This document provides a marketing plan for Reebok's EasyTone toning shoes. It includes a situation analysis of Reebok, the target consumer, toning shoe market and competitors. The plan's objectives are to increase Reebok's toning shoe market share by 20% and brand awareness by 65%. The advertising strategy will communicate the benefits of EasyTones like their balance pod technology through print, TV, internet and mobile ads estimated to cost $14 million. The goal is to make EasyTones the bestselling toning shoe brand.
B2B Marketing Communications Plan (template) v2Scott Armstrong
BrainRider has been getting requests for help with marketing communications planning so we decided to share a simple, practical plan template. This knowledge marketing template includes decision stage analysis and content planning to work with demand generation strategies. This is a preliminary version. We plan to add a best practice walk-through but please contact us if you want us to share best practices. And of course we love your comments and shares.
Cheers
The BrainRider Team.
"sharing what we know is what we do"
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
B2B Marketing Communications Plan (template) v2Scott Armstrong
BrainRider has been getting requests for help with marketing communications planning so we decided to share a simple, practical plan template. This knowledge marketing template includes decision stage analysis and content planning to work with demand generation strategies. This is a preliminary version. We plan to add a best practice walk-through but please contact us if you want us to share best practices. And of course we love your comments and shares.
Cheers
The BrainRider Team.
"sharing what we know is what we do"
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
This assignment is for students to learn paid social media and influencer marketing using the Stukent Mimic Social simulator. This is for a social media public relations or social media marketing class. Learn more about this assignment by seraching "stukent mimic social" at Mattkushin.com
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
This assignment is for students to learn paid social media and influencer marketing using the Stukent Mimic Social simulator. This is for a social media public relations or social media marketing class. Learn more about this assignment by seraching "stukent mimic social" at Mattkushin.com
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
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.
The enclosed information is proprietary and confidential. This document has been developed and created by and remains the property of vFit Technologies, Inc. and is provided on loan for the exclusive use of vFit Technologies, Inc. and associates only. No other use, reproduction or dissemination is authorized or permitted.
Digital and social media Case Study - Mountain Dew
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this presentation is all about the statistics of nike and puma and the comparison between the two companies through primary and secondary data and have done analysis of it.
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Nike is a atheletic American shoe maker company,founded by Bill Bower man and Phil Knight as Blue ribbon support in 1962 and later in 2003 the name was changed to NIKE.
Havingits headquaters in Beaverton,Oregon in the Polan metropolitan area.Its one of the renowned,biggest as well as the leading supplier for trendy athletic shoes worlwide.Not only shoes its also manufacture clothes and apparels as well . And as it gives a sale of 3.7 billion $ which makes this manufacturer control 47% of the atheletic shoe market . It supplies its product in more than 100 countries worldwide .And I must say with its beautiful design and sporty look as well for its high quality material NIKE has achieved that legendary as well as remarkable place in the shoe industry. Nike has grown to be the industry largest sports and fitness industry. The motive of Nike is to bring inspiration and innovation to every athlete in the world Nike is been compared with the leading competitor which are Adidas, Reebok and as well as Puma etc. The report also gives a brief description about how the marketing analysis take place in the particular shoe brand by discussing its strength, weaknesses, opportunity and also focusing some of the market strategies
Shoes On Nike
1
Executive Summary:
Situational analysis
▪ Background data on sales & costs.……………………………………………....Pg. 2
▪ Competitors………………………………………………………………………....Pg. 4
▪ Customers…………………………………………………………………………..Pg. 5
▪ Company …………………………………………………………………………...Pg. 6
▪ Community …………………………………………………………………………Pg. 8
Marketing strategy
▪ Mission ……………………………………………………………………………..Pg. 9
▪ Marketing and financial objectives ……………………………………………...Pg.10
▪ Target Market & Positioning ……………………………………………………..Pg.10
Marketing tactics
▪ Product Offering…………………………………………………………………..Pg. 11
▪ Distribution………………………………………………………………………...Pg. 13
▪ Promotion………………………………………………………………………….Pg. 15
▪ Pricing ……………………………………………………………………………..Pg. 17
Financial projections
▪ Break Even Analysis ……………………………………………………………..Pg. 18
▪ Cost Forecast……………………………………………………………………...Pg. 18
▪ Sales Forecast………………………………………………………………….....Pg. 18
References
▪ References………… ……………………………………………………………..Pg. 20
2
Part 1: Situational Analysis
1.1 Background data on
sales and cost
Nike was founded in the
State of Oregon in January
1996, by a track athlete, Phil
Knight and his coach, Bill
Bowerman (Nike 2017 10-K
Form, 2017).
