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Reebok easytone brand audit

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About ReebokFounded by: Joseph William Foster,

1890 in UK.

Sub Brands• Toning and shaping Reebok

EasyTone

• training activities Reebok ZigTech

• flexible movements Reebok RealFlex

2009

2011

2010

Reebok Classic Collections

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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 technology28 % more effective toning of butt & 11 % more

on leg muscles 2011 – EasyTone tops & trousers

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Brand Value Proposition Functional benefits: Toning, shaping,

Strengthening, conditioning, flexibility. Distinctive emotional benefits: Comfortable,

enthusiastic, confident. The Values of this brand:

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

healthy fitness lifestyle. Brand Promise: Tone key muscles

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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.,

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Competitor & Substitute Analysis

Main category competitors:Adidas 33 % market shareNike 28 % market shareUmbro 9 % market share

Indirect competitors:Kappa PumaAsics

Substitutes:Regular sneakers

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PEST AnalysisPolitical trends:

UK Government supports the footwear industryLondon 2012 Olympic Games & Paralympic GamesOutdoor learning in schools

Economic trends:Big impact on the footwear industryFinancial crisis in 2008 – decrease of 8 % in salesConsumers are more cautious about spending

money

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Social trends:Healthy lifestyle is trendy – rise in fitness

memberships in UKThe sport sector will grow during the next 10

yearsObesity 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

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Category AuditGrowth/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.

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SWOT AnalysisStrengths Weaknesses

- 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

- 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.

Opportunities Threats

- Expand the product category to men and other age categories (kids).

- Can help reduce obesity among children

- Growth of the sport’s industry

-Possible new entrants/competitors.-Consumers may feel the technology Reebok EasyTone uses is not working after the Court declared the brand has not kept its promise.

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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_Perf

ormance.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-food-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   http://www.dailymail.co.uk/tvshowbiz/article-2103659/Kelly-Brook-new-Reebok-EasyTone-campaign-makes-spor

ty-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 2012

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Thank you for your attention !

Any questions ?