Yao Gives Reebok An Assist In China

1
Yao Gives Reebok An Assist In China

• Wall Street Journal September 28,2007
• By Mei Fong
• Presenters
• Jessica Redmon, Aaron Skinner, Candice Ward

2
History of Reebok

• British athletic footwear producer founded in
  1895
• Originally named Mercury Sports but was renamed
  Reebok in 1960
• Became more popular in the 80s during the
  aerobics fitness craze
• In 2005, Reebok was bought out by its Rival
  Adidas for 8 billion

3
Yao Ming

• Born on September 12, 1980 in Shanghai, China
• He is one of the tallest players in the NBA at
  76
• Originally played 5 years for the Shanghai Sharks
  in the CBA
• Signed with the Houston Rockets in October of 2002

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Yao Reebok

• October 2003- Reebok announced its 10 year
  contract with Yao Ming
• October 2004- Reebok launches the first Yao Ming
  signature footwear collection globally
• September 25, 2007- Reebok announces its biggest
  ever Chinese marketing campaign Fuel Yaos
  Unlimited Power ahead of the 2008 Beijing
  Olympics

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Fuel Yaos Unlimited Power

• The theme of the new Yao Ming ad campaign to
  promote support from the Chinese for the 2008
  Olympic Games in Beijing.
• Designed as a Trinity of Yao, Reebok, the
  Games to touch the Chineses sense of patriotism.
• The campaign will include an interactive website
  and a specialized logo.

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Yao the Benchwarmer

• Reebok will be pulling Yao from the sidelines
  to more effectively use him like other companies
  are already doing.
• Yao Ming Visa
• Jackie Chan Yao - Visa

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Marketing Implications

• Global Market Segmentation
• Benefit Segmentation
• Value Benefit / Price
• Price Reebok is devoting 14 of their revenue to
  marketing in China (the industry average is 10)
• Benefits the citizens of China are being
  bombarded with messages that they all have a part
  to play in the upcoming games. Reebok hopes
  capitalize on this idea.
• Value Projected increased sales of 1.28 billion
  by 2010.

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Questions?