Analysis of Reebok

1653 WordsOct 21, 20137 Pages
COMPANY SUMMARY REEBOK: Once, an independently owned athletic wear company, now a subsidiary of the German company Adidas in 2001. Reebok has been a long running brand in many sporting arenas and is marked as one of the US’s top makers of athletic shoes and apparel. Reebok, has over 200 retail stores internationally, and has sports licensees for a variety of domestic leagues and international leagues. Since, the 1980’s Reebok has sparked the fitness and aerobics craze and continues, to promote with their brand that fitness is a lifestyle. A&G Advertising: Allen and Gerristen, operates as an independent advertising agency. This agency is unique because it specializes in combing technology, creative, media, and analytics to create a variety of digital, experimental and traditional marketing and promotional campaigns for its clients. For the most part, A&G serves business to business clients in areas such as retail, restaurants technology, finance, entertainment, non-profit and healthcare. PART 1 MARKET SEGMENTATION AND CUSTOMER MOTIVATIONS REEBOK: The earliest years of Reebok, the main focus of the brand was for athletes looking for quality sportswear that served functionality. Reebok was for the athlete who wanted to do better and be better than who they already are, unlike their competitors NIKE who focus primarily on team like sports. Since, the acquisition of the company in 2001 from Adidas, Reebok has since changed its position in the market place for two reasons. 1 not to cannibalize and take away market share from its partner company adidas and two, Reebok is not focusing on “athletes” but more living a fitness lifestyle and how fitness is incorporated in all aspects of life. Reebok’s target market is of the age of 25-30 years old, who are involved in three or more physical activities such as spinning, cross-fit, walking ect, and is dual

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