SUMMER TRAINING REPORT

ON
“MARKETING MIX’’

SUBMITTED FOR PARTIAL FULFILLMENT OF DEGREE IN THE REQUIREMENT OF

BACHELOR OF BUSINESS ADMINISTRATION IN COMPUTER AIDED MANAGEMENT
OF

MAHARISHI DAYANAND UNIVERSITY,ROHTAK

Session: 2023-2024

SUBMITTED TO - SUBMITTED BY-

NAME = Anoop Kumar

Ms. OMITA JOHAR CLASS= BBA(CAM)5thSem

(ASST. PROFESSOR) ROLL NO:- 1211783046029

REG.NO:-
UNIV.ROLL NO.:-

DAV CENTENARY COLLEGE

NH-3,NIT, FARIDABAD
REEBOK
B-60/61, Block B,
Naraina, New Delhi,
Delhi, 110028, India

TO WHOM IT MAY CONCERN

This is to certify that Mr. Anoop Kumar student of BBA (CAM) 5th Sem of DAV Centenary
College, Faridabad has undergone training in our organization from 18thJuly, 2023 to 18th Aug, 2023

After the initial induction the student was attached with Marketing Department on the Topic
“Marketing mix”

By performance we found the student to be a good learner who has shown initiative and comprehension
to grasp the department activities.

We wish the student all the best in his future pursuits.

For Reebok

MUKUND MADHAV

(Trainee Manager)

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 CERTIFICATE

This is to certify that Summer Training Report, titled “ A STUDY ON MARKETING MIX ”
Embodies the original work done by Mr. Anoop kumar under College Roll No.
1211783046029 and University Roll No. ______________And University Registration
No. _ in partial fulfillment of the course requirement of BBA – 5th
Semester in session 2023-2024.

(Dr. OMITA JOHAR )

Project Guide (MARKETING)

Assistant Professor - Business Admn.Dept.

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ACKNOWLEDGEMENT

A research study can’t be completed without the guidance, inspiration, and

cooperation from the various quarters. This study also is the imprint of many persons.
I am also thankful to my college DAV CENTENARY COLLEGE, FARIDABAD
UNIVERSITY OF MDU UNIVERSITY, ROHTAK.
I am also thankful to my college for giving me such an opportunity to do a summer
training report in Reebok.
I am especially grateful to my BBA (cam) Department which gives me this opportunity
to doa summer training report in Reebok.
I Anoop kumar student of BBA(CAM) acknowledge with a deep sense of reverence,
my gratitude towards my parents and member of my family, who has always supported
me morally as well as economically.
I wish to express my deep gratitude and sincere thanks to Reebok for providing me with
their precious time to collect various kinds of information.
I am especially grateful to my guide Ms.OMITA JOHAR for providing me with valuable
input so as to complete my training successfully.

Anoop
PREFACE

I am a student of DAV CENTENARY COLLEGE, FARIDABAD worked on a summer

training report on the Anoop for practical experience and learning as a part of my
compulsory vocational training.
I got an opportunity to work with Reebook for my Report with the objective to study
and analyze.
The whole report is divided into several cases.

The whole report introduces the complete profile of the organization and tells about
the objective, research methodology, welfare, suggestion, analysis, conclusion, etc.
Project work is a scientific and systematic study intended to catch the nerves of the
problem or issue with the Reebok.
His report has been complied preliminary in partial fulfillment of the requirement for
the award of the degree of management studies programmed.
Apart from the theoretical concept of the topic, we have included the conclusion and
suggestions.

Anoop
 TABLE OF CONTENT

CHAPTER CONTENT PAGE

NO NO

1 INRODUCTION TO THE TOPIC

2 INDUSTRY PROFILE

3 REVIEW OF LITERATURE

4 RESEARCH METHODOLOGY
MEANING OF RESEARCH
TYPES OF RESEARCH
OBJECTIVE OF STUDY
SCOPE OF THE STUDY
LIMITATIONS OF THE STUDY

5 DATA ANALYSIS AND INTERPRETATION

6 CONCLUSION AND SUGGESTIONS

7 ANNEXURE
BIBLOGRAPHY
QUESTIONNAIRE
 CHAPTER -1
INRODUCTION TO THE
TOPIC

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MARKETING MIX

A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan.
The term often refers to a common classification that began as the four Ps: product, price,
placement, and promotion. Effective marketing touches on a broad range of areas as opposed to
fixating on one message.

Marketing mix is a bend decision made it four piece it is a system compromising of element of
price, product, place and promotion. These elements of marketing mix are interrelated act has
import ant tool used by marketing managers to decision process of marketing.

• According to Philip Kottler,” Marketing mix is a set of controllable variables that a firm
can use to influence buyer response.”
• Edmund Jerome McCarthy (February 20, 1928 – December 3, 2015) was an American
marketing professor and author. He proposed the concept of the 4 Ps marketing mix in
his 1960 book Basic Marketing: A Managerial Approach, which has been one of the top
textbooks in university marketing courses since its publication.
• The 4 P's marketing mix concept (later known as the 7 P's of marketing) was introduced
by Jerome McCarthy in his book: "Basic Marketing: A Managerial Approach". It refers
to the thoughtfully designed blend of strategies and practices a company uses to drive
business and successful product promotion.
• Marketing mix strategy is created using the 4Ps in case of service – Product, Place,
Price, Promotion and 7Ps in case of service – Physical Evidence, People, Process. The
term Marketing mix is attributed to Neil Bordon. The term is named Marketing mix
because it suggests how a Marketer mixes various elements (Product, Price, Place,
Promotion etc.) in order to make a just right offering to the customer. The main
objective of Marketing mix strategy is to make the right product at correct price at the
right place with right promotion.

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There two types of marketing mix –

➢ Product Marketing Mix (4Ps)

➢ Service Marketing Mix (7Ps)
• Product Marketing Mix (4Ps)
1) Product
2) Price
3) Place
4) Promotion
• Service Marketing Mix (7Ps)
1) Product
2) Price
3) Place
4) Promotion
5) Physical Evidence
6) People
7) Process

PRODUCT MARKETING MIX

When a company is offering products or goods, it comes under the purview of the product
marketing mix. It talks about the product strategies, pricing strategies, place where the product
are distributed and promotional strategies.

