How Should Reebok Get Its Market Share Back?
How should Reebok get its market share back?
Introduction
Reebok International Ltd. is a distributor of sports, fitness, and lifestyle products, and its main products are athlete shoes. Reebok footwear and apparel have been an international brand since 1984. In 2003, its worldwide sales were about $3.5 billion. It is a number two brand in the athletic shoe market in U.S., however, the industry in growth rate is decreasing (Zerio 2005). In this paper, I would like to present the best way for Reebok to market their products in such industry situation.
The Problem Statement
Considering the changing urban culture and the athletic shoes market, determine the best way for Reebok to approach the marketing of its products to the urban market and worldwide.
Summary on the Situation
Reebok
Reebok offers three other brands besides its sportswear and accessories line; Greg Norman (men’s casual wear), Rockport (walking and casual shoes), and Ralph Lauren and Polo (dress and athletic shoes). Reebok has more than 205 retail stores and sponsors sports stars such as Allen Iverson (a NBA basketball player) and Venus Williams (a tennis player) (Zerio 2005). Reebok has a long-term long-term strategic partnership with the National Basketball Association under which Reebok designs, manufactures, sells and markets licensed merchandise for the NBA, the Women’s National Basketball Association (WNBA) and the National Basketball Development League (NBDL), the NBA’s minor league (Reebok International n.d.). In 2002, Reebok launched a new collection, RbK, which was street-inspired footwear and accessories designed for young urban consumers who sought to communicate their individuality through cool, edgy, and authentic lifestyle products (Zerio 2005). Reebok rolled-out an integrated marketing campaign that fused together sports, music, technology and entertainment, and was designed to connect the Reebok Brand to millions of new consumers around the world (Reebok International
Introduction
Reebok International Ltd. is a distributor of sports, fitness, and lifestyle products, and its main products are athlete shoes. Reebok footwear and apparel have been an international brand since 1984. In 2003, its worldwide sales were about $3.5 billion. It is a number two brand in the athletic shoe market in U.S., however, the industry in growth rate is decreasing (Zerio 2005). In this paper, I would like to present the best way for Reebok to market their products in such industry situation.
The Problem Statement
Considering the changing urban culture and the athletic shoes market, determine the best way for Reebok to approach the marketing of its products to the urban market and worldwide.
Summary on the Situation
Reebok
Reebok offers three other brands besides its sportswear and accessories line; Greg Norman (men’s casual wear), Rockport (walking and casual shoes), and Ralph Lauren and Polo (dress and athletic shoes). Reebok has more than 205 retail stores and sponsors sports stars such as Allen Iverson (a NBA basketball player) and Venus Williams (a tennis player) (Zerio 2005). Reebok has a long-term long-term strategic partnership with the National Basketball Association under which Reebok designs, manufactures, sells and markets licensed merchandise for the NBA, the Women’s National Basketball Association (WNBA) and the National Basketball Development League (NBDL), the NBA’s minor league (Reebok International n.d.). In 2002, Reebok launched a new collection, RbK, which was street-inspired footwear and accessories designed for young urban consumers who sought to communicate their individuality through cool, edgy, and authentic lifestyle products (Zerio 2005). Reebok rolled-out an integrated marketing campaign that fused together sports, music, technology and entertainment, and was designed to connect the Reebok Brand to millions of new consumers around the world (Reebok International