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Business Analysis: Reebok Communication Strategy In India

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Executive summary

The objective of the study was to assess the Reebok communication strategies and various means used for creating awareness among its masses. Reebok International, a subsidiary of Adidas quite successfully communicated its brand among the people. Its has created a mark in the market and has a good hold on it. Reebok India is also successful.

Overview of the Sector
The footwear sector is a diverse industry which covers a wide variety of materials (textile, plastics, rubber and leather) and products from different types of men's, women's and children's footwear to more specialized products like snowboard boots and protective footwear. This diversity of end products corresponds to a multitude of industrial processes, enterprises and market structures. The footwear market consists of the total revenue generated through the sale of all types of men’s, women’s and children’s shoes. The market is valued at retail selling price with any currency conversions calculated using constant 2007 annual average exchange rates.
The Indian Footwear …show more content…
Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence with branch offices in Mumbai, Kolkata and Bangalore and ranks at the top amongst international footwear companies in India. The Company's brand vision is fulfilling potential, its mission – Always challenge and lead through creativity. Reeboks brand values are authentic, individualistic, courageous, empowering, innovative and real. Reebok has introduced its internationally acclaimed fitness programs in India, conducted under the banner of Reebok Instructor Alliance, which is dedicated to fitness instructors, personal trainers and health club owners. Reebok has trained and certified more then 800 trainers till now.
Reebok India commands a 54% market share in the premium sportswear industry according to the calendar year December 2008. Its revenue has touched 1400 Crores (at retail price) in 2008. It plans to increase the store count from the existing 500 to over 600 before 2007. Reebok reaches out to its target customers through its 500 exclusive Reebok Stores, 200 Shop in the shop outlets & 2500 dealer outlets. Reebok has the single largest store in Hyderabad.
Reebok International

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