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A STUDY ON BRAND POSITIONING OF REEBOK LTD
PROJECT REPORT
Submitted by
NITHIYANANTHAM. V.S
(0935F1334)
Guided by
Prof. A. LATHA B.sc, MBA, M.Phil
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
G. R DAMODARAN ACADEMY OF MANAGEMENT
(Approved by the All India Council for Technical Education
and affiliated to Bharathiar University)
An ISO 9001:2000 Certified Institution
Avanashi Road, Civil Aerodrome Post, Neelambur
Coimbatore- 641014
CHAPTER: 1
ABOUT REEBOK
Reebok is an American-inspired, global brand that creates and markets sports and
lifestyle products built upon a strong heritage and authenticity in sports, fitness and
women’s categories. The brand is committed to designing products and marketing
programs that reflect creativity and the desire to constantly challenge the status quo.
REEBOK'S VISION
Fulfilling Potentials
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.
REEBOK'S MISSION
Always challenge and lead through creativity
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's
J.W. Foster and Spikes of Fire
Reebok'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."
1950-1980
A Gazelle Named Reebok
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. 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's
By 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 world’s 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.
2000
In 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.
2008
Reebok’s global marketing campaign, ‘Your Move’ launched in March of 2008 and
evolved Reebok’s positioning as the brand that celebrates individuality and supports
those who choose to do things their way. Expressed as a global brand campaign, ‘Your
Move’ was an invitation to people to do it their way in sport and in life. The ‘what’s your
move?’ ad was a literal expression of this philosophy: key assets including Thierry Henry
and Alexander Ovechkin showed us their moves and invited consumers to show us theirs.
In the summer of 2008, Reebok and driving ace Lewis Hamilton announced a multi-year
partnership at a spectacular 3-D event in Amsterdam, home of Reebok’s European
Headquarters. At the event, Reebok unveiled “The Athlete within the Driver,” gave
media a rare insight into Hamilton’s demanding fitness regime. Hamilton revealed how
Reebok’s Smoothfit training footwear and apparel range helped him to train better than
ever before.
2009
In February 2009, Reebok launched the Jukari Fit to Fly workout, the first in a series of
initiatives to come out of a new, long-term partnership with Cirque du Soleil. Jukari Fit to
Fly makes fitness fun again by introducing a new way to move. The workout has been
created on a specially-designed piece of equipment called the FlySet. The result is a
workout that gives the sensation of flying while strengthening and lengthening the body
through cardio, strength, balance and core training.
Also in 2009, Reebok made a pledge to tone the butts and legs of women around the
world with its innovative Easy Tone footwear. Featuring first-of-its-kind balance pod
technology, the shoe generates incredible results thanks to proprietary technology
invented by a former NASA engineer.
Available Competitors of Reebok
Nike
Puma
Adidas
Fila
REEBOK’s Business Strategy
REEBOK’s goal is to be “The Most Desirable Sport lifestyle Company”. Along its
charted course REEBOK makes use of the opportunities offered by the sport lifestyle
market to strengthen its position in all categories and regions as one of the few multi-
category brands. Selected categories and divisions are being developed with a view to
achieving permanent value increases through unique brand positioning. REEBOK is a
sport lifestyle brand where product categories originate in Sport before being continued
in Lifestyle and on through to Fashion.
From the current perspective, based on the strategic objectives and related expansion
targets, the long-term potential of the company is estimated to be € 4 billion in sales. This
long-term strategic objective is to be achieved through:
Expansion of product categories Regional expansion Expansion with non-REEBOK brands
Expansion of Product Categories
The expansion of product categories involves both growth in already existing categories
and entering into new categories. The expansion of the existing product categories will be
driven by a product offensive that covers the entire sport lifestyle spectrum from sports to
fashion. In addition, REEBOK will also expand into new categories with promising
growth potential. These will mostly be product categories which distinguish the
REEBOK brand from the market and from competition in a unique manner.
Regional Expansion
In addition to the expansion of product categories, REEBOK aims at regional expansion
both in the wholesale and in its own retail business. Expansion of the shop-in-shop
systems and other sales promoting instruments will help to intensify business
relationships with existing trading partners and thus further increase the presence and
visibility of the REEBOK brand. A further goal is to terminate or prematurely redeem the
major distribution licenses and to consolidate the business.
