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Reebok brand audit Essay

About Reebok
? Founded by: Joseph William Foster, 1890 in UK.

Sub Brands
Reebok EasyTone

•Toning and shaping

Reebok ZigTech

•training activities

Reebok RealFlex

•flexible movements

Reebok Classic Collections
2

Brand Owning Organization
? Subsidiary of Adidas Group since 2006
? Uli Becker – president of Reebok
? 8,000 employees
? 2010 – revenue of € 1,603 billion (19.3 % growth)

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Overview of Reebok
EasyTone
? 2007 – Run Easy & “There are two people in everyone” ? 2008 – “Your move”

? 2009 – EasyTone toning shoes
? New balance pod technology
? 28 % more effective toning of butt & 11 % more on leg
muscles
? 2011 – EasyTone tops & trousers

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Brand Value Proposition
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Functional benefits: Toning, shaping, Strengthening,
conditioning, flexibility.

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Distinctive emotional benefits: Comfortable,
enthusiastic, confident.

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The Values of this brand:

“Empowering”, “Individualistic”, “Innovative”.
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Brand Aura: Tone and shape your body to have healthy
fitness lifestyle.

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Brand Promise: Tone key muscles

5

Current Brand
Communication Audit
? Reebok 2012 campaign – Newer Ads featuring the

celebrities.
? Reebok EasyTone Official Website
? Mobile Applications
? Social Networking Website
? Posters, Online Marketing, TV Ads.,

6

Competitor & Substitute
Analysis
? Main category competitors:
? Adidas 33 % market share
? Nike 28 % market share
? Umbro 9 % market share

? Indirect competitors:
? Kappa

? Puma
? Asics

? Substitutes:
? Regular sneakers
7

PEST Analysis
? Political trends:
? UK Government supports the footwear industry
? London 2012 Olympic Games & Paralympic Games
? Outdoor learning in schools

? Economic trends:
? Big impact on

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the footwear industry
? Financial crisis in 2008 – decrease of 8 % in sales
? Consumers are more cautious about spending money
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? Social trends:
? Healthy lifestyle is trendy – rise in fitness memberships in UK
? The sport sector will grow during the next 10 years
? Obesity among children in UK – 31 % of children are
overweight
? Technological trends:
? New technology ?
? Going to be more into fitness – toning – activating
muscles – drive muscle development

9

Category Audit

? Growth/decline of the Industry:

? In the last two years Reebok has been experiencing positive outcome with

regards to sale.
? Since Easytone’s release, Reebok gained 6% of the market share in 2009. ? Introduction of sub-category products.

? Future prospects:
? The product’s involvement in the 2012 Olympic Games and Paralympic

Games.
? Change in consumer purchase pattern due the unstable economic situation in U.K.
? Commercialise Easytone as a gym wear shoe and not merely a walking fit shoe.

? New Sub-categories:
? “Grow as a brand.”
? Introduce Easytone gym equipment and fitness videos.
10

SWOT Analysis
Strengths
– Well established sub-brand in spite of their –

recent entry into the UK market.
– Attractive campaigns which appeals to their
target segment.
– Continuous growth of sales since its launch

Opportunities

Weaknesses
EasyTone category is not as well established
in the men ‘s segment as it is in the
women’s.
Failed to keep its brand promise which
resulted in law suits filed by consumers.
This may affect the customers’ trust and
loyalty.

Threats

Expand the product category to men and -Possible new entrants/competitors. other age categories (kids).
-Consumers may feel the technology Reebok
Can help reduce obesity among children
EasyTone uses is not working after the Court
Growth of the sport’s industry
declared the brand has not kept its promise.

11

Conclusion
– Fitness & training are the backbone of Reebok EasyTone’s positioning.

– Impressive launch of the product through provocative and creative marketing tactics.
– But They failed to keep their brand promise due to technological

requirements were not met.

Introduction of the long bra and capri pants.

– How can Reebok regain its customers loyalty and trust?
– Expansion in to a new target market, promote Easytone for kids to

prevent obesity.
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References
Books:
Keller, Kevin Lane, Apéria, Tony and Georgson, Mats, Strategic Brand Management A European Perspective, Prentice Hall, 2008 Barbin, Barry J. and Harris, Eric G., CB3, 3th edition, South-Western, Gengage Learning, 2012 Websites:

http://www.reebokeasytone.co.uk/
http://corporate.reebok.com/en/reebok_history/default.asp – located 8 March 2012 http://corporate.reebok.com/en/about_reebok/executive_bios/uli_becker/default.asp – located 8 March 2012 http://corporate.reebok.com/en/about_reebok/executive_bios/default.asp – located 8 March 2012 http://corporate.reebok.com/en/about_reebok/faq_section/general_questions/default.asp – located 8 March 2012 http://www.adidas-group.com/en/pressroom/assets/pdfs/2011/Press_Release_Q42010_e.pdf – located 8 March 2012 http://www.adidas-group.com/en/investorrelations/assets/agm/2011/GB_2010_En.pdf – located 8 March 2012 http://adidas-group.corporate-publications.com/2008/gb/files/downloads/en/30-PDF_Files-Reebok_Business_Performance.pdf located 8 March 2012 http://www.wowbc.co.uk/showcontent.php?id=181&fb_source=message – located 11 March 2012 http://www.guardian.co.uk/society/2012/mar/11/obesity-children-healthcare-foo
d-industry – located 11 March 2012 http://www.retailgeeks.com/wp-content/uploads/2010/06/Where-Does-Toning-Go-Next_2010_0614.pdf – located 11 March 2012

http://corporate.reebok.com/en/news/2009/No_Ifs_and_or_Butts_About_It_EasyTone.asp – located 14 March 2012 http://www.nytimes.com/2011/09/29/business/reebok-to-pay-in-settlement-over-health-claims.html?pagewanted=all – located 11 March 2012

http://mweigel.typepad.com/canalside-view/2011/09/fashionable-yet-bankrupt.html – located 12 March 2012 http://www.marketingweek.co.uk/reebok-begins-to-regain-lost-ground/2012097.article – located 12 March 2012 http://www.slideshare.net/anmuth/easy-tone-marketing-plan – located 12 March 2012

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http://www.dailymail.co.uk/tvshowbiz/article-2103659/Kelly-Brook-new-Reebok-EasyTone-campaign-makes-sporty-sexy.html located 11 March 2012 http://www.adidas-group.com/en/investorrelations/corporate_governance/codeofconduct/default.aspx – located 14 March 2012 http://www.naturalstep.org/en/usa/nike-s-core-values – located 14 March 2012 http://michaelsam85.wordpress.com/2011/05/12/how-does-nike-communicate-its-values-to-its-target-audience/ – located 14 March 13

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