Reebok - Today

Reebok What is Reebok today?CONTENTS Strategy and focused areas Key product concept1. Company Profile Comparison with competitors SWOT Analysis Customer and market analysis: SOUTH KOREA2. Past Marketing (Late 1990’s - 2008) 4 x Campaigns: ReeTone, Ree, ZighTech, RealFlex3. Current Marketing (2009 - 2011) Marketing in Korea Integrated Marketing Communications (IMC)4. Summary Current problem Improvement suggestions © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today?COMPANY PROFILE• Established in 1980s and named after African gazelle• Adidas officially took over Reebok in 2006 due to struggling with several years of steady decline• Contributes 18 % of Adidas group sales• CEO: Uli Becker• Reebok is a global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today?COMPARISON WITH COMPETITORS How is Reebok different?  Fulfilling potential  Courage to challenge convention  Celebrating individuality  Having FUN ! © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today? SWOT ANALYSIS WEAKNESSESSTRENGHTS • Reebok’s name - branding and a high • It faces a lot of competition in the sport shoe quality image industry • Excellent service network • Its high prices have limited their range of • Teenagers and the young generation customers • Factory situated in New Delhi - to cut down the cost of production THREATSOPPORTUNITIES • The variety of design and function • The biggest threat is the popularity of • Moving from the specialist sports shoe other manufactures market to the young and adult market • Customer loyalty • New and innovative sports shoe designs • Limited customer base • Growing market © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today?MARKET ANALYSIS: SOUTH KOREAWhat is special about the Korean market? • Population 48.8 million  large market, potential • Age structure: 15-64 years 72.3%  aging • 81.5 % urbanized  technology, needs, values • Homogeneous  less diversification, language, faster to adapt new products (marketing) • Peninsula  little influence of neighbor countries (trends) • Women mostly use high heels • Men use 깔창 (kkal chang) © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today?CONSUMER ANALYSIS: SOUTH KOREA What is the caricature of a Korean consumer like? Walks a lot Reference groups important Women don’t do sports Likes bright colors and wants every day to be tall Actors and singers are Haves a good income examples/opinion leaders Focuses on shoes Technology centered (school uniforms, suits) © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today?PAST MARKETING (LATE 1990’s - 2008)• Commitment to identify its brand with the world’s most talented, exciting and cutting- edge athletes.• Since then, focused on athletes who represent the top elite of sports and fitness.• Exclusive partnership with the national leagues• Rbk – street-inspired footwear, cool and edgy• Integrated marketing campaign with sports, music, technology and entertainment• First non-athletes: Jay-Z and 50 Cent © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today?INTEGRATED MARKETING COMMUNICATIONS (IMC)• By communicating through advertisements and products Reebok makes every Reebok-user feel that they can have FUN in their own individual way. IMC messages are consistent, therefore more credible. This enhances the long-term relationship between the brand and consumer.• IMC in Korea – Advertisements (magazines, outside of home, TV (+dramas), Internet banner) – Promotion (people, events (IAAF Daegu+CrossFit)) – Integration tools (social media, blogs, apps) EVERYTHING COMMUNICATES !  Smart phones usage (timely reminders, updated information, special offers) place/convenience (where to buy), ppl promotion, more two-way communication © 2011 dot2dot – connecting your ideas into 1

Reebok What is Reebok today? CURRENT PROBLEMS • Exaggerated advertisements • Controversial and confusing product names (ee or ea?) • ZighTech advertising only for men •  The current consumer segment is good but can be broadened •  Only for limited market  solution, next presentation • Forecasting the future trendsVIDEO1 VIDEO2 © 2011 dot2dot – connecting your ideas into 1

Reebok - Today

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