Sookmyung Women University. Advertising and Public Relation Department. Team project from "New Media" class (Jay Moon Professor)

1. NEW MEDIA SOLUTION
REEBOK
Hwang Bo Hoe
Nguyen Thi Thu Phuong
Nguyen Thuy Dung
Mac Thi Kim Chi
Misaki Samuno
Riho Fujikawa

2. 1
/
2
/
3
/
4
/
5
/
6
/
Brand Introduction
Market Analysis
Competitors Analysis
Target Analysis
Reebok’s current marketing Strategy
New media Strategy recommendation
Content
New Media Solution for REEBOK

3. Introduction
Market
Competitors
Target
Strategy
Recommendation
adidas
--------------------GROUP
Reebok International Limited, a subsidiary
of the German company Adidas since
2005, is a producer of athletic shoes,
clothing, and accessories.
The name comes from the Afrikaans
spelling of rhebok, a type of African
antelope or gazelle.
The world headquarters is located in
Canton, Massachusetts; with regional
offices in Amsterdam (EMEA), Montreal
(Canada), Hong Kong (Asia Pacific) and
Mexico City

4. Introduction
Market
Competitors
Target
Strategy
Recommendation
• Develop innovative products for athletes.
• Attract serious athletes, fashion trendsetters.
• Creating market excitement.
• Sport sponsor.
• Focusing on both functional and fashionable.
• Build cooperative relationships with retailers.
• Customize services to better fit their needs.
• Improving retail presence.
Key Areas of Focus for
Reebok International

5. 1
/
2
/
3
/
4
/
5
/
6
/
Brand Introduction
Market Analysis
Competitors Analysis
Target Analysis
Current marketing Strategy
New media Strategy recommendation

6. Introduction
Market
Competitors
Target
Strategy
Recommendation
Market Information
Generally speaking, both global and Korean footwear market
is characterized by severe competition with key players such
as Nike, Adidas, Reebok, New Balance, Converse, Asics, etc.
It may be concluded from the shown graphs that current
competitors of Reebok in Korean market should be Nike, New
Balance and Prospecs.
Footwear global market share (2009) Korea Footwear Information (2013)
Korean’s Footwear Brand Preference
<From: http://nikesports.wikispaces.com/Finance>
<From: https://www.onpanel.co.kr>

7. Introduction
Market
Competitors
Target
Strategy
Recommendation
NIKE – The strongest brand in Footwear market
Brand preference ranked No.1 in all Gender, Major, Grade field
<From: http://gamental.net/?c=share&uid=49820 >

8. Introduction
Market
Competitors
Target
Strategy
Recommendation
• Focus on hero athletes, such as
b a s k e t b a l l l e g e n d M i c h a e l
Jordan.
• Create ads with great viral
effects.
• Sponsor many athletic programs,
clubs, associations including
baseball, basket ball, and football
teams and associations in Korea.
Marketing Strategy
• M a k e u s e o f n e w m e d i a
advertising such as Myspace,
Youtube, Facebook, Twitter, Geolocation Game, Apps, which
contributes greatly to its success.

9. Introduction
Market
Competitors
Target
Strategy
Recommendation
• Global Campaign
Since 1988
‘Possibilities’ Campaign (2013)
• In Korea
Marketing Strategy

10. REEBOK
Classic Campaign

11. Introduction
Market
Competitors
Target
Strategy
Recommendation
Fitness and Fashion mania of 20’s

12. Introduction
Market
Competitors
Target
Strategy
Recommendation
•

13. Self

14. expressive

15. group.

17.
• Tend

18. to

19. focus

20. on

21. comfortable

22. dietary

23.
life

25. and

26. also

27. have

28. fun

29. exotic

30. food.

31.
• Be

32. sensitive

33. about

34. trend.

35.
• Active

36. attitude

37. about

38. improving

39. their

40.
appearance.

41.
20’s lifestyle pattern
Self attatchment
Open minded
Valuable consumption
• Strong

42. desire

43. to

44. buy

45. new

46. product

47.
such

48. as

49. mobile

50. ,

51. IT

52. Product…⋯

53.
• Excellent

54. in

55. viral

56. marketing.

57.
• Less

58. vulnerable

59. to

60. economic

61. condition

62.
compare

63. to

64. the

65. other

66. generation.

68. Introduction
Market
Competitors
Target
Strategy
Recommendation
• Emotional elements are
hardly effected in
consumption decision.

69.
• Steady consumption.

70.
• Spending money and time
20’s
Consumption
Tendency
generously for themselves.

72. Introduction
Market
Competitors
Target
Strategy
Recommendation
From: Korea Internet Development Institute
Actively tend to use internet, SNS, new media through viral marketing.
Reach a high rate of using Smart Device.
20’s The tendency of media utilization

73. Introduction
Market
Competitors
Target
Strategy
Recommendation
From: Korea Internet Development Institute
è SNS, Mobile Advertising will work effectively with 20’s
20’s Types of mobile devices using wireless internet.

