Synopsis: Reebok Brand Assessment

Participant Details:
Name: Harangad Singh Saluja
Batch: MBA Part Time 2012-15
Project Guide: Dr. Ravi Shanker

Introduction The Problem

Reebok needs to define its brand value to consumers in a fragmented and dynamic
global sportswear market. Its brand image has taken a serious hit owing to factors
such as struggle to make an impact with its sports shoes that are designed to boost
muscle tone, recent fraud in the Indian market and dispute with the US National
Hockey League players.

Objectives of the study

To understand the existing brand portfolio of Reebok, identify the current brand
perception, determine the competitive landscape, develop relevant insights and lay
out the Brand Strategy Opportunities

Scope of the study

The scope of the study is to understand brand perception and brand resonance of
Reebok globally, and depending on data availability deep dive into the Indian
markets to generate relevant insights.

Research Methodology

As a start, the scholar will conduct Qualitative Research and look into freely available
sources via desk search; these include market reports from Consumer Products
dedicated databases such as Euromonitor. Post, the scholar will resort to conducting
interviews with relevant industry stakeholders to understand the range of views,
opinions, and feelings towards the issues that needs to be addressed.
If required, the scholar will conduct a quantitative research to provide statisticallyrobust evidence on which reliable decision/analysis/recommendations can be made.
The evidence/data hence obtained will be analyzed using various statistical tools.

Period of the study

The project will be submitted in two phases:

The first/interim draft of the project will be submitted on 10/01/2015

(dd/mm/yy)

The final project submission will be on 08/02/2015 (dd/mm/yy)

Limitations of the study

The scholar foresees the following limitations in the study:

There might be lack of prior research studies on the topic

Lack of available and/or reliable data

Lack of Sample size, which might give a myopic view on the study

Self-reported data is limited by the fact that it rarely can be independently

verified

Bibliography
Beside primary sources, the scholar intends to exhaust the following sources to
conduct the study:

Annual Reports of respective companies

Euromonitor International Information Database

Company websites

Mintel

News websites such as Economic Times, WSJ and Business Week

Specific apparel/foot wear websites