Contextualizing The sports brand Reebok operates in a highly competitive market. Although the number of competitors is limited (Nike, Adidas and s few other national brands), the battle rages on, especially in terms of marketing communication. Each brand is vying to get the best picture and have the greatest impact on consumers. There is a strong link between brand perception and the market share achieved by the brand.
On this basis, it can be said that Reebok is well positioned on the North American market but lags behind other markets (cf. Figure 1).
At the launch of Europe’s Planet Reebok, the brand will face a disunited European market. The brand is positioned differently depending on the country (See: Figure 2: No. 1 in Britain, No. 3 in Germany).Although the concept of this international campaign worked very well in the U.S., the European launch requires critical choices in terms of image and the right way to market their communication. (This differs depending on the country and the target culture.) Figure 1
Managerial Synthesis Synthetic analysis
Even though the Planet Reebok advertising campaign in the U.S. was successful, it may not be in Europe due to several reasons that are specific to the continent:
The advertisement that has been issued is too complex for the European eye.
Planet Reebok commercials carry a different message than that which is intended by the brand.
The brand perception by Europeans at the launch of Planet Reebok is totally different from the values of Planet Reebok.
The relevance of the ad campaign of Planet Reebok is also challenged by the diversity of consumer behavior in Europe itself -
In France, the emphasis on performance is frowned upon.
In Germany, the next team sport and the technicality of the product are emphasized.
In the UK, this should be looked at as the next "casual" footwear. The general objectives We must adapt the message of the advertisements of Planet Reebok to suit the European eye. Although the values of PR are shared worldwide, European consumers do not perceive them through advertising. We must, therefore, review the strategy by making a general advertising campaign across Europe. And also have advertising campaigns that are tailored to suit the culture of each country. Main recommendations:
First, ensure that the advertisements on the televisions in Europe are on a simple scale. These ads must have values that are common values to Europe as well as to Football. This European campaign must be accompanied by campaigns in different countries. These campaigns must blend into the culture of these countries and comply with consumer expectations.
The second step (once the image of Planet Reebok well established) is to then build upon the advertisements to make them resemble the spots that are used for the U.S. market and to expect to achieve similar success in Europe as they did in America.
Founded in 1890. Reebok already has an image that is well-established on the market (notably among the female consumers) and has been growing rapidly for several years.
Reebok is positioned in the U.S. and abroad. This company is one of the "Big Three" (Nike, Adidas, and Reebok).
It has 20% of U.S. market and is just behind Nike, it has 13% of the non-US market share (is tied with Nike but behind ADIDAS)
Reebok grows faster than Nike in the international market. The brand is present in 140 countries.
Reebok has been rising steadily in the international market since 1988 ($ 1 billion in 1992 on the sneakers against 180 million in 1988).
A dynamic and innovative strategy:
A new technological direction given to the Graphlite Footwear and Pump technology.