Subscriber Unlimited digital content, quarterly magazine, free newsletter, entire archive. Contact the authors at f. Forrester Research, November This report defines 10 consumer segments based on technology use and acceptance.
Since mobile is private to individuals, MMC appeals to individual-based audiences rather than mass-based public. That is, users can manipulate the information through MMC rather than looking at the deadly message sent by Adidas. MMC can create a new shopping channel. Users can access a certain company to buy a product through their mobiles.
At the same time, they can make use of GPS to position their home location or the nearest convenience shop for shipping. The information sent by MMC is much more meaningful comparing with that from the traditional channel.
Brand in the Hand concept means that company is trying to do marketing through mobile channel rather than the traditional one such as Magazines and TV which become inefficient gradually. With that information, more meaningful and relevant advertising messages or promotions can be delivered to that individual through the mobile device.
And if Adidas succeed in the transformation, its branding efforts can cost Adidas much less budget but with higher effectiveness. Construct mobile catalog to show the customers their products at anytime, anywhere.
Provide 3D view of a certain product or environment in a particular shop, or converging the fitness and wearables with the personal shape or photos. Make use of GPS to show customers the route information about their stores.
Shopping through mobile service and integrated with GPS to provide high quality shipping service at the same time.The Brand in Hand; Mobile Marketing at Adidas Words | 8 Pages.
The Brand in Hand; Mobile Marketing at Adidas INTRODUCTION Adidas was founded in Germany in it became an important supplier of footwear after Second World War. Later, it expanded its footwear line to include fringe sports.
Essay The Brand in Hand; Mobile Marketing at Adidas.
Brand in Hand; Mobile Marketing at Adidas INTRODUCTION Adidas was founded in Germany in it became an important supplier of footwear after Second World War. Later, it expanded its footwear line to include fringe sports. Description. The Global Media manager for adidas International is responsible for developing and championing a new marketing strategy at adidas called "brand in the hand" that is based on the convergence of cell phones and wireless Internet.
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Manager for global media for Adidas International is responsible for developing and advocating a new marketing strategy called Adidas "brand in hand" which, through the convergence of mobile phones and wireless Internet. Represents the company background information, data on the penetration of mobile devices such as cell phones, the growth of the global mobile marketing practices, as well as.
adidas India Marketing (adidas India) handles only the adidas brand in India, and that includes adidas sportswear, casual wear as well as non-apparel products. The company has a national presence and is present in all major cities as well as many smaller towns.