BRAND AUDIT OF

REEBOK
C AT E G O RY : S P O R T S W E A R

A B H I S K E K ( 1 0 7 ) | S H I VA M ( 1 1 3 ) | M A N E E S H ( 1 1 5 ) |
A N K I TA ( 1 2 2 ) | S A U R A B H ( 1 5 3 )
Global Athletic Footwear Market
The global athletic footwear market valued at around USD 80 billion is expected to grow at a
CAGR of 2%. Men’s footwear- 60%, Women’s- 30% and Kid’s-10%

The athletic footwear market is divided by retailing & distribution channel, into store and non-
store based retailing. Non-store based retailing is expected to account for a larger market
share on account of growing dependence on the e-commerce industry and the broad scope of
product offerings.

Major Reasons for growth:

Increasing Demand for

Awareness Growing e-
Participation Ballooning comfortable
about commerce
in Sports Global and
Healthy retail
and Fitness Population innovative
Lifestyle market
Activities footwear
Competitive Landscape
▶ The key international players, such as Adidas, Segmentation by product :
Reebok, Nike dominate the sports footwear market ▶ Cleats
▶ Intense competition prevails in this market which
▶ Running shoes
has led to the development and introduction of
many advanced sports footwear ▶ Court game shoes
▶ Nike and Adidas accounted for around 45% and 35% ▶ Gym and training shoes
of the overall revenue generated in the athletic
footwear market in 2015 ▶ Athleisure

Athletic Footwear Global Market Segmentation by application :

Share ▶ Performance
▶ Sports-inspired
▶ Outdoor
ADIDAS
Germany Based Being the 61th The Adidas AG
Company and is positioned brand plans, creates and
world’s 2nd leading amongst the delivers a scope of
manufacturer of World's Most athletic and sports
sports footwear Valuable Brands way of life items.
and clothing.

It started in 1924 Has 92 imaginative

and is one of the organizations,
favorites for many Adidas has situated
athletes owning a itself as the pioneer
global market share on the planet
of more than 35% market.
ADIDAS - STP

Segmentation
Target Group
It has four brands in Positioning
Majority from15-30
its strong portfolio Quality products
years of age who
which are meant for which are
hail from upper
Young men, women comfortable, stylish
middle class or the
and children who & designed to suit
luxury class of
have passion for the consumer need.
customers
fitness and sports.
 STRENGTH

• Legacy & heritage WEAKNESS

• Diversified portfolio
• Strong financial position • Premium price range
• Distribution network • Outsourced manufacturing
• Branding by creating touch points • Limited product line
with the community
• Collaborations & memberships

OPPORTUNITY
THREAT
• Changing Lifestyle
• Market development • Competition
• Expansion in product line • Supplier Dominancy
• Increasing demand of premium • Government Regulations
products
• Backward integration
ADIDAS – MARKETING MIX
Product
•Caters to different needs and wants of
consumer – (e.g.: Sportswear and
fashionable items.)
•Upholds its brand by constantly
upgrading and improving products’
innovative features and quality.
•Has established itself as a strong brand
for sports apparels as well.
Price
• Adidas is able to penetrate the market
as it is cheaper than its competitors.
•Uses market skimming for some of the
other products offered in the product
mix (e.g.: white T-mac4 shoes is being
charged at a higher price than the other
color of the same version).
Place
•More than 2500+ Adidas outlets all
over the world.
•Distributing some of the Adidas
products to the various sporting
outlets.
• Online purchasing through the
internet.
Promotion
•Advertising commonly through the
mass media and through the use of the
internet.
•Various game advertisements like
Sony play station, etc.
•‘Impossible is Nothing’ campaign
by using various celebrities and sports
personnel as brand ambassadors
FILA
Fila was founded
Fila, Inc. is a South in 1911 in Italy. Fila Korea is into
Korean sporting Since a takeover Fila footwear,
goods company. in 2007 by Fila sportswear,
Fila has offices in Korea, Fila is now intimates and
11 countries owned and accessories
worldwide. operated from business.
South Korea.

