The Marketing Strategy, Segmentation, Targeting, Positioning and 7 Ps of Reebok Shoes.

1. -Mohsin H. Afaqui
(MBA, BE, PG-EDP)
School of Management
Pondicherry University

2. Company Profile

3. Marketing strategy of Reebok
 Reebok has dominated the Indian sports- wear market
 Reebok’s biggest investment has been in the field of marketing
infrastructure, creating an international and uniform retail ambience
in all their exclusive stores
 It understood the Indian consumer
very well, consumers wanted wear
an international brands of footwear
and Reebok gave them that at an
affordable price
Retails from two thousand multi-
brand outlets

4. Contd...
Reebok intend to significantly improve and increase their
product offering at high- and mid-price points to drive growth in
average selling prices
Reebok has tied-up with cricketers, In tennis, it sponsors the
Davis Cup, motor racing it is sponsoring the fastest Indian Narain
Kartikeyan
Own Women’s Fitness, Challenge
in Men’s Training/Sport and Revive
Classics

5. 7 Ps of Reebok
1. Products
a) For men
Running shorts ,sleek
odour free T-shirt,
jackets, polo shirts, and
sportswear.
b) For women
vests, shorts, T-shirts,
training pants, sports tops
and etc.

6. Shoes

7. 2. Price in the Marketing mix of Reebok
 Reebok has decided on a common pricing policy.
 Low prices where set as introductory prices
 Launch of a new product in the market, it follows the skimming
policy. (High prices for their superior products)
3. Promotion
Roping in sportsperson of various fields:
Cricket : Yuvraj Singh, Rahul Dravid, Dhoni and Irfan Pathan
Racing : Narain Kartikeyan.

8.  Reebok has a franchise organisation in India with more than
1,000 stores.
 It opened the world's largest Reebok showroom in Hyderabad.
 They have presence with other ecommerce portals like Amazon,
Flipkart, Myntra and more.
 Reebok has exclusive
stores, factory outlets, and
distributors.
 The company hire
professionals to choose the
location that best suits their
outlet.
4. Places

9. 5. Packaging
 Reebok is seeking a creative and
talented Package Designer, BFA in
Design or Packaging Design
 have 5+ years of professional
background working in package
design
 packaging creates a compelling
“out of box experience” that builds
brand loyalty
 Build partnerships with
(photographers, copywriters,
illustrators, and production support)
to ensure consistent brand vision
 Color & Trend to establish
competitive brand standards

10. 6. Positioning
 Reebok has re-positioned itself
in the fitness industry, and the
brand is now popular with gyms
and fitness junkies.

11. STP of Reebok

12. Segmentation

13.  Rebranded itself by changing their logo that focuses on a
specific athletic demographic
Targeting
 Unlike its competitors Nike &
Fila. Reebok wants to central
its focus even more to a tough
social fitness space.
The target customers claim
that Reebok understands what
tough fitness means for
women and what they need for
their lifestyle

14. Positioning
Reebok's positioning reflects :
 Celebrating the distinct qualities that make people who they are
 Their unique points of view
 Their individual style
 Their remarkable talents and accomplishments