Reebok Media Plan

Reebok Media Plan
CrossFit Nano. Zig Ultra. ONE.
Stephen D. Gatbunton
Dec. 2013
Reebok International, Ltd.
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Founded in 1958.
Acquired by Adidas in 2005.
Produces athletic shoes, clothing and other fitness
accessories.
The core focus of the Reebok brand is on fitness.
Reebok is committed to empowering consumers to be
“Fit for life.”
Strengths
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R&D Team = New “tech” in shoes.
Long history as “the fitness brand.”
Partnerships with popular/trending
fitness brands.
Diverse product line.
High quality products at lower price
points.
Athlete and sports team
sponsorships.
Weaknesses
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7% market share (2013).
6% drop in sales (2013).
Competes with holding company
Adidas.
Low advertising budget.
Lost NFL contract to Nike (2012).
EasyTone lawsuit (2011).
Reebok: SWOT Analysis
Opportunities
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Diversified athlete sponsorships in
unique sports categories.
Growing health & fitness trends.
Expansion with partners in other
regions.
Customizable shoe design and
performance.
Theats
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Fitness trends can be a fad.
Big competitors following fitness
trends.
Small Budget vs Big Budget.
Competitors with “star” athletes.
Staggering economy vs disposable
incomes.
Cost to market is rising.
Reebok: SWOT Analysis
Reebok
Crossfit Nano
Reebok
Zig Ultra
Reebok: 2013 - 2014 Athletic Shoes
Reebok
ONE
❏ Increase Reebok’s 2014 athletic shoe
market share to 10% (from 7% in 2013).
❏ Introduce new product lines and key
messages to new customers.
❏ Re-attain brand loyalists.
Reebok: Marketing Objectives
Demographics:
Men and women age 18-49
High school graduates with some
college experience.
HHI: $75,000 - $149,000
Psychographics:
Reebok’s target consumer is one
who sees staying in shape as a way
to lead a healthy lifestyle and have
fun. They value style with
performance.
They watch sporting events on TV,
subscribe to health and fitness magazines
and are heavy Internet users.
Reebok: Target Market
Source: MRI+
The athletic shoes category
controls 30% of all shoe
market share in the United
States bringing in $1.7 billion in
2012.
Nike holds 41% market share
in the athletic footwear
industry with Adidas, Reebok,
Puma and Asics rounding out
the top five brands.
Reebok: The Industry
The athletic footwear
market is segmented into
men, women and kids.
Men’s athletic footwear:
62% market share
Women’s athletic footwear:
29% market share
Kids’ athletic footwear:
9% market share*
Source: Market Share Reporter
Air Max
Free Run
Lunar
Gel-Craze
Gel-Sustain
Fortius
813v2
Minimus
797v2
Reebok: The Competition
Source: nike.com, asicsamerica.com, newbalance.com
❏ With a $10 million budget, target men and
women ages 18-49 using T.V., print and
social media.
❏ Communicate through various media,
“Reebok gear gets you fit for life.”
Reebok: Media Objectives
Reebok media can be placed nationally in
urban and suburban markets. Outdoor
advertising should be concentrated
primarily in metro areas due to increased
visibility.
Reebok: Geography
Reebok media heavily placed during the first and second quarter of
2014 to coincide with warm weather and the Reebok CrossFit
Games.
January also marks consumers’ New Years resolutions pertaining
to health and fitness goals.
Over 12% gym members join in January alone*.
Purchasing media time and space during these times will have a
better chance of increasing brand loyalty, product awareness and
sales.
Reebok: Seasonality
*marketplace.org
To reach target audience and increase brand loyalty...
TV advertising will be used to
highlight the fitness lifestyle.
Reebok: Media Strategy
Print and online media will be
used to deliver long copy and
focus on product features.
Television
ESPN 2
Daytime Daypart
20 points/week
28 weeks
Mos: Jan - Jul
560 GRPs @ $7,000 CPP
Index: 104
Target
Men and Women 18-49
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Audience is already
primed for message.
Aired during the Reebok
CrossFit Games.
Appeals to more senses;
sight, sound and motion.
Reebok: Media Mix
Source: Marketer’s Guide to Media
Television
FOX SPORTS 1
Daytime Daypart
20 points/week
28 weeks
Mos: Jan - Jul
560 GRPs @ $7,000 CPP
Index: 117
Target
Men and Women 18-49
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Appeals to crossover
fans.
“Big Events” several
times a year with high
viewership.
Reebok: Media Mix
Source: Marketer’s Guide to Media
Magazines
Muscle & Fitness
4 Color - 1 Page - 12 Ti @ $44,280
Frequency: 12 Months
Target: Men 18-49
Index: 169
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Reebok: Media Mix
Subscription-based magazines
ensure advertising exposure.
Magazines encourage Reebok’s
fitness lifestyle.
Opportunities for creative long
copy.
M&F staffs Reebok/CrossFit
athletes.`
Source: SRDS
Magazines
Men’s Fitness
4 Color - 1/2 Page - 1 Ti @ $46,155
Frequency: 12 Months
Target: Men 18-49
Index: 157
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Reebok: Media Mix
Subscription-based magazines
ensure advertising exposure.
Magazines encourage Reebok’s
fitness lifestyle.
Opportunities for creative long
copy.
Source: SRDS
Magazines
Fitness Magazine
4 Color - 1/2 Page - 1 Ti @ $103,370
Frequency: 7 Months
Mos.: Jan, Feb, Mar, Apr, May, Jun, Jul
Target: Women 18-49
Index: 147
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Reebok: Media Mix
Subscription-based magazines
ensure advertising exposure.
Magazines encourage Reebok’s
fitness lifestyle.
Opportunities for creative long
copy.
Source: SRDS
Interactive Media
Interactive Media
ESPN.COM
4 Weeks @ $10,000
Frequency: 12 Months
Index: 104
Facebook
4 Weeks @ $10,000
Frequency: 12 Months
Index: 133
Reebok: Media Mix
Source: compete.com
Reebok: Financial Statement
Reebok: Flow Chart