The four Ps are the four essential factors involved in marketing a product or service to the public.
The four Ps are product, price, place, and promotion. The concept of the four Ps has been around
since the 1950s.

Product

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It is a main part of the offering, the product itself. It is most important aspect of the mix. Product
something which has some functional value and can be used by the customer to achieve
something.

A product is something sold to fulfill a customer's desire or requirement, whether it's tangible or
intangible. Physical products can be either durable goods (such as furniture, cars, and
electronics) or nondurable goods (such as food and drinks).

Price

price refers to the cost of a product or service including transportation and delivery charges to a
specified location. It means that the price quoted includes the cost of transporting the goods to a
particular point, such as a railway station, port, or the buyer's designated location.

Pricing the second most important element in our marketing mix. This is value we will get in
exchange for our product. This is what the customer will pay in return for the utility of the
product. Pricing is mainly determined by the cost of the product and also how much the customer
would be willing to pay. If we price it too high no one buys, if we price it too low, company
makes losses. So, we have to devise the right pricing strategy to make our marketing mix perfect.

Place

Place in the marketing mix refers to the channel, or the route, through which goods move from
the source to the final user. Place could be the intermediaries, distributors, wholesalers and
retailers. Description: The right place means greater chances of sales over a longer period of
time.

Also called the distribution. If we are making a product as the right price, that is not enough, we
need to make it available at the right place too. The customer mostly would not come to you until
and unless our product and price is unbeatable. The product needs to be where customer is likely
to buy.

Promotion

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A promotional mix is a combination of marketing methods including advertising, sales, public
relations and direct marketing to achieve a specific marketing goal. The promotional mix is
typically only part of a larger marketing mix.

Also referred to as communication about the product. This is the 4th element is marketing mix
which means the communication done about the product to the customer. Advertising on TV,
print and digital media would come under promotion.

A promotional mix is a combination of marketing methods including advertising, sales, public

relations and direct marketing to achieve a specific marketing goal. The promotional mix is
typically only part of a larger marketing mix. You may choose to use a few methods or decide
that a combination of all of them might be most effective for your campaign.

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SERVICES MARKETING MIX

The service marketing mix is a combination of the different elements of services marketing that
companies use to communicate their organizational and brand message to customers. The mix
consists of the seven P's i.e. Product, Pricing, Place, Promotion, People, Process and Physical
Evidence.

In case of a service brand like a restaurant, telecom service, hospitality etc. There are additional
points apart from the 4Ps.The additional Ps i.e., physical evidence, people and processes are
collectively known as the service marketing mix. These can be described as below:

Physical Evidence

A service is intangible but there has to be a reassurance to the customer that service happened. It
can be a receipt of service or may be an invoice. Physical evidence should positively mean that
customer should be assured that service completed us expected.

Examples of physical evidence include guns, weapons, bodily fluids, a bloody knife or shirt,
fired bullets, or spent casings. Physical evidence also includes DNA, fingerprints, footprints or
lipstick impressions left on a glass or napkin. Physical evidence is a key component in solving
crimes.

People

The people are the individuals involved in the marketing process on both sides of an exchange.
Employees such as salespeople and customer service representatives influence how customers
view a business or product, and customers provide feedback to improve the product. This
interaction between internal and external people helps determine success.

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These are the employees which help deliver the service e.g. delivery boy or a cab driver. They
may become the face of the service hence are very important that is why very important to
choose right people.

People, in the marketing mix, refers to anyone directly or indirectly involved in the business side
of the enterprise. That means anyone involved in selling a product or service, designing it,
marketing, managing teams, representing customers, recruiting and training.

Process

Process is an element of Services Marketing Mix. The delivery of your service is usually done
with the customer present so how the service is delivered is once again part of what the
consumer is paying for. This element of the marketing mix looks at the systems used to deliver
the service.

The step undertaken for completion /delivery of the service. The process is very crucial. The
process should not only consist of the positive path but should also should consider the negative
paths to address issues in the service delivery. e.g., Complaint management, reverse supply chain
etc.

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IMPORTANTCE OF MARKETING MIX

➢ Exchange and progression of goods

Marketing is highly beneficial in deportation, transaction and progression of goods and services.
Products and services are contrived available to consumer by numerous intermediaries like
wholesaler and vender. Marketing is profitable to manufacturer and consumers both.
➢ Support for marking decisions

A businessman goes through several complications during the process of creation and
distribution of goods and services. He/she requires the exact and relevant information and
queries related to their product and services. Marketing process ease this complexity of
businessmen by forming a direct link between manufacturer and consumer.
➢ Opening of new ideas

Marketing concept of deeply dynamic and progressive. It has altered and modified several
aspects for the better functioning of certain activities. With the changes in taste and preferences
of consumers marketing accord understanding and apprehension accordingly.

➢ Opening of income and revenue

Marketing caters various opportunities to bring in profit in the practice of buying and selling the
products and goods, through slashing time, place and tenure utilities. That income and
investment can be used as profits in future ventures. Marketing must be given the utmost
significance, as the initial and conclusive survival of the company gambles upon the potency of
the marketing operation.
➢It helps in a clean mix creation

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Your marketing mix should have all the P’s compatible with each other. The price should be
compatible with the placement of the product. The product should be compatible with the
promotions. In general, all the P’s are intrinsically linked to each other.

As a result, when you are making a marketing mix, it becomes a chain of strong bonds. And
these bonds then guide you forward in making the chain longer. Whenever you are considering
adding a new feature or changing existing things, you have to look at the overall picture, which
helps in creating a clean marketing mix for the product.
➢ Marketing mix helps in New product development

While designing an existing product, there are any number of ideas which can come up for a
related product that can be designed by the company. The pricing, place and promotions might
be different for such a product. Nonetheless, it can be classified as a new product and hence
while designing the marketing mix, the company can come up with good ideas for NPD as well.
➢ Marketing mix helps increase the product portfolio

Whenever you want to increase the product depth or product line and length, you have to make
minor changes to the product. In essence, you are making minor changes in the marketing mix
itself. You are making changes to the product features, to its pricing and possible to its
promotions. As a result, by altering the marketing mix and certain features within it, you can end
up with an enlarged product portfolio.

