The sports brand Reebok operates in a highly competitive market. Although the number of competitors is limited (Nike, Adidas and s few other national brands), the battle rages on, especially in terms of marketing communication. Each brand is vying to get the best picture and have the greatest impact on consumers. There is a strong link between brand perception and the market share achieved by the brand.
On this basis, it can be said that Reebok is well positioned on the North American market but lags behind other markets (cf. Figure 1).
At the launch of Europe's Planet Reebok, the brand will face a disunited European market. The brand is positioned differently depending on the country (See: Figure 2: No. 1 in Britain, No. 3 in Germany).Although the concept of this international campaign worked very well in the U.S., the European launch requires critical choices in terms of image and the right way to market their communication. (This differs depending on the country and the target culture.)
Even though the Planet Reebok advertising campaign in the U.S. was successful, it may not be in Europe due to several reasons that are specific to the continent:
o The advertisement that has been issued is too complex for the European eye.
o Planet Reebok commercials carry a different message than that which is intended by the brand.
o The brand perception by Europeans at the launch of Planet Reebok is totally different from the values of Planet Reebok.
o The relevance of the ad campaign of Planet Reebok is also challenged by the diversity of consumer behavior in Europe itself -
In France, the emphasis on performance is frowned upon.
In Germany, the next team sport and the technicality of the product are emphasized.
In the UK, this should be looked at as the next "casual" footwear.
Tags: Planet Reebok advertisements, advertising in the European market, adaptation of Planet Reebok for the European market
[...] • Reebok has the means to • Reebok is not interested invest heavily in advertising enough in the ‘casual sports' "head to head" against Nike. sector even though this sector is • The ads for the U.S. growing steadily market seem to have had an • Tests and investigations impact on the American consumers made it clear that Reebok products are largely unknown in Europe. • Planet Reebok is a Internal organization: global campaign with a message • Reebok's headquarters does that provides an intellectual not exercise sufficient control over dimension to sport. [...]
[...] France An idea of machismo and violence is the first thing that emerges from the Planet Reebok campaign, yet if one focuses on the objectives of the concept (Exhibit Planet Reebok is supposed convey an concept of equality i.e. a world where there people respect one another and society is more equal. The French respondents also criticized the individualism that emerges from the campaign. This can be explained by the cultural differences between France and the United States. What is perceived in the latter country as the ‘American Way of Life', the determination to excel, to go it alone etc. [...]
[...] A European spot explaining the concept Planet Reebok Following the study conducted on samples of European consumers, it is necessary to adapt the commercial that has been previously used for the U.S. campaign in Europe. Planet Reebok‘s values are universal but the way they are interpreted differs. - To fight against the image that the followers of Planet Reebok are individualistic, we recommend that they include other sports. Football is the ultimate European sport and it would be interesting to these people who play the sport. - The French seem to denounce a macho image, the Germans and the British have a hard time identifying with the advertisements. [...]
[...] Main recommendations: First, ensure that the advertisements on the televisions in Europe are on a simple scale. These ads must have values that are common values to Europe as well as to Football. This European campaign must be accompanied by campaigns in different countries. These campaigns must blend into the culture of these countries and comply with consumer expectations. The second step (once the image of Planet Reebok well established) is to then build upon the advertisements to make them resemble the spots that are used for the U.S. [...]
[...] The communication campaigns (umbrella brand is present in 140 campaign) to promote the brand and countries. thereby reducing the need for the • Reebok has been rising advertising of specific products steadily in the international • The new logo is still very market since 1988 1 billion new and unfamiliar to the public in 1992 on the sneakers against Planet Reebok 180 million in 1988). • Tests that were conducted A dynamic and innovative before the launch of Planet Reebok strategy: did not show totally positive • A new technological results in Europe, particularly in direction given to the Graphlite France where it denounces a certain Footwear and Pump technology. [...]
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