Reebok Report

Synopsis

a. Topic of the Project

b. Rationale for the study

c. Objectives of the Study

d. Research Methodology to be used for carrying out the study

(dealing nature of data, data sources, collection methods,

tools and techniques of analysis, sampling, cauterization etc.)

e. The expected contribution from the study.

f. Limitation.

Reebok’s • Reebok’s principal business activity is to design, development & worldwide marketing of high quality footwear, apparel, equipment.• Distributed around the world: (Asia, Australia, Canada, Europe, Latin America, and the United States)• Reebok is 3rd largest seller of athletic footwear and athletic apparel in the world. • Remain market leader since 1996 • Employees : 9,102 only in USA.

HISTORY OF REEBOK1890-1930'sReebok's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. So, in the 1890s, Joseph William Foster made some of the first known running shoes with spikes in them. By 1895, he was in business making shoes by hand for top runners; and before long his fledgling company, J.W. Foster and Sons, developed an international clientele of distinguished athletes. The family-owned

business proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots of Fire." 1950-1980In 1958, two of the founder's grandsons started a companion company that came to be known as Reebok, named for an African gazelle. In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that year. At $60, they were the most expensive running shoes on the market.

1980'sBy 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle™, and with it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the

aerobic exercise movement, the influx of women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. Explosive growth followed, which Reebok fueled with new product categories, making Reebok an industry leader. In the midst of surging sales in 1985, Reebok completed its initial public offering (stock symbol is NYSE: RBK). A year later, Reebok made its first strategic acquisition, The Rockport Company. Rockport was a pioneer in using advanced materials and technologies in traditional shoes and the first company to engineer walking comfort in all types of dress and casual shoes. In the late 1980s, Reebok began an aggressive expansion into overseas markets and Reebok products are now available in more than 170 countries and are sold through a network of independent and Reebok-owned distributors. Creating innovative products that generate excitement in the marketplace has been a central corporate strategy ever since Reebok introduced the Freestyle. In the late 1980s, a particularly productive period began with The Pump® technology and continues today, with breakthrough concepts and technologies for numerous sports and fitness activities.1990's

In 1992, Reebok began a transition from a company identified principally with fitness and exercise to one equally involved in sports by creating several new footwear and apparel products for football, baseball, soccer, track and field and other sports. That same year, Reebok began its partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection.In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of the worlds most talented, exciting and cutting-edge athletes. Since then, the company has focused on those athletes who represent the top echelon of sports and fitness.1999-2000In 1999-2000, Reebok and the National Football League announced an exclusive partnership that serves as a foundation of the NFL’s consumer products business. The NFL granted a long-term exclusive license to Reebok beginning in the 2002 NFL season to manufacture market and sell NFL licensed merchandise for all 32 NFL teams. The license includes on-field uniforms, sideline apparel, practice apparel and an NFL-branded footwear and apparel collection. Logos

Products

Brands

• Reebok International• Rock Port• RBK CCM Hockey (World’s largest) • Greg Norman Apparel• Ralph Lauren Brand• The Hockey Company• Avia• Onfield Apparel• Athletic footwear• DMX2000• 3D Ultralite• Ralph Lauren Apparel line

Reebok Stock Information (NYSE-RBK)• Stock Symbol: RBK.

• Went public in 1985 and is traded on the New York Stock Exchange.• Share Price

2006 $ 69.622007 $ 58.312008 $ 56.972009 $ 56.53

REEBOK'S VISION

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. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable.

PROPOSED VISION STATMENT“Continue to bring inspiration to present and future athletes, while maintaining the company's standard of quality for its products.”

REEBOK'S MISSIONAlways Challenge and Lead through CreativityAt Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

PROPOSED MISSION STATMENTTo continue to offer quality products with increasing growth in the industry and expanding globally. Our mission has always been to provide a competitive edge by developing the most technological products. Keeping in mind fair labor practices in all our suppliers’ factories, while maintaining a competitive advantage, with the shareholders interests, and company profits in mind. We also believe our employees are one of our most important assets. To increase the responsibility towards the environment by evaluating the

impact of day to day operation and attempts to change operations that have a negative impact.

