“the 2006 World Cup : Mobile Marketing at Adidas”

756 WordsJul 10, 20114 Pages
Introduction: In 2005, Adidas the renowned footwear company from Germany was in a raging war with it’s U.S competitor Nike over market share in the field of football footwear and accessories. In the war over market share Adidas acquired Reebok the prominent company in basketball footwear to further gain a share in the U.S. Nike has also gained a lot of grounds in the field of football footwear by it’s aggressive marketing and sponsoring strategy that included the Brazilian national team and other prominent football clubs like Manchester United among many others. Nike strategy paid off and in 2003 Nike edged over Adidas for the first time ever in the European football market with a 34 percent market share against a 30 percent for Adidas.…show more content…
• The availability of premium services such as the real-time score for free would attract new customers to benefit from the service and hence be exposed to the brand. • In the case of success of the mobile marketing model, this model can be applied to other countries in the home language easily. • The model can be replicated in future sport events whether football, tennis or basketball. • The option of including local store addresses and local retailers in each country. • the possibility of making direct purchases using the mobile. Threats • Online content could be easily imitated by competition at minimal time and cost. • Network issues in transferring data especially on older phones can negatively impact the brand image. • The concentration of Adidas on the world cup campaign may alienate other customers from the basketball field or other

More about “the 2006 World Cup : Mobile Marketing at Adidas”

Open Document