TYPES OF MARKETING OBJECTIVES

Evaluating and considering the marketing plan is essential while determining your marketing
objectives. There are various types of marketing objectives, but the four main types are
profitability+ objective, market share objective, promotional objective, and growth objective.

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PROFITABILITY OBJECTIVE

A profitability objective is a marketing objective that regulates the amount of expected income
based on the promotional strategy. Profitability is a business’s ability to earn a profit as an
objective in doing business. Businesses that are not financially profitable are likely to struggle,
fail and ultimately close their doors. Profitability defines an organisations ability to sustain a
business. There are four profitability objectives:

1. Net profit Margin

A business net profit margin tells how much a retailer makes after the business has
paid its expenses, salaries and taxes. This is displayed in ratio to net sales and shows
how much a retailer is making for every dollar of merchandise sold.

2. Asset turnover

Asset turnover is an equation that explains what a retailer can make annually for each dollar it
invests in the business assets. It involves taking retailers total sales and dividing it by total assets.

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3. Return on assets

Return on assets is the equation formed when you divide a retailer’s net profit by his total assets.

MARKET SHARE OBJECTIVE

A market share objective determines the percentage of market share an organisation aims to
capture. Increasing market share is one of the most important objectives of the business. The
main advantage of using market share as a measure of business performance is that it is less
dependent on macro environmental variables like the state of the economy or changes in tax
policy.

Goals of market share objectives

▪ Increasing market share is the ultimate goal of any business. Market share growth is an
unavoidable objective of a comprehensive marketing plan.
▪ Tracking the company’s rate of new customer acquisition is an effective way to gauge a
marketing plans contribution to growing market share.
PROMOTIONAL OBJECTIVE

A promotional objective aims at promoting its goods and services. It is the desired level of
awareness of the product. The promotional objective is a part of the overarching strategy.
Creating a brand identity with imagery and punchlines is the first stage of a marketing campaign,
followed by expanded messaging, either through email or social media.

▪ Increase business- The primary objective of business is to attract new customers. This can
be done through a variety of promotional actions like running targeted advertising
campaigns, holding special events, launching a social media blitz, etc. The objective is to
reach potential new customers and give them an incentive to encourage business.
▪ Increase sales- Once the organisation has its set of clients, the next promotional activity is to
increase their spending, which means that the objective is to get customers to buy additional
products or more expensive products than the ones that initially brought them to business.

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 ▪ Encourage repeat business- This objective aims at converting one-time customers into
regular customers by providing special offers, notice of sales, special perks, and two for one
offers designed to keep them coming back.
▪ Brand awareness- Brand awareness is also one of the significant goals of marketing. This
can be accomplished in part by being consistent in all marketing messages and using
inexpensive promotional products.
▪ New product Introduction-The objective of promoting a new product launch is to expand a
company’s reach into new markets, while still retaining its existing customer base.

GROWTH OBJECTIVE

A growth objective analyses the current business size and determines or plans the growth
strategies to achieve the desired amount of growth. Growth is an essential objective that
contributes to increased revenue. By developing business strategies focused on growth,
companies can increase their market share, realise sales efficiencies, and increase brand
awareness, all of which translate to greater profits.

Goals

▪ The goal of any enterprise is to grow your business operation. Goals which include decision
making in a firm so that it can narrow the gap between the present and projected earnings.
▪ Competitive landscape- Some organisations aim at growth to react to changes in the
competitive landscape. Growth is a strategic objective that helps a company to position
itself better against its competitors.
▪ Customer preferences and attitudes- Customers preferences and attitudes change regularly.
The goal of a growth objective of a company may be to react to those changes.

Reebok Marketing Mix

Reebok is a well-known brand in the sportswear industry that has been providing quality athletic
shoes, apparel, and accessories to athletes and fitness enthusiasts for decades. One of the reasons
for the brand's success is its well-planned marketing strategy that focuses on the four Ps of the
marketing mix: Product, Price, Promotion, and Place. Reebok's marketing mix has been designed

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to cater to the specific needs and preferences of its target audience, ensuring that its products
remain relevant and appealing to customers.

Let’s take a closer look at the marketing mix of Reebok and how it has helped the brand to
establish a strong position in the competitive sportswear market.

Product Mix

Reebok has a diverse product mix that includes athletic footwear, apparel, and accessories for
men, women, and children. The brand's product range covers a wide range of sports, including
running, basketball, football, and CrossFit, among others. Reebok's product mix is designed to
cater to the specific needs and preferences of its target audience. For example, the brand's
running shoes feature advanced cushioning and support systems for long-distance running, while
its basketball shoes are designed for maximum grip and stability on the court. Reebok's product
mix also includes a variety of apparel, such as shirts, shorts, leggings, and jackets, which are
made from high-quality materials that offer comfort and durability during workouts.

Additionally, the brand's accessories, such as backpacks, hats, and socks, complement its apparel
and footwear lines, providing customers with a complete sportswear solution. Reebok's product
mix is diverse and comprehensive, catering to the needs of customers with different preferences
and sporting interests.

Price Mix

Reebok's price mix is designed to be competitive with other sportswear brands in the market
while also reflecting the quality of its products. The brand offers a range of prices for its
products, catering to customers with different budgets. For example, Reebok's entry-level
running shoes are priced affordably, making them accessible to customers on a budget, while its
premium range of shoes with advanced features and technology is priced higher.

Similarly, the brand's apparel range offers a variety of prices, depending on the material and
design of the clothing. Reebok also offers discounts and promotions throughout the year, such as
seasonal sales and discounts for students and military personnel. These promotional offers help
the brand attract new customers and retain existing ones.

