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REEBOK

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COMPANY PROFILE
 F o u n d e d i n E n g l a n d i n 1 8 9 5 a s J . W. F o s t e r a n d
S o n s , a m a n u f a c t u r e r o f t r a c k s h o e s
 R e n a m e R e e b o k i n 1 9 5 8 .
 N o r t h A m e r i c a n d i s t r i b u t i o n r i g h t s p u r c h a s e d b y
P a u l F i r e m a n i n 1 9 7 9 .
 F i r e m a n a n d f e w i n v e s t o r s b o u g h t t h e p a r e t
c o m p a n y.
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VISION STATEMENT
“Continue to bring inspiration to present and future athletes, while
maintaining the company's standard of quality of its products.”
MISSION STATEMENT
“At Reebok, we see the world a little differently and throughout
artists history have made up mark when we’ve had a courage to
challenge convention. Reebok creates product and marketing
program that reflects the brands unlimited creative potential.”
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REEBOK HISTORY
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1890-1930 1950-1980
• J.W. Foster and Spikes of Fire
• In the 1890s, Joseph William Foster made
some of the first known running shoes with the
spikes in them.
• A Gazelle named Reebok, A company on the
move
• In 1958, two of the founder’s grandson started
a companion company that came to be known
as Reebok, named for an African gazelle.

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1980’s 1990’s
• By 1981 Reebok’s sale exceeded $1.5 million.
• In 1986, Reebok made its first strategic
acquisition, the Rockport company.
• Reebok began a transition from company
identified principally with fitness and exercise
to one equal involved in sports.

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2000-10
• R e e b o k a n d t h e N a t i o n a l F o o t b a l l L e a g u e a n n o u n c e d
a n e x c l u s i v e p a r t n e r s h i p t h a t s e r v e s a s a f o u n d a t i o n
o f t h e N F L ' s c o n s u m e r p r o d u c t b u s i n e s s .
• R e e b o k f o r m e d a l o n g - t e r m s t r a t e g i c p a r t n e r s h i p wi t h
t h e N a t i o n a l B a s k e t b a l l A s s o c i a t i o n .
• R e e b o k l a u n c h e d R B K h o c k e y a n d y o u a n i n n o v a t i v e
l i n e o f u l t r a - h i g h p e r f o r m a n c e h o c k e y e q u i p m e n t .
• I n J a n u a r y 2 0 0 6 , a d i d a s - s a l o m o n a n d A G r e q u i r e d
R e e b o k , f o r e v e r a l t e r i n g t h e wo r l d w i d e s p o r t i n g
g o o d s i n d u s t r y l a n d s c a p e .
• R e e b o k l a u n c h e d Z i g Te c h d e s i g n t o c o n s e r v e a n d
r e t u r n e n e r g y t o t h e a t h l e t e f o r a s o f t a n d s p r i n g y
r i d e .
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2011-12
• I n 2 0 11 , R e e b o k f o r m e d a l o n g - t e r m a l l i a n c e
wi t h o n e o f t h e b i g g e s t f i t n e s s m o m e n t s o f o u r
t i m e , C r o s s F i t .
• R e e b o k a l s o a n n o u n c e d i t s l o n g - t e r m
p a r t n e r s h i p wi t h p r o d u c e r a r t i s t a n d d e s i g n e r
S wi z z B e a t z .
• R e e b o k a l s o l a u n c h e d R e a l F l e x .
• R e e b o k I n d i a ' s e x - M D , C O O B h a g a t g o t
a r r e s t e d f o r f r a u d .
• I n t h e n e ws - R e e b o k H i r e s L a n c a s t e r M B A s To
Wo r k O n N e w B r a n d i n g S t r a t e g y.
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PRODUCT LINE
• T h e p r o d u c t l i n e o f a R e e b o k r e t a i l o u t l e t
g e n e r a l l y c o n s i s t s o f s p o r t s a c c e s s o r i e s . T h e
p r o d u c t l i n e i s d i v i d e d i n t o 4 s e c t i o n s :
1 . S h o e s
2 . A p p a r e l s
3 . S p o r t s e q u i p m e n t
4 . E x e r c i s i n g / h e a l t h p r o d u c t
5 . P e r s i n a l g r o o m i n g
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1 . S h o e s
• R e e b o k ' s s p e c i a l t y i s t h e i r s h o e s . T h e y v a r y
f r o m s h o e s f o r e v e r y d a y u s e t o p r o f e s s i o n a l
f o o t we a r. T h e o u t l e t h a s a r o u n d 4 0 0 0 d i ff e r e n t
t y p e s o f s h o e s . T h e o u t l e t a l s o s e l l s f l o a t e r s
a n d s a n d a l s wh i c h h a v e g a i n e d a t r e m e n d o u s
a m o u n t o f p o p u l a r i t y a m o n g t h e y o u t h .
2 . A p p a r e l s
• T h e s e i n c l u d e T- s h i r t s a n d s h i r t s , t r a c k s u i t s ,
s h o r t s , s o c k s a n d c a p s wh i c h a r e q u i t e p o p u l a r
a m o n g t e e n a g e r s , s p o r t s m e n a n d
p r o f e s s i o n a l s .
3 . S p o r t s E q u i p m e n t s
• S p o r t s e q u i p m e n t i n c l u d e s l i k e C r i c k e t b a t a n d
b a l l s , t e n n i s b a l l s a n d g y m n a s t i c e q u i p m e n t .
4 . E x e r c i s i n g / H e a l t h P r o d u c t s
• I t a l s o s e l l s e x e r c i s i n g h e a l t h p r o d u c t l i k e
d u m b b e l l s a n d we i g h t s , s k i p p i n g r o p e s e t c .
R e c e n t l y r e e b o k h a s l a u n c h e d i t I v e r s o n
C o l l e c t i o n .

