Advertising and Reebok Assignment

Advertising and Reebok Assignment Words: 3557

Rebook International, a subsidiary of Aids quite successfully communicated its brand among the people. Its has created a mark in the market and has a good hold on it. Rebook India is also successful. Overview of the Sector The footwear sector is a diverse industry which covers a wide variety of materials (textile, plastics, rubber and leather) and products from different types of men’s, women’s and children ‘s footwear to more specialized products like snowboard boots and protective founder. This diversity of end products corresponds to a multitude of industrial processes, enterprises and arrest structures.

The footwear market consists of the total revenue generated through the sale of all types of men’s, women’s and children’s shoes. The market is valued at retail selling price with any currency conversions calculated using constant 2007 annual average exchange rates. The Indian Footwear Industry The Indian footwear market has seen very healthy increases in its growth over the past five years, although it was outperformed by the larger Chinese market during this period. Its value and volume are set to increase at a with double-digit annual growth rates over the forecast period.

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The Indian footwear industry is a significant segment of the leather industry in India. It ranks second among the footwear producing countries next to China. It produces more of gents’ footwear while the world’s major production is in ladies foot. Rear. The industry is labor intensive and is concentrated in the small and cottage industry sectors. While leather shoes and uppers are concentrated in large scale units, the sandals and chapels are produced in the household and cottage sector. In the case of chapels and sandals, use of non-leather material is prevalent in the domestic market.

The major production centers of India are Achaean, Rainier, and Amber in Tamil Undue, Iambi in Maharajahs, Kanata in U. P. ,Callaghan in Punjab, Agar and Delhi. The following table indicates concentration of units in various parts of the country The Indian footwear industry is provided with institutional infrastructure support through premier institutions like Central Leather Research Institute, Achaean, Footwear Design & Development Institute, Oneida, National Institute of Fashion Technology, New Delhi, etc in the areas of technological development, design and product development and human source development.

The availability of abundant raw material baser large domestic market and the opportunity to cater to world markets makes India an attractive destination for technology and investments. The Indian footwear retail market is expected to grow at CARR of over 20% for the periods spanning from 2008 to 201 1 . Footwear is expected to comprise about 60% of the total leather exports by 2011 from over 38% in 2006-2007. Presently, the Indian offјear market is dominated by Men’s footwear market that accounts for nearly 58% of the total Indian footwear retail market.

By rodents, the Indian footwear market is dominated by casual footwear market that makes up for nearly two-third of the total footwear retail market. The Indian footwear market scores over other footwear markets as it gives benefits like low cost of production, abundant raw material, and has huge consumption market. The annual domestic consumption of shoes in India is 1. 1 billion pairs and it is estimated that the footwear market is around RSI 10, 000 core and will grow at 10% pa, this offers great opportunities for a company like Bat to expand.

NC Brands Sold in India are sold Aids, Alto, Belly, Clacks, Coco, Fooleries, Bergamot, Hush puppies, Lee cooper, Lloyd, Marks ; Spencer, Nikkei, Nine West, New Balance, Rebook, Rockford, Stacy Adams, Levi Strauss , Lee Cooper, Puma, Bat. Indian Brands sold in India are Red Tape, Liberty, Sadism, Alaskan, Metro, Action, Prorogue, ID, M;B Footwear, Faring Rebook: Rebook India commands a 51 % market share in the premium sportswear industry in the RSI 2000-core premium sportswear market.. It plans to increase the store count from the existing 500 to over 600 before 2008.

Rebook reaches out to its target customers through its 500 exclusive Rebook Stores, 200 Shop in the shop outlets ; 2500 dealer outlets. The company has plan to tap tier II and Tier Ill cities. Rebook is planning to add 55 new lifestyle stores by the end of this year. It offers different segments for both men and women like sports and fitness footwear, apparel, accessories, fitness equipment and the lifestyle section. The Global Footwear Industry The global footwear market grew by 4. 1% in 2008 to reach a value of $208. 4 billion. In 2013, the market is forecast to have a value of $272. Billion, an increase of 30. 7% since 2008. The market grew by 4. % in 2008 to reach a volume of 1 1. 6 billion pairs. In 201 3, the market is forecast to have a volume of 15. 1 billion pairs, an increase of 30. 2% since 2008. Europe is the largest footwear market, accounting for 42. 3% of the global value. The global footwear market consists of the total revenues generated through the sale Of all types of men’s, women’s and children’s shoes. The market is valued at retail selling price with any currency conversions calculated using constant 2007 annual average exchange rates.