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COMPANY PROFILE
CHAPTER:-2

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ABOUT COMPANY

Reebok International Limited, a subsidiary of the German company Adidas since 2005, is a
producer of athletic shoes, apparel and accessories. The name comes from the Afrikaans spelling
of rhebok, a type of African antelope or gazelle. In 1890 in Holcombe Brook, a small village 6
miles north east of Bolton, United Kingdom, Joseph William Foster was making a living
producing regular running shoes when he came up with the idea to create a novelty spiked
running shoe. After his ideas progressed hejoined with his sons, and founded a shoe company
named J.W. Foster and Sons in 1895.

In 1958, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in the
United Kingdom, having found the name in a dictionary won in a race by Joe Foster as a boy; the
dictionary was South African edition hence the spelling. The company lived up to the J.W.
Foster legacy, manufacturing first-class Footwear for customers throughout the UK. In 1979,
Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade
show and negotiated to sell them in North America.

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MISSION STATEMENT
"At Reebok, we see the world a little differently and throughout our history have made our mark
when we've had the courage to challenge convention. Reebok creates products and marketing
programs that reflect the brand's unlimited creative potential.

FEATURES OF REEBOK
• Globally Fourth after Adidas, Nike and Puma
• Number 1 in India- 53% share of branded sports footwear market (estimated size 3500
cr per annum)
• Its lowest price point is less than 1000 (Rs. 999 for a pair of jogging shoes.
• Has 1000 stores in 325 cities.
• About 300 outlets cater to lower end of the market.
• It offers 80 SKUs under 2590.
• About 70% of the sales volume comes from low end product. In terms of value it
constitutes 50% of the revenue.
• Over 80% of the footwear is manufactured in India.
• Reebok India MD- Subinder Singh Prem.
• Yard stick to open a store: Any location which has a population of 10000 to 15000 can
sustain a Reebok store.
• Even if a franchisee, who owns the place, sells three to four pairs a day, there is a profit
of 30000 to 40000 per month.

PRODUCT LINE

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Reebok is an American-inspired, global brand that creates and markets sports and lifestyle
products built upon a strong heritage and authenticity in sports, fitness and women's categories.
The brand is committed to designing products and marketing programs that reflect creativity and
the desire to constantly challenge the status quo.

REEBOK'S VISION
Fulfilling Potential

Reebok is dedicated to providing each and every athlete - from professional athletes to
recreational runners to kids on the playground - with the opportunity, the products, and the
inspiration to achieve what they are capable of. We all have the potential to do great things. As a
brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and
employees fulfill their true potential and reach heights they may have thought un-reachable.

REEBOK'S MISSION
Always Challenge and Lead through Creativity

At Reebok, we see the world a little differently and throughout our history have made our mark
when we've had the courage to challenge convention. Reebok creates products and marketing
programs that reflect the brand's unlimited creative potential.

REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life

Reebok understands that people are, above all, unique. Reebok's positioning reflects this;
celebrating the distinct qualities that make people who they are - their unique points of view,
their individual style and their remarkable talents and accomplishments. Reebok celebrates their
individuality, their authenticity and the courage it takes to forge their own path to greatness.
While some may call them crazy or eccentric, Reebok calls them visionary and original.

REEBOK'S PURPOSE
To Empower Global Youth to Fulfill their Potentiala

Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok

brand. For two decades, Human Rights, through the Reebok Human Rights program, was the
primary focus of this effort. Reebok has expanded on what had been built and created a Global
Corporate Citizenship platform with a purpose for the brand that will help underprivileged,
underserved youth around the world fulfill their potential and live healthy, active lives.

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REEBOK'S BRAND TERRITORY
Having Fun Staying in Shape

Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed
through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner
allows the consumer to look at sport and lifestyle through our lens of 'Ree.'

Reebok International Limited, a subsidiary of the German sportswear company Adidas, is

a producer of athletic footwear, apparel, and accessories. The name comes from the Afrikaans
spelling of rhebok, a type of African antelope or gazelle. In 1890 in Holcombe Brook, a small
village 6 miles north east of Bolton, England, Joseph William Foster was making a living
producing regular running shoes when he came up with the idea to create a novelty spiked
running shoe. After his ideas progressed he joined with his sons, and founded a shoe company
named J.W. Foster and Sons in 1895

In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in
England, having found the name in a dictionary won in a race by Joe Foster as a boy; th
dictionary was South African edition hence the spelling. The company lived up to the J.W.
Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979,
Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade
show and negotiated to sell them in North America.

Reebok Logo Archive

Reebok name comes from Africa, the original Reebok logo shows the Union Jack, representing
the brand's beginnings in Bolton, England in 1895.

Reebok logo 1895 - 1986

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In 1986, Reebok introduced a second icon, known as the vector. This icon was introduced to
represent a new era of "performance" product. The design comes from cues on the product -
known as the "side stripe - cross check"

1986 – 1996

In 1996, Reebok made minor change on their side stripe cross check.

1996-1998

In 1998. Reebok removed their logotype and used only cross check which was appearing on
Reebok products very aesthetic.

1998-2000

In 2000, Reebok removed their logo and used only logotype.

2000-2002

In 2002, logotype was changed and became more modern.

2002-2004

In 2004, logotype was removed and cross check came back.

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 2004-2006

To achieve a greater connection to the youth market, in 2001 Reebok introduced a new tier of
product - known as Rbk. The success of this branding influenced Reebok to look at its overall
branding scheme and determine that the future of the brand would best be represented by this
new logo. Rbk was designed by Arnell Group.

2006-2008

At the 50th anniversary of the brand name in 2008, Reebok returned its brand identity from Rbke
to Reebok. While Rbk captured a moment in time for the brand, Reebok is timeless and reflects
the company's heritage. The new design entails a new font that is modern, yet simple, and
incorporates the face of the brand.

2008-Present

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2
 REEBOK INDIA COMPANY PERFORMANCE
1995In 1995,Reebok started operations in India, exactly 100 years after Foster handmade the
first Reebok shoe, through Reebok India company.

