Reebok has used various advertising and promotional strategies over the years to promote its brand in India. It has engaged multiple advertising agencies and developed different taglines. Some key strategies mentioned include celebrity endorsements with cricketers like Dhoni and Yuvraj Singh, sponsoring major sports events like the IPL, and conducting promotions like the Run Easy campaign. In 2009, Reebok appointed DDB Worldwide as its global creative agency to provide advertising solutions from offices in Berlin, Chicago and Hong Kong.
Reebok India commands a 54% market share in the premium sportswear industry. It reaches customers through 900 Reebok stores and 2,500 dealer outlets. The document analyzes Reebok's taglines and logos over time such as "Have Fun While You Run" and "I am what I am". It discusses Reebok's print, television, internet and celebrity endorsement advertising strategies. Reebok sponsors sports teams and events in India like the IPL and Formula One's Force India team. The marketing manager interview discusses Reebok's market leadership and plans to continue expanding operations and exploring new models to offer innovative products to consumers.
The Brand Identity Prism is a model developed by Jean-Noel Kapferer to help brands visualize and understand their identity through six key facets: physique, personality, culture, relationship, reflection, and self-image. For Adidas, their physique focuses on sports and fitness, their personality is traditional and conservative, their culture is European, their relationship with customers emphasizes quality and heritage, their reflection centers on sportsmanship, and their self-image promotes competing over winning. Analyzing a brand through the prism's different facets provides clarity on crafting an aligned branding strategy that distinguishes it from competitors like Nike.
Nike, Inc. is a well-known company that produce branded sport shoes and quality sportswear that has been admired by everybody for their brand. Brand management of Nike, Inc. has play an important role to the company as they are successful in capturing brand minded of consumers in all levels. Although at first Nike, Inc. faced tremendous critics from public about their inconsistent attitude which constantly changing their plans as they wanted, suddenly they realized that they need to come out with something to encounter the perception of public by introducing ―Just Do It‖ campaign which give the spirit of doing something without hesitate. At the time being, Reebok, the biggest competitor of Nike, Inc. trying to compete with them in term of sales but Nike, Inc. has proved that their ―Just Do It‖ campaign has been successfully implemented. The ―Just Do It‖ campaign has become one of the advertising methods by the Nike, Inc. in order to promote their brands until now.
Reebok is a sportswear company founded in England in 1895 that is now headquartered in Massachusetts. It produces sportswear and footwear and is owned by Adidas. Reebok aims to provide higher quality products at lower costs than competitors through broader product lines that appeal to consumers. Its product line includes shoes, apparel, sports equipment, exercise products, and personal grooming items. Reebok seeks to inspire athletes while maintaining high product standards and taking creative risks through its marketing.
Reebok sells apparel for CrossFit workouts. CrossFit involves varied daily workouts combining weightlifting, gymnastics, and other exercises. The document proposes a "WOD 30-day Reebok CrossFit Challenge" where people post daily photos of themselves completing a workout in Reebok gear on social media for a month. Participants would receive deals on Reebok apparel. The goal is to promote CrossFit, Reebok sales, and health through an engaging social media contest.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
The document discusses the history and importance of branding. It notes that branding originated from the practice of burning marks onto livestock and slaves to signify ownership. Over time, branding evolved to differentiate products and services in the marketplace and build customer loyalty and trust. The document outlines the key benefits of strong branding for both customers and companies. It also covers different types of branding strategies and factors that influence successful branding.
Reebok India commands a 54% market share in the premium sportswear industry. It reaches customers through 900 Reebok stores and 2,500 dealer outlets. The document analyzes Reebok's taglines and logos over time such as "Have Fun While You Run" and "I am what I am". It discusses Reebok's print, television, internet and celebrity endorsement advertising strategies. Reebok sponsors sports teams and events in India like the IPL and Formula One's Force India team. The marketing manager interview discusses Reebok's market leadership and plans to continue expanding operations and exploring new models to offer innovative products to consumers.
The Brand Identity Prism is a model developed by Jean-Noel Kapferer to help brands visualize and understand their identity through six key facets: physique, personality, culture, relationship, reflection, and self-image. For Adidas, their physique focuses on sports and fitness, their personality is traditional and conservative, their culture is European, their relationship with customers emphasizes quality and heritage, their reflection centers on sportsmanship, and their self-image promotes competing over winning. Analyzing a brand through the prism's different facets provides clarity on crafting an aligned branding strategy that distinguishes it from competitors like Nike.
Nike, Inc. is a well-known company that produce branded sport shoes and quality sportswear that has been admired by everybody for their brand. Brand management of Nike, Inc. has play an important role to the company as they are successful in capturing brand minded of consumers in all levels. Although at first Nike, Inc. faced tremendous critics from public about their inconsistent attitude which constantly changing their plans as they wanted, suddenly they realized that they need to come out with something to encounter the perception of public by introducing ―Just Do It‖ campaign which give the spirit of doing something without hesitate. At the time being, Reebok, the biggest competitor of Nike, Inc. trying to compete with them in term of sales but Nike, Inc. has proved that their ―Just Do It‖ campaign has been successfully implemented. The ―Just Do It‖ campaign has become one of the advertising methods by the Nike, Inc. in order to promote their brands until now.
Reebok is a sportswear company founded in England in 1895 that is now headquartered in Massachusetts. It produces sportswear and footwear and is owned by Adidas. Reebok aims to provide higher quality products at lower costs than competitors through broader product lines that appeal to consumers. Its product line includes shoes, apparel, sports equipment, exercise products, and personal grooming items. Reebok seeks to inspire athletes while maintaining high product standards and taking creative risks through its marketing.
Reebok sells apparel for CrossFit workouts. CrossFit involves varied daily workouts combining weightlifting, gymnastics, and other exercises. The document proposes a "WOD 30-day Reebok CrossFit Challenge" where people post daily photos of themselves completing a workout in Reebok gear on social media for a month. Participants would receive deals on Reebok apparel. The goal is to promote CrossFit, Reebok sales, and health through an engaging social media contest.
