Reebok International Case Analysis

Q : Apply 4P’s into the case to measure their success (which P is the most important)

Product

1. Performance and fashion

2. 10 categories – 300 different kinds (a wide variety)

3. High quality shoes

Price

1. More expensive
2. Performance <-> Fashion (don’t want to be stuck in the middle of the arrow)
3. When price goes down a lot, people perceive it as low quality and performance of shoes, which will lead to low sales and low profit.

Place

1. Limited distribution strategy Only specialty atheletic stores  and department stores. -> no low margin discount stores
2. Limited distribution is important because of the perception of customers.

Promotion (4 types) : Athlete promotion takes a large part in earning revenue

        “The ceo of the company said ‘promotion is the most important thing in terms of the 4ps”

1. Personal Selling

1. ) By traveling U.S. ~ features of benefits (Missionary selling)

 2. Advertising

        U.B.U.

        Umbrella campaign

        ERS

 3. Sales promotion

1. Sales discount for athletes

1. Public relations

1. Sponsoring research and ~
2. Donations
3. (tennis clinic, injury prevention, Human rights)

1. Memo

June 15th, 1994, before Keith buy Henry out.