The second school project about Reebok made in advertising class.

1. Reebok Fulfilling Potential
What is Reebok tomorrow?
Sung Yeon - Min Kyung - Laura Nyyssölä
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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 !
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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
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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?
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6. Reebok
What is Reebok tomorrow?
STRATEGIC PLANNING
2012: One year long plan
Marketing To increase customer loyalty
objective 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 1

8. Reebok
What is Reebok tomorrow?
IMC THEME
Relationship
communication
Reebok
Family
Sports Nature
Community
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9. Reebok
What is Reebok tomorrow?
RED CAMPAIGN - FAMILY
Women 20’s
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 beginning
of 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
daughter’s after a
walking wonderful
shoes for a date
walk

11. She sees a memo from
her mother on her
Reebok 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
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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
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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

19. Reebok
What is Reebok tomorrow?
YELLOW CAMPAIGN - COMMUNITY
© 2011 dot2dot – connecting your ideas into 1

20. 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 – connecting your ideas into 1

21. 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 1

22. http://www.youtube.com/watch?v=yTflUxeNbC0