Reebok, in search of Generation X

Extract

[...] The Generation Y pays attention to private life with social network and have preference for altruism To succeed in attracting this target, it will be necessary to create a link with this audience, be ready to make concessions (to recognize its faults) , and make transparency A new concept of marketing need to be plan in order to satisfy the attention time reduction granted by Generation Y for reading web pages (anymore text) As the table illustrated below , Generation X represents of the total adult population and of internet-using population. However, we'll notice that Generation Y (“echo bommers” or “enfants du millénaire) amounts of total adult population and of internet- using population . [...]

[...] Lastly, Reebok has registered 1 million additional profiles. But the attention was more attracted by the Terry Tate's character than on the Reebok's trade mark itself. Indeed, spins-off were generally in term of brand image that financial like accentuated it certain personnel This lack of profitability in term of sales or market shares can have its origins in a lack of presence of distinguishing features of the Reebok's brand gold chain or logo) The Terry Tate's message and a fortiori the Reebok's message was memorable because of the buzz that event has provoked and thus in this way effective but it will not have allowed to achieve major Reebok's objectives : to increase its sales and thus its market share A sufficient level of positive attitudes has emerged towards the brand but it will not have sufficiently been exploited . [...]

[...] Indeed, every generation is more or less implied in the use of internet technologies and are different from a generation to another Lastly, viral marketing could not capture alone the attention of X consumers generation because viral marketing remains one of the several means to make advertising and even if it could be considered as the most fashion and profitable, it will remain a lot of nostalgic . Conclusion During this development, we have had the opportunity the approach the viral marketing concept through the Terry Tate campaign : we have discovered a new type of advertising thanks Internet And we can conclude that viral marketing is only the normal follow up of the development of technologies : it's a new kind of marketing which don't wait to innovate The viral marketing campaign of Reebok has drawn the weaknesses of this technique : a plan well conceived is required in order to benefit from the maximum profitability. [...]

[...] Moreover, Internet is a part of everyday life. The Generation Y perceive Internet as an amusement and social tool. Indeed, this generation plays online video games, watches movies Dailymotion, You Tube), penetrate virtual worlds Second Life) and listens music Deezer). But it also maintains its social network in remaining in contact with their friends or family. [...]

[...] Indeed, the ten-fold increase of spreading speed thanks to Internet will be maybe able to enhance the stock reputation nearby the potential customers and impact on the target will be more important thus. Viral marketing is intended for 2 important markets: business to consumer (at private individuals purpose) but also business to business (between professionals) The success of the viral marketing operation will result from the creation or not of connivance tie with the message receiver (net surfers or bloggers), of interest for the brand or the determined service by graphic quality of the creation or the quirky tone of campaign Viral marketing is a communication tool generally used at the time of launching stage during advertising campaigns (seeding) which is based on 4 keys strategic elements: the targeting (recruitment of opinion formers by specialized offices), the innovation (originality, utility and development of consumer loyalty) as well as action and follow-up (new messages on new distribution channels) Budweiser and Aubade are 2 success examples of viral marketing in term of their product recognition and spreading of their brand: they thus could extend their audience. [...]