Reebok prepares India ad shift

21 January 2013

MUMBAI: Sportswear firm Reebok is planning to revamp its marketing strategy in a bid to improve its share of the rapidly-growing Indian apparel market.

German sportswear giant adidas, owner of the Reebok brand, is planning a new advertising campaign, new product launches and a switch in pricing policy in order to reposition the brand as representing "quality", the Business Standard reports.

Figures released last year by market research firm RNCOS suggested that the Indian sports apparel market was set for annual growth of around 34% during the 2010-14 period, making the subcontinent a tempting target for many global brands.

Reebok is set to roll out new products for running, cricket and football over the first half of 2013, having cleared much of its old Indian stock over recent months by offering 50-70% discounts in stores.

An integrated ad campaign, entitled 'Fresh Start', will also begin in February.

Speaking to the Business Standard, Erick Haskell, head of adidas India, said: "The fresh start campaign is to remind the Indian consumers [of] Reebok's positioning as a fitness brand with quality."

News of the marketing activity follows the release of a poll of Indian 15 to 24-year-olds from the Economic Times and Nielsen, which revealed that adidas was rated the nation's second "most exciting" brand behind soft drinks giant Coca-Cola.

Steve McPherson, brand director at Reebok India, said: "Our youth-centric activities predominantly revolve around social media. We have a simple strategy: be exciting, not intrusive."

Data sourced from Business Standard/RNCOS/Economic Times; additional content by Warc staff