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New media Solution for Reebok in Korea market
The document outlines a new media marketing strategy for Reebok, focusing on enhancing brand visibility and engagement with the target audience, particularly young consumers. It includes a comprehensive market analysis highlighting key competitors like Nike and New Balance, and proposes innovative promotional campaigns that utilize social media and interactive digital experiences. The suggested initiatives aim to incorporate Reebok's classic themes while leveraging current trends and technology to resonate with the 20-something demographic.
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New media Solution for Reebok in Korea market
- 1. NEW MEDIA SOLUTION REEBOK HwangBo 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 CompetitorsAnalysis 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 innovativeproducts 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 CompetitorsAnalysis 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 – Thestrongest 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 onhero 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 Since1988 ‘Possibilities’ Campaign (2013) • In Korea Marketing Strategy
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- 41. 20’s lifestyle pattern Selfattatchment Open minded Valuable consumption • Strong
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- 68. Introduction Market Competitors Target Strategy Recommendation • Emotional elementsare hardly effected in consumption decision.
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- 70. • Spending moneyand time 20’s Consumption Tendency generously for themselves.
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- 72. Introduction Market Competitors Target Strategy Recommendation From: Korea InternetDevelopment 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 InternetDevelopment 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 halfof 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(WonderGirls) Dual version: Go Live, Go Love Casual Street Fashion Reebok GL-6000 CF
- 78. Introduction Market Competitors Target Strategy Recommendation Submit text, photoor video to create your own GL’s means Facebook Event
- 79. Introduction Market Competitors Target Strategy Recommendation Daily and GrandPrize were given Also use Blog banner advertising Facebook Event
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- 81. Introduction Market Competitors Target Strategy Recommendation MEDIA OVERVIEW Touch point SNS Mobile OOH KeyCharacteristics 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 bigidea 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 Promotion1: Dance with your self-designed avatar
- 84. Introduction Market Competitors Target Strategy Reebok – YourLife 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 storelike 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 (usingdigital signage or mobile app) Strategy Recommendation
- 87. Introduction Market Competitors Target Strategy Recommendation à Dance à Receivedacing video à uploading on Facebook fanpage STEP 3
- 88. REEBOK YOUR STYLE DESIGNER Promotion2: Reebok Fashion show
- 89. Introduction Market Competitors Target Strategy Reebok - YourStyle 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 (Appstore, QR Code, NFC) STEP 1
- 91. Introduction Market Competitors Target Strategy Recommendation Using Ree-Stylish Appto get recommend fashion item and make your own style STEP 2
- 92. Introduction Market Competitors Target Strategy Recommendation Take picture àUpload on Reebok Facebook Fanpage And WIN PRIZES (Items or participating in the Fashion Show STEP 3
- 93. REEBOK YOUR LOVE MESSENGER Promotion3: Proposal Event
- 94. Introduction Market Competitors Target Strategy Recommendation Reebok - YourLove 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 projectthrough 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 Facebookfanpage, 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 – YOURLEADING 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 Reebokand 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 luckeveryone ^^