Group Members

1:Shruti Chavan –(05)

2:Pratik Shah-(39)

3:Miral Vadhan-(56)

INDEX

Sr No.

Title

1 Introduction2 Apparel3 Reebok History4 The New Year Wise Evoluion Of Reebok Brand5 Reebok Vision-Mission6 Contents7 Human Rights And Production Details8 Endorsement9 Reebok In MNC10 Marketing11 Competitors In Market Against Reebok12 Recommendation13 Conclusion14 Biblography

Introduction:

A subsidiary of German sportswear giant name Adidas, is a producer of athletic footwear, apparel, and accessories.

Started in 1890 with the name of J.W.Fooster and sons.

In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company as “Reebok” in England.

In 1979, Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at aninternational trade show and negotiated to sell them in North America.

Apparel

Factories in 45 countries.

Most (52%) of Reebok's apparel sold in the United States is produced in Asia, with the rest coming from countries in the Caribbean, NorthAmerica, Africa and the MiddleEast.

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, their individual style and their remarkable talents and accomplishments.

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, were 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 thebrand that will help underprivileged, undeserved youth around the world to fulfill their potential and live healthy, active lives.

REEBOK HISTORY

1890-1930's

J.W. Foster and Spikes of Fire Reebok's United Kingdom is based on its ancestor company which was founded for one of the best reasons ie: athletes in which one can run faster. So, in the 1890s, Joseph William Foster made some of the first known running shoes with spikes in them. By 1895, he was in business making shoes by hand for top runners; and before long his fledgling company, J.W. Foster and Sons, developed an international clientele of distinguished athletes. The family-owned business proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots of Fire."

1950-1980

A Gazelle Named Reebok, A Company on the Move In 1958, two of the founder's grandsons started a companion company that came to be known as “Reebok”, named for an African gazelle. In 1979, Paul Fireman, a partner in an outdoor sporting goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that year. At $60, they were the most expensive running shoes on the market.

1980's

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe for a hot new fitness exercise called “Aerobic Dance”. The shoe was called the ‘Freestyle™’, and with it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: The aerobic exercise movement, which influx the women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. Explosive growth followed, which Reebok fueled with new product categories, making Reebok an industry leader.

THE NEW YEAR WISE EVOLUTION OF “REEBOK” BRAND

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock symbol is NYSE: RBK). A year later, Reebok made its first strategic acquisition, The Rockport Company. Rockport was a pioneer in using advanced materials and technologies in traditional shoes and the first company to engineer walking comfort in all types of dress and casual shoes. In the late 1980s, Reebok began an aggressive expansion into overseas markets and Reebok products are now available in more than 170 countries and are sold through a network of independent and Reebok-owned distributors.

Creating innovative products that generate excitement in the marketplace has been a central corporate strategy ever since Reebok introduced the Freestyle. In the late 1980s, a particularly productive period began with The Pump® technology and continues today, with breakthrough concepts and technologies for numerous sports and fitness activities.

1990's

In 1992, Reebok began a transition from a company identified principally with fitness and exercise to one equally involved in sports by creating several new footwear and apparel products for football, baseball, soccer, track and field and other sports. That same year, Reebok began its partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection. In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of the world’s most talented, exciting and cutting-edge athletes. Since then, the company has focused on those athletes who represent the top echelon of sports and fitness.

2000

In 2000, Reebok and the National Football League announced an exclusive partnership that serves as a foundation of the NFL’s consumer products business. The NFL granted a long-term exclusive license to Reebok beginning in the 2002 NFL season to manufacture, market and sell NFL licensed merchandise for all 32 NFL teams. The license includes on-field uniforms, sideline apparel, practice apparel and an NFL-branded footwear and apparel collection.

