Christopher KarrReebok

PROFILE

• FACEBOOK LIKES 569,000• TWITTER FOLLOWERS 374,870• CHARITY EVENTS 25• SPONSERED ATHLETES 428• SPECIALIZING IN UNIQUE FOOTWEAR AND PERFORMANCE

APPAREL AT APPEALING PRICE

TARGET MARKET

• Reebok has specific lines to target each age group.• These lines target different types of athletes and age

Reebok Classic- Trendy and older Reebok customers who like specific stylesReebok Rezig- New upcoming athletes who are looking for a performance breaking shoeReebok Women- Women who are into yoga and exerciseReebok Pumps- For shoe collectors who were into the popular 1990 basketball shoe the pump.

Threats in the Market-Fierce competitive environment (Direct competitors such as; Nike, Adidas, New Balance, as well as smaller competitors)- Economic Segment of the External Environment specifically the economic Crisis

-Customer incentives for repeat business-Create a community feel with Social Media pages in order to keep customers actively involved with Reebok

Goals to Counter Threats

Increase the usage of Social Media to Target Potential Customers

Social media is extremely important to accessing new customers and gain exposure.

Keys to efficient usage of social media channels;- Experiment with new methods - Keep customers engaged with the usage of rhetorical questions and

keeping up to date with new trends- Use promotional coupons through banner ads or tweets so followers can

be rewarded- Facebook and Twitter pages should contain

pictures of customers using the product as well as information with regards to promotional events.

Twitter Facebook

- Re-tweet customers to gain more followers

- Tweet athletes that are sponsored and have these athletes reciprocate the action

- Personalize the twitter page (background, location) as well as tying the page to the Reebok home page

- Follow customers that mention the product

- Offer incentives for customers to re-tweet Reebok

-Pictures of current events with relation to the product-Build relations with target customer segment-Read, respond and implement a customer response section-Update frequently to increase personalization between Reebok and its customers-Give incentives for customers to visit the Reebok Facebook Page-Use banner ads to direct customers to the Reebok site-Show pictures of customized shoes made by other customers to personalize the product.Doing advertising on Facebook allows us to connect with

more than 800 million potential customers, choose the target audience by location, age and interests, as well as test simple image and text-based ads and use what works

With the competition in today’s market (customers having high buyer power) it is essential to establish “key words” that are commonly searched. These words will be used to market directly to customers and lead them to Reeboks website instead of other direct competitors.

Metrics of Success

• Market share growth and other financial measures

• Website frequency (by # of customers)• Pay Per Click• Click Through Measurement• Followers on Twitter and Likes on Facebook• Usage of coupons

BudgetThis is a pretty inexpensive marketing strategy as setting up a Facebook and Twitter account is free. The main expense related to my marketing strategy will be related to coupons redeemed as well as advertising costs in relation to setting up banner ads on the two social media sites.

With this in mind our Marketing budget should be: $500,000

TIMELINE1st Quarter- Expand advertising with Reebok athletes to promote the brand through

Youtube. Start advertising customized shoes toward the target market on social media sites.

2nd Quarter- Increase search engine marketing by optimizing key words to draw more attention to the Reebok brand (SEO and SEM)

3rd Quarter- Advertise coupons through banner ads and update social media sites with recent creations by customers. Get involved on a more personal basis with customers and measure success this far.

4th Quarter- Once the performance metrics are measured implement changes/continuations depending on the results. Increase promotions and coupons to customers and heavy reliance on social media channels that have been successful after the 3rd Quarter measurement.