REEBOK

Outlet : 

Outlet Presented by: C haitanya Ku Bhoi

Slide 2: 

The entire population of the world wears shoes. Once the concept of wearing a pair of shoes was to protect the feet, but as time passed, it became style. A lifestyle is the person’s pattern of living in the world as expressed in activities, interests and opinions. Marketers have been searching for relationships between their products and lifestyle groups. In the case of the Indian population, it has much interaction among the young generation

COMPANY PROFILE : 

COMPANY PROFILE Founded in England in 1895 as J.W. Foster and Sons, a manufacturer of track shoes Renamed Reebok in 1958. North American distribution rights purchased by Paul Fireman in 1979. Fireman and a few investors bought the parent company in 1984.

Slide 4: 

This Reebok showroom is a speciality store and is a franchisee organization. The products are basically shoes , apparels, sports equipment, health products etc. The horizon of products is very limited, that is, there are only a few types of product. According to the need of customers, specialty store sare further divided into single-line stores, limited-line stores and super- speciality stores TYPES OF RETAILERS

Slide 5: 

Narrow product line with a deep assortment , such as apparel stores, sporting goods stores, furniture stores , florists, and bookstores. A clothing store would be a single line store, an men’s clothing store would be a limited line store would be super specialty store . Examples: Athlete’s Foot, Tall Men, The limited, and the body Shop. Specialty Store: Franchise Organization : Contractual association between a franchiser (manufacturer, wholesalers, service organization)and franchisees (independent business people who buy the right to own and operate one or more units in the franchise system). Franchising has been prominent in dozens of product and service areas. Examples: McDonald’s, Subway, Pizza Hut, Jiffy Lube, 7- eleven

product: 

product The product line of a Reebok retail outlet generally consists of sports accessories. The product line is divided into four sections: Shoes Apparels Sports equipment Exercising / health products

Slide 7: 

1 ) Shoes Reeboks specialty is their shoes. They vary from shoes for every day use to professional footwear. The outlet has around 4000 different types of shoes. The outlet also sells floaters and sandals which have gained a tremendous amount of popularity among the youth. 2 ) Apparels These include T-Shirts & shirts, track suits, shorts, socks& caps which a quiet popular among teenagers , sportsmen and professionals. 3) Sports Equipment Sport equipment includes like Cricket bats & balls, Tennis balls and gymnastic equipment. 4 ) Exercising / Health Products It also sells exercising / health products like dumbles &weights, skipping ropes etc. Recently Reebok has launched its Iverson Collection .

PRODUCT IMAGE: 

PRODUCT IMAGE Identity and image needs to be distinguished. Identity comprises the ways that a company aims to identify or position itself or its product. The Reebok symbol represents Vector – an animal similar to the Cheetah which runs very fast.

ORGANISATION STRUCTURE: 

ORGANISATION STRUCTURE MANAGER (Top level management) SALES REPRESENTATIVES (Middle Level Management) SECURITY GUARD (Low Level Management)

Advertising & Marketing : 

Advertising & Marketing Advertisers spend huge amount of money on advertising. In fact, the total estimated expenditure on advertising in Indian the year 2000 is projected to make the full contribution to sales and profit. Reebok, the U.S. Company, has been advertising and marketing since its inception. Reebok undergoes a tremendous amount of advertising through television, video, newspapers and magazines etc. Thus, the company itself promotes the various outlets. Reebok uses many cricketers like Rahul Dravid , Yuvraj Singh , Dinesh Mongia for its advertisements in TV, Newspapers, magazines, and video etc

Slide 11: 

In the case of the retail outlet The retail outlet itself also does advertising which is mainly done through hoardings, boards and local newspapers.

MARKETING MIX: 

MARKETING MIX Marketing mix is the set or marketing tools that firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product, price, place , and promotion

The Four P components of the Market Mix: 

The Four P components of the Market Mix Marketing Mix Product Price Promotion Place TARGET Market Channels Coverage Assortments Locations Inventory Transport Promotion Advertising Sales Force Public Relations Direct Marketing List Price Discounts Allowances Payment Period Credit Terms Product Variety Quality Design Features Brand Name Packaging Sizes Services Warranties Returns

buyer’s point of view: 

buyer’s point of view From a buyer’s point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs. Four Ps Four Cs Product  Customer solution Price Customer cost Place Convenience Promotion Communication Winning companies will be those who can meet customer needs economically and conveniently and with effective communication . The marketing mix of Reebok has a focused market. It also has been campaigning on the product, price, promotion and place.