2001

In 2001, Reebok formed a long-term strategic partnership with the National Basketball Association under which Reebok designs, manufactures, sells and markets licensed merchandise for the NBA, the Women’s National Basketball Association (WNBA) and the National Basketball Development League (NBDL), the NBA’s minor league. Reebok secured the exclusive rights to supply and market all on-court apparel, including uniforms, shooting shirts, warm-ups, authentic and replica jerseys and practice gear for all NBA, WNBA and NBDL teams. Reebok also had exclusive rights, with limited exceptions, to design, manufacture, market and sell headwear, T-shirts, fleece and other apparel products for all teams in most channels of distributions. In 2006, Reebok transferred the NBA rights to the adidas Brand.

2002

In 2002, Reebok launched Rbk – a collection of street-inspired footwear and apparel hook-ups designed for the young man and woman who demand and expect the style of their gear to reflect the attitude of their lives: cool and edgy, authentic and aspirational. Inspired by street fashion, Rbk’s marketing is culturally relevant as well. With many of the industry’s most marketable and valuable sports assets on its roster, Reebok rolled-out an integrated marketing campaign that fused together sports, music, technology and entertainment, and was designed to connect the Reebok Brand to millions of new consumers around the world. The global marketing campaign was launched in early 2002 and featured select Reebok athletes paired with some of the music industry’s most successful hip-hop and rap artists. Reebok tapped into something the industry had not yet seen, and became a pioneer in the fusion of sports, music and technology.

2003

2003 was a landmark year for Rbk. Reebok formed an unprecedented partnership with rap musician Jay-Z, which included the design and marketing of the "S. Carter Collection by Rbk," which launched in April. With the partnership, Jay-Z became the first non-athlete to have a signature athletic footwear collection. The launch of Jay Z’s first shoe was extremely successful around the world. Later that year, Reebok teamed up with

another superstar of the rap world, 50 Cent. The result was the equally successful “G Unit Collection by Rbk.”

2004

In 2004, Reebok became the world’s leading producer of hockey apparel and equipment with its acquisition of The Hockey Company. The Hockey Company’s brands, CCM, Koho and Jofa, are among the most respected in the sport. Reebok has a long-term licensing agreement with the National Hockey League, under which the company serves as the supplier of authentic “on-ice” game jerseys to all 30 NHL teams. It also has the exclusive worldwide rights to manufacture and market authentic, replica and practice jerseys using the names and logos of the NHL and its teams. Reebok also has exclusive agreements with the Canadian Hockey League, the American Hockey League and the East Coast Hockey League.

2005

In early 2005, Reebok launched Rbk Hockey, a new and innovative line of ultra-high performance hockey equipment, sticks and skates and signed hockey phenom Sidney Crosby, who has lived up to his billing as the league’s next great player. In two short years, Rbk Hockey has become one of the most visible and in-demand hockey brands on the market.

In 2005, Reebok launched its largest global integrated marketing and advertising campaign in nearly a decade. "I Am What I Am" is a multi-faceted campaign which links all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured in the campaign include music icons 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.

2006

In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide sporting goods industry landscape. Shortly after the close of the acquisition, Reebok

Chairman and CEO Paul Fireman announced he was leaving the company to pursue other interests, and Paul Harrington was named President and CEO of the Reebok brand. Today, the adidas Group, which includes the adidas, Reebok, TaylorMade-adidas Golf and Rockport brands is a global leader in the sporting goods industry and offers a broad portfolio of products. Products from the adidas Group are available in virtually every country of the world. Activities of the company and its more than 80 subsidiaries are directed from the Group's headquarters in Herzogenaurach, Germany.

