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On
Comprehensive Marketing
Analysis
Of
1
ACKNOWLEDGEMENT
Anshul Arora
BBA- 6th Semester
2
INDEX
Page No.
Reebok- History 5
Swot Analysis 34
Promotion 42
Achievements 63
Review 67
3
Name
of
The Organization
4
DATE OF ESTABLISHMENT
AND
groups.
5
example specially designed shoes for football, running,
franchisee showrooms.
Date of Establishment
aspect in the success of any retail outlet. Since Reebok has its
own brand image, which the company has built over the years.
6
Address and Location
Address
New Delhi.
JEESE ENTERPRISES
7
TYPES OF RETAILERS
products is very limited, that is, there are only a few types of
for the item. The sales executives are kept to assists the
products.
Examples: Athlete’s Foot, Tall Men, The limited, and the body
Shop.
8
Franchise Organization: Contractual association between a
Nordstrom, Bloomingdale’s
Safeway, Jewel.
9
Convenience store: Relatively small store located near
wholesale prices and sole less than retail: often leftover goods,
10
Independent off-price retailers are owned and run by
India.
TYPES OF CUSTOMERS
12
depending upon their age group and the way they are living
their lives.
shoes is a customer.
customers who buy from the outlet again and again is very
high. Thus, they are loyal to the company and the product.
13
Its customer group is television studios; the customer need is
ultraviolet lighting.
14
adding products like apparels, sports equipment and other
health products.
NO. OF EMPLOYEES
15
Mr. Navneet, and three are sales representatives - Mr. Dinesh,
Mr. Sanjeev and Mr. Vishal. There is also one cashier and one
in sales.
16
Product Line, Product
&
Product’s image
17
PRODUCT LINE, PRODUCT
AND
PRODUCT’S IMAGE
goods.
suits.
their locations.
18
The product line of a Reebok retail outlet generally
four sections:
1) Shoes
2) Apparels
3) Sports equipment
1) Shoes
2) Apparels
3) Sports Equipment
PRODUCT IMAGE
itself or its product. Image is the way the public perceives the
beyond the company’s control. The fact that image can have a
20
Now the market is following perfect competition. There
identical in every respect and that the firm accepts the price
21
Organizational Structure
or
Organizational Pattern
22
ORGANIZATIONAL STRUCTURE
OR
ORGANISATIONAL PATTERN
customers.
24
ORGANISATION STRUCTURE
MANAGER
SALES REPRESENTATIVES
SECURITY GUARD
25
Advertising
&
Marketing
26
ADVERTISING & MARKETING
27
This would be true only when advertising is the dominant
since advertising does not work alone, sales record can not be
newspapers.
29
MARKETING MIX
mix.
30
The Four P components of the Market Mix
Marketing Mix
Target
Product Market
Product Place
variety Channels
Returns Relations
Direct
Marketing
Marketing mix decisions must be made for influencing
Typically, the firm can change its price, sales force size,
32
deliver a customer benefit. Robert Lauterborn suggested that
Four Ps Four Cs
Place Convenience
Promotion Communication
communication.
and place.
33
Swot
Analysis
34
SWOT ANALYSIS
Analysis)
form like the one shown in the marketing Memo “Checklist for
weakness, nor should it gloat about all its strengths. The big
35
the company to continue introducing consumer electronic
environmental audit.
Strength
36
• It has an excellent service network. This enables the
product.
Weaknesses
prices.
37
Opportunity
Threat
manufactures.
sponsorship for cricket and other sports. Nike has also bought
38
Buying
&
Selling Policy
39
BUYING & SELLING POLICY
four models:
Models
rates for her brand and, if the probabilities are stable, the
SPRINTER.
41
Promotion
42
PROMOTION
ability and image. Reebok hit back with its own design, the
around the turn of the decade, Nike’s market share rose from
next few years, this was enhanced by the heavy funds Nike
44
was developed after Nike had assessed the results of its heavy
45
Training,
Recruitment,
Remuneration
&
Supervision
46
TRAINING, RECRUITMENT,
accomplish during the call. They did not think of the call as a
47
Today’s customers expect salespeople to have deep
sales training.
company.
competitors’ characteristics.
48
• Sales representatives need to know how to make effective
sales presentations.
and responsibilities.
says.
Such as:-
Advertisements,
49
Private employment Agencies
Present Employees.
employees.
Remuneration
may get.
Diwali.
Supervision
50
problems with the salesman. He sees to that the salesman
Selling Concept
&
Selling Methods
51
SELLING CONCEPT AND SELLING METHODS
52
candidate moves through voting precincts from early morning
flaws are concealed from the public because the aim is to make
the sale, not worry about post purchase satisfaction. After the
view. There is little research into what the public wants and a
party wants.
over capacity. Their aim is to sell what they make rather than
53
But marketing based on hard selling carries high risks. It
will like it; and if they don’t, that they won’t bad-mouth it or
Selling Methods
service.
one receipt is given to the customer and the other is with the
customer and counting the total amount of the bill, will give the
order service. Credit cards like Visa, American Express etc. are
accepted.
54
Layout
&
Display
55
LAYOUT AND DISPLAY
the eyes of the people about the kind of products and variety
can touch, feel and try out the shoes. There are three or four
made by Reebok. Shirts and shorts are also on racks and there
56
is also a try room where the customer tries out the garments.
57
Price Policy
&
Price Range
58
PRICE POLICY AND PRICE RANGE
Price Decision
achieve high volumes and high gross margins. They would like
Most retailers fall into the high-markup, Earns, but the two
normal discounters.
59
Retailers must also pay attention to pricing tactics. Most
builders or loss leaders. They will run storewide sales. They will
Motors’ Saturn division states a low list price for its cars and its
price range is from Rs. 379 to 1400. In the case of shoes price
60
Sales Accounts, Cash
Sales
&
Credit Sales
61
SALES ACCOUNTS, CASH SALES
In this Reebok outlet, the cash book is a self record and all the
sales proceeds are entered into the cash book. The auditor
has fixed prices. This outlet also does not carry out credit sales.
62
Achievements
63
ACHIEVEMENTS
As a retail outlet :
Extension now know that they will be satisfied if they buy from
the customer can try out whatever he buys. Thus the outlet has
As a company:
64
equalled Nike’s annual sales in a fierce competitive battle. In
the target market: young, hip teenagers and adults buy the
day’.
65
To hit back against Reebok, Nike then began to invest
late 1980s, the Nike Air shoe. ‘It was an intuitively simple
cushion it’. But it was not until 1990 that the Nike Air shoe was
1980s were both the decade of difficulty and the time for
the need for innovation and continual R&D in its shoe designs.
66
Review
67
REVIEW
Reebok has been successful in maintaining its brand
image and brand positioning among the Delhites and the Indian
concerned.
other hand the management has been able to run its operation
themselves.
68
BIBLIOGRAPHY
www.reebok.com
http://en.wikipedia.org/
http://books.google.co.in/
www.google.com
www.topmensmagazines.com
Showroom, South-ex
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