Integrated Marketing

Communication

Assignment

On

Submitted By:

Shivani Mehra

08bs0003152

KAOS Member

Table of Contents

1. Overview of The Sector 1 2. Introduction 33. Analysis of Reebok Taglines and Logos 64. Market Segmentation and Positioning 105. Reebok Product Mix 116. Details of Store visits 147. Advertising Agencies 158. Promotion Strategy 169. Media Vehicles 1710. Below The Line 2311. Reebok Print Ads 24

Executive summary

The objective of the study was to assess the Reebok communication strategies and various means used for creating awareness among its masses. Reebok International, a subsidiary of Adidas quite successfully communicated its brand among the people. Its has created a mark in the market and has a good hold on it. Reebok India is also successful.

Overview of the Sector

The footwear sector is a diverse industry which covers a wide variety of materials (textile, plastics, rubber and leather) and products from different types of men's, women's and children's footwear to more specialized products like snowboard boots and protective footwear. This diversity of end products corresponds to a multitude of industrial processes, enterprises and market structures. The footwear market consists of the total revenue generated through the sale of all types of men’s, women’s and children’s shoes. The market is valued at retail selling price with any currency conversions calculated using constant 2007 annual average exchange rates.

The Indian Footwear Industry

The Indian footwear market has seen very healthy increases in its growth over the past five years, although it was outperformed by the larger Chinese market during this period. Its value and volume are set to increase at a with double-digit annual growth rates over the forecast period.

The Indian footwear industry is a significant segment of the leather industry in India. It ranks second among the footwear producing countries next to China. It produces more of gents’ footwear while the world’s major production is in ladies footwear. The industry is labor intensive and is concentrated in the small and cottage industry sectors. While leather shoes and uppers are concentrated in large scale units, the sandals and chappals are produced in the household and cottage sector. In the case of chappals and sandals, use of non-leather material is prevalent in the domestic market. The major production centers of India are Chennai, Ranipet, and Ambur in Tamil Nadu, Mumbai in Maharastra, Kanpur in U.P., Jalandhar in Punjab, Agra and Delhi. The following table indicates concentration of units in various parts of the country

The Indian footwear industry is provided with institutional infrastructure support through premier institutions like Central Leather Research Institute, Chennai, Footwear Design & Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc in the areas of technological development, design and product development and human resource development. The availability of abundant raw material base, large domestic market and the opportunity to cater to world markets makes India an attractive destination for technology and investments.

The Indian footwear retail market is expected to grow at CAGR of over 20% for the periods spanning from 2008 to 2011. Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-2007. Presently, the Indian footwear market is dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear retail market. By products, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market. The Indian footwear market scores over other footwear markets as it gives benefits like low cost of production, abundant raw material, and has huge consumption market.

The annual domestic consumption of shoes in India is 1.1 billion pairs and it is estimated that the footwear market is around Rs 10, 000 crore and will grow at 10% pa, this offers great opportunities for a company like Bata to expand. MNC Brands Sold in India are sold Adidas, Aldo, Bally, Clarks, Ecco, Florshiem, Ferragammo, Hush Puppies, Lee cooper, Lloyd, Marks & Spencer, Nike, Nine West, New Balance, Reebok, Rockport, Stacy Adams, Levi Strauss , Lee Cooper, Puma, Bata. Indian Brands sold in India are  Red Tape, Liberty, Khadims, Lakhani, Metro, Action, Provogue, ID, M&B Footwear, Firangi

Reebok: Reebok India commands a 51% market share in the premium sportswear industry in the Rs 2000-crore premium sportswear market.. It plans to increase the store count from the existing 500 to over 600 before 2008. Reebok reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop outlets & 2500 dealer outlets. The company has plan to tap tier II and Tier III cities. Reebok is planning to add 55 new lifestyle stores by the end of this year. It offers different segments for both men and women like sports and fitness footwear, apparel, accessories, fitness equipment and the lifestyle section.

The Global Footwear Industry

The global footwear market grew by 4.1% in 2008 to reach a value of $208.4 billion. In 2013, the market is forecast to have a value of $272.5 billion, an increase of 30.7% since 2008. The market grew by 4.8% in 2008 to reach a volume of 11.6 billion pairs. In 2013, the market is forecast to have a volume of 15.1 billion pairs, an increase of 30.2% since 2008. Europe is the largest footwear market, accounting for 42.3% of the global value. The global footwear market consists of the total revenues generated through the sale of all types of mens, womens and childrens shoes. The market is valued at retail selling price with any currency conversions calculated using constant 2007 annual average exchange rates.

