Brand Marketing Conversation
Reebok has been a dominant sports brand in not only in the Indian market but has also
been a force to reckon in the world sportswear market. The main competitors of Reebok, Nike,
and Adidas have not matched its success in the Indian market. The main marketing advantage of
Reebok is that it has a clear understanding of the Indian sportswear consumer very well in such a
way that it has been able to grow alongside its consumers. The company has incorporated this
strategy alongside the pricing market strategy to enjoy past and current brand success. For
instance, when the company launched its products in India, it understood the consumer needs to
be a global footwear brand, which the company delivered at an affordable price. Reebok has
enjoyed brand success, courtesy of its ubiquitous retail chain (Walvis 178). For instance, with
sports becoming fashion today, the RS 2000 to RS 4000 brand segment has provided the bulk of
sales, when compared to three years ago when the bulk sales would be from the RS 1000 to RS
2000 marketing brand segment.
Reebok has adopted a marketing strategy that aims at reaching all local consumers from
wherever they are, through opening of multiple stores, retails and brand outlets, to popularize the
brand all over the market segment. The company retails its products from about 750 exclusive
retail stores, in addition to almost two thousand multi-brand retail outlets. The company has
continuously been adding a new store each week and has set a target of opening a new store in
every 72 hours, as a strategy for popularizing the brand across the Indian market segment.
Reebok has largely invested in the marketing infrastructure field to gain a competitive edge over
its rivals (Morgan 129). The company has created a uniform retail ambience in each of the
exclusive stores. A functional strategy that proved instrumental and critical in assisting the
company to establish itself early in India was the manufacture of shoes with a broader forefoot
which is in accordance to the test and preference of the Indian consumer. This gave consumers a
different product dimension because it contrasted to the shoes of competitors which had a
narrower forefoot. Reebok has strived to vibe with the consumers for its range of wear as well,
which contributes to about 45 percent of the total reebok turnover. Lately, Reebok has pulled a
new brand of NBA-NFL T-shirts which are selling in bulk in all the retail stores as a result of the
consumer demand for the American fashion wear.
The Reebok brand is growing stronger each day. the company has ventured into
investments of establishing a strong brand as a way of securing future Reebok sales and business.
Consumer choices tend to soar with increase in product commoditization, hence product
branding will offer the critical differentiation to break via the clutter. Fitness largely drives the
current lifestyles, and Reebok has undoubtedly established itself as the fitness enabler in India.
The company therefore adopts a branding strategy that identifies its products with consumer
needs, such that the products provided fully satisfy consumer needs. The vision and goal of
Reebok, which is to inspire Indians in general to live a fit lifestyle are in line with the branding
strategy of the company. In a bid to reinforce its status as a premium lifestyle and sports brand,
Reebok seeks to significantly increase and improve their products by offering high and medium
prices to improve growth in average selling prices (Kay 748). Despite risking a slow short-term
line development, Reebok believes that the approach will enable them to establish a strong basis
for future growth in revenue and profitability. This new pricing strategy adopted by Reebok will
lead to competition between Adidas brand, specifically at the point of mid-level price. However,
Reebok prevents cannibalization by differentiating both brands through communication of
different brand messages aimed at different types of consumers.
The merging with Adidas does not prevent reebok from executing its old branding
strategy, focusing on fitness lifestyles and training, as a strategy of establishing itself as a
premium brand in the fitness and training lifestyle. Based on its heritage and roots in training or
fitness, customer insights and the company’s positioning with the Adidas brand, Reebok has
established a clear roadmap for steering its key business ahead including reviving classics,
women’s fitness, and men’s sport/training challenge. Contrary to other rivaling brands, Reebok
brand is committed to making fitness enjoyable again, by challenging men and women to fulfill
their life and sports potential through providing an opportunity to them through products which
inspire them to stay fit and have fun (Hoefflern 78). Reebok has also adopted a brand promotion
strategy by tying prominent sportsperson in the country under contracts and advertisement
agreements. The company has sponsored prominent stars in cricket, tennis, and motor racing
sports, as a way of popularizing its brand in India.
For the last few years, Reebok has been very wisely playing its branding strategy by
segmenting its markets precisely and then promoting their brand in that particular segment. The
company has for instance identified women’s children’s and men’s segment which it
manufactures specific products for each of the market segments. This is a production strategy
according to Klein and Lilienfeld that companies have now shifted to produce product brands
instead of the actual products (Lilienfeld 129). On the basis of pricing, the company has been
offering different product prices for the specifically targeted segments. There are many strategic
channels with which Reebok has tied up in a bid to promote its brand by opening stores in not
only urban but also rural areas. Although Adidas has acquired it, Reebok brand has grown at a
good pace. The above branding strategy has been very successful in helping Reebok to become
an already established brand in the sportswear market and can as well enter new market
segments by leveraging its brand.
Hoeffler, Steve, and Kevin Lane Keller. "Building brand equity through corporate societal
marketing." Journal of Public Policy & Marketing 21.1 (2002): 78-89.
Kay, Mark J. "Strong brands and corporate brands." European Journal of Marketing 40.7/8
Lilienfeld, Scott O. "The Research Domain Criteria (RDoC): An analysis of methodological and
conceptual challenges." Behaviour research and therapy 62 (2014): 129-139.
Morgan, Neil A., and Lopo L. Rego. "Brand portfolio strategy and firm performance." Journal of
Marketing 73.1 (2009): 59-74.
Walvis, Tjaco H. "Three laws of branding: Neuroscientific foundations of effective brand
building." Journal of Brand Management 16.3 (2008): 176-194.
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