Team project; I was responsible for the account planning, media planning, and strategic planning.

1. BJS&M Kate Bohnhof, Devon Jones, Hanna Swanson, Brian Moses Plans Book

3. Table Of Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . 1 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . 2 Company Analysis . . . . . . . . . . . . . . . . . . 2 Consumer Analysis . . . . . . . . . . . . . . . . . . 2- 3 Market Analysis . . . . . . . . . . . . . . . . . . . . 4 Product Analysis . . . . . . . . . . . . . . . . . . . 5-6 Competitive Analysis . . . . . . . . . . . . . . . . . 6-7 S.W.O.T Analysis . . . . . . . . . . . . . . . . . . . . 8 Target Market Profile . . . . . . . . . . . . . . . . . . . . . . 8-9 Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Marketing . . . . . . . . . . . . . . . . . . . . . . . 10 Communication . . . . . . . . . . . . . . . . . . . . 10 Advertising . . . . . . . . . . . . . . . . . . . . . . 10 Advertising Strategy . . . . . . . . . . . . . . . . . . . . . . . 10 Creative Strategy . . . . . . . . . . . . . . . . . . . 10 Objectives . . . . . . . . . . . . . . . . . 10 Strategy . . . . . . . . . . . . . . . . . . . 10 Tactics and Execution . . . . . . . . . . 11-17 Media Strategy . . . . . . . . . . . . . . . . . . . . 17 Reach and Frequency Objectives . . . . . 18 Strategy . . . . . . . . . . . . . . . . . . . 19 Media Selection . . . . . . . . . . . . . . 20 Budget . . . . . . . . . . . . . . . . . . . . 20 Continuity Schedule . . . . . . . . . . . . 21 Media Explained . . . . . . . . . . . . . 21-23 Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Sales Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Campaign Evaluation . . . . . . . . . . . . . . . . . . . . . . . 25 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

4. Executive Summary Reebok is a renowned brand in athletic footwear and apparel. Recently Reebok has made strides to become the leader in toning footwear. Its main competitors are Skechers, New Balance, and Fit Flop. BJS&M has developed a comprehensive plan to position Reebok EasyTones as footwear that combines style, comfort, and toning while retaining the popular Reebok brand. This will be executed by strategically placing advertisements in the correct mediums to not only reach our target audience, but to communicate the values of the Reebok brand to them. Our campaign will consist of advertisements in print, television, internet, mobile, and promotional marketing that is estimated to cost $14 million. Our goal is to turn Reebok EasyTone into the bestselling brand for toning shoes. 2. 1.

6. Reebok’s share of women’s footwear has gone from 3.3% to 8.0% in the past year.

7. Reebok is second in the toning shoe market with a 35% share.

9. Primary research provided a better understanding of the consumer as well as their perceptions and experiences with toning footwear as well as the Reebok brand3. 2.

11. We see here that consumers rate comfort and quality as the primary attributes they look for in an athletic shoe, with fashion and stability falling right behind. Toning did not place very high. This could be explained by a lack of awareness since toning is a new aspect for shoes.4. 3.

13. So far in 2010, toning footwear has made up 6.5% of the $17.5 billion U.S. athletic shoe market compared to 0% in 2009

16. Consumer concerns of foot and ankle pains. Possibility of ankle spraining. 5. 4.

18. Products: EasyTone, RunTone, TrainTone

19. Technology: Air pod technology that pushes air between pods with every step you take. This creates instability which increases muscle use.

20. Price: $90-$110

21. Fitness Claims: 28% more glute muscle activation, 11% more quad muscle activation, 11% more calf muscle activation.

22. Skechers was the first major brand to offer a drastically less expensive toning shoe than the MBT (Masai Barefoot Technology) version.

23. Products: Shape Ups, Shape Ups XF, Shape Ups AT, Skechers Resistance Runners (SRR), Tone Ups

24. Other Product Styles: Sandals and Boots

25. Technology: Rocker bottom with curved sole and collapsible heel create instability to activate muscles. Kinetic wedge foam midsole designed to absorb shock, increase comfort, and stimulate muscle activity.

