Reebok Case Study
* Reebok went to pursue three multiproduct umbrella campaigns a. Television advertising during the 1988 Summer Olympics b. Television and print advertising with the tagline “Reeboks Let U.B.U.” c. Print advertising to introduce Reebok’s new performance feature, the Energy Return System
* Didn’t know how involved it should be with Human Rights Now! World concert tour with Amnesty International
* A lot of growth from 1982 and 1987, which resulted from… a. Broadening of existing product lines b. Expansion into additional product categories and acquisitions
* Reebok held 32.2% share of branded athletic footwear in 1987 * UBU- Individuality, self-expression
1. Why has Reebok been successful up to this point (in the case)? What are the company's strengths and weaknesses?
They were very successful; they were holding a large share of the athletic footwear market. They kept innovating new things, creating a wide range of products and lines. Their biggest weaknesses were their manufacturing issues in South Korea and an eventual lack of excitement for the company.
2. How do consumers buy athletic footware? How is the market segmented?
It sold shoes directly to retailers through 17 independent sales organizations. They were paid on a commission basis. Employees of Reebok would travel US teaching retailers and consumers about Reebok. Reebok wasn’t sold in discount stores, only athletic retailers (ex. Sports Authority).
3. How would you evaluate Reebok's proposed 1988 communications program (i.e. what criteria would you use to evaluate it, and what "grade" would you give it?)
I think it was strong and important to cover the Olympics and to try to create a more brand fulfilling campaign.
4. Does Reebok need an umbrella brand campaign (versus product specific advertising alone)? Is the U.B.U. campaign appropriate?
I think Reebok does need an umbrella brand campaign (ex. Nike “Just do it”). If their
* Didn’t know how involved it should be with Human Rights Now! World concert tour with Amnesty International
* A lot of growth from 1982 and 1987, which resulted from… a. Broadening of existing product lines b. Expansion into additional product categories and acquisitions
* Reebok held 32.2% share of branded athletic footwear in 1987 * UBU- Individuality, self-expression
1. Why has Reebok been successful up to this point (in the case)? What are the company's strengths and weaknesses?
They were very successful; they were holding a large share of the athletic footwear market. They kept innovating new things, creating a wide range of products and lines. Their biggest weaknesses were their manufacturing issues in South Korea and an eventual lack of excitement for the company.
2. How do consumers buy athletic footware? How is the market segmented?
It sold shoes directly to retailers through 17 independent sales organizations. They were paid on a commission basis. Employees of Reebok would travel US teaching retailers and consumers about Reebok. Reebok wasn’t sold in discount stores, only athletic retailers (ex. Sports Authority).
3. How would you evaluate Reebok's proposed 1988 communications program (i.e. what criteria would you use to evaluate it, and what "grade" would you give it?)
I think it was strong and important to cover the Olympics and to try to create a more brand fulfilling campaign.
4. Does Reebok need an umbrella brand campaign (versus product specific advertising alone)? Is the U.B.U. campaign appropriate?
I think Reebok does need an umbrella brand campaign (ex. Nike “Just do it”). If their