Advertising and Reebok

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Integrated Marketing
Communication
Assignment
On

Submitted By: Shivani Mehra
08bs0003152
KAOS Member

Table of Contents

1. Overview of The Sector 1 2. Introduction 3 3. Analysis of Reebok Taglines and Logos 6 4. Market Segmentation and Positioning 10 5. Reebok Product Mix 11 6. Details of Store visits 14 7. Advertising Agencies 15 8. Promotion Strategy 16 9. Media Vehicles 17 10. Below The Line 23 11. Reebok Print Ads 24

Executive summary

The objective of the study was to assess the Reebok communication strategies and various means used for creating awareness among its masses. Reebok International, a subsidiary of Adidas quite successfully communicated its brand among the people. Its has created a mark in the market and has a good hold on it. Reebok 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 footwear. This diversity of end products corresponds to a multitude of industrial processes, enterprises and market 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. 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 footwear. 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 chappals are produced in the household and cottage sector. In the case of chappals and sandals, use of non-leather material is prevalent in the domestic market. The major production centers of India are Chennai, Ranipet, and Ambur in Tamil Nadu, Mumbai in Maharastra, Kanpur in U.P., Jalandhar in Punjab, Agra 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, Chennai, Footwear Design & Development Institute, Noida, National Institute of Fashion Technology, New Delhi, etc in the areas of technological development, design and product development...
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