Swot Analysis : 

Swot Analysis Reebok’s name has excellent branding and a high quality image. People buy Reebok because its quality and reliability. It has an excellent service network. This enables the outlet to stay ahead of competition, both in terms of quality and pricing by ensuring timely supply of each and every item needed in the showroom. Teenagers and the young generation are crazy about this product. Reebok has its factory situated in Bijwasan, N.Delhi . This helps to cut down the cost of production, which in turn reduces the price of the products, as the company doesn’t have to import their products from outside. Strength

Slide 16: 

It faces a lot of competition like Nike, Power, Phoenix etc . In some places it has not been able to compete with the Indian sports shoe manufactures because of it’s high prices. Its high prices have limited their range of customers . Reebok caters to only the higher middle class and top class of the society. Weaknesses

Slide 17: 

The fickle and design. This is because of the conscious nature of the target market of young teenagers and adults who like to buy the latest fashions. Moving from the specialist sports shoe market to the young and adult market. New and innovative sports shoe designs. Opportunity

Slide 18: 

The biggest threat is the popularity of other manufactures. Reebok has to increase its popularity on a regular basis. Threat

BUYING & SELLING POLICY : 

BUYING & SELLING POLICY The Buying and Selling policy of this Reebok showroom to be very simple. However, it would be better to know some of the sales models used by various companies. Following are the four models: Models Markov-process model: This model shows the probability of moving from a current state to any future state. Example: A branded packaged-goods manufacturer can determine the period to period switching and staying rates for her brand and, if the probabilities are stable, the brand’s ultimate brand share.

Slide 20: 

This model shows the waiting times and queue lengths that can be expected in any system, given the arrival and service times and the number of service channels. Example: Supermarkets can use the model top queue lengths at different times of the day given the number of service channels and service speed Queuing model:

Slide 21: 

New-product pretest models: This model involves estimating functional relations between buyer states of awareness, trial, and repurchase based on consumer preferences and actions in a pretest situation of the marketing offer and campaign. Among the well-known models are ASSESSOR, COMP, DEMON, NEWS, and SPRINTER .

Slide 22: 

Sales-response models: This is a set of models that estimate functional relations between one or more marketing variables—such as sales force size, advertising expenditure, sales-promotion expenditure,

Promotion: 

Promotion Promotion includes all the activities the company undertakes to communicate and promote its products to the target market. Reebok hit back with its own design, the Reebok Pump shoe, but it was forced to use Shaquille O’Neal, a major basketball star but second to Michael Jordan. For example, in 1995 Nike invested almost US$1 billion in sports marketing compared with Reebok’s spending at around US$400 million. This investment in sports marketing was much higher than previous sums.

ACHIEVEMENTS: 

ACHIEVEMENTS Since the history of this retail outlet is very small, its major achievement is attracting almost all type of customers is such a short time. Another achievement of this outlet is that customers come to this outlet not only to buy shoes but apparels and other sports accessories. Customers of South Extension now know that they will be satisfied if they buy from this outlet as they can buy original Reebok products. More over , the customer can try out whatever he buys. Thus the outlet has achieved a good name in the market. As a retail outlet :

Slide 25: 

Then along came competition in the form of a new sports shoe manufacturer, Reebok. From a start-up company in 1981, Reebok went into battle against Nike under its founder and chief executive, Paul Fireman . Reebok launched a strong and well-designed range of sports shoes with great success. By the mid-1980s, Reebok had equaled Nike’s annual sales in a competitive battle. In1987, Reebok was clear market leader with sales of US$991million and a market share of 30 percent, compared with Nike sales of US$597 million and a share of 18 percent. As a company:

THANK YOU: 

THANK YOU