SlideShare a Scribd company logo
Beatriz Fonseca (e1800856)
Erik Seefelder (e1800850)
Filip Kudláček (e1800858)
Nhon Tran (e1700987)
Simona Coubalová (e1800857)
REEBOK
International
Marketing Plan
To China
Company Analysis
• Beginning of the company and how it became famous
• Stagnation
• Adidas Acquisition and new strategy
Core Business
• Struggle to find its own positioning while a part of
adidas group
• CrossFit market Trend 2010 (U$ 86 Bi world wild)
• Reebok closes an exclusivity deal in 2011
• Running, training and classics. “Be more human”
Market Analysis
China
• Biggest population in the world (1,379 billion)
• Largest Economy globally ($23.16 trillion)
• Health Conscious
• 13th 5 year plan
• Health China 2030
• BAT
Nature of Demand
• China´s growth and uprising middle class
• Increase in the purchase power and consumption
• Target group varies from kids to seniors – core group from 18- 40
• Adopters of social media, influencers and e-commerce.
• Brand loyalty - taste for international brand – status – Image
• Kotler´s category of limited decision-making buyers
Size and Extent of Demand
• New awareness of health
• Government incentives
• Half a billion Chinese will spend their free time doing
activities until 2025
• Sportwear industry grew from $23.9 billion to $26.6 billion
(2014-2015) – estimative to grow up to U$ 32 Bi by 2020
• CrossFit academies grew 200% in 2016
SWOT
Strengths
Segments
Diversity
Multi-channel distribution strategy
High brand love
Celebrity Endorsements
Sporty brand image
Weaknesses
Poor awareness
Excessive commercialization
Opportunities
Health concern in China
Niches
Threats
Competition
Steals
Objectives
International Objectives
Growth via international business and
improve its brand recognition globally.
Market Objectives
Entry the Chinses market targeting
the footwear market in it is three
niches: classics, running and Crossfit.
The goal is to have the brand stabilized
in the market and reckon as the most
used and high quality from its niche in
5 years.
Marketing Mix
Product
Production and distribution accessories related to sports,
apparels and footwear
• Shoes
CrossFit
Running
Training
Walking.
• Competitors
Nike
Adidas
Puma
Place
• E-coomerce: E-commerce proves to be
Reebok’s centralized selling channel,
which is driven by mobile consumer
behavior and Chinese shopping
preference in an inclusive online eco-
system.
• Offline store: These stores are divided into
Super-Special stores, Limited-Line stores
and Single-line stores.
Process
• Authentic product display and
customer service
• Clear images, description about the
nature of shoes such as size, color,
patterns
• Online consultancy, delivery services
• Well-trained and accountable sale-
team
Price
Pricing is one of the most critical and most
important component within the theory of
marketing mix.
Pricing at a premium
• “Image pricing” or “Prestige pricing”
• Premium pricing means higher profits on
every unit sold.
• The benefits:
• Competitors Advantage
• Increased Visibility
• Improved Profits
Physical Environment
• Focus on e-commerce and m-commerce
• Physical places
• Compare with USA
Promotion
Mainly social media and special events
• Social media
• Alternatives of YouTube, Facebook and Instagram
• Events
• Charity events
• Charity running
• Running for purpose
• People
• Target audience from 18 to 35 years old
• Segmentation
• Men
• Women
• Positioning
• “Celebrate individuality in sport life”
Planning Budget
Planning Assumptions
• Governance Policies and Regulations
• Taxes
• Location and Labor Force
• Other Operational Costs
Marketing Costs
• Adidas spend 213 million euros in
Operation in China in 2017
• Includes distribution, marketing
overhead costs, logistics, R&D
• In 2016, Adidas Group spent 2733 euros
million in marketing expenses
• Includes promotion, advertisement,
partnerships and other costs.