This should lead to more rapid exploitation of existing brand potential in the respective
markets and its subsequent conversion into profitable growth. In the already strongly
developed markets, in particular, REEBOK’s retail stores will not only serve as a unique
window for the brand, but will also offer the possibility to react swiftly to new trends and,
as a consequence, to offer innovative products on the market at an early stage. The
targeted expansion strategy in conjunction with the more pronounced verticalization of
business processes should lead to further strengthening and expansion of the share of
retail operations in consolidated sales.
Expansion with Non-REEBOK Brands
In addition to the brand Trenton (since 2001) REEBOK does not rule out expansion with
non-REEBOK brands. Further acquisitions may follow if, after thorough evaluation and
examination, they can contribute to a sustained value increase for the Company.
R&D activities at Reebok focus on comfort and fit
R&D teams at Reebok create footwear, apparel and hardware with the primary focus on
developing products that provide maximum performance, comfort and fit for the consumer.
Teams are structured along the brand’s product category focus in addition to certain cross-
category groups such as the Reebok Advanced Concepts (RAC) team. Activities are primarily
located in Canton/Massachusetts, USA to facilitate close collaboration with the respective
product marketing teams. In order to include production considerations early in the process, a
new development centre was opened in Vietnam close to the brand’s sourcing base in the middle
of 2009.
Head Office
Reebok (UK)
Head OfficeLA1 1GF - LancasterLancashireTel: 0870-242 7300Fax: 01524 580200
CHAPTER: 2
Brand
An identifying symbol, words, or mark that distinguishes a product or company from its
competitors. Usually brands are registered (trademarked) with a regulatory authority and so
cannot be used freely by other parties. For many products and companies, branding is an
essential part of marketing.
Branding
Branding refers to what your customers think or feel when they hear a specific word or how you
perceive their products as sleek and innovative.
Brand Positioning
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others.
It is ensures that all brand activity has a common aim; is guided, directed and delivered by the
brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.
Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it
occupies a distinctive place and value in the target customer’s mind.
Brand Positioning Basics
Positioning is something (perception) that happens in the minds of the target market.
It is the aggregate perception the market has of a particular company, product or service in
relation to their perceptions of the competitors in the same category.
It will happen whether or not a company's management is proactive, reactive or passive about the
on-going process of evolving a position.
But a company can positively influence the perceptions through enlightened strategic actions.
In marketing, positioning has come to mean the process by which marketers try to create an
image or identity in the minds of their target market for its product, brand, or organization. It is
the 'relative competitive comparison' their product occupies in a given market as perceived by
the target market.
Re-positioning involves changing the identity of a product, relative to the identity of competing
products, in the collective minds of the target market.
De-positioning involves attempting to change the identity of competing products, relative to the
identity of your own product, in the collective minds of the target market.
The Process of Positioning
Generally, the product positioning process involves:
Defining the market in which the product or brand will compete (who the relevant buyers
are)
Identifying the attributes (also called dimensions) that define the product 'space'
Collecting information from a sample of customers about their perceptions of each
product on the relevant attributes
Determine each product's share of mind
Determine each product's current location in the product space
Determine the target market's preferred combination of attributes (referred to as an ideal
vector)
Examine the fit between:
The position of your product
The position of the ideal vector
Position.
The process is similar for positioning your company's services.
Services, however, don't have the physical attributes of products - that is, we can't feel
them or touch them or show nice product pictures.
CHAPTER: 3
RESEARCH DESIGN & RESEARCH METHODOLOGY
Research is an academic activity and as such the term should be used in a technical
Sense. It comprises of defining and redefining problems, formulating hypothesis or
Suggested solutions; collecting, organizing and evaluating data; making deduction
And reaching conclusions; and at last carefully testing the conclusions to
Determine whether they fit the formulating hypothesis.
The word ‘method’ indicates the mode or the way of accomplishing an end. The
modern world is fond of scientific inventions and seeks a scientific out look to
everything.
Any scientific approach should have a method or an outline to be followed to attain a
particular goal only through a systematic procedure we can think of accuracy and clear-
cut condition. There is no discipline without a method.