26. Price: $80 - $150

27. Fitness Claims: Improves posture and blood flow, while strengthening back, abdominal, and leg muscles.

28. Fit Flop is a U.K. company that specializes in toning footwear only.

29. Product Styles: Sandals, Shoes, Clogs, and Boots

30. Technology: Fit Flop’s Microwobbleboard is their flagship technology. It increases the time your muscles are engaged in each step by offering three different densities for instability.

31. Price: $50(sandals) - $80(boots)

32. Fitness Claims: Increase glute muscle activation 30%, increase hamstring muscle activation 16%, increases calf muscle activation 11%.6. 5.

34. Products: Truebalance 850 Smart and Sporty, Trueblance 1100 Smart and Stylish, Truebalance 1442 Smart and Rockin’

35. Technology: Balance Board technology creates instability.

36. Price: $90 - $120

38. Strengths: First to make toning shoes popular leading to strong presence in the market

39. Weaknesses: Ugly shoes, not a popular brand name.

40. Promotional Vehicles: Point of purchase displays, celebrity endorsements

42. Strengths: Stylish looking, known brand for walking and running

43. Weaknesses: Small brand awareness in toning shoe market. Only available in women’s styles

44. Promotional Vehicle: Public relations – 5% of sales go to Susan G. Komen for the Cure movement.

45. Current Campaign: “Lace Up for the Cure”

46. Fit Flop carries toning footwear only

47. Strengths: Low priced, available to children, relieves back pain.

48. Weaknesses: New brand, low brand awareness, no athletic footwear.

49. Current Campaign: “Get a workout while you walk”7. 6.

51. 70% of consumer who buy Toning shoes, buy them in addition to another pair of athletic shoes.

52. In addition, Nike’s share of the women’s athletic shoe market has decreased by 18%, while Reebok’s share has increased by 242%.7.

54. Stylish looking

55. Comfortable

57. Nike’s share of women’s athletic footwear has dropped to single digits

58. Market expected to grow rapidly

62. At least a high school education

63. $30,000 average income

64. Suburban to urban living

65. Strivers, Experiencers, and Achievers

66. Health Conscious 8. 8.

68. Achievers are attracted to premium products, and are a prime target for several different brands.

69. Experiencers are likely to follow fashion trends and tend to buy on impulse. 9.

71. Indicate the various benefits of EasyTones by placing them in front of the word “tone,” (EX: “SmartTone, Imagetone, SleekTone.) This not only communicates the selling points of the shoe, but also creates higher recall of the EasyTone shoeCreative Strategy Focal Point: Reebok EasyTone shoes have an edge over their competitors with their innovative balance pod technology, sleek, fashionable appearance, as well as their ability to be customized. Positioning Statement: Reebok EasyTone is an established brand that combines toning and fashion with comfort and customization. Unifying Idea: “EasyTone, AnyTone” This phrase relates to our campaign of interchangeable words in front of the word “Tone”. It also subtly illustrates the idea of customizable EasyTones. 10.

72. Outdoor: Outdoor advertisements such as these billboards will be placed in Denver, Austin, Los Angeles, Honolulu, San Diego, Portland, Seattle, San Francisco, Minneapolis and Miami as our research indicated that they are the top ten most athletic cities. These ads are consistent with our creative strategy in that they advertise both the variety of the shoe as well as the many different advantages of the EasyTone shoe. The repetition of the word “tone” paired up with the benefits of the shoe will create recall of the word “EasyTone” among consumers. 11.

73. Print Ads: Half-page ads Above are examples of half-page print ads that would run in our selected print media. The ads illustrate EasyTone’s capability of being customized online which directs traffic to the Reebok website. Both our outdoor ads and out print ads can be interchangeable as well. The ad also sticks with the theme of naming a benefit of the product paired with the word “tone.” 12.

