Reeboks Overview Reeboks principal business activity is to design, development & worldwide marketing of high quality footwear, apparel,

, equipment. Distributed around the world: !sia, !ustralia, "anada, #urope, $atin !merica, and the %nited &tates' Reebok is (rd largest seller of athletic footwear and athletic apparel in the world. Remain market leader since )**+ #mployees: *,),- only in %&!. HISTORY OF REEBOK 1890-1930's Reebok.s %nited /ingdom0based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. &o, in the )1*,s, 2oseph 3illiam 4oster made some of the first known running shoes with spikes in them. 5y )1*6, he was in business making shoes by hand for top runners7 and before long his fledgling company, 2.3. 4oster and &ons, developed an international clientele of distinguished athletes. 8he family0owned business proudly made the running shoes worn in the )*-9 &ummer :ames by the athletes celebrated in the film ;"hariots of 4ire.; 1950-1980 <n )*61, two of the founder.s grandsons started a companion company that came to be known as Reebok, named for an !frican ga=elle. <n )*>*, ?aul 4ireman, a partner in an outdoor sporting goods distributorship, spotted Reebok shoes at an international trade show. @e negotiated for the Aorth !merican distribution license and introduced three running shoes in the %.&. that year. !t B+,, they were the most eCpensive running shoes on the market.

1980's 5y )*1), Reebok.s sales eCceeded B).6 million, but a dramatic move was planned for the neCt year. <n )*1-, Reebok introduced the first athletic shoe designed especially for women7 a shoe for a hot new fitness eCercise called aerobic dance. 8he shoe was called the 4reestyleD, and with it Reebok anticipated and encouraged three maEor trends that transformed the athletic footwear industry: the aerobic eCercise movement, the influC of women into sports and eCercise and the acceptance of well0designed athletic footwear by adults for street and casual wear. #Cplosive growth followed, which Reebok fueled with new product categories, making Reebok an industry leader. <n the midst of surging sales in )*16, Reebok completed its initial public offering stock symbol is AF&#: R5/'. ! year later, Reebok made its first strategic acquisition, 8he Rockport "ompany. 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. <n the late )*1,s, Reebok began an aggressive eCpansion into overseas markets and Reebok products are now available in more than )>, countries and are sold through a network of independent and Reebok0owned distributors. "reating innovative products that generate eCcitement in the marketplace has been a central corporate strategy ever since Reebok introduced the 4reestyle. <n the late )*1,s, a particularly productive period began with 8he ?umpG technology and continues today, with breakthrough concepts and technologies for numerous sports and fitness activities. 1990's <n )**-, Reebok began a transition from a company identified principally with fitness and eCercise to one equally involved in sports by creating several new footwear and apparel products for football, baseball, soccer, track and

field and other sports. 8hat same year, Reebok began its partnership with golfer :reg Aorman, resulting in the creation of 8he :reg Aorman "ollection. <n the late )**,s, Reebok made a strategic commitment to align its brand with a select few of the worlds most talented, eCciting and cutting0edge athletes. &ince then, the company has focused on those athletes who represent the top echelon of sports and fitness. 1999-2000 <n )***0-,,,, Reebok and the Aational 4ootball $eague announced an eCclusive partnership that serves as a foundation of the A4$s consumer products business. 8he A4$ granted a long0term eCclusive license to Reebok beginning in the -,,- A4$ season to manufacture market and sell A4$ licensed merchandise for all (- A4$ teams. 8he license includes on0field uniforms, sideline apparel, practice apparel and an A4$0branded footwear and apparel collection. o!os

"ro#$%&s

Br'(#s Reebok <nternational Rock ?ort R5/ ""H @ockey 3orlds largest' :reg Aorman !pparel Ralph $auren 5rand 8he @ockey "ompany !via Infield !pparel !thletic footwear DHJ-,,,

 (D %ltralite Ralph $auren !pparel line

Reebok S&o%k I()or*'&io( +,YSE-RBK &tock &ymbol: R5/. 3ent public in )*16 and is traded on the Aew Fork &tock #Cchange. &hare ?rice -,,+ -,,> -,,1 -,,* B +*.+B 61.() B 6+.*> B 6+.6(

REEBOK'S .ISIO,

Reebok is dedicated to providing each and every athlete 0 from professional athletes to recreational runners to kids on the playground 0 with the opportunity, the products, and the inspiration to achieve what they are capable of. 3e all have

the potential to do great things. !s 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 un0reachable.