RESEARCH DESIGN:
Research design is a systematic planning of research, usually including the formulation of
strategy to resolve a particular question; the collection and recording of the evidence; the
processing and analysis of these data and their interpretation; and the publication of results.
SAMPLING DESIGN
SAMPLE SIZE
Sample unit to be taken is 200.
SAMPLING TECHNIQUE
Convenience sampling
TOOLS USED FOR DATA COLLECTION
1. Primary data collection:
Questionnaire
Direct interview
2. Secondary data collection:
References of magazines, company journals & some project reports are used for
secondary data collection.
TOOLS FOR ANALYSIS AND INTERPERTATION
The tools for the analysis were collected in the following manner:-
Percentage analysis is used to describe the frequency of the response
Rank Correlation Method
Chi square testing
ANALYSIS AND INTERPRETATION
TABLE NO: 1
Table showing the qualification of the respondents
S.NO PARTICULARS FREQUENCY PERCENT
1 10th 12 6.0
2 12th 40 20.0
3 UG 80 40.0
4 PG 68 34.0
Total 200 100.0
INFERENCE:
From the table, it is clear that 40% people are belongs to UG, 34% are belongs to PG,
20% are belongs to 12th, 6% are belongs to 10th.
CHART NO: 1
10th 12th ug pg0
5
10
15
20
25
30
35
40
45
6
20
40
34
qualification of the respondents
qualification of the respondents
Percentage
TABLE NO: 2
Table showing the occupation of the respondents
S.NO PARTICULARS FREQUENCY PERCENT
1 Student 52 26.0
2 Employee 40 20.0
3 Professionals 72 36.0
4 Business 36 18.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 36% of respondents are belongs to professionals,
26% are belongs to student, 20% are belongs to employee and 18% are belongs to business
people.
CHART NO: 2
Student Employee Professionals Business0
5
10
15
20
25
30
35
40
Occupation of the Respondents
Occupation of the respondents
Percentage
TABLE NO: 3
Table showing the income of the Respondents
S.NO PARTICULARS FREQUENCY PERCENT
1 Below 5000 52 26.0
2 5000 – 10000 24 12.0
3 10000 – 15000 76 38.0
4 Above 15000 48 24.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 38% respondents get salary from 10000 to 15000,
26% are get below 5000, 24% are get above 15000 and 12% are get from 5000 to 10000.
CHART NO: 3
Below 5000 5000 – 10000 10000 – 15000 Above 150000
5
10
15
20
25
30
35
40
Income of the Respondents
income of the respondents
percentage
TABLE NO: 4
Table showing that the marital status of the Respondents
S.NO PARTICULARS FREQUENCY PERCENT
1 Single 112 56.0
2 Married 88 44.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 56% of respondents are single and 44% respondents
are married.
CHART NO: 4
Single56%
Married44%
Marital Status
TABLE NO: 5
Table showing that the respondents are a member in the sports club
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 168 84.0
2 No 32 16.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 84% of respondents are members in the sports club
and 16% are not a member.
CHART NO: 5
Yes84%
No16%
Member in Sports Club
TABLE NO: 6
Table showing that the identification of the brand caption (impossible is nothing) of addidas
S.NO PARTICULARS FREQUENCY PERCENT
1 Addidas 152 76.0
2 Wrong 20 10.0
3 Nil 28 14.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 76% of respondents are aware of addidas caption,
10% are predicted wrongly and 14% didn’t answer anything.
CHART NO: 6
Addidas Wrong Nil0
1020304050607080
Identification of the brand caption (impossible is nothing) of addidas
identification of the brand caption (impossible is nothing) of addidas
Percentage
TABLE NO: 7
Table showing that the identification of the brand caption (changes everything) of puma
S.NO PARTICULARS FREQUENCY PERCENT
1 Puma 76 38.0
2 Wrong 52 26.0
3 Nil 72 36.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 38% respondents are aware of puma caption, 36%
didn’t answer anything and 26% are predicted wrongly.
CHART NO: 7
PumaWrong
Nil
0
10
20
30
40
identification of the brand caption (changes everything) of puma
identification of the brand caption (changes everything) of puma
Percentage
TABLE NO: 8
Table showing that the identification of the brand caption (just do it) of Nike
S.NO PARTICULARS FREQUENCY PERCENT
1 Nike 152 76.0
2 Wrong 28 14.0
3 Nil 20 10.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 76% respondents are aware of the brand caption of
Nike, 14% are predicted wrongly and 10% didn’t answer anything.
