Getting the shoe back in the race – Reebok Rising
... behaviors to their product. In Reebok, the communication is a key of their marketing strategy. In 2001, a effective communication helped the company boosted their net income for 30%. As a international/global brand, Reebok insures their marketing communication is effective in different geographic segments. They determine each regions own characteristics, such as culture, languages, local personality, regulations etc, and tailored their communication for each region to meet the needs of the target market. This could be observed from supporting different athletes/ teams among countries. Sponsorship delivers benefit by association. This strategy is widely used in the sports market. A right sponsorship will boost the image of the company to their customers, vice versa. The manager must determine the right persons to represent their product/company. The risks involved in to find out the suitable sponsors for the company. Another risk involved that the ef...