Reebok Pursuing Generation X Harvard Case Solution & Analysis

Reebok faces major competition in its advertising strategy. Traditional advertising campaigns ever-increasing use of inefficient. Strong marketing Nike, brand and channel presence is still limits the Reebok to expand its market share and impacts sales stability. In early 2004, the new Chief Marketing Reebok planned on increasing the coverage enjoyed Terry Tate: Office midfielder video series, which was launched during the Super Bowl. Series was a great success and has spread like wildfire on the Internet. Reebok mission is to capitalize on its effectiveness, and to create a brand identity with Generation X. After three weeks of viral advertising, with no significant upward sales results, the problem of Internet advertising has come full circle and is now in the spotlight. Several top managers see the lack of short-term sales increase as a sign of failure.
This study Thunderbird Case. "Hide
by John Zerio Source: Thunderbird School of Global Management 15 pages. Publication Date: August 20, 2007. Prod. #: TB0075-PDF-ENG

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