CHART NO: 8
NikeWrong
Nil
0
10
20
30
40
50
60
70
80
identification of the brand caption (just do it) of nike
identification of the brand caption (just do it) of nike
Percentage
TABLE NO: 9
Table showing that the identification of the brand caption (your move) of Reebok
S.NO PARTICULARS FREQUENCY PERCENT
1 Reebok 92 46.0
2 Wrong 4 2.0
3 Nil 104 52.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 52% respondents didn’t answer anything, 46% are
aware of brand caption of Reebok and 2% are predicted wrongly.
CHART NO: 9
REEBOK Wrong Nil0
10
20
30
40
50
60
identification of the brand caption (your move) of reebok
identification of the brand caption (your move) of reebok
Percentage
TABLE NO: 10
Table showing that the identification of the brand caption (air) of Nike
S.NO PARTICULARS FREQUENCY PERCENT
1 Nike 116 58.0
2 Wrong 28 14.0
3 Nil 56 28.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 58% respondents are aware of brand caption of Nike,
28% didn’t answer anything and 14% are predicted wrongly.
CHART NO: 10
Nike Wrong Nil0
10
20
30
40
50
60
70
identification of the brand caption (air) of nike
identification of the brand caption (air) of nike
Percentage
TABLE NO: 11
Table showing that the identification of the brand caption (Ferrari drifts) of puma
S.NO PARTICULARS FREQUENCY PERCENT
1 Puma 64 32.0
2 Wrong 56 28.0
3 Nil 80 40.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 40% respondents didn’t answer anything, 32% are
aware of brand caption of puma and 28% are predicted wrongly.
CHART NO: 11
puma wrong Nil05
1015202530354045
identification of the brand caption (Ferrari drifts) of puma
identification of the brand caption (Ferrari drifts) of puma
Percentage
TABLE NO: 12
Table showing that the identification of the brand caption (Originals) of
addidas
S.NO PARTICULARS FREQUENCY PERCENT
1 Addidas 76 38.0
2 Wrong 48 24.0
3 Nil 76 38.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 38% respondents are aware of brand caption of
addidas, 38% didn’t answer anything and 24% are predicted wrongly.
CHART NO: 12
Addidas38%
Wrong24%
Nil38%
identification of the brand caption (Originals) of addidas
TABLE NO: 13
Table showing that the identification of the brand caption (all conditional games) of Nike
S.NO PARTICULARS FREQUENCY PERCENT
1 Nike 108 54.0
2 Wrong 40 20.0
3 Nil 52 26.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 54% of respondents are aware of brand caption of
Nike, 26% of respondents didn’t answer anything and 20% are predicted wrongly.
CHART NO: 13
NikeWrong
Nil
0
10
20
30
40
50
60
identification of the brand caption (all condi-tional games) of nike
identification of the brand caption (all conditional games) of nike
Percentage
TABLE NO: 14
Table showing that the identification of the brand caption (high pump) of Reebok
S.NO PARTICULARS FREQUENCY PERCENT
1 Reebok 106 53.0
2 Wrong 30 15.0
3 Nil 64 32.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 53% respondents are aware of brand caption of
Reebok, 32% didn’t answer anything and 15% are predicted wrongly.
CHART NO: 14
ReebokWrong
Nil
0
10
20
30
40
50
60 53
15
32
identification of the brand caption (high pump) of Reebok
identification of the brand caption (high pump) of Reebok
Percentage
TABLE NO: 15
Table showing that the identification of brand image of puma
S.NO PARTICULARS FREQUENCY PERCENT
1 Puma 148 74.0
2 Wrong 12 6.0
3 Nil 40 20.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 74% of respondents are aware of brand image of
puma, 20% respondents didn’t answer anything and 6% respondents only predicted it wrongly.
