According to it's knowledge, we may say that Reebok has an important asset; Paul Fireman, who has followed the sociological movements and adjusted its business strategy. Reebok has understood the need for sport and fitness shoes and also that design and quality are both crucial points. The brand diffused and targets their vision on the 'Top Runner' in the athletic market. In addition, Reebok needed to find the way to develop their international customers. In 1982, Reebok had predicted a new successful market; the women sport design trend and the Aerobic dance movement. Here, Reebok had found the trend image to promote it's shoes. Indeed, growth and the need to exceed frontiers at this stage was crucial to face new movements, new diffusion ways and new generations. Reebok realized that traditional marketing did not have the same impact; new marketing techniques had to be used. In the mature market (US/EU), Reebok believes that the lifestyle brand is able to gain market shares.
[...] Reebok has to put on its strategies on a new potential buyer. What target could Reebok chose? The company can't choose skateboarders because this segment is surrounded by old and famous brands. The hip-hop fashions have started decreasing in its growth rate as today there are newer ways to express your mind. That is why the current fashion trends become unfashionable quickly. Today, potential customers spend more time on Internet than spending time on outdoor sports . They consume fast food, drink beer, watch football, play video game, and hate to home. [...]
[...] Hip Hop artists have a particular style like baggy jeans, baseball caps, gaudy gold necklaces and above all expensive sneakers so, this is a good opportunity for Reebok to use this as a means to promote their products. They have a lot of influence with urban young men, for example, Pharrell Williams, a famous producer and singer downs a lot of these clothes in style. Try looking at the video featuring Britney Spears, and you'll see the usage of these sneakers in the video. [...]
[...] Analysis of the market (external) Our objective is to know how Reebok could enhance its relationships with young customers and how the company could reach them through promotions, our aim is to answer these questions. We are going to analyze the tendencies of the market and external forces which acts on this market and use the five Forces of porter The market: analysis of the competitive environment The market of global athletic footwear and apparel manufacturers is Mature. It is composed of 2 activities: Athletic footwear Casual clothes A competitive market The main traditional competitors are Worldwide Market Shares U.S Market Shares Threat of new entrants, new rivals New rivals like High-end fashion houses such as Chanel, Prada, Hermes etc have introduced their own versions of sneakers. [...]
[...] The most difficult is to put the right product at the right place. Reebok has to remember that these new products are not designed for the athletic use but for fashion and domestic use. Shoes are a key factor of the consumer's image 3. Promotion The path of a new relationship with urban male consumer worldwide needs a new kind of promotion to be effective and to get closer to them. The motto of Reebok for Geek is: natural, authentic, honest, and different”. Reebok needs to rethink [...]
[...] Again if we look back we can see in 2003 Reebok launched one of the most popular viral marketing campaigns ever to be aired in the history of internet, “Terry Tate, Office linebacker The aim of this online video is to create a buzz in the market and also creating the product popular through humor and making consumer laugh and have hysterical fun, and above all to create massive promotion Now rebook have to create another massive promotion with new ideas to target geeks to buy the product designed for them. [...]
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