In 2011, Fila Korea

Ltd. acquired global In places like the US,
golf equipment Russia and Europe,
maker Acushnet Fila has tied up with
Company, becoming the largest retail
a leading golf brands chains and is
such as Titleist for working closely
$1.23 billion.
FILA - STP

Segmentation
Positioning
The Group of Target Group
people who are People between 18- Fila is one of the
fashion conscious 35 Years including world's largest
and like the sporty athletes, fashion sportswear
look to their daily conscious people manufacturing
lifestyle. . companies
 STRENGTH
• The innovative use of mixing different
components of cloth into making a different
sportswear was very successful
• Fila’s has a very successful brand image due
its motivational designs
• . They have a very good name for its brand
logo as its full of colors
• Fila has diversified into clothes and kids
apparel along with shoes
OPPORTUNITY
• Fila can be the first brand to inculcate a
casual culture into a brand experience
• More advertising and increase in retail
outlets can boost the brand image and
presence of the brand
WEAKNESS
• Fila has tremendous competition
from sports apparel brand globally
meaning smaller market share
• Limited range of products
compared to big brands and low
brand advertising
THREAT
• High competition for Fila means
limited market share growth
• The industry is dominated by a few
big players, hence difficult to
overcome customer perception
can be an issue
FILA – MARKETING MIX
Product Place

•footwear, sportswear, intimates •presence in 11 countries through

and accessories business its offices
•wide range of products catering •presence of subsidiaries,
tennis including shoes, duffle, distributors and licensees play a
wristband major role in distribution of Fila
products worldwide.
•products more fashionable to
attract the youths who aspire to •more than 8000 retail stores
be sports oriented. located across different countries.

Price
Promotion
• generally competitive pricing
with large number of famous
brands like Nike, Adidas and
Reebok competing for large •major events include major
market share. tennis events like BNP Paribas
Open in Indian Wells, California,
•trend of pricing is to maintain
Sony Open in Miami,
prices slightly lower than the
competition •Fila has used minimal
advertisement of its offerings
•value based pricing model for its
products
NIKE
Incorporated on
Company's operating
September 8, 1969, is
segments include
engaged in the design, Company's portfolio
North America,
development, brands include the
marketing and selling Western Europe,
NIKE Brand, Jordan
of athletic footwear, Central & Eastern
Brand, Hurley and
apparel, equipment, Europe, Greater
Converse
accessories and China, Japan and
services Emerging Markets

Company sells its

products to retail
accounts, through its
The Company's
retail stores and
products are
Internet Websites, and
manufactured by
through a mix of
independent independent
distributors and contractors.
licensees across the
world.
NIKE - STP

Segmentation Target Group Positioning

Sports enthusiasts Men, women and Nike offers high

children from quality sports
urban upper-middle products at a high
and upper class price which gives
satisfaction and
comfort
 STRENGTH
-Nike is the world’s leading brand
for sports shoes and apparel
-Recognized many times by fortune
magazines on “100 best companies
to work for”
- Nike is listed among 50 most
innovative corporate companies
worldover
OPPORTUNITY
-Product expansion in areas like
more concentration in sunglasses,
sportswear etc. which gives high
profit
-Nike can open their stores in tier 2
cities in emerging economies as well
WEAKNESS
-The Nike company faced
allegations of labor and wage laws
with employees, poor working
conditions etc
-Constant competition means
limited market share growth for
the company
THREAT
-Footwear market is so
competitive, major competition
from other brands
-As it is an international brand
currency fluctuations of countries
affects the business of Nike
MARKETING MIX
Product Price

• Shoes
• Apparel • value-based pricing
• Equipment and accessories strategy to ensure growth
in its sales and profits

Place Promotion

• Advertising
• Retailers
• Personal selling
• Nike’s Official Online Store
• Direct marketing
• Niketown retail outlets
• Sales promotions
• Public relations
REEBOK - Introduction

It is the official
global athletic Reebok produces footwear and apparel
footwear and apparel and distributes sponsor for Ultimate
company, operating fitness, running and Fighting
as a subsidiary of CrossFit sportswear Championship
Adidas including clothing (UFC), CrossFit,
and footwear Spartan Race, and
Les Mills.

