Market Segmentation of Reebok

A healthy lifestyle is something most people are attempting to adopt these days. Numerous athleisure brands offer appropriate gear for every type of workout you can think of. They come with not only clothing items but, more importantly, sneakers. Numerous famous athleisure brands are Adidas, Puma, Nike, and Reebok. Throughout the years, Reebok’s been killin’ it with their top-notch clothing, like their dope track jackets. They are still innovating with fresh designs to this day. This blog will focus on Reebok, doing an in-depth analysis of its marketing tactics to understand better the logic behind its success and how it keeps going.

Reebok’s segmentation strategy.

In this video, we are following a specific man’s workout routine. We follow him from the gym outside. 

Working out consistently is difficult because you may not see results for a while. You may experience excruciating pain, blisters, and bruises whenever you regularly hit the gym. 

However, it is essential to attempt everything in your power not to give up and maintain your progress.

Even with disabilities or injuries, you can turn to a healthy lifestyle if you want it. Everyone does it on their terms and time. 

And what do we gather from this video?

The first hint is the independence sense. He has a goal and is reaching it independently despite potential obstacles and difficulties. 

The second hint is routine. There is a pattern, something set, that he is following.

With these two points, we can infer that the segment Reebok has chosen to target is Nesters.

Lifestyle and values:

The Nesters hold their culture and loved ones close to their hearts. They know that spending quality time with their family is necessary, so they always find ways to gather for fun weekend activities.

The latter strengthens the bond. However, it is also an excellent opportunity to showcase their care and love for each other through home-cooked food. 

The kitchen is where the magic happens. It is where nutritious and delicious food is cooked up, and for the Nesters, it is the vibrant hub of their home. Their customs and religious values are deeply ingrained, and they are always dedicated to their people and environment.

For Nesters, faith is a vital aspect of their daily life, and they stay true to their spiritual beliefs. They cherish the comfort of their routine more than keeping up with the latest trends and expect to be treated with kindness and respect. Stability is their top priority, prioritizing feeling secure over monetary concerns. Small gestures of commitment and respect mean the world to them in their relationships with loved ones and closest friends. After all, the little things in life count for Nesters.

Attitude to shopping:

Nesters are experts in managing their finances and always seem to find the best value by shopping for affordable domestic brands. They love scanning through ads and hunting for those irresistible deals that can help them save more money. 

For them, purchasing comfy and long-lasting products is a top priority. Style matters less than practicality and affordability. With careful budgeting and planning, Nesters stay committed to reaching their goals without spending too much money.

Why not spice up your shopping experience by taking a bus or bike instead of your car if your destination is nearby? Shopping is even more fun if you invite your family or friends to join you because the experience will be more exciting and fun. 

Nesters may not be the type to go with the crowd, but that is just because they are mindful of their decisions. They prioritize getting advice from reliable sources while shopping rather than taking chances. 

Nesters also enjoy domestic brands. The latter might surprise you with their quality and unique offerings without breaking the bank. And, of course, having your friends tag along for some shopping time is always more enjoyable.

Interesting facts about Nesters:

They

• Feel like home is where they feel the best, being surrounded by their loved ones and family.
• Enjoy making things independently since it almost always turns out better; for example, they buy stuff for gardening, grow vegetables, and plant trees.
• Like watching TV in their free time, especially shows and films.
• Adore being informed about their surroundings. 
• Read magazines regularly to uncover more information about ongoing activities and events.
• Call for additional details on the internet. 
• Are above-average radio patrons

Next up, we will look into Reebok’s positioning plan. 

Reebok has encountered some necessary alterations throughout time. They have shifted from traditional sports to focus on the sport of fitness, and they are constantly upgrading their performance and lifestyle products with new technologies. 

Reebok is right at the intersection of fitness and fashion, and they are always keeping up with the latest trends. Whether you are a gym visitor or looking for stylish workout gear, Reebok covers you. 