Being the leader in the
athletic industry, Nike is the world’s largest supplier of athletic wear. Nike’s products are
divided into footwear, clothing, and training accessories. There are eight main
categories of Nike’s brand products. They are: running, soccer, basketball, action
sports, sports-inspired lifestyle products, golf, men’s and women’s training (Nike 2017
10-K Form, 2017).
Comparing Nike’s and
Adidas’ market capitalization
provides evidence of how Nike
grew as a company in athletic
wear during the past 17 years.
In 2001, both Nike and Adidas
started with a market
capitalization of close to 4
3
billion. In 2005, Nike, Inc. gained its lead in the industry, with its market capitalization
grew at a faster rate than Adidas. By 2010, Nike gained a market capitalization of 63.45
billion, and an annual revenue of 19 billion. In 2015, Nike’s market capitalization was
82.6 billion, while market capitalization of Adidas lagged behind at 17.1 billion (image
and text, Leach, 2015). During the 2017 fiscal year, the annual revenue for Nike, Inc. is
$34.4 billion, which rose 8% from the previous year on a currency-neutral basis (Nike
news, 2017).
Nike’s “swoosh” symbol was developed in 1971, and was registered with the
United States Patent and Trademark Office in 1974. Over the years, the Nike brand
became one of the strongest brand in the world. Currently, the Nike brand ranks as the
18th strongest in the world, estimated to be worth 27.0 billion dollars (Interbrand, 2017).
Along with its long-stand slogan “Just Do it,” the Nike brand became the face of the
company. Consumers associate the Nike brand with “superior quality, style, and
reliability” (De.
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
Have you ever wondered about the lost city of Atlantis and its profound connection to our modern world? Ruth Elisabeth Hancock’s podcast, “Visions of Atlantis,” delves deep into this intriguing topic in a captivating conversation with Michael Le Flem, author of the enlightening book titled “Visions of Atlantis.” This podcast episode offers a thought-provoking blend of historical inquiry, esoteric wisdom, and contemporary reflections. Let’s embark on a journey of discovery as we unpack the mysteries of ancient civilizations and their relevance to our present existence.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
4. Executive Summary Reebok is a renowned brand in athletic footwear and apparel. Recently Reebok has made strides to become the leader in toning footwear. Its main competitors are Skechers, New Balance, and Fit Flop. BJS&M has developed a comprehensive plan to position Reebok EasyTones as footwear that combines style, comfort, and toning while retaining the popular Reebok brand. This will be executed by strategically placing advertisements in the correct mediums to not only reach our target audience, but to communicate the values of the Reebok brand to them. Our campaign will consist of advertisements in print, television, internet, mobile, and promotional marketing that is estimated to cost $14 million. Our goal is to turn Reebok EasyTone into the bestselling brand for toning shoes. 2. 1.
5.
6. Reebok’s share of women’s footwear has gone from 3.3% to 8.0% in the past year.
9. Primary research provided a better understanding of the consumer as well as their perceptions and experiences with toning footwear as well as the Reebok brand3. 2.
10.
11. We see here that consumers rate comfort and quality as the primary attributes they look for in an athletic shoe, with fashion and stability falling right behind. Toning did not place very high. This could be explained by a lack of awareness since toning is a new aspect for shoes.4. 3.
12.
13. So far in 2010, toning footwear has made up 6.5% of the $17.5 billion U.S. athletic shoe market compared to 0% in 2009
14.
15.
16. Consumer concerns of foot and ankle pains. Possibility of ankle spraining. 5. 4.
25. Technology: Rocker bottom with curved sole and collapsible heel create instability to activate muscles. Kinetic wedge foam midsole designed to absorb shock, increase comfort, and stimulate muscle activity.
