Reebok&&&TARGET:&Promo0onal& Campaign&& … · Agenda • Reebok&ProductMarke0ng&& •...
Transcript of Reebok&&&TARGET:&Promo0onal& Campaign&& … · Agenda • Reebok&ProductMarke0ng&& •...
Reebok & TARGET: Promo0onal Campaign Maddalena Alecce Hermina Sobhraj Holly Timpson Kelly Conway
Introduc0on
• Our main objec0ve is to promote Reebok Fitness (CrossFit) at Target Retail Store.
Agenda
• Reebok Product Marke0ng • Target Marke0ng • Consumer Traits • Promo0onal Campaign Concept Statements (3)
• What WE recommend for YOU
Reebok Product Mktg I
• Marke0ng Objec0ve: To acquire new customers based on posi0oning Reebok as the go-‐to brand for fitness accessories.
• Target Market: Men and women, 18-‐29 who are physically ac0ve.
Reebok Product Mktg II
• Value Proposi0on & Posi0oning: Reebok is the premier fitness brand because consumers can trust in our products to get results.
Reebok Product Mktg III
• Past Sales Promo0on: – Easy Tone Shoes – Rebate & Coupons
• Strengths: – Increase web traffic – Increase awareness
• Weaknesses: – Not enough sales promo0on – Be]er alterna0ves
TARGET Mktg. I
• Mktg. Objec0ve: – Acquisi0on – Loyalty
• Target: – Prospec0ve & Current Customers – Females aged 25-‐54, married and educated, higher income level than shoppers at compe0ng stores, involved with mobile and online technology
PICTURE OF CURRENT CUSTOMER
TARGET Mktg. II
• Value Proposi0on: “Expect More, Pay Less”
• Communica0on Objec0ves – Differen0ate from the compe00on
– Increase consumer knowledge about Target
TARGET Mktg. III
• Strategies: – Encourage Loyalty – Train Employees – Integra0on – Marke0ng campaigns carried out through adver0sing and in-‐store signage.
TARGET Mktg. IV
• Conclusion: – Target’s marke0ng and IMC strategies are well-‐coordinated and integrated
– Successfully projects upscale brand image – Caters to higher-‐end target – Offers exclusive and innova0ve products
TARGET Sales Promo0on I
• Loyalty Program (Red Card) – Target Credit Card, Target Visa Credit Card, Target Visa Debit Card
• Use of Coupons • Circulars • “Mobile GigCard”
TARGET Sales Promo0on II
• Most frequently used techniques: – BOGO – Price Off – Coupons – “Daily Deals”
TARGET Sales Promo0on III
• Most frequent sales promo0on objec0ves: – Increase Transac0on Size – Increase Purchase Frequency – Increase Usage Occasions
• Most frequent sales promo0on targets: – Loyal users – Switchers – Price Buyers
TARGET Sales Promo0on IV • Most frequent sales promo0on desired results: – Reinforce behavior – Increase Consump0on – Change Purchase 0ming – Match value proposi0on requirements
TARGET Sales Promo0on V
• Conclusion: – Target wants more store traffic from their loyal users by rewarding them with 5% back on each purchase as well as a 5% off cer0ficate for every 5 scripts at the pharmacy
– “Daily Deals” lure price buyers and switchers
Consumer Traits
• Healthy and fit lifestyle
• Like to exercise in groups
• Enjoy fitness ac0vity versus aggressive and compe00ve
• Like variety
Consumer Traits II
• Buy shoes semi-‐annually • Apparel is usually an impulse purchase • Sales Promo0on Objec0ves: – Expand selling season – Increase purchase frequency – Generate trial – Increase transac0on size
Consumer Traits III
• Desired Results: – Consumers visit the store more ogen not only for shoes but for apparel.
• Techniques: – Rebates – Loyalty Programs
• Differences: Target considered a low cost store whereas Reebok Fitness is average price.
Concept Statement 1
For ac0ve young men and women, staying properly hydrated is important. Drinking plenty of water is just as important as the right balance of cardio,
strength training, and sensible diet. With a limited-‐edi0on reusable water bo]le
from Target and Reebok, fitness fana0cs can stay hydrated all day long! This special offer is for a very short 0me to celebrate the launch of Reebok fitness products at Target; so get your sneakers, get your
water, and start gelng fit today!
• SP Objec0ve: – Generate trial of the Reebok fitness line
• SP Target: – Loyal users – Switchers – Prospects
• SP Desired Result: – Consumers in the market for fitness products will be encouraged to choose Reebok Fitness (CrossFit) at Target.
• How it Works: – S0cker on tag of Reebok Fitness (CrossFit) product – Near-‐pack promo0on – Free limited edi0on water bo]le at 0me of purchase
• Enhancements: – TV and magazine adver0sing for Reebok fitness at Target
Concept Statement 2
For a limited 0me only, receive 15% off your purchase of any Reebok Fitness (CrossFit)
product when you use your Target RedCard. Reebok will also donate 2% of every purchase to
Ecotrust. This non profit organiza0on is dedicated to environmental well-‐being and supports
Reebok’s eco-‐friendly stance.
• SP Objec0ve: – Increase purchase frequency
• SP Targets – Loyals – Switchers
• SP Desired Results – Consumers who regularly shop at Target will be encouraged to purchase Reebok Fitness products more frequently.
• How It Works – In store banner near the product marke0ng the promo0on
– Promo0on will be found on the Target website under the RedCard tab
• Enhancements – TV & Magazine adver0sements – Target’s Weekly Ad Circular
Concept Statement 3
Warm weather is here and it is 0me to enjoy the outdoors and get fit! To help you get a head
start,Target will be offering coupons to take 10% off any Reebok purchase. Whether you want to feel be]er, perform be]er, or look be]er, you will find a wide selec0on of Reebok Fitness
merchandise to help you get to the next level.
• SP Objec0ve: – Increase transac0on size – Increase purchase frequency – Increase usage occasions
• SP Target – Price buyers – Switchers – Compe00ve loyals
• SP Desired Result: – Match value requirements of price buyers. – Switchers to switch to Reebok Fitness – Acquire compe00ve loyal as loyal consumers
• How it Works – Customers can keep an eye out for coupons in health magazines such as Men & Womens Health and Shape magazine.
– Coupons will be available on the Target website as well and can be redeemed at 0me of purchase.
• Enhancements: – TV and Magazine adver0sing
What WE Recommend
Near-‐Pack Water Bo]le Promo0on Why: • Upholds brand image • Supports eco-‐friendly trends • Consistent with lifestyle of target market • Strong incen0ve to purchase