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TYPES OF RETAILERS
• I s R e e b o k s h o wr o o m i s a s p e c i a l t y s t o r e a n d i s
a f r a n c h i s e e o r g a n i z a t i o n . T h e p r o d u c t s a r e
b a s i c a l l y s h o e s , a p p a r e l , s p o r t s e q u i p m e n t ,
h e a l t h p r o d u c t s e t c . T h e h o r i z o n o f p r o d u c t s i s
v e r y l i m i t e d t h a t i s , t h e r e a r e o n l y a f e w t y p e
o f p r o d u c t .
• A c c o r d i n g t o t h e n e e d s o f c u s t o m e r s , s p e c i a l t y
s t o r e s a r e f u r t h e r d i v i d e d i n t o
1 . S i n g l e - l i n e s t o r e s
2 . L i m i t e d - l i n e s t o r e s a n d
3 . s u p e r s p e c i a l i t y s t o r e s
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Specialty Store:
N a r r o w p r o d u c t l i n e wi t h p a r t y a s s o r t m e n t , s u c h
a s a p p a r e l s t o r e s , s p o r t i n g g o o d s s t o r e s ,
f u r n i t u r e s t o r e s , f l o r i s t s , a n d b o o k s t o r e s wo u l d
b e s u p e r s p e c i a l s t o r e c l o t h i n g s t o r e wo u l d b e a
s i n g l e l i n e s t o r e a n d m e n ' s c l o t h i n g s t o r e wo u l d
b e l i m i t e d l i n e s t o r e .

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Franchise Oraganization
C o n t r a c t u a l a s s o c i a t i o n b e t we e n a f r a n c h i s o r
( m a n u f a c t u r e r, wh o l e s a l e r s , s e r v i c e o r g a n i z a t i o n )
a n d f r a n c h i s e ( i n d e p e n d e n t b u s i n e s s p e o p l e wh o
b u y t h e r i g h t t o o wn e n d o p e r a t o n e o r m o r e u n i t s
i n t h e f r a n c h i s e s y s t e m ) . F r a n c h i s i n g h a s b e e n
p r o m i n e n t i n t e r m s o f p r o d u c t a n d s e r v i c e a r e a s .

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MARKETING MIX
• W i n n i n g c o m p a n i e s wi l l wi t h t h o s e wh o c a n
m e e t c u s t o m e r n e e d s e c o n o m i c a l l y a n d
c o n v e n i e n t l y a n d wi t h e ff e c t i v e c o m m u n i c a t i o n .
• T h e m a r k e t i n g f i x o f R e e b o k h a s a f o c u s e d
m a r k e t i t a l s o h a s b e e n c a m p a i g n i n g o n t h e
p r o d u c t , p r i c e , p r o m o t i o n a n d p l a c e .
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The four P components of
Market Mix
MARKETING MIX

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Promotion
• Promotion
• advertising
• sales force
• public relations
• direct marketing
Promotion includes all the activities
the company undertakes to
communicate and promote its product
to the target market.
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Product
• Product
• Variety
• Quality
• Design
• features
• brand name
• Packaging
• Sizes
• Services
• Warranties
• Returns 17

