About Reebok
? Founded by: Joseph William Foster, 1890 in UK.
Sub Brands
Reebok EasyTone
•Toning and shaping
Reebok ZigTech
•luxuriance activities
Reebok RealFlex
•flexible movements
Reebok Classic Collections
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Brand Owning Organization
? Subsidiary of Adidas Group past 2006
? Uli Becker – principal of Reebok
? 8,000 employees
? 2010 – income of € 1,603 billion (19.3 % enlargement)
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Overview of Reebok
EasyTone
? 2007 – Run Easy & “There are two commonalty in everyone” ? 2008 – “Your move”
? 2009 – EasyTone toning shoes
? New counteract pod technology
? 28 % past potent toning of press & 11 % past on leg
muscles
? 2011 – EasyTone tops & trousers
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Brand Value Proposition
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Functional benefits: Toning, shaping, Strengthening,
conditioning, flexibility.
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Distinctive emotional benefits: Comfortable,
enthusiastic, sure.
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The Values of this stigma:
“Empowering”, “Individualistic”, “Innovative”.
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Brand Aura: Tone and outline your substantiality to own healthy
connection lifestyle.
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Brand Promise: Tone key muscles
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Current Brand
Communication Audit
? Reebok 2012 war – Newer Ads featuring the
celebrities.
? Reebok EasyTone Official Website
? Mobile Applications
? Social Netstarted Website
? Posters, Online Marketing, TV Ads.,
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Competitor & Substitute
Analysis
? Main sort competitors:
? Adidas 33 % dispense distribute
? Nike 28 % dispense distribute
? Umbro 9 % dispense distribute
? Indirect competitors:
? Kappa
? Puma
? Asics
? Substitutes:
? Regular sneakers
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PEST Analysis
? Political trends:
? UK Government supports the footimpair industry
? London 2012 Olympic Games & Paralympic Games
? Outdoor attainments in schools
? Economic trends:
? Big contact on the footimpair industry
? Financial crisis in 2008 – lessen of 8 % in sales
? Consumers are past cowardly environing spending money
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? Social trends:
? Healthy lifestyle is trendy – soften in connection memberships in UK
? The wantonness sector allure advance during the present 10 years
? Embonpoint unformed result in UK – 31 % of result are
overweight
? Technological trends:
? New technology ?
? Going to be past into connection – toning – activating
muscles – animate muscle development
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Category Audit
? Growth/decline of the Industry:
? In the last two years Reebok has been experiencing absolute consequence with
regards to sale.
? Past Easytone’s loose, Reebok gained 6% of the dispense distribute in 2009. ? Introduction of sub-sort emanations.
? Future prospects:
? The emanation’s involvement in the 2012 Olympic Games and Paralympic
Games.
? Change in consumer forfeiture precedent due the transient economic seat in U.K.
? Commercialise Easytone as a gym impair shoe and not barely a walking fit shoe.
? New Sub-categories:
? “Grow as a stigma.”
? Introduce Easytone gym equipment and connection videos.
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SWOT Analysis
Strengths
- Polite periodical sub-stigma in spleen of their -
recent minute into the UK dispense.
- Attractive wars which appeals to their
target section.
- Continuous enlargement of sales past its embark
Opportunities
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Weaknesses
EasyTone sort is not as polite periodical
in the men ‘s section as it is in the
women’s.
Failed to conduct its stigma assurance which
resulted in law suits filed by consumers.
This may assume the customers’ duty and
loyalty.
Threats
Expand the emanation sort to men and -Possible new entrants/competitors. other age categories (kids).
-Consumers may affect the technology Reebok
Can acceleration impoverish embonpoint unformed result
EasyTone uses is not started succeeding the Court
Growth of the wantonness’s industry
declared the stigma has not kept its assurance.
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Conclusion
- Connection & luxuriance are the backbone of Reebok EasyTone’s positioning.
- Impressive embark of the emanation through provocative and poetical dispenseing diplomacy.
- But They failed to conduct their stigma assurance due to technological
requirements were not met.
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Introduction of the desire bra and capri pants.
- How can Reebok retrieve its customers allegiance and duty?
- Expansion in to a new target dispense, aid Easytone for kids to
prevent embonpoint.
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References
Books:
Keller, Kevin Lane, Apéria, Tony and Georgson, Mats, Strategic Stigma 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.condition - located 12 March 2012 http://www.slideshare.net/anmuth/easy-tone-marketing-plan - located 12 March 2012
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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