Market Segmentation Targeting and PositioningEver since it established a presence in India in 1995, Reebok has dominated the Indian sportswear market. While its major competitors Adidas and Nike have not been as successful in the Indian market. As a consumer-driven brand, Reebok commits to offer consumers products that provide maximum fit and comfort. For Reebok this means designing and developing products with materials, styles and technologies that enhance fit and comfort for consumers. The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey and Rockport. In 2008, the Reebok brand has further refined its strategy considering the brand’s heritage and values, consumer insights and positioning within the Adidas Group port folio. Inspired by its roots in sport and women’s fitness, Reebok developed a clear roadmap for its key businesses going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive

Classics. Central to Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands, Reebok is committed to make fitness fun again – challenging men and women to fulfill their potential in sport and in life by providing them with the opportunity, the products and the inspiration to have fun staying in shape.The depth of Reebok’s India operations is reflected in the numbers. The company says it is growing at a compounded annual rate of 30 per cent for the past 3-4 years; in 2007, it says, it crossed Rs 900 crore in sales. Reebok has segmented its market on the basis of the needs of the consumer groups like runners, Aerobic/fitness exercisers, Tennis players, Basket Ball players, Golfers, Adventure seekers, Walkers, Children, Comfort/Style conscious group. For each particular segment of group they offer unique range of shoes (products) and continuously come up with new line of shoes. The shoes they offer are like running shoes, Aerobic shoes, Tennis shoes, Basket Ball shoes, Kids shoes, Walking shoes, Training shoes, Golf shoes. With technologies such as SmoothFit™, KineticFit and The Pump™, Reebok has already provided consumers with innovative fit elements in its apparel and footwear. Reebok target customers are kids, youth, women and men. Reebok mission is to make fitness fun again for women . Reebok began to define its focus on women’s fitness in

autumn 2008, launching a women’s specific “Your Move” campaign. In 2009, Reebok launched a new range of shoes especially for women who are busy and don’t find time to gym. The EasyTone™ footwear collection was launched for the targeted group of busy women. In 2009 for men Reebok launched the SelectRide™, an underfoot cushioning technology that allows the athlete to select the “train” or “run” mode.Research pointed that Reebok’s target age 15-24 were early adopters/sneaker influencers. The price point was too large a barrier for the brand target and they were not influencing other groups. If they went after a sub-target group more interested in, and willing to pay for custom, they could not only achieve their goals, but likely surpass them by tapping into the influencer capabilities of this group. They successfully increased brand awareness, traffic and sales and engaged users through a highly targeted, segmented approach to selling Reebok’s custom sneakers. The tagline “I am what I am” became a promise to the consumer that Reebok was a brand that enabled self-expression Media placements included areas where users consumed trend news, popular sneaker sites, music sites, electronics and apparel fashion sites to reach this targeted audience.

Online banner creative emphasized the key selling feature of the shoe allowing users to customize the shoe with a few clicks including color choice within the banner and ultimately be driven to the custom website to finalize the process and buy their personally designed shoes.

Positioning To reinforce its position as a premium sports and lifestyle brand, Reebok’s goal is to significantly improve and increase its product offering at high and mid-price points to drive growth in average selling prices. This approach may slow the targeted short-term top-line development by voluntarily foregoing commercial opportunities in the low-price segment. More importantly, however, it enables Reebok to build a platform for sustainable long-term sales and profitability growth and preserves the brand’s image.Celebrate Individuality in Sport and LifeReebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable

talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

Reebok Product MixReebok offers a wide range of Footwear, Clothing and Accessories for both Men and Women. In the footwear product mix it offers in Athletic, Casual and Court in a color range like black, brown, grey, white, blue and pink. The footwear mix is offered both in men and women. In the clothing, Reebok offers like jackets, tops and bottoms for both men and women for activities like yoga, tennis, walking, fitness and training. Accessories like bags, sippers, caps.The Reebok brand focuses on three product lines: Rbk, Performance, and Classic. Rbk product line features street footwear, apparel, and accessories. Performance line includes apparel and footwear designed for basketball, running, fitness, football, soccer, tennis, and other sports. Classic lifestyle product line includes footwear and apparel

products, as well as classic reinterpretations. Reebok also has licensees for eyewear, watches, and heart rate monitors; and licensees in the United States for children's apparel, team uniforms, socks, and jogging strollers. The Ralph Lauren Footwear's product line features traditional classics, as well as dress and casual silhouettes. The Greg Norman Collection includes wovens, play dry outerwear, and sweaters. The company also offers hockey skates, sticks, helmets, and hockey-related apparel, as well as recreational skates and the Roger Edwards line of lifestyle apparel. Its licensed and branded active wear lines include fleece wear, pants, shirts, T-shirts, polo shirts, turtlenecks, and outerwear and headwear embroidered with various teams' logos. The company distributes its products to athletic specialty stores and other retail shops, as well as to sporting goods stores, department stores, and shoe stores.

