CHAPTER 1

INTRODUCTION TO PROJECT

REEBOK
The Reebok brand got its beginnings back in 1958 when it branched out as a sister company to JW Foster and Sons. Beginning in 1895, JW Foster and Sons started to manufacture shoes and sell them all over the United Kingdom. Even though they never garnered much attention, they were successful enough to be worn by the athletes in the 1924 Summer Olympics. Then in 1958, Fosters grandsons decided to branch out to form a new company which they would call Reebok. They picked the name Reebok, which means African Gazelle, because they wanted to depict speed, style, and grace. Even though the company was selling the shoes at a decent rate in the United Kingdom, they were still having a hard time getting the shoes noticed on a world wide scale. In 1988 Reebok's long and meteoric rise began to show signs of flagging as the company's historically high profit margins went into a slump. Reebok's strength in the youth market, focused primarily on basketball shoes, was shaken by a massive advertising campaign by competitor Nike, which spent $7 million in advertising in the first quarter of 1988 when Reebok spent only $1.7 million. In an effort to regain lost ground, Reebok went on the offensive, publicizing its products in several ways. The company gave away shoes to young people known as style makers and renovated urban playgrounds. In addition, Reebok sponsored a series of rock concerts to raise money for human rights groups and inaugurated a Reebok Human Rights Award. Starting in August 1988, Reebok also devoted a portion of its $80 million advertising budget to an 2

innovative and esoteric television and print campaign, built around the theme "Reeboks let U.B.U.," which featured people expressing their personalities in unique ways while wearing Reeboks. The campaign was unsuccessful, however, and by the end of 1988 earnings had fallen by one-fifth on sales of $1.79 billion. In March 1989 the company unveiled a new $30 million advertising campaign entitled "The Physics Behind the Physique." This push was focused on women, traditionally Reebok's strongest customer base, and connected sweaty physical exertion with sex and narcissism. These relatively rapid shifts in emphasis from performance to fashion and back again began to muddle the consumer's idea of what the company stood for, and Reebok continued to see its portion of the market slip as its sales growth waned. Commentators observed that the company appeared to have lost its focus.

THE PUMP
In the late-1980s, the company introduced the Reebok Pump line, which used an air bladder, inflated by means of a small pump integrated into the tongue of the shoe, to hold tightly to the wearer's ankle. This allowed for more aggressive maneuvering without injury, but also became a popular fashion element.

HUMAN RIGHTS AND PRODUCTION DETAILS

In the past, Reebok had an association with outsourcing through sweatshops, but today it claims it is firmly committed to human rights. In April 2004, Reebok's footwear division became the first company to be accredited by the Fair Labor Association. In 2004, Reebok also became a founding member of the Fair Factories Clearinghouse, a non-profit organization dedicated to improving worker conditions across the apparel industry.

CHAPTER 2
INTRODUCTION AND COMPANY PROFILE

INTRODUCTION AND COMPANY PROFILE

Company History: Reebok International Ltd. is one of the world's leading athletic footwear and apparel makers. The company first gained prominence by opening up a new market for athletic shoes&mdashrobic exercise shoes for women interested in fashion as well as function--and subsequently built upon that success by expanding into other sports and products and by seeking business around the world. Reebok currently sells footwear and apparel in the sports, fitness, and casual sectors, under such brands as Reebok, Weebok, Greg Norman, Rockport, Ralph Lauren, and Polo Sport. The company also operates about 150 factory direct stores, including Reebok, Rockport, and Greg Norman stores.

Reebok began its growth into a worldwide enterprise in 1979 when Paul B. Fireman, a marketer of camping and fishing supplies, noticed the products of a small British athletic shoemaker, Reebok International, at a Chicago sporting goods show. Looking for a business opportunity, Fireman acquired the North American license for the company's products, founding Reebok . The British parent company, the oldest manufacturer of athletic shoes in the world, got its start in the 1890s in Bolton, England, when Joseph William Foster began handcrafting shoes with spiked soles for runners. By 1895 he was the head of J.W. Foster and Sons, Inc., providing shoes to world-class athletes, including the 1924 British Olympic running team. In 1958 two of Foster's

grandsons founded Reebok, named after an African gazelle, to manufacture running shoes in Bolton, and this company eventually took over the older firm. After Fireman acquired the right to sell Reebok products made in Britain in the United States, he introduced three top-of-the-line models of running shoes, with price tags of $60, the highest on the market. Sales topped $1.5 million in 1981, but after two years in the extremely competitive U.S. market, Fireman's enterprise was Reebok International Limited is a British producer of athletic footwear, apparel, and accessories and is currently a subsidiary of Adidas. The name comes from Afrikaans/Dutch spelling of Reebok, a type of African antelope or gazelle. The company, founded in 1895, was originally called Mercury Sports but was renamed Reebok in 1958. The company's founders, Joe and Jeff Foster, found the name in a dictionary won in a race by Joe Foster as a boy; the dictionary was a South African edition, hence the spelling.

