Reebok Case

Objective Before 1987 1987 1988

Communication Objectives Make Reebok as visible as possible

- Invest on all kinds of promotional

tools, such as AD, PR, SP, and

sponsorship

Increase brand awareness

- great attention on advertising

Shape strong brand image

- Paid star athletes to wear Reebok

- Provide potential star free shoes and

clothing

Create positive brand association

- Funded research on injury prevention

- Put Reebok shoes on the feet of TV

aerobics instructors (instructors choice

is more trustworthy)

Create professional image

- Reebok is worn by athletes and instructors

Create consumer positive brand attitude toward Reebok

- continuous sponsorship

Keep Reebok brand exciting

- Five TV ads each sold a different sports

shoe

Reinforce its brand position in consumers' minds

- Four themes: performance, new

technology, "classic" styling, and

fashion

Reinforce Message Delivery

- used "real people" instead of star

athletes (as research showed: purchases

decision were more influenced by

friends/ relative than star athletes)

Reposition itself into more fashionable image

- 70% of tennis category expenditure

was allocated to lifestyle/fashion-

oriented ads

Rekindle the vitality of Reebok name - umbrella advertising: freedom of

expression

Excite Reebok brand dealers

- Olympic advertising

New performance feature introduction

- Energy Return System

Response to competitor

- The Revolution is Over

Sales Promotion Objectives Increase sales, brand awareness and market share

- Discount for aerobics instructors

- Communicated with its consumers through point-of-sale pieces and merchandising promotions in retail store

Increase sales, brand awareness and market share

- Discount for aerobics instructors

- promotional events

( Reebok teaching Pro classic, Aerobic Instructor Alliance, Reebok Racing Club)

Increase sales, brand awareness and market share

- Discount for aerobics instructors

- Reaching 40% share of the US tennis shoe market

- Adds in Rolling stone magazine

( New target market segment : 18-49 years old - tennis shoes, 12-24 years old - basketball shoes )

Sponsorship Objectives Make Reebok seen by its target market in every possible occasion

- Paid star athletes to wear Reebok

- Provide potential star free shoes and

clothing

- Funded research on injury prevention

- Put Reebok shoes on the feet of TV

aerobics instructors

Reinforce consumer brand attitude

- sponsorships of tennis tournaments for juniors and celebrities, the Reebok Teaching Pro Classic for tennis professionals, the Reebok Professional Aerobics Instructor Alliance, and the Reebok Racing Club

Transfer endorsers' halo into Reebok brand (borrow consumers' positive attitude of endorsers from endorsers)

-Star athletes as shoe endorsers

Maintain Reebok tennis shoes' credibility in the world of tennis

- athlete endorsements and local/national tournament sponsorship (75% of the tennis category expenditures)

Spread good will to communities

- Renovating basketball court in low income area

Build positive attitude in local communities

- Local basketball tournaments.

1. Are the communication objectives, sales promotion objective, and sponsorship objectives consistent? Why or why not?

Reebok's objective analysis

Yes, Reebok's communication objectives, sales promotion objective, and sponsorship objectives are consistent. All these three marketing tools have to be consistent and work well together in order for Reebok to be successful.

Generally speaking, the Reebok's main objectives are to increase the brand awareness, shape its brand personality, increase sales, increase market share and make Reebok brand as visible as possible. Following are some evidence of their consistency:

Increase