Reebok in the ndian market
... In October 95 Reebok entered the Indan market a year before its compertitors, Adidas and Nike, offering 65 varieties of sport shoes and sport clothing such as T-shirts, shorts and sweatshirts in 5 exclusive stores in two cities (Delhi and Mumbai). ... In december 2001 Reebok created 80:20 joint venture with Delhi – based Phoenix Overseas (Reebok India Co.) Fallowing the parents company strategies it has focused on the fitness market. ... The aim of this strategy was that of introducing Reebok first in india and than in the other contries such as Brazil and Africa, enabling to create a singerjy on product devoloping cost. ... In my opinion focusing on the conceptstore anabled Reebok to avhieve a competitive advantage on its main market competitors, Adidas and Nike. ... In addition to this Reebok combined this shoes supply with the range of clothes for aerobics, tennis and gymwear for wamen. After having adopted this operations, Reebok had 65 exclusive retail space in 78 cities in India. ... Another strategy that made Reebok a market leader was increasing the fitness awarness. That’s why Reebok started to trainee fitness Alliance (RIA) program, where at the end of the course they could start up with their own physical fitness centers. In 2002 Reebok had three fitness centers in the country. ... Morover in 2002 they made a collection for women (it was both fitness line and it’s classic line with the union of polos and yogo pantes) From the consept products they also come up with personal fitness equipments such as heart rate monitors, yogo mats, ankle weights, dumbbells, tubing and trampolines Reebok as a company spent 70 percent of its promotional budget on fitness related event and activites in additon to this Reebok diferentiated from its competitors. Reebok also entered the kids foot wear, apparel anc accessorie market which was estimeted to be Rs 4. ... ) In 2001, Reebok lauched its new footwear range colled Reebok kids, whoese target was school going kids. ... For this reason Reebok accepted to sell its products at a low margin what is more Reebok wanted to makeit shoe price acceptable for the kids parents. ... Reebok kids products are specially desined for the schoolgoing kids, with school logos and school colores on it. As a result the kids business became the key profit center for reebok campany compered to fitness and sport products, there for the company supported new aerobics program for students and aspiring young golders in their training process by sponsoring various tournaments. In my opinion being the first company who entered Indian market, Reebok made the first step. Become the market leader obtaining these resuts: At the beginning through agreement with Bata, strenghtened its position in market, saling its products in exclusive stores as well as Batas chain.