Reebok Project Work Final 71x2d

CONTENT 1. INTRODUCTION 2. COMPANY PROFILE 3. OBJECTIVE OF THE STUDY 4. SCOPE OF THE STUDY 5. RESEARCH DESIGN & RESEARCH METHODOLOGY 6. DATA ANALYSIS AND PRESENTATION 7. RESULTS AND DISCUSSION 8. LIMITATIONS OF THE STUDY 9. REEBOK LOGO ARCHIVE 10. CONCLUSION 11. SUGGESTION 12. BIBLOGRAPHY 13. ANNEXURE

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INTRODUCTION Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, s, prizes, product samples, and rebates Sales promotions can be directed at either the customer, sales staff, or distribution channel (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, s, point-ofpurchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion is needed to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as awards and contests.

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OBJECTIVE OF THE STUDY 

To find out the awareness regarding Reebok shoes.



To find out the most important source through which customers came to know about Reebok shoes.



To find out the factors influencing the purchase of Reebok shoes.



To find out the factors influencing the purchase of branded shoes.

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SCOPE OF THE STUDY

 Our group has selected the Indian Footwear (Athletic) as Product Category.  The main multinational players in this industry are Nike, Puma, Fila, adidas & Reebok. Indian players include Action Shoes Ltd., Liberty Footwear Co., and Bata India Ltd.

 This report will mainly consider Reebok and a research on it.  By way of research, we have conducted a consumer survey, as well as spoken to a few retailers of the 3 top brands in the industry.

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COMPANY

PROFILE-

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REEBOK INTRODUCTION

Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. The brand is committed to deg products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

REEBOK'S VISION Fulfilling Potential Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable.

REEBOK'S MISSION Always Challenge and Lead through Creativity At Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

REEBOK'S POSITIONING Celebrate Individuality in Sport and Life Reebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view,

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their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

REEBOK'S PURPOSE To Empower Global Youth to Fulfill their Potential Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human Rights program, was the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

REEBOK'S BRAND TERRITORY Having Fun Staying in Shape Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner allows the consumer to look at sport and lifestyle through our lens of 'Ree.'

Reebok International Limited, a subsidiary of the German sportswear company Adidas, is a producer of athletic footwear, apparel, and accessories. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle. In 1890 in Holcombe Brook, a small village 6 miles north east of Bolton, England, Joseph William Foster was making a living producing regular running shoes when he came up with the idea to create a novelty spiked running shoe. After his ideas progressed he ed with his sons, and founded a shoe company named J.W. Foster and Sons in 1895 In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in England, having found the name in a dictionary won in a race by Joe Foster as a boy; the

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dictionary was South African edition hence the spelling. The company lived up to the J.W. Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979, Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade show and negotiated to sell them in North America.

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Brand ambassador of Reebok shoes

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Reebok Logo Archive Reebok name comes from Africa, the original Reebok logo shows the Union Jack, representing the brand's beginnings in Bolton, England in 1895.

Reebok logo 1895 - 1986 In 1986, Reebok introduced a second icon, known as the vector. This icon was introduced to represent a new era of "performance" product. The design comes from cues on the product known as the "side stripe - cross check".

1986 - 1996 In 1996, Reebok made minor change on their side stripe cross check.

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1996-1998 In 1998, Reebok removed their logotype and used only cross check which was appearing on Reebok products very aesthetic.

1998-2000

In 2000, Reebok removed their logo and used only logotype.

2000-2002

In 2002, logotype was changed and became more modern.

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2002-2004 In 2004, logotype was removed and cross check came back.

2004-2006 To achieve a greater connection to the youth market, in 2001 Reebok introduced a new tier of product - known as Rbk. The success of this branding influenced Reebok to look at its overall branding scheme and determine that the future of the brand would best be represented by this new logo. Rbk was designed by Arnell Group.

2006-2008 At the 50th anniversary of the brand name in 2008, Reebok returned its brand identity from Rbk to Reebok. While Rbk captured a moment in time for the brand, Reebok is timeless and reflects the company's heritage. The new design entails a new font that is modern, yet simple, and incorporates the face of the brand.

