After getting embroiled in the alleged Rs 870 croresfraud in its Indian arm last year, sportswear major Reebok is all set to bounce back in the country with a new retail concept and marketing campaign. Besides using its brand ambassador and Indian cricket captain M S Dhoni, the firm intends to use well known personalities from different walks of life such as musicians, entertainers and professionals in its campaigns to enhance its brand equity in India.
Building on the confidence shared by consumers through research conducted by the company, which showed that the fraud was more of a business related issue and the brand equity of Reebok remains intact. So, the company is looking at rebuilding on the strong foundation.
Going forward, it will focus on introducing new products, marketing initiatives and a new retail concept to grow its business in India. The company will train its sales people in nutrition and where to work-out in order to assist customers based on the model already being followed in markets such as the US. The company will also launch a campaign ‘Live with Fire’ featuring Dhoni.