"RO"OSE/ .ISIO, ST0T1E,T

K"ontinue to bring inspiration to present and future athletes, while maintaining the company.s standard of quality for its products.L

REEBOK'S 1ISSIO,

02w'3s 45'22e(!e '(# e'# &5ro$!5 4re'&ivi&3 !t Reebok, we see the world a little differently and throughout our history have made our mark when weve had the courage to challenge convention. Reebok creates

products and marketing programs that reflect the brands unlimited creative potential.

"RO"OSE/ 1ISSIO, ST0T1E,T

8o continue to offer quality products with increasing growth in the industry and eCpanding globally. Iur mission has always been to provide a competitive edge by developing the most technological products. /eeping in mind fair labor practices in all our suppliers factories, while maintaining a competitive advantage, with the shareholders interests, and company profits in mind. 3e also believe our employees are one of our most important assets. 8o increase the responsibility towards the environment by evaluating the impact of day to day operation and attempts to change operations that have a negative impact.

REEBOK'S "OSITIO,I,6 4e2ebr'&e I(#ivi#$'2i&3 i( S7or& '(# i)e Reebok understands that people are, above all, unique. Reeboks positioning reflects this7 celebrating the distinct

qualities that make people who they are 0 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. 3hile some may call them cra=y or eccentric, Reebok calls them visionary and original. REEBOK'S "8R"OSE To E*7ower 62ob'2 Yo$&5 &o F$2)i22 &5eir "o&e(&i'2 Reebok recogni=es that it has a responsibility to make a positive, lasting difference in the lives of our consumers, employees, partners and the world at large. 4or two decades, @uman Rights, through the Reebok @uman Rights program, were the primary focus of this effort. <n -,,>, Reebok eCpanded on what had been built and created a :lobal "orporate "iti=enship platform with a purpose for the brand, Mto empower global youth to fulfill their potential. 8he primary pillar of the platform is Reebok 9 Real, which combines and maCimi=es the energy, resources, funds and passion of employees, athletes and artists, and our retail partners to create a Mnetwork of empowerment that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

E%o(o*i% "er)or*'(%e +S'2es b3 re!io(s-

2007 USA UK Europe 1,609 M 545 M 476 M

2008 1,858 M 522 M 585 M

2009
2,000 M 661 M 510 M

Other countries

267 M

258 M

47 M

,e& S'2es99 199: 1998 1999 ; 3<=>1 1 ; 3<223 1 ; 2<89: 1

,e& I(%o*e ; 135?12 ; ; 23?92 11?0> ;:>31

,e& s'2es #e%re'se+199: &o 1999-@ ,e& I(%o*e #e%re'se +199: &o 1999-@ ;12>?081

&ales &hoes' >-N O&ales !pparels' -1N

Ke3 i(&er('2 F'%&ors 0))e%&i(! Reebok

S&re(!&5s ?rofits increasing ?aul 5. 4ireman, "#I "arl 2.Fankowski, #P? 8eams more connected to the consumer Hulti0brand strategy Dedication to employees @ydro mover moisture technology DHJ technology. 9 maEor divisions & + &5%s !dvertisement campaign

Ae'k(esses

1999 1,609 M 545 M 476 M 267 M

1998 1,858 M 522 M at their 585 M 258 M

1997 2,000 M 661 M 510 M 47 M

USA UK Europe

Rely on retail stores to sell products <ssues with foot lockers ?oor employment practices manufacturing sites

international

@eavy dependency on footwear sales

Other countries

IFE +I(&er('2 F'%&or Ev'2$'&io(- 1'&riB

I(&er('2 s&re(!&5

Aei! 5& 0?01?0

R'&i( Aei!5&e# ! S%ore 1-> ( 9 9 9 9 ( 9 9 ( ( +ABR,.)6 ,.9, ,.9, ,.-, ,.-, ,.)6 ,.9, ,.9, ,.)6 ,.)6

?rofits increasing ?aul 5. 4ireman "#I "arl 2.Fankowski, #P?

,.,6 ,.), ,.),

8eams more connected to the ,.,6 consumer Hulti0brand strategy Dedication to employees @ydro mover technology DHJ technology 9 maEor divisions & + &5%s !dvertisement campaign I(&er('2 Ae'k(ess ,.,6 ,.,6

moisture ,.), ,.), ,.,6 ,.,6 Aei!

