STP Reebok

Segmenting
 Geographic: Reebok operates all over India, however, it has segmented the
locations based on the preferences of its potential customers and offers more
products of a preferred category in a location
 Age: Reebok has divided its product line into categories based on the varying ages
of its customers. For different age groups, different needs, such as comfort level and
design, are required. Kids in age group 3 - 7 years and kids in the age group 7-12
years. In the adult segment it is targeting 21+ and 25+ age groups. However, the 20–
40-year-old age range is the main focus
 Sex: Reebok’s product line was initially primarily for males. It was because there was
not a very strong culture of women's fitness in India at the time Reebok entered the
market. But over time, it created a variety of items tailored to women's needs.
Women's clothing sales in India account for about 30% of total sales
 Income: Reebok has segmented the market into three groups based on income- low-
income, middle-income, and high-income. Reebok prices its products considering the
segmentation and therefore has a wide range in case of pricing its products

Targeting
 Reebok has targeted the market based on age, sex, and income using the
segmentation. For instance, the following targeting techniques have been used in
India: The Reebok India customers who have household incomes of at least Rs.
450,000 per year. These buyers can choose from mid-range merchandise that
Reebok India provide
 Customers who have annual household incomes of at least Rs. 750,000, these
clients can purchase high-end products from Reebok India
 Further, recognizing the market demand for children's sportswear, Reebok is
focusing on this sector. It has opened unique stores for children's athletic apparel. It
targets two sub-segments of children in the kid's market: children aged three to
seven and children aged seven to twelve. The 21+ and 25+ age groups are the focus
of the adult market
 Lastly, Reebok has a broad selection of products for both men and women. Products
like Easytone and Runtone have been created by Reebok for ladies

Positioning
Reebok has established a reputation as a brand connected with fitness since
expanding to India. It started running advertisements with a variety of taglines to
position itself as a fitness brand. For instance, it celebrated individualism with its "I
am what I am" campaign. This commercial highlighted each person's inner athlete. It
developed the "Your Move" campaign. Reebok wanted to establish itself as a
company that supports people who make independent decisions and embraces
individuality. Reebok introduced the "Sport of Fitness Has Arrived" Campaign in 2012
to convey the company's new position in the fitness industry. Reebok and CrossFit
have teamed to offer customers a fresh perspective on fitness. Reebok will be able to
go beyond its present product and programme offerings thanks to this partnership.