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Case Study On Reebok

882 Words4 Pages

A CASE STUDY
ON
REEBOK'S MERGER WITH
ADIDAS AND ITS REBRANDING

Submitted by
Prateek Medhi
A2325111002
MBA Class of 2016

Under the Supervision of
Prof. Ramesh Bagla

AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
ABSTRACT
The sports industry in India is a very dynamic and rapidly growing industry. People are becoming more and more heath conscious and they are starting to get involved in activities like going to gyms or playing some kind of physical outdoor sports. Now in order to do these kind of activities, the normal casual or formal clothes that people wear on a daily basis won't do. People need specialized clothes and shoes for different types of sports or to participate …show more content…

They aspire to make their consumers "Fit for Life". At Reebok, their innovation focus is rooted in technologies that enable them to train at their best every day, whether they're running, doing aerobics or playing basketball. At Reebok, their innovation focus is on fitness and training, where the priority is creating products that provide a material benefit to the consumer's fitness activities (e.g. flexibility or lightweight).
Mission: Challenge and lead the fitness world through creativity
At Reebok, they see the world a little differently and throughout their history they have made their mark when they had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand's unlimited creative …show more content…

When compared to its competitors, the huge players such as Nike, Puma and its own parent brand has more market share in this industry. Since Nike, Puma and Adidas had the upper hand in the case of different types of sportswear for example football or basketball, we can say that Adidas, Puma and Nike has good amount of monopoly in that industry. So in order for Reebok to differentiate itself, it started targeting a new segment which is "Fitness and Training". In the company's website, the various details of the new clothing and shoe range and which segments they cater to can be found. The various segments which Reebok caters to now as found on the company website

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