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GLOBAL MARKETING COMMUNICATION DECISIONS (Case Study ADIDAS)

GLOBAL MARKETING COMMUNICATION DECISIONS (Case Study ADIDAS). MANAJEMEN PEMASARAN PARIWISATA. Oleh: Rizka Ariditya (053894) Erianda Deshinta Mauline (053908) Rahmawati (054150) Mulida Susanti Hasibuan (054238). COMPANY PROFILE. Company History. : Dassler Brothers OGH 1948 : ADIDAS.

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GLOBAL MARKETING COMMUNICATION DECISIONS (Case Study ADIDAS)

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  1. GLOBAL MARKETING COMMUNICATION DECISIONS(Case Study ADIDAS) MANAJEMEN PEMASARAN PARIWISATA Oleh: Rizka Ariditya (053894) Erianda Deshinta Mauline (053908) Rahmawati (054150) Mulida Susanti Hasibuan (054238)

  2. COMPANY PROFILE Company History • : Dassler Brothers OGH • 1948 : ADIDAS Adidas Logo • 1948 : Adolf Dassler • : Trefoil Logo • 1996: 3 Sideway of Block

  3. BACKGROUND CASE (1/4) 1993 : Robert Louis-Dreyfus(CEO Saatchi & Saatchi Advertising) take over Adidas AG control 1995 : Dreyfus accompany with Salomon create Adidas Salomon AG as a second biggest sport company behind Nike 2003 : Trefoil logo company is iconic branding which make company revenue be increase until $7,8 bilion

  4. BACKGROUND CASE (2/4) Kontroversi keuangan dan perubahan ownership membuat perubahan perhatian manajemen Adidas pada pasar dan otomatis memundurkan pengaruh perusahaan dalam pasar Kesuksesan Amerika yang terbesar berasal dari periklanan Nike dan Reeboks mengeluarkan $100 juta untuk mempromosikan sepatu mereka di Eropa. Sedangkan Adidas mengeluarkan biaya lebih sedikit Adidas memperbaharui citra dengan menjadikan masyarakat muda Eropa segai konsumen dengan menciptakan sebuah olahraga baru yang disebut streetball. Penayangan advertising di MTV Europe ditambahkan alat-alat perlengkapan pemain dari apparel line perusahaan sreetball yang baru.

  5. APPAREL LINE PRODUCT ADIDAS

  6. BACKGROUND CASE (3/4) Permulaan abad 21, perusaahan membutuhkan sebuah strategi global yaitu membuat brand positioning yang baru : “forever sport-from competition to lifestyle” Pada Januari 2002, perusahaan mengajak bergabung agen periklanan untuk beberapa tahun, London-based Leagas Delany. Agen baru Adidas, Los Angeles-based TBWA, akan bekerjasama dengan 180, sebuah agen Belanda. Perusahaan menerima penghargaan pada World Athletic Championships 2002 di Paris, di mana seorang sprinter dari Karibia yang bernama Kim Collins menang pada final 100 meter dengan memakai sepasang sepatu Retro-styled Adidas

  7. RETRO STYLE SHOES

  8. BACKGROUND CASE (4/4) 2004 : Adidas mengeluarkan $50 juta global print dan kampanye TV untuk tagline “imposibleis nothing”

  9. CASE ANALYSIS Advertising will be helped and effective on delivery culture and building Adidas brand Adidas advertising tagline is “nothing is impossible” will have got popularity like Nike with the tagline “just do it” Public relations of Adidas must have the way for popularize Adidas 1

  10. ,,wiD LuV,,THANX

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