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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 as case ! Reebok - Overview Type: Founded: Headquarters: Industry: Products: Website: Subsidiary of Adidas since 2005 Bolton, England (1895) Canton, Massachusetts, U.S., Bolton, England Sportswear and Sports Goods Footwear, Accessories, Sportswear 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 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&feat ure=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. Website 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. Mobile Marketing 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. Paid search on google / yahoo 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 THANK TOU !!! Questions ???