REEBOK'S PURPOSETo Empower Global Youth to Fulfill their Potential Reebok recognizes that it has a responsibility to make a positive, lasting difference in the lives of our consumers, employees, partners and the world at large. For two decades, Human Rights, through the Reebok Human Rights program, were the primary focus of this effort. In 2007, Reebok expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand, ‘to empower global youth to fulfill their potential.’ The primary pillar of the platform is Reebok 4 Real, which combines and maximizes the energy, resources, funds and passion of employees, athletes and artists, and our retail partners to create a ‘network of empowerment’ that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

Economic Performance (Sales by regions)

Net Sales** Net Income2008 $ 3,641 M $ 135.122009 $ 3,223 M $ 23.922010 $ 2,897 M $ 11.04• Net sales decrease(2008 to 2010) = $743M• Net Income decrease (2008 to 2010) =$124.08M

47 M258 M267 MOther countries

510 M585 M476 MEurope

661 M522 M545 MUK

2,000 M1,858 M1,609 MUSA

201020092008

Sales (Shoes) 72%*Sales (Apparels)28%Key internal Factors Affecting Reebok Strengths

Profits increasing Paul B. Fireman, CEO Carl J.Yankowski, EVP Teams more connected to the consumer Multi-brand strategy Dedication to employees Hydro mover moisture technology DMX technology. 4 major divisions & 6 SBU’s Advertisement campaign

Weaknesses Rely on retail stores to sell products Issues with foot lockers

199719981999

Poor employment practices at their international manufacturing sites Heavy dependency on footwear sales

IFE (Internal Factor Evaluation) MatrixInternal strength Weight

0.0-1.0

Rating1-4

Weighted Score(WxR)

Profits increasing 0.05 3 0.15Paul B. Fireman CEO 0.10 4 0.40Carl J.Yankowski, EVP 0.10 4 0.40Teams more connected to the consumer 0.05 4 0.20Multi-brand strategy 0.05 4 0.20Dedication to employees 0.05 3 0.15Hydro mover moisture technology 0.10 4 0.40DMX technology 0.10 4 0.40

4 major divisions & 6 SBU’s 0.05 3 0.15Advertisement campaign 0.05 3 0.15Internal Weakness Weight Rating Weighted ScoreRely on retail stores to sell products 0.05 1 0.05Issues with foot lockers 0.05 1 0.05Poor employment practices at their international manufacturing sites

0.10 2 0.20

Heavy dependency on footwear sales 0.10 2 0.20Total (including Strengths & Weaknesses) 1.00 3.20CONCLUSIONReebok gain 3.20 IFE total weighted score which is above 2.50 that‘s why Reebok is Internally very strong

Key External Factors Affecting ReebokOpportunities

Established objectives Result-oriented culture Strengthen management team Contemporize products Relevant advertising and marketing campaigns Grow quality market share Restructured production creation teams “It’s a Woman’s World” – young women “The Sounds and Rhythm of Sport.” – fashion consumers National Football League campaign Changed leadership for difficult brands

Ability to create synergy between brands Special Technology

Threats

Strong US dollar Weak department store channel Foreign market is suffering Economic decline in key markets Chinese products Strong Competition

EFE (External Factor Evaluation) Matrix

Opportunities Weight0.0-1.0

Rating1-4

Weighted Score(WxR)

Established objectives 0.15 4 0.60Restructured production creation teams 0.05 2 0.10“It’s a Woman’s World” – young women 0.10 3 0.30

“The Sounds and Rhythm of Sport.” – fashion consumers 0.05 2 0.10National Football League campaign 0.05 2 0.10Changed leadership for difficult brands 0.05 1 0.05Ability to create synergy between brands 0.03 1 0.03Special Technology 0.10 4 0.40Threats Weight Rating Weighted ScoreStrong US dollar 0.10 2 0.20Weak department store channel 0.03 1 0.03Foreign market is suffering 0.05 2 0.10Economic decline in key markets 0.05 2 0.10Chinese products 0.09 2 0.18Strong Competition 0.10 2 0.10Total(Opportunities & Threats) 1.00 2.38

ConclusionReebok gain 2.38 EFE total weighted score which is above 2.50 that‘s why Reebok is Externally facing strong competition.