They started a new ‘Sport’ unit focusing on specialized fitness activities and style innovation. These products are perfect for anyone serious about their fitness journey and wanting functional and fashionable gear. 

And if you are a fan of classic Reebok styles, do not worry. They still have a whole category dedicated to them. From iconic silhouettes to trend-right lifestyle products, Reebok is a brand that truly understands the culture and communities of those who choose to train, run, and live in their gear. 

Reebok brought together Classics and Sports under one logo and wordmark, representing their rich history and exciting future. The iconic vector and drop-R wordmark are now the unmistakable symbols of Reebok. 

These two elements connect the brand to its most memorable moments, from some of its most popular products to cultural milestones. Reebok is proud of its heritage and ability to connect fitness, fashion, and pop culture in one voice. This change is taking Reebok to new heights, bringing together its products more powerfully than ever.

At Reebok, they are all about their Game Changers. Game Changers utilize fitness to discover different aspects and step out of their comfort zone. Reebok wants to ensure they always stay faithful to its unique, relevant, and original mission.

Game Changers are continuously searching for ways to grow and attempt new things.

While Reebok loves all its customers, they have a special place in its hearts for the ladies out there. Reebok’s focus on women is rooted in history and informs everything from the products they create to the marketing strategies they use. 

They are thrilled to have introduced extended sizing and a maternity line in 2019, as they want to ensure every woman feels seen and supported on her fitness journey. 

At Reebok, they understand how vital it is to create durable and stylish clothing and shoe collections that can continue serving their brand and customers for years. 

With this approach, Reebok earns the respect and admiration of customers. However, with that approach, Reebok also allows room for the company to effectively and efficiently improve its brand name. 

Reebok is ramping up its iconic footwear models that have earned a solid reputation in fitness and different communities. Nano a massive hit in the CrossFit world, and the Forever Floatride Energy is a fan-favorite for runners everywhere. The Nano 9 was even co-created with the CrossFit community. 

Reebok is among the leading companies in the running category since it has won the Runner’s World award four times in a row. 

Reebok’s mission was to blend fashion and function by combining shoes and clothes. Drawing from their brand heritage, they created stylish fitness gear for everyday wear. 

Reebok is all about innovation and creativity. They constantly strive to bring new and exciting styles, technologies, and processes to their product pipeline. They launched the perfect Zig shoe, which features a unique zig-zag-shaped midsole that returns a ton of energy to the wearer. 

And as if that was not cool enough, they also released their Forever Floatride Grow running shoe, made entirely from plant-based materials like castor beans, algae, eucalyptus trees, and natural rubber. Reebok is committed to sustainability and positively impacting the planet with its footwear collections, like Cotton + Corn.

If you like Reebok, you may already know that the company strives to be an industry challenger. They always push the boundaries with bold product offerings, unique personalities, and memorable moments. 

And now, with their new unified branding approach, Reebok can consistently connect with their consumers authentically and passionately. By combining its Digital and Marketing divisions, Reebok has continued to break new ground and create memorable experiences for its fans. 

‘Muscle Up’ was a plan Reebok came up with in 2016, increasing its blossoming in North America and driving more profits to the brand. One significant change they have made is reducing their store base in the market by almost 50%. 

This includes closing down both concept stores and factory outlets. They have also streamlined their wholesale business to ensure they focus on making Reebok stand out and grow in the best way possible. 

Reebok is working on being a game-changer in its domestic market and has numerous compelling projects for more profitability. 

These initiatives covered everything from marketing to product margins and helped Reebok return to profitability last year. 

Reebok is stepping it up even more with new initiatives like re-branding and improving clarity on the brand’s positioning, shortening go-to-market timelines, and building new platforms for e-commerce growth. And in 2020, they are focusing on simplifying things, improving sales efficiency, and boosting digital creation. 

