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ReeBok CrossFit
Marketing Action Plan

REEBOK

CROSSFIT
agenda
The Business issue
Issue to opportunities
opportunities to oBjectives
OBJECTIVES TO STRATEGY
STRATEGY TO EXECUTION
MEASURING SUCCESS

REEBOK

CROSSFIT
THE Business Issue
Sales forecast Has Been cut By Adidas
Sales have Been down
MARKET SHARE IS DOWN
Opportunity to increase Sales on the Back of
growing Trend
issue to OPPORTUNITIES

REEBOK

CROSSFIT
reeBok
STRENGTHS

WEAKNESSES

Strong Brand equity and
recognition

not the top Brand choice for
purchasing fitness apparel
and footwear

unique heritage
Has initial grounding in the
fitness market

lost their appeal to the
everyday consumer in fitness
Adidas is ReeBok’s parent
company
Market share is low
reeBok analysis
ReeBok’s sales and shares
at a decline
2012 each quarter sales
fell at least 25%
Lost NFL
trailing shares
there’s optimism
Exclusive Brand for
Crossfit worldwide
unique fitness experience
challenge physical,
mental, social
frequent competitions
to push people further
growing industry
reeBok’s market
opportunities

threats

stand out within a growing
fitness apparel industry

Strong competition and
Brands that play within the
same marketplace

re-instate ReeBok as
leading Brand for fitness
apparel
consumer Buying due to
healthier economy

competitors to partake in
CrossFit’s unique program
Niche fashion Brands are
appealing to a younger
market
marketplace
market trends:
innovative fitness
younger group
athletic shoes purchased
marketplace
market trends:
innovative fitness
younger group
athletic shoes purchased
market growth:
overall Industry is growing
shifts of consumer confidence
THE Competition
Nike
premium apparel provider
for athletes
a Brand for athletes’
aspirational goals
Under Armour
Brand identity is always
aBout the team
uniforms worn By teams at
more than 100 universities
THE Competition
Nike

Under Armour
Kinect Training for XBOX 360

University uniforms

Fuel Band

UA E39
THE TARGET MARKET
“Teenagers currently spend an estimated $153 Billion a year
on everything from computers to cars to clothes.”
!

“Young people are interested in fitness, not as a way to fix
health proBlems they already have, But to live a healthy
life and prevent any proBlems in the future.”
THE TARGET MARKET
Demographic segmentation:
Generation Y / Millennials
Geographic Segmentation:
New York, Miami and
Los Angeles
Psychographic Segmentation:
UrBan Achievers and Wealthy
Younger Family Mixes.
Behavioral Segmentation:
CrossFitter influencer

de:
Some Traits Inclu
,535
ian HH Income: $35
Med
loyment Levels: 

Emp
White Collar, Mix


Education Levels:
College Graduate
ck,
ersity: White, Bla
Ethnic Div
Asian, Hispanic, Mix
Age Ranges: < 35
THE SURVEYED MARKET
Market Research
70% urBan and 30% suBurBan
median age of 27
Over 93% are health conscious
73% work out at least once a week
Market Research

56%
OPPORTUNITIES TO OBJECTIVES

REEBOK

CROSSFIT
THE MARKETING PLAN
IVES
ECT
OBJ
increase awareness of
ReeBok CrossFit footwear
and apparel in the US By 30%
Become the preferred Cross
Fit Brand among Generation Y

share OBJECTIVES:
e
ok’s market shar
Increasing ReeB
to $5.0 share
ear $ share to 10%
Increase footw
o 5%
apparel $ share t
Increase
The financial Plan
IVES
ECT
OBJ
increase $ sales By 23% within a year after the launch of the
marketing plan
turn the Bottom line to profitaBility By 2015
oBjectives to strategy

REEBOK

CROSSFIT
THE mission
BREAK DOWN FITNESS BARRIERS
LEAD A FITNESS REVOLUTION
IMPROVE MENTAL, PHYSICAL, AND SOCIAL WELL-BEING
PRODUCT offering
Nano 2.0 - Specialized CrossFit footwear
Nano 3.0 - introduce in 2013
enhanced staBility, increased
BreathaBility, greater flexiBility
Customization - Your ReeBok
specifically for CrossFit products
PRODUCT PRICING
positioned as a premium offering
within the sporting goods industry
!

The new Nano 3.0 footwear line will
Be premium priced at $200 as it offers
unique quality and Benefits among
this category
DISTRIBUTION
DISTRIBUTION
ReeBok will continue to Be sold in
national sporting goods retail stores
department stores.
!

The Big expansion on ReeBok’s distriBution channel will Be
their exclusive ReeBok Fit HuB stores:
Los Angeles
Miami
Houston
Washington DC
Chicago
San Francisco
THE POSITIONING statement
To all those seeking victory in the sport of fitness, 

ReeBok’s CrossFit apparel elevates your performance and
ignites your will to succeed.
ory In
k Vict kout
See
Wor
Your

EBOK
RE

SSFIT
CRO
how do we communicate?
communications strategy

awareness

engagement
STRATEGY TO EXECUTION

REEBOK

CROSSFIT
awareness

engagement

TV

TV

Print

youtuBe

OOH

twitter

PR BUzz

faceBook

online Banners

Four Square

pre-roll

pr Buzz
eel
f st

no
Ma ot
sp
tv

THE CREATIVE
sfit
ros nge
C
lle
cha ot
sp
tv

THE CREATIVE

Woman VO: The biggest challenge is to push
yourself to the limit...

Woman VO: So Reebok challenged America
the Summer...

See the challengers at
youtube.com/ReebokCrossFit
Woman VO: and found three challengers to
train for the CrossFit games.

Woman VO: Follow these challengers online
and get inspired.

AVO: Join in on the challenge and submit your
CrossFit story online
THE CREATIVE
RINT
P

OOH
THE app
THE Media PLAN
The P&L statement
The P&L statement
annual marketing working Budget
$10.35 million for North America
3.8% of operating margin 

(down from 6% in first half of 2012)
The CrossFit campaign
cost $7.27 million (Production & Media)
Operating margin will remain at 9.1%
MEASURING SUCCESS

REEBOK

CROSSFIT
monitoring CONTROLS
KPI’s to monitor performance:
Dollar and Unit sales growth By distriBution channel
ReeBok stores
E-commerce
department stores
Dollar Market Share growth vs. main competitors 

for footwear and apparel
monitoring CONTROLS
Other Financial and Marketing Metrics
Quarterly reporting of awareness levels
Quarterly category (footwear and apparel) reporting
Monthly reporting email response rate
Banner advertising click thru rate
digital impressions
FB likes growth, YouTuBe views, Twitter followers
Monthly tracking of coupon/ promo code redemptions
thank you

REEBOK

CROSSFIT

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Reebok CrossFit Marketing Action Plan