Reebok International, a subsidiary of Adidas, is engaged in the design, marketing and distribution of sports, fitness and casual footwear, apparel and equipment. The company primarily operates in North America, Europe and Asia Pacific. The company recorded revenues of E2,333 million in the fiscal year ended December 2007, a decrease of 5.7% over 2006. The operating profit of the company was E109 million in the fiscal year 2007, an increase of 26.7% over 2006. . According to 2004 figures by the Sporting Goods Manufacturers Association International, Nike had about 36%, Adidas 8.9% and Reebok 12.2% market share in the athletic-footwear market in the U.S.

Introduction

Company Background

Headquartered in the US, Reebok is worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, Jofa, Koho and Greg Norman brands. Reebok announced in August 2005 that it would be merging with Adidas. 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 India

Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. The Company's brand vision is fulfilling potential, its mission – Always challenge and lead through creativity. Reeboks brand values are authentic, individualistic, courageous, empowering, innovative and real. Reebok has introduced its internationally acclaimed fitness programs in India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. Reebok has trained and certified more then 800 trainers till now.

Reebok India commands a 54% market share in the premium sportswear industry according to the calendar year December 2008. Its revenue has touched 1400 Crores (at retail price) in 2008. It plans to increase the store count from the existing 500 to over 600 before 2007. Reebok reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop outlets & 2500 dealer outlets. Reebok has the single largest store in Hyderabad.

Reebok International Ltd.

Reebok International Ltd., headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, JOFA, KOHO and Greg Norman Brands. Sales for 2004 totaled approximately $3.8 billion.

According to the Reebok website as on May 2007, Footwear Reebok uses footwear factories in 14 countries. Most factories making Reebok footwear are based in Asia — primarily China (accounting for 51% of total footwear production), Indonesia (21%), Vietnam (17%) and

Thailand (7%). Production is consolidated, with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers. Apparel Reebok has factories in 45 countries. The process of purchasing products from suppliers is organized by region. Most (52%) of Reebok's apparel sold in the United States is produced in Asia, with the rest coming from countries in the Caribbean, North America, Africa and the Middle East. Apparel sold in Europe is typically sourced from Asia and Europe. Apparel sold in the Asia Pacific region is typically produced by Asian-based manufacturers.

Corporate Goals

Reebok’s Vision

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

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’s Purpose

To Empower Global Youth to Fulfill their Potential Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human Rights program, were the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

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Reebok Is for Real

Reebok 4 Real is our Corporate Citizenship platform and encompasses four key areas: Philanthropy, Programming, Partnerships and Sustainability Philanthropy: The Reebok Foundation focuses its philanthropy in communities where Reebok’s offices are located. The Foundation strives to promote social and economic equality by funding non-profit organizations delivering programs aimed at inner-city youth and underserved groups to empower youth to fulfill their potential – programs that provide youth with the tools they need to lead healthy, happy and actives lives. 

Programming: We offer a wide range of programming designed to inspire and engage our employees including time off to volunteer, matching gift programs, and the REACH product donation program and through the Reebok4Real Human Rights Student Advocate Program. Partnerships: We seek partnerships which reflect our commitment to being responsible and making a difference. These collaborations include working with our athletes and assets and an active sponsorship of the Avon Walk for Breast Cancer. Sustainability: We take pride in our long standing efforts to set responsible workplace standards and to reduce our impact on the environment. As part of the Adidas Group, we continue to help ensure fair, safe and healthy factory conditions and believe that all workers involved in the production process deserve to be treated with dignity and respect. We also strive to reduce our environmental impacts through our design process, day-to-day operations and in our supply chain.

Analysis of Reebok Taglines and Logos

Reebok Taglines Development

Tag lines give a brand the momentum it can only dream of, if it is used the right way. It is very important to develop a catchy corporate tagline in addition to a great corporate logo that will effectively communicate in one sentence what services or products your company sells.

Reebok’s taglines are focused on women fitness, where it has deep roots; men’s fitness and training, to be credible an athletic footwear brand; and classics. Over the years Reebok has constantly changed its taglines and highlighted on different aspects of fitness and used celebrities to promote it.