Concept of Branding in General: An Analysis of Customers’ PerspectiveDr. Amarjeet Singh
When the word brand comes to mind, we, as a customer, can only think about those names which have created an impact in our mind. We do not keep those brand names in our mind which are not impactful. At the same time, it is a major concern for the brands to captivate the place in customers’ minds so that while making a purchase, customers can choose without having second thoughts. The concept of branding is very important in today’s globalized market, as there are lots of competitors in every field. It is the duty and responsibility of the top management of a company to maintain its brand image. But often they fail to do so due to lack of copy testing and customer behavior analysis. Furthermore, it is also important to know about customers’ perception on the concept ‘branding.’ This paper deals particularly with the perception of customers on the concept of branding. Researchers quantitatively analyzed the data collected from a survey to make conclusions which will help the managers to have an insight before making marketing strategies.
The document discusses the history and importance of branding. It notes that branding originated from the practice of burning marks onto livestock and slaves to signify ownership. Over time, branding evolved to differentiate products and services in the marketplace and build customer loyalty and trust. The document outlines the key benefits of strong branding for both customers and companies. It also covers different types of branding strategies and factors that influence successful branding.
Positioning Imperial leather as the Best Selling LuxurySoapAsher Wilson
Marketing strategies for market dominance and improved visibility of the Imperial leather brand on the Ghanaian market.
Did this as part of the Graduate Trainee recruitment process at PZ Cussons Ghana.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
The document provides a report on measuring the brand image of Dove soap through the Brand Asset Valuator model and laddering technique.
The Brand Asset Valuator analysis found that while Dove had high esteem and differentiation, its brand knowledge and relevance were lower compared to competitors like Garnier. Laddering interviews revealed that consumers associate Dove with quality but are less aware it is a full personal care brand.
Burberry is a British luxury fashion house known for its trench coats. In the 1990s, Burberry struggled as its trademark plaid pattern was no longer seen as a sign of quality, but it rebounded in the early 2000s as sales nearly doubled and profits tripled. A five forces analysis shows Burberry faces high bargaining power from suppliers due to its selective sourcing, moderate bargaining power from buyers and threats of substitution due to its product range, low threats of new entry due to its brand loyalty and premium offerings, and moderate competitive rivalry as it focuses on innovation within core categories.
The document discusses the experiences of multinational companies like P&G, Kellogg's, and Fiat in entering and establishing themselves in the Indian market. It notes that many companies initially failed to succeed because they did not properly understand differences in Indian consumer behavior and applied theories and strategies directly from other markets without adapting to the local context in India. Over time, companies that learned to truly localize their products, marketing, and distribution were able to achieve better results in the Indian market. The document also highlights examples of successful localized strategies adopted by companies like ITC, Unilever, and LG Electronics.
This marketing plan summarizes Axe deodorant's product line, target markets, and promotional strategies. Axe offers a range of natural deodorants for both men and women. Its target market is males aged 16-25. The plan outlines Axe's mission, organizational structure, SWOT analysis, and promotional activities like social media marketing, signage, and sales promotions. The objective is to sell 100,000 units in the first year and break even within 18 months.
V53 10 step marketing plan for rexona_draftKaye Olivar
Rexona's primary target market are active individuals aged 16 to 35 who want an odorless underarm that stays dry for 24 hours. Their needs include belonging and status, while their wants are for whiter underarms. Competitors include Splash, Nivea, and Axe. The opportunity lies with teenagers seeking an affordable deodorant. Rexona holds 30% of the market and uses promotions featuring celebrities through TV, print and billboards. The product is distributed nationwide and leverages differentiation through proprietary technology.
Cadbury's Media Planning :
- History
- Brand Family
- Cadbury in Various Media: TVC, Print, Social Media, PR
- Campaigns, Marketing Equation
- Cadbury's pandemic marketing
- Cadbury's collaboration with Ogilvy
-Reasons behind success
The document provides a proposal for positioning Imperial Leather soap as the best selling luxury soap brand in India. It includes a table of contents, company mission statement, analysis of factors affecting consumer behavior, current market analysis of competitors including Lux, Dove and Lifebuoy, conclusion, and SWOT analysis. It then outlines the strategic planning process including defining the company mission, setting objectives, designing business portfolio, and planning functional strategies such as market segmentation, target marketing, and product positioning.
The document discusses HLL's introduction of the Rexona deodorant brand in India in the 1990s. At the time, deodorants were a new product category and most consumers were unaware of body odor as a problem. HLL launched an educational marketing campaign to create awareness of body odor and position deodorants as a solution. They targeted young consumers aged 16-20 by making the product affordable and packaging it attractively. The campaign was successful in growing the deodorant market from 1000 tonnes to wider adoption. However, HLL chose not to target consumers over 40 due to factors like their resistance to new innovations and being less susceptible to social influences.
Burberry underwent a revival in the late 1990s led by Rose Marie Bravo. The brand had lost its luxury appeal and exclusivity through over-licensing, inconsistent quality, and a product range that spanned from wallpaper to chocolate. Bravo repositioned Burberry through its 4Ps: reclassifying product lines as core luxury or fashion-oriented; increasing prices on par with competitors; evolving the distribution model with flagship stores; and renaming to communicate a discontinuity with the past while honoring the heritage. The revival helped Burberry regain its image as a luxury brand through stricter control of its design, manufacturing and distribution.
Dove Whitenening Deodrant- Brand ExtensionSameer Mathur
Dove launched deodorants in India as a brand extension of its skin and hair care products. As of 2014, Dove held 2% market share in the deodorant category in India, which was a growing market worth INR 24 billion. Dove's deodorants are targeted at upper middle and premium class women between 17-50 years old. Key products include a whitening deodorant marketed as reducing dark underarms within 2 weeks. Dove positions its deodorants based on emotional appeals of real beauty rather than celebrity endorsements or alcohol content like competitors.
Marketing Strategy for Chocolate ClothingMadhuranath R
This presentation describes the Marketing Strategy to be implemented by Chocolate Clothing, Philippines. It was undertaken as an academic consulting project.
