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Transcript of Reebok Analysis
Most participants were loyal to one brand
41.18% viewed function as most important factor
70% were brand loyal, mostly towards NIKE
56% associated Reebok brand with running
Surprisingly, Reebok scored 2nd when ranked against 4 other major competitors
Over 50 males, ages 18-24, answered a series of 20 questions related to their athletic shoe purchasing habits
Presented by: Amanda Rogers, Carla Raygoza, Jessica Miller, Jess Simpson, Mark Klausing, Matt Melton, and Steve Oak
Reebok began in 1895 in Lancashire, England. Since 2005, it has been a subsidiary of the Adidas Group. Reebok produces athletic shoes, clothing, and accessories in N. America and overseas.
External Environmental Analysis
Evaluate the Marketing Strategies
Review Primary Research (Adjective Checklist, Photo Sort, and Focus Groups)
Primary Research (cont'd.)
B. Evaluation of Marketing Strategies
1. Promotional strategies
1. Central problem/opportunity
-focused on brand-building
-Strategy: redesign logo and associate it with inspiring concept (ex. Nike swoosh), athlete endorsements, promote Reebok's history of innovation, launch IMC campaign that ties in with CrossFit culture and exceptional style
Reebok is a "dying brand" due to fading presence compared to competitors
-100 males ages 18-24 were asked to highlight five adjectives describing the men's athletic shoe industry and five adjectives for Reebok athletic footwear.
"How a Dying Brand Can Reach the Finish Line"
A. External Environmental Analysis
Industry analysis of the category
-Growing athletic gear industry
-$48Bil spent on footwear in US alone
-Largest footwear retailers in US: Payless Shoes and Foot Locker
-Popularity in physical activity due to health and fitness concerns
-Over 48.3Mil Americans with gym memberships
-75% of Americans engage in some form of physical activity
-Sports industry gaining political support. Government programs implemented due to increase in child obesity
-Toughened regulations for the fair treatment of laborers
-Constant improvements to materials and new technology being introduced every year
-Incorporating "smart chips" and utilizing smart phones
a. Size, revenues, trends, sub-categories
-2011 Global athletic footwear $74.7Bil
-2018 expected market $84.4Bil
-Athletic footwear 40.3% globally, highest selling category
-Athletic niches/sports (ex. special crossfit shoes)
-Customization, removal of excess materials, and various color options
"Photo Sort" of 24 pictures for five major shoe brands
-predictable shoe market; Reebok can create new products
-products appeal to wide variety of lifestyles
-owned by Adidas group
-current positioning is WEAK!
-company has too many segments
-low brand awareness; high negative perception
-competitors have high market share
-sports apparel/shoe market is large and continues to grow
-overseas production = lower costs
-increased positive perception through associating with non-profits and philanthropic groups
-strong competition from Nike and Under Armour
-change in consumer preference
-uncertainty of future economic landscape
Athletic shoe industry:
Conducted two separate focus groups of young males, ages 18-24 regarding their athletic shoe preferences and buying habits
2 Key take aways:
Participants found versatility important
Athletic endorsements weren't critical in decision making
Lack of variety hurts the brand
Reebok did not appeal to all their needs
Character Personality Profile
Austin, 24 y/o Male
Lives in condo in Los Angeles
Weight: 215-220, athletic build, in shape
Education: Scholarship to USC for football
Occupation: Physical Therapist
Salary Level: $55,000
Family: Girlfriend of 3 years, no children
Best Friend: John, met as children on their little league baseball team, continued on to be football teammates in high school
Type of Car: Ford F-150
Favorite Food: Steak
Favorite Restaurant: BJ’s
Hobbies: Fishing, running, street rapping/slam poetry
-40 main footwear factories in 8 countries
Promotional Strategies cont'd.
c. PR and Publicity
-continue sponsoring popular sporting events
-work with charitable organizations/causes
-product sampling to athlete bloggers
d. Sales promotion
Active, young men demand an athletic shoe that's as versatile as the activities they engage in
What does "versatile" mean?
Strategy: Promote/sell athletic shoes that are versatile enough to meet target audience's demands
What type of shoe fits this description?
Why? Crossfit (by definition) means engaging in multiple athletic activities and Reebok's Crossfit shoes can be worn while performing all of them!
2. Critical factors
Reebok has not kept up with recent trends
loss of brand loyalty among target demo
Reebok has not found their niche in athletic footwear
3. Strategic alternatives
-Reposition Reebok as a young and relevant brand with 18-30 y/o males through innovative design and advertising (
long term strategy, results aren't immediate.
Reebok will become relevant and increase sales/market share)
-Venture into a new market, such as females or young athletes (
new market may be difficult to attract.
less intense competition and promising market)
4. Most appropriate strategic alternative for central problem
-Alternative 1 (reposition the brand as young and relevant among young males) seems most appropriate and cost-effective since this market holds largest buying-power in the athletic footwear industry.
-This strategy will also ensure long-term success of the brand and place it among the top competitors once again.
5. Potential problems and how to address them
-fickle target market; young males may have a strong loyalty to Nike and will continue to buy their shoes despite introduction of better products
-surveys and focus group research will measure the level of loyalty and product consideration of this target
-Reebok’s inability to keep up with innovative designs and technology from competitors
-there is potential for target market to continue viewing Reebok as an inferior brand
6. Summary rationale
-$48Bil dollars were spent on athletic footwear alone in 2013
-athletic footwear industry expected to keep growing; this presents huge opportunity for Reebok to capture larger portion of market share
-Reebok already has strong market presence despite gradual decrease in popularity among target over last few years.
Our new strategy will help bring Reebok back to the top of our consumer’s mind and influence future purchases while creating a stronger loyalty to the brand.
Insight: Active, young men demand an athletic shoe that's as versatile as the activities they engage in