In 2008, Reebok joined hands with the celebrity Bipasha Basu to make fitness fun with Reebok. Reebok pinpointed the consumer insight that women perceive exercise as a chore, and would work out more often if the gym was fun. Reebok also uncovered that while it is a universal truth that women find exercise transformational and empowering, they push it aside because it is perceived as a boring chore. Reebok was on a mission to make fitness fun again through an exciting partnership with top instructors from around the world renowned for their fresh, fun approach to working out. Reebok's challenger approach was to provide consumers with the choice to take the boredom out of working out. Running online, out-of-home, in-store, and in print, the campaign features fun, engaging taglines such as, "Less work, more play. Fitness is what you make of it. Your Move" and "Confusing fitness with fun? Your Move.

In 2006, Reebok had a tagline “Run easy”. The Run Easy campaign took a 180 degree turn from traditional sport advertising. The “hit the wall” attitude that is portrayed in the sport applies only to a handful of participants and the rest are struggling to reach an ideal that isn’t achievable. Of course, this leads to injuries, pain and a general dislike of the sport. This campaign addresses the majority of runners. It’s emphasizes running as a social activity and more importantly, fun. The campaign was well liked by the people and Reebok had created a companion site called GoRunEasy.com to emphasize the social aspect of running.

Some of the other Taglines of Reebok are:

June 2009 – “Have Fun While You Run”

Early 2008 – “I am what I am”

“Take the gym with you”

“Eye candy for your feet”

“Little Said, greatly Felt! ”

Reebok Logo Development

The original Reebok logo shows the Union Jack, representing the brand’s beginnings in Bolton, England in 1895.

The logo was modified to represent the Reebok Classic Collection, a collection of products characterized by the brand’s past.

In the late 80s, Reebok introduced a second icon, known as the vector. This icon was introduced to represent a new era of "performance" product. The design comes from cues on the product known as the "side stripe cross check".

There have been modifications and iterations of the Reebok Performance Logo over the years. The vector has been Reebok's iconic symbol of Sport Performance.

To achieve a greater connection to the youth market, in 2001 Reebok introduced a new tier of product known as Rbk. The success of this branding influenced Reebok to look at its overall branding scheme and determine that the future of the brand would best be represented by this new logo.

At the 50th anniversary of the brand name in 2008, Reebok returned its brand identity from Rbk to Reebok. While Rbk captured a moment in time for the brand, Reebok is timeless and reflects the company's heritage. The new design entails a new font that is modern, yet simple, and incorporates the face of the brand.

Market Segmentation Targeting and Positioning

Ever since it established a presence in India in 1995, Reebok has dominated the Indian sportswear market. While its major competitors Adidas and Nike have not been as successful in the Indian market. As a consumer-driven brand, Reebok commits to offer consumers products that provide maximum fit and comfort. For Reebok this means designing and developing products with materials, styles and technologies that enhance fit and comfort for consumers.

The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey and Rockport. In 2008, the Reebok brand has further refined its strategy considering the brand’s heritage and values, consumer insights and positioning within the Adidas Group port folio. Inspired by its roots in sport and women’s fitness, Reebok developed a clear roadmap for its key businesses going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics. Central to Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands, Reebok is committed to make fitness fun again – challenging men and women to fulfill their potential in sport and in life by providing them with the opportunity, the products and the inspiration to have fun staying in shape.

The depth of Reebok’s India operations is reflected in the numbers. The company says it is growing at a compounded annual rate of 30 per cent for the past 3-4 years; in 2007, it says, it crossed Rs 900 crore in sales. Reebok has segmented its market on the basis of the needs of the consumer groups like runners, Aerobic/fitness exercisers, Tennis players, Basket Ball players, Golfers, Adventure seekers, Walkers, Children, Comfort/Style conscious group. For each particular segment of group they offer unique range of shoes (products) and continuously come up with new line of shoes. The shoes they offer are like running shoes, Aerobic shoes, Tennis shoes, Basket Ball shoes, Kids shoes, Walking shoes, Training shoes, Golf shoes. With technologies such as SmoothFit™, KineticFit and The Pump™, Reebok has already provided consumers with innovative fit elements in its apparel and footwear.

Reebok target customers are kids, youth, women and men. Reebok mission is to make fitness fun again for women . Reebok began to define its focus on women’s fitness in autumn 2008, launching a women’s specific “Your Move” campaign. In 2009, Reebok launched a new range of shoes especially for women who are busy and don’t find time to gym. The EasyTone™ footwear collection was launched for the targeted group of busy women. In 2009 for men Reebok launched the SelectRide™, an underfoot cushioning technology that allows the athlete to select the “train” or “run” mode.