The document discusses Nivea's brand hierarchy and portfolio management strategies. It outlines Nivea's history dating back to 1911 and expansion over the decades. Key aspects covered include establishing brand positioning through values like trust and care. The summary also discusses implementing marketing programs by mixing brand elements, using subbrands and co-brands to leverage associations. Finally, it touches on Nivea's portfolio structure including its logo evolution and brand hierarchy tree.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
This research proposal aims to evaluate the effectiveness of brand extension strategy for Dove, a personal care brand owned by Unilever. The study will examine factors like branding campaigns, media planning, customer attitudes, brand development and management, and public relations that may influence the success of Dove's brand extensions. Both quantitative and qualitative research methods will be used, including surveys, statistical analysis, and observations. The goal is to understand how these components shaped Dove's evolution and determine if its brand extension strategy was successful in positioning new products under the Dove brand name. The literature review will cover topics like brand theory, types of brand extensions, and critical success factors for personal care product extensions. The methodology section outlines a deductive,
Brylcreem is a iconic men's hair styling brand founded in 1928 in Birmingham. It offers gels, waxes, and creams that provide an "unmessable style" holding the hair in place. Brylcreem competes based on its styling power, memorable branding, and endorsement by celebrity icons. A SWOT analysis finds strengths in its long history and equitable pricing, but weaknesses in limited product lines and indistinct packaging. Opportunities exist in rebranding and leveraging celebrity endorsements, while threats include competition and preferences for trendier packaging among younger consumers.
Companion presentation to our academic paper on the advertising strategy employed by Axe (Unilever). Course on advertising at the University of Leuven; twitterfeed: @KulAdv.
For more information, nudge me on twitter: @rozeridder
Paper by Hasse Boons, Sanne Meussen, Virginie De Mey, Jonathan Huyghe and Sophie Vanden Eynden (group 12).
The comparison between two advertisement of same products two different compa...Nafiz Akram
Assignment Of The comparison between two advertisement of same products two different companies .we took Nike and New balance print media and commercial for the comparison which data we didn't own.
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
Positioning Imperial leather as the Best Selling LuxurySoapAsher Wilson
Marketing strategies for market dominance and improved visibility of the Imperial leather brand on the Ghanaian market.
Did this as part of the Graduate Trainee recruitment process at PZ Cussons Ghana.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
The document provides a report on measuring the brand image of Dove soap through the Brand Asset Valuator model and laddering technique.
The Brand Asset Valuator analysis found that while Dove had high esteem and differentiation, its brand knowledge and relevance were lower compared to competitors like Garnier. Laddering interviews revealed that consumers associate Dove with quality but are less aware it is a full personal care brand.
Burberry is a British luxury fashion house known for its trench coats. In the 1990s, Burberry struggled as its trademark plaid pattern was no longer seen as a sign of quality, but it rebounded in the early 2000s as sales nearly doubled and profits tripled. A five forces analysis shows Burberry faces high bargaining power from suppliers due to its selective sourcing, moderate bargaining power from buyers and threats of substitution due to its product range, low threats of new entry due to its brand loyalty and premium offerings, and moderate competitive rivalry as it focuses on innovation within core categories.
The document discusses the experiences of multinational companies like P&G, Kellogg's, and Fiat in entering and establishing themselves in the Indian market. It notes that many companies initially failed to succeed because they did not properly understand differences in Indian consumer behavior and applied theories and strategies directly from other markets without adapting to the local context in India. Over time, companies that learned to truly localize their products, marketing, and distribution were able to achieve better results in the Indian market. The document also highlights examples of successful localized strategies adopted by companies like ITC, Unilever, and LG Electronics.
This marketing plan summarizes Axe deodorant's product line, target markets, and promotional strategies. Axe offers a range of natural deodorants for both men and women. Its target market is males aged 16-25. The plan outlines Axe's mission, organizational structure, SWOT analysis, and promotional activities like social media marketing, signage, and sales promotions. The objective is to sell 100,000 units in the first year and break even within 18 months.
V53 10 step marketing plan for rexona_draftKaye Olivar
Rexona's primary target market are active individuals aged 16 to 35 who want an odorless underarm that stays dry for 24 hours. Their needs include belonging and status, while their wants are for whiter underarms. Competitors include Splash, Nivea, and Axe. The opportunity lies with teenagers seeking an affordable deodorant. Rexona holds 30% of the market and uses promotions featuring celebrities through TV, print and billboards. The product is distributed nationwide and leverages differentiation through proprietary technology.
Cadbury's Media Planning :
- History
- Brand Family
- Cadbury in Various Media: TVC, Print, Social Media, PR
- Campaigns, Marketing Equation
- Cadbury's pandemic marketing
- Cadbury's collaboration with Ogilvy
-Reasons behind success
The document provides a proposal for positioning Imperial Leather soap as the best selling luxury soap brand in India. It includes a table of contents, company mission statement, analysis of factors affecting consumer behavior, current market analysis of competitors including Lux, Dove and Lifebuoy, conclusion, and SWOT analysis. It then outlines the strategic planning process including defining the company mission, setting objectives, designing business portfolio, and planning functional strategies such as market segmentation, target marketing, and product positioning.
The document discusses HLL's introduction of the Rexona deodorant brand in India in the 1990s. At the time, deodorants were a new product category and most consumers were unaware of body odor as a problem. HLL launched an educational marketing campaign to create awareness of body odor and position deodorants as a solution. They targeted young consumers aged 16-20 by making the product affordable and packaging it attractively. The campaign was successful in growing the deodorant market from 1000 tonnes to wider adoption. However, HLL chose not to target consumers over 40 due to factors like their resistance to new innovations and being less susceptible to social influences.
Burberry underwent a revival in the late 1990s led by Rose Marie Bravo. The brand had lost its luxury appeal and exclusivity through over-licensing, inconsistent quality, and a product range that spanned from wallpaper to chocolate. Bravo repositioned Burberry through its 4Ps: reclassifying product lines as core luxury or fashion-oriented; increasing prices on par with competitors; evolving the distribution model with flagship stores; and renaming to communicate a discontinuity with the past while honoring the heritage. The revival helped Burberry regain its image as a luxury brand through stricter control of its design, manufacturing and distribution.
Dove Whitenening Deodrant- Brand ExtensionSameer Mathur
Dove launched deodorants in India as a brand extension of its skin and hair care products. As of 2014, Dove held 2% market share in the deodorant category in India, which was a growing market worth INR 24 billion. Dove's deodorants are targeted at upper middle and premium class women between 17-50 years old. Key products include a whitening deodorant marketed as reducing dark underarms within 2 weeks. Dove positions its deodorants based on emotional appeals of real beauty rather than celebrity endorsements or alcohol content like competitors.
