Reebok Toning Shoes    Controversy        Jessica Kress        Erin Plunkett      Lacie Normandy       Taylor Maher     Cr...
Background Information– Reebok quoted that their toning shoes would  increase and tone muscle   • Video to show how Reebok...
Background Information• The reason why % were false and prices were slashed:   – Research only conducted on 5 women on a t...
Background Information• Overview of how the Reebok EasyTone shoes  injured consumers.  – Body parts     •   Knee     •   A...
Objective• To improve Reebok’s reputation.  – Reimbursements  – Advertise product through social media  – Getting Fit for ...
Reimbursement• Fill out and send in paperwork about negative  product if not happy and keep product• Anything less than $2...
Goal: Advertise our product new ways, encourage consumers• Strategy: New Networks   – Social media       » Facebook       ...
Goal: Getting Fit for Summer• Strategy: Making sure our product reaches the target  audience, with the positive informatio...
Host Event• Event: “Walk-a-thon”  – Reebok promoting shoe  – Raising awareness for health organizations for the    specifi...
Goal: To extend media outreach      for broader impact!– Strategies   • How to:      –   Word of mouth      –   Billboards...
Evaluation– Campaign tracking survey   • We’ll be able to see survey research      – Geographic location      – Campaign t...
Evaluation• Would they continue to purchase new shoe?• Where are they purchasing the product?• Compute advertising value e...
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Pur fixed presentaiton

  1. 1. Reebok Toning Shoes Controversy Jessica Kress Erin Plunkett Lacie Normandy Taylor Maher Cristina Contreras
  2. 2. Background Information– Reebok quoted that their toning shoes would increase and tone muscle • Video to show how Reebok advertised their product • Percentages for each muscle group
  3. 3. Background Information• The reason why % were false and prices were slashed: – Research only conducted on 5 women on a treadmill for only 500 steps, reebok acknowledges that effect may diminish after consumers get used to the shoe. – Balance-ball Technology injured users due to unstable sole because of rounded design. – False advertising of toning percentages: 28% buttock, 11% hamstrings and calves. – Led to a $25 million lawsuit. Settled with the Federal Trade Commission (FTC) before it got out of control. – Reebok must reimburse customers who purchased EasyTone shoes who are not satisfied with results.
  4. 4. Background Information• Overview of how the Reebok EasyTone shoes injured consumers. – Body parts • Knee • Ankle • Calves • Achilles • Hip problems • Tightness in joints and muscles
  5. 5. Objective• To improve Reebok’s reputation. – Reimbursements – Advertise product through social media – Getting Fit for Summer promoting product positively – Host an Event to promote the shoe.
  6. 6. Reimbursement• Fill out and send in paperwork about negative product if not happy and keep product• Anything less than $200, no receipt is needed.• Send out apology letter to customers Refund can be found here: http://www.ftc.gov/bcp/cases/reebok/index.shtm
  7. 7. Goal: Advertise our product new ways, encourage consumers• Strategy: New Networks – Social media » Facebook » Twitter » YouTube » MySpace – News – TV commercials – Hanging ads in windows of retail stores
  8. 8. Goal: Getting Fit for Summer• Strategy: Making sure our product reaches the target audience, with the positive information. – Launch in the Spring of 2012 – Targeting customers to buy toning shoe. – Logo: “ReeNew” Reebok – Renewing Reeboks name and image » Posters • Include new sponsors with product • Appeal to target audience • Information in stores with coupons » Table Tents on college campus, parks, etc. • Make available to targeted audience (16-45). • Admitting faults by proving positive information to the community with a hands on approach.
  9. 9. Host Event• Event: “Walk-a-thon” – Reebok promoting shoe – Raising awareness for health organizations for the specific month – Walkers can try the shoe when walking • If they like them, they can get 20% off if bought that day.
  10. 10. Goal: To extend media outreach for broader impact!– Strategies • How to: – Word of mouth – Billboards/Posters – Social media outlets – Press Releases • Leverage third-party partnerships to add credibility – Promote new shoe in TV shows – Celebrities lifestyle – Exercise gym merchandise
  11. 11. Evaluation– Campaign tracking survey • We’ll be able to see survey research – Geographic location – Campaign targeting customers – Effects on different areas– Content analysis • Promotional Events • Media exposure to promote Reebok positively. – News paper articles – YouTube videos – Magazine articles – Social media comments
  12. 12. Evaluation• Would they continue to purchase new shoe?• Where are they purchasing the product?• Compute advertising value equivalency – Focusing on reliability and validity. – Compare their results with advertising.• Conduct surveys to customers who bought a pair shoe – True or False Surveys – Strongly Agree, Agree, Neutral, Disagree or Strongly Disagree Survey

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