Research pointed that Reebok’s target age 15-24 were early adopters/sneaker influencers. The price point was too large a barrier for the brand target and they were not influencing other groups. If they went after a sub-target group more interested in, and willing to pay for custom,

they could not only achieve their goals, but likely surpass them by tapping into the influencer capabilities of this group.

They successfully increased brand awareness, traffic and sales and engaged users through a highly targeted, segmented approach to selling Reebok’s custom sneakers. The tagline “I am what I am” became a promise to the consumer that Reebok was a brand that enabled self-expression

Media placements included areas where users consumed trend news, popular sneaker sites, music sites, electronics and apparel fashion sites to reach this targeted audience.

Online banner creative emphasized the key selling feature of the shoe allowing users to customize the shoe with a few clicks including color choice within the banner and ultimately be driven to the custom website to finalize the process and buy their personally designed shoes.

Positioning

To reinforce its position as a premium sports and lifestyle brand, Reebok’s goal is to significantly improve and increase its product offering at high and mid-price points to drive growth in average selling prices. This approach may slow the targeted short-term top-line development by voluntarily foregoing commercial opportunities in the low-price segment. More importantly, however, it enables Reebok to build a platform for sustainable long-term sales and profitability growth and preserves the brand’s image.

Celebrate Individuality in Sport and LifeReebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

Reebok Product Mix

Reebok offers a wide range of Footwear, Clothing and Accessories for both Men and Women. In the footwear product mix it offers in Athletic, Casual and Court in a color range like black, brown, grey, white, blue and pink. The footwear mix is offered both in men and women. In the clothing, Reebok offers like jackets, tops and bottoms for both men and women for activities like yoga, tennis, walking, fitness and training. Accessories like bags, sippers, caps.

The Reebok brand focuses on three product lines: Rbk, Performance, and Classic. Rbk product line features street footwear, apparel, and accessories. Performance line includes apparel and footwear designed for basketball, running, fitness, football, soccer, tennis, and other sports. Classic lifestyle product line includes footwear and apparel products, as well as classic reinterpretations. Reebok also has licensees for eyewear, watches, and heart rate monitors; and licensees in the United States for children's apparel, team uniforms, socks, and jogging strollers. The Ralph Lauren Footwear's product line features traditional classics, as well as dress and casual silhouettes. The Greg Norman Collection includes wovens, play dry outerwear, and sweaters. The company also offers hockey skates, sticks, helmets, and hockey-related apparel, as well as recreational skates and the Roger Edwards line of lifestyle apparel. Its licensed and branded active wear lines include fleece wear, pants, shirts, T-shirts, polo shirts, turtlenecks, and outerwear and headwear embroidered with various teams' logos. The company distributes its products to athletic specialty stores and other retail shops, as well as to sporting goods stores, department stores, and shoe stores.

Reebok For Men

Footwear

Reebok offers a wide variety of footwear for the Men. It constantly upgrades its shoes with new comfort levels and offers in various designs, colors, sizes and prices.

The various footwear from Reebok are: Reebok swing, Reebok cover point, Reebok sweep, Reebok Verona, Valde fg, Dhoni Trainer, Smoothfit select ride, Hex ride radiate sf, Reebok supreme.

Apparel

Reebok offers singlet, T-shirts, Shirts, Sweatshirts, Leather Jackets in Men’s Apparel.

Reebok offers in Tee: Graphic tee, Play tee, Race tee flash, Chase tee, Revolution tee, Campus tee, Guitar tee, Class strip shirts, Short sleeves tee, and Campus logo tee

Reebok for Women.

Footwear

Reebok offers a wide range of women footwear.

Reebok offers: Premier kfg, Premier road plus, Verona, Hexride ready, Jungle low, Rang de Basanti, Rangela, Swades, Black, Satyam Shivam Sundaram, Cirque du soleil boot, Easytone flips, Easytone go outside, Premier sf cushion II

Apparel

Reebok offers in apparel: College strip tank, Disney polo, Graphic tee, Retro tee, Jacquard waist coat, Stripper

Reebok for Children

Reebok offers its apparels for children as well. It offers cargo pants, tees, force shirt, jackets, polo t-shirts, sweat shirts, pullovers and Shaimak Davar apparel.

