Reebok uses social media like Facebook and Twitter to target different customer segments. It sponsors athletes to promote its footwear and apparel lines for various age groups and activities. To counter competition, Reebok aims to create engagement through social communities and customer incentives. Its marketing strategy focuses on increasing social media presence through content like photos and questions. It will advertise customized products, track key metrics, and allocate $500,000 over four quarters to expand search marketing, promote coupons, and refine tactics based on performance reviews.

1. Christopher Karr
Reebok

2. PROFILE
• FACEBOOK LIKES 569,000
• TWITTER FOLLOWERS 374,870
• CHARITY EVENTS 25
• SPONSERED ATHLETES 428
• SPECIALIZING IN UNIQUE FOOTWEAR AND PERFORMANCE
APPAREL AT APPEALING PRICE

3. TARGET MARKET
• Reebok has specific lines to target each age group.
• These lines target different types of athletes and age
Reebok Classic- Trendy and older Reebok customers who like specific styles
Reebok Rezig- New upcoming athletes who are looking for a performance breaking shoe
Reebok Women- Women who are into yoga and exercise
Reebok Pumps- For shoe collectors who were into the popular 1990 basketball shoe the pump.

4. Threats in the Market
-Fierce competitive environment (Direct
competitors such as; Nike, Adidas, New
Balance, as well as smaller competitors)
- Economic Segment of the External
Environment specifically the economic
Crisis
Goals to Counter Threats
-Customer incentives for repeat
business
-Create a community feel with Social
Media pages in order to keep
customers actively involved with
Reebok

5. Increase the usage of Social Media to
Target Potential Customers
Social media is extremely important to accessing new customers and gain exposure.
Keys to efficient usage of social media channels;
- Experiment with new methods
- Keep customers engaged with the usage of rhetorical questions and
keeping up to date with new trends
- Use promotional coupons through banner ads or tweets so followers can
be rewarded
- Facebook and Twitter pages should contain
pictures of customers using the product as well as
information with regards to promotional events.

6. Twitter Facebook
- Re-tweet customers to gain -Pictures of current events with
more followers relation to the product
- Tweet athletes that are -Build relations with target
sponsored and have these customer segment
athletes reciprocate the -Read, respond and implement a
action
customer response section
- Personalize the twitter page -Update frequently to increase
(background, location) as
personalization between Reebok
well as tying the page to the
Reebok home page and its customers
-Give incentives for customers to
- Follow customers that
mention the product visit the Reebok Facebook Page
-Use banner ads to direct
- Offer incentives for customers
to re-tweet Reebok customers to the Reebok site
-Show pictures of customized
shoes made by other customers
Doing advertising on Facebook allows us to connect with to personalize the product.
more than 800 million potential customers, choose the
target audience by location, age and interests, as well as
test simple image and text-based ads and use what works

7. With the competition in today’s market (customers having high buyer power) it is
essential to establish “key words” that are commonly searched. These words will
be used to market directly to customers and lead them to Reeboks website instead
of other direct competitors.

8. • Market share growth and other financial
measures
• Website frequency (by # of customers)
• Pay Per Click
• Click Through Measurement
• Followers on Twitter and Likes on Facebook
• Usage of coupons

9. Budget
This is a pretty inexpensive marketing strategy as setting up a Facebook
and Twitter account is free. The main expense related to my marketing
strategy will be related to coupons redeemed as well as advertising costs
in relation to setting up banner ads on the two social media sites.
With this in mind our Marketing budget should be: $500,000

10. TIMELINE
1st Quarter- Expand advertising with Reebok athletes to promote the brand through
Youtube. Start advertising customized shoes toward the target market on social
media sites.
2nd Quarter- Increase search engine marketing by optimizing key words to draw more
attention to the Reebok brand (SEO and SEM)
3rd Quarter- Advertise coupons through banner ads and update social media sites with
recent creations by customers. Get involved on a more personal basis with
customers and measure success this far.
4th Quarter- Once the performance metrics are measured implement
changes/continuations depending on the results. Increase promotions and
coupons to customers and heavy reliance on social media channels that have been
successful after the 3rd Quarter measurement.