30. Technology: Fit Flop’s Microwobbleboard is their flagship technology. It increases the time your muscles are engaged in each step by offering three different densities for instability.
71. Indicate the various benefits of EasyTones by placing them in front of the word “tone,” (EX: “SmartTone, Imagetone, SleekTone.) This not only communicates the selling points of the shoe, but also creates higher recall of the EasyTone shoeCreative Strategy Focal Point: Reebok EasyTone shoes have an edge over their competitors with their innovative balance pod technology, sleek, fashionable appearance, as well as their ability to be customized. Positioning Statement: Reebok EasyTone is an established brand that combines toning and fashion with comfort and customization. Unifying Idea: “EasyTone, AnyTone” This phrase relates to our campaign of interchangeable words in front of the word “Tone”. It also subtly illustrates the idea of customizable EasyTones. 10.
72. Outdoor: Outdoor advertisements such as these billboards will be placed in Denver, Austin, Los Angeles, Honolulu, San Diego, Portland, Seattle, San Francisco, Minneapolis and Miami as our research indicated that they are the top ten most athletic cities. These ads are consistent with our creative strategy in that they advertise both the variety of the shoe as well as the many different advantages of the EasyTone shoe. The repetition of the word “tone” paired up with the benefits of the shoe will create recall of the word “EasyTone” among consumers. 11.
73. Print Ads: Half-page ads Above are examples of half-page print ads that would run in our selected print media. The ads illustrate EasyTone’s capability of being customized online which directs traffic to the Reebok website. Both our outdoor ads and out print ads can be interchangeable as well. The ad also sticks with the theme of naming a benefit of the product paired with the word “tone.” 12.
74. TV Spot: This will be a 30-second spot that will run on both cable and network television. The spot will highlight many of the qualities of EasyTone.The spot will alternate shots of women using EasyTones in various places and our theme of interchangeable words in front of the word “tone”. The shot of the woman will relate to the tagline. Music will play throughout the entirety of the commercial. The spot will end with the final shot of Reebok EasyTone and voice over that says “EasyTone. Any tone, any time.” 13.
75. Mobile Application: Custom EasyTone BSJ&M will design various mobile phone applications that will be compatible with several top smartphone models including: iPhone, HTC, Samsung, and Windows . The Mobile applications will advertise the strengthening benefits of EasyTone shoes as well as direct consumers to nearby locations carrying the shoes. Additionally, consumers will be able to use the application to customize and buy their own unique pair of EasyTone shoes. 14.
76. Point of Purchase: In-store Display In-store displays will encourage the consumer to test out the product in person while social Networking sites such as Facebook will allow the consumer to interact with the product online while directing them to the Reebok EasyTone website. Social Networking: Facebook 15.
77. Online Banner Ad: A large part of our advertising will take place online through banner ads placed on predetermined webpages. Above is an example of an animated banner ad that will run at the top of a webpage. The banner shows the various styles and benefits of the EasyTone shoe in each slide. By clicking the banner, the consumer will be directed to the Reebok.comEasyTone page. 16.
78. Promotional: “Bucks for ‘Boks” Above is a poster that advertises our “Bucks for ‘Boks” promotion. The poster encourages consumers to turn in their old pair of Reeboks to be recycled in exchange for a 15% off coupon that can be used towards the purchase of a new pair of EasyTone shoes. Since the posters will be placed in-store, it also encourages the consumer to test out the product. 17.
79. Media Strategy Reach and Frequency Objectives Frequency: 80% Our primary objective is frequency, because our brand is national and our consumers are diverse. Additionally we want to focus on brand recognition. Reach: 4 Reach is our secondary objective. We found reach to be less important, because through our research we discovered that Reebok has room to improve in awareness based on the market share to desired brand ratio of Reebok to Skechers . 18.
87. Media Selection Budget We recommend a budget of $14 million based off of approximately 3.5% of Reebok’s 35% share of the toning shoe market. Toning shoes make up an estimated 6.5% of the $17.5 billion athletic footwear market, or $1.4 billion for 2010. 20.
98. Sample Programs: Jersey Shore, 16 and Pregnant, Real Housewives of Beverly Hills, Top Chef, Work Out, The City, Teen Mom, The Real World, Project Runway, Desperate Housewives, Cook Yourself Thin, Grey’s Anatomy, Dance Your A** Off, America’s Next Top Model, exc.
