Reebok Case
Essay Preview: Reebok Case
Report this essay
Objective
Before 1987
Communication Objectives
Make Reebok as visible as possible
– Invest on all kinds of promotional
tools, such as AD, PR, SP, and
sponsorship
Increase brand awareness
– great attention on advertising
Shape strong brand image
– Paid star athletes to wear Reebok
– Provide potential star free shoes and
clothing
Create positive brand association
– Funded research on injury prevention
– Put Reebok shoes on the feet of TV
aerobics instructors (instructors choice
is more trustworthy)
Create professional image
Reebok is worn by athletes and instructors
Create consumer positive brand attitude toward Reebok
– continuous sponsorship
Keep Reebok brand exciting
– Five TV ads each sold a different sports
Reinforce its brand position in consumers minds
– Four themes: performance, new
technology, “classic” styling, and
fashion
Reinforce Message Delivery
– used “real people” instead of star
athletes (as research showed: purchases
decision were more influenced by
friends/ relative than star athletes)
Reposition itself into more fashionable image
– 70% of tennis category expenditure
was allocated to lifestyle/fashion-
oriented ads
Rekindle the vitality of Reebok name – umbrella advertising: freedom of
expression
Excite Reebok brand dealers
– Olympic advertising
New performance feature introduction
– Energy Return System
Response to competitor
– The Revolution is Over
Sales Promotion Objectives
Increase sales, brand awareness and market share
– Discount for aerobics instructors
Communicated with its consumers through point-of-sale pieces and merchandising promotions in retail store
Increase sales, brand awareness and market share
– Discount for aerobics instructors
– promotional events
( Reebok teaching Pro classic, Aerobic Instructor Alliance, Reebok Racing Club)
Increase sales, brand awareness and market share
Discount for aerobics instructors
Reaching 40% share of the US tennis shoe market
– Adds in Rolling stone magazine
( New target market segment : 18-49 years old – tennis shoes, 12-24 years old – basketball shoes )
Sponsorship Objectives
Make Reebok seen by its target market in every possible occasion
– Paid star athletes to wear Reebok
– Provide potential star free shoes and
clothing
– Funded research on injury prevention
– Put Reebok shoes on the feet of TV
aerobics instructors
Reinforce consumer brand attitude
sponsorships of tennis tournaments for juniors and celebrities, the Reebok Teaching Pro Classic for tennis professionals, the Reebok Professional Aerobics Instructor Alliance, and the Reebok Racing Club
Transfer endorsers halo into Reebok brand (borrow consumers positive attitude of endorsers from endorsers)
-Star athletes as shoe endorsers
Maintain Reebok tennis shoes credibility in the world of tennis
athlete endorsements and local/national tournament sponsorship (75% of the tennis category expenditures)
Spread good will to communities
Renovating basketball court in low income area
Build positive attitude in local communities
– Local basketball tournaments.
1. Are the communication objectives, sales promotion objective, and sponsorship objectives consistent? Why or why not?
Reeboks objective analysis
Yes, Reeboks communication objectives, sales promotion objective, and sponsorship objectives are consistent. All these three marketing tools have to be consistent and work well together in order for Reebok to be successful.
Generally speaking, the Reeboks main objectives are to increase the brand awareness, shape its brand personality, increase sales, increase market share and make Reebok brand as visible as possible. Following are some evidence of their consistency:
Increase