1990s Struggles The repositioning of Reebok away from fitness/fashion toward an emphasis on high-end performance sneakers, which began in 1992, proved troublesome. The company signed up several high-profile athletes to endorsement contracts. Most notable among these was emerging basketball superstar Shaquille O'Neal, but the subsequently launched "Shaq Attaq" sneaker--a white sneaker when black shoes were the hot commodity at a hefty $130 price tag--failed miserably. Instead of catching up to Nike, Reebok was now falling further behind, its market share declining to 20 percent by 1995. That year institutional shareholders, irked by several years of flat profits, pressured Reebok to bring in an outsider to run the company but Fireman retained his position as chairman, CEO, and president.

COMPANY STRUCTURE

PRODUCT RANGE

Literature Review
Robert (1995) in his research concluded that Reebok improve his customer relationship by providing good after sales services to the consumer. Reebok focus on consumer satisfaction and also focus on the services which is provided to the consumer after sales service. Finally (1994) in his research he conclude that Reebok attracts to the consumer for its high quality of the product. Reebok is a customer oriented brand and always work in favor of fill gap between customer satisfaction and quality.

Scott, Gail (Sept V Oct 2001) - Objective: This journal article is concerned with workers in the healthcare industry, who are demoralized and dissatisfied with their jobs. The article mentions the methods that successful systems use to help their staff members reconnect with the firms mission and vision, and bring new life and meaning to their work.

PPLETON, WISCONSIN -- I ordered customized tennis shoes and received them with another persons receipt. I contacted Reebok several times via email and they refused to send me my receipt unless I called their 1-800 number!!! WHAT?! You can take my money and my order via the computer but not complaints or requests for a simple receipt. I asked several times and as of today, I have not received my receipt - that was about a month ago

BUFFALO, NEW YORK -- My sneakers have not been worn a lot but the padding around the back of the sneaker shifs when you put it on Ispent a lot of money and I can't wear them what a waste of money not happy with your company

SOUTH CAROLINA -- I bought my little girl sneakers for school. She got two pairs of Reebok sneakers and a pair of converse. She saw the rainbow Reebok. And wanted them so I let her try on the 11.5 sneaker. She fit the shoe and the were on sell for $25.00 so I got them. When I got home I decided to string them up and realize the left shoe has a turn in it. Its no good you can't where it. The type part is curved. Please people check both shoe before leaving the store from now on Reebok.

CHAPTER 3
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Marketing Research is a systematic and objective process of identifying and formulating the marketing problems, setting research objectives and methods for collecting editing, coding, tabulating, evaluating, analysis, interpreting and presenting data in order to find justified solutions to these problems

Objectives of the project

. To study the level of customer awareness towards Reebok. To study the impact of marketing policies of company making its customers brand loyal. To study the effect of promotional strategies of company on changing the perception of customers. To study the factors those influence the customer preference of Reebok. To study the impact of product durability over customer perception.

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SCOPE OF THE STUDY

1) Market Survey is restricted to the respondents of Chandigarh.

Effective marketing research involves the following steps:

1. PROBLEM DEFINITION:
The most important phase of any research is the definition of the problem to be addressed. It is said that a problem well defined is the problem solved. The problem for the present study can be precisely stated as To Conduct Brand Study for Reebok.

2. NATURE OF THE STUDY:

The study is both exploratory and descriptive in nature. Firstly, exploratory study was conducted to find out basic information regarding concept of Brand Tracking. The exploratory study was helpful in understanding the concept of Brand Equity and formulating the problem definition.

3. DATA COLLECTION METHOD:

PRIMARY DATA

Primary data was collected through the structured questionnaires by survey method. The questionnaires was personally dispersed to the respondents to collect the relevant information after a pilot study for identifying and refining of the measurement items to be used for the study. Face to face Interviews were conducted wherever and whenever necessary.