Reebok Equipment

Portable: Reebok sunglasses, Soft dumbbell, Reebok fitness mat, Fitness belt, Fitness gloves

Non-Portable: Reebok Treadmill, Reebok Cross Trainer

Reebok Shamik Merchandixe: Jazz tops, Hooded sweat shirts, Three fourth pants, Shiamak tees, skirts

Reebok Mickey Apparel Endorsed byYuvraj: Disney Mickey tees both for male and females.

Reebok Cricket Equipments: Bats endorsed by Dhoni and also providing cricket kit to IPL tems like Kings XI Punjab, Chennai Super Kings, Knight Riders, Banglore Royal Chanllengers

Details of the Three Store Visits:

Store I

Reebok has a showroom at Pacific Mall, Ghaziabad. There was an ongoing sale for the whole month of January at Flat 40%. The offers are all decided by the company and held across Delhi and NCR at the same time.

Store II

Reebok has also a showroom at South Extension Part 1, South Delhi. Likewise, here also there was an ongoing sale at flat 40% for the whole month of January. Since its in heart of posh city, the sales of this store are high. The customers are generally the young people and mostly the college people as they wait for the sale as told by the store manager. The store has comparatively more customers especially during the month of sale.

Store III

Reebok exclusive showroom at Vasant Vihar. There also the sale was on for the month of January.

P.S.Note: The store managers didn’t had cards of either of the showrooms.

Advertising Agencies

In 2004, Reebok hired McGarry Bowen as there advertising agency. Till 2007, McGarry was Reebok’s brand agency. McGarry Bowen was founded in 2002 and has offices in New York and Chicago. McGarry Bowen is a fully-integrated agency with advertising, design, relationship marketing and a digital arm. The Agency has been the recipient of many honors, including Adweek’s President’s Award for the “non-traditional agency having the greatest impact on the industry.” The Agency works with many of the of the world’s best known companies including JPMorgan, Chase, Kraft, Disney, Marriott International, Chevron, Pfizer, HP, Reebok International, Crayola, InBev, Century 21, News Corp, The Wall Street Journal and the U.S. Olympic Committee.

During the period of McGarry Bowen, Reebok had done advertising and marketing for various products. Pump sneakers advertisements, “Two People in Everyone” ad campaign, Runners head game- I am What I am ad campaign were all under this advertising agency.

In early March 2009, Reebok appointed DDB Worldwide as its creative advertising agency.DDB will provide creative solutions across a range of brand advertising and marketing communications and will service the business from three hubs: Berlin, Chicago, and Hong Kong.

DDB Worldwide Communications Group Inc (www.ddb.com) is the largest consolidated advertising and marketing services global network in the world, according to Advertising Age. DDB also has been frequently ranked as the most awarded agency network in the world by Creativity magazine and The Gunn Report, among others. With more than 200 offices in over 90 countries, the DDB Group believes that creativity is the most powerful force in business, building enduring and powerful brand experiences that create TalkValue,™ influence social communities and drive results. DDB Worldwide is part of Omnicom Group Inc.

The agency handles brand advertising and marketing communications as the brand seeks to establish the brand in the women's fitness market. The ad campaign “Your Move” was done under this agency.

In September 2007 in Hong Kong, Reebok handed its regional advertising business to WPP subsidiary Soho Square. Reebok is the founding client for Soho Square, which will manage Reebok's key markets in the Asia Pacific including Hong Kong, Japan, Korea, Australia and India and China.

Promotion Strategy

The Reebok segment is comprised of the Reebok brand, Reebok-CCM Hockey and Rockport. In 2008, the Reebok brand has further refined its strategy considering the brand’s heritage and values, consumer insights and positioning within the adidas Group port folio. Inspired by its roots in sport and women’s fitness, Reebok developed a clear roadmap for its key businesses going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics. Central to Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands, Reebok is committed to make fitness fun again – challenging men and women to fulfill their potential in sport and in life by providing them with the opportunity, the products and the inspiration to have fun staying in shape

Reebok provides great deals on quality footwear, apparel, and fitness equipment for women, men, and kids. Reebok sports and lifestyle products are built on a strong heritage, commitment to creativity, and the desire to constantly challenge the status quo. The company uses various promotional tools to bring awareness among its customers. It offers discounts, vouchers, coupons and custom made sneakers on their products. Apart from this, there are celebrity endorsements, road shows, sponsorship events, television commercials, print ads, billboards, alliance events.

