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Reebok What is Reebok tomorrow? Fulfilling Potential Sung Yeon - Min Kyung - Laura Nyyssölä © 2011 dot2dot – connecting your ideas into 1

Reebok - Tomorrow

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The second school project about Reebok made in advertising class.

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  • 1. Reebok Fulfilling PotentialWhat is Reebok tomorrow?Sung Yeon - Min Kyung - Laura Nyyssl 2011 dot2dot connecting your ideas into 1
  • 2. Reebok What is Reebok tomorrow?CONTENTS 1. Situational analysis 2. Current problems 3. Focus Group Interview 4. Strategic Planning 5. IMC Theme 6. Campaigns x3 7. Media Budget 8. Effect Measure 9. Video 2011 dot2dot connecting your ideas into 1
  • 3. Reebok What is Reebok tomorrow?SITUATIONAL ANALYSIS Where is Reebok situated currently? Fulfilling potential Courage to challenge convention Celebrating individuality Having FUN ! 2011 dot2dot connecting your ideas into 1
  • 4. Reebok What is Reebok tomorrow?CURRENT PROBLEMS & IMPROVEMENT SUGGESTIONS Exaggerated advertisements A more natural approach Controversial and confusing Stay with Reebok product names The current consumer segment Can be made stronger, is good BUT improve customer loyalty Can be broadened, find new market segments Forecasting the future trends Love: The RED campaign Ecofriendly: The GREEN campaign Community: The YELLOW campaign 2011 dot2dot connecting your ideas into 1
  • 5. Reebok What is Reebok tomorrow?FOCUS GROUP INTERVIEW Effective. Really I can walk everyday comfortable walking Comfortable but hot. with Easytone. Diet shoes. (Reetone) Bottom is slippery. effect. (Reetone) - Female, 30 4 cm height (Reetone) - Female, 27 - Female, 24 effect, light, activity, looks good with jeans. (Zightech) - Male, 23 Red color is cute, 76 sensors are really Hot pink color is cute. comfortable, flexible Like the zigzag . (Realflex) shape, cushion, soft and - Female, 25 relaxed. (Zightech) - Female, 21 What is good/bad about Reebok? Why did you choose Reebok? 2011 dot2dot connecting your ideas into 1
  • 6. Reebok What is Reebok tomorrow? STRATEGIC PLANNING 2012: One year long planMarketing To increase customer loyaltyobjective To penetrate new market segments Showing a true and trustworthy image of Reebok Building long-term relationships Strategies Showing we care, sustainability Remaining fun and individual! Tactics Campaigns x3 targeted at different segments 2011 dot2dot connecting your ideas into 1
  • 7. Reebok What is Reebok tomorrow?IMC THEME Be in a relationship Be in a relationship Be in a relationship RELATIONSHIP: make a relationship with the nature, with your family, with the community Relationships are important in Korea, Asia! Reebok: the consumer is in a relationship with the brand/company Consumer: He/She is in a relationship with nature/family/community through the brand What does it mean to be in a relationship? Colorful marketing? - To care for something RED (April-May) : in a relationship with family - To love something GREEN (June-August) : in a relationship with nature - To respect something YELLOW (October-December): in a relationship with - To have fun together the community - To do things together - Every relationship is unique 2011 dot2dot connecting your ideas into 1
  • 8. Reebok What is Reebok tomorrow?IMC THEME Relationship communication Reebok Family Sports Nature Community 2011 dot2dot connecting your ideas into 1
  • 9. Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY Women 20s TV, magazine, OOH Feel; emotion New: women 30-40 Love Family month (May) Right exercise Feet support your entire body Prevents joint inflammation (knees) .. Head, shoulders, knees and toes lalalaaa Promotion: Bring your mother (with red clothes) and get 30% discount
  • 10. Once upon a time somewhere in the beautiful land of South Korea at the beginningof May 2012 Daughter is Her going out mother, who on a date suffers from with her joint boyfriend inflammation, notices the shoes her daughter left in the corridor Mother Daughter tries on comes back daughters after a walking wonderful shoes for a date walk
  • 11. She sees a memo fromher mother on herReebok shoes Immediately she decides to order her mother a new pair of Reebok walking shoes for the upcoming parents day
  • 12. The next day Delivery Daughter man rings hears the the bell doorbell from the delivery and opens the door Shoes are Finally delivered daughter is able to give her mother a pair of new walking shoes from Reebok!
  • 13. Mother is delighted for the present and they have a happy time together!A couple hours later in the amazing world of social networking services Daughters friend (Daughter2) reads about the happy story and I should buy comes up with Reebok shoes an idea for my mom also!
  • 14. Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY 2011 dot2dot connecting your ideas into 1
  • 15. Reebok What is Reebok tomorrow?GREEN CAMPAIGN - NATURE Newspaper, magazines All generations Act; behavior , OOH Ecofriendly Care about the nature Sustainability and environmental issues Promoting the natural movement of the foot Recycled shoe boxes and materials in the shoe Marathon in unique but natural environments 2011 dot2dot connecting your ideas into 1
  • 16. Reebok What is Reebok tomorrow?GREEN CAMPAIGN - NATURE 2011 dot2dot connecting your ideas into 1
  • 17. Reebok What is Reebok tomorrow?YELLOW CAMPAIGN - COMMUNITY Younger generations Internet, Social media Connect; association 20-30 Community & Friendship Having fun Providing balance and energy efficiency Club party sponsored by Reebok! Come in with Reebok sneakers, get in free + free drinks Come in with high heels (not recommended), pay entrance fee A winning(lucky) number for everyone, prize Reebok sneakers Famous DJs 2011 dot2dot connecting your ideas into 1
  • 18. Reebok What is Reebok tomorrow?YELLOW CAMPAIGN - COMMUNITY 2011 dot2dot connecting your ideas into 1
  • 19. Reebok What is Reebok tomorrow?MARKETING BUDGET IMC theme video Airing : 3 hundred million per month (for all areas) RED Bus : unit cost per month is 5~600,000 won Subway : unit cost per month is 2~6million (screen door) SA time TV commercial 30 million won Consumer created content save costs!! Production 10 million GREEN Arranging a marathon : 10 million won Newspaper advertising : publication cost is 37million OOH advertising : 15 million Recycled shoe boxes : 3 million won YELLOW Party 40 million won 2011 dot2dot connecting your ideas into 1
  • 20. Reebok What is Reebok tomorrow?EFFECT MEASURE Increase in sales Number of people visiting the stores Survey after purchasing shoes (get discount) Increase of market share compared to previous year The increased number of Facebook fans and users on brand page Visitors on Reebok homepage 2011 dot2dot connecting your ideas into 1
  • 21. http://www.youtube.com/watch?v=yTflUxeNbC0