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PRESENTED BY:
ANKUR NARANG {353}
ROHIT JAVERI {331}
SANCHET JAIN {410}
PARTH DOSHI {322}
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1. INTRODUCTION
2. REEBOK IN INDIA
3. PRODUCT STRATEGY
4. PRICING STRATEGY
5. PLACE STRATEGY
6. PROMOTIONAL STRATEGY
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Reeboks principal business activity is designing,developing & worldwide marketing of high qualityfootwear, apparel & equipment.
Reebok is 3rd largest seller of athletic footwear andathletic apparel in the world.
Reebok India commands a 51% market share in the
premium sports wear industry .
Over 500 exclusive Reebok Stores, 200 Shop in theshop outlets & 2500 dealer outlets.
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First multinational footwear companytoenter Indiaafterthe liberalizationofthe country'seconomyand postprofits.
Itset up India'sthird largest chainofexclusivebrandstoreswithabout 100 storesacrossthe country
Reebokenteredthe Indian marketin 1995 amidstformidablerivals like Adidasand Nike
Reebokdominatesthe Indiansportswear market
Its major competitors like Nikeand Adidashavenotbeenverysuccessful inthe Indian market
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Surgedin popularityin1982 whentheyintroduced
theFreestyle Athletic Shoedesigned forwomen
Itwasintroducedatthetimewhenaerobicshad
becomea crazeamongthe people
WiththesuccessoftheFreestyleathletic wear,theyintroducedanathletic shoe for men calledthe Ex-O-
Fit
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Researchrevealedthatall Indian consumerswantedwasan International brand footwear
Reebokenteredthe marketby providingthem thesameataffordable prices
Peoplebought products more forthe American brandimage, fashionand comfort.
Overtheyears asizeable portionofthe consumerbasebuysthe products forindulgingin some form of fitnessactivity.
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A functional issuethatwasinstrumental inaidingthe companyestablishitselfinthe countrywasthefactthatitsshoeshadbroader forefeet
Thissuitedthe Indian consumers
All itsotherrival brandshadshoeswithnarrow
forefeet
Itthenstartedtargetingthewomenand kidsbybringingoutapparelstosuitetheir likes
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Sportsitselfhasbecome fashionabletodayin India.
Intheirtargetsegment,sevenoutoften peoplenowindulgeinsomekindof physical activity
comparedto justoneintenin 1995.
Pricesensitivityhasalsodeclined considerably.
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Reebokhadbeenaddingastoreaweekin 2004
Forthenextyearthe companyhas lined up even
moreambitious planstoopen astoreevery 72hours.
Biggestinvestmenthasbeeninthe fieldof
marketinginfrastructure, creatinganinternational
and uniform retail ambienceinall ourexclusivestores.
Witharetail footprintof 720 franchisestoresand
presencein 230 cities
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Reebok Indiaseesrisingaspirationsamong people
intier-II citiesastheir counterpartsinthe major
cities
customersinsmallertownstoohavestartedto look
atbranded products.
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Reebokadvertising campaigns:
I Am What I Am Run Easy
Planet Reebok
Because Life Is Not Just A Spectator Sport
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Official sponsorof International
Cricket Council(ICC)- uniforms
for umpiresandreferees
Cricketersendorsing Reebok: M
S Dhoni,Yuvraj Singh, Rahul
Dravid,Yusuf Pathan
Sponsors four IPL teams: RCB ,
CSK, KKR and DC
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Alsosponsorsteamsinthe Australian
Football League
Endorsers from Bollywood like : Aamir Khan,
Bipasha Basu, John Abraham
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Reebokentered
the film foray
withthe movie
Dhan DhanaDhan GOAL
Reebokwas
integral tothestory lineofthe
movie
Unlikethe flash
and missendorsementsof
brandsseenin
other movies
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