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Reebok

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by

Kristi Abbate

on 30 November 2014

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Transcript of Reebok



Reebok

Company Background
Objectives & Issues
Marketing Strategy
Action Programs
Current Marketing Strategy
Market Description
one of most competitive and saturated markets in the world
Numerous manufacturers of different sizes
increasing popularity for sports & healthy lifestyles
strong demand for female athletic shoes
Nike is the leading brand
Plethora of different product variations
SWOT Analysis
By: Kristi Abbate, Dominic Gallelli, Jonny Forrest, Spencer Bezirdjian, and Ross Higgins
"Challenge and lead the fitness world through creativity."
Product Review
6 different categories for shoes: crossfit, training, walking, running, classics and basketball.
niche market for Crossfit footwear
training accessories: CheckLight
men’s and women’s apparel
sports equipment: cricket, lacrosse, hockey, football, soccer, and basketball
Competitive Review
Main competitors: Nike, Under Armour, Puma, Skechers, and even Adidas
Nike & Adidas: footwear brands
Skechers: walking and toning products
Nike, Adidas, and Under Armour: athletic apparel
Reebok: CrossFit and Indian Cricket League
Channels & Logistics Review
utilize intermediaries such as wholesalers and retailers
Intensive Distribution Process, without being selective on retailers due to competition
Adidas group utilizes a multiple distribution system
Outsourcing for Adidas and Reebok to synergise the two companies
Born in the UK in 1895

Focuses on sports and lifestyle products

Renowned for its innovative and comfortable footwear

Adidas acquired Reebok for $3.8 billion in 2006
Budget
Controls:
Marketing Research
Quantitative:
Market Share Analysis
Sales Analysis
Sales Ratio
Qualitative:
Customer Survey
Suggestion Box
focus on heavily monitoring these social media sites
present surveys and receive responses from direct mail
Consistent review of financial statements
keep up with concussion info and feedback received from teams and users
conduct intercept interviews
CheckLight
Year 1:
entice contact-related professional leagues

Year 2:
push the Check Light into the collegiate market

Year 3:
commit to marketing the product to club and recreation leagues
High-end footwear and lifestyle apparel
Year 1:
intense focus on increasing Reebok’s brand recognition through collaboration with celebrities

Year 2 & 3:
semi annual release of limited edition footwear
slowly introduce more modernized stores in high-income communities
Reebok’s other product lines
Year 1-3:
remain innovative in dominated markets such as cross fit and cricket
continue to invest in sponsoring Cross Fit games and the Indian Premier League for cricket
Objectives:
High-end footwear
More affordable athletic apparel
Reduce football and soccer market presence
Promote CheckLight
Strengths
well known name across the globe
successful history
excellent service network
helps to increase revenues and reduce wasted costs
monopoly on CrossFit footwear
footwear innovation
Weaknesses
stiff competition in both the athletic footwear and apparel markets
Reebok needs to accept its position as a market challenger
unable to manage all of their products at profit maximizing potentials
lack of reinvigorating marketing and advertising approaches
Opportunities
ongoing profitable relationship with the Indian Premier League for cricket
India's athletic opportunities
reinvention of the company’s lifestyle section
progressing sales in its CrossFit market
niche market in concussion technology with the CheckLight
Threats
direct competition from a number of large brands
lack of customer loyalty
the industry is controlled by unpredictable fads
usual risks of conducting business abroad
known for its individuality and creativity
keep positioning in CrossFit, cricket, and NHL
high-end shoes as well as its lifestyle and active wear clothing sector
uniqueness of Reebok should just be focused on what Reebok does best
Positioning
Product Strategy
emphasis on high-end footwear and isolating specific parts of the lifestyle and active wear market
collaborating with artists and celebrities on limited edition footwear.
limited edition S.Carter sneaker created by Jay-z
allows Reebok to also gain a bigger outreach on groups of consumers
development of CheckLight
introducing a more for less lifestyle apparel product line influenced by minimal design to appeal to modern day fashion
Pricing Strategy
high-end footwear will be priced at a premium
lifestyle apparel sector will be sold at a “more for less” margin
the price for more specific products will be determined by the consumers’ willingness to pay
modernized stores
lifestyle apparel will remain in retail stores
Focus on factory in India and dominance in cricket
Distribution Strategy
Marketing Communications Strategy
mix of new and traditional media
brand awareness is currently at an all time low
target TV, online and mobile marketing sectors.
more of a presence on social networks
sales promotion with our parent company, Adidas (catalog)
CheckLight shows that Reebok cares for the safety and well-being of their customers
Celebrity signings
CheckLight popularity
Positive brand name
Issues:
Questions?
Full transcript