Rebook has hired currently DBB Worldwide as its advertising and creative agency. Reebok, a multinational company, have separated 15% of its sales for its advertising and promotion activities. It has different advertising strategy in different areas of the world.

Media Vehicles

Reebok uses various media tools to promote its brand and create awareness about the products. Reebok uses television commercials, print ads, billboards, online advertising, sponsorship events and various advertising campaigns for its promotion.

Print Media Advertising

Print Media Advertising consists of newspapers and Magazines. It also includes outdoor billboards, transit posters, the yellow pages, and direct mail.

Reebok International

Magazines

The media vehicles that were used for magazines are Dime Magazine, URB1 Magazine, What’s Haute Magazine, Sports Illustrated and ESPN Magazine.

In 2006, Reebok had launched a new campaign “I Am What I Am” featuring Lil Wayne, Mike Jones and Lupe Fiasco. The print ads were featured in URB1 magazine. The campaign, based around the image of athletes and Hip Hop artists, is supposed to represent individualism of each person to design and wear a shoe that fits their personality, lifestyle, and comfort demands. URB1 Magazine had reached out to Reebok to do a joint venture, releasing detailed photos and information on each sneaker released for Hip Hop artists.

In 2009, Reebok Easy Tone shoes made news in What’s Haute magazine. The EasyTone shoes are designed to create a natural instability which ironically makes them more fun to walk in. The shoes are super cushiony – it truly feels like you’re walking on air. Testing proved the EasyTone to be up to three times softer than conventional foam-based shoes.

In December 2009, Reebok also made news with its Reebok Pump Rudolph the Red Nosed Reindeer. These are right up my alley. Especially for the winter. The brown suede is a good look, it compliments the tan and the tiny bit of black. The red pump (Rudy’s nose) is a subtle way of adding some color to the shoe. These definitely would get rocked. Hotness for the winter.

Reebok India

In India Reebok features its print ads on magazines like Flimfare Magzine, Cineblitz Magazine, Stardust Magazine. The famous ad campaign of Mahindra Singh Dhoni and Bipasha Basu were

featured in these magazines.

Newspaper

Reebok International

Reebok had its ads on papers like International Herald Tribune, New York Times, Washingtonpost, The Dawn

Reebok India

Reebok features its ad in supplement papers of national dailies like HT City of Hindustan Times, Delhi Times of Times of India, Bombay Times of Times of India

Electronic Media Advertising

Television Media

Reebok International

Reebok had joined hands with various Television channels for its commercials. Reebok commercials aired during NBA Basketball games, TNT basketball games, ESPN basketball gmes and ESPN’s Sports Center.

Reebok had enrolled various celebrities both from athletic and non-athletic background for its television commercials. The various ad campaigns were started for every launch of their new products. Time to time new commercials aired on TV. Several tie-ups were made with different

television channels for its advertising.

In 2006, Reebok made a commercial with Lil Wayne, Mike Jones, Lupe Fiasco for the ad campaign of “I Am What I Am”. The campaign, based around the image of athletes and Hip Hop artists, is supposed to represent individualism of each person to design and wear a shoe that fits their personality, lifestyle, and comfort demands. Previous artists and athletes in Reebok’s “I Am What I Am” promotional campaign include Shawn “JayZ” Carter; Curtis “50 Cent” Jackson; Yeo Ming of the Houston Rockets; Allen Iverson of the Philly 76ers; Tennis Legends Venus and Serena Williams; Luicy Liu and more.

In 2008, Reebok had started its global campaign The “Your Move” and continues to revolve Reebok’s positioning as the brand celebrates individuality, and supports those who choose to do things their way. Thiery Henry, Jankovic and Alexander Ovechkin did TV commercials.

In 2007, Reebok had started a global campaign called “Two People in Everyone”. The campaign, which brings to life Reebok's brand mission of 'Celebrating individuality in sport and life. Soccer stars Thierry Henry, Iker Casillas and Andriy Shevchenko, basketball all-stars Allen Iverson and Yao Ming, tennis rising star Nicole Vaidisova, Korean pop sensation Ivy, top Japanese model Jessica Michibata, South American triathlete Oscar Galindez and accomplished martial artist Kid

Yamamoto. Two People in Everyone showcases two distinctively different sides and emotions in each person. The essence of the campaign is to capture the off field side of these stars rarely seen by the outside world and to recognise the fact that our consumers live dual lives. Television Commercials were also made to promote the campaign.