• Reebok has an extensive distribution network, reaches out to its target customer through
over 105 exclusive Reebok stores, 100 shop in shop outlets and 2500 dealer outlets.
• Currently Reebok is a market leader in its segment with a total of 47% market share,
withfootwear contributing 55% and apparel contributing 45% share in turnover.
• Reebok mission is to inspire people to achieve their personal fitness goals by providing
global expertise in design, styling and knowhow.

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Chapter:-3
REVIEW OF LITERATURE

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 Reviews of literature in Reebok
German sportswear company Reebok AG said Wednesday its fourth quarter net income declined
64% to euro19 million ($26 million) on rising purchasing costs, currency effects and a drop in
demand during the downturn. The Herzogenaurach-based company earned euro54 million in net
income during the October-December period of 2008. Revenue for the fourth quarter of 2009
was steady around euro2.5 billion. For the whole of 2009, net income fell 62 percent to euro245
million from euro642 million. Revenue in 2009 fell 6 percent to euro10.4 billion from euro10.8
billion. Reebok, the world's second largest sportswear company by sales after Nike Inc., said
rising purchasing costs and currency effects were the main reasons for the decline in net income.
"With no doubt, 2009 was the most difficult year during my time as chief executive", Herbert
Hainer said in the report.

However, we rose to the challenge. Despite a 53 percent decline in operating profit, we generated
a percent increase in net cash from operations for a record euro1.2 billion. This is definitely the
outstanding achievement of the year and a credit to all the hard work and dedication of our
employees, Hainer said. Hainer said Adidas was starting the New Year with growing optimism
and aiming for a sales increase, partly pushed by this year's football World Cup in South Africa.

Advertisement Effectiveness & Marketing Communication of Reebok

During the last World Cup in 2006, hosted by Germany, Adidas was able to add more than eurol
billion to its top line, through sales of football equipment like jerseys, cleats and balls, as fans
snatched up garb during the month long tournament.

Despite the expected sales kick from the event, the company said it expected a slow turnaround
in consumer spending in 2010 and only a low to mid-single-digit increase in sales. However, the
company forecast some lower operating and interest rate expenses, which should push earnings
per share to a level between euro1.90 and euro2.15 from euro1.22 in 2008. Adidas brands
include TaylorMade-adidas Golf, Rockport and Reebok-CCM Hockey. The news sent shares of
Adidas 5 percent lower to euro36.12 in Frankfurt morning trade.

REEBOK PLANS TO MAKE INDIA PRODUCTION HUB

Global sportswear major Adidas is looking at India as a global manufacturing hub.

The company has planned to set up a production facility for apparels in the country, which would
serve as a base for its global requirements. Christophe Bezu, chief executive officer, marketing
and sales division, Asia Pacific, Adidas, said, "As part of the company's global strategy, the
procurement division is looking at setting up an apparel manufacturing facility in India.
Although we have not yet finalised the details of the centre, a decision will be taken in the near
future."

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The company has short-listed several locations in the country for setting up the facility, he
added. "India has a strong base for apparel manufacturing and along with that there is a cost
advantage in manufacturing and exporting products from India," Andreas Gellener, managing
director, Adidas India, said.

Advertisement Effectiveness & Marketing Communication of Adidas

Adidas has a large manufacturing base in China, which is currently the main procurement centre
for the Asia Pacific region. Adidas is also revamping its marketing strategy for India. The
company is planning to reinforce its distribution network by setting up more outlets across the
country.

"Our initial strategy did not bring desired results as we felt that our distribution network, range
management, asset management and company structure were not very strong. We have
formulated a new marketing plan, which addresses all these issues," Bezu said.

The company is planning to set up more outlets to strengthen its distribution network."We are
looking at segmenting our range of products systematically and will introduce new 'localised'
models," he added. The company is also planning a recruitment drive to "reinforce
our team in India".

1890-1930's
J.W. Foster and Spikes of Fire

Reebok's United Kingdom-based ancestor company was founded for one of the best reasons
possible: athletes wanted to run faster. So, in the 1890s, Joseph William Foster made some of the
first known running shoes with spikes in them. By 1895, he was in the business making shoes by
hand for top runners; and before long his fledgling company, J.W. Foster and Sons, developed an
international clientele of distinguished athletes. The family-owned business proudly made the
running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots
of Fire."

1950-1980
A Gazelle Named Reebok, A Company on the Move

In 1958, two of the founder's grandsons started a companion company that came to be known as
Reebok, named for an African gazelle. In 1979, Paul Fireman, a partner in an outdoor sporting
goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the

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North American distribution license and introduced three running shoes in the U.S that year.at
$60 they were the most expensive running shoes in the market.

1980's

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next
year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe
for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle™, and
with it Reebok anticipated and encouraged three major trends that transformed the athletic
footwear industry: the aerobic exercise movement, the influx of women into sports and exercise
and the acceptance of well-designed athletic footwear by adults for street and casual wear.
Explosive growth followed, which Reebok fueled with new product categories, making Reebok
an industry leader.

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock symbol
is NYSE: REEBOK). A year later, Reebok made its first strategic acquisition, The Rockport
Company. Rockport was a pioneer in using advanced materials and technologies in traditional
shoes and the first company to engineer walking comfort in all types of dress and casual shoes.
In the late 1980s, Reebok began an aggressive expansion into overseas markets and Reebok
products are now available in more than 170 countries and are sold through a network of
independent and Reebok-owned distributors. Creating innovative products that generate
excitement in the marketplace has been a central corporate strategy ever since Reebok introduced
the Freestyle. In the late 1980s, a particularly productive period began with The Pump®
technology and continues till today, with breakthrough concepts and technologies for numerous
sports and fitness activities.

1990's

In 1992, Reebok began a transition from a company identified principally with fitness and
exercise to one equally involved in sports by creating several new footwear and apparel products
for football, baseball, soccer, track and field and other sports. In the same year, Reebok began its
partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection.
In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of the
world's most talented, excitingand cutting-edge athletes. Since then, the company has focused on
those athletes who represent the top echelon of sports and fitness.