Competitive profile matrix

Athletic Market Share

Tows Matrix: S-O strategies

Use the expertise and experience of Fireman and Yankowski to carryout objectives (S2, S3, O1) Further increase profits by utilizing the restructures production creation teams (S1, O7) Further strengthen the multi-brand strategy with planned campaigns (S5, O3, O4, O5) Further strengthen the multi-brand strategy with changed leadership and synergy to grow quality market share (S5, O6, O11, O12)

S-T strategies Utilize the teams’ connection to the consumer to counteract sales lost because of the strong US dollar, weak department store channels, and suffering foreign market (S4, T1, T2, T3) Utilize multi-brand strategy to find a connection to foreign markets (S5, T3) Use the increased profits to research other profitable markets to strengthen the foreign market and avoid

the negative effects of declining key markets (S1, T3, T4) W-O strategies

Strengthen objectives to curb the effect on heavy dependent brands (O1, W4) Utilize the changed leadership to correct difficult brands (O11, W4) Strengthen campaigns to correct difficult brands and lessen the need to rely on department stores (O3, W1, W4)

W-T strategies Maintain brands to lessen the effect of the US dollar and foreign markets (W4, T1, T3) Strengthen brands to be less dependent on department store channels (W4,W1, T2) Lessen the reliance on retail stores to avoid the effects of weak department store channels (W2, T2) Promote brands in different markets to lessen the reliance on suffering key markets (W4, T4)

ConclusionsA major weakness of Reebok is located in their top management. They lack top management depth and face high management turnover. This is attributed to the CEO, Paul Fireman’s inability to delegate efficiently. Key employees and top management were sometimes left out of the "loop". Additionally, the board of directors felt Fireman’s salary was too high.

In advertising, Reebok had difficulty positioning itself. Reebok changed advertising agencies eight times and they earned a reputation as a difficult client. Reebok aimed to differentiate its shoe and apparel lines and hired Shaquille O’Neal as a superstar endorser. Then Reebok changed advertising agencies and Shaq’s new role was contradictory to the old.Reebok largest customer is Footlocker, yet they established poor relations with them, when they ignored their request to manufacture a specialty line exclusively for Footlocker. Reebok was a poor listener to Footlocker, which has a good ear to consumer wants and needs.

Suggestion & RecommendationsImmediately, Reebok should drastically improve its relation with its largest distributor Footlocker. Then evaluate its manufacturing situation in the Far East, to see if the benefits outweigh the costs of a lowered reputation. The firm’s ROI has decreased and they need to manage their

new assets better. We would recommend a brief turnaround strategy. Contraction would include increasing their accounts receivable turnover to increase profits by collecting their accounts sooner and divesting in unprofitable divisions that don’t follow their marketing strategy like the health and fitness clubs. Then in the Consolidation phase they can measure their success by aiming for increases in their fixed asset turnover and ROI ratios.Lastly, and most importantly, Reebok needs to improve their top management environment and utilize the skill that they are paying for. Ignoring delegation duties in the top management will not reduce the management turnover and will limit management’s progress.Reebok has a strong name and even stronger campaign plans. However, the company has a few areas that need to be analyzed and corrected. The areas include:

Reliance on department store channels Suffering foreign markets Find markets that are not in an economic decline Strengthen the brand name and message of suffering brands Need strong goals and plan to grow the sales & global reputation

By changing advertising agencies frequently, Reebok has dug themselves in a marketing hole. To accomplish their current goals they need to produce better marketing campaigns. Change Management.

DecisionsPrimary: Focus on finding the most promising customers (kids and women) and introduce more products or improve current ones to satisfy potential increase in demandAlternatives:

Keep expanding into current and future foreign markets by being aggressive and the worldwide leader of the footwear industry Accelerate funding for numerous marketing campaigns in order to get to specific markets or customer groups Focus on improving working conditions and human rights at international manufacturer centers and at the same time increasing their productivity Implement product diversification with company’s newest technologies so resulting increased earnings could be reinvested into R&D plans

Why This Strategy?

