Reebok : marketing viral
- The competitive and consumer landscape
- The new generation's lifestyles, philosophies and view of the workplace
- The new media
- Viral marketing
- Gives away products or services
- Provide for effortless transfer to the others
- Exploits common motivations and behaviours
- Using existing communication network and take advantage of others' resources
After being the global leader as designer, marketer, and distributor of sports, fitness and lifestyle products in the ninetieth century, Reebok now has to face its main competitors, Nike and Adidas. Indeed, the competitive and consumer landscape has changed dramatically since the year 2000 and Reebok, the third market leader has to turn its advertising strategy into new market opportunities. For Reebok, television was the primary communication medium. Subsequently, Reebok had to move resources away from magazines and newspapers to online and mobile advertising still including sporting events, sponsorship of athletes and sports league, in keeping with market changes. However, consumer saturation arrived quicker than expected and those investments did not do enough to reach their objectives. Potential customers spend more time on Internet than on TV. Since it noticed no increase in sale, Reebok had to concentrate on a new target; the most important people segment called Generation X", those between the ages of twenty five and forty.
A viral advertising campaign: "Terry Tate" launched by Reebok in 2003
«Micky Pant can be credited with introducing a new (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 a lay audience? To what extent does it complement or replace...»
«Today the sporting shoes and apparel market is highly competitive and has reached the maturity stage. At this level companies have to differentiate their offer in order to win new market shares or at least keep their position. This differentiation must be done on two levels: product differentiation...»
Reebok, in search of Generation X
«The concept of viral marketing : a technique to lay an audience. Marketing viral complements or replaces traditional media. Terry Tate commercials evaluation. Relying of traditional indicator of advertising effectiveness in Reebok Case. Capabilities for viral marketing to capture the attention of...»
«Viral marketing comes with Internet through media communication. It finds it's origin at the end of the 1990s, first as a movie channel. The first spreading of viral marketing on web was realized by Loronix Information Systems with the elaboration of 'Bad Day at the Office', a humoristic movie...»
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