2007

Reebok launched Run Easy, one of the most comprehensive running campaigns in the brand’s history. The goal of the campaign was to inspire consumers around the world to fulfill their potential and celebrate their individuality. The message of the campaign was that while many other brands speak about the "blood, sweat and tears" of running, Reebok celebrated the camaraderie, joy and fun of running – Run Easy. In addition, Reebok's partnership with the National Hockey League took center stage with the unveiling the Rbk Edge Uniform System, a complete, team-wide redesign and re-engineering of the NHL uniform, and the opening of the NHL Powered by Rbk retail store in New York City. Reebok also launched its "There are Two People in Everyone" marketing campaign for the second half of 2007 in select regions. The global marketing campaign highlights Reebok’s unique brand point of view of celebrating the individual’s balance between sport and life. The campaign, featuring international sport stars such as Allen Iverson, Yao Ming, MS Dohni and Nicole Vaidisova, declared that there is more to an athlete than his or her sport.

2008

Reebok’s global marketing campaign, ‘Your Move’ launched in March of 2008 and evolved Reebok’s positioning as the brand that celebrates individuality and supports those who choose to do things their way. Expressed as a global brand campaign, ‘Your Move’ was an invitation to people to do it their way in sport and in life. The ‘what’s your move?’ ad was a literal expression of this philosophy: key assets including Thierry Henry and Alexander Ovechkin showed us their moves and invited consumers to show us theirs.

In the summer of 2008, Reebok and driving ace Lewis Hamilton announced a multi-year

partnership at a spectacular 3-D event in Amsterdam, home of Reebok’s European Headquarters. At the event, Reebok unveiled “The Athlete within the Driver,” gave media a rare insight into Hamilton’s demanding fitness regime. Hamilton revealed how Reebok’s Smoothfit training footwear and apparel range helped him to train better than ever before.

2009

In February 2009, Reebok launched the Jukari Fit to Fly workout, the first in a series of initiatives to come out of a new, long-term partnership with Cirque du Soleil. Jukari Fit to Fly makes fitness fun again by introducing a new way to move. The workout has been created on a specially-designed piece of equipment called the FlySet. The result is a workout that gives the sensation of flying while strengthening and lengthening the body through cardio, strength, balance and core training. Also in 2009, Reebok made a pledge to tone the butts and legs of women around the world with its innovative EasyTone footwear. Featuring first-of-its-kind balance pod technology, the shoe generates incredible results thanks to proprietary technology invented by a former NASA engineer.

ABOUT US

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 designing 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 challenging and lead through CreativityAt 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 LifeReebok 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, 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 International Limited, a subsidiary of the German sportswear company Adidas, is a producer of Athletic shoes, apparel, and accessories. It is a private organization. The name comes from the Afrikaans spelling of reebok, 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 joined with his sons, and founded a shoe company named J.W. Foster and Sons in 1895.[2]

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 dictionary was South African edition hence the spelling.[3] 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.[2]

'The CEO of Reebok ' The Chairman and CEO of Reebok was Paul Fireman. He was the one to introduce the Freestyle in 1980 he was the founder and innovator of Reebok. He left his position in 2006 and sold Reebok to Adidas for $3.8 billion. Paul Harrington took his place in April for two years. In March 2008 Uli Becker became CEO of Reebok.. He is now responsible for Reebok brands business around the world, and he reports to the chairman and CEO of the Adidas group. The top 3 CEO connections are Mr. John Warren who is the chief financial officer and general manager of sports licensed division, Mr. Terry R. Pillow senior vice president, and Mr. Rick Paterno senior Vice President. The top five shareholders are Bardwil Industries Inc, Dr. Martens Airwair USA, llc, Native Intimates Ltd., Welspun USA, Ins., Alpha Mills Corporation. Its headquarters are in Canton, Massachusetts, U.S.A. its regional offices are in Amsterdam, Montreal, Hong Kong, and Mexico City.

