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Reebok Case

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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
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