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PRESENTED BY:

ANKUR NARANG {353}

ROHIT JAVERI {331}

SANCHET JAIN {410}

PARTH DOSHI {322}

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1. INTRODUCTION

2. REEBOK IN INDIA

3. PRODUCT STRATEGY

4. PRICING STRATEGY

5. PLACE STRATEGY

6. PROMOTIONAL STRATEGY

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Reeboks principal business activity is designing,developing & worldwide marketing of high qualityfootwear, apparel & equipment.

Reebok is 3rd largest seller of athletic footwear andathletic apparel in the world.

Reebok India commands a 51% market share in the

premium sports wear industry .

Over 500 exclusive Reebok Stores, 200 Shop in theshop outlets & 2500 dealer outlets.

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First multinational footwear companytoenter Indiaafterthe liberalizationofthe country'seconomyand postprofits.

Itset up India'sthird largest chainofexclusivebrandstoreswithabout 100 storesacrossthe country

Reebokenteredthe Indian marketin 1995 amidstformidablerivals like Adidasand Nike

Reebokdominatesthe Indiansportswear market

Its major competitors like Nikeand Adidashavenotbeenverysuccessful inthe Indian market

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Surgedin popularityin1982 whentheyintroduced

theFreestyle Athletic Shoedesigned forwomen

Itwasintroducedatthetimewhenaerobicshad

becomea crazeamongthe people

WiththesuccessoftheFreestyleathletic wear,theyintroducedanathletic shoe for men calledthe Ex-O-

Fit

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Researchrevealedthatall Indian consumerswantedwasan International brand footwear

Reebokenteredthe marketby providingthem thesameataffordable prices

Peoplebought products more forthe American brandimage, fashionand comfort.

Overtheyears asizeable portionofthe consumerbasebuysthe products forindulgingin some form of fitnessactivity.

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A functional issuethatwasinstrumental inaidingthe companyestablishitselfinthe countrywasthefactthatitsshoeshadbroader forefeet

Thissuitedthe Indian consumers

All itsotherrival brandshadshoeswithnarrow

forefeet

Itthenstartedtargetingthewomenand kidsbybringingoutapparelstosuitetheir likes

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Sportsitselfhasbecome fashionabletodayin India.

Intheirtargetsegment,sevenoutoften peoplenowindulgeinsomekindof physical activity

comparedto justoneintenin 1995.

Pricesensitivityhasalsodeclined considerably.

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Reebokhadbeenaddingastoreaweekin 2004

Forthenextyearthe companyhas lined up even

moreambitious planstoopen astoreevery 72hours.

Biggestinvestmenthasbeeninthe fieldof

marketinginfrastructure, creatinganinternational

and uniform retail ambienceinall ourexclusivestores.

Witharetail footprintof 720 franchisestoresand

presencein 230 cities

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Reebok Indiaseesrisingaspirationsamong people

intier-II citiesastheir counterpartsinthe major

cities

customersinsmallertownstoohavestartedto look

atbranded products.

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Reebokadvertising campaigns:

I Am What I Am Run Easy

Planet Reebok

Because Life Is Not Just A Spectator Sport

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Official sponsorof International

Cricket Council(ICC)- uniforms

for umpiresandreferees

Cricketersendorsing Reebok: M

S Dhoni,Yuvraj Singh, Rahul

Dravid,Yusuf Pathan

Sponsors four IPL teams: RCB ,

CSK, KKR and DC

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Alsosponsorsteamsinthe Australian

Football League

Endorsers from Bollywood like : Aamir Khan,

Bipasha Basu, John Abraham

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Reebokentered

the film foray

withthe movie

Dhan DhanaDhan GOAL

Reebokwas

integral tothestory lineofthe

movie

Unlikethe flash

and missendorsementsof

brandsseenin

other movies

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