ADVERTISING STRATEGY OF REEBOK

Presentation By :MADHULIKA MISHRA PAYAL SRIVASTAVA SONAL GUPTA SWETA SAXENA ZAINEB K. USMANI

OUTLINE
REEBOK S VISION BACKGROUND BUSINESS STRUCTURE PRODUCTS LOGO DEVELOPMENT REEBOK POSITIONING BRANDS ENDORSEMENTS LIST OF REEBOK S ADVERTISEMENT CAMPAIGNS ATHLETIC SHOE MARKET SHARE SWOT ANALYSIS CONCLUSION

REEBOK S VISION
Fulfilling Potential 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.

BACKGROUND
Reebok International Limited, a subsidiary of the German sportswear company Adidas, is a producer of athletic foot wears, apparel, and accessories. In 1890, Joseph William Foster came up with the idea to create a novelty spiked running shoe and founded a shoe company named J.W. Foster and Sons in Bolton, England(1895).

 In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in England. Reebok surged in popularity in 1982 after the introduction of the Freestyle athletic shoe, which was a designed for women and came out when the aerobics craze started. Reebok also introduced an athletic shoe for men, called the Ex-O-fit.

BUSINESS STRUCTURE
OPERATING SEGMENTS OPERATING REGIONS US Footwear Europe, Middle East Apparel and Africa (EMEA) Equipment Asia Pacific America Australia

PRODUCTS

LOGO DEVELOPMENT

REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life Reebok-people are unique. Celebrates the distinct qualities
unique points of view individual style remarkable talents. Authenticity

Reebok calls them visionary and original.

BRANDS
Reebok International Rock Port RBK CCM Hockey (World s Largest) Greg Norman Apparel Ralph Lauren Brand The Hockey Company Avia Onfield Apparel

ENDORSEMENTS
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),  Canadian Football League (CFL) since 2004, and  It is the official shoe supplier to the NFL and Major League Baseball (MLB).

EUROPE
The company maintains its relationship with its origins in the UK through a long-term sponsorship deal with Bolton Wanderers, a Premiership football (soccer) club. In rugby union, Reebok sponsored the Wales national team until late 2008, who won the Grand Slam in that year.

AUSTRALIA
Reebok sponsors four teams in the Australian Football League,
Gold Coast Suns Melbourne Football Club Port Adelaide Football Club Richmond Football Club

INDIA
Reebok sponsored sports kits for the great rich Indian Premier League teams, such as the Royal Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals and Chennai Super Kings in the first edition of the league held in 2008, however for the second edition held in 2009 the sponsorships included (Royal Challengers Bangalore, Kolkata Knight Riders, Chennai Super Kings, Kings XI Punjab) kits.

INTERNATIONAL CRICKET
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. International cricketers such as Sri Lankan captain Mahela Jayawardene, Sri Lankan Cricketers Sanath Jayasuriya , Ajantha Mendis, Indian captains Mahendra Singh Dhoni and Rahul Dravid, Bangladeshi captain Mohammad Ashraful , Bangladeshi cricketers Mohammad Rafique and Habibul Bashar, endorse Reebok. They are supplied with Reebok cricket shoes, as well as with cricket bats marked with the Reebok brand in the case of Dhoni. The recent cricketers include Yuvraj Singh and Yusuf Pathan.

LIST OF REEBOK ADVERTISING CAMPAIGNS

"Planet Reebok" "I Am, What I Am" "Run Easy" "Because Life Is Not Just A Spectator Sport" There are two people in everyone" "Pump Up, Air Out"' "Your Move" "Terry Tate: Office Linebacker"

I AM, WHAT I AM
In February 2005, Reebok launched its largest global integrated marketing. "I Am What I Am linked all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign encouraged young people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured in the campaign included music icons Jay-Z, Daddy Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder Stevie Williams.

RUN EASY
A movement that defies the way brands have presented and consumers have thought about running. Run Easy tells runners it s OK to run within their comfort zone. Run Easy was born out of the conviction that running has, over time, become focused on performance, distance and time and as a result, brands have targeted the serious runner and ignored the rest. Run Easy encourages those who run to stay fit or run as part of an active lifestyle, those who just started running, and those who are thinking about getting active again. With Run Easy, Reebok celebrates and promotes the more social and fun aspects of running, encourages and empowers more people to participate, get involved, and get active at your own pace and have fun while doing it.

REEBOK NATION
showcased Reebok's incredible ties to Boston sports. (2007 world series). GOAL: to bring excitement to the Reebok brand during a very exciting time for Boston sports. showcased many of the Red Sox, Patriots, Celtics and Bruins players, sports legends who wear Reebok on the field.

YOUR MOVE
The Your Move campaign-2008 continues to evolve Reebok's positioning as the brand that celebrates individuality, and supports those who choose to do things their way. The Your Move message is communicated to consumers through an integrated platform which includes: digital, TV, out-of-home, print and PR.

REE
On March 11, 2010 Reebok launched Reebok ZigTech TV ad. With Ree, Reebok is asking consumers to reethink their perceptions of
 Sport  why they play  sweat and cheer

The campaign is a fun, bold and provocative approach that aims to bring back the fun and joy.

THERE ARE TWO PEOPLE IN EVERYONE

Reebok showcases an unique insight in a first-of-itskind global integrated marketing & advertising campaign titled "Two People in Everyone. The campaign, which brings to life Reebok's brand mission of 'Celebrating individuality in sport and life. It will bring alive through a host of media innovation in television, retail, out of home media, print, digital and various other integrations.

 The focal point of the campaign lies in the simple, but universal concept that there are at least two sides to everyone. From the superstar athlete, top model or pop sensation to the everyday consumer, everyone can relate to having at least two sides. By showcasing the distinct differences that stretch beyond athletic and entertainment talent, Reebok is focused on celebrating individuality.

ATHLETIC SHOE MARKET SHARE

STRENGHTS AND WEAKNESS

STRENGHTS Teams more connected to the consumer. Multi-brand strategy Dedication to employees Hydro mover moisture technology DMX technology. Advertisement campaign WEAKNESS Rely on retail stores to sell products Issues with foot lockers Poor employment practices at their international manufacturing sites. Heavy dependency on footwear sales.

OPPORTUNITIES AND THREATS

OPPORTUNITIES
Established objectives. Result-oriented culture. Strengthen management team. Relevant advertising and marketing campaigns. Grow quality market share. Restructured production creation teams. National Football League campaign. Changed leadership for difficult brands.

THREATS
Strong US dollar. Weak department store channel. Foreign market is suffering. Economic decline in key markets. Chinese products Strong competition.