Contents

• 1 Human rights and production details • 2 Endorsements

o 2.1 Freestyle and Ex-O-Fit success o 2.2 North America o 2.3 CCM o 2.4 Europe o 2.5 Australia o 2.6 India o 2.7 Outside sport

• 3 Sponsorships o 3.1 American football

3.1.1 Teams 3.1.2 Players

o 3.2 Australian football 3.2.1 Teams

o 3.3 Baseball 3.3.1 Teams

o 3.4 Basketball 3.4.1 Players

o 3.5 Boxing 3.5.1 Boxers

o 3.6 Cricket 3.6.1 National teams 3.6.2 Club teams 3.6.3 Players

o 3.7 Football club teams 3.7.1 Africa 3.7.2 Americas 3.7.3 Asia 3.7.4 Europe 3.7.5 Oceania

o 3.8 Football players o 3.9 Formula One o 3.10 Ice Hockey

o 3.11 Lacrosse o 3.12 Rugby League o 3.13 Rugby Union o 3.14 Track and Field o 3.15 Other sportsmen sponsored o 3.16 Former sponsorships

3.16.1 Basketball 3.16.2 Colleges 3.16.3 Football national teams 3.16.4 Football club teams 3.16.5 Rugby union teams

o 3.17 Tennis • 4 Recent news • 5 See also • 6 References

7 External links

PRODUCTS

Human Rights And Production Details

Reebok world headquarters in Canton

In the past, Reebok had an association with outsourcing through sweatshops, but today it claims it is committed to human rights. In April 2004, Reebok's footwear division became the first company to be accredited by the Fair Labor Association. In 2004, Reebok also became a founding member of the Fair Factories Clearinghouse, a non-profit organization dedicated to improving worker conditions across the apparel industry.

Supplier information, according to the Reebok website as of May 2007:

"Footwear Reebok uses footwear factories in 14 countries. Most factories making Reebok footwear are based in Asia — primarily China (accounting for 51% of total footwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated, with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers.

"Apparel Reebok has factories in 45 countries. The process of purchasing products from suppliers is organized by region. Most (52%) of Reebok's apparel sold in the United

States is produced in Asia, with the rest coming from countries in the Caribbean, North America, Africa and the Middle East. Apparel sold in Europe is typically sourced from Asia and Europe. Apparel sold in the Asia Pacific region is typically produced by Asian-based manufacturers.

Endorsements

Freestyle and Ex-O-Fit success

Reebok EX-O-FIT Original Years 80´s

1985 Freestyle and Ex-O-Fit hi-tops advertisement Reebok surged in popularity in 1982 after the introduction of the Freestyle athletic shoe, which was specifically designed for women and came out when the aerobics fitness craze started. Not only was the Reebok Freestyle popular as athletic wear, but also on the streets as casual wear because of its comfort and styling. As a result the Freestyle became an icon of the 1980s fashion scene with hi-top versions (including two velcro straps at the top) and colors including white, black, red, yellow, and blue. Reebok continues to produce the Freestyle to this day as it is popular with cheerleading, aerobic dancing, the gym, and other consumers.

Following the height of the Freestyle success, Reebok also introduced a popular athletic shoe for men, called the Ex-O-Fit. Similar to the Freestyle, it came in low-top and hi-top versions; however, unlike the Freestyle hi-top with two velcro closure straps, the Ex-O-Fit only had one strap. One of the designers of this early footwear was the founder's son, David Foster. .

North America

The company holds exclusive rights to manufacture and market both authentic and replica uniform jerseys and sideline apparel of the teams of the National Football League (NFL) since 2002 (marketed as NFL Equipment), the Canadian Football League (CFL) since 2004, and is the official shoe supplier to the NFL and Major League Baseball (MLB).

The company also holds sponsorships with Brazilian clubs Cruzeiro, Internacional, and São Paulo FC; and German club FC Köln for the 2008–09 season. Reebok will stop sponsoring Mexican club C.D. Guadalajara before the Apertura 2011 season. Parent Company Adidas will take over as sponsor.

