1

Executive Summary:

2

Table of Contents

3

Background

4

Market Analysis

5

6

7

8

9

10

11

12

SWOT Analysis

Strengths:

•

Opportunities:

•

Weaknesses:

•

Threats:

•

13

Target Markets

14

15

Marketing Objectives

16

Marketing Strategies and Tactics

Strategies:

Tactics:

17

18

Marketing Mix:

Product: The marketing campaign will

focus on Reebok’s athletic wear for both

men and women.

Price: The athletic wear pricing should remain the

same. We believe Reebok is positioned well

within the marketplace. Pricing is actually

cheaper than the competition yet the product

offers the same uses and higher quality than the

competition. We believe this price point is strong

because it keeps the vision of Reebok in mind.

Promotion: Through the use of traditional

advertising, social media, and the

partnership with Spartan Races the hope is

to increase brand awareness through

advertisements and partnerships.

Place: Across all social media channels included

Facebook, Twitter, Instagram,and Snapchat. As

well as traditional advertisements in major cities

where Spartan Races are held.

19

Implementation, Control, and Evaluation

Implementation:

20

Control:

21

Evaluation:

22

References

Statista Survey. (n.d.). How much did you spend on sports apparel last year?. In Statista - The Statistics Portal.

Retrieved April 12, 2017, from https://www-statista-com.flagship.luc.edu/statistics/631233/amount-of-money-

people-spent-on-sports-apparel-last-year/.

https://www.spartan.com/en/race/find-race

http://www.reebok.ca/en/customer-service-company_information.html

Cotton Incorporated. (n.d.). What are women's favorite brands of athletic apparel?*. In Statista - The Statistics

Portal. Retrieved April 17, 2017, from https://www-statista-com.flagship.luc.edu/statistics/243142/womens-

favortie-brands-of-athletic-apparel-in-the-united-states/.

Cotton Incorporated. (n.d.). What are men's favorite brands of athletic apparel?*. In Statista - The Statistics

Portal. Retrieved April 17, 2017, from https://www-statista-com.flagship.luc.edu/statistics/243139/mens-

favortie-brands-of-athletic-apparel-in-the-united-states/.

Condé Nast. (n.d.). Retail sales of the athletic apparel market in the United States in 2013 and 2014 (in billion

U.S. dollars). In Statista - The Statistics Portal. Retrieved April 17, 2017, from https://www-statista-

com.flagship.luc.edu/statistics/568016/retail-sales-of-the-us-athletic-market/.

Statista Survey. (n.d.). What is important to you when purchasing sporting goods such as sports apparel, sports

shoes and sports equipment or gear?*. In Statista - The Statistics Portal. Retrieved April 17, 2017, from

https://www-statista-com.flagship.luc.edu/statistics/630021/important-qualities-of-sports-apparel-sports-

shoes/.

Tami Luhby. (2016, September 13). The middle class gets a big raise ... finally! Retrieved April 11, 2017, from

http://money.cnn.com/2016/09/13/news/economy/median-income-census/

Statista Survey. (n.d.). Why do you exercise, work out or do sports?. In Statista - The Statistics Portal. Retrieved

April 17, 2017, from https://www-statista-com.flagship.luc.edu/statistics/638874/reasons-behind-sports-and-

exercise-in-us/.

Statista. (n.d.). Revenue of fitness and recreational sports centers (NAICS 71394) in United States from 2008 to

2020 (in million U.S. dollars). In Statista - The Statistics Portal. Retrieved April 17, 2017, from https://www-

statista-com.flagship.luc.edu/forecasts/409837/united-states-fitness-and-recreational-sports-centers-revenue-

forecast-naics-71394.

Statista Survey. (n.d.). Why do you exercise, work out or do sports?. In Statista - The Statistics Portal. Retrieved

April 17, 2017, from https://www-statista-com.flagship.luc.edu/statistics/638874/reasons-behind-sports-and-

exercise-in-us

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Appendix

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