With Muscle Up, Reebok is committed to sticking to its plan and growing stronger daily. Reebok aims to develop its employees’ skills, introduce more change, and gain long-term success.

Ultimately, we will discuss the marketing mix of Reebok.

But before getting into it, what is the definition of the marketing mix? Well, the description is simple. The concept covers a brand’s product, price, place, and promotion.

Since the pattern goes with the initial “p,” marketing specialists also refer to the marketing mix as the 4Ps.

Product: 

Reebok is one of the most well-known sports brands in the world. The brand creates and markets accessories and clothing; you can see its global presence. Reebok has an extensive product range for every customer; women, men, and children. 

From sports equipment to apparel to footwear, they have got it all covered. Reebok’s clothing line features luxurious fabrics and the latest technology to ensure maximum comfort. For your little ones, Reebok Junior offers stylish clothing and sports accessories for kids. 

And for the men have a fantastic selection of tanks, shorts, T-shirts, jackets, polo shirts, and other sportswear. Reebok has a line of pants, shirts, vests, and sports tops for women to encourage them to feel great. 

Reebok is a perfect brand for sports shoes. Its product range comes with unique features. For instance, if you want to improve muscle tone, the Reetone series is excellent. These shoes use mobile air technology and are designed to help with muscle development. 

The ReeGym collection was made for gym-goers and is perfect for training. For those looking to strength train, ReeTrain is the way to go. Meanwhile, the ReeZig series is durable, athletic, and perfect for professionals who need their shoes to last. 

Price:

To successfully attract the target market, Reebok had a great idea. They decided to introduce a standard pricing policy. And it works well. When they submit a new product, they use a low pricing strategy in their marketing mix to encourage people to try it out. They switch to a standard pricing policy as the product becomes more popular. 

This clever approach means Reebok always follows a market strategy that skims the system. When they release new products, they set a high price for their premium items. As consumers get to know and trust the brand, they introduce a value-added pricing system that helps them bring in fast revenue. 

Reebok is all about respecting the loyalty of its customers. They always explain that any price hike is due to the fantastic quality of the product. They might have a sale season or even set a low price that no one else can match. 

Those strategies add to a friendly company that values consumers and continuously detects methods for amazing deals. With that approach, the sales are high, and Reebok gets a significant market chunk. 

Place:

Reebok’s headquarters is in Canton, USA. The brand also has other offices in Mexico, Canada, Hong Kong, and Holland. They have built a remarkable brand by creating a consistent retail environment in their distribution infrastructure. One of their fabulous ideas is to have exclusive stores in the retail industry. Reebok offers exclusive stores, factory outlets, and distributors. 

They are super serious about finding the perfect location for their outlets and have professionals to help them choose. The company is doing great, and its outlets are divided into limited edition shops, super-sale shops, and unique outlets. Reebok has a franchise organization in India. 

Besides shopping in stores, you can also buy Reebok online.

Reebok has entirely altered how people think about purchasing sneakers. It is also available on well-known e-commerce websites and apps like Flipkart, Amazon, Myntra, etc. 

Promotion:

Reebok is working hard to make sure that you understand its products. They have launched a fidelity promotional campaign that includes super cool brand ambassadors like NBA players, cricket stars, and even actors and actresses. 

Plus, they sponsor significant sports events like the IPL and Davis Cup. Reebok also does both offline and online campaigns to get the word out. They even change their tagline now and then to keep things fresh and exciting.

You might have heard some famous Reebok taglines like “I am what I am,” “pain is temporary, Reebok is forever,” “have fun while running,” and “go to the gym with you.” In 2004, Reebok changed its logo to reflect the positive change that fitness can bring to one’s life. 

For customer happiness, Reebok offers discounts and coupons from time to time. Reebok also markets its products on billboards, magazines, newspapers, radio, and TV. 

And that wraps up the market segmentation of Reebok. We spoke about its segmentation, positioning, and marketing mix. Remember to visit our main website to unravel more awesome blogs like this!