Marketing Strategy for Chocolate ClothingMadhuranath R
This presentation describes the Marketing Strategy to be implemented by Chocolate Clothing, Philippines. It was undertaken as an academic consulting project.
The document discusses Nivea's brand hierarchy and portfolio management strategies. It outlines Nivea's history dating back to 1911 and expansion over the decades. Key aspects covered include establishing brand positioning through values like trust and care. The summary also discusses implementing marketing programs by mixing brand elements, using subbrands and co-brands to leverage associations. Finally, it touches on Nivea's portfolio structure including its logo evolution and brand hierarchy tree.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
This research proposal aims to evaluate the effectiveness of brand extension strategy for Dove, a personal care brand owned by Unilever. The study will examine factors like branding campaigns, media planning, customer attitudes, brand development and management, and public relations that may influence the success of Dove's brand extensions. Both quantitative and qualitative research methods will be used, including surveys, statistical analysis, and observations. The goal is to understand how these components shaped Dove's evolution and determine if its brand extension strategy was successful in positioning new products under the Dove brand name. The literature review will cover topics like brand theory, types of brand extensions, and critical success factors for personal care product extensions. The methodology section outlines a deductive,
Brylcreem is a iconic men's hair styling brand founded in 1928 in Birmingham. It offers gels, waxes, and creams that provide an "unmessable style" holding the hair in place. Brylcreem competes based on its styling power, memorable branding, and endorsement by celebrity icons. A SWOT analysis finds strengths in its long history and equitable pricing, but weaknesses in limited product lines and indistinct packaging. Opportunities exist in rebranding and leveraging celebrity endorsements, while threats include competition and preferences for trendier packaging among younger consumers.
Companion presentation to our academic paper on the advertising strategy employed by Axe (Unilever). Course on advertising at the University of Leuven; twitterfeed: @KulAdv.
For more information, nudge me on twitter: @rozeridder
Paper by Hasse Boons, Sanne Meussen, Virginie De Mey, Jonathan Huyghe and Sophie Vanden Eynden (group 12).
The comparison between two advertisement of same products two different compa...Nafiz Akram
Assignment Of The comparison between two advertisement of same products two different companies .we took Nike and New balance print media and commercial for the comparison which data we didn't own.
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
The Honey Partnership is a marketing services agency that helps businesses grow and globalize. They specialize in social-creative services, combining social media with creative problem-solving. Their services include social strategy, PR and social management, brand and product launches, and creative campaigns. They have experience working with both B2C and B2B brands in various industries. Their case studies demonstrate success in building communities, creating viral content, generating media coverage, and supporting crowdfunding campaigns.
This document provides an overview and analysis of Nike's 2012 "MakeItCount" cross-media advertising campaign. It describes the campaign's purpose of promoting Nike's brand and products around major sporting events. Key aspects summarized include the campaign using inspirational quotes from athletes like Mo Farah in print and social media ads. It also discusses the production process, distribution across various media platforms, and regulatory compliance of the campaign.
Nike is an American corporation that designs, develops, and markets athletic footwear, apparel, equipment, and accessories. It was founded in 1964 and is headquartered near Portland, Oregon. Philip Knight co-founded the company and served as chairman, while Mark Parker currently serves as CEO. Nike utilizes various marketing strategies like celebrity endorsements and sponsorships to promote its products and maintains a strong brand image. However, these strategies also carry risks if market and consumer trends change rapidly. Nike must continue innovating and adapting to stay ahead of competitors in the sportswear industry.
This document provides a marketing analysis of Reebok India's marketing strategy. It discusses Reebok's history in India since 1995 and describes its current product lines including shoes (ReeTone, ReeGym, ReeZig, ReeTrain), apparel, and a kids line (Reebok Junior). It also analyzes the 4Ps of Reebok's marketing mix: products, price, promotion through celebrity endorsements, and placement through its retail stores. The analysis is submitted to a marketing professor for review.
Coca-Cola uses an integrated marketing communications approach to promote its brands. It utilizes various promotional tools including advertising, public relations, sales promotions, direct marketing, and interactive marketing. Coca-Cola's promotional strategy aims to build brand awareness and loyalty by connecting with consumers through mass media campaigns, social media initiatives, and community events. Analysis shows that Coca-Cola's IMC approach has been highly successful, generating significant revenue while achieving market leadership in most countries through strong customer loyalty.
The document discusses Nike's famous "Just Do It" advertising campaign from 1988. It summarizes that the campaign was a response to Nike losing market share to Reebok in the 1980s. The "Just Do It" slogan and celebrity endorsements tapped into consumers' desires for fitness and a healthy lifestyle. The timing of the campaign capitalized on the fitness craze of the 1980s. The memorable ads were humorous yet compelling people to exercise, preferably in Nike sneakers. The iconic campaign was a success in boosting Nike's sales and market position against Reebok.
This document summarizes information about Nike Sports Agency and Nike's marketing strategies. It discusses Nike's target audience, competitive analysis, brand awareness tactics, internal structure, ability to implement promotional programs, communications processes, and advertising objectives and plans for a new "Nike Full Effect" agency branch. Key points are that Nike has a broad target audience, top competitors include Adidas and Under Armour, and it utilizes brand ambassadors, sponsorships, and social media to build awareness and loyalty.
Subhinder Singh Prem, MD of Reebok India, discusses the brand's strategy and evolution in India. Reebok enjoys over 54% market share but continues to challenge itself. It has explored new distribution models through tie-ups to gain pan-India reach. Reebok also launches innovative products like the Easytone sneakers designed by NASA to position itself as a lifestyle brand beyond hardcore sports. While cricket has helped Reebok become a "masstige" brand in India, it also sponsors various other sports like football and tennis to shed perception of only being a cricket brand.
Summary 1. Marketing is an organizational function and a set.docxpicklesvalery
Summary
1. Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization
and its stakeholders. Marketing management is the art and science of
choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer
value.
2. Marketers are skilled at managing demand: They seek to influence its
level, timing, and composition for goods, services, events, experiences,
persons, places, properties, organizations, information, and ideas. They
also operate in four different marketplaces: consumer, business, global,
and nonprofit.
