PROJECT - Marketing Strategies of Reebok New

7/24/2019 PROJECT - Marketing Strategies of Reebok New

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CHAPTER I

I. INTRODUCTION

Reebok International Ltd. is a global athletic footwear and apparel company. Reebok

produces and distributes fitness and sports items including shoes, workout clothing and

accessories, and training equipment. Reebok is the official footwear and apparel sponsor for

UFC, CrossFit, partan Race, and Les !ills.

"he company was founded in #$%& as '.(. Foster and ons in )olton, Lancashire, *ngland.

It was later renamed Reebok and has been operating as a subsidiary of +didas since --&.

"he global headquarters are located in Canton, !assachusetts, U.. with regional offices in

+msterdam *!*+/, !ontreal Canada/, 0ong 1ong +sia 2acific/ and !e3ico City

Central and outh +merica/.

II. SCOPE

"he study co4ers the factors that the customers consider while purchasing sportswear like

price, brand, promotional offers, quality, the make of the product, colour, the customers

satisfaction le4el and the brand loyalty towards Reebok. For this purpose 5- consumers were

asked questions.

III. OBJECTIVES OF THE STUDY

"o know the history of Reebok.

"o analyse the marketing strategies used for promotion of the brand.

"o draw conclusions based on the brand as a whole.

IV. METHODOLOGY

)oth 2rimary and econdary !ethods of data collection were used to obtain information for

the study.

"he Primary Data was collected using a structured questionnaire distributed among 5-

consumers.

"he Sec!"ary Data was collected from the Internet, )ooks, and 6ewspapers.


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V. LIMITATIONS

*4ery research has certain limitations. "here were limitations in this Research study also.

"hey were7

8ata was collected only from 5- consumers. "herefore, the results of study could not

show #--9 accuracy. "he area of study is restricted to one City i.e. 0yderabad.

It was difficult to make an unbiased analysis, as the consumers filled the

:uestionnaire in a careless manner.

CHAPTER II # COMPANY PROFILE

VI. BOARD OF DIRECTORS

portswear brand Reebok India has appointed !r. a;id hamim, *3ecuti4e 8irector ales

and !arketing/, Reebok India, as the )rand 8irector of Reebok at +didas


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di4ision was called Reebok U+ Ltd.=#-? Later that year, Fireman introduced three new

shoes to the market at DE-. )y #%$#, Reebok reached more than D#.& million in sales.=&?

#%$-s#%%-s=edit?

In #%$, Reebok debuted the Reebok Freestyle aerobics shoe, the first athletic shoe designed

for women.=&?=##? Fitness professional


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the Reebok 4ector logo to the --@ U.. Alympic basketball teamBs uniforms.=>? Later in

--#, 'ay !argolis was named as ReebokBs president and CAA.=$? +fter launching retail

flagship stores in China, 8haka, London, Los +ngeles, 6ew Gork, 2hiladelphia and "okyo,

!argolis resigned in Actober --@. Fireman took o4er as president after signing a new long

term employment agreement with the Reebok board of directors.=%?

Reebok acquired official 6ational 0ockey League sponsor CC! in --@. "he company

began manufacturing ice hockey equipment under the CC! and Reebok brands. Reebok

phased out the CC! name on 60L authentic and replica ;erseys, using the Reebok logo since

--&. CC! became ReebokCC! 0ockey in -->. Reebok will be mo4ing most of its

hockey equipment lines to CC! through -#&.=5-?

+didas acquisition

In +ugust --&, +didas acquired Reebok as a subsidiary, uniting two of the largest sport

outfitting companies, but maintaining operations under their separate brand names.=5#?

+didas acquired all of the outstanding Reebok shares and completed the deal 4alued at D5.$

billion.=5? Following the acquisition, +didas replaced Reebok as the official uniform and

apparel supplier for the 6)+ in --E=#@? with an ##year deal that includes the (6)+ and

replica ;erseys and warmup gear.=55?

Reebok named 2aul 0arrington president and C*A of the company in 'anuary --E,

replacing 2aul Fireman who was acting president since --@. 0arrington ;oined the companyin #%%@ and was ReebokBs senior 4ice president of global operations and chief supply chain

officer.=5@?

