adidas neo proposal v3 - updated
TRANSCRIPT
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Marketing Plan Proposal
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Objectives
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Business ObjectiveIncrease sale out via direct adidas stores by 2000 pairs of sneakers per month, at least 20% of transactions happen online.
Marketing ObjectiveIncrease brand presence on online: achieve a total of 1000 Facebook shares of branded posts by the end of the program. Increase website visit by 100,000 by the end of the program.
Communication ObjectivePosition adidas NEO as a favorite brand among passion, technology, and energy, which is recommended to friends.
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TargetConsumers
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General Profile
Geography: Ho Chi Minh City and Hanoi
Age: 15 to 22 years old (students and first jobbers)
Gender: both male and female
Mobile driven: have at least one smartphone
Fashion, social sports, entertainment, fun, full of energy
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• Being high school students.• Being in puberty, unstable emotions.• Bearing pressure to study well from parents, to feel
belong, do define a style for themselves.• Having fix timetable.• Having little or no time for personal recreation.
• Being college students.• More mature, starting to have first job.• Study is no longer top priority, focus more on
getting real life experience.• Flexible timetable.• More time for recreation.
15 18
19 22
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Consumer Insights
Source: Vietnamese Young People Trend, Slideshare, January 2015
Trends Possible Insights
Individualism & Self-expression
“I don’t have enough courage to be the person I am, because of fear of social objection.”
“I want to express my unique personality, but I don’t know the way how.”
Globalization “I want to approach and learn from new culture and tech.”
Risk-taking over security “Life is short, and I want to live it to the fullest.”
Fight for rights “I hate life inequality, and I will stand up for the right.”
Aspiration for achievements
“I want to show people that I gain financial and social achievements.”
“I strive for success, but get confused about how to achieve it.”
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Big Idea
Key Message
Brand Role
Companion
Each color tells a different story
Pick your color
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BRAND STORYEach color of NEO represents a person with unique characteristics. NEO understands what makes you
special and will help you in finding your color – your style.
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TERRITORY
Fashion styles: styles that can be mixed with sneakers.
Life styles: energetic life full of creative endeavors.
Modern hobbies: stylish hobbies among target consumers.
InspirationEntertainment
MOODbold happypositive friendly
TONEactiveyouthful
grammaticalnon-teen-code
initiativeenergetic
THEM
E
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CONTENT PILLARSAge Group Individualism Globalization Risk Taking Fight for
RightsAspiration for Achievements
General x x x x x
15-18 x x
19-22 x x x x
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INDIVIDUALISM & SELF EXPRESSIONFunny comics of each color of NEO: introduce each NEO character.
Short, Zen-quiz like quiz to help young people define their personality based on their color.
Blog articles on fashion, life styles, creative hobbies.
Sponsor for beauty contest in high schools and colleges
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GLOBALIZATION & RISK TAKING: TRAVEL
Comics: adidas NEO’s backpacking diary.
Weekly contest for young people to share their vacation stories. Winners to be having their stories featured on adidas NEO comics.
Blog articles on travel tips.
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FIGHT FOR RIGHTS
Comics: adidas NEO on LGBT, freedom of speech (real time content)
Sponsor for voluntary activities at high schools and colleges
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Promotion Channeladidas FB Fanpage
FB Fanpage ofCelebs and KOLs
Online News Channels Instagram adidas VN
website
adidas NEO shoe collections
adidas NEO shoe collection
adidas NEO shoe collection & price & shop now button
Celeb wearing NEO photo
Celeb wearing NEO photo
Blog on style: tips for mix-match, photography
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Promotion Channel
Adidas VN Facebook fanpage: post album (Adidas NEO shoes collection, useful tips for photographing and video, posts call for contest, Photo album of celebrities at Christmas with Adidas NEO shoes)
Fanpages of Dong Nhi, Ong Cao Thang, Pho, Ngoc Thao (show their photos and videos with the contest concept, posts call for contest, Photo album of celebrities at Christmas with Adidas NEO shoes)
Online news channel: Yan News, Zing news, Kenh 14 (Pr articles, post about contest, Photo album of celebrities at Christmas with Adidas NEO shoes)
Instagram (Adidas NEO shoes collection, posts call for contest, Photo album of celebrities at Christmas with Adidas NEO shoes)
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Consumer Insights
Source: Vietnamese Young People Trend, Slideshare, January 2015
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Content Pillar
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Thank you for listening