Marketing Strategy of Reebok – Reebok Marketing Strategy: Reebok is an English clothing and footwear manufacturer and, since 2005, it has become an affiliate of the giant sports company Adidas. It manufactures and distributes a range of products for fitness, running apparel, footwear, and clothing.
Reebok is the main sponsor of The UFC (Ultimate Fighting Champion), Spartan Race, CrossFit, and more. The company’s headquarters is located in Boston Massachusetts with its regional offices in Montreal, Hong Kong, Amsterdam in addition to Mexico City. In 2010, Reebok began to establish its name within India.
Within the Indian market, Reebok has a share of 47% in footwear for sports as well as apparel. Reebok is now expanding into Pakistan in addition to Sri Lanka as well.
Did You Know About Reebok?
Company : Reebok
CEO: Matthew H. O’Toole
Founder: Joseph William Foster
Year founded: 1958
Headquarters: Bolton, MA United Kingdom.
Products & Services: Reebok designs, manufactures, distributes and sells fitness, running and CrossFit sportswear including clothing and footwear. The clothing line includes t-shirts, hoodies, and pants among other items.
Reebok Fun Fact : The company that would later become Reebok is first founded in the 1890s by Joseph William Foster in the town of Bolton, United Kingdom. Joe and Jeff Foster, formed companion company Reebok. The name, meaning a grey rhebok, a type of antelope – comes from a South African dictionary a young Joe Foster won.
Always Challenge and Lead through Creativity
“At Reebok, we see the world a little differently and throughout our history have made our mark when we’ve dared to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.”
“Reebok is dedicated to providing every athlete – from professional athletes to recreational runners to kids on the playground – with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable”
Segmentation, Targeting, and Positioning in the Reebok Marketing Strategy
Reebok has divided the market based on different ages and is geared towards all customers who are healthy and athletic. It has a range of products for fitness equipment, shoes, and clothing items for women, men, and children. The product assortments are categorized by age and needed comfort and style for various classes of people.
Concentrating on the consumer has been a major part of Reebok’s design of products as well as the advertising strategy. Urban consumers of the upper-middle class are the consumers that Reebok is targeting.
People who practice niche disciplines such as fighting MMA as well as Cross-fit are targets for the company. Reebok holds an exclusive agreement with CrossFit and is the sole supplier of CrossFit’s apparel as well as footwear and accessories of the CrossFit brand.
Reebok’s position is unique in the marketplace and is aware that people who purchase from it are different and have different needs. The idea behind Reebok is to highlight the unique characteristics of individuals and to appreciate the unique qualities that make them unique. Reebok celebrates the individuality and authenticity of its customers.
The #FitToFight campaign urged women to take on the fight and be mentally, physically, and socially healthy. Reebok declares itself to be the first brand for women and an all-female band.
Competitive Advantage in Reebok Marketing Strategy
Adidas as parent company :
Reebok was bought from Adidas for $3.78 billion. It was a major game-changer to assist Adidas to take over Nike in its place as the no. 1. Adidas’s global footprint and the brand’s strong recognition has contributed to helping Reebok to target the newer areas more effectively. Adidas has been a great help in the growth of Reebok and has also made significant investments in marketing and marketing for Reebok.
Targeted Advertising :
Reebok is a targeted brand with a focus on certain categories, such as CrossFit, and has a tie-up together with UFC (Ultimate Fighting Championship) and MMA (Mixed Martial Arts). MMA is the most popular sport in the world, dominated by brands like Tapout Venum, Bad Boy, and many more.
Strong in the Women’s Segment :
For international women’s Day, Reebok India released the campaign #BruisesCanBeGood. The aim was to celebrate the bruises as an indicator of the physical toughness and mental power of females. It was a way to highlight how crucial it is to train women and girls about self-defense. protection. This campaign was along the lines of the #FitToFight Campaign. The solid branding of the brand has made it a more prominent concentration and also an area of distinction.
BCG matrix in Reebok Marketing Strategy
Reebok was purchased through the Adidas group. As part of the BCG group, both brand names Reebok and Adidas belong to the “star” class in BCG. BCG matrix.
Despite the fierce competition faced by Reebok in the fitness and sports fitness sector, it’s doing on the market. Reebok’s revenue in America dropped by 15% in 2017, but the brand was able to perform extremely well when it came to China and showed a growth rate of double-digits of 25%. Reebok’s brand needs a huge expenditure on advertising and marketing as well as a significant amount of ingenuity to gain a stronger position in the market, as the market for sports is growing and there are huge opportunities.
Distribution in Reebok Marketing Strategy
The company operates 100 exclusive stores in India and has an online presence with two hundred multi-brand shops. The brand is opening a store every week and is planning to open a new store every day for 72 hours. The brand also draws on the extensive distributor networks from Adidas in the most important cities in India.
The brand also takes advantage of internet-based stores and also has a well-organized web system for the distribution of the items. The brand has also joined with other online stores to offer its merchandise.
Brand equity in Reebok Marketing Strategy
In 2017, it was awarded the title as being the highest-valued brand. It has a price tag of $1.2 billion. The brand has performed very well in the marketplace and is a symbol of class and elegance in sport.
The ingenuity of the campaigns and the product portfolio has contributed to the brand’s image. It has its image, style, and reputation as well as heritage. Adidas has been able to help Adidas propel its future growth in sales and increase profits.
The range of products from Reebok has a rugged look that reflects their high-end lifestyle. The whole design and branding of Reebok are based on creating new levels of success for its customers as well as the Reebok brand itself.
Market Analysis in Reebok Marketing Strategy
Reebok has outlined a plan to establish a partnership with a variety of media outlets throughout India to advertise its product on a variety of levels. This has contributed to Reebok’s increasing the size of its sales share in both urban and rural areas of India.
Reebok is expanding its product ranges, price points, range, geographic presence, and promotion channels. The most important markets for Reebok are in the Asia Pacific which includes countries like Korea, Japan, Hong Kong, Australia, China, and India
The popularity of sports among consumers has expanded past cricket in India due to the rise of badminton, tennis, football, and CrossFit. Sports equipment and apparel are expected to be the biggest industry in 2025. The Indian market is performing very well due to its growing economy and increasing consumption. Reebok could have an advantage in regards to a brand that’s sole goal is fitness.
Customer Analysis Reebok Marketing Strategy
Reebok has always declared itself to be a brand focused on customer satisfaction. To make the shopping experience easier, it offers its merchandise displayed in various categories like ‘Walking Aerobics’, tennis Cricket’, ‘CrossFit Boxing. The main clients of Reebok are females. It’s a one-stop shop for all the gear needed to conduct Combat Training.
This brand targeted particular people who are interested in CrossFit, Martial Arts, etc., and making a difference. This has contributed to Reebok gaining a distinct customer base that is distinct and distinct from Adidas or Nike.
Promotions in the Reebok Marketing Strategy
The company is using platforms like ads, social media billboards, billboards television, etc. to market its products. Reebok is seeking to get its name to be recognized as a company that is focused on the women’s fitness market.
The program “Your move” focused on the subject. For products related to sports, the campaign has featured famous athletes such as M.S. Dhoni, Rahul Dravid, etc. The brand is doing many sponsorships like it has sponsored sports kits for IPL teams such as Kolkata Knight Riders, Rajasthan Royals, Royal Challengers Bangalore, etc.
“Run Easy” campaign “Run Easy” campaign was extremely profitable for the company which promoted running as a fun and social sport. Reebok is also promoting its products with infomercials that make people want to buy. To advertise its products, the company also offers sales on clearance twice each year to get rid of its old stock and keep customers happy.
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