74. TV Spot: This will be a 30-second spot that will run on both cable and network television. The spot will highlight many of the qualities of EasyTone.The spot will alternate shots of women using EasyTones in various places and our theme of interchangeable words in front of the word “tone”. The shot of the woman will relate to the tagline. Music will play throughout the entirety of the commercial. The spot will end with the final shot of Reebok EasyTone and voice over that says “EasyTone. Any tone, any time.” 13.

75. Mobile Application: Custom EasyTone BSJ&M will design various mobile phone applications that will be compatible with several top smartphone models including: iPhone, HTC, Samsung, and Windows . The Mobile applications will advertise the strengthening benefits of EasyTone shoes as well as direct consumers to nearby locations carrying the shoes. Additionally, consumers will be able to use the application to customize and buy their own unique pair of EasyTone shoes. 14.

76. Point of Purchase: In-store Display In-store displays will encourage the consumer to test out the product in person while social Networking sites such as Facebook will allow the consumer to interact with the product online while directing them to the Reebok EasyTone website. Social Networking: Facebook 15.

77. Online Banner Ad: A large part of our advertising will take place online through banner ads placed on predetermined webpages. Above is an example of an animated banner ad that will run at the top of a webpage. The banner shows the various styles and benefits of the EasyTone shoe in each slide. By clicking the banner, the consumer will be directed to the Reebok.comEasyTone page. 16.

78. Promotional: “Bucks for ‘Boks” Above is a poster that advertises our “Bucks for ‘Boks” promotion. The poster encourages consumers to turn in their old pair of Reeboks to be recycled in exchange for a 15% off coupon that can be used towards the purchase of a new pair of EasyTone shoes. Since the posters will be placed in-store, it also encourages the consumer to test out the product. 17.

79. Media Strategy Reach and Frequency Objectives Frequency: 80% Our primary objective is frequency, because our brand is national and our consumers are diverse. Additionally we want to focus on brand recognition. Reach: 4 Reach is our secondary objective. We found reach to be less important, because through our research we discovered that Reebok has room to improve in awareness based on the market share to desired brand ratio of Reebok to Skechers . 18.

81. Discounts for bringing in old pairs of Reeboks In our “Bucks for ‘Boks” promotion.

82. Discounts when consumers join Curves, an all women's gym.

83. Point of purchase displays to push consumers to choose Easytones over Skechers.

85. Reebok is the most desired brand in the toning shoe market.

86. Balance pod technology is above all other toning technology.19.

87. Media Selection Budget We recommend a budget of $14 million based off of approximately 3.5% of Reebok’s 35% share of the toning shoe market. Toning shoes make up an estimated 6.5% of the $17.5 billion athletic footwear market, or $1.4 billion for 2010. 20.

89. Media: USA Today, New York Times

90. Budget: $750,000

91. Why? Newspapers will be a quick and effective medium to reach a large amount of people for the holiday season and their New Year’s resolutions.21.

93. Media: Women’s Health, People, Cosmopolitan, OK!, US Weekly, Oprah

94. Budget: $2,250,000

96. Media: MTV, Bravo, Lifetime, Food Network, Oxygen

97. Budget: $3,250,000

98. Sample Programs: Jersey Shore, 16 and Pregnant, Real Housewives of Beverly Hills, Top Chef, Work Out, The City, Teen Mom, The Real World, Project Runway, Desperate Housewives, Cook Yourself Thin, Grey’s Anatomy, Dance Your A** Off, America’s Next Top Model, exc.

100. Media: Facebook, MSN, Yahoo, Women’s Health, Weight Watchers

101. Budget: $750,000

102. Why? These sites have high traffic for the target audience.22.

104. Stores: Macy’s, Ladies Footlocker, Famous Footwear

105. Budget: $750,000

107. Media: USA Today, New York Times, Women’s Health, among other health and lifestyle apps

108. Budget: $1,000,000

110. Media: NBC, CBS, Fox, ABC

111. Budget: $2,100,000

113. Medium: Billboards, Sides of buildings

114. Budget: $1,750,000

115. Why? Will reach a large number of people in the target audience with low costs.23.

117. Reebok EasyTones will set up booths during Relay For Life events in major U.S. cities to hand out water bottles to participants. Also, tents will be set up at the event for patrons to test out and purchase EasyTone shoes.