SECONDARY DATA
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Secondary data collected from magazines, newspapers, journals, articles, books, previous researches etc.

1. SAMPLE SIZE
Judgment sampling technique was used to collect data from the respondents. The sample size was 100 respondents.

LIMITATIONS OF THE STUDY

All research studies have their limitations and this study is no exception. In designing the study attempt will be to make it as scientific as possible, the present study nevertheless will have following limitations.

1)

The potential for data inaccuracies due to question misunderstanding and item misrepresentation to certain responses on the part of participant does exist. Bottom line is that Errors due to Biases will be hard to eliminate.

2) Responses will be solicited from the customers of Chandigarh. The perception of people
in this area may vary from those of the rest of India.

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Chapter 4 DATA ANALYSIS AND INTERPRETATION

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Question no. 5.1

Age and gender wise cross tabulation

Count Age 15 to 25 yr Gender male female Total 20 20 40 25 to 35 yr 15 21 36 35 above 9 15 24 Total 44 56 100

Graph no.5.1

Interpretation :- From the above graph, it can be concluded that majority of male as well as female respondents are of age group of 15 yrs to 25 yrs, where as the male & female respondents in the age group of 25-35 years are 15 & 21 respectively. The no. of respondents, who falls under the age category of 35 years & above, are 09 male & 15 female. 15

Question no. 5.2

Age and occupation wise cross tabulation

Occupation * Age Crosstabulation Count Age 15 to 25 yr Occupation student employee businessmen other Total 28 0 11 4 43 25 to 35 yr 0 13 17 15 45 35 above 0 3 6 3 12 Total 28 16 34 22 100

Graph no.5.2

Interpretation :- From the above graph, it can be concluded that the respondents of age group 15 to 25 yr students are 18 , employee is 0 ,businessmen are 11,others 4 , age group 25 to 35 yr students are 0, employees are 13, businessmen are 17, Others 15, age group 35 above students are 0, employees are 3, businessmen are 6, Others 3,so majority of respondents are from age group 25-35 years and businessmen..

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Question no. 5.3

Since how long are you using Reebok?

Cumulative Frequency Valid less than a year 1 to 2 yr more than 2 yr Total 12 30 58 100 Percent 12.0 30.0 58.0 100.0 Valid Percent 12.0 30.0 58.0 100.0 Percent 12.0 42.0 100.0

Graph no.5.3

Since how long are you using Reebok

Interpretation :- From the above frequency table and graph, it can be concluded that 11% respondents were using Reebok from less than 1 year , 30% were using from 1-2 years and 59% were using from more than 2 years . Thus it can be conclude that 59% respondents were using Reebok from more than 2 years.

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Question no. 5.4

From which source do you came to know about this brand?

Cumulative Frequency Valid T.V newspaper internet billboard hoarding Total 29 28 18 11 14 100 Percent 29.0 28.0 18.0 11.0 14.0 100.0 Valid Percent 29.0 28.0 18.0 11.0 14.0 100.0 Percent 29.0 57.0 75.0 86.0 100.0

Graph no.5.4

From which source do you came to know about this brand

Interpretation :- From the above graph, it can be concluded that 29%respondents were came to know about this brand through T.V, 28 % were came to know about this brand through newspaper, 18% were came to know about this brand through internet, 11% were came to know about this brand through billboard , 14% were came to know about this brand through hoarding. Thus majority of respondents 29%respondents were came to know about this brand through T.V .

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Question no. 5.5

Why do you prefer Reebok?

Cumulative Frequency Valid best look best quality Price durability Total 30 39 15 16 100 Percent 30.0 39.0 15.0 16.0 100.0 Valid Percent 30.0 39.0 15.0 16.0 100.0 Percent 30.0 69.0 84.0 100.0

Graph no.5.5

Why do you prefer Reebok

Interpretation :- From the above graph, it can be concluded that 30% respondents were prefer Reebok because of best look , 39% were prefer because of best quality,15% were prefer because of price , 16% were prefer because of durability. Thus majority of respondents 39% were prefer Reebok because of best quality.

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Question no. 5.6

Have you seen following advertisements?