3. Marketing is not done only by the marketing department. It needs to
affect every aspect of the customer experience. To create a strong
marketing organization, marketers must think like executives in other
departments, and executives in other departments must think more like
marketers.
4. Today’s marketplace is fundamentally different as a result of major
societal forces that have resulted in many new consumer and company
capabilities. In particular, technology, globalization, and social
responsibility have created new opportunities and challenges and
significantly changed marketing management. Companies seek the
right balance of tried-and-true methods with breakthrough new
approaches to achieve marketing excellence.
5. There are five competing concepts under which organizations can
choose to conduct their business: the production concept, the product
concept, the sell
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prosecuted.
ing concept, the marketing concept, and the holistic marketing concept.
The first three are of limited use today.
6. The holistic marketing concept is based on the development, design,
and implementation of marketing programs, processes, and activities
that recognize their breadth and interdependencies. Holistic marketing
recognizes that everything matters in marketing and that a broad,
integrated perspective is often necessary. Four components of holistic
marketing are relationship marketing, integrated marketing, internal
marketing, and performance marketing.
7. The set of tasks necessary for successful marketing management
includes developing marketing strategies and plans, capturing
marketing insights, connecting with customers, building strong brands,
creating, delivering, and communicating value, and creating long-term
growth.
MyMarketingLab
Go to mymktlab.com to complete the problems marked with this
icon as well as for additional Auto-graded and Assisted-
graded writing questions.
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The document discusses the marketing strategy and communication campaign developed by WOW Design for the premium ice cream brand London Dairy's entry into the Indian market. The key objectives of the campaign were to create a premium brand position for London Dairy, build an emotional connection with target consumers, and compel them to purchase London Dairy and view it as the preferred premium ice cream brand. WOW Design crafted visuals and messaging highlighting London Dairy's premium ingredients and unique brand personality to position it as a high-quality option separate from mass brands.
This document outlines Reebok's digital media strategy. It discusses Reebok as a retailer of athletic shoes, apparel, and accessories. The target audiences are listed as professional sports teams, kids, sports fans, and older customers. The goals are to increase online orders and brand awareness relative to competitors. Key tactics proposed include developing social media profiles, mobile apps, email marketing, Google AdWords, and tracking key performance indicators such as website traffic, social followers, customer feedback, and online orders.
Red Bull uses innovative word-of-mouth marketing techniques to engage consumers. It organizes unique sporting events around the world to showcase talented athletes. These events excite audiences and build the Red Bull brand. Red Bull also uses a student marketing team and campus events to directly interact with consumers and demonstrate the product. The goal is to create positive experiences that generate excitement and make consumers want to talk about the brand to others. This word-of-mouth approach helps Red Bull break through marketing noise and drive engagement without large advertising budgets.
Effects of advertising on consumer behaviourAnikesh0123
Project on Effects of Advertising on consumer behavior and such includes:
* Introduction to Advertisement
* Advertisement and its Kinds
* Detail Studies
* History of Advertisements
* Effects of Advertisements
* Pros and Cons of Advertisement
* Case Studies on Pepsi and Nike
Nike is a major publicly traded sportswear and equipment supplier headquartered near Portland, Oregon. It is the world's leading supplier of athletic shoes and apparel, with over $16 billion in revenue in 2007. Nike markets products under its own brand as well as several subsidiaries. While Nike has been present in India since 1996, it has faced challenges gaining market share due to its initial partnership model and lack of aggression, with competitors like Reebok and Adidas having larger shares of the Indian sportswear market. More recently, Nike has opened its largest Indian store in Bengaluru to provide customized shopping experiences through foot scanning and feedback on workouts.
This document discusses developing brands through strategic brand language, mission statements, visual design, understanding target consumers, and product/market positioning. It provides Nike as an example of connecting strategy, creativity, and the consumer experience to build an emotional brand. The document emphasizes designing for the total consumer experience, conducting research, developing brand narratives, and managing brand differences over time.
Reebok was founded in 1895 by Joseph William Foster to create running shoes that enable athletes to run faster. Today, Reebok aims to be the world's primary fitness brand through a new global strategy focusing on fitness. This includes partnering with fitness programs like CrossFit and launching 100 new fit hub stores in India by 2014 to target 40% of sales from women.
Product innovation goes co creation for branding globallyKhrisma Khrisma
This slide describes how consumers can share more experience to give more values for product innovation. Their new taste of styles makes the products develop more and more.
An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Nike launched its iconic "Just Do It" campaign in 1988 to help drive its comeback against rival Reebok in the sportswear market. The campaign was successful because it tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle. It used celebrity endorsements and humorous but motivating ads to convince people to exercise and view Nike sneakers as essential for an active lifestyle. The coordinated, identifiable campaign stayed on message and helped Nike expand its business beyond runners to a mass market.
Similar to Mm assignment 15[1].02.10 reebok india (20)
The document provides information on the functions and structure of the Reserve Bank of India (RBI). It summarizes that RBI was established in 1935 and is now owned by the central government. Its main functions include acting as a bank for banks and the government, managing currency and foreign exchange, conducting monetary policy, regulating and supervising banks, and promoting development. Internally, RBI is headed by a governor and organized into departments that handle functions like currency, banking, supervision and policy.
IDFC is a major provider of infrastructure financing in India. It offers project financing, equity financing, structured products, and advisory/investment banking services focused on key sectors like transport, energy, telecom, and industrial infrastructure. IDFC has expanded from primarily financing power and roads to also include energy, IT, urban infrastructure, food, and agribusiness. It manages funds, provides investment banking services, and develops and finances infrastructure projects to support growth of the Indian economy.
Mutual funds allow investors to pool their money together into a portfolio that is managed by professional fund managers. The key points are:
- A mutual fund is a common pool of money from investors that is invested in different securities according to the fund's objectives. Each investor owns a proportional share of the fund's assets and earnings.
- Mutual funds are operated by an asset management company, held in trust by trustees, and involve other entities like custodians.
- The main advantages are diversification, professional management, low minimum investment amounts, and various purchase and redemption options. The main disadvantages include fees, potential underperformance, and tax complexity.