CHART NO: 15
PumaWrong
Nil
0
10
20
30
40
50
60
70
80 74
6
20
identification of brand image of puma
TABLE NO: 16
Table showing that the identification of brand image of Reebok
S.NO PARTICULARS FREQUENCY PERCENT
1 Reebok 192 96.0
2 Wrong 2 1.0
3 Nil 6 3.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 96% of respondents are aware of brand image of
Reebok, 3% didn’t answer anything and only one percent of respondent has been predicted
wrongly.
CHART NO: 16
Reebok Wrong Nil0
20
40
60
80
100
120
96
1 3
identification of brand image of Reebok
identification of brand image of Reebok
Percentage
TABLE NO: 17
Table showing that the identification of brand image of addidas
S.NO PARTICULARS FREQUENCY PERCENT
1 Addidas 194 97.0
2 Wrong 4 2.0
3 Nil 2 1.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 97% of respondents are aware of brand image of
addidas, 2% respondents are wrongly predicted and only one percent of respondent didn’t answer
anything.
CHART NO: 17
Addidas Wrong Nil0
20
40
60
80
100
120
97
2 1
Identification of brand image of addidas
Identification of brand image of addidas
Percentage
TABLE NO: 18
Table showing that the identification of brand image of Nike
S.NO PARTICULARS FREQUENCY PERCENT
1 Nike 196 98.0
2 Wrong 2 1.0
3 Nil 2 1.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 98% of respondents are aware of brand image of
Nike, only 2% of respondents didn’t answer anything.
CHART NO: 18
Nike Wrong Nil0
20
40
60
80
100
120
98
1 1
identification of brand image of Nike
identification of brand image of Nike
Percentage
TABLE NO: 19
Table showing that the preference of brand ambassador for sports product
S.NO PARTICULARS FREQUENCY PERCENT
1 Ordinary person 16 8.0
2 Sports person 116 58.0
3 Cinema personality 52 26.0
4 others 16 8.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 58% of respondents are prefer sports person, 26% of
respondents are prefer cinema personality, 8% are prefer ordinary person and remaining 8% are
prefer others.
CHART NO: 19
Ordinary person8%
Sports person58%
Cinema per-sonality
26%
others8%
preference of brand ambassador for sports product.
TABLE NO: 20
Table showing that the preference of respondents for brand ambassadors on specific with sports apparels
S.NO PARTICULARS FREQUENCY PERCENT
1 Ordinary person 4 2.0
2 Sports person 136 68.0
3 Cinema personality 48 24.0
4 others 12 6.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 68% of respondents are prefer sports person, 24% of
respondents are prefer cinema personality, 6% are prefer others and only 2% of respondents are
prefer ordinary person.
CHART NO: 20
Ordinary person Sports person Cinema personality others0
10
20
30
40
50
60
70
preference of respondents for brand am-bassadors on specific with sports apparels
preference of respondents for brand ambassadors on specific with sports apparels
percentage
TABLE NO: 21
Table showing that the respondents awareness of brand ambassador of Reebok
S.NO PARTICULARS FREQUENCY PERCENT
1 Dhoni 112 56.0
2 Wrong 36 18.0
3 Nil 52 26.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 56% of respondents are aware of the brand
ambassador of Reebok, 26% were not answer anything and 18% are predicted wrongly.
CHART NO: 21
Dhoni Wrong Nil0
10
20
30
40
50
60
5618 26
respondents awareness of brand ambassador of reebok
respondents awareness of brand ambassador of reebok
Percebtage
TABLE NO: 22
Table showing that the respondents reason for using the particular brand
S.NO PARTICULARS FREQUENCY PERCENT
1 Prestige issue 23 11.5
2 Cost worthiness 57 28.5
3 Less in cost 56 28.0
4 Brand image 64 32.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 32% of respondents use the product for brand image,
28.5% of respondents are use it for cost worthiness, 28% of respondents are use it for less in cost
and 11.5% are of prestige issue.
CHART NO: 22
Prestige issue Cost worthiness Less in cost Brand image0
5
10
15
20
25
30
35
respondents reason for using the particular brand
respondents reason for using the particular brand
Percentage
TABLE NO: 23
Table showing that superior of Reebok in terms of quality than others
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 132 66.0
2 No 68 34.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 66% of respondents are superior of Reebok in terms
of quality than others and 34% are superior of others products.