Reebok 8elta Logo

In -#-, Reebok announced its partnership CrossFit, a fitness company and competiti4e

fitness sport, including sponsoring the CrossFit


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*3tra Information

Affices=edit?

ReebokBs parent company, +didas, is headquartered in ? In

#%$@, the shoe accounted for more than half of the Reebok sales.=5$? Following the aerobics

trend from the #%$-s to early #%%-s, Reebok also released workout programs called Reebok

tep beginning in #%$%.=5%? "he brand also introduced one of their most signature shoes, "he

Reebok 2ump. "he footwear collection was released as a menBs basketball shoe and the

worldBs first fully ad;ustable fit controlled with manual air allocation.=@-?

"he Reebok Hentilator, a line of lightweight athletic shoes with 4ented side panels, was first

introduced in #%%-.=@#? In #%%E, Reebok signed a D&- million endorsement deal with +llen

I4erson when he signed with the 2hiladelphia >Eers.=@?=@5? I4erson collaborated with

Reebok during his contract to create the secondlongest running basketball shoe line in

history, beginning with the :uestion shoe in B%E and ending with +nswer III.=@@?

In -#-, the brand released Reebok Jig, an athletic footwear technology and collection of

shoes include KigKag foam soles designed to push athletes forward.=@&? "he Reebok 6ano

was released in -## and is the first official CrossFit shoe.=@E? "he company has also

partnered up with Les !ills and CrossFit to produce more fitness apparel, footwear, and

workouts.=%?=@>? Reebok released the Jeries foam, a combination of dense midsole and

outsole so the foam is cushioned but not worndown. "he foam debuted on the J:uick "R

with ReebokBs new delta logo in -#@.=@$?

*ndorsements=edit?

+mericas=edit?


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From -- to -#, the company held the e3clusi4e rights to manufacture and market both

authentic and replica uniform ;erseys, sideline clothing and caps, and onfield football

footwear marketed as 6FL *quipment/ of the teams of the 6ational Football League 6FL/.

"he company hired filmmaker *rrol !orris to produce a series of 5-second commercials

that aired during the --E 6FL season.=@%?

In --@, Reebok entered into a deal that allows them the rights to manufacture Canadian

Football League CFL/ onfield ;erseys, sideline gear and footwear this deal ended in -#&.

=&-? Reebok signed a fouryear deal to become the official shoe supplier to !a;or League

)aseball !L)/ during the same year.=?

Reebok holds the rights to produce the onice *8


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will manufacture the clubBs kits and sponsor the stadium under the name !acron tadium in a

fouryear deal announced by the clubBs chairman, 2hil -? Later, Reebok made a deal withrapper &- Cent to release a line of


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+ri ha4e become spokespersons for the company.=>#?=>? Reebok also signed carlett

'ohansson and introduced her own line of clothing and footwear called carlett 0earts, part

of the Rbk Lifestyle Collection. Reebok also produce shoes for *mporio +rmani under the

label *+>. "hese shoes are marketed to the highend fashion market.

Ather Reebok brand ambassadors include Rick Ross, 6icole cherKinger, wiKK )eatK, "oni

6khahle, Chad 'ohnson, +mir 1han, *rin +ndrews, +le3 A4echkin, "oya 8elaKy and many

more.


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R**)A1


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(e are dedicated to consistently deli4ering outstanding financial results.

(e are a global organisation that is socially and en4ironmentally responsible, that embraces

creati4ity and di4ersity and is financially rewarding for our employees and shareholders.

MAR$ETING STRATEGY OF REEBO$

Reebok International Limited, a subsidiary of the


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"he purpose of this research is to perform a marketing analysis on Reebok International. "he

company is an +mericanbased firm, that sources products in outh 1orea, and markets

products both in the United tates and internationally. In #%>%, )C Recreational acquired the

6orth +merican license to sell a running shoe produced by Reebok, Ltd., a small )ritish firm"he shoe did not sell well in the United tates, and, in #%$, the company de4eloped its own

shoe, and marketed it under the name Reebok by this time, )C Recreational had ceased to

e3ist, and the sur4i4ing company was Reebok International, Ltd./. In #%$&, Reebok

International bought the original )ritish firm

"his strategy was gi4en huge boosts by Cybill hepherdBs wearing of Reeboks to the *mmy

+ward Ceremony, and by !ick 'aggerBs wearing Reeboks in a rock 4ideo. "he company also

displayed marketing creati4ity in #%$E, when one order recei4ed from a 1orean source

arri4ed with shoes made of wrinkled leather. In #%$E, wrinkled leather became the fashion

look in athleticPcasual shoes .