- A fund's performance is determined by its
IIFCL was incorporated in 2006 as a wholly government-owned company to provide financing for infrastructure projects in India. IIFCL provides direct lending, refinancing to banks, and other approved methods of financing. It focuses on sectors like transportation, energy, urban infrastructure, and other approved sectors. IIFCL raises funds through government equity, rupee and foreign currency bonds, and loans from international institutions to provide financing. It finances commercially viable projects and works with lead banks on appraisal and monitoring. Loans are provided with terms like maximum 20% of project cost and pari passu charge with other debt. IIFCL also implements schemes like takeout financing, credit enhancement, and refinancing to banks to further its
Basel II is an international standard that aims to strengthen the regulation, supervision and risk management within the banking sector. It improves upon Basel I by making capital requirements more risk sensitive and aligning regulatory capital more closely with underlying bank risks. Basel II consists of three pillars that cover minimum capital requirements, supervisory review, and market discipline. Implementation of Basel II varies across countries and regulators but aims to modernize capital adequacy standards to be more comprehensive and risk sensitive.
The document discusses retail banking in India, including current trends, challenges, and future prospects. Specifically:
- Retail banking in India has grown rapidly at 30% but still lags developed nations, with retail loans at around 6% of GDP.
- Key drivers of growth are changing demographics like a young population and increasing incomes, as well as improving technology and financial access.
- However, retail banking also faces challenges like high NPAs, fraud prevention, and expanding access to rural areas.
- The future of retail banking involves further penetrating the market, focusing on housing and auto loans, customizing products, and using alliances and low-cost expansion to reach more customers.
LIC of India is the largest life insurance company in India. It was established in 1956 after the nationalization of the insurance industry. LIC has over 250 million policyholders and a majority share of the life insurance market. It offers a wide range of insurance products and has expanded its services through technology and partnerships. LIC is a significant investor in infrastructure development in India and aims to provide financial security to all citizens.
- Development Financial Institutions (DFIs) were established by governments to provide long-term financing for industrial and infrastructure projects due to the risky and long-gestation nature of such projects.
- Over time, as financial systems became more sophisticated in risk management, banks and bond markets became better able to finance such projects, reducing the need for DFIs with government support.
- In India, the first DFI was established in 1948 and many more were set up over the subsequent decades to promote development across various sectors, with some focused on long-term lending and others on refinancing.
This document summarizes key aspects of managing non-performing assets (NPAs) for banks. It defines NPAs as loans that are overdue for more than 90 days. It discusses categories of NPAs, provisioning norms, and factors contributing to NPAs. It then outlines various NPA management strategies banks can take, including preventative measures, resolution through negotiation, Lok Adalats, corporate debt restructuring, and legal proceedings. The document also discusses selling NPAs to asset reconstruction companies or other banks.
The document provides an overview of life insurance management in India. It discusses the evolution of the life insurance sector, current state, regulatory framework established by IRDA, and key functions of life insurance companies such as pricing premiums, managing risks, investments, and balancing assets and liabilities. Some key points include:
- LIC had a monopoly until 1999 when IRDA was formed to regulate the sector and allow private players.
- Life insurance in India is now the fifth largest market globally and growing at 36% annually.
- IRDA regulates and oversees insurers to protect policyholders' interests and ensure solvency standards are met.
- Actuaries play an important role in assessing risks, modeling future
The document discusses financial inclusion and exclusion in India. It notes that only 5% of villages have a bank branch and 81% do not have one within 2 km. Many groups are financially excluded including the poor, women, elderly, and those in rural areas. It outlines various initiatives taken by the government and RBI to promote financial inclusion through programs like self-help groups, nationalization of banks, and the business correspondent model. Technology is seen as an important enabler but challenges remain around appropriate business models, infrastructure, and products.
Corporate banking involves providing financing, cash management, trade and transaction services, and foreign exchange services tailored for large corporate customers. It also includes deposit products for corporates. Providing these services requires following regulations set by entities like SEBI, RBI, and FEMA which govern areas like public issues, money laundering prevention, foreign investment rules, and foreign exchange management.
The document discusses various types of corporate banking services provided by banks to corporate clients. It describes funded services like working capital finance, short term finance, and bill discounting. It also discusses non-funded services like letters of credit and bank guarantees. Finally, it summarizes external commercial borrowings, import trade credit, and foreign currency options for corporate financing.
The debt service coverage ratio (DSCR) is calculated as:
EBIT / (Interest + Principal repayment)
In year 2:
EBIT = Rs. 16.80 lakhs
Interest = Rs. 8.80 lakhs
Principal repayment = Rs. 10 lakhs
DSCR = EBIT / (Interest + Principal repayment)
= Rs. 16.80 lakhs / (Rs. 8.80 lakhs + Rs. 10 lakhs)
= Rs. 16.80 lakhs / Rs. 18.80 lakhs
= 0.89
Therefore, the debt service coverage ratio in year 2 is 0.89.
The document discusses industry evolution and strategic change. It begins by outlining the typical industry life cycle model, which includes introduction, growth, maturity, and decline stages. It then examines two key drivers of industry evolution: demand growth and the creation and diffusion of knowledge. As industries progress through the life cycle, competition shifts from rival technologies to incremental product improvements and process innovations. Industries eventually converge around a dominant design, though the duration of the life cycle varies significantly across industries. Understanding industry life cycles and the factors that drive change can help managers identify opportunities for competitive advantage.
Sears advertised a motor buggy for $395 in 1909 that included tires, axles, a top, lamps, horn, and oil. The buggy was built in Sears' own factory under the supervision of an expert with 15 years of automobile experience. Sears found suppliers that could make frames and other parts for the buggy more cheaply than Sears could make them itself due to the suppliers' larger volumes. By carefully selecting suppliers and building the buggy itself, Sears was able to offer an affordable motor vehicle.
This document provides an outline for a chapter about analyzing resources and capabilities for strategy formulation. It discusses how analyzing a firm's internal resources and capabilities, rather than just focusing on external factors, can provide a more stable basis for long-term strategy. Firms can develop competitive advantage by exploiting their unique portfolio of tangible and intangible resources. The chapter will cover identifying, appraising, and developing a firm's resources and capabilities in order to formulate strategies that create sustainable competitive advantage.
The document discusses how globalization has impacted industry analysis and competitive advantage for multinational corporations. It notes that internationalization has led to more competition as barriers to entry have fallen and national markets are now served by a more diverse set of global competitors. This has driven down industry concentration and profitability in many sectors. It also explains how a firm's competitive advantage is influenced not just by its own resources and capabilities, but also by the national environment in which it operates, such as the availability of key resources in that country.
