MUMBAI UNIVERSITY

SYNOPSIS FOR

SALES, BRAND IMAGE & SERVICE EFFECTIVENESS IN REFERENCE TO REEBOK INDIA COMPANY

NAME: MOHIT PRAVIN TANDEL SEAT NO: MB33572012022 CLASS: FORTH SEMESTER MMS SUBMITTED TO:

Dr. ASHOK A.R.GOWDA

(DIRECTOR)

CONTENT
1. INTRODUCTION 2. COMPANY PROFILE THE REEBOK STORY PRODUCT PROFILE REEBOK PERFORMANCE SHOWROOM ACTIVITIES SPECIFICATION OF REEBOK 3. BREIF OVERVIEW OF THE PRODUCT OBJECTIVE OF THE STUDY STATEMENT OF THE PROBLEM SCOPE OF THE STUDY RESEARCH DESIGN RESERCH METHODOLOGY

4. DATA ANALYSIS AND PRESENTATION 5. RESULTS AND DISCUSSION MAJOR FINDINGS SWOT ANALYSIS LIMITATIONS OF THE STUDY REEBOK LOGO ACHIEVE

6. CONCLUSION 7. SUGGESTION

INTRODUCTION TO REEBOK
Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status. Reebok was founded by Joseph. William Foster in the 1895. Reebok originated from Bolton, England. J.W. Foster made the first running shoes with spikes. It was a black shoe in chrome leather. J.W. Foster died at the age of 52 in the year 1933. J.W. Foster and Sons got its name Reebok in 1958. Reebok means African Gazelle. It became an American company in 70s. Reebok came into India in the year 1995.

COMPANY PROFILE

REEBOK INDIA COMPANY PERFORMANCE1995 In 1995, Reebok started operations in India, exactly 100 years after Foster handmade the first Reebok shoe, through Reebok India company Reebok has an extensive distribution network, reaches out to its target customer through over 105 exclusive Reebok stores, 100 shop in shop outlets and 2500 dealer outlets. Currently Reebok is a market leader in its segment with a total of 47%market share, with footwear contributing 55% and apparel contributing45% share in turnover. Reebok mission is to inspire people to achieve their personal fitness goals by providing global expertise in design, styling and knowhow.

OBJECTIVE OF THE STUDY

To find out the most important source through which customers came to know about Reebok shoes. To find out the factors influencing the purchase of Reebok shoes. To find out the factors influencing the purchase of branded shoes.

STATEMENT OF THE PROBLEM

INTENSE SEGMENT RIVALRY The rivalry among existing competitors in the footwear industry is quite high. Large firms such as Nike and Adidas have grown immensely over the last two decades. Their global reach has expanded through all continents; this is attributed to the emergences of the Internet and e-commerce. Online selling has enlarged The reach for these firms allowing them to increase sales while minimizing operating costs. Most individuals in North America have access to high speed Internet and online purchasing has become the new trend for the twenty first century.

THREAT OF NEW ENTRANTS Due to the large scale of both Nike and Adidas, these firms are able to control their costs to retain performance advantage over emerging competitors in the industry. Their web sites are more sophisticated and enticing to browse. The capital injection into web site development is high and must be updated frequently with new promotions and added features to attract online shoppers. Selling footwear online is highly competitive; however, barriers to enter into this e-commerce industry are quite low. The capital requirement for setting up an online shop is comparatively lower than setting up a traditional bricks and mortar establishment. Therefore, the online footwear industry is highly abundant with hundreds of online merchants. THREAT OF SUBSTITUTE PRODUCTS Consumer substitutes for athletic footwear products are low because there are little alternatives to switch, some substitutes for athlete footwear could be boots, sandals, dress shoes or bear feet. Consumers are not likely to substitute due to the performance specification of the product. For instance, a basketball player would not wear boots to play basketball. Therefore, there are no real substitutes for athletic footwear.

SCOPE OF THE STUDY

The main multinational players in this industry are Nike, Puma, Fila, adidas & Reebok. Indian players include Action Shoes Ltd., Liberty Footwear Co., and Bata India Ltd. This report will mainly consider Reebok and a research on it.

RESEARCH METHODOLOGY
The research method for this project through the following data Primary data Through Questionnaires Personal visit to the company Secondary data Through various magazines Through websites