Marketing Plan Proposal

Objectives

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.

TargetConsumers

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

• 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

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.”

Big Idea

Key Message

Brand Role

Companion

Each color tells a different story

Pick your color

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.

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

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

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

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.

FIGHT FOR RIGHTS

Comics: adidas NEO on LGBT, freedom of speech (real time content)

Sponsor for voluntary activities at high schools and colleges

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

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)

Consumer Insights

Source: Vietnamese Young People Trend, Slideshare, January 2015

Content Pillar

Thank you for listening