Reebok Case Page 298-299
I feel Reebok’s products are being revamped to serve geographical and behavioral market segments. Reebok is focusing on urban marketing by employing Hip-Hop stars to promote their products. Further, Reebok is applying a behavioral approach to create brand loyalty in large regions like China where they sponsor basketball courts. These variables are suitable since they will allow Reebok some room to expand its product and in return, increase its market share.
Reebok applies a differentiated targeting strategy since they are targeting street basketball players, and urban consumers. They target fans of the NBA in China by marketing Yao Ming endorsing Reeboks products. Also, Reebok has another marketing mix focusing on urban, hip-hop fans by creating styles named and designed after hip-hop stars.
I think there are two areas of the consumer buying decision process that can be equally important. Attitudes can influence consumers to purchase Reebok creating a positive opinion. Attitudes and perceptions can foster a need to be stylish, especially if the buyer notices Reebok as trendy appeal. Also, strong social influences like reference groups can guide consumers to purchase Reeboks products.
The Reebok executive was commenting on the geographical market segmentation which is concentrated on urban areas where Hip-Hop stars influence trendy apparel. This in turn creates a perception that Reebok makes trendy products. Also, reference groups, opinion leaders (hip-hop stars) and cultures perpetuate Reeboks style to increases sales. This approach is similar to the U.S. and is applied to Reeboks international marketing strategies.
Street basketball courts are typically found in many urban areas making it apart of Reebok’s geographical market segment. I feel the basketball courts present a pure social influence on buyer’s behavior. The reference group (friends) and opinion leaders (NBA starts) influence buyers decision which...
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