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SPORTING GOODS
PORNNALAT PRACHYAKORN
Reebok (Thailand), the athletic shoe and apparel maker, aims to expand sales by 25% to 250 million baht this year through aggressive marketing and brand updating.
The company would spend 50 million baht on a new marketing campaign, store expansion and renovation, said Vitcha Nijathaworn, chief marketing officer of Reebok Thailand.
''It's the first big move after we spent four to five years on internal restructuring,'' Mr Vitcha said yesterday. ''Now, we're strong enough to come back and revive our maybe-forgotten brand and maintain our position in the local market.''
The company will revamp the Reebok brand by offering greater variety, with more effective brand communication and distribution.
One strategic shift involves an emphasis on younger customers from the age of 15 as younger people tend to increasingly value their individuality, leading them to choose different styles of products. Its current customer age range is between 22 and 35.
''We have increased the variety of products by 30% this year and offered various price levels to support each customer need and purchasing power,'' said product manager Krisanus Kaewkamol.
The revised brand strategy based on the global theme 'Yourmove' will be communicated via a contest to search for four young presenters for Reebok Thailand. The contest was launched yesterday.
The brand revision was initiated by the parent company Adidas AG in the United States last year to arrest falling sales of Reebok in North America.
Currently, Reebok holds about a 19% share in the 2.2-billion-baht local market for foreign athletic products, behind Adidas at about 40% and Nike at 30%, according to Mr Vitcha.
The company plans to add 15 stores to the existing 160 nationwide by year-end. Yesterday it opened its first concept store at The Esplanade, featuring all Reebok performance and lifestyle products based on its global marketing concept 'Best On/Best Off'.
''The concept store will also be applied when we renovate our existing shop-in-shop outlets nationwide this year and with the new ones in the near future,'' Mr Krisanus said.
Reebok also expects to open its first flagship store in Bangkok this year.
Mr Krisanus said the company had met sales target in the first five months but declined to disclose details on last year's sales growth.
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