• Prevision of 257 million euros in 2018
Implementantion and Control
Risk Management
• Financial risk
• Commodity price
• Cash flow and liquidity risk
• Increasing competition
• Operational risk
• Expansion of government’s role
• Regulation and compliance
• Emerging technologies
• Political risk
•
• Marketing risk
• Damage to brand reputation
• Language barrier
Thank You

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Reebok presentation

  • 1. Beatriz Fonseca (e1800856) Erik Seefelder (e1800850) Filip Kudláček (e1800858) Nhon Tran (e1700987) Simona Coubalová (e1800857) REEBOK International Marketing Plan To China
  • 2. Company Analysis • Beginning of the company and how it became famous • Stagnation • Adidas Acquisition and new strategy
  • 3. Core Business • Struggle to find its own positioning while a part of adidas group • CrossFit market Trend 2010 (U$ 86 Bi world wild) • Reebok closes an exclusivity deal in 2011 • Running, training and classics. “Be more human”
  • 4. Market Analysis China • Biggest population in the world (1,379 billion) • Largest Economy globally ($23.16 trillion) • Health Conscious • 13th 5 year plan • Health China 2030 • BAT
  • 5. Nature of Demand • China´s growth and uprising middle class • Increase in the purchase power and consumption • Target group varies from kids to seniors – core group from 18- 40 • Adopters of social media, influencers and e-commerce. • Brand loyalty - taste for international brand – status – Image • Kotler´s category of limited decision-making buyers
  • 6. Size and Extent of Demand • New awareness of health • Government incentives • Half a billion Chinese will spend their free time doing activities until 2025 • Sportwear industry grew from $23.9 billion to $26.6 billion (2014-2015) – estimative to grow up to U$ 32 Bi by 2020 • CrossFit academies grew 200% in 2016
  • 7. SWOT Strengths Segments Diversity Multi-channel distribution strategy High brand love Celebrity Endorsements Sporty brand image Weaknesses Poor awareness Excessive commercialization Opportunities Health concern in China Niches Threats Competition Steals
  • 8. Objectives International Objectives Growth via international business and improve its brand recognition globally. Market Objectives Entry the Chinses market targeting the footwear market in it is three niches: classics, running and Crossfit. The goal is to have the brand stabilized in the market and reckon as the most used and high quality from its niche in 5 years.
  • 9. Marketing Mix Product Production and distribution accessories related to sports, apparels and footwear • Shoes CrossFit Running Training Walking. • Competitors Nike Adidas Puma
  • 10. Place • E-coomerce: E-commerce proves to be Reebok’s centralized selling channel, which is driven by mobile consumer behavior and Chinese shopping preference in an inclusive online eco- system. • Offline store: These stores are divided into Super-Special stores, Limited-Line stores and Single-line stores. Process • Authentic product display and customer service • Clear images, description about the nature of shoes such as size, color, patterns • Online consultancy, delivery services • Well-trained and accountable sale- team
  • 11. Price Pricing is one of the most critical and most important component within the theory of marketing mix. Pricing at a premium • “Image pricing” or “Prestige pricing” • Premium pricing means higher profits on every unit sold. • The benefits: • Competitors Advantage • Increased Visibility • Improved Profits Physical Environment • Focus on e-commerce and m-commerce • Physical places • Compare with USA
  • 12. Promotion Mainly social media and special events • Social media • Alternatives of YouTube, Facebook and Instagram • Events • Charity events • Charity running • Running for purpose • People • Target audience from 18 to 35 years old • Segmentation • Men • Women • Positioning • “Celebrate individuality in sport life”
  • 13. Planning Budget Planning Assumptions • Governance Policies and Regulations • Taxes • Location and Labor Force • Other Operational Costs Marketing Costs • Adidas spend 213 million euros in Operation in China in 2017 • Includes distribution, marketing overhead costs, logistics, R&D • In 2016, Adidas Group spent 2733 euros million in marketing expenses • Includes promotion, advertisement, partnerships and other costs. • Prevision of 257 million euros in 2018
  • 14. Implementantion and Control Risk Management • Financial risk • Commodity price • Cash flow and liquidity risk • Increasing competition • Operational risk • Expansion of government’s role • Regulation and compliance • Emerging technologies • Political risk • • Marketing risk • Damage to brand reputation • Language barrier