Cumulative Frequency Valid zig tech tvc run easy Total 51 49 100 Percent 51.0 49.0 100.0 Valid Percent 51.0 49.0 100.0 Percent 51.0 100.0

Graph no.5.6

Have you seen following advertisements

Interpretation :- From the above graph, it can be concluded that 51% respondents were seen zig tech ad and , 49% were seen run easy ad. Thus majority of respondents 51% respondents were seen zig tech ad .

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Question no. 5.7 Advertisement of the product helped you in changing your perception towards the product?

Cumulative Frequency Valid strongly disagree disagree neutral Agree strongly agree Total 31 44 11 9 5 100 Percent 31.0 44.0 11.0 9.0 5.0 100.0 Valid Percent 31.0 44.0 11.0 9.0 5.0 100.0 Percent 31.0 75.0 86.0 95.0 100.0

Graph no.5.7 Advertisement of the product helped you in changing your perception towards the product

Interpretation :- From the above graph, it can be concluded that 31% respondents were strongly disagree that the advertisement of the product helped them in changing their perception towards the product,44% respondents were disagree, 11% respondents were neutral, 9% respondents were agree, 5% respondents were strongly agree. Thus majority of respondents 44% were strongly disagree that the advertisement of the product helped them in changing their perception towards the product. 21

Question no. 5.8 Durability of the product changed your perception & made you brand loyal.

Cumulative Frequency Valid strongly disagree disagree neutral Agree strongly agree Total 18 14 8 32 28 100 Percent 18.0 14.0 8.0 32.0 28.0 100.0 Valid Percent 18.0 14.0 8.0 32.0 28.0 100.0 Percent 18.0 32.0 40.0 72.0 100.0

Graph no.5.8 loyal.

Durability of the product changed your perception & made you brand

Interpretation :- From the above graph, it can be concluded that 18% respondents were strongly disagree that the durability of the product have changed their perception and made them brand loyal. 14% respondents were disagree ,08% respondents were neutral, 32% respondents were agree, 28% respondents were strongly agree. Thus majority of respondents 32% were agree that the durability of the product have changed their perception and made them brand loyal. 22

Question no. 5.9 competitors.

Price & Quality of the products helps the company to make an edge its

Cumulative Frequency Valid strongly disagree disagree neutral agree strongly agree Total 7 12 8 40 33 100 Percent 7.0 12.0 8.0 40.0 33.0 100.0 Valid Percent 7.0 12.0 8.0 40.0 33.0 100.0 Percent 7.0 19.0 27.0 67.0 100.0

Graph no.5.9 its competitors.

Price & Quality of the products helps company to make an edge over

Interpretation :- From the above graph, it can be concluded that 7% respondents were strongly disagree with the fact that price and quality of products helps a company to make an edge over its competitors. 12% respondents were disagree , 08% respondents were neutral, 40% respondents were agree, 33% respondents were strongly agree. Thus majority of respondents 40%were agree from price and quality of products helps company to make an edge its competitors. 23

Question no. 5.10

Design of the products makes it easily identifiable in the market

Cumulative Frequency Valid strongly disagree disagree neutral agree strongly agree Total 18 10 7 34 31 100 Percent 18.0 10.0 7.0 34.0 31.0 100.0 Valid Percent 18.0 10.0 7.0 34.0 31.0 100.0 Percent 18.0 28.0 35.0 69.0 100.0

Graph no.5.10

Design of the products makes it easily identifiable in the market

Interpretation :- From the above graph, it can be concluded that 18% respondents were strongly disagree of the design of the products make it easily identifiable in the market.10% respondents were disagree , 07% respondents were neutral, 34% respondents were agree, 31% respondents were strongly agree. Thus majority of respondents 34% respondents were strongly agree of the design of the products make it easily identifiable in the market. 24

Question no. 5.11

Which brand you think best competes with Reebok?

Cumulative Frequency Valid Nike Adidas Puma Total 25 40 35 100 Percent 25.0 40.0 35.0 100.0 Valid Percent 25.0 40.0 35.0 100.0 Percent 25.0 65.0 100.0

Graph no.5.11

Which brand you think best competes with Reebok

Interpretation :- From the above graph, it can be concluded that 40% respondents said that Adidas is the best that competes with Reebok, 25% of the respondents were in favour of Nike as best competing with Reebok , 35% respondents opted Puma as best competitor of Reebok.

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Question no .5.12

What kind of sales promotion attracts you most?

