reebok

ADVERTISING STRATEGY OF

REEBOKPresentation By :-

MADHULIKA MISHRA

PAYAL SRIVASTAVA

NEHAL

SONAL GUPTA

SWETA SAXENA

ZAINEB K. USMANI

OUTLINE• REEBOK’S VISION• BACKGROUND• BUSINESS STRUCTURE• PRODUCTS• LOGO DEVELOPMENT• REEBOK POSITIONING• BRANDS• ENDORSEMENTS• LIST OF REEBOK’S ADVERTISEMENT CAMPAIGNS• ATHLETIC SHOE MARKET SHARE• SWOT ANALYSIS• CONCLUSION

REEBOK’S VISION

• Fulfilling Potential

“Reebok is dedicated to providing each and every athlete - from professional athletes to

recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable

of. “

BACKGROUND

• Reebok International Limited, a subsidiary of the German sportswear company Adidas, is a producer of athletic foot wears, apparel, and accessories.

• In 1890, Joseph William Foster came up with the idea to create a novelty spiked running shoe and founded a shoe company named J.W. Foster and Sons in Bolton, England(1895).

• In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in England.

• Reebok surged in popularity in 1982 after the introduction of the Freestyle athletic shoe, which was a designed for women and came out when the aerobics craze started.

• Reebok also introduced an athletic shoe for men, called the Ex-O-fit.

BUSINESS STRUCTURE

OPERATING SEGMENTS• Footwear• Apparel• Equipment

OPERATING REGIONS• US• Europe, Middle East

and Africa (EMEA)• Asia Pacific• America• Australia

PRODUCTS

LOGO DEVELOPMENT

REEBOK'S POSITIONING

Celebrate Individuality in Sport and Life• Reebok-people are unique.• Celebrates the distinct qualities

unique points of viewindividual styleremarkable talents.Authenticity

• Reebok calls them visionary and original.

BRANDS

• Reebok International• Rock Port• RBK CCM Hockey (World’s Largest)• Greg Norman Apparel• Ralph Lauren Brand• The Hockey Company• Avia• Onfield Apparel

ENDORSEMENTS

NORTH AMERICA• The company holds exclusive rights to

manufacture and market both authentic and replica uniform jerseys and sideline apparel of the teams of the National Football League (NFL) since 2002

(marketed as NFL Equipment), Canadian Football League (CFL) since 2004, and It is the official shoe supplier to the NFL and Major

League Baseball (MLB).

EUROPE• The company maintains its relationship with

its origins in the UK through a long-term sponsorship deal with Bolton Wanderers, a Premiership football (soccer) club.

• In rugby union, Reebok sponsored the Wales national team until late 2008, who won the Grand Slam in that year.

AUSTRALIA• Reebok sponsors four teams in the Australian

Football League,Gold Coast SunsMelbourne Football ClubPort Adelaide Football ClubRichmond Football Club

INDIA• Reebok sponsored sports kits for the great rich

Indian Premier League teams, such as the Royal Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals and Chennai Super Kings in the first edition of the league held in 2008,

• however for the second edition held in 2009 the sponsorships included (Royal Challengers Bangalore, Kolkata Knight Riders, Chennai Super Kings, Kings XI Punjab) kits.

INTERNATIONAL CRICKET• Reebok is the official sponsor of the International Cricket

Council.• It manufactures uniform for ICC International Panel of umpires

and referees.• Also, all the playing kits used in ICC Events, such as wickets, are

sponsored by Reebok. It became official sponsor of ICC in 2007.• International cricketers such as Sri Lankan captain Mahela

Jayawardene, Sri Lankan Cricketers Sanath Jayasuriya , Ajantha Mendis, Indian captains Mahendra Singh Dhoni and Rahul Dravid, Bangladeshi captain Mohammad Ashraful , Bangladeshi cricketers Mohammad Rafique and Habibul Bashar, endorse Reebok. They are supplied with Reebok cricket shoes, as well as with cricket bats marked with the Reebok brand in the case of Dhoni. The recent cricketers include Yuvraj Singh and Yusuf Pathan.

