Reebok’s Gameplan in

India“Have Fun While you Run”

Navpreet SinghVarun BhatiaPalak MadanAnkur Bhatia

$3 bn fitness & sportswear giant

Came in India in 1995

Rs.1.3 bn business in India in 2002

50% market share in sports shoes in India

Near about 15% growth

The “Fitness Brand”

Rbk- Intro

Indian Footwear Market

Middle Class ( approx 10 mn) – Rs.500 to Rs.750

Premium ( 2 mn) – Rs.700 to Rs.1200

Super Premium – Rs.1200 and above

Super Premium – expected market of Rs.2.5 bn

Estimated Annual Growth – 10% to 12%

80:20 joint venture with Phoenix Overseas

Initially 65 types of shoes , and other sports garments in

5 exclusive stores in Delhi & Mumbai

In 1999 , 40 models introduced b/w range of Rs.990 –

Rs.1500

Cricket Shoes Pro & Golf Footwear range was introduced

First Concept store – Planet Reebok

Tie-Up with Bata for retailing footwear

By 2001, Reebok had 65 exclusive stores & 700 shops in

78 cities

Reebok Gymansium set up in Delhi & Bombay

Also organizes certification courses for fitness training

instructors.

Reebok in India

Reebok’s Strategies for Indian Market

Reebo

k

Focus

Diversification

Fundamental

Approach

Brand Visibility

Strategies

Celebrity endorsements like MS Dhoni and Bipasha Basu

Investing 30% in ATL and 70% in BTL activities.

Sponsored 4 teams in IPL Season 1 & 2

Targeting Women

Kids Range

Targeting developing countries

Offering variety of products – Fitness Products & Accessories

Market Share in India

40%

20%

15%

15%

Market Share

ReebokAdidasNike Others

* Only Market where Reebok is No.1Source:Technopak Advisors

Rbk’ Fitness PlatformVision : To enhance fitness

conciousness Till Now………..

Created awareness about fitness among Indians Reebok instructor alliance program (RIA) Set up Reebok gymnasiums in Bangalore & Mumbai Customized fitness apparels for women Range of personal fitness equipment More spending on fitness related events & activities

Road Ahead :

Indian Fitness Industry expected to grow 20-30% annually. Sponsorships in Sports Launching RunTone & TrainTone under EasyTone Collection Coming up with Fit to Fly and Fit to Flex fitness centres soon ReeZig – introducing Zig Technology for men

Competitive Analysis

Adidas• Performance Brand

•Selective Retailing Distribution

• Focus on Brand Visibility

• Targeted Diversification and Segmentation

Nike• Retail Promotion of Brand

• Awareness to be major promotional tool

• Structured Marketing Campaigns

• Creation of Distinctive Identity

Rbk Vs. Adidas Vs. Nike

Adidas moves out of the picture as a major competitor

Nike offering Wide range of Products

Aggressive marketing strategies by Nike with 40-50 models

of footwears & 100 new kinds of apparels every month

Reebok focusing on Fitness products

Opportunities in IndiaLow & Medium Priced RangeRun Easy CampaignsPlethora of opportunities in untapped Ladies & Kids Segment• Lion share around 80% of unorganised players in Ladies &

Kids segment• Tier II and Tier III towns can be potential targets

Estimated growth in the Industry is 12% & estimated to touch Rs,47000cr by 2025 Reebok Fitness Online workout Footwear export is growing at 18% annually Lifestyle brand for 17-35 yrs group

Thank You ….