Professional Documents
Culture Documents
Preface
The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the
research, when applied show results, which can be measured and
evaluated so there is feedback this is what makes it a dynamic activity.
SANJAY SACHDEV
ACKNOWLEDGEMENT
SANJAY SACHDEV
Faculty of Management Studies
Dr. Hari Singh Gour Kendriya Vishwvidhyalaya, Sagar
CERTIFICATE
INTRODUCTION TO REEBOK
Reebok is an American-inspired, global brand that creates and markets
sports and lifestyle products built upon a strong heritage and authenticity in
sports, fitness and women’s categories. The brand is committed to designing
products and marketing programs that reflect creativity and the desire to
constantly challenge the status quo.
REEBOK'S VISION
Fulfilling Potential
Reebok is dedicated to providing each and every athlete - from professional
athletes to recreational runners to kids on the playground - with the
opportunity, the products, and the inspiration to achieve what they are
capable of. We all have the potential to do great things. As a brand, Reebok
has the unique opportunity to help consumers, athletes and artists, partners
and employees fulfill their true potential and reach heights they may have
thought un-reachable.
REEBOK'S MISSION
REEBOK'S POSITIONING
REEBOK'S PURPOSE
Brands
Reebok International
Rock Port
RBK CCM Hockey (World’s largest)
Greg Norman Apparel
Ralph Lauren Brand
The Hockey Company
Avia
Onfield Apparel
Athletic footwear
DMX2000
3D Ultralite
Ralph Lauren Apparel line
PRODUCTS
Logo Development
A.
B.
C.
DATE OF ESTABLISHMENT
AND
HISTORY OF THE ORGANISATION
The entire population of the world wears shoes. Once the concept of wearing
a pair of shoes was to protect the feet, but as time passed, it became style. A
interaction with his or her environment. Marketers have been searching for
In an era of style, Reebok has created has created a niche for itself
among the young and old generation. It is a multinational company that has
become a part of peoples’ lifestyle around the world. In the case of the
make shoes for special purposes for example specially designed shoes for
itself has a major role in their successful running. Apart from these
showrooms, it also supplies to retailers who sell various other brands but it
Date of Establishment
Earlier there are a retain outlet in South Extension Part – II but this retail
December 2001.
success of any retail outlet. Since Reebok has its own brand image, which
the company has built over the years. This particular outlet has been able to
attract a number of customers through their attractive display and huge sales
consumers who are living in South Delhi. The showroom is situated adjacent
Address
New Delhi.
JEESE ENTERPRISES
health products etc. The horizon of products is very limited, that is, there are
stores are further divided into single-line stores, limited-line stores and
speciality store. In such a store, customers find their own goods, although
they can ask for assistance. Customers complete their transactions by paying
the cashier for the item. The sales executives are kept to assists the
store would be a limited line store, and a men’s custom shirt store would be
super specialty store. Examples: Athlete’s Foot, Tall Men, The limited, and
self-service operation designed to serve total needs for food, laundry, and
only about 1 per cent on sales and 10 per cent on net worth. Examples:
open long hours seven days a week, and carrying a limited line of high
margins and higher volumes. True discount stores regularly sell merchandise
at lower prices and offer mostly national brands. Discount retailing has
prices and sole less than retail: often leftover goods, overruns, and irregulars
Factory outlets are owned and operated by manufacturers and normally carry
loehmann’s T.J.Maxx.
purchased food and nonfood items. They usually offer services such as
laundry, dry cleaning, shoe repairs, check cashing, and bill paying. A new
group called “category killers” carry a deep assortment in a particular
Petsmart, Staples, Home Depot, IKEA, and the Super Bazar in India.
average 55,000 square feet of selling space. Examples: Jewel and Osco
stores.
stores, drugstores, shoe stores and women’s clothing stores. Their size
allows them to buy in large quantities at lower prices, and they can afford to
Pottery Barn
consumer coops residents contribute money to open their own store, vote on
its policies, elect a group to manage it, and receive patronage dividends.
TYPES OF CUSTOMERS
their age groups the choices, tastes and preferences may differ in their
approach. For example, when we talk about a teenage girl and a cricketer
then their choices will be different in approach depending upon their age
also some customization. They perceive fewer real product differences and
show less brand loyalty. They can obtain extensive product information from
the Internet and other sources, permitting them to shop more intelligently.
They are showing greater price sensitivity in their search for value.
But in spite of this the Reebok outlet at South Extension Part-1 has
major customer penetration, says Mr. Navneet, the manager of the outlet.
This means the percentage of customers who buy from the outlet again and
again is very high. Thus, they are loyal to the company and the product.
for television studios. Its customer group is television studios; the customer
might want to expand into additional business. For example, it could make
lighting for other customer groups, such as homes, factories, and offices. Or
That is why, during the eighties, Reebok launched a variety of sports shoes,
which gained a huge amount of popularity around the world. But as time
passed the company shifted its customers from sports’ specific to young
teenagers, and adults. These people were influenced by the new “fashion
era” and Reebok started to cater to these people also. Thus, Reebok shifted
Moreover, apart from shoes it extended its product range by adding products
adults and the fashion conscious teens. In brief, the customers of this Reebok
outlet are of the effluent class. The outlet has been successful in collecting a
considerable amount of knowledge over the time about their market, brand
popularity and customers. The outlet passes this information to the company.