CHART NO: 23
Yes66%
No34%
superior of Reebok in terms of quality than others
TABLE NO: 24
Table showing that superior of Reebok in cost of effective than others
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 140 70.0
2 No 60 30.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 70% of respondents are superior of Reebok in cost of
effectiveness than others and 30% are superior of other products.
CHART NO: 24
Yes70%
No30%
superior of Reebok in cost of effective than others
TABLE NO: 25
Table showing that superior of Reebok in durability than others
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 92 46.0
2 No 108 54.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 54% of respondents are superior of other products
and 46% are superior of Reebok in durability than others.
CHART NO: 25
Yes46%
No54%
superior of Reebok in durability than others
TABLE NO: 26
Table showing that superior of Reebok in reliability than others
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 108 54.0
2 No 92 46.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 54% of respondents are superior of Reebok in
reliability than others and 46% are superior of other products.
CHART NO: 26
Yes54%
No46%
superior of Reebok in reliability than others
TABLE NO: 27
Table showing that superior of Reebok in discount than others
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 112 56.0
2 No 88 44.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 56% of respondents are superior of Reebok in
discount than others and 44% are superior of other products.
CHART NO: 27
Yes56%
No44%
superior of Reebok in discount than others
TABLE NO: 28
Table showing that superior of Reebok in prestigious product than
others
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 148 74.0
2 No 52 26.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 74% of respondents are superior of Reebok in
prestigious product than others and 26% are superior of other products.
CHART NO: 28
Yes74%
No26%
superior of Reebok in prestigious product than others
RANKReebok Nike Adidas Puma
Frequency
Percent
Frequency
Percent
Frequency
Percent
Frequency
Percent
1 44 22.0 48 24.0 72 36.0 36 18.0
2 40 20.0 56 28.0 64 32.0 40 20.0
3 68 34.0 40 20.0 24 12.0 68 34.0
4 48 24.0 56 28.0 40 20.0 56 28.0
TOTAL
200 100 200 100 200 100 200 100
TABLE NO: 29
TABLE SHOWING THE RESPONDENTS RANK FOR QUALITY OF ALL BRANDS
INTERPRETATION:
From the above table, we infer that 24.0 percent of respondents have said that Reebok is a third
good quality product and 24% of respondents have said that it is fourth good quality product
whereas 22% have said that it is a first good quality product and 20% of respondents have said
that Reebok is a second good quality product in the market.
From the above table, we infer that 28.0% of respondents have said that Nike is a second and
fourth good quality product whereas 24% have said that it is a first good quality product and
20% of respondents have said that Nike is a third good quality product in the market .
From the above table, we infer that 36.0 percent of respondents have said that Addidas is a first
good quality product and 32% of respondents have said that it is second good quality product
whereas 20% have said that it is a fourth good quality product and 12% of respondents have said
that Addidas is a third good quality product in the market.
From the above table, we infer that 34.0 percent of respondents have said that Puma is a third
good quality product and 28% of respondents have said that it is fourth good quality product
whereas 20% have said that it is a second good quality product and 12% of respondents have
said that Puma is a first good quality product in the market.
CHART NO: 29
RANK1RANK2
RANK3RANK4
0
5
10
15
20
25
30
35
40
respondents rank for quality of all brands
REEBOKNIKEADDIDASPUMA
Percentage
TABLE NO: 30
Table showing that respondents rank for cost effectiveness of all brands
RANKReebok Nike Adidas Puma
Frequency Percent Frequency PercentFrequenc
yPercent Frequency Percent
1 56 28.0 48 24.0 80 40.0 16 8.0
2 64 32.0 44 22.0 28 14.0 64 32.0
3 44 22.0 52 26.0 52 26.0 52 26.0
4 36 18.0 56 28.0 40 20.0 68 34.0
TOTAL
200 100 200 100 200 100 200 100
INTERPRETATION:
From the above table, we infer that 32% of respondents have said that Reebok is a second cost
effective product and 24% of respondents have said that it is first cost effective product whereas
22% have said that it is a third cost effective product and 18% of respondents have said that
Reebok is a fourth cost effective product in the market.
From the above table, we infer that 28% of respondents have said that Nike is a fourth cost
effective product and whereas 26% have said that it is a third cost effective product and 24% of
respondents have said that Nike is a first cost effective product and 22% of respondents have said
Nike is a fourth cost effective product in the market.
