The Company has taken great pains to deal withthe accompanying trouble of maintaining brand consistency in such retail models. Each company then segments its product lines to better satisfy the many different customer needs Tufts University, 2006. It is not only instrumental in redefining theattitude of fitness in India but also increasingly made it a career choice for many people. As many as nineplayers in the Indian cricket team use a Reebok bat. The market segmentation; targeting and position play an important role in this company. Fitness is what you make of it. In this case, they have developed market segments to market their footwear products, with a major focus on fashion.
Signature fashion detailing inspired by crocodile skinchanges according to movement in the fabric and expresses a dynamic visual effect duringperformance. The development of modified sneakers for the elderly will therefore enhance the competitive ability of Nike, Inc. Nowadays, the concept of marketing is customer- oriented and aims to meet the needs and expectations of customers to increase their satisfaction. It is through marketing research and information that Nike can carry out both environmental and competitor analysis. This implies that there has been an increase in free movement of goods and services across the globe. Reebok owns few stores of its own but depends mostly on retail stores to order and deliver the products, which at times can be slow.
Income — On the basis of Income, Reebok has divided the market into lower income level group, mid income level group and high income level group. Reebok usually follow skimming strategy but when it entered into the apparels and other accessorymarket in India it followed penetrating pricing, i. In regard to the marketing objective of increasing sales by 10% over the next year, Reebok plans to place its product in gyms by giving a pair to local trainers to act as opinion leaders and encourage boomers to purchase them. Magazines like Runners World and Running Times are the most vital to communicate how viable the Reebok Realflex is as a running shoe. Reebok International Limited, a subsidiary of the German sportswear giant adidas, is a producer of athletic footwear, apparel, and accessories. Marketing segmentation is more and more vital for business in the modern time. For example: a person walking on the street.
According to Ofek and Johnson 2011 , Adidas is a strong competitor of Nike, especially after purchasing Reebok in 2007. Reebok India has bagged the prestigious Subsidiary of the Year award many times. If the price of the product is suitable then it can attract number of clients and allures the customers to buy them. The main objective of the company is to concentrate on the consumption of cities and urban areas to have excessive reach to the target market. With a generation that has grown up with i-pods, blogs and video games, Adidas is looking to appeal to his younger generation through technology that they have become used to using.
According to the Adidas Group 2008 Annual Report, the company targets three brands: sports performance, sports heritage and sports styles. Short forminfomercials are 30 seconds to 2 minutes long. It has been able to achieve it through its efficient and effective marketing strategies. Health is becoming an American priority especially for younger generations Saxena, 2010. When Reebok entered into India, fitness was a very nascent industry and people used to buybranded shoes only for image, fashion and comfort. The overall data has been collected in collaboration with Mr Ankit Gupta and under his guidance.
The duration of this unit is short and I cannot prepare my report properly because I do not have the actual product. They enjoy going to the retail chains so that they can try on the shoes and make sure that they feel good while walking. Reebok has also expanding its apparels section now along with shoes, which is gainingpopularity day by day. This implies that most consumers have reduced their spending on products that were considered as luxuries. The Realflex has 76 independent sensors on the bottom of the shoe that adapt to all training surfaces and promote natural movement India Infoline Ltd, 2011. Four P Components of Marketing Mix5.
Subhinder Singh Prem expressed his delight at theopening of their largest single branded store in the world. In reference to Ferrell and Hartline 2010 , a marketing strategy is all about people. Positioning Statement 2: For baby boomers that pursue a healthy lifestyle, Reebok Realflex footwear is the natural running shoe with high tech soles and light-weight materials that is designed to provide the health benefits of natural running. Reebok is becoming stronger as a brand day by day. By modifying its current marketing mix Reebok can meet the needs of consumers. Such a segmented retail strategy allows Reebok to rake in Rs. Demographic segmentation refers to dividing the market into groups based on demographic variables, such as sex and age, which this method has long been used in clothing market.
Reebok pinpointed the consumer insight that women perceive exercise as a boring, and would workout more often if the gym was fun. Aside from television, another mode to advertise to consumers is through magazines like that are specific to fitness and popular culture. Reebok also plans to place the product in convenient places for purchases, such as mall outlets to increase product visibility as well as specialty stores. These manufacturers then ship the shoes to other companies to sell. A case sets forth, in factual manner, the events and organizational circumstances surrounding a particular marketing managerial situation.
Lots of people are looking for such a product. These forces are external and usually uncontrollable. While creating a marketing strategy, an enterprise must consider many factors. When looking at target markets, Reebok has narrowed its markets to college aged adults interested in maintaining fitness, and individuals between 40-65. School Enrollment in the United States: 2008. This issue can be resolved through the use of blending the concepts of health and athletic performance in advertisements. In addition, increased unemployment rates in different markets across the globe have affected consumer spending Henry, 2008.
Reeboks main advantage has been that it understood the Indianconsumer very well and has made an effort to grow alongside him. And they will try and get close to the most popular sport according to theregions where they operate. There are two types of infomercials, describedas long form and short form. As most of the people of any country belong to middle class and these are the main target customers of any company. Inspired by the past, New Classic collections merge sport and style to re-energise the category. Sport Marketing Reebok A Case In this case the core issue is Reebok needs to find a way to dramatically shift Reebok from a fashion athletic to a performance athletic brand through sports marketing and investment in high profile athletes, teams and leagues.