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2008-Present

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 PRODUCT PROFILE FOOTWEARS 

Mens sport / Adventure/sandal/thong/lifestyle

ZIGTECH

ZIGENERGY Vision Zig Men’s Sizes 7-12 a. J19494 synthetic/white/pure silver b. J21271 synthetic/black/comet MRP 6,999/-

RUNTONE

RUNTONE ACTION Vision Runtone Men’s Sizes 7-12 a. J19594 synthetic/white/pure silver b. J21271 synthetic/black/comet MRP 6,999/-

MOLDED EVA MIDSOLE RUBBER OUTSOLE

HIKER TRAIL Men’s Sizes 7-12

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a. FW10147 soft black/black b. FW10148 earth/black MRP 3,599/-

MOLDED EVA MIDSOLE RUBBER OUTSOLE

SMASH BACK TRAIL Men’s Sizes 7-12 a. FW10143 black b. FW10144 navy MRP 2,799/-

PLATOON Unisex Sizes 6-12 Men’s Sizes 7-12 a. I13983 medium grey/black b. FW10582 ath navy/black/old gold MRP 999/.……….These are the few new technologies of the Reebok brand....………

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 FOOTWEARS 

Womens sport / Easytone /sandal/thong/lifestyle ZIGTECH

ZIGENERGY VISION-ZIG Women’s Sizes 6T-9T a. J22604 synthetic/white/rose red b. J22605 synthetic/black/brazenberry MRP 6,999/-

EASYTONE

EASYTONE GO OUTSIDE II EASYTONE Women’s Sizes 6T-9T a. J16480 White/pink/ocean blue b.

J18621

black/rose

gold/paperwhite/oyster MRP 4,999/-

PUMP

ON COURT CLASSIC Women’s Sizes 6T-9T

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a. J20743 White/pink/ocean blue b. J20744 black/rose gold/paperwhite MRP 1,099/-

ZIGTECH

ZIGENERGY Vision Zig GS Sizes 1-6 a.J19915 synthetic/white/pure silver b.J19920 synthetic/black/comet MRP 5,599/KIDS

HEXRIDE

HEX EXPRESS Vision Hex GS Sizes 1-6 a.FW10283 team dark royal/silver b.FW10284 white/f.red MRP 2,999/-

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PLATOON-PPG CN GS Sizes 1-6 PS Sizes 9-13 a.FW10333 comet/stella pink MRP 1,299/-

 APPAREL Men’s sport / Lifestyle

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AAMZ0221 – MRP: 699

MPL0356R – MRP: 799

MSH0303-MRP : 699

MTS0311 – MRP:799

MLS0302 – MRP: 699

MSH0302-MRP : 799

MTS0310-MRP-799

MJK0315 – MRP: 999

MSH0301-MRP : 999

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

Women’s sport / Lifestyle

AAWP0142-MRP:1999

AAWP0144-MRP: 2999

MNC1034-MRP:1999

WPL0303-MRP: 1399

AAWP0143-MRP:2999

MNC1088-MRP:1999

AAWP0136-MRP: 1499

ARWP0083-MRP:3499

MNC4799-MRP:999

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REEBOK INDIA COMPANY PERFORMANCE1995In 1995,Reebok started operations in India, exactly 100 years after Foster handmade the first Reebok shoe, through Reebok India company. 

Reebok has an extensive distribution network, reaches out to its target customer through over 105 exclusive Reebok stores, 100 shop in shop outlets and 2500 dealer outlets.



Currently Reebok is a market leader in its segment with a total of 47% market share, with footwear contributing 55% and apparel contributing 45% share in turnover.



Reebok mission is to inspire people to achieve their personal fitness goals by providing global expertise in design, styling and knowhow.