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Price
• List price
• Discounts
• Allowance
• Payment
• Period
• Credit
• Terms
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Place
• Channels
• Coverage
• Assortments
• Location
• Inventory
• Transport
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Product Image
• Identity and image needs to be
distinguished. Identity comprises
the ways that a company aims to
identify or position itself or its
products.
• The Reebok symbol represents
Vector-an animal similar do the
cheetah which runs very fast.
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Buyers point of view
• F r o m a b u y e r s p o i n t o f v i e w, e a c h m a r k e t i n g
t o o l i s d e s i g n e d t o d e l i v e r a c u s t o m e r b e n e f i t .
R o b e r t L a u t e r b o r n s u g g e s t e d t h a t t h e s e l l e r s ’
f o u r P s c o r r e s p o n d e n t t o c u s t o m e r ’s f o u r C s .
F o u r P s F o u r C s
P r o d u c t C u s t o m e r
P r i c e C o s t
P l a c e C o n v e n i n e n c e
P r o m o t i o n C o m m u n i c a t i o n
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R&D
• R & D t e a m a t R e e b o k c r e a t e f o o t we a r s , a p p a r e l
a n d h a r d wa r e wi t h t h e p r i m a r y f o c u s b e i n g o n
f i t n e s s a n d t r a i n i n g .
• A b o o k a d v a n c e c o n c e p t ( R A C ) t e a m , e n s u r e
s p e c i f i c c o n c e p t s c a n b e t a k e n r i g h t t h r o u g h
f r o m i n i t i a l i d e a t o p r o d u c t i o n .
• R e e b o k R & D a c t i v i t i e s a r e p r i m a r i l y l o c a t e d i n
C a n t o n / M a s s a c h u s e t t s , U S A , wi t h
c o l l a b o r a t i o n p a r t n e r a t a d v a n c e d d e v e l o p m e n t
c e n t e r s i n C h i n a a n d Vi e t n a m wh i c h f o c u s o n
n e w t e c h n o l o g y d e v e l o p m e n t s c u t t i n g a g e
m a t e r i a l s a n d t r e a t m e n t s a n d m a n u f a c t u r i n g
s o l u t i o n .

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SWOT Anallysis (Reebok
International LTD)

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Strength
• T h e f i r m c a n p r e d i c t t h e s h o e m a r k e t a n d c o m e
u p wi t h p r o d u c t s t h a t wi l l c r e a t e m a r k e t
• D i v e r s i f y i t s p r o d u c t i n t o c o m p e t i t i v e m a r k e t s
• N e w t e c h n o l o g y m a k e s t h e f i r m t o b e a b l e t o
m a k e b e t t e r s h o e s
• T h e t o p f i r m i n t h e s h o e i n d u s t r y
• U t i l i z e m a r k e t r e s e a r c h a n d d e v e l o p m e n t a n d
t r y t o f i n d o u t c o n s u m e r s p r e f e r e n c e
• A b l e t o e n t e r i n t o d i ff e r e n t m a r k e t s a n d t o g a i n
m a r k e t s h a r e f r o m i t

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weakness
• R e e b o k ' s c u r r e n t p o s i t i o n i n i n t h e a p p a r e l s t u d y
i s n o t s t r o n g .
• G o f o r t o o m a n y s e g m e n t s s o c o m p a n y c a n ' t
h a n d l e a l l o f t h e m we l l a n d i t m a y c a u s e c o m p a n y
l o s s i t m a r k e t i n t h e l o n g r u n .
• P u t t h e C o o p e r a t i o n o v e r s e a s m a y g e t c o m p a n y
p o t e n t i a l r i s k .
• T h e c o m p a n y ' s n o n - R e e b o k b r a n d f o o t we a r m a y
b e p o t e n t i a l c o m p e t i t o r f o r i t s e l f .
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Opportunities
• T h e m a r k e t i s b i g a n d t h e i n c r e a s i n g d e m a n d i s
e x p e c t e d
• P r o d u c e o v e r t h r e e wi l l h e l p c o m p a n y t o c u t
d o wn i t s c o s t s o n l a b o r a n d g e n e r a t e m o r e
m a r g i n o n i t s p r o d u c t s
• N e we r t e c h n o l o g y d e v e l o p m e n t o r i n n o v a t i o n s
c a n h e l p c o m p a n y t o g e t m o r e p r o f i t a n d m a r k e t
s h a r e o n i t s f u t u r e p r o d u c t s
• E x t e n d i t s d i s t r i b u t i o n n e t wo r k v i a i t s o wn
s u b s i d i a r i e s o r i n d i v i d u a l d i s t r i b u t o r s wi l l
i n c r e a s e r e b o o k s f u t u r e s a l e s

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Threats
• T h e i n d u s t r y i s c o n t r o l l e d b y F a d s a n d t h e
F a d s a r e n e a r l y n o t p r e d i c t a b l e
• R e e b o k f a c i n g s t r o n g c o m p e t i d o r e s i n c a s u a l
m a r k e t , a n d c o m p e t i t o r s p r o d u c t s a t t r e n d y,
f a s h i o n a b l e , a n d f l e s h y
• T h e c o m p a n y ' s o t h e r p r o d u c t l i n e s a l s o
c o n t i n u e t o c o n v e r t s t r o n g c o m p e t i t i o n

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Related facts
• 40 Main Footwear Factories in eight
countries
• 600 apparel factories in 29 countries
• 450 raw material suppliers
• Tr a n s p o r t a t i o n m o d e s i n c l u d e s h i p d r o p r a i l
a n d a i r
• 34 customer brokers
• Over 5,000 purchase orders placed each
month

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THANK YOU
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