Kob told the way how to do it completed including sections that are required in the blog. Also, she told the way to do oral presentation and the main points of contents that we should use in our oral presentation.

For today, we have learned about functional English skill that is classified in 2 parts. The first part is internal communication and following the second part external communication. Then, we had to form a group of 5 people to brainstorm our ideas about case of business that Aj.Kob also taught us to get some ideas of this lesson “Functional English Skill”. Next, we also discussed about it and did our chat after class. : )

Journal:Week 8

Week 8 (13-17 July 09)

For today, Aj.Kob started to tell a lot of detail about our blog’s contents and the way how to do it completely including the way to evaluate. Because this is the final project, we have to understand the way to do it clearly in order to do it better and better…(I pray I can do it well if I have a lot of free time : )

For this class, today, Aj.Kob started to tell a little of information of the lesson that we are going to learn; that is, “Functional English Skill” that composes internal communication and external communication. After that, Aj.Kob also gave case study about Business story and then, we have to form a group of 5-6 people to discuss and do mind mapping after we talked about it. Also, we have to prepare it to present on the next class…This activity, Aj.Kob wanted us have an image of the thing that we’ll study in the future in our mind because it’s easy to understand if we’ll learn it by doing… (This time, season always changes…take care of yourself na ka Aj.Kob : ) Thanks million times for your helping…)

Journal:Week 7

Week 7 (6-10 July 09)

For this class, today, all of group also presented the project of advertising or promotion campaign that we prepared last week. For my group, the reason why we chose this issue is making a light signal. The students in Wailailak University don’t open making a light. Then, accident can happen with us.

Everywhere, every time, so we also represent our role play to make conscience for everybody to open it. Just put it! So it’ll make us safety and make the good image of our university.

After that, Aj,Kob also gave some comments of each group. Some point that I received about it was some group did this project good, but they missed something or some point…and some group also stuck the same thing and some group should not forget a little detail… For me, I liked Santi’s group too…because this group touched on the small thing that no one thought about it and they didn’t spend time too much and also used a slogan to leave…these were the good point. Their slogan was a representative of thousand words “One night stand, one night star.” It left some space to think after watching…I usually liked advertising like this on television too because it made me had to think about it, so it always stuck in my heart…