This document discusses the evolution of organizational structures and management systems within corporations. It begins by outlining the emergence of the modern corporation and key developments like the line-and-staff structure and multidivisional form. It then discusses ongoing changes since the mid-20th century toward more flexible and decentralized structures. The document introduces some fundamental organizational concepts around balancing specialization with coordination and cooperation. It provides an outline of topics to be further explored around organizational design principles, alternative structures, and management systems for control and coordination.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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1. MARKETING MANAGEMENT ASSIGNMENT
ON
ADVERTISING AND SALES PROMOTION
SALES PROMOTION – DO SOMETHING DIFFERENT TO
STIMULATE CHANGE
Submitted By:
KAVITA SHARMA
N-33
KINSHOOK CHATURVEDI
N-35
FMS Part Time MBA Ist year 2009-12
3. Objective
The objective of the assignment is to assess the advertising and sales promotion strategies
implemented by Reebok India for creating awareness among masses.
Overview of the Sector
The Indian footwear retail market is expected to grow at CAGR of over 20% for the
periods spanning from 2008 to 2011. The annual domestic consumption of shoes in India
is 1.1 billion pairs and it is estimated that the footwear market is around Rs 10, 000 crore
and will grow at 10% pa, this offers great opportunities for MNC Brands Sold in India
like Adidas, Aldo, Bally, Clarks, Ecco, Florshiem, Ferragammo, Hush Puppies, Lee
cooper, Lloyd, Marks & Spencer, Nike, Nine West, New Balance, Reebok, Rockport,
Stacy Adams, Levi Strauss , Lee Cooper, Puma and Indian Brands sold in India like
Bata, Red Tape, Liberty, Khadims, Lakhani, Metro, Action, Provogue, ID, M&B
Footwear.
Reebok India commands a 54% market share in the premium sportswear industry in the
Rs 2000-crore premium sportswear market. Reebok reaches out to its target customers
through its 900 Reebok Stores & 2500 dealer outlets. The company has plan to tap tier II
and Tier III cities. Reebok is planning to add 55 new lifestyle stores by the end of this
year. It offers different segments for both men and women like sports and fitness
footwear, apparel, accessories, fitness equipment and the lifestyle section.
Reebok India
Reebok started its operations in India in 1995. Headed by Managing Director Mr.
Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in
Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear
companies in India. The Company's brand vision is fulfilling potential, its mission –
Always challenge and lead through creativity. Reeboks brand values are authentic,
individualistic, courageous, empowering, innovative and real.
Advertising Agencies
In 2004, Reebok hired McGarry Bowen as there advertising agency. Till 2007,
McGarry was Reebok’s brand agency. McGarry Bowen was founded in 2002 and has
offices in New York and Chicago. McGarry Bowen is a fully-integrated agency with
advertising, design, relationship marketing and a digital arm. The Agency has been the
recipient of many honors, including Adweek’s President’s Award for the “non-traditional
agency having the greatest impact on the industry.” The Agency works with many of the
of the world’s best known companies including JPMorgan, Chase, Kraft, Disney,
Marriott International, Chevron, Pfizer, HP, Reebok International, Crayola, InBev,
Century 21, News Corp, The Wall Street Journal and the U.S. Olympic Committee.
During the period of McGarry Bowen, Reebok had done advertising and marketing for
various products. Pump sneakers advertisements, “Two People in Everyone” ad
campaign, Runners head game- I am What I am ad campaign were all under this
advertising agency.
In early March 2009, Reebok appointed DDB Worldwide as its creative advertising
4. agency.DDB will provide creative solutions across a range of brand advertising and
marketing communications and will service the business from three hubs: Berlin,
Chicago, and Hong Kong.
DDB Worldwide Communications Group Inc (www.ddb.com) is the largest consolidated
advertising and marketing services global network in the world, according to Advertising
Age.
DDB also has been frequently ranked as the most awarded agency network in the world
by Creativity magazine and The Gunn Report, among others. With more than 200 offices
in over 90 countries, the DDB Group believes that creativity is the most powerful force in
business, building enduring and powerful brand experiences that create TalkValue,™
influence social communities and drive results. DDB Worldwide is part of Omnicom
Group Inc.
The agency handles brand advertising and marketing communications as the brand seeks
to establish the brand in the women's fitness market. The ad campaign “Your Move” was
done under this agency.
In September 2007 in Hong Kong, Reebok handed its regional advertising business to
WPP subsidiary Soho Square. Reebok is the founding client for Soho Square, which will
manage Reebok's key markets in the Asia Pacific including Hong Kong, Japan, Korea,
Australia and India and China.
Analysis of Reebok Taglines and Logos
Reebok Taglines Development
Tag lines give a brand the momentum it can only dream of, if it is used the right way. It is
very important to develop a catchy corporate tagline in addition to a great corporate logo
that will effectively communicate in one sentence what services or products the company
sells.
In 2008, Reebok joined hands with the celebrity Bipasha Basu to make fitness fun with
Reebok. The Easytone campaign prompts people to “Ree-think” the definition of sport.
Reebok's challenger approach is to provide consumers with the choice to take the
boredom out of working out. Running online, out-of-home, in-store, and in print, the
campaign features fun, engaging taglines such as, "Less work, more play. Fitness is what
you make of it. “Your Move" and "Confusing fitness with fun?
Some of the other Taglines of Reebok are:
June 2009 – “Have Fun While You Run”
Early 2008 – “I am what I am”
“Take the gym with you”
“Eye candy for your feet”
“Little Said, greatly Felt! ”
5. Promotion Strategy
Reebok is committed to make fitness fun – challenging men and
women to fulfill their potential in sport and in life by providing
them with the opportunity, the products and the inspiration to
have fun staying in shape
The company uses various promotional tools to bring awareness
among its customers. It offers discounts, vouchers, coupons and
custom made sneakers on their products. Apart from this, there
are celebrity endorsements, road shows, sponsorship events,
television commercials, print ads, billboards, alliance events.
Print Media Advertising
Print Media Advertising consists of newspapers and Magazines. It also includes outdoor
billboards, transit posters, the yellow pages, and direct mail.