115. Why? Will reach a large number of people in the target audience with low costs.23.
116.
117. Reebok EasyTones will set up booths during Relay For Life events in major U.S. cities to hand out water bottles to participants. Also, tents will be set up at the event for patrons to test out and purchase EasyTone shoes.
118. Registration information for Relay For Life will be available at Reebok retailers as well as on the Reebok.com website.
119. “Bucks for ‘boks” – Donate/recycle old Reeboks to participating stores for 15% off coupons.to be used towards the purchase of EasyTone shoes. This will be a national effort and will be advertised via point of purchase displays as well as via email to Facebook fans.
120. Drop-off locations will be located at Lady Footlocker, Famous Footwear, and Macy’s. Sales Promotion Sales Promotions will be available through a variety of outlets. Rebates to new and active gym members of Curves, and recycling and donation discounts for new and used shoes are the campaign’s prominent sales promotions. Each will be retainable online at Reebok.com or in select shoe department stores. Curves (women’s only gym) new and active members will get a rebate for $10 off of Reebok EasyTone shoes. This will increase Reebok.com’s web traffic and promote women to customize their own pair of EasyTones. Recycling and Donating new and used Reebok shoes will allow the recycler/donator to get a 15% discount off of their purchase of Reebok EasyTones in Reebok stores. This will allow for product interaction. Reebok EasyTone sales promotions will allow for the interaction between our target audience and product. This will create support and excitement through a network of interaction by Reebok EasyTones and the benefits it offers. An arrangement of sales promotions allows the audience to obtain the maximum amount of benefit associated with Reebok’s EasyTone product. 24.
123. Pre- and Post-tests levels of awareness and purchase intention at targeted locations i.e. Curves® women’s gyms, which will be monitored on a quarterly schedule.
124. Percent of coupons issued for donated/recycled old Reeboks for in-store credit, linked to an increase in product sales. 25.
125. References “Toning Shoes May Find Untapped Market in Men, NPD Data Find” By: Matt Townsend http://www.businessweek.com/news/2010-03-11/toning-shoes-may-find-untapped-market-in-men-npd-data-find.html 2) “Toning shoes, while hot, could be bad Nike fit” By: Alexandria Sage http://us.mobile.reuters.com/article/idUSTRE6202AI20100301?ca=rdt 3) “Why Skechers will ‘Shape Up’!” http://seekingalpha.com/instablog/729278-retailprodog/97729-why-sketchers-will-shape-up 4) http://www.adidas-group.com/en/investorrelations/default.aspx 5) http://www.skechers.com/ 6) http://www.reebok.com/US/custom-shoes/womens/listing?f.ProductId=37 7) http://www.newbalance.com/company/ 8) http://www.fitflop.com/ 9) “The Complete Guide to Toning Shoes” By: Ed Forteau http://www.walkingshoereviews.com/complete-guide-toning-shoes 10) “Soaring sales, wary words for toning shoes” By JennAbelsohttp://www.boston.com/business/articles/2010/07/23/soaring_sales_wary_words_for_toning_shoes/ 11) “Are Toning Shoes the Next Crocs?” By ALyceLomahttp://www.fool.com/investing/general/2010/09/10/are-toning-shoes-the-next-crocs.aspx 12) “The Most Multipurpose Toning Shoe on the Market” By QaswerAmin http://ezinearticles.com/?The-Most-Multipurpose-Toning-Shoe-on-the-Market&id=4783554 13) “UPDATE 2-Skechers Q3 lags on toning shoe build-up; shares fall” http://www.reuters.com/article/idUSSGE69Q0OX20101027 14) CORRECT (8/31): “Toning Shoe Makers Diversify To Grab More Market Share” By Veronica Dagher http://online.wsj.com/article/BT-CO-20100902-712144.html “’Toning’ Shoes Gain Traction” By Matt Townsend http://www.businessweek.com/magazine/content/10_24/b4182022652759.htm 16) “Nike Touts New Women’s Trainer, Counters Toning Shoe Claims” http://www.sportsbusinessdaily.com/article/141182 26.