CCM

Logo of Sidney Crosby Rbk SC87 line by Reebok

In addition, Reebok acquired official National Hockey League (NHL) sponsor CCM in 2004, and is now manufacturing ice hockey equipment under the CCM and Reebok brands, and has signed popular young stars Sidney Crosby and Alexander Ovechkin to endorsement deals (Crosby for Reebok, Ovechkin for CCM). Reebok has phased out the CCM name on NHL authentic and replica jerseys in recent years, using the Reebok logo since 2005. However, recently Reebok has been making vintage jerseys (like the 1967 Toronto Maple Leafs blue jerseys shown here under the CCM name.

Reebok is also endorsed by Lewis Hamilton, Allen Iverson, Yao Ming, Carolina Klüft, Amélie Mauresmo, Nicole Vaidišová, Shahar Pe'er, Ivy, Thierry Henry, Vince Young, Iker Casillas, Ryan Giggs, Andriy Shevchenko, and Amir Khan.

Europe

The Reebok Stadium in Horwich, Bolton

The company maintains its relationship with its origins in the UK through a long-term sponsorship deal with Bolton Wanderers, a Premier League football club. When the team moved to a brand new ground in the late-1990s, their new home was named the Reebok Stadium. Several other English clubs had Reebok sponsorship deals up until the purchase by Adidas, but most have since switched to either the parent brand (which has a long history in football) or another company altogether.

In rugby union, Reebok sponsored the Wales national team until late 2008, who won the Grand Slam in the Six Nations Championship in that year, and the Tasman Makos in New Zealand's domestic competition, the Air New Zealand Cup.

In 2006, FC Barcelona and France striker Thierry Henry (then playing for Arsenal) signed a deal to join the "I Am What I Am" campaign on 1 August 2006. Ryan Giggs has also done "I Am What I Am" commercials. Also, on 1 August, Andriy Shevchenko started his endorsement deal with the company.[5]

Australia

In 2005, Reebok also signed an exclusive agreement to design and supply all eight team home and away strips for the new Australian A-League competition. Although not an expensive deal, this partnership is paying dividends for Reebok, due to the growing popularity of football and the league in the area. An estimated 125,000 jerseys have been sold in Australia, a record for a single league's sales in a year for a sports manufacturer.[6]

Reebok sponsors four teams in the Australian Football League, those being the Gold Coast Suns, the Melbourne Football Club, the Port Adelaide Football Club and the Richmond Football Club. Reebok sponsors the St George Illawarra Dragons in the NRL

Reebok advertisement in Basel

India

Reebok sponsored kits for Indian Premier League teams, such as the Royal Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals and Chennai Super Kings in the first edition of the league held in 2008. However, for the second edition held in 2009, the sponsorships included Royal Challengers Bangalore, Kolkata Knight Riders, Chennai Super Kings, Kings XI Punjab kits.

Outside sport

Rapper Jay-Z became the first non-athlete to get a signature shoe from Reebok. The "S. Carter Collection by Rbk" was launched on 21 November 2003 and the S. Carter sneaker became the fastest-selling shoe in the company's history.[7] Later, Reebok made a deal with rapper 50 Cent to release a line of G-Unit sneakers and artists like Nelly and Miri Ben-Ari have become spokespersons for the company. Scarlett Hearts, an Rbk Lifestyle Collection. Reebok also produce shoes for Emporio Armani under the label EA7. These shoes are marketed to the high-end fashion market.

Reebok Is MNC

Reebok is MNC ,having good chain of stores.I am wearing Reebok Product for over 2 decads ,for the 1st time in last 20 years found manufacturing problem with the upper of shoe. I purchase the product at fag end of January 2010 from Reebok Store in Emiance Mall in Gurgaon wher I went to meet a friend of mine working at Tommy Hilfigure.In May I happened to be in Banglore on a meeting ,went to see the friend at Forum Mall ,we visited Reebok Store showed the Shoes I was wearing ,Sales Executive accepted the company manufacturing defect and told us to leave the pair,so that claim is put forward ,I told hime that I am an outsider & leaving for Punjab next day ,he adviced to give at any centre near by.I purchased another Pair from the Banglore store.On reaching Jalandhar I approched Model Town (only Reebok store) but it was Frachise Network ,refused to hear me,saying: "Sorry you have not purchased from us,this item has no inventory of Company billing,moreover you have not retained the bill hence we can not do any thing"Its a matter of great concern that such branded products franchies do not care for their patrons grivences/complaints,Donot have customer care business ethics.Now please let me know what should I do ,where should I go ,whom should I contact.Spend thousands of Reupees & get tension able care from MNC's.

