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1.0 Product and Company Background 1.

1 Company Profile

ADIDAS SALES (MALAYSIA) SDN BHD Adidas Sales (Malaysia) Sdn. Bhd. founded in 1990 operates as a subsidiary of Adidas Inc. Adidas was founded in 1948 by Adolf "Adi" Dassler, following the split of Gebrder Dassler Schuhfabrik between him and his older brother, Rudolf. Rudolf later established Puma, which was the early rival of Adidas. Registered in 1949, Adidas is currently based in Herzogenaurach, Germany. Along with Puma Adidas Sales Malaysias goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Adidas apart from the competition and provide value for Adidas Inc shareholders. Adolf "Adi" Dassler started to produce his own sports shoes in his mother's wash kitchen in Herzogenaurach, Bavaria, after his return from World War I. In 1924, his brother Rudolf "Rudi" Dassler joined the business which became Gebrder Dassler Schuhfabrik (Dassler Brothers Shoe Factory) and prospered. The pair started the venture in their mother's laundry, but at the time, electricity supplies in the town were unreliable, and the brothers sometimes had to use pedal power from a stationary bicycle to run their equipment. By the 1936 Summer Olympics, Adi Dassler drove from Bavaria on one of the world's first motorways to the Olympic village with a suitcase full of spikes and persuaded U.S. sprinter Jesse Owens to use them, the first sponsorship for an African American. Following Owens's haul of four gold medals, his success cemented the good reputation of Dassler shoes among the world's most famous sportsmen. Letters from around the world landed on the brothers' desks, and the trainers of other national teams were all interested in
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their shoes. Business boomed and the Dasslers were selling 200,000 pairs of shoes each year before World War II. ADIDAS SALES (MALAYSIA) SDN BHD Address: Lot No 238 & 239, 2nd Floor The Curve ,No. 6 Jalan PJU 7/3 Mutiara Damansara, 47800 Petaling Jaya ,Selangor Darul Ehsan Malaysia Telephone: 603-7722 2459 Fax: 603-7722 2798 Email: darapuspita@adidas.com Website: http://www.adidas.com.my

1.2 Product, Price, place and promotion Product-ADIDAS Skateboarding (SB) Shoes

Adidas Skateboarding was launched summer 2009, in an effort to enter the rapidly growing skateboarding market after Adidass two previous ventures at the skate market fizzled out. Today Adidas Skateboarding has become one of Adidas hottest properties with its full line of shoes, skate team and royal following of sneaker heads and skaters. Adidas Skateboarding has a full team of riders lead by their signature athlete Paul Rodriguez or P-Rod. The rest of the team include Brian Anderson, Daniel Shimizu, Danny Supa, Chet Childress, Paul Rodriguez, Gino Iannucci, Reese Forbes, Stefan Janoski, Omar Salazar, Lance Mountain, Wieger Van Wageningen and Todd Jordan. A smaller team of Amateur riders include Grant Taylor, Lewis Marnell, Dan Murphy, Clark Hassler and Glenn Thomas Camba. The initial launch had four shoes, all of which Dunk SB Lows, they include the Mulder Dunk SB, Forbes Dunk SB, Gino Dunk SB and Supa Dunk SB. In the fall of that year, the most classic Dunk of all time was released, the Supreme Dunk Low in both Black/Red and White/Blue was released; both were inspired by the Jordan III colorways.

Comfortable Design trendy Long lasting Shoe Collector

Price

RM 280 RM 380 per pair depends on the limited production the shoe is.

Place

Adidas concept store

Kuala Lumpur (KLCC, The Garden, Mid Valley, Bukit Bintang, Pertama Complex, Sg Wang, Berjaya Time Square KL, Bangsar Village , Alamanda) Selangor

(Sunway, One Utama, The Curve, Cineleisure, Bukit Raja, Jusco Cheras Selatan, The Mines)

Johor (Batu Pahat Mall, Aeon Terbau City Shopping Centre, JB City Square) Malacca (Dataran Pahlawan Melaka Megamall) Pahang (East Coast Mall, Berjaya Megamall, First World Hotel) Perak (Kinta City Shopping Centre) Pulau Pinag (Studio Megamall, Queensbay Mal, Plaza Gurney) Sabah (1 Borneo Hypermall, Centre Point, Wisma Merdeka) Sarawak (The Spring Kuching) Official dealer store in Malaysia Zone 5-Time square KL Y2K-Kuan tan Megamall Topper Sport-Pertama Complex

