LOGO

COMPANY PROFILE

Founded in England in 1895 as J.W.

Foster and Sons, a manufacturer of track

shoes

Renamed Reebok in 1958.

North American distribution rights

purchased by Paul Fireman in 1979.

Fireman and a few investors bought the

parent company in 1984.

Vision Statement

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

Mission Statement

“At 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. ."

REEBOK HISTORY

1890-1930

J.W. Foster and Spikes of Fire

in the 1890s, Joseph William Foster made some of the first known running shoes with spikes in them.

1950-1980

A Gazelle Named Reebok, A Company on the Move

In 1958, two of the founder's grandsons started a companion company that came to be known as Reebok, named for an African gazelle.

1980‘s

By 1981, Reebok's sales exceeded $1.5 million.

In 1986, Reebok made its first strategic

acquisition, The Rockport Company.

1990's

Reebok began a transition from a company

identified principally with fitness and exercise to

one equally involved in sports.

2000-10

Reebok and the National Football League announced an exclusive partnership that serves as a foundation of the NFL’s consumer products business.

Reebok formed a long-term strategic partnership with the National Basketball Association.

Reebok launched Rbk Hockey, a new and innovative line of ultra-high performance hockey equipment.

In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide sporting goods industry landscape.

Reebok launched ZigTech, designed to conserve and return energy to the athlete for a soft and springy ride.

2011-12

In 2011, Reebok formed a long-term alliance with one of the biggest fitness movements of our time, CrossFit.

Reebok also announced its long-term partnership with producer, artist and designer Swizz Beatz.

Reebok also launched RealFlex.

Reebok India’s ex-MD, COO Bhagat arrested for fraud.

In the news -Reebok Hires Lancaster MBAs To Work On New Branding Strategy.

PRODUCT LINE

The product line of a Reebok retail outlet generally consists of sports accessories. The product line is divided into four sections:

1) Shoes

2) Apparels

3) Sports equipment

4) Exercising / health products

5) Personal grooming.

1) Shoes

Reeboks specialty is their shoes. They vary from shoes for every day use

to professional footwear. The outlet has around 4000 different types of

shoes. The outlet also sells floaters and sandals which have gained a

tremendous amount of popularity among the youth.

2) Apparels

These include T-Shirts & shirts, track suits, shorts, socks& caps which a

quiet popular among teenagers , sportsmen and professionals.

3) Sports Equipment

Sport equipment includes like Cricket bats & balls, Tennis balls and

gymnastic equipment.

4) Exercising / Health Products

It also sells exercising / health products like dumbles &weights, skipping

ropes etc. Recently Reebok has launched its Iverson Collection .

TYPES OF RETAILERS

This Reebok showroom is a specialty store and is a franchisee organization. The products are basically shoes , apparels, sports equipment, health products etc. The horizon of products is very limited, that is, there are only a few types of product.

According to the need of customers, specialty stores are further divided into

1. Single-line stores,

2. Limited-line stores and

3. Super- speciality stores

Narrow product line with a deep assortment , such as apparel

stores, sporting goods stores, furniture stores , florists, and

bookstores would be super specialty store ,clothing store

would be a single line store and a men’s clothing store would

be a limited line store.

Specialty Store:

Franchise Organization:

Contractual association between a franchiser (manufacturer,

wholesalers, service organization)and franchisees

(independent business people who buy the right to own and

operate one or more units in the franchise system).

Franchising has been prominent in dozens of product and

service areas.

MARKETING MIX

Winning companies will be those who can

meet customer needs economically and

conveniently and with effective

communication.

The marketing mix of Reebok has a focused

market. It also has been campaigning on the

product, price, promotion and place.

The Four P components of the

Market MixMarketing Mix

Product

Price Promotion

Place

TARGET

Market

Channels

Coverage

Assortment

s

Locations

Inventory

Transport

Promotion

Advertising

Sales Force

Public Relations

Direct Marketing

List Price

Discounts

Allowances

Payment

Period

Credit

Terms

Product

Variety

Quality

Design

Features

Brand Name

Packaging

Sizes

Services

Warranties

Returns

Promotion

Promotion includes all the activities the

company undertakes to communicate and

promote its products to the target market.

PRODUCT IMAGE

Identity and image needs to be

distinguished. Identity comprises the ways

that a company aims to identify or position

itself or its product.

The Reebok symbol represents Vector – an

animal similar to the Cheetah which runs

very fast.

PRODUCT MIX

Buyer’s point of view

From a buyer’s point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs.

Four Ps Four CsProduct Customer

Price Cost

Place Convenience

Promotion Communication

Athletic Shoe Market Share

R & DFocus on Fitness and Training

R&D teams at Reebok create footwear, apparel andhardware with the primary focus being on fitness andtraining.

Reebok Advanced Concepts (RAC) team, ensuresspecific concepts can be taken right through from initialidea to production.

Reebok’s R&D activities are primarily located inCanton/Massachusetts, USA, with collaboration partnersat Advanced Development Centres in China andVietnam, which focus on new technology developments,cutting-edge materials and treatments andmanufacturing solutions.

SWOT Analysis (Reebok International LTD)

Strength

The firm can predict the shoe market and come up with products that will create market.

Diversifies its products into the competitive market.

New technology makes the firm to be able to make better shoes.

The top firm in the shoe industry.

Utilize market research and development and try to find out consumer's preferences.

Able to enter into different markets and to gain market share from it.

Weakness

Reebok's current position in the apparel industry is not strong.

Go for too many segments, so company can't handle all of them well, and it may cause company to loss its market in the long run.

Put the company operation oversea may get company potential risks.

The company's non-Reebok brand footwear may be potential competitor for itself.

Opportunity

The market is big, and the increasing demand is expected.

Produce oversea will help company to cut down its cost on labour, and generate more margins on its products.

Newer Technology development or innovations can help company to get more profit and market share on its future products.

Extend its distribution network via its own subsidiaries or individual distributors will increase Reebok 's future sales.

Threats

The industry is controlled by fads and the fads are nearly not

predictable.

Reebok facing strong competitors in the casual market, and

competitor's products are trendy, fashionable, and fleshy.

Rapid changes in technology and consumer preference that

can occur in the footwear and apparel markets constitute

significant risk factors in the Company's operations.

The Company's other product lines also continue to confront

strong competition .

Related Facts

40 Main Footwear Factories in 8 Countries

600 Apparel Factories in 29 Countries

450 Raw Material Suppliers

27 Freight Forwarders

• Transportation modes include Ship, Truck, Rail and Air

34 Custom Brokers

Over 5,000 purchase orders placed each month

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QUESTIONS

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