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Marketing Strategy of Reebok

Marketing Strategy of Reebok

Discuss Marketing Strategy of Reebok within the Marketing Management forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Reebok International Limited, a subsidiary of the German sportswear giant adidas, is a producer of athletic footwear, apparel, and accessories. ...

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Marketing Strategy of Reebok
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Anjali Khurana
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anjalicutek
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Marketing Strategy of Reebok - December 7th, 2010

Reebok International Limited, a subsidiary of the German sportswear giant adidas, is a producer of athletic footwear, apparel, and accessories. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle. In 1890 in Holcombe Brook, a small village 6 miles from the town Bolton, England, Joseph William Foster was making a living producing regular running shoes when he came up with the idea to create a novelty spiked running shoe. After his ideas progressed he joined with his sons, and founded a shoe company named J.W. Foster and Sons in 1895.[2]

In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in England, having found the name in a dictionary won in a race by Joe Foster as a boy; the dictionary was South African edition hence the spelling.[3] The company lived up to the J.W. Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979, Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade show and negotiated to sell them in North America

1. Adapting to Latent Consumer Preferences

2. Applying Marketing Creativity

3. Creation of Marketing Opportunities

The purpose of this research is to perform a marketing analysis on Reebok International. The company is an Americanbased firm, that sources products in South Korea, and markets products both in the United States and internationally. In 1979, BC Recreational acquired the North American license to sell a running shoe produced by Reebok, Ltd., a small British firm The shoe did not sell well in the United States, and, in 1982, the company developed its own shoe, and marketed it under the name Reebok (by this time, BC Recreational had ceased to exist, and the surviving company was Reebok International, Ltd.). In 1985, Reebok International bought the original British firm

This strategy was given huge boosts by Cybill Shepherd's wearing of Reeboks to the Emmy Award Ceremony, and by Mick Jagger's wearing Reeboks in a rock video. The company also displayed marketing creativity in 1986, when one order received from a Korean source arrived with shoes made of wrinkled leather. In 1986, wrinkled leather became the fashion look in athletic/casual shoes . MARKETING MIX STRATEGY A company's marketing mix is the combination of factors employed with respect to the Four Ps of marketing  product, price, place, and promotion. Reebok's application of the Four Ps is considered separately for each factor. Product Strategies Consumers typically recognize five distinctive product characteristics  quality level, features, styling, brand name, and packaging. Depending upon the type of product involved  physical, service, and so forth, not all of these characteristics will be applicable in each instance. While Reebok has made a point of designing shoes of high quality, the company has relied on style more heavily than other product characteristics .


n 2009, the Reebok brand has continued to execute its strategy, positioning itself as a premium sports and lifestyle brand focused on fitness and training. Based on its roots and heritage in fitness/training, consumer insights and positioning within the adidas Group, Reebok developed a clear roadmap for its key businesses going forward: Own Women’s Fitness, Challenge in Men’s Training/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 fulfil their potential in sport and in life by providing them with the opportunity, the products and the inspiration to have fun staying in shape.

Own women’s fitness

Reebok is on a mission to make fitness fun again for women. The brand’s commitment to women’s fitness is long-standing. It introduced Step Reebok in 1989 and was at the forefront of the aerobics movement of the 1980s. ...

Reebok is on a mission to make fitness fun again for women. The brand’s commitment to women’s fitness is long-standing. It introduced Step Reebok in 1989 and was at the forefront of the aerobics movement of the 1980s. This heritage and credibility has connected women to Reebok in a powerful way, and serves as the cornerstone for the brand’s business expansion. In 2009, the brand has accelerated its women’s programmes, introducing new partnerships and products and once again reaffirming its support of women’s health and fitness – whether it’s out of the gym, in the gym or for a cause.


* ReeTone: Women are busy and don’t always find the time to fit in their daily workout. Based on this relevant consumer need, in 2009, Reebok launched the EasyTone™ footwear collection that allows consumers to “take the gym with them”. EasyTone™ is based on Reebok’s proprietary “moving air” technology. It involves two balance pods under the heel and forefoot of the shoes that create natural instability with every step, forcing the muscles to adapt and develop tone. Building on the huge success of EasyTone™ in 2009, Reebok will launch an integrated marketing campaign around the world in 2010 under the motto of “ReeTone”. Reebok is also expanding its footwear offering into the running and training category, launching RunTone™ and TrainTone™ in 2010.

