Transcript Product Strategy The New Media Environment Presented By

Designing Marketing
Campaigns for Brand Equity
Product Strategy
The New Media Environment
Presented By:
08EM-045 - Sumit Agarwal
08EM-040 - Saurab Parasar
08EM-039 - Saurab Arneja
08EM-035 - Ravi Shekhar Agrawal
Focus of the Presentation
 How marketing activities & product strategies
build brand equity?
 How can marketers integrate these activities to
enhance brand awareness?
 Improve the brand image, elicit positive brand
response and increase brand resonance?
 How brand itself can be effectively integrated
into the marketing program to create brand
equity?
Reebok as case !
Reebok - Overview
Type:
Founded:
Headquarters:
Industry:
Products:
Website:
Subsidiary of Adidas since 2005
Bolton, England (1895)
Canton, Massachusetts,
U.S., Bolton, England
Sportswear and Sports Goods
Footwear, Accessories, Sportswear
http://www.reebok.com
Origin Of the Brand
 Joseph William Foster was making a living producing regular
shoes when he came up with the novel idea of a spiked running
shoe.
 He founded a company in 1895, named “J.W. Foster and Sons”
 In 1960, Joe and Jeff Foster renamed the company in England
“Reebok”
 In August 2005, one of the company's largest rivals, Adidas,
announced that it would acquire Reebok for $3.8 billion. The deal
was completed in January 2006.
* Reebok started its operations in India in 1995.
Product Strategy
Product Strategy
The product itself is the primary influence on
what consumer experience with a brand.
Product is at the heart of brand equity.
Innovative in Technology
Since Reebok created the first-ever track and field spike
back in 1895, it has always held innovation as its
paramount global brand value.
 EasyTone : EasyTone activates key leg muscles and
tones them with every step.
 KineticFit : Provides a fit system that accommodates
the changes in size and shape of an feet as it moves.
Innovative in Technology
 HexRide : A cushioning technology created to provide
a cushioned, lightweight ride.
Innovative in Technology
 Xstatic : To create an anti-odor, anti-sweat & anti-cold
 DMX Foam : DMX Foam is a proprietary foam
formulation that delivers a cushioned ride in a longer
lasting, more lively feeling system.
 PlayDry : It is a moisture management system that
helps keep you cooler, dryer and more comfortable.
 DMX Shear, DMX Max, Hexalite, 3D Ultralite,
SmoothFit, PlayShield, PlayWarm
PRODUCT STRATEGY – Brand
Building
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High Perceived Quality
Better Performance
Conformance to meet the specifications
Reliability & Durability
Style & Design
These product characteristics defined quality, and influenced
consumer attitudes and behaviour towards the brand.
Supported by aggressive ad campaigns across years.
Reebok Advertising Campaigns
2003, “Terry Tate: Office Linebacker”
 Fan favourite fictitional character "Terrible Terry Tate"
worked for the fictional company “Fletcher & Son’s,"
promoting proper office etiquette while looking stellar
in Reebok product.
Reebok Advertising Campaigns
2005, “I Am What I Am”
 The campaign encouraged young people to embrace their own
individuality by celebrating their contemporary heroes.
 Very cool because it didn’t just show you a shoe it showed you
and experience. The campaign is people running and ordinary
things look different in a way to inspire the runner to run faster.
 Endorsed by music icins like Jay-Z, Daddy Yankee and 50 Cent;
top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly
Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John
Leguizamo and Christina Ricci; and skateboarder Stevie Williams.
Reebok Advertising Campaigns
Sept, 2007, “There Are Two People in Everyone”
 Highlights Reebok’s unique brand point of view of celebrating an
individual’s balance between sport and life.
 Live through a host of media -innovation in television, retail, out
of home media, print, digital and various other integrations.
 Features some of 2007’s biggest sports icons from around the
world including Cricket standouts Rahul Dravid and MS Dhoni,
football star, basketball all-star, tennis star, Korean pop
sensation, top Japanese model, South American triathlete, martial
artis, etc.
Reebok Advertising Campaigns
2007, Yao's Power
 Reebok and NBA star Yao Ming teamed up today in
Beijin Olympics 2008, this campaign exclusively for
China. Reebok also launched an interactive website
www.reebokyao.com, which is created especially for
Yao’s fans to demonstrate their support.
Reebok Advertising Campaigns
2007, Reebok Nation
 A 30-second local TV spot
 It showcased Reebok's incredible ties to Boston
sports.
 It meant to bring excitement to the Reebok brand.
VIDEO:
http://www.youtube.com/watch?v=1eLoR1VEOlA&feat
ure=related
Reebok Advertising Campaigns
2008, Your Move
 Communicated to consumers through an integrated
platform which includes: digital, TV, out-of-home, print,
PR and web advertising.
 'Your Move' is an invitation for people to express
themselves and to do things in their own unique way in
sports and life.
 Brand ambassadors are Henry, MS Dhoni, Yuvraj
Singh and Bipasha Basu.
The New Media Environment
 We saw from above campaigns that Rebook has
always been in traditional media like TV Commercials,
Posters, Banners, Newspapers, Radio, Magazines..
Etc.
 But, as the media is changing, we can now see how
Rebook has used this for brand building though
various means. Like: website, reality shows, mobile
marketing, movies, paid search on google / yahoo,
buzz marketing, sponsership etc.
Website
Reality Shows
GLORY BOUND! REEBOK PARTNERS WITH ESPN
TO LAUNCH NEW REALITY TV SERIES: “BOUND
FOR GLORY”
A true-life show depicting the daily struggle of the
McKees Rocks, Pennsylvania Montour High School
football team’s attempt to win the championship.
Mobile Marketing
Movies
 Reebok new footwear promotes ‘My Name Is Khan’
 Reebok’s MNIK collection is a fusion of sports and
lifestyle.
 It is targeted at a growing, globally sports and fashion
conscious Indian market.
 The key highlight of the collection is the footwear.
 Winning Stride that Shahrukh Khan’s character,
Rizwan Khan, wears throughout the movie.
Paid search on google / yahoo
Buzz Marketing
 Buzz marketing is a viral marketing
technique that attempts to make each
encounter with a consumer appear to be
a unique, spontaneous personal
exchange of information instead of a
calculated marketing pitch
choreographed by a professional
advertiser.
Sponsorship
 North America - National Football League
(NFL) since 2002, the Canadian Football
League (CFL) since 2004
 Canada Cycle & Motor Co. Ltd. (CCM) National Hockey League (NHL) in 2004
 Europe - European soccer clubs, Liverpool
Sponsorship
 Australia - Australian A-League Football
competition
 India – Indian Premier League, since
2008
 International Cricket - official sponsor of
ICC in 2007
Social Networking : GoRunEasy
Reebok introduced a promotional social network for
runners, encouraging them to “run at the speed of
chat”.
Social Networking : GoRunEasy
 Runners can participate in this social network
by creating a profile.
 Add Flickr photos of themselves running.
 Share their favorite running playlists.
 Join groups of other runners.
 Use Google Maps to create your own run.
 Goruneasy is integrated with the Reebok’s
main site, so there’s no problem finding a
place to buy new shoes.
Recap
 Integration of products, technology with marketing
activities
 Marketing Communications as the voice of
brand to establish a dialogue and build
relationship with consumers.
 Add elements to brand equity through different
marketing campaigns
 Use of new media environment for brand building
THANK TOU !!!
Questions ???