ADVERTISING STRATEGY OF REEBOK

PRESENTED BY1. TORIT BANERJEE (16020) 2. PRINCE KUMAR (16023) 3. PRASANTA KUMAR BEHERA (16033) 4. SHWETA SHREE (16036) 5. ADARSH BHUSHAN (16042) 6. PREM AMIN KERAI (16059)

FOOTWEAR INDUSTRY
India

ranks second among the footwear producing countries next to China. India produces more of gents footwear while the worlds major production is in ladies footwear. Major production centers in India Chennai, Ranipet , Ambur (T.N.), Kanpur, Jalandhar , Noida & Delhi. Shoes manufactured in India wear brand names like, Florsheim , Gabor, Clarks, Salamander and St. Micheals.

FOOTWEAR INDUSTRY
Institutes

in India engaged in imparting training to personnel in the footwear manufacturing as per the requirement of the trade & industry1. Council for Leather Exports (CLE),Chennai. 2.Footwear Design & Development Institute (FDDI),Agra. 3.Central Footwear Training Institute (CFTI) The major markets for Indian footwear components are the U.K., Germany,

INTRODUCTION TO REEBOK Reebok (NYSE:RBK), also known as

Reebok International Limited, is a global manufacturer of athletic shoes, apparel, and accessories. Reebok Shoes are built upon a strong heritage and authenticity in sports. Reebok International became one of the greatest earners on the market for the fiscal year ending 2000. Bigger fishes such as Cisco and Nike did not have as much a percentage gain as Reebok did Parent Company: Adidas

HISTORY
A famous

English runner named Joseph Foster had such a passion for running that he created his own shoe with spikes in them in 1894. Shoe company- JW Foster and Sons in 1894. Fosters grandsons formed the company Reebok that took over JW Foster and Sons. Reebok USA purchased Reebok Britain and formed a single company we know today.

COMPANY OVERVIEW

Reebok division - which is responsible for producing Reebok shoe and apparel used by athletes, non-athletes, and Weebok brand made for kids. Rockport company primarily responsible for producing the Rockport brand of shoes. Ralph Lauren Footwear company responsible for producing products sold under the Ralph Lauren logo, and Polo logo as can be seen everywhere. Greg Norman Division produces products under the Greg Norman brand.

REEBOK'S VISION Fulfilling Potential Reebok is dedicated to providing each & every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, & the inspiration to achieve what they are capable of. Everyone has the potential to do great things. As a brand, it has the unique opportunity to help consumers, athletes & artists, partners and employees fulfil their true potential & reach heights they may have thought un-reachable.

REEBOK'S MISSION Always Challenge and Lead through Creativity At Reebok, they see the world a little differently and throughout their history have made their mark when they've had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand's unlimited creative potential.

Punch line: am

I am what i

Advertising agencies of Reebok

2004: Reebok hired McGarry Bowen
advertising agency. (New York) McGarry Bowen was provided creative solutions: Advertising(Two People in Everyone) Design Relationship marketing Digital arm 2009 : Reebok appointed DDB Worldwide

DDB Worldwide Communications Group

most awarded agency network in the world more than 200 offices in over 90 countries

DDB Worldwide provides creative solutions:Brand advertising (create awareness) Creative service(warm up to a fun run) Print and broadcast service Coordination of media Developing a sales promotion scheme

SWOT ANALYSIS OF REEBOK

STRENGTH

THREAT S

SWOT ANALYSIS

WEAKNES S

OPPORUTUNITIE S

STRENGTHS
Strong positive results from its good operation performance. New technology makes the firm to be able to make better shoes. Can make shoe in both in stylish and comfortable. Ability to built its own distribution network. The new product able to gain consumers attention. Strong positive financial status with long term debt. Good acquisition to make the company to be more profitable. WEAKNESSES
Reebok's current position in the apparel industry is not strong. Go for too many segments, so company can't handle all of them well, & it may cause company to loss its market in the long run. The company's non-Reebok brand footwear may be potential competitor for itself.

OPPORTUNITIES
The market is big, and the increasing demand is expected. Produce oversea will help company to cut down its cost on labor. Newer Technology development or innovations can help company to get more profit. Extend its distribution network via its own subsidiaries or individual distributors will increase Reebok 's future sales.

THREATS
Product must be unique and competitive distinction. Reebok facing strong competitors in the footwear market. The Company's other product lines also continue to confront strong competition.

Advertising Strategy of Reebok

Media Vehicle: Any specific media like Print or Electronic media which is used for an advertising campaign. Reebok uses Television commercials, Print ads Billboards Online advertising Sponsorship events .

Electronic Media Advertising

Television

Commercials

Reebok International During . NBA Basketball games, TNT basketball games, ESPN basketball games and ESPNs Sports Center
Several tie-ups were made with different television channels for its advertising.

Print Media Advertising

Print Ads: It consists of newspapers and Magazines. It also includes outdoor Billboards, the yellow pages and direct mail. Newspaper: International International Herald Tribune New York Times Washington post The Dawn Reebok in India Hindustan Times, Delhi Times , Times of India, Bombay Times.