Reebok launched the Reebok core board and core training based on consumer market research results that highlighted the needs of clients. The core board has an inbuilt spring mechanism that allows extra neuromuscular stretch, particularly in a rotating dimension. Once the user turns in a certain direction, the core board rotates to the central point inducing a reaction to control the movement in a rotational plane ( Väyrynen, 2019 ) . The successful launching of such global products involves effective timing and coordination of various market-related activities.
Reebok used its foundational marketing competencies such as RU human infrastructure, programming, grass-root events, videos, and other equipment to create awareness and market the core board and training. The global Alliance human infrastructure, combined with core board tours, shaped the sales growth of the product in twenty United States markets. Reebok participated in an aggressive public relations strategy for the core board that produced over forty-three million impressions within six months ( Väyrynen, 2019 ) .
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Externalized development strategy was used in the manufacturing and distribution of the core board. Reebok utilized well-established associate companies to manufacture and distribute the core boards to retailers and clubs. Reebok would only concentrate its resources on activities that linked to its maid product of footwear. Global distribution activities such as inventory risk, board sales, home, and club marketing were conducted by the existing Reebok distributors in their particular market segments.
On the other hand, Reebok CrossFit's launch is a joint venture between two companies in a natural collaboration committed to empowering people to be physically, mentally, and socially fit for life. Marketing of the product and services therein is being done through television, digital media, print and client grass-root events, and activations. The TV advertisement details transportation of the containers and how they are later used for CrossFit. Digital media such as guerrilla marketing, Youtube takeover, and consumer activations play a backup role for the marketing strategy ( Jain, 2017).
Reebok CrossFit launch prominently features evaluation and follow up strategies. Reebok will continue to illustrate that "the sport of fitness has arrived" through the implementation of products such as Zig Tech and RealFlex. This will be a continuation of the launch story indicating the major uses of each product using TV, print, and digital media illustrations.
The CrossFit launch public relations strategy features relevant celebrities and CrossFit affiliates, generating both local and global buzz. For instance, the launch featured the crown CrossFit athlete, the fittest man, and woman on earth and cricketers like Dhoni and Gautam. The developmental strategies of manufacturing and distribution are internal, as shipping of containers constitutes a joint obligation for the companies ( Schoombee & Bick, 2018) .
The two launches are similar since they were all involved in promotion of products for body fitness. Both launches researched client needs before development and manufacturing of the products. The two used consumer grass-root initiatives as a way of marketing and creating awareness of the products. However, as CrossFit advocated for fitness for life that can be done anywhere and anytime, such as simple aerobics, core board was aimed at enhancing neuromuscular fitness, particularly the rotational aspects. CrossFit adopted an internal manufacturing and distribution strategy, while the core board used an external strategy where production and distribution were done externally. CrossFit uses digital platforms for marketing and public relations while core board launch did not make use of digital platforms ( Jain, 2017). The later did no t have an evaluation, and a follow-up strategy while the former has an elaborate follow-up strategy that ensured access to sports of fitness anywhere and anytime.
Despite the complexities associated with the launching of a global product, the Reebok CrossFit launch ought to be successful. Reebok has put in place plans that will enable timely execution and coordination of relevant marketing strategies. Marketing plans through digital platforms, advertisement, public relations activities, shipping arrangements, and consumer grass-root events and activations have been adequately catered for and well organized in anticipation of consistent results and overwhelming success. Moreover, manufacturing and distribution are done internally, thus enabling control of production and development of the product.
References
Jain, S. (2017). Feasibility study for the launch of mission athlete care in India . NIFT-Mumbai.
Schoombee, J., & Bick, G. (2018). Reebok rebrands Corporate and marketing strategies in the sporting goods industry . Graduate School of Business, University Harvard Business School Press .
Väyrynen, I. (2019). What are the different approaches that global companies have towards local marketing in the Nordic region and their driving forces? Case study of Reebok and Beiersdorf.