From the above table, we infer that 40% percent of respondents have said that addidas is a first
cost effective product and 26% of respondents have said that it is third cost effective product
whereas 20% have said that it is a fourth cost effective product and 14% of respondents have
said that Addidas is a fourth cost effective product in the market.
From the above table, we infer that 34% percent of respondents have said that puma is a fourth
cost effective product and 32% of respondents have said that it is second cost effective product
whereas 26% have said that it is a third cost effective product and 8% of respondents have said
that puma is a first cost effective product in the market.
CHART NO: 30
RANK1 RANK2 RANK3 RANK40
5
10
15
20
25
30
35
40
45
chart showing that respondents rank for cost effectiveness of Reebok
REEBOKNIKEADIDASPUMA
percentage
TABLE NO: 31
Table showing that respondents rank about discount of all brands
RANKReebok Nike Adidas Puma
Frequency Percent Frequency PercentFrequenc
yPercent Frequency Percent
1 60 30.0 64 32.0 56 28.0 32 16.0
2 64 32.0 56 28.0 44 22.0 40 20.0
3 56 28.0 32 16.0 40 20.0 56 28.0
4 20 10.0 48 24.0 60 30.0 72 36.0
TOTAL
200 100 200 100 200 100 200 100
INTERPRETATION:
From the above table, we infer that 32% of respondents have said that Reebok is a second
discountable product and 30% of respondents have said that it is first discountable product
whereas 28% have said that it is a third discountable product and 10% of respondents have said
that Reebok is a fourth discountable product in the market.
From the above table, we infer that 32% of respondents have said that Nike is a first
discountable product whereas 28% have said that it is a second discountable product and 24% of
respondents have said that Nike is a fourth discountable product and 16% of respondents have
said Nike is a third discountable product in the market.
From the above table, we infer that 30% of respondents have said that Addidas is a fourth
discountable product and 28% of respondents have said that it is first discountable product
whereas 22% have said that it is a second discountable product and 20% of respondents have
said that Addidas is a third discountable product in the market.
From the above table, we infer that 36% of respondents have said that puma is a fourth
discountable product and 28% of respondents have said that it is third discountable product
whereas 20% have said that it is a second discountable product and 16% of respondents have
said that puma is a third discountable product in the market.
CHART NO: 31
RANK1 RANK2 RANK3 RANK40
5
10
15
20
25
30
35
40
chart showing that respondents rank about discount of all brands
REEBOKNIKEADIDASPUMA
percentage
TABLE NO: 32
Table showing that respondents rank about reliability of all brands
RANKReebok Nike Adidas Puma
Frequency Percent Frequency PercentFrequenc
yPercent Frequency Percent
1 76 38.0 32 16.0 60 30.0 32 16.0
2 24 12.0 60 30.0 68 34.0 48 24.0
3 48 24.0 44 22.0 28 14.0 80 40.0
4 52 26.0 64 32.0 44 22.0 40 20.0
TOTAL
200 100 200 100 200 100 200 100
INTERPRETATION:
From the above table, we infer that 38% of respondents have said that Reebok is a first reliable
product and 26% of respondents have said that it is fourth reliable product whereas 24% have
said that it is a third reliable product and 12% of respondents have said that Reebok is a second
reliable product in the market.
From the above table, we infer that 32% of respondents have said that Nike is a fourth reliable
product whereas 30% have said that it is a second reliable product and 22% of respondents have
said that Nike is a third reliable product and 16% of respondents have said Nike is a fourth
reliable product in the market.
From the above table, we infer that 34% of respondents have said that Addidas is a second
reliable product and 30% of respondents have said that it is first reliable product whereas 22%
have said that it is a fourth reliable product and 14% of respondents have said that Addidas is a
third reliable product in the market.
From the above table, we infer that 40% of respondents have said that puma is a third reliable
product and 24% of respondents have said that it is second reliable product whereas 20% have
said that it is a third reliable product and 16% of respondents have said that puma is a first
reliable product in the market.
