리북의 마케팅전략 분석
- 최초 등록일
- 2010.11.19
- 최종 저작일
- 2010.07
- 9페이지/ 한컴오피스
- 가격 2,000원
소개글
리북에 대한 스포츠마케팅 전략을 분석.(영문)
목차
1. Identify problems and causes
2.analyze sport marketing mix
-product
-price
-Place/Distribution
-Promotion
3.sport marketing analysis
(consumer, competitor, company, climate)
4.situation analysis
5. Solution
본문내용
1. Identify problems and causes
● A lot of consumers are women
-modern day Reebok experienced terrific success throughout the 1980s by introducing not a running shoes, but the first athletic shoe designed for women, the freestyle aerobics shoe.
● Primary consumers ages is 40-50.
-Reebok`s traditional core consumer base(the 35+ consumer) was `Sweet spot"
● The problem of advertising
-reebok lack of advertising message
2.analyze sport marketing mix
-product
●Reebok has three general footwear segments
(1) women`s fitness (2) sports and (3) a comfort-casual category called "Classics"
● Reebok designs and markets sports, fitness, and casual footwear, apparel, and equipment sold in approximately 170 countries.
●Footwear and apparel catagories are sport specific and include
▷ Basketball
▷ Cleated (baseball, soccer, football, and rugby)
▷ Women`s sports(volleyball, softball, and basketball)
▷ Womens` training and walking
▷ Running and track & field
▷ Cross training
▷ Tennis
참고 자료
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