REEBOK (VANDU)

8/8/2019 REEBOK (VANDU)

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Presented By:VANDANADEEPIKAKIRANDEEP KAUR


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At Reebok , we see the world a little differently and

throughout our history have made our mark when

weve had the courage to challenge convention .

Reebok creates products and marketing programs

that reflect the brands unlimited creative

potential. ."

Mission Statement


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HISTORY

Reebok's United Kingdom-based ancestor company for athletes those wanted to run

fast.

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.

In 1985, Reebok completed its initial public offering (stock symbol is NYSE: RBK)

In 1990s, Reebok made a strategic commitment to align its brand with a select few of

the worlds most talented & exciting athletes.


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Reebok was the first multinational footwear company to enter India after the

liberalization of the country's economy .

Reebok started its operations in India in OCT 1995.when Reebok

international ltd. Entered into 80:20 joint venture with Delhi based Phoenix

overseas (Reebok India co.)

It offered 65 varieties of sports shoes & sport clothing such as T shirts,shorts in 5 exclusive stores in Delhi & Mumbai.

In august 2001,Reebok entered into retailing partnership with BATA India

for sale of Reebok & Rockport footwear in Bata outlets.

By 2001,Reebok,with 65 exclusive stores & 700 shop in shops in 78 cities.


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Company Overview

Reeboks principal business activity is to design, development &

worldwide marketing of high quality footwear, apparel & equipment.

Reebok is 3rd largest seller of athletic footwear and athletic apparel inthe world.

2004 Annual Sales = $4 billion

Reebok India commands a 51% market share in the premium sports

wear industry .

Over 500 exclusive Reebok Stores, 200 Shop in the shop outlets &

2500 dealer outlets.


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Reebok background

Multiple BrandsVariety of Product

Types

Footwear, apparel,fitness equipment,licensed watches,

bottled water, etc

Products may bemerchandised ascollections orassortments requiringcoordinated delivery

Products may requirespecial fixtures orcollateral promotionmaterial like posters,print ads, and store

signage

Multiple RetailChannels

Depart

ment stores

Sporting goods

Specialty retailers Company-owned stores

Licensees

Wholly-owned,

internationalSubsidiaries and

distributors

Sales in 140 countries

Internet


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Product in Offer

Running

Pink Ribbon

Sports equipments

Men's Styling

Women

Sportswear


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Athletic Wear Market Share


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QUESTION FOR DISSCUSION


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1) Strategies adopted by Reebok

Target Women : In 2001 Reebok India came up with a

set of salwar kurta as an exercise outfit for Indian women.

In summer 2002 Reebok launched womens collection,put forward its fitness line.

It also launched a range of personal fitness equipment

such as heart rate monitors, yoga mats, ankle weights,

dumbbells etc.

Targeting developing countries

Offering variety of products


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Strategies adopted by Reebok

Kids : in 2001 Reebok launched its new footwear range called Reebok kids.

In 2001, Reebok conducted a promotion campaign, where by with every

purchase of shoes worth rs.1,490 or above, kids got a pair of sandals free.

Another scheme is on buying Reebok products worth Rs 1500 or more,

one stood the chance of winning a free cricket camp with RAHUL DARVID.

Launched aerobics programs for students in 6th to 9th standard

to create awareness among fitness.


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CAN REEBOKs STRATEGIES SUSTAIN ITS LEAD

POSITION IN FUTURE?

We cant say that it will sustain its position in future also. Because

Adidas & Nike has also entered into Indian market.


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2)


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SWOT ANALYSIS

Strengths : Weaknesses

Research and developmentMarketingOutsourcingName recognition

Y2K+ ReadinessFinancials

Dependency on

Footwear salesInefficiencies within

ManagementRely on Retail

sales stores to sell.


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B.C.G MATRICS

Greg NormanGreg Norman

ReebokReebokintl ?Athletic footwearAthletic footwearDMX2000DMX20003D Ultralite3D UltraliteROCKPORT

AVIA

Relative Market ShareRelative Market Share

Marke

tGro

wth

Rate

Marke

tGro

wth

Rate

LowLowHighHigh

HighHigh

LowLow


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Michael Porters Five Force Model


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Contribution to Energy Conservation

Shopping Bags

Energy Audits

Optimum Utilization of

Energy in stores


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Transformation of a 113 year Old Company


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Consumer Behavior

Cultural Factors

Social Factors

Economic Factors

Product Factors

Demographic Factors


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25.86

37.07

19.83

7.76

9.48

0

5

10

15

20

25

30

35

40

500-999 1000-1999 2000-2999 3000-3999 4000 +

Readiness to Pay


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Sources

Reebok.com

Google

KPMG-FICCI Report http://www.indiainbusiness.nic.in/


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Questions & Comments

Documents

REEBOK (VANDU)