1. REEBOK TRYING TO REGAIN LOST GLORY IN INDIAN MARKET

2. INTRODUCTION
• Founded in ENGLAND in 1985 as J.W.FOSTER
AND SONS, a manufacture of track shoes.
• Renamed Reebok in 1958.
• Firemen and few investors bought the parent
company in 1984.
• In 2006 Adidas Salomon AG acquired Reebok,
forever altering the world wide sporting goods
industry landscape.
• Reebok started its operation in India in 1995 and
it has dominated India sports market with 51
percent of market share.

3. INTRODUCTION
Category Apparel and accessories
Sector Lifestyle and retail
Tagline/ slogan I am what I am
Unique Selling Point
The company is known for its innovative and
comfortable footwear and sports appar
Segment
Reebok targets all ages who are sporty,
adventurous and who want to be fit.
Target group
Urban men women and kids from the upper
middle class
Positioning Celebrate individuality in Sports and Life

4. SWOT ANALYSIS
Strengths :
1. Reebok is amongst the top 3 largest seller of athletic
footwear and athletic apparel in the world.
2. Reebok brings out the perfect combination of
technology and fitness each year in its products.
3. Products are made not only in the premium range but
also in mid-range.
4. The brand has been endorsed by many sports stars and
movie celebs globally
5. Reebok sponsors international teams, clubs, players
from all sports like football, cricket, basketball,
motorsport, etc

5. SWOT ANALYSIS
Weakness :
1. The brand faces tough problem from fake and
duplicate sales.
2. The brand faces tough problem from fake and
duplicate sales.
3. Go for too many segments, so company can't handle
all of them well, and it may cause company to loss its
market in the long run.
4. Position on the product on high end may lead to loss
market share in the long-run (Price elasticity)

6. SWOT ANALYSIS
Opportunity :
1. The market is big, and the increasing demand is
expected.
2. Produce oversea will help company to cut down its
cost on labor, and generate more margins on its
products.
3. Newer Technology development or innovations can
help company to get more profit and market share on
its future products.
4. Extend its distribution network via its own
subsidiaries or individual distributors will increase
Reebok 's future sales.

7. SWOT ANALYSIS
Threats :
1. Competition by Chinese market can be perceived as
a threat.
2. Fluctuating international currencies can mean losses
to the company.
3. Product must be unique and competitive distinction.
4. Reebok facing strong competitors in the casual
market, and competitor's products are trendy,
fashionable, and fleshy.

8. INDIAN MARKET SEGMENT
• From being a footwear brand in India, Reebok is being
repositioning as a fitness and sports category player in
India
• The company is growing at the rate of 10 to 20 percent
in different fitness verticals such as running, yoga and
training.
• Adidas owns sports segment and
Reebok owns fitness segment
• The company is using residual equity and amplified it
that is the reason for revival of the brand.

9. REPOSITIONING
• Reebok has taken KANGANA RENAVAT and JOHN
ABRAHAM as brand ambassador they are known for
their obsession with fitness.
• Reebok’s brand value is authenticity, passion, honesty
are key.
• The brand plans to focus on innovation through
products in the running, training and studio category.
• The marketing initiatives and product initiatives being
under taken in this direction.
• Reebok has Pan-India presence with 238 Reebok stores
across 114 Indian cities and online presence with
shop4reebok.com

10. REPOSITIONING
• Targeting the youth and connect with Reebok is the
top of the company’s mind.
• Metro cities and tier-2 cities are the main target of
Reebok
• Reebok has own channel for e-tail, strategic tie-ups
with leading e-commerce players such as Jabong
and Myntra.