Rebook International, a subsidiary of Aids, is engaged in the design, racketing and distribution of sports, fitness and casual footwear, apparel and equipment. The company primarily operates in North America, Europe and Asia Pacific. The company recorded revenues of E,333 million in the fiscal year ended December 2007, a decrease of 57% over 2006. The operating profit of the company was IEEE million in the fiscal year 2007, an increase of 26. 7% over 2006.. According to 2004 figures by the Sporting Goods Manufacturers Association International, Nikkei had about 36%, Aids 8. % and Rebook 12. 2% market share in the athletic-footwear market in the U. S. Introduction Company Background Headquartered in the US, Rebook is worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Rebook, Rockford, CM, Sofa, Coho and Greg Norman brands. Rebook announced in August 2005 that it would be merging with Aids. Rebook 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. Rebook India Rebook started its operations in India in 1995. Headed by Managing Director Mr.. Subtended Sings Prep, Rebook India has a pan-India presence with branch offices in Iambi, Kola and Bangor and ranks at the top amongst international footwear companies in India. The Company’s brand vision is fulfilling potential, its mission – Always challenge and lead through creativity.

Rebooks brand values are authentic, individualistic, courageous, empowering, innovative and real. Rebook has introduced its internationally acclaimed fitness programs in India, conducted under the banner of Rebook Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. Rebook has trained and certified more then 800 trainers till now. Rebook India commands a 54% market share in the premium sportswear industry according to the calendar year December 2008. Its revenue has touched 1400 Scores (at retail price) in 2008.

It plans to increase the store count from the existing 500 to over 600 before 2007. Rebook reaches out to its target customers through its 500 exclusive Rebook Stores, 200 Shop in the shop outlets & 2500 dealer outlets. Rebook has the single largest store in Hydrated. Rebook International Ltd. Rebook International Ltd. , headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Rebook, Rockford, CM, SOFA, COHO and Greg Norman Brands.

Sales for 2004 totaled approximately $3. 8 billion. According to the Rebook website as on May 2007, Footwear Rebook uses footwear factories in 14 countries. Most factories making Rebook footwear are based in Asia ?? primarily China (accounting for 51% of total outwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated, with 88% of Rebook footwear manufactured in 1 1 factories, employing over 75,000 workers. Apparel Rebook has factories in 45 countries. The process of purchasing products from suppliers is organized by region.

Most (52%) of Rebooks 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 y Asian-based manufacturers. Corporate Goals Rebooks Vision Rebook 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, Rebook has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought urn-reachable. Rebooks Mission At Rebook, we see the world a little differently and throughout our history eve made our mark when we’ve had the courage to challenge convention. Rebook creates products and marketing programs that reflect the brand’s unlimited creative potential.

Rebooks Purpose Empower Global Youth to Fulfill their Potential Commitment to Corporate Responsibility is an important legacy and hallmark of the Rebook brand. For two decades, Human Rights, through the Rebook Human Rights program, were the primary focus of this effort. Rebook has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will elf underprivileged, undeserved youth around the world fulfill their potential and live healthy, active lives.

I Top of Form I Bottom of Form I Rebook Is for Real Rebook 4 Real is our Corporate Citizenship platform and encompasses four key areas: Philanthropy, Programming, Partnerships and Sustainability Philanthropy: The Rebook Foundation focuses its philanthropy in communities where Rebooks offices are located. The Foundation strives to promote social and economic equality by funding non-profit organizations delivering programs aimed at inner-city youth and undersea-Veda groups to empower youth to fulfill their potential – programs that provide youth with the tools they need to lead healthy, happy and actives lives.

Programming: We offer a wide range of programming designed to inspire and engage our employees including time off to volunteer, matching gift programs, and the REACH product donation program and through the Arboreal Human Rights Student Advocate Program. Partnerships: We seek partnerships which reflect our commitment to being responsible and making a difference. These collaborations include working with our athletes and assets and an active sponsorship of the Avon Walk for Breast Cancer.

