Synopsis: Reebok Brand AssessmentParticipant Details:Name: Harangad Singh SalujaBatch: MBA Part Time 2012-15Project Guide: Dr. Ravi Shanker

Introduction The ProblemReebok needs to define its brand value to consumers in a fragmented and dynamic global sportswear market. Its brand image has taken a serious hit owing to factors such as struggle to make an impact with its sports shoes that are designed to boost muscle tone, recent fraud in the Indian market and dispute with the US National Hockey League players.

Objectives of the studyTo understand the existing brand portfolio of Reebok, identify the current brand perception, determine the competitive landscape, develop relevant insights and lay out the Brand Strategy Opportunities

Scope of the studyThe scope of the study is to understand brand perception and brand resonance of Reebok globally, and depending on data availability deep dive into the Indian markets to generate relevant insights.

Research MethodologyAs a start, the scholar will conduct Qualitative Research and look into freely available sources via desk search; these include market reports from Consumer Products dedicated databases such as Euromonitor. Post, the scholar will resort to conducting interviews with relevant industry stakeholders to understand the range of views, opinions, and feelings towards the issues that needs to be addressed.If required, the scholar will conduct a quantitative research to provide statistically-robust evidence on which reliable decision/analysis/recommendations can be made.The evidence/data hence obtained will be analyzed using various statistical tools.

Period of the studyThe project will be submitted in two phases: The first/interim draft of the project will be submitted on 10/01/2015 (dd/mm/yy) The final project submission will be on 08/02/2015 (dd/mm/yy)

Limitations of the studyThe scholar foresees the following limitations in the study: There might be lack of prior research studies on the topic Lack of available and/or reliable data Lack of Sample size, which might give a myopic view on the study Self-reported data is limited by the fact that it rarely can be independently verified

BibliographyBeside primary sources, the scholar intends to exhaust the following sources to conduct the study: Annual Reports of respective companies Euromonitor International Information Database Company websites Mintel News websites such as Economic Times, WSJ and Business Week Specific apparel/foot wear websites