In early 2007, Reebok launched a Run Easy campaign. It was a 30 million campaign. It featured pair runners like NBA’s Allen Iverson, Soccer Star Thierry Henry and Track athletes CarolinaKluft and Aries Merritt in its commercials. The commercials showed that they are chatting while running at a relaxed pace. The conversations are intercut to add a comic effect

.

Reebok India

In 2008, Reebok commercial of “Your Move” ad campaign featured celebrities like Bipasha Basu and Mahindra Singh Dhoni.

In 2007, global campaign of “Two People in One”, television commercials include Rahul Dravid.

In 2007, “Run Easy” campaign, Indian cricket captain Rahul Dravid and wicket keeper M.S. Dhoni featured in the Run Easy television commercials.

Infomercial

There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Reebok arrange several infomercials in the sports based program.

Reebok first infomercial was on April 2001 for the Reebok Core Board, a stationary muscle-training program. It was a 28-minute infomercial which demonstrated the system, including the workout regimens, user testimonials and the system functions.

Internet Advertising

Reebok.com sells the same products on their web site as they do in the stores, providing the users more ways of getting what they want.  The prices of goods sold at Reebok.com are comparable to those sold by their retail partners, so as not to take away sales and revenues from their traditional channel partners.  Reebok.com has not done much to promote its web site, but they do put their web site address at the bottom of all their television commercials and print advertisements.  With Reebok.com being international, the marketing message will have to be localized and "the choice of offline media will be determined on a country-to-country basis

Celebrity Endorsement

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. Reebok had used various sportsmen and non-sportsmen as their brand ambassadors.

Reebok International took various international cricket stars like Mahela Jayawardene, Sanath Jayasuriya, Habibul Bashar, etc. in the non sports arena, Reebok took Rapper Jay-Z, 50-Cent, Nelly, Scarlett Johansson for the celebrity endorsements.

Reebok India took Indian cricket stars like Mahindra Singh Dhoni, Rahul Dravid, Yuvraj singh. Bipasha Basu is also endorsed for the brand promotion.

Sponsorship Advertising

Reebok had sponsored many sports both internationally and nationally. The company had tie-ups with various sports for providing apparel, footwear, cricket equipments.

Reebok International

Reebok is the official sponsor of the International Cricket Council. It manufactures uniform for ICC International Panel of umpires and referees. Also, all the playing kits used in ICC Events, such as wickets, are sponsored by Reebok. It became official sponsor of ICC in 2007.

In North America, the company holds exclusive rights to manufacture and market both authentic and replica uniform jerseys and sideline apparel of the teams of the National Football League (NFL) since 2002 (marketed as NFL Equipment), the Canadian Football League (CFL) since 2004, and is the official shoe supplier to the NFL and Major League Baseball (MLB).

In Europe, the company holds exclusive rights with Premiership football club, Rugby Union.

In Australia, Reebok also signed an exclusive agreement to design and supply all eight team home and away strips for the new Australian A-League competition. Reebok sponsors four teams in the Australian Football League, those being the Fremantle Football Club, the Melbourne Football Club, the Port Adelaide Football Club and the Richmond Football Club.

Rebook India

Reebok sponsored sports kits for the great rich Indian Premier League teams, such as the Royal Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals, Chennai Super Kings and Deccan Chargers in the first edition of the league held in 2008.

Reebok also became the official partner of Force India on February 2009. Force India - India’s only Formula One Team - is all set to speed its way into the fast-paced lives of more and more Indians by partnering with premier sports and lifestyle products giant Reebok as its official apparel and footwear merchandising partner for the next 5 years. After inking the association in 2008, the partnership between Force India F1 team and Reebok has rolled out with the 2009 Force India Team wear collection.

Reebok Below the Line Promotion

In 2007, Reebok India had started with its Run Easy Campaign. In an attempt to encourage consumers to participate in the campaign, Reebok will give away ten thousand pairs of shoes in the first phase. The company has decided to explore the parks frequented by joggers to undertake promotional activities for the campaign.

Reebok Easy Vans along with trainers will demonstrate the spirit of Reebok Run Easy at the parks in cities like Delhi, Mumbai and Bangalore. The trainers will also teach fitness steps like warm ups, breathing patterns and foot movements to the joggers.The campaign enables Reebok to associate directly connect with the consumers, unlike cricket where they are involved as mere viewers. Reebok has launched three new footwear collections to attract the consumers who have just started running.

Reebok Print Ads

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