2000

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In 2000, Reebok and the National Football League announced an exclusive partnership that
serves as a foundation of the NFL's consumer products business. The NFL granted a long-term
exclusive license to Reebok beginning in the 2002 NFL season to manufacture market and sell
NFL licensed merchandise for all 32 NFL teams. The license includes on-field uniforms, sideline
apparel, practice apparel and an NFL-branded footwear and apparel collection.

2001

In 2001, Reebok formed a long-term strategic partnership with the National Basketball
Association under which Reebok designs, manufactures, sells and markets licensed merchandise
for the NBA, the Women's National Basketball Association (WNBA) and the National
Basketball Development League (NBDL), the NBA's minor league. Reebok secured the
exclusive rights to supply and market all on-court apparel, including uniforms, shooting shirts,
warm-ups, authentic and replica jerseys and practice gear for all NBA, WNBA and NBDL
teams. Reebok also had exclusive rights. with limited exceptions, to design, manufacture, and
market and sell headwear, T shirts, fleece and other apparel products for all teams in most
channels of distributions. In 2006. Reebok transferred the NBA rights to the adidas Brand.

2002

In 2002, Reebok launched Reebok - a collection of street-inspired footwear and apparel hook-ups
designed for the young man and woman who demand and expect the style of their gear to reflect
the attitude of their lives: cool and edgy, authentic and aspirational. Inspired by street fashion,
Reebok's marketing culturally relevant as well. With many of the industries most marketable and
valuable sports assets on its roster, Reebok rolled-out an integrated marketing campaign that
fused together sports,

music, technology and entertainment, and was designed to connect the Reebok Brand to millions
of new consumers around the world. The global marketing campaign was launched in early 2002
and featured select Reebok athletes paired with some of the music industry's most successful hip-
hop and rap artists. Reebok tapped into something the industry had not yet seen, and became a
pioneer in the fusion of sports, music and technology.

2003

2003 was a landmark year for Reebok. Reebok formed an unprecedented partnership with rap
musician Jay-Z, which included the design and marketing of the "S. Cartera Collection by

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Reebok," which was launched in April. With the partnership, Jay-Z became the first non-athlete
to have a signature athletic footwear collection. The launch of Jay Z's first shoe was extremely
successful around the world. Later that year, Reebok teamed up with another superstar of the rap
world, 50 Cent. The result was the equally successful "G Unit Collection by Reebok."

2004

In 2004, Reebok became the world's leading producer of hockey apparel and equipment with its
acquisition of The Hockey Company. The Hockey Company's brands, CCM, Koho and Jofa, are
among the most respected in the sport.

Reebok has a long-term licensing agreement with the National Hockey League, under which the
company served as the supplier of authentic "on-ice" game jerseys to all 30 NHL teams. It also
has the exclusive worldwide rights to manufacture and market authentic, replica and practice
jerseys using the names and logos of the NHL and its teams. Reebok also has exclusive
agreements with the Canadian Hockey League, the American Hockey League and the East
Coast Hockey League.

2005

In early 2005, Reebok launched Reebok Hockey, a new and innovative line of ultra high
performance hockey equipment, sticks and skates and signed hockey phenom Sidney Crosby,
who has lived up to his billing as the league's next great player. In two short years, Reebok
Hockey has become one of the most visible and in-demand hockey brands on the market.

In 2005, Reebok launched its largest global integrated marketing and advertising campaign in
nearly a decade. "I Am What I Am" is a multi-faceted campaign which links all of the brand's
marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign
encourages young people to embrace their own individuality by celebrating their contemporary
heroes. Celebrities featured in the campaign include music icons Jay-Z, Daddy Yankee and 50
Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas
and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder
Stevie Williams.

2006
In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide sporting
goods industry landscape. Shortly after the close of the acquisition, Reebok Chairman and CEO

2
Paul Fireman announced he was leaving the company to pursue other interests, and Paul
Harrington was named President and CEO of the Reebok brand. Today, the adidas Group, which
includes the adidas, Reebok, Taylor Made adidas Golf and Rockport brands is a global leader in
the sporting goods industry and offers a broad portfolio of products. Products from the adidas
Group are available in virtually every country of the world. Activities of the company and its
more than 80 subsidiaries are directed from the Group's headquarters in
Herzogenaurach, Germany.

2007-08

Reebok launched Run Easy, one of the most comprehensive running campaigns in the brand's
history. The goal of the campaign was to inspire consumers around the world to fulfill their
potential and celebrate their individuality. The message of the campaigna was that while many
other brands speak about the "blood, sweat and tears" of running, Reebok celebrated the
camaraderie, joy and fun of running - Run Easy.

In addition, Reebok's partnership with the National Hockey League took center stage with the
unveiling the Reebok Edge Uniform System, a complete, team-wide redesign and re-engineering
of the NHL uniform, and the opening of the NHL Powered by Reebok retail store in New York
City.

Reebok also launched it's "There are Two People in everyone" marketing campaign for the first
half of 2008 in select regions. The global marketing campaign highlights Reebok's unique brand
point of view of celebrating the individual's balance between sport and life. The campaign,
featuring international sport stars such as Allen Iverson, Yao Ming, MS Dhoni and Nicole
Vaidisova, declared that there is more to an athlete than his or her sport.

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2
 CHAPTER 4

RESEARCHMETHODOLGY

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RESEARCH METHODOLOGY
MEANING OF RESEARCH

R = Requirement

E = Estimation

S = Searching

E = Enquiry

A = Allocation

R = Raw data

C = Creativity

H = Helpful for society welfare

Research in common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic.
In fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary
of Current English lays down the meaning of research as “a careful investigation or
inquiry specially through search for new facts in any branch of knowledge.”
Redman and More define research as a “systematized effort to gain new knowledge.”