Sukan Muara-Wetex Parade,Johor Sportsland NSW Mid Valley,One Utama Smart Centre-Langkawi Fair RSH Perfect sports Sdn Bhd Pacific hypermarket& Dept Noricsports Enterprise Life Habitat Lea Sport Centre Jerasia Fashion Grace One Hotspot Caramel Hoops Station Ararat Sports Al-Ikhsan Sp Promotion Price further mark down (last pair shoes price will cut down to half price) Advertisement

2.0 SWOT 2.1 SWOT Analysis Strength Design trendy Affordable price for selected target market Recognized brand Strong brand awareness
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Strong brand followers Various type of shoe o Dunk High(high cut) o Dunk Low(low cut) o P.rod o Blazers o Terminator

Weakness

Lack of promotion Publicity limitation Limited distribution channel Various type of shoe but doesnt have catalogue for the shoe Lack of informative campaign about product range

Opportunities Increasing interest in ADIDAS Skateboarding Good economy Growing end

Threat
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Geographical-inconsistent price base on the geographical location Product imitation-pirated and imitation product Competitor-such as Vans, Nike open many concept store all over Malaysia. Established competitor brand

2.2 Prioritizing the ADIDAS SB SWOT Damage if Benefit if Cost NOT Addressed Strength Product comfortable Design trendy Affordable price for 3 2 2 3 3 3 3 3 1 9 8 6 of Window Total of time

leveraged Addressing or leveraged

selected target market Recognize brand Strong brand awareness Strong brand followers Various type of shoe 2 1 2 3 3 2 3 2 3 2 2 2 8 5 7 7

Weakness Lack of promotion Publicity limitation Limited distribution channel 2 2 3 2 2 3 1 2 3 6 6 9

Lack of informative about 3 product

Opportunities Increasing interest in Nike SB Threat Geographical-inconsistent price base on the geographical location Product imitation-pirated 3 3 3 9 3 2 2 7 Good economy Trend never end 2 2 1 2 2 2 5 6 3 1 2 6

and imitation product Established brand Competitor-such as Adidas 2 open many concept stores all over Malaysia. 2 1 5 competitor 3 3 1 7

3.0 Marketing Communication Objective To increase brand awareness of product to 40% 4.0 Desired Communication Effect

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Need for Brand Awareness Strategy 1: Expose brand message to target market Strategy 2: Advertisement the product further 5.0 Brand Attitude Strategy
Adidas Skateboarding Shoes Involvement decision driven by positive motivation

6.0 Market Segmentation 6.1 Demographic


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1. Age

2. Gender

3. Education Level

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4. Occupation

5. Income
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6. Race

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6.2 Geographic

Kuala Lumpur(10) Selangor(9) Johor(3) Malacca(1) Pahang(3) Perak(1) Pulau Pinang(4) Sabah(3) Sarawak(1)

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6.3 Behavioristic 1) User Status

2. Usage Rate

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ADIDAS have strong followers, mostly are collector so most of them are collecting shoe, light user. Besides that, ADIDAS SB have high value for second hand shoe, collector will keep the shoe properly. 3. Purchase Occasion

December month are highest month in purchase occasion because school holiday, Year End Sales and Christmas holiday. 4. Benefit Sought

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6.4 Relationship

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7.0 Target Market & Target Audience 7.1 Target Market Characteristic

Age-21-25 Gender-Male Race-Malay Education Level-Certificate/Diploma Occupation-Student Income Level- RM1000-RM2000 User Status-Sole User Usage Rate-Light

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Purchase Occasion-December Benefit sought-Design Trendy Relationship-Premium Loyalty

7.2 Target Audience Characteristic Age-21-25 Gender-Male Race-Malay Education Level-Certificate/Diploma Occupation-Student
Income Level- RM1000-RM2000

User Status-Sole User Usage Rate-Light Purchase Occasion-December Benefit sought-Design Trendy Relationship-Premium Loyalty 8.0 Media Planning We have planned our media selection and media scheduling. 8.1 Media selection
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Media