Marketing

In this decade, Reebok will Reedefine sport and style to bring back the fun and joy. "Ree" is simple, unique and 100% ownable to Reebok. It unifies us in everything we do through our products, our marketing and our people. Reethink. Reesport. Reejoy. Reebok

Your Move

The Your Move global marketing campaign, kicked off in 2008 and continues to evolve Reebok's positioning as the brand that celebrates individuality, and supports those who choose to do things their way. The Your Move message is communicated to consumers through an integrated platform which includes: digital, TV, out-of-home, print, and PR.

Through the TV and web advertising, which features Thierry Henry, Jelena Jankovic and Alexander Ovechkin, Reebok invites consumers to watch these athlete’s moves and encourage them to share their moves on reebok.com/yourmove. On the site, additional consumer "moves" are also highlighted. These videos help add dimension to the campaign and serve as inspiration to other consumers to upload their own moves.

Brand Positioning Statement The Brand Positioning StatementThe Brand Positioning Statement The Brand Positioning Statement The Brand Positioning Statement The Brand Positioning Statement The Brand Positioning Statement Discussion in CiteHR.com - 7 Replies - Dated: 05-10-2007

Research insights on Brand extensions Research insights on Brand extensions Academics have studied brand extensions closely. Here is a summary of some of their key research findings. Successful brand extensions occur when the parent is been as having favorable associations and there is a perception of fit between the parent brand and the extension product. There are many bases of fit: product related attributes and benefits as well as nonproduct related attributes and benefits related to common usage situations or user types. Depend... Article On CiteMan.com

Brand Personality & Brand Image What is Brand personality & Brand image? I want to know its answer with good examples. Dear mam As given in kotler Brand personality is the specific mix of human

traits that may be attributed to a particular brand. 5 traits are mentioned. these are 1. Sincerity 2. Excitement 3. competence 4. Sophistication 5. Ruggedness Brand image is Perception and believe of customerconsumers about a particular brand. In my opinion both the term are heavily interrelated brand image is the initial stage it come...

Main requirements for success of brand extension Main requirements for success of brand extension MAIN FOR OF The following basic requirements covering the mother brand and the extensions must be met for brand extension to be successful: a Extension should be in the brand’s area of expertise so that there is scope for leverage. b Benefit Transfer. c There must be consistency between the parent brand and the extensions in customer’s perception. Consistency factor: Consumers must perceive the extended item to be consistent with the m...

High Quality Shoes,Shirts,Bags,Hoodies,Jackets We are specialized in producing various world brand shoes which ranges from Adidas Nike Jordan Air Max Nike Shox Air Force 1 Rift Timberland Nike And One Reebok etc. Our products are mainly exported to America Europe UK Japan and so on. We can supply many shoes with a huge variety of styles and fullranged sizes at favorable price .We can give you the best service. we hope to set up a long term business relationship with you If you are interested in our products please contact with usAll these ...

The Money illusion Have you ever wondered why every shopping site mentioned the price in Dollars even when the target customers were in other countries. Here how the psyche comes to play : Consumers are commonly subject to what economists call ‘the money illusion’ whereby a consumer’s perception of the value of money is influenced by the nominal value of the currency. In other words it’s psychologically easier for an American consumer to buy a widget for one dollar in the US than it is for that same consumer to pu...

