Reebok CrossFit Marketing Action Plan

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A marketing action plan for Reebok’s Crossfit brand I developed with a group in my NYU Integrated Marketing program.

Elisa Tsang (http://www.slideshare.net/ElisaTsang) was a member in the group.

Reebok CrossFit Marketing Action Plan

  1. 1. ReeBok CrossFit Marketing Action Plan REEBOK CROSSFIT
  2. 2. agenda The Business issue Issue to opportunities opportunities to oBjectives OBJECTIVES TO STRATEGY STRATEGY TO EXECUTION MEASURING SUCCESS REEBOK CROSSFIT
  3. 3. THE Business Issue Sales forecast Has Been cut By Adidas Sales have Been down MARKET SHARE IS DOWN Opportunity to increase Sales on the Back of growing Trend
  4. 4. issue to OPPORTUNITIES REEBOK CROSSFIT
  5. 5. reeBok STRENGTHS WEAKNESSES Strong Brand equity and recognition not the top Brand choice for purchasing fitness apparel and footwear unique heritage Has initial grounding in the fitness market lost their appeal to the everyday consumer in fitness Adidas is ReeBok’s parent company Market share is low
  6. 6. reeBok analysis ReeBok’s sales and shares at a decline 2012 each quarter sales fell at least 25% Lost NFL trailing shares
  7. 7. there’s optimism Exclusive Brand for Crossfit worldwide unique fitness experience challenge physical, mental, social frequent competitions to push people further growing industry
  8. 8. reeBok’s market opportunities threats stand out within a growing fitness apparel industry Strong competition and Brands that play within the same marketplace re-instate ReeBok as leading Brand for fitness apparel consumer Buying due to healthier economy competitors to partake in CrossFit’s unique program Niche fashion Brands are appealing to a younger market
  9. 9. marketplace market trends: innovative fitness younger group athletic shoes purchased
  10. 10. marketplace market trends: innovative fitness younger group athletic shoes purchased market growth: overall Industry is growing shifts of consumer confidence
  11. 11. THE Competition Nike premium apparel provider for athletes a Brand for athletes’ aspirational goals Under Armour Brand identity is always aBout the team uniforms worn By teams at more than 100 universities
  12. 12. THE Competition Nike Under Armour Kinect Training for XBOX 360 University uniforms Fuel Band UA E39
  13. 13. THE TARGET MARKET “Teenagers currently spend an estimated $153 Billion a year on everything from computers to cars to clothes.” ! “Young people are interested in fitness, not as a way to fix health proBlems they already have, But to live a healthy life and prevent any proBlems in the future.”
  14. 14. THE TARGET MARKET Demographic segmentation: Generation Y / Millennials Geographic Segmentation: New York, Miami and Los Angeles Psychographic Segmentation: UrBan Achievers and Wealthy Younger Family Mixes. Behavioral Segmentation: CrossFitter influencer de: Some Traits Inclu ,535 ian HH Income: $35 Med loyment Levels: 
 Emp White Collar, Mix 
 Education Levels: College Graduate ck, ersity: White, Bla Ethnic Div Asian, Hispanic, Mix Age Ranges: < 35
  15. 15. THE SURVEYED MARKET
  16. 16. Market Research 70% urBan and 30% suBurBan median age of 27 Over 93% are health conscious 73% work out at least once a week
  17. 17. Market Research 56%
  18. 18. OPPORTUNITIES TO OBJECTIVES REEBOK CROSSFIT
  19. 19. THE MARKETING PLAN IVES ECT OBJ increase awareness of ReeBok CrossFit footwear and apparel in the US By 30% Become the preferred Cross Fit Brand among Generation Y share OBJECTIVES: e ok’s market shar Increasing ReeB to $5.0 share ear $ share to 10% Increase footw o 5% apparel $ share t Increase
  20. 20. The financial Plan IVES ECT OBJ increase $ sales By 23% within a year after the launch of the marketing plan turn the Bottom line to profitaBility By 2015
  21. 21. oBjectives to strategy REEBOK CROSSFIT
  22. 22. THE mission BREAK DOWN FITNESS BARRIERS LEAD A FITNESS REVOLUTION IMPROVE MENTAL, PHYSICAL, AND SOCIAL WELL-BEING
  23. 23. PRODUCT offering Nano 2.0 - Specialized CrossFit footwear Nano 3.0 - introduce in 2013 enhanced staBility, increased BreathaBility, greater flexiBility Customization - Your ReeBok specifically for CrossFit products
  24. 24. PRODUCT PRICING positioned as a premium offering within the sporting goods industry ! The new Nano 3.0 footwear line will Be premium priced at $200 as it offers unique quality and Benefits among this category
  25. 25. DISTRIBUTION
  26. 26. DISTRIBUTION ReeBok will continue to Be sold in national sporting goods retail stores department stores. ! The Big expansion on ReeBok’s distriBution channel will Be their exclusive ReeBok Fit HuB stores: Los Angeles Miami Houston Washington DC Chicago San Francisco
  27. 27. THE POSITIONING statement To all those seeking victory in the sport of fitness, 
 ReeBok’s CrossFit apparel elevates your performance and ignites your will to succeed.
  28. 28. ory In k Vict kout See Wor Your EBOK RE SSFIT CRO
  29. 29. how do we communicate? communications strategy awareness engagement
  30. 30. STRATEGY TO EXECUTION REEBOK CROSSFIT
  31. 31. awareness engagement TV TV Print youtuBe OOH twitter PR BUzz faceBook online Banners Four Square pre-roll pr Buzz
  32. 32. eel f st no Ma ot sp tv THE CREATIVE
  33. 33. sfit ros nge C lle cha ot sp tv THE CREATIVE Woman VO: The biggest challenge is to push yourself to the limit... Woman VO: So Reebok challenged America the Summer... See the challengers at youtube.com/ReebokCrossFit Woman VO: and found three challengers to train for the CrossFit games. Woman VO: Follow these challengers online and get inspired. AVO: Join in on the challenge and submit your CrossFit story online
  34. 34. THE CREATIVE RINT P OOH
  35. 35. THE app
  36. 36. THE Media PLAN
  37. 37. The P&L statement
  38. 38. The P&L statement annual marketing working Budget $10.35 million for North America 3.8% of operating margin 
 (down from 6% in first half of 2012) The CrossFit campaign cost $7.27 million (Production & Media) Operating margin will remain at 9.1%
  39. 39. MEASURING SUCCESS REEBOK CROSSFIT
  40. 40. monitoring CONTROLS KPI’s to monitor performance: Dollar and Unit sales growth By distriBution channel ReeBok stores E-commerce department stores Dollar Market Share growth vs. main competitors 
 for footwear and apparel
  41. 41. monitoring CONTROLS Other Financial and Marketing Metrics Quarterly reporting of awareness levels Quarterly category (footwear and apparel) reporting Monthly reporting email response rate Banner advertising click thru rate digital impressions FB likes growth, YouTuBe views, Twitter followers Monthly tracking of coupon/ promo code redemptions
  42. 42. thank you REEBOK CROSSFIT

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