R'&i( Aei!5&e#

5& Rely on retail stores to sell ,.,6 products <ssues with foot lockers ,.,6

! ) ) -

S%ore ,.,6 ,.,6 ,.-,

?oor employment practices at ,.), their international manufacturing sites @eavy dependency on footwear ,.), sales To&'2 +i(%2$#i(! S&re(!&5s C 1?00 Ae'k(esses-

,.-, 3?20

Ke3 EB&er('2 F'%&ors 0))e%&i(! Reebok

O77or&$(i&ies #stablished obEectives Result0oriented culture &trengthen management team

 "ontempori=e products Relevant advertising and marketing campaigns :row quality market share Restructured production creation teams K<ts a 3omans 3orldL Q young women K8he &ounds consumers and Rhythm of &port.L Q fashion

Aational 4ootball $eague campaign "hanged leadership for difficult brands !bility to create synergy between brands &pecial 8echnology

T5re'&s

&trong %& dollar 3eak department store channel 4oreign market is suffering #conomic decline in key markets "hinese products &trong "ompetition

EFE +EB&er('2 F'%&or Ev'2$'&io(- 1'&riB O77or&$(i&ies Aei! 5& 0?01?0 #stablished obEectives Restructured creation teams ,.)6 R'&i( Aei!5&e# ! S%ore 1-> 9 ( ) ) 9 +ABR,.+, ,.), ,.(, ,.), ,.), ,.,6 ,.,( ,.9,

production ,.,6

K<ts a 3omans 3orldL Q young ,.), women K8he &ounds and Rhythm of ,.,6 &port.L Q fashion consumers Aational campaign 4ootball $eague ,.,6

"hanged leadership for difficult ,.,6 brands !bility to create between brands &pecial 8echnology T5re'&s &trong %& dollar synergy ,.,( ,.), Aei! 5& ,.),

R'&i( Aei!5&e# ! S%ore ) ,.-, ,.,(

3eak department store channel ,.,(

4oreign market is suffering #conomic markets decline in

,.,6 key ,.,6 ,.,* ,.), C 1?00

,.), ,.), ,.)1 ,.), 2?38

"hinese products &trong "ompetition To&'2+O77or&$(i&ies T5re'&s-

4o*7e&i&ive 7ro)i2e *'&riB

0&52e&i% 1'rke& S5're

4o(%2$sio(s ! maEor weakness of Reebok is located in their top management. 8hey lack top management depth and face high management turnover. 8his is attributed to the "#I, ?aul 4iremans inability to delegate efficiently. /ey employees and top management were sometimes left out of the ;loop;. !dditionally, the board of directors felt 4iremans salary was too high. <n advertising, Reebok had difficulty positioning itself. Reebok changed advertising agencies eight times and they earned a reputation as a difficult client. Reebok aimed to differentiate its shoe and apparel lines and hired &haquille IAeal as a superstar endorser. 8hen Reebok changed

advertising agencies and &haqs new role was contradictory to the old. Reebok largest customer is 4ootlocker, yet they established poor relations with them, when they ignored their request to manufacture a specialty line eCclusively for 4ootlocker. Reebok was a poor listener to 4ootlocker, which has a good ear to consumer wants and needs.

S$!!es&io( C Re%o**e(#'&io(s <mmediately, Reebok should drastically improve its relation with its largest distributor 4ootlocker. 8hen evaluate its manufacturing situation in the 4ar #ast, to see if the benefits outweigh the costs of a lowered reputation. 8he firms RI< has decreased and they need to manage their new assets better. 3e would recommend a brief turnaround strategy. "ontraction would include increasing their accounts receivable turnover to increase profits by collecting their accounts sooner and divesting in unprofitable divisions that dont follow their marketing strategy like the health and fitness clubs. 8hen in the "onsolidation phase they can

measure their success by aiming for increases in their fiCed asset turnover and RI< ratios. $astly, and most importantly, Reebok needs to improve their top management environment and utili=e the skill that they are paying for. <gnoring delegation duties in the top management will not reduce the management turnover and will limit managements progress. Reebok has a strong name and even stronger campaign plans. @owever, the company has a few areas that need to be analy=ed and corrected. 8he areas include: Reliance on department store channels &uffering foreign markets 4ind markets that are not in an economic decline &trengthen the brand name and message of suffering brands Aeed strong goals and plan to grow the sales & global reputation 5y changing advertising agencies frequently, Reebok has dug themselves in a marketing hole. 8o accomplish their current goals they need to produce better marketing campaigns. "hange Hanagement.

