Strategic Marketing Managment Essay Example | Topics and Well Written Essays - 1000 words - 1

Strategic Marketing Managment - Essay ExampleReebok began as an athletic shoe brand for the womens aerobics segment because it had substantive consumer insights about the women segment. However, Reebok then changed its positioning strategy and it is now positioned as a lifestyle shoe demanded by several juvenility markets. The most important reason behind this change in positioning strategy was the merchandising research that enabled Reebok to identify and analyse the scope of targeting new groups. Reebok managers had silent that a strong gap exists in the market of teenagers and young adults (youths), where there has been a never-ending demand of lifestyle footwear, apparel and accessories. For instance, Reebok marketers were also aware of the fact that their customers have inclination towards fitness and training, which could be met if they are offered premium quality fitness shoe brands and other supporting products. In this way, Reebok initiated a business working out plan an d launched its new positioning campaign to create awareness about companys expanded product portfolio among Reeboks women, men and classics segments. In this way, Reebok heighten its growth in the United States, North American and Europe markets. Distribution channel members (especially retailers) also played their vital role in positioning of Reeboks products in the minds of end-users. ... In other words, a market could be divided into segments comprising customers with differences in ages, lifestyle, attitudes, behaviours, norms, standards, desires, income, education, marital status, religion, language, customs and traditions etc. Segmentation is an inevitable part of marketing strategy because it directly impacts marketing mix planning. Reebok has divided its market into 3 core segments that include Reebok mens, womens and classics. The sub-segments include Young adults (age 14 24 years), adults (age 25 40 years), middle-aged (age 40 55 years) and seniors (age 56 years and ab ove). In addition, the customers are also divided into middle middle, upper middle and selected social classes to increase market reach and sales revenue. Indeed, the shoe-maker which has now become a part of Adidas group targets initially targeted women by coming up with a comprehensive idea of womens fitness with fun to enhance its credibility among women customers. The group reinforced its ideas regarding womens fitness during 2009 and 2010 when it launched EasyTone, RunTone and TrainTone collections followed by launch of new womens programmes and partnerships. The second core segment is known as Reeboks men and the marketers target male customers. The company has established cordial ties with worlds hand athletes, professional leagues and teams because these are opinion leaders and they facilitates in brand positioning and building consumer mindsets. This segment has immense potential because of natural inclination of a puffy majority of males in outdoor sports, athletic v entures, sporting and fitness activities. ReeZig and