Reebok’s Gameplan

in India

“Have Fun While you Run”

Navpreet Singh
Varun Bhatia
Palak Madan
Ankur Bhatia
 Rbk- Intro
 $3 bn fitness & sportswear giant
 Came in India in 1995
 Rs.1.3 bn business in India in 2002
 50% market share in sports shoes in India
 Near about 15% growth
 The “Fitness Brand”
 Indian Footwear Market

Middle Class ( approx 10 mn) – Rs.500 to Rs.750

Premium ( 2 mn) – Rs.700 to Rs.1200
Super Premium – Rs.1200 and above
Super Premium – expected market of Rs.2.5 bn
Estimated Annual Growth – 10% to 12%
 Reebok in India
80:20 joint venture with Phoenix Overseas
Initially 65 types of shoes , and other sports garments in 5 exclusive
stores in Delhi & Mumbai
In 1999 , 40 models introduced b/w range of Rs.990 – Rs.1500
Cricket Shoes Pro & Golf Footwear range was introduced
First Concept store – Planet Reebok
Tie-Up with Bata for retailing footwear
By 2001, Reebok had 65 exclusive stores & 700 shops in 78 cities
Reebok Gymansium set up in Delhi & Bombay
Also organizes certification courses for fitness training instructors.
Reebok’s Strategies for Indian Market

Reebok

Brand
Visibility Focus

Fundament Diversifi
al Approach cation
 Strategies

Celebrity endorsements like MS Dhoni and Bipasha Basu

 Investing 30% in ATL and 70% in BTL activities.
 Sponsored 4 teams in IPL Season 1 & 2
 Targeting Women
 Kids Range
 Targeting developing countries
 Offering variety of products – Fitness Products & Accessories
Market Share in India
Market Share

17%
Reebok
Adidas
44% Nike
17% Others

22%

* Only Market where Reebok is No.1

Source:Technopak Advisors
 Rbk’ Fitness Platform
Vision : To enhance fitness conciousness

Till Now………..
 Created awareness about fitness among Indians
 Reebok instructor alliance program (RIA)
 Set up Reebok gymnasiums in Bangalore & Mumbai
 Customized fitness apparels for women
 Range of personal fitness equipment
 More spending on fitness related events & activities

Road Ahead :
 Indian Fitness Industry expected to grow 20-30% annually.
Sponsorships in Sports
Launching RunTone & TrainTone under EasyTone Collection
 Coming up with Fit to Fly and Fit to Flex fitness centres soon
 ReeZig – introducing Zig Technology for men
 Competitive Analysis

Adidas
• Performance Brand
•Selective Retailing Distribution
• Focus on Brand Visibility
• Targeted Diversification and Segmentation

Nike
• Retail Promotion of Brand
• Awareness to be major promotional tool
• Structured Marketing Campaigns
• Creation of Distinctive Identity
 Rbk Vs. Adidas Vs. Nike

 Adidas moves out of the picture as a major competitor

 Nike offering Wide range of Products
 Aggressive marketing strategies by Nike with 40-50 models of footwears &
100 new kinds of apparels every month
 Reebok focusing on Fitness products
 Opportunities in India
Low & Medium Priced Range
Run Easy Campaigns
Plethora of opportunities in untapped Ladies & Kids Segment
• Lion share around 80% of unorganised players in Ladies & Kids segment
• Tier II and Tier III towns can be potential targets
Estimated growth in the Industry is 12% & estimated to touch Rs,47000cr by
2025
 Reebok Fitness Online workout
 Footwear export is growing at 18% annually
 Lifestyle brand for 17-35 yrs group
Thank You ….