Cumulative Frequency Valid discount offers gift vouchers membership card events Total 22 30 29 19 100 Percent 22.0 30.0 29.0 19.0 100.0 Valid Percent 22.0 30.0 29.0 19.0 100.0 Percent 22.0 52.0 81.0 100.0

Graph no.5.12

What kind of sales promotion attracts you most

Interpretation :- From the above graph, it can be concluded that 22% respondents were attracted by discount offer . 30% respondents were gift voucher, 29% respondents were membership card, 19% respondents were events. Thus majority of respondents were 30% respondents were attracting by gift vouchers.

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Chapter 5
RECOMMENDATIONS, FINDINGS AND CONCLUSION

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RECOMMENDATIONS

Company should concentrate on the area of advertisement. Ex: Adds on local channel & local newspaper. Company should provide shoes at a lower price so that middle class people can easily afford it. Company should use strong material to increase the durability of Reebok shoes. Company should provide waterproof Reebok shoes. Company should provide more design of shoes. Company should work on product differentiation. Company should provide discount to loyal customer & others. Company should provide exchange facilities.

FINDINGS OF THE STUDY

Majority of the respondents were using Reebok from more than two years. Most of the people came to know about this brand through T.V. . Majority of the respondents preferred Reebok because of best quality.

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 Majority of the respondents have seen zig tech ad. Majority of the respondents were agree that the durability of the product have changed their perception and made them brand loyal.

Majority of the respondents were agree from price and quality of products helps company to make an edge its competitors. Majority of the respondents were strongly agreeing of the design of the products make it easily identifiable in the market.

Majority of the respondents said that Adidas is the best that competes with Reebok.

CONCLUSION There is a positive impact of marketing policies of company making its customers brand loyal. The promotional strategies of company gift voucher change the perception of customers. Thus it can be conclude peoples are more aware about the Reebok shoes & company provide all types of shoes. Reebok have a major impact on customers as compared to other brands.

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References Ref: Philip kotler : http://hrclub.am/ Title of the book: Marketing Management, Name of the Publisher: Prentice hall of India, Year of Publication: 2004 Edition No: 14th Ref: Philip kotlerArmstrong:http://www.joe.org/joe/1998june/rb3.php, 1Principles of marketing Management 4th edition. 2 Naresh Malhotra Marketing Research NEWSPAPERS AND MAGAZINES The Economic Times Times of India Business World Business Today Websites www.reebok .com www. All business. Com www. palinfocom .net www.google.com

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QUESTIONNAIRE
Dear Respondent,
I am , Sonu Kumar student of MBA at Dr. I.T. IMT, Banur near Chandigarh is conducting a research project on A STUDY OF CUSTOMER PERCEPTION TOWARDS REEBOK SHOES. Kindly cooperate by filling the questionnaire. Following are certain statements regarding brand This Brand. Kindly state your agreement or disagreement for the same

Respondent Name ......................................

Gender: (1) Male Occupation: (1) Student Age: (1) 15 yr to 25 yr (2) Female

(2) Employee

(3) Businessman

(4) Other

(2) 25 yr to 35 yr

(3) 35 Above

1. How long are you using Reebok? (1) Less than a year (3) More than 2 year (2) 1 to 2 year

2. From which source do you came to know about this brand? (1) T.V (3) Internet (5) Hoarding (2) Newspaper (4) Billboard

3. Why do you prefer Reebok? (1) Best look (3) Price (2) Best quality (4) Durability 31

4. Have you seen following advertisements? (1) Zig Tech TVC (2) Run Easy

5. Advertisement of the product helped you in changing your perception towards the product? (1)Strongly disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly agree

6. Durability of the product changed your perception & made you brand loyal. (1)Strongly disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly agree

7. Price & Quality of the products helps the company to make an edge its competitors. (1)Strongly disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly agree

8. Design of the products makes it easily identifiable in the market (1)Strongly disagree (2) Disagree (3) Neutral (4) Agree (5) Strongly agree

9. Which brand you think best competes with Reebok?

(1)Nike

(2) Adidas

(3) Puma

10. What kind of sales promotion attracts you most? (1) Discounts & offers (3) Membership card (2) Gift Vouchers (4) Events

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BIBLIOGRAPHY
Websites
www.reebok.com www.reebok.co.in www.google.com www.nike.com www.nike.in.com. www.fundinguniverse.com

Book
Research Methodology Kothari C. R. Principles and Practice Mishra M. N.

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Annexure 2
DATA VIEW

34

Variable view

35

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