Reebok - in Pursuit of Generation X
Micky Pant’s strategy: An innovative tool in Reebok’s advertising policy
Intro: Reebok innovative advertising policy and problematic through Micky Pant’s watchful eye. a. Tate case presentation. b. The principle of viral marketing (Buzz).
PART ONE - Company presentation 1. The company 2. The market 3. Evolution of market: from athletic to fashion
PART TWO – Strategy, advertising history, and social changes 1. From 1958 to 1982: Classic medias dominance a. Reebok strategy b. Reebok communication process c. targeting assumptions
2. From 1982 to 2009 : Multi medias period a. Reebok new product and consumer Strategy b. Reebok marketing promotion and brand merchandising c. Social changes: The Gen-X
PART THREE – Reebok’s successes Through Buzz 1. Is this innovative tool successful for Reebok? a. Advertising ‘traditional’ effectiveness criteria b. Was Terry Tate successful in advertising according to those criteria? c. How did success criteria chang with Gen-X? d. Are Terry Tate’s ads more adapted to capture gen-X’s attention? 2. Did this advertising policy enhance the recognition of Reebok brand? a. An expensive project b. Why branding is quasi-absent of ads? c. How can gen-X be captured by the brand instead of that? 3. Was the central message effective? And memorable? 4. Did it generate a sufficient level of positive attitude towards the brand?
Conclusion – Reebok to renewal its communication
Intro: Reebok innovative advertising policy and problematic through Micky Pant’s watchful eye
a. Tate case presentation
b. The principle of viral marketing (and Buzz)
Former Vice-President of global marketing at Reebok, Micky Pant had implemented a renewal of the Reebok branding strategy, especially by developing new media concepts. He was the coordinator of several marketing campaigns, such as the tremendous ‘Terry Tate, Office linebacker’
Intro: Reebok innovative advertising policy and problematic through Micky Pant’s watchful eye. a. Tate case presentation. b. The principle of viral marketing (Buzz).
PART ONE - Company presentation 1. The company 2. The market 3. Evolution of market: from athletic to fashion
PART TWO – Strategy, advertising history, and social changes 1. From 1958 to 1982: Classic medias dominance a. Reebok strategy b. Reebok communication process c. targeting assumptions
2. From 1982 to 2009 : Multi medias period a. Reebok new product and consumer Strategy b. Reebok marketing promotion and brand merchandising c. Social changes: The Gen-X
PART THREE – Reebok’s successes Through Buzz 1. Is this innovative tool successful for Reebok? a. Advertising ‘traditional’ effectiveness criteria b. Was Terry Tate successful in advertising according to those criteria? c. How did success criteria chang with Gen-X? d. Are Terry Tate’s ads more adapted to capture gen-X’s attention? 2. Did this advertising policy enhance the recognition of Reebok brand? a. An expensive project b. Why branding is quasi-absent of ads? c. How can gen-X be captured by the brand instead of that? 3. Was the central message effective? And memorable? 4. Did it generate a sufficient level of positive attitude towards the brand?
Conclusion – Reebok to renewal its communication
Intro: Reebok innovative advertising policy and problematic through Micky Pant’s watchful eye
a. Tate case presentation
b. The principle of viral marketing (and Buzz)
Former Vice-President of global marketing at Reebok, Micky Pant had implemented a renewal of the Reebok branding strategy, especially by developing new media concepts. He was the coordinator of several marketing campaigns, such as the tremendous ‘Terry Tate, Office linebacker’
Bibliography: Reebok goes Hollywood to refashion its marketing By Naomi Aoki, Globe Staff | October 3, 2004 By Rob Walker | Slate.com |June 9, 2003 [pic]And you thought LeBron was too young for a shoe deal! Some people thought it was a little over the top when Nike signed 18-year-old basketball player LeBron James to a $90 million endorsement deal By Lauren Isaacson |theadnostic.com | January 30, 2007 Our parents lived in a simple world and the advertising reflected this INTERVIEWS - Reebok’s Micky Pant By Dawn Anfuso | February 10, 2004