74. Introduction
Market
Competitors
Strategy
Target
Recommendation
Since latter half of 2012
CLASSIC
Reebok News, History, Diary, Review
STYLE
It people, It place, It party
CULTURE
Hot issue, Hot styling, Hot star
EVENT

75. Introduction
Market
Competitors
Target
Strategy
Recommendation
JYP Singers (Suzy, Wooyoung, Taekyeon, JYP)
MODELS

76. Introduction
Market
Competitors
Target
Strategy
Recommendation
Includes music, fashion, lifestyle
CF (Classic M/V)

77. Introduction
Market
Competitors
Target
Strategy
Recommendation
Main Model: So-hee(Wonder Girls)
Dual version: Go Live, Go Love Casual Street Fashion
Reebok GL-6000 CF

78. Introduction
Market
Competitors
Target
Strategy
Recommendation
Submit text, photo or video to create your own GL’s means
Facebook Event

79. Introduction
Market
Competitors
Target
Strategy
Recommendation
Daily and Grand Prize were given
Also use Blog banner advertising
Facebook Event

80. Introduction
Market
Competitors
Target
Strategy
Recommendation
MEDIA OVERVIEW
Facebook
Mobile
Apps
Digital
signage
Promotion
Event
NFC
Service
QR Code
Integrated Media Strategy

81. Introduction
Market
Competitors
Target
Strategy
Recommendation
MEDIA OVERVIEW
Touch point
SNS
Mobile
OOH
Key Characteristics
Rationale
F a c e b o o k
fanpage
- integrated platform (included text,
photo, video, check-in…)
- A variety of paid/own/earned
media options for advertisers
- Smartphone integration
- The most popular sns platform
è enhance the possibility of re
ach
Convenience to use and share
Mobile app
NFC
QR Code
Advertiser’s owned media – using
mobile devices
- Interactivity
- The bridge between offline and
online advertising
Digital signage
-
A network of digital displays
based on Internet Protocol
- Unrestricted access to custom
ers (time, location)
- Great number of smartphone
users
- The increase of customers’ in
teraction
Cost reduction
Attention-getting ability
Access to the Internet
è Possible to integrate with
other platforms
Customer engagement and
interactivity encouragement

82. Introduction
Market
Competitors
Target
Strategy
Recommendation
• Our big idea is to maintain and
complete Reebok Classic
Campaign (Music, fashion, lifestyle).
• Year-end holiday (Christmas, Lunar
new year…) will become a chance
for people to gather, go shopping
and have fun
• We are going to become our
customers’ lifestyle adviser and
combine all the content of our
campaign into a culture symbol of
young generation.
REEBOK – YOUR LEADING STAR
è Promotion Suggestion:
Big Idea
1.
Dance with self-designed avatar
2.
Stay fun – Stay young – Stay yourself
Reebok fashion show
3.
Proposal event

83. REEBOK
YOUR LIFE INSPIRATOR
Promotion 1: Dance with your self-designed avatar

84. Introduction
Market
Competitors
Target
Strategy
Reebok – Your Life Inspirator
Promotion 1: Dance with self-designed avatar
1. In the assigned period, we are going to decorate our Reebok store
’s interior like a club. Visitors can enjoy funky music and join Dance
Contest with their self-designed avatar.Visitors will see the on-site
digital signage.
2. They can see an avatar on the digital signage. The avatar is able
to be styled with Reebok items. Customers can design their avatar’s
look and style and then participate in the game.
3. Visitors can also make their avatar in advance by using “Reebok
avatar making” mobile app. After finishing making avatar, they can
send their own avatar to the on-site digital signage by using NFC
services.
4. The visual avatar will catch participators’ real movements, and
customers can start dancing and record their dancing video.
Recorded dancing videos are available for participators to upload
onto Reebok’s facebook fanpage.
5. Our fan will evaluate which is the funniest video and who is the
best dancer among participators through clicking “like” and “share”.
The most “like” and “share” video win the contest
Recommendation

85. Introduction
Market
Competitors
Target
Strategy
•
Recommendation
Decorate Reebok store like a club
•
•
Set up Digital Signage
Install Pump dance game and connect
with the Digital Signage
STEP 1

86. Introduction
Market
Competitors
Target
STEP 2
Making avatar
(using digital signage or mobile app)
Strategy
Recommendation

87. Introduction
Market
Competitors
Target
Strategy
Recommendation
à Dance
à Receive dacing video
à uploading on Facebook fanpage
STEP 3