Some people consider research as a movement, a movement from the known to the
unknown. It is actually a voyage of discovery. We all possess the vital instinct of in
quisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness
makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the
mother of all knowledge and the method, which man employs for obtaining the knowledge of
whatever the unknown, can be termed as re- search. Research is an academic activity and
as such the term should be used in a technical sense. According to Clifford Woody
research comprises defining and redefining problems, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions;
and at last carefully testing the conclusions to determine whether they fit the formulating
hypothesis. D. Shlesinger and M. Stephenson in the Encyclopedia of Social Sciences define

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 research as “the manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge, whether that knowledge aids in construction of
theory or in the practice of an art.”
Research is, thus, an original contribution to the existing stock of knowledge making for
its advancement. It is the per suit of truth with the help of study, observation, comparison
and experiment. In short, the search for knowledge through objective and systematic
method of finding solution to a problem is research. The systematic approach concerning
generalization and the formulation of a theory is also research. As such the term ‘research’
refers to the systematic method consisting of enunciating the problem, formulating a hypothesis,
collecting the facts or data, analyzing the facts and reaching certain conclusions either in the
form of solutions(s) towards the concerned problem or in certain generalizations for some
theoretical formulation.

RESEARCH METHODOLOGY

Research always starts with a question or a problem. Its purpose is to question through the
appli- cation of the scientific method. It is a systematic and intensive study directed
towards a more complete knowledge of the subject studied. Marketing research is the
function which links the consumer, customer and public to the marketer through
information- information used to identify and define marketing opportunities and problems
generate, refine, and evaluate marketing actions, monitor marketing actions, monitor
marketing performance and improve understanding of market as a process.
Marketing research specifies the information required to address these issues, designs, and
the method for collecting information, manage and implemented the data collection
process, analyses the results and communicate the findings and their implication. I have
prepared our project as descriptive type, as the objective of the study demands the
answers of the question related to find the potentiality of life insurance in Delhi: How
much potential is there in Delhi.

The research process includes the following steps:

Defining the problem.

Statement of research objectives.

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 Planning the research design.

Planning the sample.

Collection of data.

Analyzing the data.

Formulation of conclusion.

Preparation of the report

TYPES OF RESEARCH

Exploratory Research

Descriptive Research

Types of Research

Exploratory Research Descriptive Research

Exploratory Research

It is done to generate new ideas; respondents should be given sufficient freedom to

express themselves. It is generally based on secondary data that are readily available.
Therefore unable toframe detailed research questions.

Descriptive research
It is undertaken when researcher is interested in knowledge the characteristics of
certain groups such as age; sex; educational level; occupation or income; interested in
knowledge the proportion of it in a given population who have behaved in a particular
manner; making the projections of a certain things; or determining the relationship
between two or more variables, descriptive study may be necessary.

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DATA COLLECTION METHOD

Data collection methods can be classified into two methods:

Primary methods

Secondary methods

DATA COLLECTION METHOD

Primary method secondary metho

PRIMARY METHODS

Data directly collected by a researcher is known as Primary Data. The methods used for
collecting primary data may be: Survey. Observation.

Sources of primary data

Interview methods

Depth interviews

Mail interviews

Telephone interviews

Delphi technique.

Projective technique

Focus group interviews

Questionnaire

Structured

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 Unstructured

Semi-unstructured

SECONDARY METHODS

Data not originally collected for use in the research project under consideration, but rather
foruse by some other person or for some other project are termed

Secondary Data –

It can be classified into two categories:

Internal Sources

External Sources

Sources of Secondary Data

Internal Sources External Sources

Sales records Credit records

Published Commercial

Directories Demographic data

Periodicals Store audit

Financial records

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Primary data
For the purpose of collecting primary data, the researcher has adopted the method of survey.
Survey can be telephonic, by mail. For the purpose of collected detailed information.
Researcher has chosen surveys based on personal integrity by means of a questionnaire.
Secondary data

It has been collected from various books and internet. Researcher has adopted this method
of collection. As the researcher liters no access to magazines and journal but a plenty of
material was available on the internet.

RESEARCH DESIGN

It is a type of blueprint prepared developing on various types of blueprints available for

the collection, measurement & analysis of data. The design of a research study is based on
the purpose of the study.

Types of research design

Qualitative Research Design.

Quantitative Research Design.

Research design: - Descriptive

The project involved the study of Client’s perception towards real estate sector with
respect tocertain parameters like:
Product

Promotion

Process

Physical evidence.

Samples

Due of time and resource constraints, the sample of the study is taken as one and the
technique ofsampling adopted is convenient sampling

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Data Collection Techniques

This project consists of two parts

PRIMARY DATA COLLECTION AND SECONDARY DATA COLLECTION

The first part is a study of the Reebok, these industries using secondary data sources. This
secondary information has been sourced from the internet and from business related
magazines and newspapers.
The second part of the study has been done using an exploratory research process and a
structured questionnaire was developed for this purpose. For the collection of primary
data questionnaires and personal interview method are used . The reason I used this
method is because a need was felt for the free influx of information about the products.
Also this method allowed the use of skills gained in class.

Sample Design

The population considered for the purpose of the survey was people residing in Delhi and
the National Capital Region (NCR).

Sampling Technique Used

Since the information required was not of a very technical nature and also looking at the
scope ofthe project and the extent of the target segment, the sampling technique employed
was Conven- ience Sampling. I administered the questionnaires.

Sample Size

I have restricted the sample size to 200 respondents. This was done keeping in mind the
time constraints and the fact that I felt that this number would be enough to serve the
information needs.

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The objective of the Study:
In Reebok, the objective of the marketing mix is to create a winning combination of product,
price, promotion, and place to meet customer needs and achieve business goals.

• To find out the awareness regarding Reebok shoes.

• To find out the most important source through which customers came to know about
Reebok shoes.
• To find out the factors influencing the purchase of Reebok shoes.

To find out the factors influencing the purchase of branded shoes.

Scope of the study

• Our group has selected the Indian Footwear (Athletic) as Product Category.
• The main multinational players in this industry are Nike, Puma, Fila, adidas & Reebok.
Indian players include Action Shoes Ltd., Liberty Footwear Co., and Bata India Ltd.
• This report will mainly consider Reebok and a research on it.
• By way of research, we have conducted a consumer survey, as well as spoken to a few
retailers of the 3 top brands in the industry.

