Reebok’s Gameplan in
India“Have Fun While you Run”
Navpreet SinghVarun BhatiaPalak MadanAnkur Bhatia
$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”
Rbk- Intro
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%
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 in India
Reebok’s Strategies for Indian Market
Reebo
k
Focus
Diversification
Fundamental
Approach
Brand Visibility
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
40%
20%
15%
15%
Market Share
ReebokAdidasNike Others
* Only Market where Reebok is No.1Source:Technopak Advisors
Rbk’ Fitness PlatformVision : 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 IndiaLow & Medium Priced RangeRun Easy CampaignsPlethora 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 ….