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Presented By:VANDANADEEPIKAKIRANDEEP KAUR
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At Reebok , we see the world a little differently and
throughout our history have made our mark when
weve had the courage to challenge convention .
Reebok creates products and marketing programs
that reflect the brands unlimited creative
potential. ."
Mission Statement
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HISTORY
Reebok's United Kingdom-based ancestor company for athletes those wanted to run
fast.
In 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.
In 1985, Reebok completed its initial public offering (stock symbol is NYSE: RBK)
In 1990s, Reebok made a strategic commitment to align its brand with a select few of
the worlds most talented & exciting athletes.
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Reebok was the first multinational footwear company to enter India after the
liberalization of the country's economy .
Reebok started its operations in India in OCT 1995.when Reebok
international ltd. Entered into 80:20 joint venture with Delhi based Phoenix
overseas (Reebok India co.)
It offered 65 varieties of sports shoes & sport clothing such as T shirts,shorts in 5 exclusive stores in Delhi & Mumbai.
In august 2001,Reebok entered into retailing partnership with BATA India
for sale of Reebok & Rockport footwear in Bata outlets.
By 2001,Reebok,with 65 exclusive stores & 700 shop in shops in 78 cities.
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Company Overview
Reeboks principal business activity is to design, development &
worldwide marketing of high quality footwear, apparel & equipment.
Reebok is 3rd largest seller of athletic footwear and athletic apparel inthe world.
2004 Annual Sales = $4 billion
Reebok India commands a 51% market share in the premium sports
wear industry .
Over 500 exclusive Reebok Stores, 200 Shop in the shop outlets &
2500 dealer outlets.
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Reebok background
Multiple BrandsVariety of Product
Types
Footwear, apparel,fitness equipment,licensed watches,
bottled water, etc
Products may bemerchandised ascollections orassortments requiringcoordinated delivery
Products may requirespecial fixtures orcollateral promotionmaterial like posters,print ads, and store
signage
Multiple RetailChannels
Depart
ment stores
Sporting goods
Specialty retailers Company-owned stores
Licensees
Wholly-owned,
internationalSubsidiaries and
distributors
Sales in 140 countries
Internet
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Product in Offer
Running
Pink Ribbon
Sports equipments
Men's Styling
Women
Sportswear
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Athletic Wear Market Share
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QUESTION FOR DISSCUSION
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1) Strategies adopted by Reebok
Target Women : In 2001 Reebok India came up with a
set of salwar kurta as an exercise outfit for Indian women.
In summer 2002 Reebok launched womens collection,put forward its fitness line.
It also launched a range of personal fitness equipment
such as heart rate monitors, yoga mats, ankle weights,
dumbbells etc.
Targeting developing countries
Offering variety of products
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Strategies adopted by Reebok
Kids : in 2001 Reebok launched its new footwear range called Reebok kids.
In 2001, Reebok conducted a promotion campaign, where by with every
purchase of shoes worth rs.1,490 or above, kids got a pair of sandals free.
Another scheme is on buying Reebok products worth Rs 1500 or more,
one stood the chance of winning a free cricket camp with RAHUL DARVID.
Launched aerobics programs for students in 6th to 9th standard
to create awareness among fitness.
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CAN REEBOKs STRATEGIES SUSTAIN ITS LEAD
POSITION IN FUTURE?
We cant say that it will sustain its position in future also. Because
Adidas & Nike has also entered into Indian market.
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2)
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SWOT ANALYSIS
Strengths : Weaknesses
Research and developmentMarketingOutsourcingName recognition
Y2K+ ReadinessFinancials
Dependency on
Footwear salesInefficiencies within
ManagementRely on Retail
sales stores to sell.
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B.C.G MATRICS
Greg NormanGreg Norman
ReebokReebokintl ?Athletic footwearAthletic footwearDMX2000DMX20003D Ultralite3D UltraliteROCKPORT
AVIA
Relative Market ShareRelative Market Share
Marke
tGro
wth
Rate
Marke
tGro
wth
Rate
LowLowHighHigh
HighHigh
LowLow
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Michael Porters Five Force Model
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Contribution to Energy Conservation
Shopping Bags
Energy Audits
Optimum Utilization of
Energy in stores
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Transformation of a 113 year Old Company
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Consumer Behavior
Cultural Factors
Social Factors
Economic Factors
Product Factors
Demographic Factors
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25.86
37.07
19.83
7.76
9.48
0
5
10
15
20
25
30
35
40
500-999 1000-1999 2000-2999 3000-3999 4000 +
Readiness to Pay
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Sources
Reebok.com
KPMG-FICCI Report http://www.indiainbusiness.nic.in/
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Questions & Comments