Reebok is a global brand owned by Adidas that focuses on sports and lifestyle products. It has historically focused on partnerships with athletes but now also targets women. In South Korea, Reebok sponsors major events and celebrities. It uses integrated marketing communications across different channels to promote a message of individual self-expression and fun. However, Reebok faces challenges in appealing to a broader customer segment and accurately forecasting trends.

1. Reebok Fulfilling Potential
What is Reebok today?
Sung Yeon - Min Kyung - Laura Nyyssölä
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2. Reebok
What is Reebok today?
CONTENTS
Strategy and focused areas
Key product concept
1. Company Profile Comparison with competitors
SWOT Analysis
Customer and market analysis: SOUTH KOREA
2. Past Marketing (Late 1990’s - 2008)
4 x Campaigns: ReeTone, Ree, ZighTech, RealFlex
3. Current Marketing (2009 - 2011) Marketing in Korea
Integrated Marketing Communications (IMC)
4. Summary Current problem
Improvement suggestions
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3. Reebok
What is Reebok today?
COMPANY PROFILE
• Established in 1980s and named after African gazelle
• Adidas officially took over Reebok in 2006 due to struggling with several years of steady
decline
• Contributes 18 % of Adidas group sales
• CEO: Uli Becker
• Reebok is a global brand that creates and markets sports and lifestyle products built
upon a strong heritage and authenticity in sports, fitness and women’s categories.
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4. Reebok
What is Reebok today?
STRATEGY AND FOCUSED AREAS
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5. Reebok
What is Reebok today?
KEY PRODUCT CONCEPT
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6. Reebok
What is Reebok today?
COMPARISON WITH COMPETITORS
How is Reebok different?
 Fulfilling potential
 Courage to challenge
convention
 Celebrating individuality
 Having FUN !
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7. Reebok
What is Reebok today?
SWOT ANALYSIS
WEAKNESSES
STRENGHTS
• Reebok’s name - branding and a high • It faces a lot of competition in the sport shoe
quality image industry
• Excellent service network • Its high prices have limited their range of
• Teenagers and the young generation customers
• Factory situated in New Delhi - to cut down
the cost of production
THREATS
OPPORTUNITIES
• The variety of design and function • The biggest threat is the popularity of
• Moving from the specialist sports shoe other manufactures
market to the young and adult market • Customer loyalty
• New and innovative sports shoe designs • Limited customer base
• Growing market
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8. Reebok
What is Reebok today?
MARKET ANALYSIS: SOUTH KOREA
What is special about the Korean market?
• Population 48.8 million  large market, potential
• Age structure: 15-64 years 72.3%  aging
• 81.5 % urbanized  technology, needs, values
• Homogeneous  less diversification, language, faster to
adapt new products (marketing)
• Peninsula  little influence of neighbor countries (trends)
• Women mostly use high heels
• Men use 깔창 (kkal chang)
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9. Reebok
What is Reebok today?
CONSUMER ANALYSIS: SOUTH KOREA
What is the caricature of a Korean consumer like?
Walks a lot Reference groups important
Women don’t do sports Likes bright colors and wants
every day to be tall
Actors and singers are Haves a good income
examples/opinion leaders
Focuses on shoes
Technology centered (school uniforms, suits)
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10. Reebok
What is Reebok today?
PAST MARKETING (LATE 1990’s - 2008)
• Commitment to identify its brand with the world’s most talented, exciting and cutting-
edge athletes.
• Since then, focused on athletes who represent the top elite of sports and fitness.
• Exclusive partnership with the national leagues
• Rbk – street-inspired footwear, cool and edgy
• Integrated marketing campaign with sports, music, technology and entertainment
• First non-athletes: Jay-Z and 50 Cent
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11. Reebok
What is Reebok today?
REETONE (2009) ZIGHTECH (2010) REALFLEX (2011)
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12. Reebok
What is Reebok today?
MISS KOREA (2006) : Lee Ha-nui
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13. Reebok
What is Reebok today?
CURRENT MARKETIG
Every Miss Korea is
sponsored by Reebok
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14. Reebok
What is Reebok today?
MARKETING CAMPAIGN TO WOMEN
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15. Reebok
What is Reebok today?
MARKETING CAMPAIGN TO WOMEN
Allure
Love
Green
Campaign
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16. Reebok
What is Reebok today?
MARKETING CAMPAIGN TO WOMEN
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17. Reebok
What is Reebok today?
THE BIGGEST STORE IN DAEGU
• IAAF World Championships 2011
in Daegu
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18. Reebok
What is Reebok today?
REEBOK CROSSFIT
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19. Reebok
What is Reebok today?
REEBOK CROSSFIT
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20. Reebok
What is Reebok today?
CREATIVE REEBOK EXTRA GRIP PACKING
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21. Reebok
What is Reebok today?
NAVER BLOG MARKETING
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22. Reebok
What is Reebok today?
PPL MARKETING : THE GREATEST LOVE
• PPL (Product in Placement) Marketing
• Limited edition Reebok INSTA PUMP FURY
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23. Reebok
What is Reebok today?
PPL MARKETING : THE GREATEST LOVE
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24. Reebok
What is Reebok today?
INTEGRATED MARKETING COMMUNICATIONS (IMC)
• By communicating through advertisements and products Reebok makes every Reebok-user
feel that they can have FUN in their own individual way. IMC messages are consistent,
therefore more credible. This enhances the long-term relationship between the brand and
consumer.
• IMC in Korea
– Advertisements (magazines, outside of home, TV (+dramas), Internet banner)
– Promotion (people, events (IAAF Daegu+CrossFit))
– Integration tools (social media, blogs, apps) EVERYTHING
COMMUNICATES !
 Smart phones usage (timely reminders, updated information, special offers)
place/convenience (where to buy), ppl promotion, more two-way communication
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25. Reebok
What is Reebok today?
CURRENT PROBLEMS
• Exaggerated advertisements
• Controversial and confusing product names
(ee or ea?)
• ZighTech advertising only for men
•  The current consumer segment is good
but can be broadened
•  Only for limited market  solution, next
presentation
• Forecasting the future trends
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26. Reebok
What is Reebok today?
THANK YOU !
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