Understanding brand equity Understanding brand equity This article is devoted to a discussion on brand equity. The term brand equity is being used to denote a mix of things relating to brand. Brand Equity Defined Brand equity is defined as the unique set of brand assets and liabilities that is linked to a brand. Brand equity is the net result of all the investment and effort that a marketer puts into building a brand. Usership of the brand consumer loyalty towards it its perceived quality positive symbols and favora... Article On CiteMan.com

Brand equity measurement Brand equity measurement Brand Equity: What it is What it does How it is Measured? Brand equity is the outcome of the investment a firm makes in building a brand’s franchise. It is made up of · Number of Users of the brand · Consumer loyalty · Perceived quality · Positive symbols and Favorable associations around the brand. A bundle of all these assets together results in Brand Equity. Brand equity also adds to the bottom line on a longterm basis. For when a brand has high brand equity it ... Article On CiteMan.com

Consumer Behavior

Consumer Behavior In this era of competition understanding the consumer is a necessity for marketers. Consumer needs and preferences are continuously changing given the changes in factors like demographics and lifestyles. These changes can become great business opportunities for alert marketers and threats for marketers who fail to adapt. Consumers acquire consume and dispose off the products and services created by organizations.

COMPETITORS IN MARKETS AGAINST “REEBOK”

Reebok as a well known company has made its market place to such a height, because of these there arise many competitors against it. Many more branded companies like NIKE, FASTTRACK etc and many other try to make their way against such a big companies in a competitive financial markets.

Reebok has made itself so firmed and down to roots that no one has still arised to laid this brand down to any extent.

The professional trainers appointed and casted by the companies are making this brand a leading and a competitive brand in whole of the MNCS Markets which lead to a great prosparity to the company as a whole.

Competitive Profile Matrix (CPM)

Uli Becker, President, Reebok Brand

Uli Becker is president of Reebok International Ltd. Appointed to this position in March 2008; he is responsible for the Reebok brand's business around the world, and reports directly to Herbert Hainer, Chairman and CEO of the adidas Group.

From May 2006 until March 2008, Uli was chief marketing officer for the Reebok brand. In this position, Uli oversaw the Reebok Global Marketing group, which includes product, sports and entertainment marketing, brand marketing and public relations.

Prior to his role as CMO, Uli was the head of global brand marketing for the adidas brand and served as managing director of adidas International B.V. in Amsterdam. At adidas, Uli was responsible for global advertising, media, e-marketing, marketing communications, public relations and research. Under Uli's leadership, adidas became one of the most awarded brands in the creative world. In 2004, adidas launched its new brand thought and attitude, Impossible is nothing, which was met with both consumer and critical acclaim around the globe.

In 2001, Uli was asked to pioneer the adidas Sport style division, based in Portland, OR. In 2002, he returned to Europe to take on the role of head of global brand marketing. From 1998 to 2001, Uli served as head of communications for adidas Germany, overseeing advertising, public relations, marketing communications and retail strategy for the brand.

Uli began his career at ADIDAS in 1990. Early in his career he held various marketing, product and business development roles.

David Baxter, President, Sports Licensed Division

As president of the adidas Group's Sports Licensed Division (formerly OnField), David Baxter is responsible for overseeing all of Reebok's sports licensed products and partnerships with the National Football League and National Hockey League, and adidas' partnerships with the National Basketball Association, Women's National Basketball Association and National Basketball Development League. Under David's leadership, SLD

leverages these League partnerships to significantly enhance both brands and increase their visibility, one of the company's strategic priorities. He reports to both the President of Reebok and CEO of adidas.

David joined Reebok in March 2001 as senior vice president and chief operating officer of OnField. Promoted to president of OnField in October 2002, In 2003, David was named to the position of president of Reebok Apparel

Jim Gabel, President, Reebok North America

Jim Gabel is President, Reebok North America, the brand's largest business unit. Appointed to this position in March 2008, Jim is responsible for all of the region's brand operations, including marketing, product merchandising, sales, finance, operations and owned retail stores. He reports directly to the President and CEO of Reebok International Ltd.