CHATR NO: 32
RANK1 RANK2 RANK3 RANK40
5
10
15
20
25
30
35
40
45
chart showing that respondents rank about re-liability of all brands
REEBOKNIKEADIDASPUMA
percentage
TABLE NO: 33
Table showing that respondents rank about durability of all brands
RANKReebok Nike Adidas Puma
Frequency Percent Frequency PercentFrequenc
yPercent Frequency Percent
1 60 30.0 56 28.0 48 24.0 36 18.0
2 32 16.0 48 24.0 64 32.0 56 28.0
3 56 28.0 68 34.0 32 16.0 44 22.0
4 52 26.0 28 14.0 56 28.0 64 32.0
TOTAL
200 100 200 100 200 100 200 100
INTERPRETATION:
From the above table, we infer that 30% of respondents have said that Reebok is a first durable
product and 28% of respondents have said that it is third durable product whereas 26% have said
that it is a fourth durable product and 16% of respondents have said that Reebok is a second
durable product in the market.
From the above table, we infer that 34% of respondents have said that Nike is a third durable
product whereas 28% have said that it is a first durable product and 24% of respondents have
said that Nike is a second durable product and 14% of respondents have said Nike is a fourth
durable product in the market.
From the above table, we infer that 32% of respondents have said that Addidas is a second
durable product and 28% of respondents have said that it is fourth durable product whereas 24%
have said that it is a first durable product and 16% of respondents have said that Addidas is a
third durable product in the market.
From the above table, we infer that 32% of respondents have said that puma is a fourth durable
product and 28% of respondents have said that it is second durable product whereas 22% have
said that it is a third durable product and 18% of respondents have said that puma is a first
durable product in the market.
CHART NO: 33
RANK1 RANK2 RANK3 RANK40
5
10
15
20
25
30
35
chart showing that respondents rank about durability of all brands
REEBOKNIKEADIDASPUMA
Percentage
TABLE NO: 34
Table showing that respondents difficulties about the usage of product
S.NO PARTICULARS FREQUENCY PERCENT
1 Yes 40 20.0
2 No 160 80.0
Total 200 100.0
INFERENCE
From the above table, it is clear that 80% of respondents are not facing any difficulties by
using the product and 20% of respondents are facing some difficulties.
CHART NO: 34
Yes20%
No80%
respondents difficulties about the usage of product
FINDINGS
It is clear that 40% people are belongs to UG.
It is clear that 36% of respondents are belongs to professionals.
It is clear that 38% respondents get salary from 10000 to 15000.
It is clear that 56% of respondents are single.
It is clear that 84% of respondents are members in the sports club.
It is clear that 76% of respondents are aware of Adidas caption.
It is clear that 38% respondents are aware of puma caption.
It is clear that 76% respondents are aware of the brand caption of Nike.
It is clear that 52% respondents didn’t answer anything.
It is clear that 58% respondents are aware of brand caption of Nike.
It is clear that 40% respondents didn’t answer anything.
It is clear that 38% respondents are aware of brand caption of Adidas.
It is clear that 54% of respondents are aware of brand caption of Nike.
It is clear that 53% respondents are aware of brand caption of Reebok.
It is clear that 74% of respondents are aware of brand image of puma.
It is clear that 96% of respondents are aware of brand image of Reebok.
It is clear that 97% of respondents are aware of brand image of Adidas.
It is clear that 98% of respondents are aware of brand image of Nike.
It is clear that 58% of respondents are attracted by sports person as ambassador.
It is clear that 68% of respondents prefer sports person as brand ambassador for sports
apparel.
It is clear that 56% of respondents are aware of the brand ambassador of Reebok.
It is clear that 32% of respondents use the product for brand image.
It is clear that 66% of respondents are superior of Reebok in terms of quality than others.
It is clear that 70% of respondents are superior of Reebok in cost of effectiveness than
others.
It is clear that 54% of respondents are superior of other products.
It is clear that 54% of respondents are superior of Reebok in reliability than others.
It is clear that 56% of respondents are superior of Reebok in discount than others.
It is clear that 74% of respondents are superior of Reebok in prestigious product than
others.
SUGGESION
Reebok should improve their promotion strategy through advertisements.
They can give more sponsors to sports to create more awareness.
Reebok can get suggestions from customers about the difficulties they face in using it
and it can be rectified.