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STATEMENT OF THE PROBLEM

INTENSE SEGMENT RIVALRY The rivalry among existing competitors in the footwear industry is quite high. Large firms such as Nike and Adidas have grown immensely over the last two decades. Their global reach has expanded through all continents; this is attributed to the emergences of the Internet and ecommerce. Online selling has enlarged the reach for these firms allowing them to increase sales while minimizing operating costs. Most individuals in North America have access to high speed Internet and online purchasing has become the new trend for the twenty first century.

THREAT OF NEW ENTRANTS Due to the large scale of both Nike and Adidas, these firms are able to control their costs to retain performance advantage over emerging competitors in the industry. Their web sites are more sophisticated and enticing to browse. The capital injection into web site development is high and must be updated frequently with new promotions and added features to attract online shoppers. Selling footwear online is highly competitive; however, barriers to enter into this ecommerce industry are quite low. The capital requirement for setting up an online shop is comparatively lower than setting up a traditional bricks and mortar establishment. Therefore, the online footwear industry is highly abundant with hundreds of online merchants. THREAT OF SUBSTITUTE PRODUCTS Consumer substitutes for athletic footwear products are low because there are little alternatives to switch, some substitutes for athlete footwear could be boots, sandals, dress shoes or bear feet. Consumers are not likely to substitute due to the performance specification of the product. For Page 22

instance, a basketball player would not wear boots to play basketball. Therefore, there are no real substitutes for athletic footwear. THREAT OF BUYER’S GROWING BARGAINING POWER There are a large number of buyers relative to the number of firms in this industry. Therefore, companies like Nike and Adidas must continuously market their product and differentiate their brands against competitors, in order to increase sales and market share. The use of online tools has helped to enhance the accessibility of s. For example, Nike's "nikeid.com" link allows consumers to customize and design their own footwear by permitting customers to specify the desired colours and the option to personalize the footwear with their name.

THREAT OF SELLER’S GROWING BARGAINING POWER There are many suppliers in this industry. There is very little differentiation among the suppliers, which eliminates suppliers' bargaining power. Leather, rubber, and cotton are commodities available abundantly in the market. Companies such as Nike and Adidas have a definite advantage and power over their suppliers. These suppliers become dependent on these firms for survival. Moreover, Nike and Adidas have standardized their input procedures pertaining to the materials used, their labor force, supplies, services, and logistics. Firms are able to switch between suppliers quickly and cheaply, due to the globalised networks of cheap labour.

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 RESEARCH METHODOLOGY Methodology is the way to systematically solve the research problem. Research methodology just does not deals with research methods but also consider the logic behind the methods. It may be understood as a science of studying how research is done scientifically and systematically. In studying research problem along with the logic behind them it is necessary for the researcher to know the research methods, techniques. He must also clearly understand the producer would apply to the problem given to him. All this means that it is necessary for the researcher to design methodology from problem to problem. Research methodology may be summarized in the following steps – 1.

Defining the research objective.

2.

Preparing the research design.

3.

Implementation of the research design.

1. Research design A complete enumeration of the items in the population is known as census enquiry. It can be presumed that in such as enquiry when all items are covered, no elements of change are left and highest accuracy is obtained. However this type of inquiry involves a great deal of time, money and energy. In sample survey we select only few items from the total population. Results are sufficiency accurate and much lesser time; energy and money is spending in field studies. Hence, it was decided to opt for sample survey. 2. Data collection There are two types of data collection 2.1 Primary data collection – Questionnaire had been prepared to get the response of the people as per guided by the organizational guide. To provide the best end results without any kind of biasness, which can give a brief idea about sampling and would be beneficial for making inferences for tabulations Page 24

and calculations with research instruments? I made a survey through questionnaire as prepared by me. 2.2 Secondary data collection – Secondary data collected by authorized dealer, magazine, internet, pamphlets, etc. 3. Sampling plan Sampling plan consists of sampling unit, sampling size and sampling procedure therefore it is necessary to find out sampling plan if population is 100. Sample Plan Consists of: Sample Plan 

Sampling Design

:

Simple Random Design



Sample Size

:

100



Sample Location

:

Gondia



Descriptive Research design.



