Reebok - Tomorrow

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The second school project about Reebok made in advertising class.

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  • Strategic planning is the process of identifying a problem that can be solved with marketing communicationObjectives – what you want to accomplish? (Position Coke Zero as tasting like regular Coke)Strategies – how to accomplish the objectives? (To use taste tests so the young make target could experience how similar the tastes were)Tactics – actions that make the plan come to life (To use the idea of “taste infringement” complete with layers, actors and imaginary lawsuits.)It’s an era where customers, vendors and partners are no longer anonymous segments that you 'source,' 'manage' and 'market to.' They are people. People you connect with. Talk to. Advocate for. Listen to. And if you’re lucky, they sell for you, solve problems for you, defend you, listen to you and build your business for you, one conversation at a time, while you sleep."Read more: http://www.businessinsider.com/future-of-social-media-2011-11?op=1#ixzz1dT1uCGIN
  • REAL—COMMUNICATIONEXPLAIN how the consumer is in a relationship with nature/family/community through the brandNature: Shoe is the only thing between the nature/soil/rock/grass and your feet. Your feet lead your way outside to the natureFamily: Buy shoes to your mom and make her happy, go shopping together, ad includes real moms who don’t have the time to do exercise that’s why EasyTone is goodCommunity: Do all the cool and fun things together with your friends and the community.
  • Valentine’s day?
  • Valentine’s day?
  • All generations (children also)Not only to preach about environmental warming etc, but just to celebrate the relationship between human and natureGood chance to use REEbok – REEuse, REEduce, REEcycleThe green camapign can be extended a lot!
  • Come in with any sneakers, get in freeCome in with high heels (not recommended), pay entrance fee Come in with Reebok sneakers, get in free + free drinksA winning(lucky) number for everyone, prize Reebok sneakersFamous DJs
  • Since the party in 2010 (Pump it 2up) was such a success, Reebok will aim at making the party an annual tradition.
  • http://www.gaebler.com/Television-Advertising-Costs.htmAll are approx and tophttp://www.slideshare.net/moses5488/2010-campaign-reebok
  • Reebok - Tomorrow

