Reebok

•Established in 1895 in the small England village of Holcombe as J.W. Foster and sons,
Reebok, as it was renamed in 1958 after “rhebok”.

•Reebok is a worldwide designers, marketer and distributor of sports, fitness and casual
footwear, apparel and equipments.

•CEO: Uli Becker

•Reebok is a global brand that created and markets sports and lifestyles products built
upon a strong heritage and authencity in sports, fitness and women’s categories.
 Product categories
•Brands- Nano 4.0, Les Mills, Cross fit gears, Zquick, Spartan, Skyscape, Classics

•Men’s & Women- Shoes, clothing, Accessories

•Kids- Shoes
 Product line
•The product line of a Reebok retail outlet generally consists of sports accessories. The product
line is divided into four sections:
1. Shoes
2. Apparels
3. Sports equipments
4. Exercising/health products
5. Personal grooming

SHOES
• Reeboks specially is their shoes. They vary from shoes for every day use to professional
footwear. The outlet has around 4000 different types of shoes. The outlet also sells floaters
and sandals which have gained a tremendous amount of popularity among the youth.
 Marketing mix
• Winning companies will be those who can meet customer needs economically and
conveniently and with effective communication.

•The marketing mix of Reebok has a focused market. It also has been campaigning on
the product, price, promotion and place.
 Product
•Reebok has always been the king producer in this category with standard products
such as Reetone, ReeGym, ReeZig, ReeTrain etc.
•Reetone footwear series uses mobile air technology. These shoes are for healthy
people and cannot wear fitness shoes, and wearing the power of shoes to help
muscle tone and development.
•ReeGym collection shoes are worn during training in the gym.
•ReeTrain from Reebok is positioned to help Strength Training of the body. This shoe
is made to help make the muscles harder.
•ReeZig is a training shoe with a more durability and athletic ability. It has a visually
appealing look and its ability to reduce the wear of shoes puts it in the grip of
professionals.
Place
•Headquarter- Canton, USA & other offices in Mexico, Hong Kong,
Canada and Holland.
• It has established its brand name very well by the creation and
establishment of a unified retail environment in the distribution
infrastructure. They have come up with an idea of the exclusive stores in
the retail industry.
•Reebok has exclusive stores, factory outlets, and distributors.
•Reebok has a franchise organization in India with more than 1,000
stores.
• It opened the world's largest Reebok showroom in Hyderabad. Through
the online purchase system, the company has completely changed the
notion of selling.
Price

•To penetrate the target market successfully, Reebok came up with an idea of
a standard pricing policy. In the introduction to any new product, they keep
low pricing strategy in their marketing mix, and as demand begins to rise they
shift to regular pricing policy.

•This shows that the brand always followed the market strategy of skimming
system when the company introduced new products in the market, and they
set a high price for their premium products. As consumers start trusting the
brand, the value-added pricing system is introduced, and this helps them to
achieve fast revenue.
 Promotion
•To help consumers understand its offerings, Reebok has embarked on a fidelity promotional
campaign.

• Reebok targeted many sportspersons from NBA, cricket, football, motorsports etc. as its
brand ambassadors to show the association of sports and fitness with the products offered by
them.

•Actors & actresses are also selected for Reebok Advertising campaigns. Reebok has also
sponsored many sports events like IPL, Davis Cup, Spartan Race etc.

• Focuses on both offline and online campaigns.

• Reebok keeps changing its tagline from time to time to promote its product in a unique way.
Some of the famous taglines are "I am what I am," “pain is temporary Reebok is forever,”
"have fun while running," "go to the gym with you."
•
•In the year 2004, Reebok changed its logo with an idea of positive change that fitness brings
to a person’s life. It offers coupons, coupons, discount items to satisfy their consumers.

• Reebok uses a variety of other offline media platforms such as billboards, magazines, ads in
newspapers, radio, and television to show the visibility of its products.
 Key issues and challenges
•Reebok had hired an international agency to help it identity locations for its stores on the
basis of income pockets.
• the agency devised a plan that looked good on paper, divide each city according to the
postal codes.
•The assumption was that people covered by one post office would have somewhat similar
incomes, within no time it was proved that the formula will not work.

PRICE BARRIER

•The biggest challenge in front of company is to produce quality products at even lower
prices and break the existing price barrier.
•The company has brought done its entry level price from around Rs 1390 a few years ago
to Rs 990 now.
Competitors
•Founding date: 1895
•Type: subsidiary
•Tags: manufacturing &
industrial,retail,clothing,fitness &
wellness, footwear, sports
•Location: Canton, US (HQ)
•Twitter followers: 728.5 k
•Revenue (est.): € 1.8b (FY,2017)
•Stores: 313 (FY, 2017)
 Supply chain of Reebok
HOT MARKET DEMAND NORMAL DEMAND
Raw material suppliers
2-16 weeks

Contract manufacturers

4-8 weeks

Reebok warehouse

1-2 weeks or less

3-12 weeks
Retail DC

1 weeks
Retail outlets

consumers
 RED TAPE
Red Tape Brand Analysis

Parent Company Mirza International Limited

Category Footwear and Apparel

Sector Lifestyle and Retail

Tagline/ Slogan Fashion for your feet

Red Tape offers unmatched quality, skilled craftsmanship and

USP
trendy footwear
 STP
Red Tape STP

Segment People who want to look fashionable

All urban age groups who like fashion – Globally Young and
Target Group
Fashion Conscious Consumers in India

Positioning Red Tape is a Hi-fashion Lifestyle i.e. a premium lifestyle brand

 RED TAPE COMPETITION

Below are the top 10 Red Tape competitors:

1. Nike
2. Reebok
3. New Balance
4. Converse
Competitors 5. Puma
6. Adidas
7. Bata
8. Liberty Shoes
9. Metro Shoes
10. Woodland
 Our Branded Segment took Big Strides in FY 2017-18

•Share of Branded Revenue in Total Revenue increased to ~46% from ~35% in the
previous year.
•Domestic Revenue from Branded Footwear surged by 74% y-o-y to ` 290.36 crore.
•New brands Bond Street and extension in REDTAPE Athleisure contributed ~27% to
domestic branded footwear revenue, underlining their strong acceptance.

CORPORATE OVERVIEW
•Domestic Revenue from Branded Garments & Accessories surged by 73% y-o-y to `
99.62 crore.
•Total Domestic Revenue from Branded footware, garments and accessories surged
by 74% y-o-y to ` 389.98 crore.
•Launched our new brand ‘Mode’ for Women’s Shoes.
Types of REDTAP Average As on As on
Eexclusive area(sq.ft) March 31,2017 March 31,2018
business outlet
(EBO)
EBO- offline 500-700 140 149

EBO- offline-online 3000-4000 - 10

Total EBO 140 159

Channel-wise Sales in FY 2016-17 Sales in 2017-18 Growth percentage
domestic branded (₹ in crore) (₹ in Crore)
sales

EBO 100.20 136.39 36%

E- Commerce 44.69 125.66 281%

Wholesale 79.36 127.93 61%

(including modern
retail/MBO)

Total 224.25 389.98 74%