TOOLS AND TECHNIQUE OF DATA COLLECTION Data is collected by the help of questionnaire. It was collected in all the hours of the day. And for the analysis the data “PERCENTAGE METHOD” has been used.

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DATA COLLECTION AND INTERPRETATION 1. Age Age

No . of respondent

>19 year

15

20-29 year

70

30-39 year

10

40 year <

5

Age

10%

5%

15%

below 20 year 21-30 year

70%

31-39 year 40 year and above

InterpretationMajority of the respondent i.e. 20-29 year70%

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2. Monthly income Monthly income

No. of respondent

>5,000

5

5,001-10,000

20

10.001-15,000

60

Above 15,001

15

Monthly income

below 5000

5,001-10,000

10,001-15,000

10,001 and above

InterpretationMajority of income group is the 10,001-15,000, 60%

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3. Gender GENDER

NO. OF RESPONDENTS

PERCENTAGE

MALE

72

72%

FEMALE

28

28%

Graph

28% MALE FEMALE

72%

Interpretation:Majority of the respondent’s i.e., 72% are males.

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4. Awareness of the people about Reebok Shoes.

Awareness

No. Of respondents

Yes

Percentage

89

No

89%

11

11%

Awareness

11% yes

89%

no

Interpretation:Majority of the respondent’s i.e., 89% are aware about Reebok shoes.

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5. Influencing Factors Factors

No. Of

Percentage

respondents Quality

52

23%

Durability

15

7%

Price

68

30%

Brand Name

42

18%

Reference opinion

38

15%

Others

15

7%

Influencing Factors 7%

Quality Durability

22%

17%

Price 7%

18% 29%

Brand Name Reference opinion Others

Interpretation: Price is the main influencing factor followed by quality & brand name.

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RESULTS AND DISCUSSIONS

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FINDINGS 

Males are the main customers of Reebok as compared to female. Youngsters are the prime customer of Reebok.



Customer having annual income 2 to 5 lakhs are the main target Market.



There are more occasional customer as compared to regular.



Customers are attracted by signage (reduced price, sales promotion etc.)



Customers are more concern about brand image and price when buying from Reebok.



Most of the customers believe that Puma can be a substitute of Reebok.



Moreover, in of genders response it was found that women were more influenced by signages as compared to men in making their purchase decisions.



Non-working women were the ones who were much influenced by signages.



The degree of attractiveness of different elements in decreasing order is Display>Store Front>Lighting>Interior Design>Music>Color

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SWOT ANALYSIS STRENGTHS

1. First movers advantage in e-commerce.

WEAKNESSES

1. Negative image portrayed by poor

2. Brand recognition and reputation.

working conditions in its overseas

3. Diversity in products offered on the

factories.

web. (footwear, apparel, sporting

2. E-commerce is limited to USA.

equipment etc).

3. Online customer service not “helpful”

4. Strong control over its own distribution channel. 5. Innovative designs in footwear

or easy to find. 4. The direct sale to consumers is creating conflicts with its own resellers.

enabling consumers to design their own shoes online. 6. Secondary websites (eg., soccerevolution.com)

OPPORTUNITIES 1. Increased demand in the industry for products available online. 2. E-commerce will reduce the cost of goods sold. 3. Expand e-commerce to global markets. 4. Possibility of outsourcing web

THREATS 1. Increase in price of providing technological solutions (e-commerce). 2. Strong competition from some of its major challengers in all branches of the business. 3. Negative image created by the

development and e-commerce to a third

sponsored athletes (i.e. Kobe Bryant

party developer.

and his sexual assault case).

5. Expand e-commerce to global markets 6. Growing reputation in non-basketball

4. Possibility of distress from growing beyond its capabilities.

sports will boost e-business.