    1. 1. Reebok Fulfilling PotentialWhat is Reebok tomorrow?Sung Yeon - Min Kyung - Laura Nyyssölä © 2011 dot2dot – connecting your ideas into 1
    2. 2. Reebok What is Reebok tomorrow?CONTENTS 1. Situational analysis 2. Current problems 3. Focus Group Interview 4. Strategic Planning 5. IMC Theme 6. Campaigns x3 7. Media Budget 8. Effect Measure 9. Video © 2011 dot2dot – connecting your ideas into 1
    3. 3. Reebok What is Reebok tomorrow?SITUATIONAL ANALYSIS Where is Reebok situated currently?  Fulfilling potential  Courage to challenge convention  Celebrating individuality  Having FUN ! © 2011 dot2dot – connecting your ideas into 1
    4. 4. Reebok What is Reebok tomorrow?CURRENT PROBLEMS & IMPROVEMENT SUGGESTIONS Exaggerated advertisements A more natural approach Controversial and confusing Stay with Reebok product names The current consumer segment Can be made stronger, is good BUT improve customer loyalty Can be broadened, find new market segments Forecasting the future trends Love: The RED campaign Ecofriendly: The GREEN campaign Community: The YELLOW campaign © 2011 dot2dot – connecting your ideas into 1
    5. 5. Reebok What is Reebok tomorrow?FOCUS GROUP INTERVIEW Effective. Really I can walk everyday comfortable walking Comfortable but hot. with Easytone. Diet shoes. (Reetone) Bottom is slippery. effect. (Reetone) - Female, 30 4 cm height (Reetone) - Female, 27 - Female, 24 effect, light, activity, looks good with jeans. (Zightech) - Male, 23 Red color is cute, 76 sensors are really Hot pink color is cute. comfortable, flexible Like the zigzag . (Realflex) shape, cushion, soft and - Female, 25 relaxed. (Zightech) - Female, 21 What is good/bad about Reebok? Why did you choose Reebok? © 2011 dot2dot – connecting your ideas into 1
    6. 6. Reebok What is Reebok tomorrow? STRATEGIC PLANNING 2012: One year long planMarketing To increase customer loyaltyobjective To penetrate new market segments Showing a true and trustworthy image of Reebok Building long-term relationships Strategies Showing we care, sustainability Remaining fun and individual! Tactics Campaigns x3 targeted at different segments © 2011 dot2dot – connecting your ideas into 1
    7. 7. Reebok What is Reebok tomorrow?IMC THEME Be in a relationship Be in a relationship Be in a relationship• RELATIONSHIP: make a relationship with the nature, with your family, with the community – Relationships are important in Korea, Asia!• Reebok: the consumer is in a relationship with the brand/company• Consumer: He/She is in a relationship with nature/family/community through the brand What does it mean to be in a relationship? Colorful marketing? - To care for something RED (April-May) : in a relationship with family - To love something GREEN (June-August) : in a relationship with nature - To respect something YELLOW (October-December): in a relationship with - To have fun together the community - To do things together - Every relationship is unique © 2011 dot2dot – connecting your ideas into 1
    8. 8. Reebok What is Reebok tomorrow?IMC THEME Relationship communication Reebok Family Sports Nature Community © 2011 dot2dot – connecting your ideas into 1
    9. 9. Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY Women 20’s TV, magazine, OOH Feel; emotion New: women 30-40• Love• Family month (May)• Right exercise – Feet support your entire body – Prevents joint inflammation (knees) .. “Head, shoulders, knees and toes lalalaaa”• Promotion: Bring your mother (with red clothes) and get 30% discount
    10. 10. Once upon a time somewhere in the beautiful land of South Korea at the beginningof May 2012… Daughter is Her going out mother, who on a date suffers from with her joint boyfriend inflammation, notices the shoes her daughter left in the corridor Mother Daughter tries on comes back daughter’s after a walking wonderful shoes for a date walk
    11. 11. She sees a memo fromher mother on herReebok shoes Immediately she decides to order her mother a new pair of Reebok walking shoes for the upcoming parents day
    12. 12. The next day… Delivery Daughter man rings hears the the bell doorbell from the delivery and opens the door Shoes are Finally delivered daughter is able to give her mother a pair of new walking shoes from Reebok!
    13. 13. Mother is delighted for the present and they have a happy time together!A couple hours later in the amazing world of social networking services… Daughters friend (Daughter2) reads about the happy story and “I should buy comes up with Reebok shoes an idea… for my mom also!”
    14. 14. Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY © 2011 dot2dot – connecting your ideas into 1
    15. 15. Reebok What is Reebok tomorrow?GREEN CAMPAIGN - NATURE Newspaper, magazines All generations Act; behavior , OOH• Ecofriendly• Care about the nature• Sustainability and environmental issues• Promoting the natural movement of the foot• Recycled shoe boxes and materials in the shoe• Marathon in unique but natural environments © 2011 dot2dot – connecting your ideas into 1
    16. 16. Reebok What is Reebok tomorrow?GREEN CAMPAIGN - NATURE © 2011 dot2dot – connecting your ideas into 1
    17. 17. Reebok What is Reebok tomorrow?YELLOW CAMPAIGN - COMMUNITY Younger generations Internet, Social media Connect; association 20-30• Community & Friendship• Having fun• Providing balance and energy efficiency• Club party sponsored by Reebok! – Come in with Reebok sneakers, get in free + free drinks – Come in with high heels (not recommended), pay entrance fee – A winning(lucky) number for everyone, prize Reebok sneakers – Famous DJs © 2011 dot2dot – connecting your ideas into 1
    18. 18. Reebok What is Reebok tomorrow?YELLOW CAMPAIGN - COMMUNITY © 2011 dot2dot – connecting your ideas into 1
    19. 19. Reebok What is Reebok tomorrow?MARKETING BUDGET• IMC theme video – Airing : 3 hundred million per month (for all areas)• RED – Bus : unit cost per month is 5~600,000 won – Subway : unit cost per month is 2~6million (screen door) – SA time TV commercial 30 million won – Consumer created content – save costs!! • Production 10 million• GREEN – Arranging a marathon : 10 million won – Newspaper advertising : publication cost is 37million – OOH advertising : 15 million – Recycled shoe boxes : 3 million won• YELLOW – Party 40 million won © 2011 dot2dot – connecting your ideas into 1
    20. 20. Reebok What is Reebok tomorrow?EFFECT MEASURE• Increase in sales• Number of people visiting the stores• Survey after purchasing shoes (get discount)• Increase of market share compared to previous year• The increased number of Facebook fans and users on brand page• Visitors on Reebok homepage © 2011 dot2dot – connecting your ideas into 1
    21. 21. http://www.youtube.com/watch?v=yTflUxeNbC0

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