Rebook charts new retail concept, mktg initiatives in India
Embarking on a fresh start after last year's alleged Rs 870 crore fraud in its Indian arm, sportswear major Reebok is undertaking a new retail concept and marketing campaign here to chart out a new growth story.
Besides using its brand ambassador and Indian cricket captain M S Dhoni, the firm intends to use well known personalities from different walks of life such as musicians, entertainers and professionals in its campaigns to enhance its brand equity in India.
"After what happened last year here in India, we did a research study and found that customers felt it was more of a business related issue and the brand equity of Reebok is still the strongest. We are going to build on this foundation," Reebok Chief Marketing Officer Matt O'Toole told PTI. Going forward, the company will focus on introducing new products, marketing initiatives and a new retail concept to grow business here.
"In the next three years, India is going to be one of our highest growth markets... We will be bringing in a whole new retail concept of making our stores feel like a gym as we focus on fitness," O'Toole said.
The company will train its sales people about nutrition and where to work out in order to assist customers, he said, adding that the model is already being followed in markets such as the US.
"Our target is that in 2013, 50 of our stores in India, mainly in the metros, will follow this concept. Over a period of time we want all
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