1. Reebok Fulfilling PotentialWhat is Reebok tomorrow?Sung Yeon
- Min Kyung - Laura Nyyssl 2011 dot2dot connecting your ideas into
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2. Reebok What is Reebok tomorrow?CONTENTS 1. Situational
analysis 2. Current problems 3. Focus Group Interview 4. Strategic
Planning 5. IMC Theme 6. Campaigns x3 7. Media Budget 8. Effect
Measure 9. Video 2011 dot2dot connecting your ideas into 1
3. Reebok What is Reebok tomorrow?SITUATIONAL ANALYSIS Where is
Reebok situated currently? Fulfilling potential Courage to
challenge convention Celebrating individuality Having FUN ! 2011
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4. Reebok What is Reebok tomorrow?CURRENT PROBLEMS &
IMPROVEMENT SUGGESTIONS Exaggerated advertisements A more natural
approach Controversial and confusing Stay with Reebok product names
The current consumer segment Can be made stronger, is good BUT
improve customer loyalty Can be broadened, find new market segments
Forecasting the future trends Love: The RED campaign Ecofriendly:
The GREEN campaign Community: The YELLOW campaign 2011 dot2dot
connecting your ideas into 1
5. Reebok What is Reebok tomorrow?FOCUS GROUP INTERVIEW
Effective. Really I can walk everyday comfortable walking
Comfortable but hot. with Easytone. Diet shoes. (Reetone) Bottom is
slippery. effect. (Reetone) - Female, 30 4 cm height (Reetone) -
Female, 27 - Female, 24 effect, light, activity, looks good with
jeans. (Zightech) - Male, 23 Red color is cute, 76 sensors are
really Hot pink color is cute. comfortable, flexible Like the
zigzag . (Realflex) shape, cushion, soft and - Female, 25 relaxed.
(Zightech) - Female, 21 What is good/bad about Reebok? Why did you
choose Reebok? 2011 dot2dot connecting your ideas into 1
6. Reebok What is Reebok tomorrow? STRATEGIC PLANNING 2012: One
year long planMarketing To increase customer loyaltyobjective To
penetrate new market segments Showing a true and trustworthy image
of Reebok Building long-term relationships Strategies Showing we
care, sustainability Remaining fun and individual! Tactics
Campaigns x3 targeted at different segments 2011 dot2dot connecting
your ideas into 1
7. Reebok What is Reebok tomorrow?IMC THEME Be in a
relationship Be in a relationship Be in a relationship
RELATIONSHIP: make a relationship with the nature, with your
family, with the community Relationships are important in Korea,
Asia! Reebok: the consumer is in a relationship with the
brand/company Consumer: He/She is in a relationship with
nature/family/community through the brand What does it mean to be
in a relationship? Colorful marketing? - To care for something RED
(April-May) : in a relationship with family - To love something
GREEN (June-August) : in a relationship with nature - To respect
something YELLOW (October-December): in a relationship with - To
have fun together the community - To do things together - Every
relationship is unique 2011 dot2dot connecting your ideas into
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8. Reebok What is Reebok tomorrow?IMC THEME Relationship
communication Reebok Family Sports Nature Community 2011 dot2dot
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9. Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY Women
20s TV, magazine, OOH Feel; emotion New: women 30-40 Love Family
month (May) Right exercise Feet support your entire body Prevents
joint inflammation (knees) .. Head, shoulders, knees and toes
lalalaaa Promotion: Bring your mother (with red clothes) and get
30% discount
10. Once upon a time somewhere in the beautiful land of South
Korea at the beginningof May 2012 Daughter is Her going out mother,
who on a date suffers from with her joint boyfriend inflammation,
notices the shoes her daughter left in the corridor Mother Daughter
tries on comes back daughters after a walking wonderful shoes for a
date walk
11. She sees a memo fromher mother on herReebok shoes
Immediately she decides to order her mother a new pair of Reebok
walking shoes for the upcoming parents day
12. The next day Delivery Daughter man rings hears the the bell
doorbell from the delivery and opens the door Shoes are Finally
delivered daughter is able to give her mother a pair of new walking
shoes from Reebok!
13. Mother is delighted for the present and they have a happy
time together!A couple hours later in the amazing world of social
networking services Daughters friend (Daughter2) reads about the
happy story and I should buy comes up with Reebok shoes an idea for
my mom also!
14. Reebok What is Reebok tomorrow?RED CAMPAIGN - FAMILY 2011
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15. Reebok What is Reebok tomorrow?GREEN CAMPAIGN - NATURE
Newspaper, magazines All generations Act; behavior , OOH
Ecofriendly Care about the nature Sustainability and environmental
issues Promoting the natural movement of the foot Recycled shoe
boxes and materials in the shoe Marathon in unique but natural
environments 2011 dot2dot connecting your ideas into 1
16. Reebok What is Reebok tomorrow?GREEN CAMPAIGN - NATURE 2011
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17. Reebok What is Reebok tomorrow?YELLOW CAMPAIGN - COMMUNITY
Younger generations Internet, Social media Connect; association
20-30 Community & Friendship Having fun Providing balance and
energy efficiency Club party sponsored by Reebok! Come in with
Reebok sneakers, get in free + free drinks Come in with high heels
(not recommended), pay entrance fee A winning(lucky) number for
everyone, prize Reebok sneakers Famous DJs 2011 dot2dot connecting
your ideas into 1
18. Reebok What is Reebok tomorrow?YELLOW CAMPAIGN - COMMUNITY
2011 dot2dot connecting your ideas into 1
19. Reebok What is Reebok tomorrow?MARKETING BUDGET IMC theme
video Airing : 3 hundred million per month (for all areas) RED Bus
: unit cost per month is 5~600,000 won Subway : unit cost per month
is 2~6million (screen door) SA time TV commercial 30 million won
Consumer created content save costs!! Production 10 million GREEN
Arranging a marathon : 10 million won Newspaper advertising :
publication cost is 37million OOH advertising : 15 million Recycled
shoe boxes : 3 million won YELLOW Party 40 million won 2011 dot2dot
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20. Reebok What is Reebok tomorrow?EFFECT MEASURE Increase in
sales Number of people visiting the stores Survey after purchasing
shoes (get discount) Increase of market share compared to previous
year The increased number of Facebook fans and users on brand page
Visitors on Reebok homepage 2011 dot2dot connecting your ideas into
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