Sustainability: We take pride in our long standing efforts to set responsible workplace standards and to reduce our impact on the environment. As part Of the Aids Group, we continue to help ensure fair, safe and healthy factory conditions and believe that all workers involved in the production process deserve to be treated with dignity and respect. We also strive to reduce our environmental impacts through our design process, day-to-day operations and in our supply chain. Rebook Tastiness Development Tag lines give a brand the momentum it can only dream of, if it is used the eight way.

It is very important to develop a catchy corporate tagging in addition to a great corporate logo that will effectively communicate in one sentence what services or prod cuts your company sells. Rebooks tastiness are focused on women fitness, where it has deep roots; men’s fitness and training, to be credible an athletic footwear brand; and classics. Over the years Rebook has constantly changed its tastiness and highlighted on different aspects of fitness and used celebrities to promote it. In 2008, Rebook joined hands with the celebrity Pasha Bass to make fitness fun with Rebook.

Rebook pinpointed the consumer insight that women perceive exercise as a chore, and would work Out more often if the gym was fun. Rebook also uncovered that while it is a universal truth that women find exercise transformational and empowering, they push it aside because it is perceived as a boring chore. Rebook was on a mission to make fitness fun again through an exciting partnership with top instructors from around the world renowned for their fresh, fun approach to working out. Rebooks challenger approach was to provide consumers with the choice to take the boredom out of working out.

Running online, out-of-home, in-store, and in print, the campaign features fun, engaging tastiness such as, “Less work, more play. Fitness is what you make of it. Your Move” and “Confusing fitness with fun? Your Move. In 2006, Rebook had a tagging “Run easy”. The Run Easy campaign took a 180 degree turn from traditional sport advertising. The “hit the wall” attitude that is portrayed in the sport applies only to a handful of participants and the rest are struggling to reach an ideal that isn’t achievable. Of course, this leads to injuries, pain and a general dislike of the sport.

This campaign addresses the majority of runners. It’s emphasizes running as a social activity and more importantly, fun. The campaign was well liked by the people and Rebook had created a companion site called Grounders. Com to emphasize the social aspect of running. Some of the other Tastiness of Rebook are: June 2009 ?? “Have Fun While You Run” Early 2008 – “l am what I am” “Take the gym with you” “Eye candy for your feet” “Little Said, greatly Felt! ” Rebook Logo Development The original Rebook logo shows the Union Jack, representing the brand’s beginnings in Bolton, England in 1895.

The logo was modified to represent the Rebook Classic Collection, a collection of products characterized by the brand’s past. In the late sys, Rebook 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”. There have been modifications and iterations of the Rebook Performance Logo over the years. The vector has been Rebooks iconic symbol of Sport Performance. To achieve a greater connection to the youth market, in 2001 Rebook introduced a new tier of product known as Rib.

The success of this branding influenced Rebook to look at its overall branding scheme and determine that the future of the brand would best be represented by this new logo. At the 50th anniversary of the brand name in 2008, Rebook returned its brand identity from Rib to Rebook While Rib captured a moment in time for the brand, Rebook 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. Market Segmentation Targeting and Positioning Ever since it established a presence in India in 1995, Rebook has dominated he Indian sportswear market.

While its major competitors Aids and Nikkei have not been as successful in the Indian market. As a consumer-driven brand, Rebook commits to offer consumers products that provide maximum fit and comfort. For Rebook this means designing and developing products with materials, styles and technologies that enhance fit and comfort for consumers. The Rebook segment is comprised of the Rebook brand, Rebook- CM Hockey and Rockford. In 2008, the Rebook brand has further refined its strategy considering the brand’s heritage and values, consumer insights and positioning within the Aids Group port folio.

Inspired by its roots in sport and women’s fitness, Rebook developed a clear roadman for its key businesses going forward: Own Women’s Fitness, Challenge Men’s Sport and Revive Classics. Central to Rebooks brand heritage is the courage to challenge convention. Unlike many Other brands, Rebook is committed to make fitness fun again – challenging men and women to fulfill their potential in sport and in life by providing them with the opportunity??/, the products and the inspiration to have fun staying in shape. The depth of Rebooks India operations is reflected in the numbers.