88. REEBOK
YOUR STYLE DESIGNER
Promotion 2: Reebok Fashion show

89. Introduction
Market
Competitors
Target
Strategy
Reebok - Your Style Designer
Promotion 2: Reebok Fashion show
1. In the shop, there have a digital single which disable to download
our App such as suggesting some fashion items.
2. Then, the customer will download App at this store they can
experience 'NFC'.(they can see which item is suitable for items. They
can select shoes, jumpers, t-shirts, caps, etc...)
3. Through this App, they will be suggested how to wear Reebok's
items in stylish way.
4. They will upload their best photos on a FB fan page and share
with other fans. Then people can click like.
5. Reebok will choose some photos to give a chance to fashion
show. Then, chosen people are get to participate in these fashion
s h o w. T h e y w i l l r e c e i v e a l l o f r e e b o k ' s i t e m s .
6. The reward is a chance to be a model. At the same time, we will
make a making film.
MESSAGE: REEBOK – YOUR STYLE DESIGNER
Recommendation

90. Introduction
Market
Competitors
Target
Strategy
Recommendation
Download Ree-Stylish app
(App store, QR Code, NFC)
STEP 1

91. Introduction
Market
Competitors
Target
Strategy
Recommendation
Using Ree-Stylish App to get recommend fashion item and make your own style
STEP 2

92. Introduction
Market
Competitors
Target
Strategy
Recommendation
Take picture à Upload on Reebok Facebook Fanpage
And WIN PRIZES (Items or participating in the Fashion Show
STEP 3

93. REEBOK
YOUR LOVE MESSENGER
Promotion 3: Proposal Event

94. Introduction
Market
Competitors
Target
Strategy
Recommendation
Reebok - Your Love Messener
Promotion 3: Reebok Fashion show
1. We intend to make an advertising teaser for this Proposal event
and post it on Websites and SNS (Facebook, Twitter, Youtube) so
that people can know about this event.
2. Fans can register to participate in this Event by telling their own
love story. The person with the most touching story will be chosen as
the participant of the Event.
3. The participant will be given the chance to make his/her proposal
to the partner in a special way.
4. We will prepare everything for the proposal day and record it with
a hidden camera. (Proposal day event: Flashmob dancers with
Reebok shoes)
5. Then the video will be uploaded and shared through SNS.
6. It is expected that the video can receive Likes and Shares from
Fans.People who click ‘Like’ and ‘share’ will have the chance to
receive Christmas gifts by way of lottery drawing.
MESSAGE: REEBOK – YOUR LOVE MESSENGER

95. Introduction
Market
Competitors
Target
Recommendation
Strategy
• Promote project through SNS
(Facebook, Twitter, Youtube, Blog…)
•
Choose main character
(Participate by submitting story through
E-mail, SNS Private message… )
STEP 1

96. Introduction
Market
Competitors
Target
Strategy
Recommendation
Making Proposal project
(Prepare – Recording in style of hidden camera)
STEP 2

97. Introduction
Market
Competitors
Target
Strategy
Recommendation
Upload onto Facebook fanpage, Youtube channel in Christmas Eve
Expecting “Like” and “Share” by lots of fans
Special Christmas gifts give away to lucky fans
STEP 3

98. REEBOK – YOUR LEADING STAR
Conclusion

99. References
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
http://blog.naver.com/sunnylee37?Redirect=LoglogNo=110165913892
http://www.slideshare.net/cockeela/reebok-18012291?from_search=7
http://www.slideshare.net/DeepakBhandari/reebok-6020789?from_search=5
http://www.slideshare.net/moses5488/2010-campaign-reebok
Reebok GL classic
http://blog.naver.com/1339cat?Redirect=LoglogNo=70152791838
Reebok and competitors: Prospecs, ..
http://blog.naver.com/chumhwa0816?Redirect=LoglogNo=50111625259
http://www.posco.co.kr/homepage/docs/kor3/jsp/news/posco/s91fnews003v.jsp?idx=126243
Nike Reebok
http://bizworks.tistory.com/6
Research Data Korea
https://www.onpanel.co.kr/shop/home_onreport.php3?mode=readtbl=smst_bbs_marketcate=04000000id=61
https://www.onpanel.co.kr/shop/home_market.php3?
mode=readtbl=smst_bbs_marketcate=04000000s_num=2id=62page=1Smode=660Finds=titleFindtext=%BF%EE%B5%BF%C8%AD
http://gamental.net/?c=shareuid=49820
http://data.adic.co.kr/lit/thesis/1999/P0004115/05.html
Research Data Global
http://nikesports.wikispaces.com/Finance
http://savingourstyle.com/2012/07/07/june-2012-footwear-sales-3/
http://business.outlookindia.com/printarticle.aspx?280763
Consumption tendency
http://www.interpark.com/displaycorner/ConsumerReports.do?_method=subcontNo=111
New Balance
http://blog.daum.net/_blog/BlogTypeView.do?blogid=0KtCkarticleno=7462361categoryId=496710regdt=20120208134505
http://marketingdoctrines.blogspot.kr/2012/07/marketing-strategies-of-new-balance.html
Nike
http://cfactory.tistory.com/123
http://www.businessinsider.com/is-nikes-hero-athlete-strategy-in-jeopardy-2013-2

100. Thank you!
Good luck everyone ^^