Rebook
...to their customers is more American than European or Asiatic. However the american popular culture is transmiting to the other countries of the world but that is going to be in a long term. The Reebok campaing is in the short term because the popular culture is changing all the time. And when that happen they going to need to react and change their products and image to the new trend. After the evaluating the market segmentation we can conclude that Reebok used psycographics to segmenting the market, denoting the sepatation of consumer int bategories based on defferencen in choices of consumption activities and product usage. Targeting In the las years Reebok have been losing identity with their frecuent campaign turnover, changing their image between function and fashion at different points in its history(2) The revivial of Classics sneakers among youngster clamoring for an innercity was the begining of Reebok last campaign turnover "Sounds & Rhythm of Sport".This situation took Reebok by surprise as soon as the company could Reebok jumped aboard the trend. The company develop ads with Afrinca-Amerian rappers and actos modeling the shoes(1). Some examples are Jay z, Pharrel and 50 cents. Each of those artists, occupies a separate niche(4). Jay z, appeal to the aspirational consumer, Pharrell represents urban-meets alternatives-alternative-meets-skate culture and 50 Cents that is the most Street of the three. This artists are considered influential persons of the diferent reference groups that they represent. The consumer maybe has not got direct contact with the reference groups, but these groups can have powerful influences on his or her tastes and preferences. The second part of the strategy is hire superstars. Reebok know that nike is dominating the sport segment and they know too that the 80 percent (4) of their product is never used for the sport. However the company have been hiring sport stars like Carolina Kluft atletism, Allen Iverson, Ryan Giggs, Ray Lewis, Alexie Nemov, Andy Roddick, Iker Casillas, Antonio Petinel, Antonio Reina. Reebok is creating brand equity with the association of the rappers and sport stars with their brand. That association can create a lot of loyalty as result. However it can be dangerous too because many people can do something that give to their a negative association damaging a lot the brand name. Reebok have been changing their pricing strategy too. The assumption of a price-quality realationshp is one ot the most pervasive market beliefs(6), the Reebok products have been relatively less expensive shoes than the competitors. With that assuption, the consumer have been thinking that Reebok product had less quality than the competitors. With their new campaing their pricing strategy have changed increasing the brands image and perception. For example one of the most popular models of the G-unit (the pink one) is around 120 $. The high price satisfied the need of uniqueness because with a high price you can be sure that no every one can afford the price. The location of Reebok campaign with the Rap stars is targeting in the North American population, the reason is that they can not translate the message and make other minor adjustments, to make a global copy trust. The Hip-Hop for example is a kind of music that is not adaptable to another lenguaje, will be impossible translate any of the sogns and give the same rythm and meaning to the songs. The contracts with sports stars are more global than the contracts with music stars, because the determined sports like basketball, is practised all around the world in the same way. With the sport start we will reach a bigger global target market because the customer's basketball practiser has the same basic needs for each country. Product positoning Reebok is trying to fit with the popular culture, and them reach the young, urban-inspired male. The price is not the highest of the market but is high. They try better positioning in order to gaining marketing gaining market share. For gain market share they have to beat the loyalty and the habits to other brands, like Nike and Adidas. They do this giving the consumer motivation to consider the reebok alternative. First Graph. Reebok have been covering an long age market, because before the sneakers became cool, they were selling a lot of shoes in the segment over 45. Right now they sill selling in the marker over 45 and they are getting stronger in the segment from 13 to 34. For change this situation they hired artists like Jay-Z and S-Carter. This two artists have their own products in Rebock, Jay-Z has the S. Carter Collection and 50 Cents has the G Unit. . Using the names of the artist in the shoes they are creating a stimulus discrimination communication. That give to the produts distintive attributes it is important to the positioning because the consumers are going to learnt how to differenciate and identifie the product(9) . Nike is the market leader is focus in lower market range they are more focus in the 13 to 45.(graph 1). Reebok's price have been lower than Nike. But the expenses of Nike in marketing have been ...