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: Subsidiary of Adidas since 2005

Founded: Bolton, England (1895)Headquarters: Canton, Massachusetts,

U.S., Bolton, EnglandIndustry: Sportswear and Sports GoodsProducts: Footwear, Accessories,

SportswearWebsite: 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

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&feature=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 ???