Reebok's case: In pursuit of generation X

Gomez S.

Commandez une rédaction : Fiche en Marketing sportif sur mesure

Devis en ligne gratuit

Fiche Format .doc

Reebok's case:" In pursuit of generation X"

Télécharger

Lire un extrait

Lecture
Résumé
Sommaire
Extraits

Résumé du document

Nowadays, competition is between companies very important. It is very important to distinguish one's company from the competitors, not only concerning the products but also advertising, in order to seduce the consumers. The brand must be innovative in order to win market share and increase its profits. For Reebok, television was the primary communication medium but nowadays, it is imperative to communicate on the internet and diversify the media. Internet is a means of communication more and more used by companies in order to seduce the consumers. The competitors of Reebok: Nike and Adidas will have to be more creative and more innovative if they want to make a success of the strategy of viral marketing. Generally, companies have a website in order to present their products and can propose online payments, collect information in order to create a prospect database. From now on, the most effective means to increase the fame of the brand and win market shares is to create a Buzz.

Sommaire

Micky Pant can be credited with introducing a novel (at the time) and innovative tool into Reebok's advertising strategy. Viral marketing was at the time only superficially understood. How would you explain this technique to an uninformed audience? To what extent does it complement or replace traditional media e.g.; television, billboards, direct mail, etc.?
Evaluate the Terry Tate commercials. Did they increase recognition of Rebook's brand? Was the central message effective? And memorable? Did it generate a sufficient level of positive attitudes toward the brand?
Considering some of the traditional indicators of advertising effectiveness mentioned above, to what extent should they be relied on in the Terry Tate - Reebok Case?
Is this type of communication capable of capturing the attention of Generation X consumers ? Explain why or why not ?

Accédez gratuitement au plan de ce document en vous connectant.

Extraits

[...] Reebok shall have of to continue to communicate on the other media and to present its products to the customers in order to win market shares. Reebok was a victim of her errors. That is the difficulty of identification of the brand in the Terry Tate's video and the absence of communication by the other media. However, Micky Pant's strategy increased all the same recognition of Reebok's brand in a certain way. The raise of blogs and podcasts is especially important for the persons from 25 to 40 years old (e.g. Generation who use it increasingly. [...]

[...] However, the symbols of Reebok were not sufficiently mentioned in the advertisements. A lot of people did not make the link between Terry Tate and Reebok. The brand was thus penalized by this problem. Why the logo of Reebok was not more visible in videos? Might be to play the transparency. The viral marketing was a success in the short term but there were no other actions which contributed to increase the sales of the brand. Videos were very attractive and were seen by many persons of the generation X. [...]

[...] Reebok continues the legend dedicated to Terry Tate with the implementation of new episodes. Moreover, the success was loud and Terry Tate is a successful campaign. The television and the press also spoke about this video. In my opinion, the reasons of the success are a big creativity and a good positioning. However, in spite of the success of this message the brand didn't increase its sales and didn't win market shares. The video with Terry Tate was not rather explicit so that we identify perfectly Reebok. [...]

[...] At the end of the video, the viewers were invited to go on the site of Reebok in order to discover the suite of Terry's adventures. Reebok is a very present brand on internet. The new means of communication of this brand is the viral marketing. Reebok wishes to communicate with the persons from 25 to 40 years old (Generation X). Other persons interest Reebok but don't constitute the main target. Viral Marketing is another tactics in order to communicate and seduce the consumers. [...]

[...] We can thus say that this type of communication was a success. Nevertheless, Reebok doesn't have created the need to buy Reebok products. As I said it previously it was difficult to see that this advertising was a creation of Reebok. Nowadays Internet is a very used media. Indeed, people are more and more using the Internet at the expense of TV. Generation X has between 25 and 40 years and likes use internet and the new technologies. Generation is very present on internet because it uses this media in the work and in the place of residence. [...]

doc