NO. OF EMPLOYEES
are the ones who make a valuable contribution to upgrade the sales turnover
of outlets around the world, has only six employees in this outlet who are
able to manage everything efficiently. Among these six employees one is the
manager - Mr. Navneet, and three are sales representatives - Mr. Dinesh, Mr.
Sanjeev and Mr. Vishal. There is also one cashier and one security guard.
The sales representatives are of middle age, which handle the customer
service for the consumers. One more person has been recently recruited to
SUPPLIER RELATIONSHIPS
Sourcing through agents Some orders are placed through agents, who
select the factories subject to our approval. Most of our apparel
manufacturing in Asia is purchased through agents. In footwear
manufacturing most orders are placed directly, but we also work with three
agents.
B store deals with only old products which they get from the franchisees
after a poor demand of these products. B stores sales those products on a
higher discount rate. Reebok is having 10 % of B stores in India.
A plus B store deals with both new and old products, thus it is a
combination of A and B. in India Reebok is having 60% A plus B stores.
Bata
Puma
Relaxeo
Lotto
Fila
Promotional schemes
After the acquisition of Reebok by Adidas they were in the head lines of TV
news and news papers. This creates awareness among people free of cost for
a Reebok and Adidas. It also creates a strong perception in customers mind.
Reebok is using integrated promotion tools. Reebok is having a good brand
value in India. Reebok is in top companies providing comfortable sport
shoes and apparels.
Reebok is using famous sports players and actors (M.S. DHONI, YUVRAJ
SINGH, and BIPASA BASU) in its advertisements. Reebok is manly use TV
and Print media for its advertisements.
In sales promotion Reebok provides discounts on its shoes and also use the
scheme of giving free gifts or products on higher purchase.
Reebok also sponsored the events and games to create awareness among
mass peoples. Reebok use internet marketing to sale and promote its shoes
as well.
Display decisions
A retail display is a merchandising display that attractively showcase shop
inventory or featured products. An immense number of products in the retail
market are competing for attention. And the offer of new product seems to
increase day by day. It’s good to know that at least 60% of purchases are
decided right in the store,
In display decision manly new and highly demanded products are
highlighted in store. As the demand and trend change the location of
products in store also change. Retailers display the products in such manner
that influence the buying decision of the customers.
Right choice of retail display and retail space design will help store owners
to differentiate from other stores and persuade shoppers to come in, stay
longer and come back.
COMPETITORS’ ANALYSIS
Reebok faced primary competition from industry leader NIKE, after Nike
Globally, Reebok will benefit greatly from Adidas’ distribution around the
world.
developed higher consumer demand for innovation across all brands, putting
RESEARCH METHODOLOGY
Methodology is the way to systematically solve the research problem.
Research methodology just does not deals with research methods but also
research problem along with the logic behind them it is necessary for the
understand the producer would apply to the problem given to him. All this
problem to problem.
1. Research design
A complete enumeration of the items in the population is known as census enquiry. It can
be presumed that in such as enquiry when all items are covered, no elements of change
are left and highest accuracy is obtained. However this type of inquiry involves a great
sufficiency accurate and much lesser time; energy and money is spending in field studies.
2. Data collection
Questionnaire had been prepared to get the response of the people as per
guided by the organizational guide. To provide the best end results without any
kind of biasness, which can give a brief idea about sampling and would be
beneficial for making inferences for tabulations and calculations with research
etc.
3. Sampling plan
Sampling plan consists of sampling unit, sampling size and sampling procedure
Sample Plan
Sampling Design : Simple Random Design
Data is collected by the help of questionnaire. It was collected in all the hours of
the day. And for the analysis the data “PERCENTAGE METHOD” has been used.
Category.
The main multinational players in this industry are Nike, Puma, Fila,
adidas & Reebok. Indian players include Action Shoes Ltd., Liberty
SWOT ANALYSIS
Strength:-
Marketing
Weaknesses:-
Opportunities:-
Women’s Marketplace
College/Pro Sports
Threats:-
Strong competition.
Chinese products
Global/Domestic Economies
Age No . of respondent
>19 year 15
20-29 year 70
30-39 year 10
40 year < 5
Age
Interpretation-
Majority of the respondent i.e. 20-29 year70%
2. Monthly income
Interpretation-
Majority of income group is the 10,001-15,000, 60%
4. MARITAL STATUS
MARITAL STATUS
Interpretation:-
Interpretation:-
5. Influencing Factors
Interpretation:
Price is the main influencing factor followed by quality & brand name.
5.2 Limitation of response: The response given to the researchers were not
always accurate since satisfaction is qualitative indicator the
respondents regarding their understanding of satisfaction.
MAJOR FINDINGS
SUGGESTION
There are still efforts are needed to make people aware about
Reebok shoes.
CONCLUSION
BIBLIOGRAPHY
Internet:
www.Reebok.com
www.wikipedia.org
www.scribd.com
Books:
Name :
Mob. No. :
Signature
Thank you for spending your precious time answering this Questionnaire.
Name :
Mob. No. :
Signature
Thank you for spending your precious time answering this Questionnaire.
TABLE OF CONTENTS
Certificate
Company Profile
1 Introduction to RBK
Data of Establishment and History
Type of Retailers
Type of Customers