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Designing Marketing Campaigns for Brand Equity
Product Strategy
The New Media Environment
Presented By:
08EM-045 - Sumit Agarwal
08EM-040 - Saurab Parasar
08EM-039 - Saurab Arneja
08EM-035 - Ravi Shekhar Agrawal
Focus of the Presentation
How marketing activities & product strategies build brand equity?
How can marketers integrate these activities to enhance brand awareness?
Improve the brand image, elicit positive brand response and increase brand resonance?
How brand itself can be effectively integrated into the marketing program to create brand equity?
Reebok - Overview
Type: Subsidiary of Adidas since 2005
Founded: Bolton, England (1895)Headquarters: Canton, Massachusetts,
U.S., Bolton, EnglandIndustry: Sportswear and Sports GoodsProducts: Footwear, Accessories,
SportswearWebsite: http://www.reebok.com
Origin Of the Brand
Joseph William Foster was making a living producing regular shoes when he came up with the novel idea of a spiked running shoe.
He founded a company in 1895, named “J.W. Foster and Sons”
In 1960, Joe and Jeff Foster renamed the company in England “Reebok”
In August 2005, one of the company's largest rivals, Adidas, announced that it would acquire Reebok for $3.8 billion. The deal was completed in January 2006.
* Reebok started its operations in India in 1995.
Product Strategy
The product itself is the primary influence on what consumer
experience with a brand.
Product is at the heart of brand equity.
Innovative in Technology
Since Reebok created the first-ever track and field spike back in 1895, it has always held innovation as its paramount global
brand value.
EasyTone : EasyTone activates key leg muscles and tones them with every step.
KineticFit : Provides a fit system that accommodates the changes in size and shape of an feet as it moves.
Innovative in Technology
HexRide : A cushioning technology created to provide a cushioned, lightweight ride.
Innovative in Technology
Xstatic : To create an anti-odor, anti-sweat & anti-cold
DMX Foam : DMX Foam is a proprietary foam formulation that delivers a cushioned ride in a longer lasting, more lively feeling system.
PlayDry : It is a moisture management system that helps keep you cooler, dryer and more comfortable.
DMX Shear, DMX Max, Hexalite, 3D Ultralite, SmoothFit, PlayShield, PlayWarm
PRODUCT STRATEGY – Brand Building
High Perceived Quality Better Performance Conformance to meet the specifications Reliability & Durability Style & Design These product characteristics defined quality, and
influenced consumer attitudes and behaviour towards the brand.
Supported by aggressive ad campaigns across years.
Reebok Advertising Campaigns
2003, “Terry Tate: Office Linebacker” Fan favourite fictitional character "Terrible Terry Tate"
worked for the fictional company “Fletcher & Son’s," promoting proper office etiquette while looking stellar in Reebok product.
Reebok Advertising Campaigns
2005, “I Am What I Am” The campaign encouraged young people to embrace their own
individuality by celebrating their contemporary heroes. Very cool because it didn’t just show you a shoe it showed you and
experience. The campaign is people running and ordinary things look different in a way to inspire the runner to run faster.
Endorsed by music icins like Jay-Z, Daddy Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder Stevie Williams.
Reebok Advertising Campaigns
Sept, 2007, “There Are Two People in Everyone” Highlights Reebok’s unique brand point of view of
celebrating an individual’s balance between sport and life.
Live through a host of media -innovation in television, retail, out of home media, print, digital and various other integrations.
Features some of 2007’s biggest sports icons from around the world including Cricket standouts Rahul Dravid and MS Dhoni, football star, basketball all-star, tennis star, Korean pop sensation, top Japanese model, South American triathlete, martial artis, etc.
Reebok Advertising Campaigns
2007, Yao's Power Reebok and NBA star Yao Ming teamed up today in Beijin
Olympics 2008, this campaign exclusively for China. Reebok also launched an interactive website www.reebokyao.com, which is created especially for Yao’s fans to demonstrate their support.
Reebok Advertising Campaigns
2007, Reebok Nation A 30-second local TV spot It showcased Reebok's incredible ties to Boston sports. It meant to bring excitement to the Reebok brand.
VIDEO: http://www.youtube.com/watch?v=1eLoR1VEOlA&feature=related
Reebok Advertising Campaigns
2008, Your Move Communicated to consumers through an integrated platform
which includes: digital, TV, out-of-home, print, PR and web advertising.
'Your Move' is an invitation for people to express themselves and to do things in their own unique way in sports and life.
Brand ambassadors are Henry, MS Dhoni, Yuvraj Singh and Bipasha Basu.
The New Media Environment
We saw from above campaigns that Rebook has always been in traditional media like TV Commercials, Posters, Banners, Newspapers, Radio, Magazines.. Etc.
But, as the media is changing, we can now see how Rebook has used this for brand building though various means. Like: website, reality shows, mobile marketing, movies, paid search on google / yahoo, buzz marketing, sponsership etc.
Reality Shows
GLORY BOUND! REEBOK PARTNERS WITH ESPN TO LAUNCH NEW REALITY TV SERIES: “BOUND FOR GLORY”
A true-life show depicting the daily struggle of the McKees Rocks, Pennsylvania Montour High School football team’s attempt to win the championship.
Movies
Reebok new footwear promotes ‘My Name Is Khan’
Reebok’s MNIK collection is a fusion of sports and
lifestyle. It is targeted at a growing, globally sports and fashion
conscious Indian market. The key highlight of the collection is the footwear. Winning Stride that Shahrukh Khan’s character, Rizwan
Khan, wears throughout the movie.
Buzz Marketing
Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser.
Sponsorship
North America - National Football League (NFL) since 2002, the Canadian Football League (CFL) since 2004
Canada Cycle & Motor Co. Ltd. (CCM) - National Hockey League (NHL) in 2004
Europe - European soccer clubs, Liverpool
Sponsorship
Australia - Australian A-League Football competition
India – Indian Premier League, since 2008
International Cricket - official sponsor of ICC in 2007
Social Networking : GoRunEasy
Reebok introduced a promotional social network for runners, encouraging them to “run at the speed of chat”.
Social Networking : GoRunEasy
Runners can participate in this social network by creating a profile.
Add Flickr photos of themselves running. Share their favorite running playlists. Join groups of other runners. Use Google Maps to create your own run. Goruneasy is integrated with the Reebok’s main
site, so there’s no problem finding a place to buy new shoes.
Recap
Integration of products, technology with marketing activities
Marketing Communications as the voice of brand to establish a dialogue and build relationship with consumers.
Add elements to brand equity through different marketing campaigns
Use of new media environment for brand building
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