Professional management skills assessment: Reebok, In pursuit of generation X
- Micky Pant can be credited with introducing a novel (at the time) and innovative tool into Reebok's advertising strategy.
- Evaluating the Terry Tate commercials.
The definition of viral marketing corresponds to the creation of a buzz in the internet that will be spread due to 'word of mouth'. This advertising strategy, in the condition that it respects the value of the product, is a good use of the media and the communication networks, an efficient growth of the target, the consumer needs, and considers the competition, allows the company to increase its brand awareness. Thus, on long term, the group should be able to increase its sales. Reebok is the third actor in it's market and tries to struggle against the competition of Nike and Adidas. Micky Pant, the marketing director of the group, put the new advertising strategy into practice by investing $4 million for Terry Tate's commercial that took advantage of the context of Super Bowl XXXVII's American football game. The difference that Reebok created is clear: it is an added value that complemented the traditional ad campaigns. Indeed, it is a better way to include the new target that the sporting shoes and apparel market is facing the 'Generation X'. This age group tends to change it's values, from materialism to a meaning of happiness and personal achievement. They are much less receptive to the traditionnal advertising that is almost saturated in the global medias (TV, direct mail) and spend most of their time surfing on the web using new social networks (the blogs, Youtube, and now Facebook, etc).
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