U.S. Women: Prefer fashion, not footwear, they prefer clothing; we must create a shopping style based in athletic shopping. U.S. Kids: E-commerce, influenced by innovation and design, not only comforts or sports Reebok need to consolidate US sales compared to international sales and international competitors Difficult to expand towards other sports or population segments

Implementations (Actions):Women: Open specific stores specialized only for women Increase R&D expenses by in women products Increase Marketing expenses by designing a specific campaign for women using female endorsements Create a new logo for women market which would be associated with fashion trends and introduce new productsKids: Increase R&D expenses in kids products Increase Marketing expenses by designing a specific campaign for kids

Introduce more soccer and basketball products targeting potential youth market Research in international market to find out what are the new trends related with women and kids products (Long-term)

Bibliography Sharma D.D. : Marketing research Principles, Application and cases , Sultranchand and Sons New Delhi. Kolter, Philips d (2000), Marketing Management, Prentice – Hall of India Pvt. Ltd. New Delhi. Kothari, C.R. : research methodology, Methods and Technology, Wishwa Prakashan, New Delhi.

Websites: http://finance.yahoo.com Reebok Annual Reports Reebok Quarterly Reports Annual ranking of America's largest corporations www.reebok.com www.bigcharts.com

www.businessweek.com www.wikkipedia.org Strategic Management Concepts and Cases; Fred R. David, 10th Ed.

OBJECTIVE OF RESEARCH REEBOK SHOES WANTS TO FIND OUT THE EXACT PROBLEM OF CUSTOMER . REEBOK WANTS TO PROVIDE BEST LEATHER SHOES TO ITS CUSTOMER IN COMPARISION TO ITS COMPETETIORS SUCH AS ACTION, LIBERTY, BATA ETC. IDENTIFY THE MARKET SHARE BRAND NAME LIKENESS OR DISLIKENESS OF TEENAGERS

RESEARCH METHODOLOGYThese types of research design used project are exploratory. Exploratory research is that in which new relationship are discovered.

Design of Conclusive ResearchStudy of Secondary sources of information:-Different book of marketing and research served as sources of information. The information from Internet was very useful as well.

Survey of individual with ideas on general subject:-Information was also collected from owner and distributor of Reebok, which is base of this whole project.Data Collection Method:-

The method used to collect data is from primary sources. This method is appropriate as compared to secondary data available looking at the objectives of the report.The method used to collect data is a survey in which questionnaire is prepared and is given to the respondent to fill it.Sampling method:-

The universe of this research report consists of 1 dealers and 25 customers those served as source of information.

Research designs:- Research Type : Exploratory Data Collection Method : Primary & Secondary Venue : Sagar Research Approach : Survey Method Research Instrument : Questionnaire Sample Size : 25 Customers & 1 Dealers

Sampling Unit : respondents of Sagar

DATA ANALYSIS & INTERPRETATIONCOMPARISION OF MARKET SHARE OF ACTION SHOES OVER FOOTWEAR

DIVISION

Bata 8%Action 26%Reebok 16%Lakhani 12%

Liberty 7%Other 28%Woodland 2%Leecooper 1%

MARKET SHARE OR VARIOUS BRANDS AS PER RETAILERAction 33%Bata 10%liberty 2%Lakhani 6%

Others 31%Woodland 3%Reebok 15%

Without Laces 53%Casual 28%

With Laces 11%Boot 8%

53%28%

11%8%

Consumer style

Without Laces

Casual

With Laces

Boot

53%WithoutLaces

8%Boot

28%Casual

Formal 33%Casual 36%Ladies 6%Sports 25%

3:- Types of wearing

Formal

Casual

Sports

Ladies

25%Sports

33%Formal

36%Casual

FINDINGS

The customer of Reebok shoes is very less in comparison of other brand shoes. Basically red chief provide best leather but it has no stylish design in comperision of other brand. Most of the customers prefer p.u. sole incomperision of other type of sole such as eva, tpr etc. Reebok shoe sell its product from its dippo from which it has no gud market over the up basicaly in Pune, Chandigarh. The price range of market shoes between 1200-3200 is maximum icasso, and lee cooper etc. The students are influenced with range, design, style and comfertbility. Look of the leather shoes. Where as the service class person and business class person emphasize on more price, quality, durability, discount {if any} and all guarantee period. New brands are emerging in the market other than existing one’s and they capturing some big market share. these brands include franco, leone,

LIMITATIONS OF STUDY This Report is only based on Sagar city. Retailers hesitate to give the answer to some question like profit margins Some time respondent do not correct answer. Money is constraint to limit her scope of the study. Time was also a constrain.

