Reebok to spend 60% of marketing budget during World Cup and IPL

NEW DELHI: Around 60 per cent of Reebok‘s entire advertising and marketing budget will be spent in the months of February, March and April on promoting the International Cricket Council Cricket World Cup and then the Indian Premier League (IPL).

Revealing this, Reebok India Managing Director Subhinder Singh Prem told that 80 per cent of Reebok’s entire budget for advertising and marketing is spent on cricket alone.
While declining to reveal the ad budget, Prem said the advertising for the World Cup will begin on television channels along with the start of the tournament. However, the print and online publicity would begin within a week.

He said the attempt would be to advertise in all the countries where matches are being played, but the major share was bound to be in India.

Speaking on the sidelines of a press meet to announce the launch of special sports equipment for the World Cup as well as merchandise linked to the Cup, he said he expected the sales of Reebok ReeZig shoes and ZigTech cricket bats to rise two-fold during the three months beginning this month. The Cricket World Cup was also unveiled at the event.

Claiming that Reebok was the largest cricket equipment seller in India, Prem said ‘sport is in our heart.’
Referring to the ReeZig shoes which had special rubber which made them comfortable and less tiring for those who had to walk or run a lot as cricketers had to do, he said this brand had been launching simultaneously globally. The bigger and better bats had been designed according to ICC specifications and had a soft rubber handle which made it easier to hold it and a wider wooden blade. He also presented the Zigtech Trainers.

He said the shoes had been priced between Rs 8000 and Rs 10,000. The merchandise included T-shirts which had the flags of different participating countries, souvenirs like mini cricket sets, and mini bats. He said that the aim would be to engage the consumers through online and television advertising to make it interesting.

The event, “Witness the Cricket Stalwarts compete on ground”, had captain M S Dhoni and players Harbhajan Singh, Yuvraj Singh, Yusuf Pathan, Piyush Chawla and Gautam Gambhir indulge in practice session at the press meet at a specially built area which comprised a basketball court, an area for dribbling the ball and push-ups, and a monkey bar, rechristened as the Zig Bar. In the short practice session enacted in the presence of the media, Dhoni emerged as the Zig Energy Star with Gambhir as the runner-up.

The ZigTech technology reduces the weight of the bat, making it light weight and easy to handle. The new Zigtech bats also have thicker edges, extra rubber, and extra curved blade with a flattened back and a swelling at the sweet spot. Compared to a conventional bat, the all new Reebok Zigtech bat is sure to power up athletes on the field who will shower boundaries with panache.

Reebok has also outfitted all the cricketers with the all new “Zig-Sonic” equipped with the ZigTech technology which reduces wear and tear in key leg muscles by up to 20 per cent allowing the athletes to train harder and longer. The New Zig Sonic which is high on style and technology has been introduced as the official trainer for ICC World Cup 2011. This official trainer will also be made available in Reebok stores and for fans to buy as they cheer for India.
The all new range of cricket shoes for “on- field” use has been designed and engineered after in-depth research of the varied playing patterns and foot movements. For the first time, a global product has been developed and customized keeping in mind an Indian athlete’s requirements.

During the development phase, players Like Dhoni, Yuvraj and Harbhajan consistently gave their feedback which was incorporated in the final product. Arguably the best cricket shoe available, Prem said this shoe is powered by the DMX technology in the bottom and Play Dry technology in the upper. These features combined with the futuristic materials used create the perfect fit for cricket athletes.

"Our extensive R & D has ensured that we provide our athletes with the most futuristic arsenal of equipment and the best technologies to re-energize and re-charge them before the World Cup. This world cup will witness the launch of some of the most revolutionary products ever designed like the Zigtech bats and Zig trainers which will change the game for ever" Prem said.

Reebok director sales and marketing Sajid Shamim said,” Reebok is rooted in the ideology of sport and we have supported the game of cricket since the inception of Reebok in India. Reebok continues to power up top athletes and emerging talent throughout the world and equip them with the best to help them outperform both on and off the field. Our line of products for the World Cup – Zigtech bats, Zigtech Training Footwear, Customized Cricket footwear is innovative and performance driven. We are also fuelling the passion in our fans through exclusive fan gear and merchandize. The coming days will see the launch of an all new Zigtech TVC featuring MS Dhoni and Yuvraj Singh as part of Reebok’s World Cup Marketing Campaign.“

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