Magazine
Reebok features its
print ads on
magazines like
Flimfare, Cineblitz
and Stardust. The
famous ad
campaign of
Mahindra Singh
Dhoni and Bipasha
Basu were featured
in these magazines.
Newspaper
Reebok features its ad in supplement papers of national dailies like HT City of Hindustan
Times, Delhi Times of Times of India, Mumbai Times of Times of India
6. Electronic Media Advertising
Television Media
In 2008, Reebok commercial of
“Your Move” ad campaign
featured celebrities like Bipasha
Basu and Mahindra Singh
Dhoni.
In 2007, global campaign of
“Two People in One”, television
commercials include Rahul
Dravid.
Infomercial
Infomercials are also known as direct response television (DRTV) commercials or direct
response marketing.
The main objective in an infomercial is to create an impulse purchase, so that the
consumer sees the presentation and then immediately buys the product through the
advertised toll-free telephone number or website. Infomercials describe, display, and
often demonstrate products and their features, and commonly have testimonials from
consumers and industry professionals. Reebok arranges several infomercials in the sports
based program.
Reebok first infomercial was in April 2001 for the Reebok Core Board, a stationary
muscle training program. It was a 28-minute infomercial which demonstrated the system,
including the workout regimens, user testimonials and the system functions.
Internet Advertising
Reebok.com sells the same products on their web site as they do in the stores, providing
the users more ways of getting what they want. The prices of goods sold at Reebok.com
are comparable to those sold by their retail partners, so as not to take away sales and
revenues from their traditional channel partners.
TIE UPS
Reebok innovates in colours and styling and has tied up with Manish Arora to launch
collections.
Reebok recently unveiled “My Name is Khan” collection, which is a fusion of sports and
lifestyle and is targeted at a growing, globally sports and fashion conscious Indians.
7. Other great brands like Whirlpool are tying up with Reebok as they see it as a good
value-add, incentivising purchase through Reebok products instead of doling out price
discounts. So, it is a win-win situation for everybody involved.
Celebrity Endorsement
This type of advertising focuses upon using
celebrity power, fame, money, popularity
to gain recognition for their products and
promote them. Reebok India took Indian
cricket stars like M.S Dhoni and Yuvraj
Singh.
Sponsorship Advertising
Reebok sponsors many sports both internationally and nationally.
Reebok India
Reebok sponsored sports kits for the great rich Indian Premier League teams, such as the
Royal Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals, Chennai Super
Kings and Deccan Chargers in the first edition of the league held in 2008.
Reebok also became the official partner of Force India on February 2009. Force India -
India’s only Formula One Team - is all set to speed its way into the fast-paced lives of
more and more Indians by partnering with premier sports and lifestyle products giant
Reebok as its official apparel and footwear merchandising partner for the next 5 years.
After inking the association in 2008, the partnership between Force India F1 team and
Reebok has rolled out with the 2009 Force India Team wear collection.
Reebok sponsors top three football clubs in India including East Bengal club and Mohan
Bagan. In Tennis they are sponsoring three budding Tennis players in India.
Reebok below the Line Promotion
In 2007, Reebok India had started with its Run Easy Campaign. In an attempt to
encourage consumers to participate in the campaign, Reebok will give away ten thousand
pairs of shoes in the first phase. The company has decided to explore the parks frequented
by joggers to undertake promotional activities for the campaign.
8. Reebok Easy Vans along with trainers will demonstrate the spirit of Reebok Run Easy at
the parks in cities like Delhi, Mumbai and Bangalore. The trainers will also teach fitness
steps like warm ups, breathing patterns and foot movements to the joggers. The campaign
enables Reebok to associate directly connect with the consumers, unlike cricket where
they are involved as mere viewers. Reebok has launched three new footwear collections
to attract the consumers who have just started running.
Interview with Subhinder Singh Prem, MD Reebok India published in Economic Times, 11th
February 2010, Thursday.
SUBHINDER SINGH PREM MD, REEBOK INDIA
In India, cricket has made us a masstige brand
9. HE HEADS the
biggest sports
and fitness
brand in the
country, a
brand that
enjoys over
54% market
share in India.
Yet Reebok
India
managing
director
Subhinder
Singh Prem is
still running to
the fun beat. A
company
displaying
challenger
mindset, Prem
says that the
brand will
continue to
expand
operations,
explore new
distribution
models and
offer
innovative
products to the
consumers.
Reebok
recently
unveiled My
Name is Khan
collection,
which is a
fusion of
sports and
lifestyle and is
targeted at a
growing,
globally sports
and fashion
conscious
Indians. In an
interview with
Amit Sharma,
Prem
discusses
about winning
strides of
Reebok.
Excerpts:
10. REEBOK INTERNATIONAL APPOINTS DDB WORLDWIDE AS LEAD
CREATIVE AGENCY
CANTON, MA (March 20, 2009) – Reebok International has appointed DDB Worldwide as its
lead creative agency, Rich Prenderville, Reebok’s Head of Global Brand Marketing announced
today.
DDB will provide creative solutions across a range of brand advertising and marketing
communications and will service the business from three hubs: Berlin, Chicago and Hong Kong.
Amir Kassaei, Executive Creative Director of DDB Germany will spearhead global creative efforts
on the account.
"DDB showed us incredible depth of creative resources around the world, deep thinking in non-
traditional arenas and a passion for creative solutions beyond advertising," said Prenderville.
"Under the leadership of Amir and the team he and DDB have assembled, we are on the global
offensive to drive great creative results for our brand."
“Reebok is a fantastic brand and we are delighted with our partnership with Rich and his team,”
Chuck Brymer, President and CEO of DDB Worldwide Communications Group Inc, said. “I am
also very proud of the partnership and creativity our DDB offices have once again demonstrated
on behalf of a client.”
Kassei, who is known for his work on such brands as Volkswagen and Ikea, noted, "There is
great heritage and strength in the Reebok brand, and it will be a great honor and opportunity to
create a clear, differentiating point of view for it on a global basis."
Bibliography
1. Interview with Subhinder Singh Prem, MD Reebok India – published in
the Economic Times, 11TH Feb 2010, Thursday.
2. www.reebok.com,
http://corporate.reebok.com/en/news/2009/Reebok_Appoints_DDB.asp
3. U Magazine, January Edition.