MAR$ETING MI% STRATEGY

+ companyBs marketing mi3 is the combination of factors employed with respect to the Four

2s of marketing product, price, place, and promotion. ReebokBs application of the Four 2s is

considered separately for each factor. 2roduct trategies Consumers typically recogniKe fi4e

distincti4e product characteristics quality le4el, features, styling, brand name, and

packaging. 8epending upon the type of product in4ol4ed physical, ser4ice, and so forth, not

all of these characteristics will be applicable in each instance. (hile Reebok has made a pointof designing shoes of high quality, the company has relied on style more hea4ily than other

product characteristics .

In --%, the Reebok brand has continued to e3ecute its strategy, positioning itself as a

premium sports and lifestyle brand focused on fitness and training. )ased on its roots and

heritage in fitnessPtraining, consumer insights and positioning within the adidas


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CHAPTER III # REVIE& OF LITERATURE

Artic'e (

$e!"ric) Lamar re'ea*e* Ree+) *,e- Re" a!" B'/e ! ,ee'*

by +ngus (alker 'ul %, -#& #>7 2! *8"

"he rapper returns to the brand, this time with another shoe.

LamarQs original 4ersion of the sneaker dropped in 'uly Q#&. 1endrick Lamar used "o 2imp a

)utterfly as a 4essel to return to his hometown of Compton to fight gang 4iolence rather than

escape it. 0is latest collaboration with Reebok seeks to promote that end, as the 1ing

1unta rapper has pre4iewed a shoe that caters to both bloods and crips.

*ach pair of LamarBs remi3ed Reebok Hentilators contains one )LU* shoe and one

R*8. "he two colors, one written on the left and one on the right, represent the bloods

red/ and the crips blue/, two ma;or gangs in Compton and across the country.

"he word 6*U"R+L is shown on the tongues of both right and left, thus uniting the two

warring gangs. +ccording to Comple3 neakers, 1endrickBs new Reeboks are set to hit the

U.. on 'uly #$ and will cost appro3imately D#@-.


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ARTICLE 0

Pac)er S,e* Tac)'e* &i!ter Fr It* Late*t Ree+) 1F/r Sea*!*1 Re'ea*e

!any parts of the country are feeling the full grip of winter and for its latest collaboration,

2acker hoes drops a Reebok Furylite ready to handle the bitter cold.

"his (inter release is the third offering from 2acker hoes ongoing Four easons

collection with Reebok and follows the ummer Hentilator and +utumn L$&--. "he

shoe features a frigid colorway of blue and grey and utiliKes a mi3ed material upper

comprised of suede, rubberiKed synthetic, and ballistic mesh. +dditionally, 2acker designed

the shoe with a "hinsulate lining to gi4e fans both a comfortable and appropriate sneaker

option for those wintry days and nights.

"he shoe is slated to release on Friday, February & with complete details set to be announced

ne3t week.


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ARTICLE 2

F/r m!t,* a3ter ac4/i*iti!5 Rc)6rt m7i!8 H9 t Ne:t!

Footwear maker "he Rockport -,---squarefoot

office in 6ewton by ne3t fall.

"he company will mo4e from its e3isting office at #-- Royall t. in Canton, an office located

on the U.. headquarters for Reebok International Ltd. at #$%& '( Foster )l4d., and employ

-- people in 6ewton.

Reebok is owned by +didas


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"erms of the agreement werenBt released. Reebok is owned by +didas, which recently

recei4ed a bid for the company, according to the (all treet 'ournal.

)oth organiKations share a strong belief in the power of fitness and training and the impact it

can ha4e on young peoplesB li4es, said LutaBs Luke 8owndey in a release.

2AR"L+68 )UI6* 'AUR6+L

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PROJECT - Marketing Strategies of Reebok New