The global headquarters

In 1958, Reebok was are located in Canton,
established as a Massachusetts, U.S. with
companion company regional offices in
to J.W. Foster and Amsterdam (EMEA),
Sons, founded in 1895 Montreal (Canada), Hong
Kong (Asia Pacific) and
in Bolton, Greater
Mexico City (Central and
Manchester, England South America).
REEBOK - STP

Segmentation Target Group Positioning

all ages who are Urban men women Celebrate

sporty, and kids from the individuality in
adventurous and upper middle class Sports and Life
who want to be
fit
MARKETING MIX
Product Price

• Reetone
• ReeGym • common pricing policy
• ReeZig • Reebok first follows the
• ReeTrain market strategy of skimming
• Apparels policy

Place Promotion

• Retailers
• Official Online Store
• Online Etailers
• Advertising
• Personal selling
• Direct marketing
• Sales promotions
• It has been roping in
sportsperson of various
fields
BRAND AUDIT
Brand Elements

Brand Portfolio

Brand Exploratory

Brand Ambassador

Brand Resonance Pyramid

BRAND ELEMENTS
Tagline “I AM WHAT I AM”

BASED ON “RHEBOK”- WHICH IS AN

Brand Name AFRICAN ANTELOPE

PHYSICAL, MENTAL AND SOCIAL,

Brand Logo CHANGE AND TRANSFORMATION
BRAND PORTFOLIO
Reebok-CCM
Reebok Classic Hockey Rockport

• Fitness Brand • Hockey equipment • Manufacturer of

• “Fit for life” slogan and cycling brand shoes based in
• Reebok Classics Newton,
Massachusetts
• leverages the
brand’s fitness
heritage
BRAND EXPLORATORY(MENTAL MAP)

Performance

Innovative
Quality products
Universal appeal Image
Sports Value for money
Gym Physical change
Cricket Mental change
Tennis Social change
Running Fitness first
REEBOK Be yourself
Yoga
F1 Durable
Comfortable

People
All age group
Concentration on
females
Brand loyal
Ambassadors
BRAND AMBASSADORS

Wang Deshun- China Model Kangana Ranaut , Shahid Kapoor- India Actor

Paige Van Zant- USA UFC Wrestler Arianna Grande- USA Pop Artist
 STRENGTH
-Reebok is amongst the largest seller
of athletic footwear and athletic
apparel in the world.
-Reebok brings out the perfect
combination of technology and
fitness each year in its products.
OPPORTUNITY
-Reebok can expand more in the kids
section
-Lifestyle section can be expanded and
can be given more focus.
-More tie-ups with sports academies
and schools worldwide
WEAKNESS
-Reebok faces tough problem
from fake and duplicate sales
-Being a popular brand means any
controversy affects brand image
considerably
THREAT
-Competition by international
brands means limited market
share from Reebok
-Fake imitations can cause loss to
the brand
ANALYSIS (BRAND RESONANCE
PYRAMID AND PERCEPTUAL MAP)
SALIENCE
Awareness Association

• Situations Preferred:
• Reebok: Jogging/Running, Casual Outing, Gym
• Nike: Walking, Sports Activity

Brand Salience Score: 4

PERFORMANCE
Reliability Durability Style Quotient

Pricing Price Fluctuation

Brand Performance Score: 3.5

IMAGERY
Influencers Availability

Multiutility Pleasant Feelings

Brand Imagery Score: 3.8

JUDGEMENTS
Quality

Credibility Consideration

Brand Judgement Score: 3.3

FEELINGS

Brand Feeling Score: 3

RESONANCE
Loyalty Attachment

Engagement

Brand Resonance Score: 3.5

PERCEPTUAL MAP
THANK YOU!