The company says it is growing at a impounded annual rate of 30 per cent for the past 3-4 years; in 2007, it says, it crossed RSI 900 core in sales. Rebook has segmented its market on the basis of the needs of the consumer groups like runners, Aerobic/fitness exercisers, Tennis players, Basket Ball players, Golfers, Adventure seekers, Walkers, Children, Comfort/Style conscious group. For each particular segment of group they offer unique range of shoes (products) and continuously come up with new line of shoes.

The shoes they offer are like running shoes, Aerobic shoes, Tennis shoes, Basket Ball shoes, Kids shoes, Walking shoes, Training shoes, Golf shoes. With technologies such as Smoothie, Kinetic and The Pump, Rebook has already provided consumers with innovative fit elements in its apparel and footwear. Rebook target customers are kids, youth, women and men. Rebook mission is to make fitness fun again for women . Rebook began to define its focus on women’s fitness in autumn 2008, launching a women’s specific “Your Move” campaign. In 2009, Rebook launched a new range of shoes especially for women who are busy and don’t find time to gym.

The Keystones footwear collection was launched for the targeted group of busy women. In 2009 for en Rebook launched the Selected, an underfoot cushioning technology that allows the athlete to select the ‘train” or “run” mode. Research pointed that Rebooks target age 15-24 were early adopters/sneaker influences. The price point was too large a barrier for the brand target and they were not influencing other groups. If they went after a sub-target group more interested in, and willing to pay for custom, they could not only achieve their goals, but likely surpass them by tapping into the influencer capabilities of this group.

They successfully increased brand awareness, traffic and sales ND engaged users through a highly targeted, segmented approach to selling Rebooks custom sneakers. The tagging “I am what I am” became a promise to the consumer that Rebook was a brand that enabled self-expression Media placements included areas where users consumed trend news, popular sneaker sites, music sites, electronics and apparel fashion sites to reach this targeted audience.

Online banner creative emphasized the key selling feature of the shoe allowing users to customize the shoe with a few clicks including color choice within the banner and ultimately be driven to the custom website to finalize he process and buy their personally designed shoes. Positioning TO reinforce its position as a premium sports and lifestyle brand, Rebooks goal is to significantly improve and increase its product offering at high and Medici points to drive growth in average selling prices. This approach may slow the targeted short-term top-line development by voluntarily foregoing commercial opportunities in the low-price segment.

More importantly, however, it enables Rebook to build a platform for sustainable long-term sales and profitability growth and preserves the brand’s image. Celebrate Individuality in Sport and Life Rebook understands that people are, above all, unique. Rebooks 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. Rebook 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, Rebook calls them visionary and original. Rebook offers a wide range of Footwear, Clothing and Accessories for both Men and Women. In the footwear product mix it offers in Athletic, Casual and Court in a color range like black, brown, grey, white, blue and pink. The footwear mix is offered both in men and women. In the clothing Rebook offers like jackets, tops and bottoms for both men and women for activities like yoga, tennis, walking, fitness and training. Accessories like bags, sippers, caps.

The Rebook brand focuses on three product lines: Rib, Performance, and Classic. Rib product line features street footwear, apparel, and accessories. Performance line includes apparel and footwear designed for basketball, running, fitness, football, soccer, tennis, and other sports. Classic epistyle product line includes footwear and apparel products, as well as classic reinterpretations. Rebook also has licensees for aware, watches, and heart rate monitors; and licensees in the United States for children’s apparel, team uniforms, socks, and jogging strollers.

The Ralph Lauren Footwear’s product line features traditional classics, as well as dress and casual silhouettes. The Greg Norman Collection includes woven’s, play dry outerwear, and sweaters. The company also offers hockey skates, sticks, helmets, and hockey-related apparel, as well as recreational skates and the Roger Edwards line of lifestyle apparel. Its licensed and branded active wear lines include fleece wear, pants, shirts, T-shirts, polo shirts, turtlenecks, and outerwear and headers embroidered with various teams’ logos.

The company distributes its products to athletic specialty stores and other retail shops, as well as to sporting goods stores, department stores, and shoe stores. Rebook For Men Footwear Rebook offers a wide variety of footwear for the Men. It constantly upgrades its shoes with new comfort levels and offers in various designs, colors, sizes and prices. The various footwear from Rebook are: Rebook swing, Rebook cover point, Rebook sweep, Rebook Verona, Valve fig, Danni Trainer, Smoothest select ride, Hex ride radiate SF, Rebook supreme.

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