Prior to joining Reebok, Jim was Senior Vice President, adidas America, where he was responsible for all brand operations for adidas and Taylor Made-adidas Golf in Canada and for directing the two largest sales accounts teams within the U.S.

Bill Holmes, Head of Human Resources, Reebok Brand

Bill Holmes is Head of Human Resources for the Reebok brand worldwide. Appointed to this position in January 2006, Bill is responsible for Human Resources support for the Reebok organization as well as aligning the HR management practices with the strategic direction of the company. Among his responsibilities are talent management, organizational development, talent acquisition and employee relations. Bill reports to Uli Becker,

President and CEO of Reebok International Ltd, and Matthias Malessa, Chief Human Resources Officer for the adidas Group.

Since joining Reebok in 1994, Bill has held a variety of Human Resources positions across all business functions and divisions, including Reebok, Rockport, Greg Norman Collection, and the Sports Licensed Division (NFL, NBA, NHL and NCAA). He brings to his role a strong understanding of the Reebok business and a passion for the consumer goods industry.

Katrin Ley is Head of Brand Strategy, Business Development and Women's Sport Business Unit

Katrin is responsible for developing the brand strategy and process that delivers against Reebok's mission and vision. She and her team oversee the areas of Strategic Planning, Consumer Insights and Licensing. Katrin also is in charge of the Business Unit Women's Sport, driving the brand's Women's Sport business across product, brand marketing and the regions. Katrin reports directly to Reebok's President and CEO.

Charlie Maurath , Head of Latin America

As Head of Latin America, Charlie Maurath has overall responsibility for the adidas and Reebok subsidiaries and distributors in Latin America.

Charlie has oversight for Latin America's strategies and objectives to ensure long-term productivity, profitability and growth in each market in Latin America. Charlie was appointed to this position in November 2003 and

added the Reebok business to his role in January 2009.

David Mischler, Head of Reebok Asia Pacific

As head of Reebok Asia Pacific, David Mischler is responsible for the business management of Reebok's Asia Pacific businesses including sales, operations, marketing and retail in the countries in the Asia Pacific geographic region including Japan, Korea, India, China, Hong Kong, Taiwan, Thailand, Singapore, Malaysia, Philippines, Indonesia, Australia, New Zealand and South Africa. David was appointed to this position in February, 2007.

The next 10 years of David's career involved a transition to the world of product creation, first with responsibility for product costing, materials development, and lab management, culminating in a four-year assignment in Asia as director of materials in Pusan, South Korea and then as country manager of Thailand.

Matt O'Toole, Chief Marketing Officer, Reebok Brand

Matt O'Toole is chief marketing officer for the Reebok brand. Appointed to this position in March 2008, Matt oversees the Reebok Global Marketing group, which includes global product, brand marketing and sports and trend marketing. In addition, Matt oversees the Reebok-CCM Hockey business.

Recommendations:

They should collect their accounts receivable sooner to increase the profits.

They should divest their unprofitable divisions that don’t follow their marketing strategies like health and fitness clubs

The firm’s ROI has decreased and that need to manage their new assets better.

They should improve their relations with their largest distributors.

It develop a more detailed plan grow sales.

By changing advertising agencies frequently, Reebok has dug themselves in a marketing hole. To accomplish their current goals they need to produce better marketing campaigns.

CONCLUSIONS:

Henceforth from the above information we ought to know that “REEBOK” is not only a brand but also an international level company working among many MNC’s in a working financial markets

“REEBOK” has not only gave a way to its Brand but also supported various other movements held by the Human Rights and certain unorganised firm programmes.

It has also proved itself in the way or should say path of many Organised and Unorganised Programmes.

References:

• http://finance.yahoo.com• Reebok Annual Reports• Reebok Quarterly Reports • www.rbkindia.com• www.reebok.com • www.bigcharts.com• www.businessweek.com• www.wikkipedia.org