* ReeGym: Through Reebok’s partnership with Cirque du Soleil, the brand will continue to develop new inspiring workout experiences and product collections to strengthen its position in the gym. The overriding aim of this collaboration is not just to create physically demanding workout routines, but to create exercises that are fun, unique and enjoyable. In spring 2009, Reebok and Cirque du Soleil launched JUKARI Fit to Fly™, taking inspiration from the theatrical and physically demanding artistry of Cirque du Soleil. Building on this, in 2010 Reebok and Cirque du Soleil are launching JUKARI Fit to Flex™ – a workout that enhances flexibility and muscle tone with the help of a specifically designed JUKARI band. The JUKARI training experience is accompanied by a fully integrated women’s fitness range, the Reebok Cirque du Soleil collection, which combines the performance demands of the workout with the creativity of Cirque du Soleil. In addition, Reebok launched the On The Move collection of apparel and footwear, created for the needs of a woman’s busy lifestyle. The collection is versatile and able to be mixed and matched in or out of the gym.


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Challenge in men’s sport

Reebok is also a well-recognised men’s sports and training brand, a result of its innovative products and its long-standing partnerships with several of the world’s top athletes, professional leagues and teams. ...

Reebok is also a well-recognised men’s sports and training brand, a result of its innovative products and its long-standing partnerships with several of the world’s top athletes, professional leagues and teams. Given Reebok’s close collaboration with athletes, the brand has a clear understanding of athletes’ training needs. The primary focus is on creating versatile products that help athletes prepare for their sport irrespective of the discipline. For 2010, the brand is accelerating its men’s training efforts, introducing two key initiatives.


* ReeZig: In spring 2010, Reebok will introduce ZigTech™, a completely new training shoe for endurance sports like running and agility sports. In product testing, a host of enthusiastic athletes and consumers confirm that ZigTech™ is not only visually striking, but more importantly it addresses an unmet need of fitness runners and athletes. This need is to get more out of their workout and reduce wear and tear – thus allowing them to enhance their lifetime as an athlete. By maximising energy transfer through its zigzag geometry back to the actual running stride, this shoe allows the wearer to train longer, faster and healthier. This is achieved as the unique energy and cushioning system reduces stress on muscles by up to 20%, therefore reducing wear and tear on the runner’s body. The introduction of ZigTech™ will be supported by an integrated global marketing campaign “ReeZig” – featuring key athletes from Reebok’s roster – with major launches planned to coincide with global event milestones such as the Super Bowl.

* ReeTrain: In 2010, Reebok will introduce a complete range of strength training products for men based on its muscle toning platform of “moving air”. Air-filled pods under the heel and forefoot of the shoes create a natural instability with every step, forcing the muscles to adapt and work harder. This allows the consumer to “get more out of their workout”. The offering includes EasyTone™ for walking and casual wear, TrainTone™ for training exercises and the gym, RunTone™ for running and JumpTone™, helping to strengthen key leg muscles and thus allowing athletes to improve their vertical leap. The introduction of these products is supported by an integrated global marketing campaign, “ReeTrain”. Key Reebok athletes such as Lewis Hamilton will again bear testimony to Reebok’s training products. On the apparel side, Reebok will launch a versatile collection of apparel called “Training Day”. Designed for the athletes’ training needs, fusing sport and style influences, this collection is able to be worn on and off the pitch.

In addition, Reebok’s global men’s focus on training and running will be complemented by a select set of regional category priorities, for example American football, baseball and lacrosse in North America, or cricket in India.
To drive future growth in these categories, Reebok continues to develop a product and innovation strategy concentrating on fit. In 2010, Reebok is expanding its portfolio of fit technologies with the introduction of U-Form. Adapted from a Reebok-CCM Hockey skate technology, U-Form is a heat-activated customised fit system. The athlete heats the shoes (either in-store or at home) at around 200F/90C for 3.5 minutes. He then laces the shoe tight and relaxes for about 8 minutes as the shoe forms to the exact shape of his foot. By contouring the shoe to the shape of the foot, potential skin irritation is eliminated and, because of its proper fit, the performance of the underfoot technologies are optimised. U-Form will be available in select American football, basketball, baseball and running shoes starting in May 2010.
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Revive Classics

Although Reebok Classics was born from sport in the early 80s, today it represents the intersection where sport meets style, offering lifestyle footwear, apparel and accessories. In rebuilding the Classics business, a key tenet of the strategy is to control distribution by segmenting the product offering available for retailers, as well as keeping a tight rein on supply. ...
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