LIST OF REEBOK ADVERTISING CAMPAIGNS

• "Planet Reebok"• "I Am, What I Am"• "Run Easy"• "Because Life Is Not Just A Spectator Sport"• “There are two people in everyone"• "Pump Up, Air Out"'• "Your Move"• "Terry Tate: Office Linebacker"

“I AM, WHAT I AM”• In February 2005, Reebok launched its largest global integrated marketing.• "I Am What I Am linked all of the brand's marketing and advertising efforts

under the "I Am What I Am" umbrella. • The campaign encouraged young people to embrace their own

individuality by celebrating their contemporary heroes.• Celebrities featured in the campaign included music icons Jay-Z, Daddy

Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder Stevie Williams.

• "I Am what I Am" became so meaningful and spoke so perfectly to the essence of Reebok that the following year, it was adopted as Reebok's brand attitude. "I Am what I Am" is a simple statement, with many interpretations, but for Reebok it means being proud of who you are. "I Am what I Am" is for those who have their own views and opinions and aren't afraid to share them.

“RUN EASY”• A movement that defies the way brands have presented and

consumers have thought about running.• Run Easy tells runners it’s OK to run within their comfort zone.

Run Easy was born out of the conviction that running has, over time, become focused on performance, distance and time and as a result, brands have targeted the serious runner and ignored the rest.

• Run Easy encourages those who run to stay fit or run as part of an active lifestyle, those who just started running, and those who are thinking about getting active again.

• With Run Easy, Reebok celebrates and promotes the more social and fun aspects of running, encourages and empowers more people to participate, get involved, and get active at your own pace and have fun while doing it.

“REEBOK NATION”

• showcased Reebok's incredible ties to Boston sports. (2007 world series).

• GOAL: to bring excitement to the Reebok brand during a very exciting time for Boston sports.

• showcased many of the Red Sox, Patriots, Celtics and Bruins players, sports legends who wear Reebok on the field.

“YOUR MOVE”

• The Your Move campaign-2008 continues to evolve Reebok's positioning as the brand that celebrates individuality, and supports those who choose to do things their way.

• The Your Move message is communicated to consumers through an integrated platform which includes: digital, TV, out-of-home, print and PR.

“REE”

• On March 11, 2010 Reebok launched Reebok ZigTech TV ad.

• With “Ree,” Reebok is asking consumers to “reethink” their perceptions of Sport why they play sweat and cheer

• The campaign is a fun, bold and provocative approach that aims to bring back the fun and joy.

“THERE ARE TWO PEOPLE IN EVERYONE”

• Reebok showcases an unique insight in a first-of-its-kind global integrated marketing & advertising campaign titled "Two People in Everyone.“

• The campaign, which brings to life Reebok's brand mission of 'Celebrating individuality in sport and life.

• It will bring alive through a host of media -innovation in television, retail, out of home media, print, digital and various other integrations.

• The focal point of the campaign lies in the simple, but universal concept that there are at least two sides to everyone.

• From the superstar athlete, top model or pop sensation to the everyday consumer, everyone can relate to having at least two sides.

• By showcasing the distinct differences that stretch beyond athletic and entertainment talent, Reebok is focused on celebrating individuality.

ATHLETIC SHOE MARKET SHARE

MARKET SEGMENTATION PRODUCT GRID

STRENGHTS AND WEAKNESS

STRENGHTS• Teams more connected to

the consumer.• Multi-brand strategy• Dedication to employees• Hydro mover moisture

technology• DMX technology.• Advertisement campaign

WEAKNESS• Rely on retail stores to sell

products• Issues with foot lockers• Poor employment practices

at their international manufacturing sites.

• Heavy dependency on footwear sales.

OPPORTUNITIES AND THREATS OPPORTUNITIES• Established objectives.• Result-oriented culture.• Strengthen management team.• Relevant advertising and

marketing campaigns.• Grow quality market share.• Restructured production

creation teams.• National Football League

campaign.• Changed leadership for difficult

brands.

THREATS

• Strong US dollar.• Weak department store

channel.• Foreign market is suffering.• Economic decline in key

markets.• Chinese products• Strong competition.