118. Registration information for Relay For Life will be available at Reebok retailers as well as on the Reebok.com website.

119. “Bucks for ‘boks” – Donate/recycle old Reeboks to participating stores for 15% off coupons.to be used towards the purchase of EasyTone shoes. This will be a national effort and will be advertised via point of purchase displays as well as via email to Facebook fans.

120. Drop-off locations will be located at Lady Footlocker, Famous Footwear, and Macy’s. Sales Promotion Sales Promotions will be available through a variety of outlets. Rebates to new and active gym members of Curves, and recycling and donation discounts for new and used shoes are the campaign’s prominent sales promotions. Each will be retainable online at Reebok.com or in select shoe department stores. Curves (women’s only gym) new and active members will get a rebate for $10 off of Reebok EasyTone shoes. This will increase Reebok.com’s web traffic and promote women to customize their own pair of EasyTones. Recycling and Donating new and used Reebok shoes will allow the recycler/donator to get a 15% discount off of their purchase of Reebok EasyTones in Reebok stores. This will allow for product interaction. Reebok EasyTone sales promotions will allow for the interaction between our target audience and product. This will create support and excitement through a network of interaction by Reebok EasyTones and the benefits it offers. An arrangement of sales promotions allows the audience to obtain the maximum amount of benefit associated with Reebok’s EasyTone product. 24.

122. An increase web traffic via Facebook membership

123. Pre- and Post-tests levels of awareness and purchase intention at targeted locations i.e. Curves® women’s gyms, which will be monitored on a quarterly schedule.

124. Percent of coupons issued for donated/recycled old Reeboks for in-store credit, linked to an increase in product sales. 25.

125. References “Toning Shoes May Find Untapped Market in Men, NPD Data Find” By: Matt Townsend http://www.businessweek.com/news/2010-03-11/toning-shoes-may-find-untapped-market-in-men-npd-data-find.html 2) “Toning shoes, while hot, could be bad Nike fit” By: Alexandria Sage http://us.mobile.reuters.com/article/idUSTRE6202AI20100301?ca=rdt 3) “Why Skechers will ‘Shape Up’!” http://seekingalpha.com/instablog/729278-retailprodog/97729-why-sketchers-will-shape-up 4) http://www.adidas-group.com/en/investorrelations/default.aspx 5) http://www.skechers.com/ 6) http://www.reebok.com/US/custom-shoes/womens/listing?f.ProductId=37 7) http://www.newbalance.com/company/ 8) http://www.fitflop.com/ 9) “The Complete Guide to Toning Shoes” By: Ed Forteau http://www.walkingshoereviews.com/complete-guide-toning-shoes 10) “Soaring sales, wary words for toning shoes” By JennAbelsohttp://www.boston.com/business/articles/2010/07/23/soaring_sales_wary_words_for_toning_shoes/ 11) “Are Toning Shoes the Next Crocs?” By ALyceLomahttp://www.fool.com/investing/general/2010/09/10/are-toning-shoes-the-next-crocs.aspx 12) “The Most Multipurpose Toning Shoe on the Market” By QaswerAmin http://ezinearticles.com/?The-Most-Multipurpose-Toning-Shoe-on-the-Market&id=4783554 13) “UPDATE 2-Skechers Q3 lags on toning shoe build-up; shares fall” http://www.reuters.com/article/idUSSGE69Q0OX20101027 14) CORRECT (8/31): “Toning Shoe Makers Diversify To Grab More Market Share” By Veronica Dagher http://online.wsj.com/article/BT-CO-20100902-712144.html “’Toning’ Shoes Gain Traction” By Matt Townsend http://www.businessweek.com/magazine/content/10_24/b4182022652759.htm 16) “Nike Touts New Women’s Trainer, Counters Toning Shoe Claims” http://www.sportsbusinessdaily.com/article/141182 26.