Reebok's Gameplan in India

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Case Details:

Case Code : MKTG049
Case Length : 10 Pages
Period : 1991-2002
Pub Date : 2003
Teaching Note : Available
Organization : Reebok, Adidas and Nike in India
Industry : Footwear and Apparel
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

How Fit is Reebok's Fitness Platform?

Globally, Reebok was positioned as a complete fitness brand. The Indian subsidiary's stated vision was to enhance fitness consciousness, while staying ahead of its competitors. Reebok believed that this vision would do well in India, as this concept was more popular here than sports...

Targeting The Kids

Another area where Reebok India was trying to make its presence felt was the kids' line of apparel, footwear and accessories. The kids apparel market was estimated to be Rs. 4.8 billion, and the kids footwear market was estimated to be Rs.10 billion.

The company realized the need to identify a segment in the kids' market where sales volumes could be high and prices would be acceptable to the parents. So, in 2001, Reebok launched its new footwear range called 'Reebok Kids', targeted at schoolgoing kids...

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Adidas & Nike: Selling Lifestyle

In India, Adidas decided to stick to its basic image as a performance brand, while potentially entering into the lifestyle market. To do this, the company divided its products into three categories: sports performance, sports heritage and sports lifestyle...

The Challenges Ahead for Reebok

Reebok was the first multinational footwear company to enter India after the liberalization of the country's economy and post profits. It set up India's third largest chain of exclusive brand stores with about 100 stores across the country...

Exhibits

Exhibit I: Reebok's Product Range
Exhibit II: Nike's Product Range
Exhibit III: Product Range of Adidas

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