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MBA Students Team Up for Reebok Business Consulting

August 14, 2014

 

MACJ Capstone Presentation 2013

MBA student marketing team leader
Nikki Callahan contributes to the 
Capstone presentation, speaking to
the recommendation to"ree-launch"
Reebok's delta logo.
 

Imagine a video game character sporting the Reebok logo. It's an outside the box strategy, and that creative idea is the brainchild of Curry College MBA students.


For its Capstone project, the Summer 2014 cohort of MBA students was tasked with helping Canton, MA based Reebok increase its presence and market share in a crowded marketplace of athletic apparel competitors.



As part of the Capstone project, Curry students received an inside look at Reebok's re-branding efforts - including the launch of a new logo. Reebok's "Delta" logo symbolizes the brand's mission to help people change for the better and be the best version of themselves through fitness. Reebok believes that living a fit life creates positive physical, mental and social changes - each of which are represented by the three independent sides of the "Delta".


Photo Gallery: MBA Capstone Presentation, August 2014


A key recommendation by the Curry MBA students was that Reebok "ree-launch" its logo in order to capitalize on the associated branding and to ensure that consumers are aware of the change. The cohort illustrated ways in which Reebok could maximize their new logo, and what it stands for. They showcased how social media offers multiple opportunities to present the new brand to consumers.


MBA students suggested video game partnerships as another way to share the new logo.


"We're asking Reebok to look into an unfamiliar space; to move into a 'Blue Ocean' opportunity," said MBA student Roby Holland. "A 'Blue Ocean' opportunity is one where there is little to no competition in the marketplace. The motivation for these video gamers is teamwork, competition, and social interaction, which closely align with Reebok's 'Delta.'"

Aligning marketing opportunities with the "Delta" logo was a central theme for the MBA student presenters.

MACJ Capstone Presentation 2013

MBA student presenter Roby Holland
talks about the
"blue ocean opportunity"
of aligning Reebok's delta logo 
with
video game partners.


"Brand marks are very important for companies as they forge relationships with their consumers," said student marketing team leader Nikki Callahan. "These marks share the company's core values and their mission. Successful brands identify with consumers by telling a story."


Beyond the new logo, MBA students reviewed key areas of Reebok's marketing strategy, including its target demographics. Students noted that Reebok has the ability to successfully target varying groups of consumers-from teenagers who might be interested in skateboarding, to older adults who are drawn to Crossfit or other group-based exercise.


The Capstone experience proved informative and helpful for Reebok staffers who participated in the project and attended the Capstone event. The presentations from students prompted questions from those in attendance, creating a valuable dialogue about the students' findings.


"The Curry Capstone students proved to be top-notch consultants for us. We were extremely lucky to have such bright individuals at our disposal to contribute to our brand", said Catherine Marshall, Director of Global Business Development for Reebok, who accepted the 300 + page manuscript authored by the MBA cohort. "I can tell you that all of these recommendations will be considered and talked about."

Read more about the Curry College MBA.






 
 
 
 

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