CUSTOMERS QUESTIONNAIRENAME : ------------------------------------------------------------ AGE : --------------SEX : ----------------------- OCCUPATION : -----------------------------------------1. Which Company brand do you use?a. Action b. Reebok c. Red & Chief d. Others 2. What do you think about the price of product?

a. High b. Low c. Reasonable3. How did you come to know about this brand? a. Newspaper b. Magazine c. T.V. d. Hoardings4. What criteria you see when you purchase Rseebok Shoes?

a. Brand Nameb. Price c. Quality d. Others5. Do you feel Reebok Shoes price Economic? Yes/ No. & Why ?----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

6. If you purchase any other company’s Shoes? Which one is you preferred?--------------------------------------------------------------------------------------------7. Do you have any complaints? Yes / No ;------------------------------------------------------------------------------------------------------------------------------------8. Which facet of product should be focused more whether product, quality, Price, Advertisement.----------------------------------------------------------------------------------------Date: Signature

Thanks for you co-operation & valuable time

CERTIFICATEDATE: __________

The project report titled “MARKETING

STRATEGY OF REEBOK” in Sagar City Prepared

by PRATEEK MEHTA (MBA 1ST Sem), under the

guidance and supervision of MISS. NEHA DUBEY

(Lecturer of MBA Deptt., SVNIT, SAGAR) for the

partial fulfillment of the degree of Master of

Business Administration is satisfactory in respect

of :-

Comments By Supervisor Head of Deptt. Examiner

1. Contents and presentation of the subject matter2. Language3. Embodies the original work of the candidate.

4. Submission within due date

Signature of Examiner Signature of Supervisor

Signature of H.O.D.

DECLARATION BY CANDIDATE

I declare that the project report on

“MARKETING STRATEGY OF REEBOK” in

Sagar City is my own work, conduct under the

supervision of of MISS. NEHA DUBEY (Lecturer

of MBA Deptt., SVNIT) affiliated by Dr. Hari

Singh Gour University, Sagar (M.P.).

To the best of my knowledge the report does not

contain any work which has been submitted for the

award of any degree, anywhere.

Signature of the Candidate

ACKNOWLEDGMENT

I would like to pay my sincere thanks to Dr. Pramesh

Gautam Head of the Dept., SVNIT. Sagar for

providing me the opportunity of doing the project report.

I would to express my deep sense of gratitude to

Miss. Neha Dubey, Lecturer for her valuable

guidance, advises, Cooperation & Constant

encouragement during the project preparation. She is

very supporting and without her help I would not have

completed my project report successfully.

PRATEEK MEHTAMBA 1st SEM.

I express my heartful thanks to Miss. Preeti Shukla,

Mr. Ashish Tiwari Miss. Ritu Khatri & Mr. Chaitanya

Kaushikya and to the staff of SVNIT, Parents and friends

for their kind support and suggestion.

I am very thankful to retailer and customer whom I

had approached for collection of necessary data and who

give their valuable time and comments, which were the

inputs for my survey.

Date:

Place:

Prateek Mehta

MBA 1ST Sem.

PREFACEPREFACE

The student of M.B.A. 1st Sem. has to undergo project report as a part

of their academic Course. “MARKETING STRATEGY OFMARKETING STRATEGY OF

REEBOK”REEBOK” is a part of this project report. Student has to do survey in the

market and gather information regarding their respective survey. The main

purpose of undergoing such a survey is to know the customer preference,

retailer opinion & analyzing this information to find out the Marketing

Strategy of Reebok.

The survey was conduct is Sagar city and much of the information is

taken through websites of Reebok Company. This report presents the

introduction of Reebok along with data analysis, interpretation, limitation,

suggestion and conclusion. The field survey was conduct with help of

questionnaire, personal interview in Sagar city and through Internet.

The main purpose of the survey is to determine the popularity of the

Reebok products and the customers & Retailers preference about Reebok in

Sagar City.