Reebok brand audit

About Reebok ? Founded by: Joseph William Foster, 1890 in UK. Sub Brands Reebok EasyTone •Toning and shaping Reebok ZigTech •trailing activities Reebok RealFlex •flexible movements Reebok Classic Collections 2 Brand Owning Organization ? Subsidiary of Adidas Group past 2006 ? Uli Becker – chairman of Reebok ? 8,000 employees ? 2010 – fruits of € 1,603 billion (19.3 % development) 3 Overview of Reebok EasyTone ? 2007 – Run Easy & “There are two nation in everyone” ? 2008 – “Your move” ? 2009 – EasyTone toning shoes ? New poise pod technology ? 28 % further operative toning of urge & 11 % further on leg muscles ? 2011 – EasyTone tops & trousers 4 Brand Value Proposition ? Functional benefits: Toning, shaping, Strengthening, conditioning, flexibility. ? Distinctive melting benefits: Comfortable, enthusiastic, sure. ? The Values of this disgrace: “Empowering”, “Individualistic”, “Innovative”. ? Brand Aura: Tone and outline your association to entertain healthy kinsman lifestyle. ? Brand Promise: Tone key muscles 5 Current Brand Communication Audit ? Reebok 2012 engagement – Newer Ads featuring the celebrities. ? Reebok EasyTone Official Website ? Mobile Applications ? Social Netestablished Website ? Posters, Online Marketing, TV Ads., 6 Competitor & Substitute Analysis ? Main order competitors: ? Adidas 33 % negotiate portion-out ? Nike 28 % negotiate portion-out ? Umbro 9 % negotiate portion-out ? Indirect competitors: ? Kappa ? Puma ? Asics ? Substitutes: ? Regular sneakers 7 PEST Analysis ? Political trends: ? UK Government supports the footcarry industry ? London 2012 Olympic Games & Paralympic Games ? Outdoor erudition in schools ? Economic trends: ? Big contact on the footcarry industry ? Financial turning-point in 2008 – abate of 8 % in sales ? Consumers are further timid encircling spending money 8 ? Social trends: ? Healthy lifestyle is trendy – soar in kinsman memberships in UK ? The frolic sector conciliate advance during the proximate 10 years ? Embonpoint unmoulded result in UK – 31 % of result are overweight ? Technological trends: ? New technology ? ? Going to be further into kinsman – toning – activating muscles – drive muscle development 9 Category Audit ? Growth/decline of the Industry: ? In the developed two years Reebok has been experiencing independent fruit with regards to sale. ? Past Easytone’s loose, Reebok gained 6% of the negotiate portion-out in 2009. ? Introduction of sub-order issues. ? Future prospects: ? The issue’s involvement in the 2012 Olympic Games and Paralympic Games. ? Change in consumer donation precedent due the unstable economic position in U.K. ? Commercialise Easytone as a gym carry shoe and not barely a walking fit shoe. ? New Sub-categories: ? “Grow as a disgrace.” ? Introduce Easytone gym equipment and kinsman videos. 10 SWOT Analysis Strengths - Well-mannered established sub-disgrace in grudge of their - recent minute into the UK negotiate. - Attractive engagements which appeals to their target portion. - Continuous development of sales past its expatiate Opportunities - Weaknesses EasyTone order is not as well-mannered-mannered established in the men ‘s portion as it is in the women’s. Failed to observe its disgrace pledge which resulted in law suits filed by consumers. This may move the customers’ duty and loyalty. Threats Expand the issue order to men and -Possible new entrants/competitors. other age categories (kids). -Consumers may impress the technology Reebok Can aid weaken embonpoint unmoulded result EasyTone uses is not established following the Court Growth of the frolic’s industry declared the disgrace has not kept its pledge. 11 Conclusion - Kinsman & trailing are the backbone of Reebok EasyTone’s positioning. - Impressive expatiate of the issue through intensitive and unreal negotiateing management. - But They failed to observe their disgrace pledge due to technological requirements were not met. - Introduction of the crave bra and capri pants. - How can Reebok recover its customers fealty and duty? - Expansion in to a new target negotiate, further Easytone for kids to prevent embonpoint. 12 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? References Books: Keller, Kevin Lane, Apéria, Tony and Georgson, Mats, Strategic Disgrace Management A European Perspective, Prentice Hall, 2008 Barbin, Barry J. and Harris, Eric G., CB3, 3th edition, South-Western, Gengage Learning, 2012 Websites: http://www.reebokeasytone.co.uk/ http://corporate.reebok.com/en/reebok_history/default.asp - located 8 March 2012 http://corporate.reebok.com/en/about_reebok/executive_bios/uli_becker/default.asp - located 8 March 2012 http://corporate.reebok.com/en/about_reebok/executive_bios/default.asp - located 8 March 2012 http://corporate.reebok.com/en/about_reebok/faq_section/general_questions/default.asp - located 8 March 2012 http://www.adidas-group.com/en/pressroom/assets/pdfs/2011/Press_Release_Q42010_e.pdf - located 8 March 2012 http://www.adidas-group.com/en/investorrelations/assets/agm/2011/GB_2010_En.pdf - located 8 March 2012 http://adidas-group.corporate-publications.com/2008/gb/files/downloads/en/30-PDF_Files-Reebok_Business_Performance.pdf located 8 March 2012 http://www.wowbc.co.uk/showcontent.php?id=181&fb_source=message – located 11 March 2012 http://www.guardian.co.uk/society/2012/mar/11/obesity-children-healthcare-foo d-industry - located 11 March 2012 http://www.retailgeeks.com/wp-content/uploads/2010/06/Where-Does-Toning-Go-Next_2010_0614.pdf - located 11 March 2012 http://corporate.reebok.com/en/news/2009/No_Ifs_and_or_Butts_About_It_EasyTone.asp - located 14 March 2012 http://www.nytimes.com/2011/09/29/business/reebok-to-pay-in-settlement-over-health-claims.html?pagewanted=all - located 11 March 2012 http://mweigel.typepad.com/canalside-view/2011/09/fashionable-yet-bankrupt.html - located 12 March 2012 http://www.marketingweek.co.uk/reebok-begins-to-regain-lost-ground/2012097.proviso - located 12 March 2012 http://www.slideshare.net/anmuth/easy-tone-marketing-plan - located 12 March 2012 ? ? ? ? ? http://www.dailymail.co.uk/tvshowbiz/article-2103659/Kelly-Brook-new-Reebok-EasyTone-campaign-makes-sporty-sexy.html located 11 March 2012 http://www.adidas-group.com/en/investorrelations/corporate_governance/codeofconduct/default.aspx - located 14 March 2012 http://www.naturalstep.org/en/usa/nike-s-core-values - located 14 March 2012 http://michaelsam85.wordpress.com/2011/05/12/how-does-nike-communicate-its-values-to-its-target-audience/ - located 14 March 13