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LIMITATION OF THE STUDY The marketing researcher has to face certain difficulties while he carries out the research work. He knows the limitation beforehand, uncontrollable and others are controllable. Some important limitations, which are faced by researchers as follows: 5.1 Sample size: Due to vast area the consumers sample size restricted to 100 only. 5.2 Limitation of response: The response given to the researchers were not always accurate since satisfaction is qualitative indicator the respondents regarding their understanding of satisfaction. 5.3 Limitation of bias: Generally respondents are based to the question raised, thus the result of research will have error and the very purpose of marketing research is lost. Therefore took utmost care while dealing with respondents. 5.4 Limitation of human behavior: Marketing researches studies the behavior who are rational. Very often, they do not express their feeling correctly what they think. In such cases their habitual, practice, preferences cannot be assessed correctly.

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CONCLUSION  Majority of the customers i.e.(89%) are aware about Reebok shoes.  Friends i.e.(74%)is the most important source through which customers came to know about Reebok shoes.

 Price i.e.(30%) & quality i.e.(23%)are the factors which influence the customers to purchase Reebok shoes.

 Reebok i.e.(76%) is the most preferred brand of sports shoes in Gondia city city

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SUGGESTION 

There are still efforts are needed to make people aware about Reebok shoes.



Reebok Company must provide after sale service to their customers.



Companies shall introduce or increase the range of their product in respect of price so that a lower middle class people may also afford to have Reebok shoes.

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BIBLIOGRAPHY : Marketing Management - Philip Kotler Research Methodology - C.R.Kothari Marketing Research – Dr. D.D.Sharma Fundamental of Marketing – William J.Stanson,Michael J. Etzd

WEBLIOGRAPHY : http://en.wikipedia.org/wiki/Reebok www.kicksneakershoes.com http://www.mouthshut.com/review/old-recent-reviews.php http://www.reebok.com http://www.idoub.com

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Questionnaires Dear Sir/Madam, We are conducting a survey entitled ““Sales, Brand Image & Service Effectiveness in reference to Reebok”” which is part of my academic curriculum. I need your help in this study. Kindly provide me your valuable opinion by filling this questionnaire. The information obtained by this questionnaire will be kept strictly confidential and will be used for academic purpose. 1. AGE



>20 year

[ ]



30-39 year

[ ]



21-29 year

[ ]



40 year <

[ ]

[ ]



Female

[ ]

[ ]



Unmarried

[ ]

[ ]



t family

[ ]

ii. Graduate

[ ]

2. GENDER 

Male

3. MARITAL STATUS 

Married

4. NATURE OF FAMILY 

Nuclear family

1. Educational Qualification: i. HSC

[ ]

iii. Post Graduate

[ ]

iv Others (Specify)_____________.

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2. Employment Status: i. Employed iii. Unemployed

[ ]

ii. Business

[ ]

[ ]

IV. Student

[ ]

v. other (specify)

3. Monthly Income: 

>5,000

[ ]



5,000 – 10,000

[ ]



10,000 – 15,000

[ ]



15,000 <

[ ]

5. Are you aware about Branded shoes? i. Yes

[ ]

ii. No

[ ]

6. If Yes, What are the brands? i. Adidas

[ ]

ii. Nike

ii. Reebok [ ]

[ ]

iv. Lee Cooper

[ ]

v. Others (Specify)___________________ 7. What are the sources through which you came to know about Branded Shoes? i. ment iii. Relatives

[ ]

ii. Company Outlet

[ ]

iv. Friends

[ ] [ ]

v. Other (Specify)____________________. 8. Do you have Branded Shoe? i. Yes

[ ]

ii. No

[ ]

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a. If Yes, When did you purchase it? Specify _______________________________________. b. Which brand of Shoe do you have? Specify _______________________________________. 9. How did you Purchase the Shoe? i. By Cash

[ ]

ii. By Gift

[ ]

iii Others (Specify)___________ 10. What are the factors that influence you to purchase Branded Shoe? i. Quality of service iii. Price

[ ]

ii. Durability [ ]

iv. Brand Name

[ ] [ ]

v. Others (Specify)_____________ 11. What do you think about the quality of your shoe? i. Excellent iii. Satisfactory

[ ] [ ]

ii. Good

[ ]

IV

[ ]

Poor

12. Would you suggest others to purchase the brand of Shoe which you have purchased? i. Yes

[ ]

ii. No

[ ]

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