Brand positioning. Julia Borrebaeck Karolina Sadlowska Vien Yeung Lisa Yang

Transcription

1 Brand positioning Julia Borrebaeck Karolina Sadlowska Vien Yeung Lisa Yang

2 Beat your yesterday We run the world Witness the Greatness

3 Competitive Landscape Multi-discipline: Nike, Under Armour Athleisure: Lululemon, Athleta Street Wear: Converse, Vans, New Balance

4 Key competitors and how they position themselves Multi-discipline Athleisure Streetwear Companies Nike, Under Armour Lululemon, Athleta Converse, New Balance, Vans Target People of any age who are hardcore about their workout and want durable, quality wear Predominantly for women between the age of who want to convey a healthy image Young adults who follow trends and want to be perceived as cool and hip Frame of Reference the best brands of sportswear the best fitness inspiration brands the best streetstyle brands Key Benefit with high quality technology with low impact stylish apparel with trendy design Reason to believe that professional athletes choose that you can wear everywhere and any day that makes you look confident

5 Alternative Positioning 1 Target People who want to wear powerful & stylish apparel and shoes. Frame of Reference Benefit Reasons to Believe Multi-discipline: Nike & Under Armour New approach to sportswear Fashion: Designer limited editions Authenticity: Respected history and heritage Interactivity: Internal culture: committed & Versatility: passionate whole outfits Empowering customer: miadidas, campaigns focused on customers different sports men and women

6 Alternative Positioning 2 Target People who want to wear powerful & stylish apparel and shoes. Frame of Reference Benefit Reasons to Believe Athleisure Centric: Lululemon, Athleta... The most versatile brand in athleisure Compared with other athleisure brands, adidas stands out by its versatility: Advanced Utility better quality with advanced material and functional designs exclusively for different sports One stop shop For all people men and women different body shape In all settings indoor, outdoor, water, land, urban, adventure

7 Alternative Positioning 3 Target People who want to wear powerful & stylish apparel and shoes. Frame of Reference Benefit Reasons to Believe Streetwear: Converse, Vans, NB... Cool and more functional Adidas is as cool as other popular streetwears, Converse vs Superstar But they are more functional because: People can wear them at gym/work/social Partnerships with trendy artists and professional players

8 Alternative positionings evaluation Evaluation criteria Multi-discipline: Nike & Under Armour Athleisure centric Streetwear Key benefit New approach to sportswear the most versatile brand in athleisure as cool but more functional CUSTOMER RESONANCE Strategic fit Differentiation Credibility Average score

9 Recommended positioning Target Frame of Reference Benefit Reasons to Believe People who want to wear powerful & stylish apparel and shoes. Multi-discipline: Nike & Under Armour New approach to sportswear Fashion: Interactivity: Authenticity: Designer limited editions Respected history and heritage Versatility: Internal culture: whole outfits committed & different sports passionate men and women Empowering customer: miadidas, campaigns focused on customers adidas Brand positioning statement: For powerful & stylish athletes, adidas is the best brand that offers a new approach to sportswear, because it combines fashion and performance instead of separating them. Competitive landscape Alternative positionings Evaluation Recommendations

10 Positioning recommendation rationale Evaluation criteria Score Rationale Key benefit recap New approach to sportswear - better than Nike & Under Armour Customer resonance Strategic fit Differentiation Credibility Nike and Under Armour are often considered as brands expressing pure athletic performance, clients are looking for alternatives to the usual sportswear choices Very good strategic fit: huge sportswear market in the US, constant increase of the athleisure segment (adidas fashion collaborations), America s fight with obesity, healthy lifestyle Our main differentiating points: emphasis on empowerment, collaborations (partnerships), and fashion; similar technology and offering Impossible to prove but very believable with correct marketing tools

11 Idea 1: Pro Athlete and Celebrity Partnerships Athletes Celebrities Profile Star rookies in basketball, football, and baseball Existing high-profile athletes (eg. Aaron Rogers, James Harden) Female role models with an eye for fashion and some street style Involvement Endorse the Performance line Standard athletic apparel marketing Give them a personality (eg. silly, nice guy, prankster, etc) and make them relatable Participate in causes that both parties care about Create apparel, shoes, and customizable miadidas templates for the Originals line Ideally a long-term partnership Benefits Appeals to American sports-lovers Appeals to women Supports inclusivity

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13 Idea 2: Designer Limited Editions Designers Online Interactive Goal Collaborate with high-end designers (eg. Jimmy Choo, Louis Vuitton) to create new designs for the Originals line Increase visibility and prove product trendiness and versatility Implementation Have launches in-between fashion weeks to avoid conflict and build hype mid-season Designers create versatile athleisure outfits that can be used for day and weekend wear Customers upload what they did with the look via social media Social Media Challenge: Where was the most unique or absurd place you wore the outfits and got away with it? o Upload submissions to the Adidas website o o Customers vote for their favorites Winners receive trips to fashion week, gift cards, meet & greets Benefits Validates position as the authority for athleisure and street wear trends

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15 Idea 3: Beat Your Yesterday Campaign Timeline Launch Daily Monthly Yearly Benefits Upload campaign videos to social media and official dedicated website Filmed in major metropolitan cities Follows participants of urban sports, performing arts, activities unique to the area Users upload videos or vlogs of how they beat their yesterday Sport achievements: eg. Won a championship, scored 5 touchdowns, etc. Social achievements: eg. Made a sports facility for the disabled, started a movement to end childhood obesity Personal achievements: eg. Reached your weight loss goal, overcame a fear Users vote on which videos were the most inspirational/impressive. Adidas gives back to that community depending on the achievement. Winners featured in ads and year Gives adidas a localized presence and fulfills noble purpose

16 Footage Credited to: devinsupertramp, lords of gravity, DC Shoes

17 Wrap-Up

18 Thank you!