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Planet Reebok (a) Case Analysis

In: Business and Management

Submitted By Mel17
Words 1005
Pages 5
Background
Reebok International Ltd., headquartered in Stoughton, Massachusetts, was a leading worldwide designer, marketer, and distributor of sports, fitness, and lifestyle products, principally footwear and apparel. The company offers its products to a range of customers from professional athletes to recreational runners and kids on the playground. It serves customers through its retail stores and other sports retailers in the United States and internationally.

Overall problem
Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries. The key objective of this Planet Reebok umbrella campaign is to reposition Reebok’s different images in the different countries to one unified global identity as well as to create a common brand image across all product categories. The research shows that it’s not that successful to let the European customers to understand the Planet Reebok’s message, although successful in the US. The umbrella campaign bears some potential risk to confuse loyal customers and draw them away to competition with clear positioning.

Industry and market
In 1992, Reebok held a 20% unit share and a 24% dollar share of the U.S. branded athletic sports shoe market. Its primary competitor, Nike, held a 20% unit share and a 28% dollar share. Both companies held a 15% dollar share and a 13% unit share of the non-U.S. branded athletic shoe market. Adidas, a long-standing German manufacturer of athletic footwear, was thought to hold only a 3% unit share in the United States but held a 16% unit share outside the United States.
Reebok’s brand perception is very

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