Justification

In- store picture and Point-of-purchase When the customers see the new product display. picture or poster and how unique our pointof-purchase display, they will attract to come inside the shop. 30sec commercial at TGV and GSC cinema - Most of our target markets are like all around Malaysia. watching movie in this cinema. - And these are the leading cinema and located in prime sites in major cities and towns throughout the country. 30sec TV commercial:- MTV (MTV Hip-hop, Asian Show and After School Rock). - TV3 (Remaja, Melodi and Sport bulletin) -ESPN (X-Games and football games) -Star sports (Football games, Outdoor games and Moto GP) - The effect of commercial advertisements upon the viewing public has been so successful and so pervasive. - Our targets markets are regularly watch this channel in their daily life.

Print ads in The Star and Mingguan This is the popular newspapers and Malaysia back page. E-mail Direct sales catalog the new styles Everybody will check their e-mail daily, so available purchaser. to members and previous we think this is the right medium and low cost to us. (Sport section), Revolution, magazine in Malaysia and most of our R.O.T.T.W, KL Lifestyle, Maskulin at the target market will buy and read it.

2 Billboard along Federal highway and Because this is the highway that used every LDP highway. day and connected the Klang Valley.

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8.2 Media scheduling There are three commonly used scheduling strategies which are flighting, continuous scheduling and pulsing. For Adidas SB, we have chosen pulsing as our scheduling strategies. The reason we choose pulsing is because we will come out with new design and new combination of color every quarter of year and this strategy will provide a media support throughout the year.

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9.0 IMC Strategies and Tactics 9.1 Objective 1: To increase brand awareness of product to 40% a) Strategy 1: Expose brand message to target market Tactic 1: Sponsor celebrities to wear Adidas Sb. Artist such as Joe Flizzow, Fabolous Cats and Bunkface Tactic 2: Sponsor and conduct Activities such as Sneaker Fair.
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b) Strategy 2: Advertisement the product further Tactic 1: Exclusively features the product advertisement in magazine such as: Revolution, Rottw, Shifty Mag. Tactic 2: Feature the advertisement in TV.

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10.0 Creative Message Statement 10.1 Creative message Theme: Creative yourself Objective: Aim buyers to be creative and appear creative. Slogan: Imagination becomes reality

Objectives: a) Present to the clients the ability in experiencing and designing their own shoe. b) Encourage and explore clients inner creativeness and personality. c) To aim buyers to be creative and appear creative. Selling strategy: Aim to inform customers the information, benefit and features of product.
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Tactics 1: Advertisement the products information, benefit and special features. Tactic 2: Organize event for customer to have a trial on the special features of the product.

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11.0 Creative Execution Brand: Adidas Skateboarding Shoes

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Task Definition Key Market Observation Source of Business Consumer Insight Skateboarding is one of the hottest activities that youngster doing now days, the shoes is one of compulsory attribute for the skaters. Owner or customers of Nike shoes and Vans Shoes This Adidas shoes not only can use for the Skateboarding but also consumers can use for casual accusation or style and fashion. Life style, Hobbies, Design is trendy that famous designer designed for Adidas that consumers cannot find in Nike and Vans shoes.

Target Audience

Objective and Strategy Communication Objective and Tasks To Increase Brand Awareness to reinforce overall IMC convenience positioning.

Brand Attitude Strategy Benefit Claim and Support Desired Consumer Response Execution Creative Guideline

Adidas Skateboarding Shoes involvement decision driven by positive motivation Design trendy and fashionable Designed by famous designer in United Stated To use Adidas Skateboarding shoes and be trendy with it, aim buyers to be creative and appear creative

Encourage and explore clients or buyer inner creativeness and personality. Required legal identification

Requirements or Mandatory Content

References Adidas Inc. (n.d.). Retrieved from Adidas Website: www.adidas.com.my


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Adidas-Group Corporation. (n.d.). Retrieved from Adidas-Group website : http://www.adidas-group.com/en/investorrelations/strategy/adidas/default.aspx Scribd Inc. (2010). Retrieved from Scribd Website: http://www.scribd.com/doc/14149550/Advertising-Strategy-of-AdidasA-comparative-Study Wikipidea Corporation. (2011, february 20). Retrieved from Wikipedia Website: http://en.wikipedia.org/wiki/Adidas

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