The limitations of the study

The limitations of Reebok's marketing mix include potential challenges in effectively targeting
specific customer segments, managing pricing strategies in a competitive market, ensuring
consistent promotion across different channels, and optimizing distribution channels for
maximum reach and availability.

✓ Limited time for the study.

✓ Respondents were hesitating to give the response.
✓ Scope of the study is limited to the Gondia city only.
✓ During the analysis of data, there is possibility of occurrence of human error

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 Chapter 5

DATA ANALYSIS

&

INTERPRETATION

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 Analysis and interpretation of data

1) Gender

Sex No of Respondents
73
Male
27
Female

Interpretation:- Majority of the respondent's i.e., 73% are males.

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 2) Marital Status

Marital Status No. of Respondents

Unmarried 77
Married 23

Interpretation:

Majority of the respondent's i.e., 77% are Unmarried.

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 3) Empoyment Status

EMPLOYMENT STATUS NO. OF RESPONDENTS

Student 46
Business 10
Employed 37
Unemployed 7

Interpretation:

Majority of the respondent's i.e, 46% are Student.

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 4) Are you aware about brand shoes (Reebok)?

Awareness about Branded Shoes No of Respondents

yes 92
No 8

Interpretation:

Majority of the respondents i.e., 92% Aware about Branded Shoes

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 5) What brand you wear other than Reebok?

Name of the Brands NO. Of Respondent

Addidas 33
Bata 17
Nike 37
Action 13

Interpretation:

Majority of the respondents i.e., 37% ,33%(Nike, Addidas) Aware about Branded Shoe

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 6) Sources of Information

Sources NO. Of Respondent

Advertisment 20
Company Profit 17
Relative 13
Friend 43
Other 7

Interpretation:-

Majority of the respondents i.e. 43% have acquired the informationRegarding the Reebok shoes
is from friends.

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 7) How did you Purchase your shoes

Source No of Respondents
Cash 100
Credit 0

Interpretation:

Majority of the respondents i.e. 100% are purchase in Cash

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 8) Influencing Factors

Factors No of respondents percentage

Quality 33 33%
Durability 15 15%
Price 15 15%
Brand Name 9 9%
Reference Opinion 10 10%
Other 15 15%

Interpretation:

Quality is the main influencing factor followed by Durability and Price.

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 9) What do you think about the quality of your Shoes; while using it?

Name of the Brand No of Respondents

Excellent 20
Good 30
Satisfactory 37
Poor 13

Interpretation:

Users Are Satisfied

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 10) Would you suggest others to purchase the branded Shoes(Reebok) ?

Suggest other to purchase No of Respondents

Yes 73
No 27

Interpretation:

73% Suggest To Purchase Shoes.

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 CHAPTER-6
CONCLUSIN
&
SUGGESSION

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FINDINGS

• Males are the main customers of Reebok as compared to female.. Youngsters are the
prime customer of Reebok.
• Customer having annual income 2 to 5 lakhs are the main target Market. There are more
occasional customer as compared to regular.
• Customers are attracted by signage (reduced price, sales promotion etc.)
• Customers are more concern about brand image and price when buying from Reebok.
• Most of the customers believe that Puma can be a substitute of Reebok.
• Moreover, in terms of genders response it was found that women were more influenced
by signages as compared to men in making their purchase decisions.
• Non-working women were the ones who were much influenced by signages.
• The degree of attractiveness of different elements in decreasing order is Display>Store
Front>Lighting>Interior Design>Music>Color

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CONCLUSION

• Majority of the customers i.e.(89%) are aware about Reebok shoes.

• Friends i.e.(74%)is the most important source through which customers came to know
about Reebok shoes.
• Price i.e.(30%) & quality i.e.(23%)are the factors which influence the customers to
purchase Reebok shoes.
• Reebok i.e.(76%) is the most preferred brand of sports shoes in Gondia city city
• Context - fashion items, seasonal, high uncertainty in demand
• Newsvendor with Risk Pooling provides way to plan for and exploit postponement
options
• Results in higher profits, 95% service level, better mix of end-of-year inventory.
• Results in much different inventory plan - greater use of blanks and local finishing
• Project resulted in planning tool and new insights for planning for Reebok, and a thesis!
A second project focuseda on forecasting

SUGGESTION

• There are still efforts are needed to make people aware about Reebok shoes.
• Reebok Company must provide after sale service to their customers
• Companies shall introduce or increase the range of their product in respect of price so
that a lower middle class people may also afford to have Reebok shoes.

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CHAPTER-7 ANEXURE
BIBLIOGRAPHYQUETIONNAIRE

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 BIBLIOGRAPHY

Marketing Management - Philip Kotler

Research Methodology

- C.R.Kothari

Marketing Research - Dr. D.D.Sharma

Fundamental of Marketing- William J.Stanson.Michael J. Etzd

WEBLIOGRAPHY:

http://en.wikipedia.org/wiki/Reebok

www.kicksneakershoes.com.

http://www.mouthshut.com/review/old-recent-reviews.php

http://www.reebok.com

http://www.scribd.com

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Q 1). Gender

a) Male
b) female

Q 2. Marital Status?

a) Unmarried
b) Maried

Q3. Employment Status ?

a) Student
b) Business
c) Employed
d) Unemployed

Q4. Are you aware about brand shoes (Reebok) ?

c) Yes
d) No

Q5. What brand you wear other than Reebok?

a) Addidas
b) Bata
c) Nike
d) Action

Q6. Sources of Information ?

a) Advertisment
b) Company Outlet
c) Relative
d) Friend
e) Other

Q7. How did you Purchase Ypur Shoes ?

A) Cash
B) Credit

Q8. Influencing Factors ?

a) Quality
b) Duraility

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 c) Price
d) Bread Name
e) Other

Q 9. What do you think about the quality of your Shoes; while using it?

a) Excellent
b) Good
c) Satisfatory
d) Poor

Q 10. Would you suggest others to purchase the branded Shoes(Reebok) ?

a) Yes
b) No