CERTIFICATE
The project report titled of COMPANY PROFILE

OF REEBOK Prepared by BHUPENDRA RAJPUT,

under the guidance and supervision of Mr. Ra e!" #$p%a

&Le'%$rer OF B.B.A. Dep%%. OF ((HC, JAIN IMR (A#AR) for the partial fulfillment of the degree of Ba'"e*or
of B$!+,e!! Ad-+,+!%ra%+o, is satisfactory in respect of :Co--e,%! B. E0a-+,er ($per/+!or Head of Dep%%.

1. Co,%e,%! a,d pre!e,%a%+o, of %"e !$2 e'% -a%%er 3. La,4$a4e 5. E-2od+e! %"e or+4+,a* 6or7 of %"e 'a,d+da%e. 8. ($2-+!!+o, 6+%"+, d$e da%e

Signature of Examiner

Signature of Supervisor

Signature of H.O.D.

DECLARATION B CANDIDATE

I declare that the project report on !COMPANY

PROFILE OF REEBOK +, (a4ar C+%. is my own

work, conduct under the supervision of Mr. RAJE(H

#UPTA &Le'%$rer OF B.B.A. Dep%%. OF ((HC, JAIN IMR (A#AR) Affiliated to Dr. Hari Singh Gour
niversity, Sagar .!o the "est of my knowledge the report does not contain any work which has "een su"mitted for the award of any degree, anywhere.

Signature of t"e Can#i#ate

B5$7e(#r' R'D7$& BB0 2,/ Se*?

04K,OA

E/6E1E,T

< would like to pay my sincere thank to Mrs. Parul Guru He'# o) /e7'r&*e(&< &.&.@.". 2!<A <HR, &agar for providing me with the opportunity of doing the proEect Report. 8his report is based on COMPANY PROFILE OF REEBOK, which < will an asset through out my life. < pay my heartiest thanks to my proEect guide Mr. Rajesh Gupta & Facult Me!e"ers Khare Mr. #u!$t Rath%re& Mr. #a'ja & M$ss.

Gar$!a Ch%uras$a Lecturer whom < always found supporting me at times when < was in trouble. @e is very supporting and helping, without his < would not have been completed my proEect report successfully. !t last < would like to thank all staff members of my department, parents and friends for this kind support and suggestions.

B5$7e(#r' R'D7$&
BBA II Semester

$REFACE
!he project report has an o"jective to get the ##A student familiar with real life "usiness situation and gives an opportunity to the student of understand the theoretical concepts of marketing and finance in practical way. In today$s world %&onsumer is the 'ing( consumer test and preference go alone way in the actual sales of the product. )very research work has to deal with various people in concern organi*ation and each of them have their own opinion and thinking a"out various topics. !he main aim of the survey report was to determine the Company Profile of Reebok I tried my "est to e+press the report through satisfactional representation, graphs, pie diagrams etc. and it helped me to enhance my knowledge I am e+tremely happy to place "efore our esteemed

teachers. !he report of the survey carried in the city of Sagar on &ustomer Satisfaction of ,ee"ok.

BIBLIOGRAP(Y
Mar)et$'* Ma'a*e!e't + #$r Ph$l$p K%tler Mar)et$'* Research #har!a -e" #$tes+ ....*%%*le.c%! ....ree"%).c%! ....ree"%)/$'0$a.c%! + Mr. ,.,.

I1IT0TIO,S
Aon availability of annul report restricted me to have more information. Inly <nternet is medium to know about the whole information about company. 8he time limit is also a factor a factor which is also become as limitation on this proEect. &ome inaccurate data also restricted me.

RESE0R4H 1ETHO/O O6Y /'&' %o22e%&io( 1e&5o# 5oth primary and secondary datas was considered and studied for the proEect. "ri*'r3 /'&' 8hese are the datas which are not readily available to the user or researcher but these datas has to be collected by some one primarily for their own use. 8hey are specifically collected for certain research. 4or specific research proEect at hand for obtaining state about company profile of Reebok Se%o(#'r3 /'&'

Refers of those data, which are collected and distributed is parts and are already available in firm company internal needs and commercial trades and private publication. <n the study secondary data were used for required information like:0 "ompany profile of Reebok

OBJECTIVES OF PROJECT

8o know about the 4inancial ?osition of the company. 8o collect information about the company. 8o know company. about the market share of

 8o know about the &3I8 analysis of company. 8o ascertain the dealers attitude towards the company. 8o 4ind out the problem & suggestion to consumers. 8o study company.
.

organi=ed

structure

of

the

48STO1ERS E8ESTIO,,0IRE
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a. @igh a. Aewspaper @oardings

b. $ow b. Haga=ine

c. Reasonable c. 8.P. d.

(. @ow did you come to know about this brandR

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